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The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
The power of e mail marketing
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The power of e mail marketing

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  • 1. The<br />Power!<br />of E-Mail Marketing!<br />Presenter: Randy Aimone<br />
  • 2. Introductions<br />Inigo Montoya<br />In one (1) Breath<br />or less:<br />Your Name<br />Your Business<br />What you do for a living<br />1 thing that you want out of this seminar<br />
  • 3. About the Presenter<br />Simple,<br />Effective,<br />Affordable<br />Small Business Marketing<br />Randy Aimone, MBA<br />“Business Pediatrician”<br />845 597 7039<br />
  • 4. Today’s Agenda<br /> 1) Who you can effectively reach via E-mail2) Why and how you should develop an E-mail marketing mailing list.3) How NOT to use E-mail marketing 4) E-Mail Programs that will help you to maintain an E-mail list, keep your sanity, and stay out of jail . 5) How to create great E-mail content so your list that actually reads your E-mails<br /> 6) Your Questions & Concerns not covered<br />
  • 5. Small Business Marketing, In 2 Minutes<br />
  • 6. The Marketing Hourglass<br />© Duct Tape Marketing – all rights reserved<br />
  • 7. The Marketing Hourglass<br />© Duct Tape Marketing – all rights reserved<br />
  • 8. Permission vs. Interruption <br />
  • 9. Permission vs. Interruption <br />Permission-<br />Customers seek you. <br />The Art & Science of communicating with your customers at the:<br /> Right place, <br />Right time<br /> Right message<br />
  • 10. Permission vs. Interruption <br />Interruption- Mass Media- Newspaper, Radio, TV, Magazines. <br /> Content & messages you <br />Are NOT looking for.<br />
  • 11. Who can you reach via E-mail?<br />
  • 12. Who can you reach via E-mail?<br />Nearly everyone with a wallet<br />
  • 13. What is the US population % that checks E-mail at least weekly?<br />
  • 14. What is the US population % that checks E-mail at least weekly?<br />2009 Estimates: <br />73-85%<br />
  • 15. What is the US population % that checks E-mail at least weekly?<br />
  • 16. So who does NOT use E-mail?<br />The Very Old<br />The Very Poor<br />Those in much trouble<br />The Very Young<br />
  • 17. Who Does use E-mail?<br />Your Customers!!!<br />
  • 18. Why and how to develop a E-mail marketing newsletter list<br />Why?<br /> So you have people to E-mail<br />To Get Customers who Know you to Like, Trust, Try, Buy, Repeat and refer you.<br />
  • 19. Question:<br />Can’t I buy lists like I can with regular mail ?<br />
  • 20. Question:<br />Can’t I buy lists like I can with regular mail ?<br />YES!<br />BUT….<br />
  • 21. Question:<br />Can’t I buy lists like I can with regular mail ?<br />BUT….<br />Dangerous, Expensive, Inaccurate & Danger of Anti-Spam Laws. <br />
  • 22. Who to Develop an E-mail Newsletter List For?<br />Current Clients<br />Past Clients<br />Chamber & <br />Networking Contacts<br />Strategic Partners<br />Prospects<br />Should it include Everyone?<br />
  • 23. HOW to develop an E-Mail marketing list<br />Networking- BUT ASK PERMISSION!<br />Give value on your website in exchange<br /><ul><li> You will get many “Spam Oven” E-mail addresses
  • 24. Make Sure you give Value
  • 25. Ask your customers & Prospects</li></ul>Do Promise (and keep it!) not to sell, give away <br /> or abuse your E-Mail Addresses <br />
  • 26. HOW to develop an E-Mail marketing list<br />You are ALWAYS clear if you send an opt-in message to someone as your first E-mail<br />
  • 27. Anatomy of E-Mail<br />
  • 28. Anatomy of E-Mail<br />
  • 29. Anatomy of E-Mail<br />
  • 30. Anatomy of E-Mail<br />
  • 31. Anatomy of E-Mail<br />
  • 32. Anatomy of E-Mail<br />
  • 33. Anatomy of E-Mail<br />
  • 34. Anatomy of E-Mail<br />
  • 35. How to Use E-Mail Marketing to confuse, Alienate and loose customers<br />
  • 36. Using E-mail to confuse, Alienate and loose customers<br />Copy & paste industry jargon<br />For purposes of determining the amount of FET due under Rev. Rul. 2008-15 with respect to premiums paid during the quarterly tax period October 1, 2008, through December 31, 2008, a Taxpayer may use the safe harbor formula, described in Example 5, to compute the FET due on the Form 720 return.  A Taxpayer is not limited to the safe harbor formula; however, the safe harbor formula is a method the IRS has determined to be an acceptable method for calculating FET on transactions covered under Rev. Rul. 2008-15.<br />
  • 37. Using E-mail to confuse, Alienate and loose customers<br /> Send your entire E-mail as a Picture<br />“ Attachments, pictures and links in this image have been blocked for your safety”<br />
  • 38. Using E-mail to confuse, Alienate and loose customers<br />Don’t separate your customers from prospects<br />From: A company I’ve never heard of before…<br />Subject: Just updating everyone on shipping.<br />Yes, we are shipping. <br />That means those who placed pre-orders in May will be seeing shipping notices within the next <br />day or so. We hope to have all orders out by this weekend.<br /> We are spending quite a bit if time answering emails to the same question <br />so we thought it best to let you all know what's happening with one email blast.<br />
