Email Marketing (101)

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Presented at the University of Notre Dame on December 8, 2010.

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Email Marketing (101)

  1. 1. Email MarketingDecember 8, 2010Chas GrundyDirector of Interactive Marketing
  2. 2. 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

  3. 3. 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

  4. 4. Brochures Search Marketing Direct Mail FacebookTelevision Website YouTube Radio iTunes U Outdoor Public Email Relations Marketing
  5. 5. PERMISSION
  6. 6. 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

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

  8. 8. askwhenthey’rehappiest
  9. 9. Quality over Quantity h"p://www.flickr.com/photos/4wardever/5023427371/

  10. 10. 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/

  11. 11. 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

  12. 12. $16,000 h"p://www.flickr.com/photos/63056612@N00/155554663/

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

  14. 14. Subscribing via ListServSubscribing via Campaign Monitor
  15. 15. 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

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

  17. 17. What gets measured gets improved.
  18. 18. A/B Testing
  19. 19. Blast Newsletter Letter• Postcard • Regular • Internal schedule• Short, • Readable sweet • Consistent • Get to the• What’s the • Scannable point point? • Useful• Call to Action
  20. 20. Type: BlastGoal: SellSoftwareGood  Top is clear,scannable  ScreenshotsBad  First, A Recap  Where’s theCall-to-Action?
  21. 21. Type: BlastGoal: GainsupportersGood  Emotionalconnection  Image sells it  Call to action!Bad  What is it for?
  22. 22. Type: NewsletterGoal: Increasefollowers, convertto customersGood  Catchy images  Scannableheadlines  Drive towebsiteBad  Reinforcepermission andunsubscribe
  23. 23. Images
off
 Images
on

  24. 24. 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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