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How to grow your business with email marketing by solutions for growth

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  • Standard email programs such as OutlookLimited # of emails sent at one timeNo formatting controlList break up more susceptible to filtersNo cohesive brandingNo tracking and reporting of emailsEmail marketing services automate best practicesReinforce brand identityEmail addressed to recipient onlyManage lists – adding new subscribers, handling bounce-backs, removing unsubscribesEnsure mail delivery, track results and obeys the law
  • NewslettersFrequency: regular i.e. monthly / weeklyLots of educational content (typically non-promotional)Use bullets, summarize information, be concisePromotions / Invitations / SurveysFrequency: depends on your business and sales cycleFocus on promotion / limited contentUse content to invite click-through or other actionAnnouncementsFrequency: event-drivenPress releases, holiday greetings, thank you cardsUse content to build deeper relationships
  • Transcript

    • 1. How to Grow Your Business with Email Marketing
      David Fischer
    • 2. Solutions for Growth
      • Solutions for Growth helps clients acquire and retain customers
      Among the tools we use is email marketing
      We manage dozens of email newsletters monthly
      • Solutions for Growth is an Expert Business Partnerof Constant Contact
      Over 400,000 customers, 6 x larger than next provider
      Leader in social media integration
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 3. What is Email Marketing andwhy does it work?
      Quick to set up
      Immediate and easily measurable results
      Advanced customer segmentation and personalization
      Integrates with other online and offline marketing
      High return on investment
      2010 DMA declared email marketing the marketing channel with the highest ROI ($43 in sales for each dollar invested)
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 4. What is Email Marketing andwhy does it work?
      Stay top-of-mind
      Continues a relationship you initiated with website visitors or customers
      Provides the reader with something valuable (information, coupons, community) in return for access to their email inbox
      Affordable
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 5. Why Email?
      Because everyone reads it:
      91% of Internet users between the ages of 18 and 64 send or read email
      147 million people across the country use email, most use it every day
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 6. Email Marketing is…
      • Delivering professional email communications…
       
      • …to an interested audience…
        
      • …containing information they find valuable.
       