  • 39. Using E-mail to confuse, Alienate and loose customers<br /><ul><li> Lead with irrelevant information </li></ul>(to your audience)<br />
  • 40. Using E-mail to confuse, Alienate and loose customers<br /><ul><li> Trip Spam filters </li></ul>(such as mentioning Viagra or FREE in the title) <br /><ul><li> Make me scroll for the main idea
  • 41. Txt Abvs
  • 42. ALL CAPS</li></ul>Send too many E-mails…<br />
  • 43. Why is a better lunch meat than Marketing tactic<br />
  • 44. Why is a better lunch meat than Marketing tactic<br />The Can-Spam Act of 2003<br />“Controlling the Assault of Non-Solicited Pornography And Marketing”<br />
  • 45. Why is a better lunch meat than Marketing tactic<br />Your Spam is Canned if:<br />Unsubscribe compliance<br />A visible and operable unsubscribe mechanism is present in all emails.<br />Consumer opt-out requests are honored within 10 days.<br />Suppression lists are can only be used for compliance purposes.<br />Content compliance<br />Accurate from lines (including "friendly froms")<br />Relevant subject lines<br />A legitimate physical address of the publisher and/or advertiser is present.<br />A label is present if the content is adult.<br />Sending behavior compliance<br />A message cannot be sent to a harvested email address<br />A message cannot contain a false header<br />
  • 46. Why is a better lunch meat than Marketing tactic<br />Fines of up to $1,000,000 for an individual<br />Fines of up to $10,000,000 for a corporation<br />
  • 47. Why is a better lunch meat than Marketing tactic<br />More Practical: If your customers feel you are Spamming them, you loose one of the most effective marketing tools currently available<br />
  • 48. Question:How Often Should I Send out E-mails?<br />That depends-<br /> How often do your best customers purchase from you?<br /> Up to twice as often as the purchase cycle is “appropriate”<br /> At least 6 a year is a minimum. <br /> More often if you make it funny or highly informative (ideally both) <br />
  • 49. Should I use an<br /> E-mail program?<br />
  • 50. Why use an E-mail program?<br />Negatives:<br />Expensive<br />A new program to learn<br />I can E-mail from G-mail/AOL/Hotmail/<br />Outlook/Yahoo/RoadRunner/…<br />
  • 51. Why use an E-mail program?<br />Positives<br />Can send mass E-mails easily<br />Won’t close your E-mail account when you get rejected E-mails<br />Whitelists you so Gmail, AOL, Yahoo, etc. let your mail through<br />Gives you stats, figures and good data<br />Eliminates risk of $1,000,000 - $10,000,000 fine.<br />
  • 52. Recommended E-Mail Programs<br />Constant <br />Contact<br />Swiftpage<br />
  • 53. Recommended E-Mail Programs<br />“Introductory”<br />“Advanced”<br />& Drip Marketing<br />
  • 54. Writing E-Mail Messages<br />
  • 55. Content is King<br />1/3 of a second to get a client’s attention<br />Subject line is VERY Important<br />Entice your prospect to open your E-mail<br />DO NOT BE SALESY<br />
  • 56. BAD Subject Lines<br />Last Minute Gift - We Have The Answer <br />Valentines - Shop Early & Save 10% <br />Give a Gift Certificate this Holiday <br />Valentine's Day Salon and Spa Specials! <br />Gift Certificates - Easy & Elegant Giving - Let Them Choose <br />Need More Advertising Value From Your Marketing Partner? <br />[COMPANYNAME] Pioneers in Banana Technology <br />Renewal <br />Now Offering Banana Services! <br />It's still summer in Tahoe! [COMPANYNAME] Holiday Sales Event <br />The Future of International Trade <br />[COMPANYNAME] for your next dream home. <br />You Asked For More... <br />LESS than a 15% response!!<br />
  • 57. Great E-Mail Subject Lines<br />[COMPANYNAME] Newsletter - February 2006 <br />[COMPANYNAME] and [COMPANYNAME] Invites You! <br />Happy Holidays from [COMPANYNAME] <br />Invitation from [COMPANYNAME] <br />[COMPANYNAME] Jan/Feb 2006 Newsletter <br />Upcoming Events at [COMPANYNAME]<br />[COMPANYNAME] Coffee Exchange - Post-Katrina Update <br />We're Throwing a Party <br />October 2005 Newsletter <br />[COMPANYNAME] Racing Newsletter <br />Up to an 87% Response!<br />
  • 58. The Lesson?<br />BE Authentic<br />Say what is in the E-mail and it stands a better chance of being read!<br />Unopened E-Mails are Expensive <br />Run split A/B Tests until you know what YOUR clients want from you <br />
  • 59. Creating Great Content<br />Educate your audience on why YOU are their personal expert<br />Jargon <br />Free<br /><ul><li> Interesting bits on Top
  • 60. NO Sales pitches
  • 61. Action Steps on the Side</li></li></ul><li>Next Steps<br /><ul><li>Contact SCORE for assistance with your Marketing & Business Plan</li></ul>Free 1 Hour E-mail Strategy Consultation<br />Write “Yes” on the back of your card or Evaluation<br />

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