Email Marketing (101)

Email MarketingDecember 8, 2010Chas GrundyDirector of Interactive Marketing

11% of teens use email dailyh"p://pewinternet.org/Reports/2010/Teens‐and‐Mobile‐Phones.aspx 2011 E‐Expecta@ons Report h"p://www.noellevitz.com 

79% of teens use email to learn about schoolsh"p://pewinternet.org/Reports/2010/Teens‐and‐Mobile‐Phones.aspx 2011 E‐Expecta@ons Report h"p://www.noellevitz.com 

Brochures Search Marketing Direct Mail FacebookTelevision Website YouTube Radio iTunes U Outdoor Public Email Relations Marketing

PERMISSION

Permission Means…  OK TO USE   DEFINITELY NOT OK TO USE   Opted in from my site  x  I havent emailed the   Purchased a product from  recipients address for more  me within the last 2 years  than 2 years   Handed me their business  x  I obtained the email  card at a trade show or  addresses from a third party  other event knowing Id  contact them  x  I scraped or "copy and  pasted" the addresses from   They completed an oﬄine  form and indicated they  the Internet  wanted to be emailed  Source: Campaign Monitor 

•  Sign up forms •  Subscribe from  website •  Opt in at events •  Previous registrants 

askwhenthey’rehappiest

Quality over Quantity h"p://www.ﬂickr.com/photos/4wardever/5023427371/ 

Removing bad addresses  How you got  on this list What you’ll get from staying on  Super easy to  unsubscribe  h"p://www.ﬂickr.com/photos/otrops/4250799736/ 

CAN‐SPAM  Act of 2003  The CAN‐SPAM Act, a  law that sets the rules  for commercial email,  establishes requirements  for commercial  messages, gives  recipients the right to  have you stop emailing  them, and spells out  tough penal@es for  viola@ons. h"p://business.^c.gov/documents/bus61‐can‐spam‐act‐Compliance‐Guide‐for‐Business1 

$16,000 h"p://www.ﬂickr.com/photos/63056612@N00/155554663/ 

INSTITUTIONAL SPAM  h"p://www.ﬂickr.com/photos/kkbb/266081922/ 

Subscribing via ListServSubscribing via Campaign Monitor

ListServ Pros  Cons •  Free  •  No stats  •  Hard to subscribe and  unsubscribe  •  Inconsistent support of  HTML  •  Diﬃcult to send HTML  emails  •  Can get ND spam blocked  •  Requires approvals 

Email Service Providers •  Protect your status, get your emails through •  Provide stats •  Easy to subscribe and unsubscribe •  Easy to send emails •  Use templates 

What gets measured gets improved.

A/B Testing

Blast Newsletter Letter• Postcard • Regular • Internal schedule• Short, • Readable sweet • Consistent • Get to the• What’s the • Scannable point point? • Useful• Call to Action

Type: BlastGoal: SellSoftwareGood  Top is clear,scannable  ScreenshotsBad  First, A Recap  Where’s theCall-to-Action?

Type: BlastGoal: GainsupportersGood  Emotionalconnection  Image sells it  Call to action!Bad  What is it for?

Type: NewsletterGoal: Increasefollowers, convertto customersGood  Catchy images  Scannableheadlines  Drive towebsiteBad  Reinforcepermission andunsubscribe

Images oﬀ  Images on 

presentation by chas grundy email chas@grundyhome.com blog grundyhome.com twitter twitter.com/chasgrundy linkedin linkedin.com/in/chasgrundy this presentation is available at slideshare.net/chasgrundy

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Email Marketing (101)

by Chas Grundy on Dec 08, 2010

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Email Marketing (101) — Presentation Transcript