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The power of e mail marketing
 

The power of e mail marketing

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    The power of e mail marketing The power of e mail marketing Presentation Transcript

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