Email marketing 101

Thinking of beginning an email marketing program? What to keep in mind when getting started Sandi Karchmer Solow I Send Your Email [email_address]

More about Sandi Solow…
I am a freelance email marketing manager for companies of all sizes – those that are either beginning an email marketing program or have an established program that needs additional resources.
Work on an hourly- or project basis to help companies answer the following questions:
Message: What do you want your emails to say?
Audience: Who do you want to receive your emails?
Format: What will your emails look like?
Measurement: How will we know the email was successful?
My company: www.ISendYourEmail.com

Getting started process flow ? Why are you going to begin an email program? Create an editorial calendar Develop message content Develop an audience list and/or decide who you’ll be emailing Potential costs determined by knowing who and how often Selecting an email service provider is a function of needs and budget

Why are you sending emails?
“Because I think I should” – not the best answer
Have a clear goal for your program
Sales
Brand awareness
Can you sustain your idea/goal?

Now that you know who you’ll be emailing, what are you going to send them?
A relationship built on trust
You’ll live up to your promise of sending relevant content
What does your audience want to receive?
Use email collection on site to ask for demographics and set information preferences

Take the time to develop your list
Market your subscription button
“ Sell” the subscribe
Promote subscribing
Empower the Front Line
Article by Kimberly Snyder published on MarketingProfs.com on June 17, 2008

Don’t use ESP to pick an ESP
ESP = Email Service Provider
Can help you avoid spam filters
Message scanners review before blasting
May know of ISP issues
Select your ESP carefully
Budget
How often you’ll be sending
How large your list size is/will be

You’ve developed an audience… now what?
There’s more to it than just hitting the send button
Refer to editorial calendar
Factor in time to create a compelling message
For each blast, carefully scan your recipient list
Afterwards, look at your message stats (opens, clicks, blocks, bounces)
Doesn’t include time for A/B testing

Workflow of a message blast Write out the content Decide email recipients Design HTML and text emails Test both versions of the emails in different formats; revise as necessary Send the email Post-blast analysis

Pitfalls of Poor Content
Unsubscribe rates increase
Run the risk of being called a Spammer
Damages your brand image

How to avoid being a spammer?
No silver bullet answer
Only takes 0.1% to blacklist you
Don’t purchase lists
Never email someone who hasn’t requested to hear from you
Develop a list that’s permission-based

How to develop a permission-based list Lose people who originally sign-up Gives you a database of very strong leads Collect address on site and confirm via follow-up email Double Opt-In Not everyone reads the pre-checked box and is later annoyed when they get your email It’s easy and legal Give visitors the chance to sign up for something else along with a pre-checked box that will subscribe them to your list. Opt-out Not guaranteed permission; anyone can sign-up Easy to sign-up Collect via form on site Opt-in Cons Pros What is this?

Contact info
Sandi Karchmer Solow
I Send Your Email
[email_address]

http://www.myfashionemallblog.net	194
http://infotechclassroom.blogspot.com	157
http://www.infotechclassroom.blogspot.com	12
http://www.agglom.com	5
http://www.slideshare.net	4
http://feeds.feedburner.com	2
http://infotechclassroom.blogspot.in	1

Email marketing 101

by Sandi Solow on Jul 22, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 375

Statistics

Email marketing 101 — Presentation Transcript