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E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
E mail marketing
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E mail marketing


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Internet Business Mastery class presentation June 2010

Internet Business Mastery class presentation June 2010

Published in: Business, Technology
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  • 1. eMail Marketing<br />Chad Miller<br />
  • 2. eMail Marketing, the marketing tool you can't afford to ignore. <br />
  • 3. “e-Mail Marketing is the wave of the future. Fast and cost-effective, e-mail must become an important part of your integrated marketing and media plan.”<br />Peppers & Rogers Group<br />
  • 4. Answering the WHAT? WHY? and HOW? <br />What is eMail Marketing?<br />Why does it work?<br />How to do it?<br />
  • 5. What Is Email Marketing?<br />Utilizing email to deliver professional<br />communications to an interested<br />audience containing information the<br />recipient finds valuable in order to:<br />establish regular, on going relationship<br />educate<br />promote identity awareness<br />stay “top-of-mind” with subscribers<br />spark immediately action<br />broaden your audience<br />
  • 6. Common e-Mail Marketing Objectives<br /><ul><li>Build brand awareness
  • 7. Acquire new leads/ registrants/ customers/ clients
  • 8. Drive immediate sales
  • 9. Enhance customer retention
  • 10. Build stronger relationships with existing customers/clients
  • 11. Provide company or product information
  • 12. Increase revenues by up-selling to existing customers/clients
  • 13. Post-order targeted e-mails
  • 14. As part of an integrated marketing strategy</li></li></ul><li>Top Interest Areas for Permission e-Mail Users in the US<br /><ul><li>Specials/offers from online merchants
  • 15. Specials/offers from local retailers or restaurants
  • 16. Household tips/recipes/crafts
  • 17. Humor
  • 18. Travel
  • 19. Entertainment
  • 20. Weather
  • 21. Local news
  • 22. Tech/business news
  • 23. Finance/stock information
  • 24. Sports</li></li></ul><li>Why eMail Marketing?<br /><ul><li>Cost Savings
  • 25. Quick Response Cycles
  • 26. Generates Revenues
  • 27. Popular Medium
  • 28. Effective Medium
  • 29. Results are Measurable
  • 30. Builds Customer Relations</li></li></ul><li>Top reasons why US Internet users respond to e-mail offers<br /><ul><li>Know and trust brand
  • 31. Relevant information
  • 32. Good prices
  • 33. Friend has recommended
  • 34. Price/coupon/reward
  • 35. Timely
  • 36. Compelling subject
  • 37. Entertaining</li></li></ul><li>Cost Savings due to eMail Usage among US companies, 2002<br />Source: AIM, April 2002, n=110 companies<br />
  • 38. Revenue Generated through eMail Usage among US companies, 2002<br />Source: AIM, April 2002, n=110 companies<br />
  • 39. Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic<br />Source: Forrester Research, March 2001<br />
  • 40. Online Marketing Methods used for effective acquisition versus retention <br />Source: DMA- April, 2002<br />
  • 41. Why Does “Good” Email Work?<br />Because people open email<br />from businesses they know and trust…<br />
  • 42. It’s a multi-step process…<br /><ul><li>Make a connection and build</li></ul>permission-based lists<br /><ul><li>Nurture the connection to form a relationship through your email Campaigns
  • 43. Invest in the relationship to build trust (evaluate your results and refine your</li></ul>process)<br />
  • 44. Step 1: Making the Connection<br />
  • 45. Step 2: Nurture the Connection<br />
  • 46. Step 3: Invest in the Relationship<br />
  • 47. Email Marketing Tips: Strategy and Techniques<br /><ul><li>Why Use an Email Service?
