Email marketing 101

Email Marketing 101 5 Keys to Email Marketing Success Thursday, May 6, 2010

Why Email Marketing? Thursday, May 6, 2010

Cost per Lead Across Various Direct Marketing Methods $10.00 $9.94 $7.50 $5.00 $2.50 $2.00 $1.10 $0 $0.55 Banner Ads Direct Mail $0.45 Yellow Pages Email Search Source: Piper Jaffrey & Co. Thursday, May 6, 2010

Beneﬁts • Cost Effective • Builds Relationships & Trust • High Return on Investment Thursday, May 6, 2010

Key #1 Get Permission! Thursday, May 6, 2010

What is Spam? Thursday, May 6, 2010

Thursday, May 6, 2010

Spam and the Law • Address and Contact Information • Accurate Information • Opt-Out - Within One week • Can’t Use “Scraped” Email Addresses Thursday, May 6, 2010

Use the Golden Rule Thursday, May 6, 2010

Email List Etiquette • Ask Permission • Provide a Way Out • Would you consider it Spam? Thursday, May 6, 2010

Key #2 Outsource Thursday, May 6, 2010

Why Outsource? • CAN-Spam Law Compliance • Deliverability • Advanced Reporting • A/B Split Testing • Free Templates Thursday, May 6, 2010

Email Providers • CampaignMonitor • MailChimp • VerticalResponse • Campaigner • Emma • Blue Sky Factory Thursday, May 6, 2010

Advanced Reporting Design Tools Deliverability List Management Thursday, May 6, 2010

Free Email Templates • CampaignMonitor - 30 Free Templates • MailChimp - 4 Free Templates Thursday, May 6, 2010

Key #3 Build & Segment Your Lists Thursday, May 6, 2010

Building Your List • Simply Ask • Form on Your Website • Giveaways • Perks • Popups Thursday, May 6, 2010

Segment. Your. Lists. Thursday, May 6, 2010

Why Segment? • The Golden Rule • Higher Open & Click Through Rates • Less Expensive • Provides More Value Thursday, May 6, 2010

Segmenting • Multiple Lists • Geotargeting • Social Demographics • Purchase History Thursday, May 6, 2010

Key #4 Provide Value Thursday, May 6, 2010

Types of Emails • Newsletters/Informative • Product/Promotion • Single Announcement • Series Thursday, May 6, 2010

It’s Not About You. Thursday, May 6, 2010

W.I.I.F.M. Thursday, May 6, 2010

Providing Value • Do what you say you will do • Go above and beyond • Be consistent Thursday, May 6, 2010

Key #5 Convert Thursday, May 6, 2010

Creating Your Email • Reply-to Email Address • From Name • Subject Line • Email Content Thursday, May 6, 2010

Great Subject Lines • Be Direct and Concise • State the Beneﬁt Up Front • Secrets, Tips, Lists, Testimonials Thursday, May 6, 2010

More Subject Lines • Ask a Question • Create Urgency • Give Something Away Thursday, May 6, 2010

Subject Line Warnings • Be short - limit to 50 characters • Avoid these words: Help, Percent Off, Reminder, Free • The ﬁrst 5 words are... Thursday, May 6, 2010

Getting Conversions • Clear Call to Action • Landing Page • Simple is Better • TEST, TEST, TEST Thursday, May 6, 2010

Tracking • Email Analytics • Google Analytics • Goal Tracking • E-Commerce Tracking Thursday, May 6, 2010

Email Best Practices • Best Times to Send • Frequency of Emails? • eROI Email Marketing Statistics Thursday, May 6, 2010

Slides Slides will be posted to http://brandoneley.com Thursday, May 6, 2010

Brandon Eley Interactive Director, Kelsey Advertising & Design brandon@kelseyads.com Twitter: @beley Online Marketing Inside Out By Brandon Eley & Shayne Tilley www.brandoneley.com www.kelseyads.com Thursday, May 6, 2010

Attribution • http://www.ﬂickr.com/photos/comedynose/4236355151/ • http://www.ﬂickr.com/photos/maguisso/1205113333/ Thursday, May 6, 2010

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Email marketing 101

by Brandon Eley on May 08, 2010

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Email marketing 101 — Presentation Transcript