Secret formula to email marketing success


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  • Hi there! My name is Sheryl Connelly and I am the CEO of Marketing Media Management. For those of you who aren’t familiar with MMM as we lovingly refer to it, we are a full service online marketing agency, specializing in social media and content marketing.
  • So by the time they called me, their budget was sapped….
  • How many of you have been there? Thank you for being honest--- welcome to the club! See- you aren’t alone.
  • A qualified prospect (local politician’s daughter), who’s reception was estimated at $75,000, fell through the cracks. When the sales rep called to follow up, she found out they went with another venue. Why? A targeted email campaign that was creative, relevant and strategic.
  • Secret formula to email marketing success

    1. 1. The secret formula to email marketing success<br />Presented by Sheryl Connelly<br />Have a smart phone? Take a moment to Check-In With Marketing Media Management on:<br />
    2. 2. Disclaimer…<br />I suffered a brain injury when I was younger…<br />Please ask questions<br />
    3. 3. agenda<br /><ul><li>My Mission
    4. 4. 30-Day extended service plan
    5. 5. Because I WANT you to:
    6. 6. Remember what you learned when you go back to the office
    7. 7. Be able to put the information presented today to use
    8. 8. Connect with me afterward to clarify key points of information if needed
    9. 9. Say afterward, “Well that’s a few hours of my time…WELL SPENT!”</li></li></ul><li>Did you know?<br />According to the Direct Marketing Association<br />Email marketing generates a return of $42.01 per every dollar that was spent in 2010<br />Email outperformed every other marketing channel EXCEPT social media <br />38.5% of businesses surveyed indicated email marketing as one of their top 3 advertising mediums<br />Second to SEO, email marketing generates the most lead conversions<br />
    10. 10. Did you know?<br />Emails sent Tues-Fri from 7-9pm get the highest open rates for Brides and Parents<br />Exception: Work email address. <br />Optimal time to those email addresses is Tue-Thurs at 10am.<br />Email was cited as the top website traffic generating tool for retail, service, and restaurant establishments<br />87% of couples will use the internet to plan their wedding<br />64% will use Search Engines to search for wedding vendors<br />47% will use local internet websites to search for wedding vendors<br />31% use national websites<br />Email = referral engine<br />
    11. 11. So how do you build a Referral engine?<br />When you…<br />Are in an uber competitive industry<br />Are on a budget<br />Don’t have an admin<br />Have limited time<br />
    12. 12. Let me tell you about….<br />A Hotel and Conference Center in MO<br />20 miles east of Kansas City<br />Conference Center name has been withheld at the request of the client.<br />
    13. 13. BEFORE<br />50% of their business is wedding receptions<br />Constant lead overturn<br />Bridal leads weren’t coming from their website or e-mail newsletters<br />Client reported that the best leads came from Bridal Shows where they booked appts. at the show<br />No formalized follow up or lead conversion plan in place <br />Spending in excess of $19,000 on direct mail campaigns to Brides<br />
    14. 14. BEFORE cont.<br />The balance of their budget was spent on print, radio, and TV advertising <br />One print vendor offered a guaranteed opt-in email lead list for brides, but they were not using it<br />Could not measure the effectiveness of radio or TV spots<br />No value added services provided (online listing, email list, etc.)<br />
    15. 15. budget sapped, Sales people overworked, management frustrated<br />Managers Objections to a Focused, Targeted 3- month Email Marketing Campaign <br />We’ve tried it and it doesn’t work <br />We already send out a newsletter<br />Our sales people need to network more<br />We need to do more bridal shows to build our list<br />Really??????? (See sub-bullet 1)<br />Too busy to take on another project <br />
    16. 16. Learning things the hard way <br />Heck, I still do (Stubborn)<br />Working on a shoestring budget <br />Ok, so shoestrings are an upgrade<br />Lamenting over every print, direct mail, radio or other advertisement for a competitor and thinking they were getting more business<br />Tossing money at an inexpensive marketing gimmick because someone in a networking group said it worked for someone else<br />I’ve been there…<br />
    17. 17. One day, the phone rang<br />Guess what pushed them over the edge?<br />
    18. 18. 3 months later<br />