  • 48. Permission and SPAM
  • 49. Targeting and Segmentation
  • 50. Format and Frequency
  • 51. Getting Email Opened</li></li></ul><li>Email Service vs. Outlook<br />Standard Email Programs (e.g. Outlook, Hotmail)<br /><ul><li>Limited # of emails sent at one Time
  • 52. No formatting control
  • 53. List break up more susceptible to Filters
  • 54. No cohesive branding
  • 55. No tracking and reporting of email results</li></li></ul><li>Email Service vs. Outlook<br />Email marketing services automate best practices<br /><ul><li>Provide easy-to-use templates
  • 56. Reinforce brand identity
  • 57. Email addressed to recipient only
  • 58. Manage lists – adding new subscribers, handling bouncebacks, removing unsubscribes
  • 59. Ensure email delivery, tracks</li></ul>results and obeys the law<br />
  • 61. Permission – What is It?<br />Types of permission<br />Explicit: Opt in from your website or storefront<br /><ul><li>“Join our mailing list”
  • 62. Single vs. Double Opt-in</li></ul> Implicit: Requests for information /<br /> registration forms, existing<br />customer relationship<br /><ul><li>No Permission: Don’t do it! While it</li></ul>may seem tempting, it will have a<br />negative impact on your business.<br />
  • 63. Be a Trusted Sender<br />CAN-SPAM Act Compliance:<br />US Federal Requirements<br />• “real” (clearly identified) Sender Address<br />• real, working “Reply To” address<br />• clearly defined content (reason to contact recipient)<br />• real, working unsubscribe link<br />• clearly identified Corporate Address<br />• you can find more information at<br />
  • 64. Spam – What is It?<br />Spam or Unsolicited Commercial Email<br />(no relationship / no permission)<br /><ul><li>List purchase, CD-ROMs
  • 65. Directory crawling
  • 66. Monitor your email frequency</li></ul>Ask Yourself:<br />•Do they know you?<br />•Do they want your email?<br />
  • 67. What is a SPAM Complaint?<br />A spam complaint happens when someone on your list clicks a button identifying your mail as unwanted<br /><ul><li>Alternate way to unsubscribe
  • 68. No longer interested in your content
  • 69. Don’t recognize your name / brand
  • 70. Don’t remember subscribing
  • 71. By accident (while junking all the real spam)</li></li></ul><li>Targeting and Segmentation<br />
  • 72. Setting Objectives<br />Define objectives: “I want to…”<br /><ul><li>Motivate purchases
  • 73. Enhance customer / brand awareness
  • 74. Interact with my customers
  • 75. Increase event attendance
  • 76. Bring visitors back to my website
  • 77. Obtain donations for my nonprofit</li></ul>Use objectives to determine:<br /><ul><li>What information to collect
  • 78. Communication type
  • 79. Communication frequency
  • 80. Measuring success</li></li></ul><li>Gathering Your Contact’s Interests<br />Where do I sign up? ~ Make it Easy to Subscribe<br /><ul><li>Add your own logo and message to subscribers.
  • 81. Use data collected to send your customers only what they want
  • 82. Learn about your customers’ interests
  • 83. Collect names to personalize emails
  • 84. Determine your own interest categories and other data required.</li></li></ul><li>How Do They Grow Their List?<br /><ul><li>“Join my email list” sign-up box on Website
  • 85. Website Contests—give away snowboards, tickets to
  • 86. Give prizes to an event, etc. to get people to join invite members who forward the newsletter to friends and get them to sign up.</li></li></ul><li>Format and Frequency<br />
  • 87. Determine Appropriate Format Newsletters<br />Frequency: monthly / quarterly<br /><ul><li>Lots of educational content
  • 88. Most encompassing format for communication</li></ul>Promotions<br /><ul><li>Frequency: event-driven
  • 89. 2, 4, 6 product promotions, coupons
  • 90. Focus on promotion / limited content</li></ul>Announcements and Invitations<br /><ul><li>Frequency: event-driven
  • 91. Educational with targeted message
  • 92. Invitations, special events, internal communication</li></li></ul><li>How often to send<br /><ul><li>Create a master schedule
  • 93. Include frequency in online sign-up “Monthly Newsletter”
  • 94. Coordinate timing for maximum impact
  • 95. Newsletters (monthly / quarterly)
  • 96. Announcements / Event Invitations (as needed)</li></ul>When to send<br /><ul><li>When is your audience most likely to read it?</li></ul>• Day of week (Tuesday & Wednesday)<br />• Time of day (10am to 3pm)<br /><ul><li>Test, test, test</li></ul>Maximum impact with minimum intrusion<br />
  • 97. Create a Schedule<br />Email Frequency Planner<br />
  • 98. Getting Email Opened<br />
  • 99. The “Subject” line<br /><ul><li>Keep it short and simple</li></ul>• You have 3 seconds or less<br />• 30-40 characters including spaces (5-8 words)<br /><ul><li>Incorporate a specific benefit
  • 100. Include your brand</li></ul>• Branding in the subject line can increase open rates by as much as 60% (Source: SilverPop)<br /><ul><li>Capitalize and punctuate carefully Click-through rates for subject lines with 49 or fewer characters were 75 percent higher than for those with 50 or more…</li></ul>Source: Returnpath<br />
  • 101. The “From” line<br /><ul><li>Use a name the recipient will recognize</li></ul>• Include your company name or brand<br />• The clearer the better<br /><ul><li>The shorter the better
  • 102. Be consistent</li></ul>60% of consumers say the"from" line most often<br />determines whether they open an email or delete it.<br />Source: DoubleClick<br />
  • 103. <ul><li> The words: free, guarantee,</li></ul>spam, credit card etc.<br /><ul><li> ALL CAPITAL LETTERS
  • 104. Excessive punctuation !!!, ???
