Email Marketing Strategies and Tips for Small and Local Businesses

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Learn how to utilize email marketing to drive sales, leads, and return customers to your small or local business. Find out how to create and deliver Helpful, Actionable Messages (HAM) via email to give your business a cost effective boost.

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Email Marketing Strategies and Tips for Small and Local Businesses

  1. 1.
  2. 2. All Ham & No Spam<br />Email marketing tips and strategies for small businesses.<br />
  3. 3. What is Kutenda?<br />
  4. 4. Agenda<br /><ul><li>SPAM
  5. 5. HAM
  6. 6. Why make HAM?
  7. 7. Recipes for making HAM
  8. 8. Getting HAM Delivered
  9. 9. Finding HAM Lovers</li></li></ul><li>Let’s talk about that elephant…<br />
  10. 10. What is SPAM?<br />Spam (spām) - unsolicited bulk commercial electronic mail message<br />
  11. 11. CAN-SPAM<br />CAN-SPAM defines a "commercial electronic mail message" as "any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service (including content on an Internet website operated for a commercial purpose)." It exempts "transactional or relationship messages."<br />
  12. 12. Realistically, SPAM is just EMAIL PEOPLE DON’T WANT TO RECEIVE.<br />
  13. 13. That’s why it’s all about HAM<br />
  14. 14. HelpfulActionableMessages<br />
  15. 15. Why bother making HAM?<br /><ul><li>Build awareness
  16. 16. Build rapport
  17. 17. Generate return sales
  18. 18. Generate new leads and sales</li></li></ul><li>2008 study by the Direct Marketing Association,THE ROI FOR EMAIL MARKETING WAS $48FOR EVERY DOLLAR SPENT!<br />
  19. 19. Email marketing can make you SERIOUS MONEY.<br />
  20. 20. The funny thing about email…<br />It’s almost always more cost effective to marketing to current prospects and clients than to keep on trying to find new clients.<br />
  21. 21. Types of HAM<br />
  22. 22. Newsletters<br />
  23. 23. Special Offers/Sales<br />
  24. 24. Webinars<br />
  25. 25. Free Information<br />
  26. 26. Educational<br />
  27. 27. Events<br />
  28. 28. Autoresponders<br />
  29. 29. Email marketing isn’t a one time email…it’s a SERIES OF MEANINGFUL COMMUNICATIONS<br />
  30. 30. Action Item:Create a list of the marketing emails you currently send out and a list of marketing emails you know you should send out.<br />
  31. 31. HAM Recipes<br />
  32. 32. Keep it helpful using TARGETED MAILING LISTS<br />
  33. 33. Segment by:Product lineSales process milestonesCustomer typesBusiness verticalRepeat vs. one-time customers<br />
  34. 34. Action Item:Create a list of the various segments you’d want to send targeted marketing messages to.<br />
  35. 35. MAKE YOUR EMAIL MESSAGES ACTIONABLE<br />
  36. 36. If there is no action in your marketing email, is it really worth sending?No.<br />
  37. 37. Email Actions:Special offersEvaluation/assessmentsWebinarsDownloadsCheck out our…<br />
  38. 38. Action Item:Create a list of offers, events, etc. that you use to get your clients and prospects to interact with you.<br />
  39. 39. HAM Tips<br />
  40. 40. Subject Line Tips<br />
  41. 41. Identify yourself!<br />
  42. 42. Entice<br />
  43. 43. Include your offer in the subject line<br />
  44. 44. Spend some time on it!<br />
  45. 45. “FROM”Address Tips<br />
  46. 46. Use a “from” that’s recognizable to your recipients.<br />
  47. 47. Body Content Tips<br />
  48. 48. Image Tips<br />
  49. 49. Not everyone will see your images. Make sure the message makes sense without them!<br />
  50. 50. Always use “alt” tags to describe the images<br />
  51. 51. Prepare for the PREVIEW PANE Most important information should be at the top.<br />
  52. 52. When someone is opting into your emails, give them the option of having HTML or text only emails.<br />
  53. 53. Every email you send should give recipients the option to UNSUBSCRIBE<br />
  54. 54. Process Your UnsubscribesIMMEDIATLY<br />
  55. 55. Always TEST emailsbefore you send them out.<br />
  56. 56. Email Test Checklist:Verify subject line textCheck body content for errorsCheck HTML & non-HTML versionsCheck the overall layoutCheck all imagesCheck to make sure all links work!<br />
  57. 57. Check on multiple providers:GmailHotmailYahoo! MailOutlookApple MailAOL Mail<br />
  58. 58. Landing Pages<br />
  59. 59. If you have an offer in your email, you should have a landing page.NO HOMEPAGE LINKING<br />
  60. 60. Keep look and feel of your email templates and landing pages similar.<br />
  61. 61. HAM Delivery<br />
  62. 62. Getting emails reported as SPAM is a common way to get your emails blocked.<br />
  63. 63. Ask yourself this question:Is this HAM or SPAM?<br />
  64. 64. Target, Target, Target<br />
  65. 65. Double opt-in increases your deliverability (not to mention the quality of your list.)<br />
  66. 66. Email Deliverability DON’TS<br />
  67. 67. Excessive punctuation!!!!!!<br />
  68. 68. Mispeld Words<br />
  69. 69. W#rds $pelledW!th $pec!alCh@r@cter$<br />
  70. 70. Too many images vs. text<br />
  71. 71. EXCESSIVEUSEOFCOLOREDFONTSANDBACKGROUNDS<br />
  72. 72. ExcessivelyLARGEorsmallFonts<br />
  73. 73. Use an embedded style sheet, not font tags, where possible.<br />
  74. 74. STOPWords<br />
  75. 75. AdultGamblingContest relatedMedicalWeight lossFinancialDating<br />Look<br />out for<br />wordswith<br />more than<br />one meaning!<br />
  76. 76. Finding HAM Lovers<br />
  77. 77. Provide sign ups for special offers, newsletters, etc. in your communications and on your website.<br />
  78. 78. Make it easy for users to share your communications and your website.<br />
  79. 79. Add opt-ins to your sign-up/purchasing process.<br />
  80. 80. Give away useful content & collect contact info in the sign up process.<br />
  81. 81. Run a contest.<br />
  82. 82. Find cross-marketingopportunities.<br />
  83. 83. Build awareness for your email communications through SOCIAL MEDIA.<br />
  84. 84. Do a webinar!<br />
  85. 85. Offline Engagement<br />
  86. 86. Marketing to a good list is cheaper than marketing to get new prospects<br />
  87. 87. That’s it!<br />
  88. 88. What We Covered<br /><ul><li>SPAM
  89. 89. HAM
  90. 90. Why make HAM?
  91. 91. Recipes for making HAM
  92. 92. Getting HAM Delivered
  93. 93. Finding HAM Lovers</li></li></ul><li>Sign up for Kutenda!<br />
  94. 94. Q & A<br />

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