Email Marketing Best Practices

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Presented by Abu Noaman, CEO of Elliance and Ennect, to Business Technology Council. Includes a visual guide to email marketing best practices with examples, case studies and tips.

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Email Marketing Best Practices

  1. 1. ABC’s of e-Mail Marketing Get Customers. Keep Customers. Get More Customers.
  2. 2. Company Overview Ennect.com Elliance.com Seo.Elliance.com
  3. 3. Ennect e-Marketing Toolkit Overview
  4. 4. Key Trends
  5. 5. #1: The New Marketing Ecosystem is Here
  6. 6. #2: Customer’s New Ecosystem is Here
  7. 7. #3: Conversation Marketing Tsunami is Here
  8. 8. #4: The Age of eMarketing is Here <ul><li>Overall marketing budgets are shrinking </li></ul><ul><li>Yet, e-Marketing budgets are expanding </li></ul><ul><li>Reasons? </li></ul><ul><li>You look smarter </li></ul><ul><li>You get more insights </li></ul><ul><li>You can pull trigger faster </li></ul><ul><li>You get more marketing done – better, faster, cheaper </li></ul>
  9. 9. #5: Mobile is Here -> -> Then Now Will Be
  10. 10. #6: You Still Matter “ You get lots of marketing stuff done. cool.”
  11. 11. Sample e-Mail Marketing Plan for Phipps Conservatory
  12. 12. Step 0: Understand Marketing System
  13. 13. Build Permission Marketing Database
  14. 14. Step 1: Build Email List
  15. 15. From Website
  16. 16. From Reception Desk
  17. 17. From Call Center
  18. 18. From Gift Shop
  19. 19. From Special Occasions
  20. 20. From Classes & Programs
  21. 21. From Blog
  22. 22. From Contests
  23. 23. From Joint Marketing Events
  24. 24. Step 2: Create Branded Template System
  25. 25. <ul><li>e-Newsletters </li></ul><ul><li>Promotions </li></ul><ul><li>Contests </li></ul><ul><li>Event Invites </li></ul><ul><li>Special Announcements </li></ul><ul><li>Alerts </li></ul><ul><li>Crisis Communications </li></ul>
  26. 26. Step 3: Use Best Practices
  27. 27. From: Phipps Conservatory Use Best Practices Subject: Reason to Open Now Date: Give Enough Time to Plan a Visit
  28. 28. Short & Sweet – 1 Scroll Use Best Practices
  29. 29. 5-7 Reasons To Click Use Best Practices
  30. 30. Let Brand Essence Come Through Use Best Practices
  31. 31. Sell, Sell, Sell Use Best Practices
  32. 32. Educate & Engage People Use Best Practices
  33. 33. Stay CAN-SPAM Compliant Use Best Practices
  34. 34. Send It Regularly: People Expect it Use Best Practices
  35. 35. Step 4: Create Branded Landing Pages
  36. 36. <ul><li>Repeat headline on landing page </li></ul><ul><li>Amplify the story </li></ul><ul><li>Place clear call-to-actions </li></ul>Landing Page Best Practices
  37. 37. Step 5: Measure & Optimize Campaigns
  38. 38. Summary
  39. 39. Opens
  40. 40. Click Throughs
  41. 41. Bounce Back
  42. 42. Hot Prospects
  43. 43. Email Examples
  44. 44. Drive Attendance
  45. 45. Drive Attendance
  46. 46. Drive Attendance Luxottica
  47. 47. Drive Attendance
  48. 48. Drive Attendance
  49. 49. Deepen Relationships
  50. 50. Announce New Program
  51. 51. Encourage Online Banking
  52. 52. Unload Ad Inventory
  53. 53. Announce New Website
  54. 54. Announce New Website
  55. 55. Season’s Greetings
  56. 56. Season’s Greetings
  57. 57. About Ennect <ul><li>4 tools, 1 easy toolkit </li></ul><ul><li>Shared list management </li></ul><ul><li>CAN-SPAM safeguards </li></ul><ul><li>Pay-for-usage or subscription pricing </li></ul><ul><li>Insightful reports </li></ul>