  • 105. Excessive use of “click here”
  • 106. $$, and other symbols
  • 107. or
  • 108. as “From:” address
  • 109. Misleading subject lines
  • 110. Alternate for the word Free Since “free” causes Spam Filters to</li></ul>trap your message, try these<br />alternatives:<br /><ul><li>On the House
  • 111. Our Treat
  • 112. Be Our Guest
  • 113. Giveaway
  • 114. Zero Cost</li></ul>The Dos and Don’ts<br />
  • 115. Creating Compelling Content<br />
  • 116. Getting Email Read<br />The Email “Body”<br /><ul><li>Justify your place in their Inbox by providing relevant valuable Information
  • 117. Be clear and concise
  • 118. Use appropriate graphics
  • 119. Use white space effectively
  • 120. Include “Call to Action” links
  • 121. Create sense of urgency
  • 122. Capitalize and punctuate Carefully
  • 123. Proofread
  • 124. Design for “above the fold”</li></li></ul><li>Getting Email Read<br />The Email “Body”<br /><ul><li>Justify your place in their Inbox by providing relevant valuable information
  • 125. Be clear and concise
  • 126. Use appropriate graphics
  • 127. Use white space effectively
  • 128. Include “Call to Action” links
  • 129. Create sense of urgency
  • 130. Capitalize and punctuate carefully
  • 131. Proofread
  • 132. Design for “above the fold”</li></ul>Free Content Article Resources<br />Amazines –<br />EzineArticles -<br />Go Articles –<br />Idea Marketers –<br />iSnare Articles –<br />
  • 133. Evaluating Your Campaign Results<br />
  • 134. What Gets Tracked?<br />Lots of Things…<br /><ul><li>Number Sent
  • 135. Bounced Messages
  • 136. Delivery Rate
  • 137. Opens
  • 138. Clicks
  • 139. Forwards
  • 140. Unsubscribes
  • 141. Spam Complaints</li></li></ul><li>Evaluating Your Results<br />Why does email bounce?<br /><ul><li>Email addresses are no longer Valid
  • 142. Servers are down
  • 143. Mailboxes are full
  • 144. Email is blocked
  • 145. Clean bad addresses out of your list!</li></li></ul><li>Evaluating Your Results<br />Why does email bounce?<br /><ul><li>Email addresses are no longer valid
  • 146. Servers are down
  • 147. Mailboxes are full
  • 148. Email is blocked
  • 149. Clean bad addresses out of your list!</li></ul>What influences the open rate?<br /><ul><li>From / Subject line
  • 150. Delivery day / time
  • 151. List overuse, age, or quality
  • 152. Device people are using
  • 153. Images disabled</li></ul>Watch your trends over time<br />
  • 154. Evaluating Your Results<br />Why did people click through?<br /><ul><li>Call-to-action
  • 155. Copy
  • 156. Offer</li></ul>What were they interested in?<br />
  • 157. Evaluating Your Results<br />Why did people click through?<br /><ul><li>Call-to-action
  • 158. Copy
  • 159. Offer</li></ul>What were they interested in? What next?<br />Just getting started?<br />1) Start building your list<br />2) Learn how to create a campaign<br />Been doing it a while?<br />1) Is your subject line inviting?<br />2) Does your content leave your<br />readers wanting more?<br />3) Attend an webinar on content<br />creation<br />Think you are an expert?<br />1) Test multiple subject lines, days of<br />the week, time of day.<br />2) Check out the CC community to<br />share ideas with other experts.<br />
  • 160. Coupon Download for Dryel<br />...<br />Coupon Downloa for Dryel<br />...<br />Thank you for requesting a Dryel coupon!<br />Click here to download your coupon!<br />Please make sure you have a pdf reader (such as Adobe Acrobat Reader, available at and a color printer.<br />Please note, some retailers may not accept downloaded coupons. Check with your store first to be sure. And remember, you can always come back and request that a coupon be mailed to you. Just go to and fill in your name and mailing address, and you will receive one via mail within 4-6 weeks. <br />Thank you for your interest in Dryel!<br />© Copyright 2010 The OneCARE Co. All Rights Reserved. All copy and claims valid only in the U.S.<br />Dryel and its related logos are trademarks of The Procter & Gamble Company, Cincinnati, OH 45202 used under license by The oneCARE Company, West Chester, OH 45069.<br />Privacy Policy  |   Contact Us<br />
  • 161.
  • 162.
  • 163. Senior marketing idea<br />Offer free/discount for # of referrals<br />Collect emails<br />Market to friends <br />Offer same offer to new clients<br />Repeat pattern / tweak as needed<br />
  • 164. Thank You!<br />