    19. 19. Outcomes<br />$3375.00 reduction in hard and soft costs<br />Doubled revenue<br />Increase in productivity<br />Most of the email content was automated and lists were continuously scrubbed<br />Sales was spending more face-time with clients to give top notch customer service<br />Lead to an increase in word of mouth referrals<br />The savings was used to increase spend on print ads in local wedding publication with email opt-in lists and a social media initiative<br />Considering stopping direct mail campaigns for wedding prospects<br />
    20. 20. Can you afford not to give yourself a raise?<br />Do you want to work smarter not harder?<br />Do you believe that building rapport with your prospects leads to sales?<br />Are you looking to upgrade your skills to have an advantage in the competitive wedding industry?<br />Are you ready to find out what the secret formula to email marketing success is?<br />
    21. 21. Creativity + Relevancy <br />+ Strategy + Tool Usage =<br />So what is the secret formula?<br />Email Marketing Success!<br />
    22. 22. How do you get people to OPEN, READ, and TAKE ACTION?<br />Subject Lines<br />Templates<br />Photos<br />Graphics<br />Content Layout<br />Specific Landing Pages (if using email to lead generate)<br />Campaigns<br />Be Creative<br />
    23. 23. Be Relevant<br />A Forrester Research study noted that $144 million will be wasted on emails that get lost in inbox clutter due to a lack of relevancy.<br />How to be more relevant<br />Branding consistency<br />Message content<br />Transactional<br />Welcome Campaigns<br />Custom Drip Feed Campaigns<br />Trigger campaigns<br />Segmentation<br />Timing<br />
    24. 24. Welcome Letters and Drip Feeds<br />
    25. 25. Be Strategic<br />Sending out a newsletter isn’t enough anymore….<br />Begin with the end in mind<br />Define your qualitative goals<br />Create quantitative goals<br />Create content strategy and send frequency<br />Compile Budget and ROI Projections<br />Choose tools<br />Engage professional help<br />Measure outcomes<br />Evaluate and tweak strategy accordingly <br />
    26. 26. Opt-In<br />CANN- Anti-spam compliant<br />List building activities (website, social media, directories, events, seminars, bridal shows, etc.)<br />Some bridal advertising outlets offer a qualified lead list <br />3rd Party List Tool Providers<br />Full service email marketing plus CRM<br />Address Two- FREE trial if you see me after the seminar<br />Email Marketing Template Driven <br />Constant Contact<br />Mailchimp<br />Awebber<br />MyEmma<br />Use the tools<br />
    27. 27. Segmentation<br />Age, Date of Wedding, Type of Wedding, Geography, # of guests, etc.<br />Current traditional advertising<br />Do they offer email lists or leads as add-ons or standard?<br />Online listings to drive traffic to your website or social media squeeze pages?<br />Online marketing tools<br />Squeeze pages on social media and website<br />Free reports, whitepapers, tip sheets, etc.<br />Automation<br />Drip Feed Campaigns<br />Autoresponders<br />Unsubscribes<br />List cleaning<br />Use the tools<br />
    28. 28. Testing<br />A/B Testing<br />Customer Surveys<br />Focus Groups<br />Measurements<br />Open rates<br />Click-through rates<br />unsubscribes<br />Use the tools<br />
    29. 29. Using your personal email program to send bulk emails<br />IE- Outlook, setting up groups in Yahoo, Safari, Hotmail, Gmail, etc.<br />BLACKLISTED<br />Email more than once per week to your list<br />Continuously add to your list without evaluating<br />Clean it up once a quarter<br />Can be automated<br />Purchase or rent lists from unknown sources<br />Email Marketing Don’ts<br />
    30. 30. You have choices<br />Self study- DIY<br />Professional instruction and coaching<br />Hire someone/outsource<br />OR a mix of the three depending upon your budget<br />
    31. 31. Social media Connections to continue to learn and grow<br />New seminar series starts August 1st.<br />Reserve your seat at:<br />
    32. 32. Vendor-Versity “How to” Email class hosted by PWG<br />Email Marketing How To’s (Scheduled for August)<br />Real Time Practice (bring your laptop)<br />Which tools are the best to use<br />Creating captivating subject lines<br />Content and Video and Graphics OH MY!<br />How to do A/B Testing and improve open, response, and click through rates<br />How to use the PWG lead system<br />And much, much, more<br />Social Media Marketing<br />SEO/SEM<br />Website Optimization<br />Marketing Plans<br />
    33. 33. If You want professional help…<br />Our mission is to help You get the most out of your marketing campaigns<br /><br />
    34. 34. What ever you do with EMail marketing for your business, don’t be a….<br />
    35. 35. Questions?<br />
    36. 36. It doesn’t matter what size the business is, only the size of the online presence. Do it right. Do it big. The business grows.<br />Thank You<br />