  58. 58. <ul><li>Key Features </li></ul><ul><li>Starter templates </li></ul><ul><li>Upload visually rich emails </li></ul><ul><li>Email broadcasting </li></ul><ul><li>Insightful reporting including HotProspects </li></ul><ul><li>No contracts </li></ul><ul><li>No setup costs </li></ul><ul><li>Just 5¢ per email with volume discounts; non-profits & higher education discounts available </li></ul><ul><li>Perfect for Broadcasting </li></ul><ul><li>E-Newsletters </li></ul><ul><li>Promotions </li></ul><ul><li>Updates & Alerts </li></ul><ul><li>Invitations </li></ul><ul><li>Press Releases </li></ul><ul><li>Holiday Greetings </li></ul>
  59. 59. <ul><li>Key Features </li></ul><ul><li>Start with sample surveys </li></ul><ul><li>Create custom surveys </li></ul><ul><li>Send email invitations </li></ul><ul><li>Measure and chart responses </li></ul><ul><li>Segment and compare responses </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>Just 10¢ per response or unlimited annual subscription; non-profit and higher education discounts available </li></ul><ul><li>Perfect for: </li></ul><ul><li>Measuring Customer loyalty </li></ul><ul><li>Soliciting employee feedback </li></ul><ul><li>Obtaining event feedback </li></ul><ul><li>Spotting industry trends </li></ul><ul><li>Market research </li></ul>
  60. 60. <ul><li>Key Features </li></ul><ul><li>Create event websites </li></ul><ul><li>Send email invitations </li></ul><ul><li>Capture registrations with credit cards </li></ul><ul><li>Plan event details </li></ul><ul><li>Print badges </li></ul><ul><li>Review comprehensive reports </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>No cost-per-registrant fee </li></ul><ul><li>Multi-event, non-profit and higher education discounts available </li></ul><ul><li>Perfect for Organizing: </li></ul><ul><li>Seminars </li></ul><ul><li>Conferences </li></ul><ul><li>Tradeshows </li></ul><ul><li>Corporate Parties </li></ul><ul><li>Vendor Fairs </li></ul>
  61. 61. <ul><li>Key Features </li></ul><ul><li>Create online contests & sweepstakes </li></ul><ul><li>Send email invitations </li></ul><ul><li>Accept participants from panels, search engines and forums </li></ul><ul><li>Measure and chart responses </li></ul><ul><li>Segment and compare responses </li></ul><ul><li>Draw winners </li></ul><ul><li>No contracts </li></ul><ul><li>No set up costs </li></ul><ul><li>Just 10¢ per response; non-profit and higher education discounts available </li></ul><ul><li>Perfect for: </li></ul><ul><li>Generating email list </li></ul><ul><li>Running contests </li></ul><ul><li>Maximizing participation </li></ul><ul><li>Market research </li></ul>
  62. 62. Key Highlights <ul><li>Do-It-Yourself </li></ul><ul><li>Point-Click-Type ease </li></ul><ul><li>Real-Time Measurement, Actionable Insights </li></ul><ul><li>4 Tools, 1 Easy Interface </li></ul><ul><li>Pay-as-You-Go or Buy-Bundle Pricing </li></ul><ul><li>Web-Based </li></ul>
  63. 63. Key Benefits <ul><li>Saves time </li></ul><ul><li>Gives insights </li></ul><ul><li>Gets you closer to your customers </li></ul><ul><li>Helps you get more marketing done </li></ul><ul><li>In a Nutshell, Ennect gives you </li></ul><ul><li>Customer Intelligence </li></ul><ul><li>Customer Communications </li></ul><ul><li>Customer Engagement </li></ul>
  64. 64. Questions? Contact Abu Noaman CEO Phone: 412.586.1480 x 623 Email: [email_address] Twitter: @noaman
  65. 65. For Further Information www.ennect.com www.elliance.com seo.elliance.com
  66. 66. Thank You

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