      Email is easy to do, but it’s hard to do well!
      Email – simply powerful, yet exceptionally complex!
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 7. It’s a 2-Step Process
      Step 1
      Strategy and list building
      Step 2
      Use best practices for success
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 8. Email Marketing
      Step 1
      Strategy and list building
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 9. Best Practices to increase success
      Setting objectives
      • Define objectives: “I want to…”
      Enhance customer / brand awareness
      Interact with my customers
      Increase event attendance
      Bring visitors back to my website
      Obtain donations for my nonprofit
      • Objectives determine:
      • 10. What information to collect
      • 11. Communication type
      • 12. Communication frequency
      • 13. Measuring success
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 14. Planning for Success
      • Who reads the email?
      • 15. When should the email be sent?
      • 16. Content
      It’s not about you
      It’s about what you know that is relevant to your readers
      • Make your email stand out
      Get the tone right
      Be an expert
      Focus on long term
      Develop a relationship
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 17. Step 1 - Building your list where you connect
      Where else do you have contact?
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 18. List Building
      The most important factor in successful email marketing is the list
      No matter how good your offer, if you don’t email the right target you will not get the response you want.
      • List Hygiene
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 19. Segment
      • Segmenting will help you boost the overall performance of your email marketing program.
      More relevant
      Communicate effectively
      • Re-engage customers who haven’t opened
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 23. Email Marketing is NOT
      Number one reason that consumers opt out of email ?
      Emails received were not relevant to them.
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 24. Permission and Spam
      • Opt-in from your website, meetings or storefront
      • 25. Requests for information, registrations forms, existing customer relationship
      • 26. Spam – unsolicited commercial email
      • 27. While tempting, it will have a negative impact on your business
      • 28. CAN SPAM compliance
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 29. Email Service vs. Outlook
      Standard Email Programs such as Outlook
      Email marketing providers automate best practices
      Examples and features based on Constant Contact
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 30. Using an email service provider
      • Email Service Providers automate best practices
      • 31. Provide templates
      • 32. Reinforce brand identity
      • 33. Email addressed to recipient only
      • 34. Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes
      • 35. Improves email delivery, tracks results and obeys the law
      • 36. Ultimately, delivers to your recipients a better and more effective product!
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 37. Email Marketing
      Step 2
      Use best practices for success
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 38. Look Professional
      • “From” and “Subject” Line
      • 39. Keep your design clean and uncluttered
      • 40. Don’t rely too much on graphics and use white space effectively
      • 41. Ensure that the most relevant messages are at the top of the page, above the “fold line”
      • 42. Include Call To Action links
      • 43. Proofread
      • 44. Make it easy to share
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 45. Content Has to Meet Your Objectives
      “I want to…”
      Promote
      Motivate purchases
      Increase event attendance
      Inform potential customers
      Differentiate
      Relate
      Increase loyalty
      Encourage referrals
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 53. Content Has to Have Value
      Promotional Email
      Discounts, Coupons, Offers, Incentives
      Relational Email
      Special Privileges, Acknowledgement
      Informative Email
      Advice, Research, Facts, Opinions
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 54. Coming Up With Valuable Email Content
      • Move from selling & telling to sustained, targeted, personalized and relevant information and offers
      Share your expertise
      Use facts & testimonials
      Give guidance & directions
      Offer discounts & coupons
      Exclusivity & VIP status
      Hold contests & giveaways
      Acknowledge your audience
      • Develop a plan!
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 55. Determine Appropriate Format
      • Newsletters
      Frequency
      Lots of educational content
      Use bullets, summarize information, be concise
      • Promotions / Invitations / Surveys
      Frequency
      Focus on promotion
      Use content to invite click-through or other action
      • Announcements
      Frequency
      Press releases, holiday greetings, thank you cards
      Use content to build deeper relationships
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 56. Branding Emails Consistently
      • Use different formats and similar designs…
      Include your logo
      Use consistent colors
      Use meaningful graphics
      Avoid drastic changes
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 57. Calling Your Audience to Action
      Calls to Action Include
      Links to click on
      Information to print out
      Phone numbers to call
      Instructions for reading the email
      Instructions for saving the email
      Describe the immediate benefits
      What’s in it for your audience?
      Why should they do it now?
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 58. Frequency & Delivery Time
      • How often to send
      Create a master schedule
      Keep content concise and relevant to planned frequency
      • When to send
      When is your audience most likely to read it?
      Day of week (Tuesday & Wednesday)
      Time of day (10am to 3pm)
      Send at different times and compare results
      • Maximum impact with minimum intrusion
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 59. Image Blocking
      Images must be enabled
      Default setting is manual –unlikely to change
      Use image descriptions
      Avoid image-only messages
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 60. Scanning Your Emails Before Sending
      • Scan emails through a spam filter to get a sense of how the email will fare with spam filters
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 61. Email Marketing
      Getting Emails Opened
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 62. “From” Line
      • The “From” line
      Use a name your audience recognizes
      Include your organization name or brand
      Refer to your business in the same way your audience does
      Be consistent
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 63. Subject Line
      • The “Subject” Line
      Keep it short and simple
      30-40 characters including spaces (5-8 words)
      Incorporate the immediate benefit of opening the email
      Capitalize and punctuate carefully
      Avoid copying the techniques inherent in spam emails
      Emails with shorter subject lines significantly outperform emails with
      longer subject lines.
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 64. Avoiding “Spam-speak”
      The words: free, guarantee, spam, credit card etc.
      ALL CAPITAL LETTERS
      Excessive punctuation !!!, ???
      Excessive use of “click here”
      $$, L@@K and other symbols
      No “From:” address
      Misleading subject lines
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 65. Personalization
      • Personalize for maximum impact and make message resonate
      Dear Susan,
      Thank you for your recent purchase of green tiles for your kitchen. Because you like green, we thought you might be interested in these green dishes…
      • Event triggered marketing
      • 66. Drip marketing campaigns
      • 67. But…don’t be creepy!
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 68. Evaluating Results
      • What influences your open and click-through rate ?
      • 69. Watch trends over time
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 70. Understanding Bounced and Blocked Email
      • “Hard Bounce” permanent condition
      Email address non-existent
      Misspelled/no longer in use
      • “Soft Bounce” could be temporary
      Server was down
      Mailbox is full
      Email was blocked
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 71. Understanding “Open” Rates
      Open tracking indicates level of interaction, not delivery
      An image imbedded in the email was enabled by the recipient
      I’m interested
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 72. Analyzing “Open” Rates
      Use open tracking to spot trends
      Open rates trending down
      Fewer subscribers are enabling images
      Decreased interest
      • Steady open rates
      • 73. Assume email is being received
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 74. Understanding Click-Through Rates
      A click-through happens when your subscriber clicks a link to
      Visit your website
      Download a file
      Take an online survey
      Send you an email
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 75. Capitalizing on Click-Through
      • Goal achievement
      • 76. Use links to drive traffic toward your goal
      Use click tracking to determine…
      Audience interests
      Clicks tell you what topics were interesting
      Save clickers in an interest list for targeted follow up
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 77. Understanding Unsubscribe Requests
      An unsubscribe request happens when your subscriber no longer wants to receive your emails
      Offer your subscribers permanent list removal
      Best practice is automatic removal with an unsubscribe link
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 78. Reducing Unsubscribe Requests
      Why do people unsubscribe?
      Over-communication and irrelevant content
      Poor targeting
      Enable your audience to leave comments when unsubscribing from your list
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 79. Understanding Email Forwarding
      Providing a forward link in your emails helps to…
      Identify people who forward your emails
      Format your forwarded emails correctly
      Enable the people who email to join your email list
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 80. Encouraging Email Forwards
      Use your forward report to
      Identify people who forward your emails
      Learn about the value of your email content
      • Help your audience spread the word - ask them to forward your email
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 81. Social Media
      Social Media and Email
      Ideal synergy between the two
      Messages can be sent to Facebook and Twitter and other SM
      • Social media links allow you to spread your word further
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 82. Test!
      • Test…to know what works best!
      Refine your message for maximum open and click-through rate
      Random sample
      • Then entire list
      Usually A/B test
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 87. Email Marketing
      Example
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 88. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 89. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 90. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 91. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 92. How does Solutions for Growth “do” email?
      • Identifies growth opportunities and establishes goals
      • 93. Devises strategy to reach goals
      • 94. Email channel
      Email address acquisition
      Email address database management
      Editorial calendar
      Email (template) design
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 98. Sign up for your FREE Constant Contact 60-day trial today!
      www.constantcontact.com/index.jsp?pn=
      SolutionsForGrowth
      David.Fischer@SolutionsForGrowthLLC.com
      914-533-7226
      www.SolutionsForGrowthLLC.com
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
    • 99. Questions?
      David.Fischer@SolutionsForGrowthLLC.com
      914-533-7226
      www.SolutionsForGrowthLLC.com
      © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com