E mail marketing

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Internet Business Mastery class presentation June 2010

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E mail marketing

  1. 1. eMail Marketing<br />Chad Miller<br />
  2. 2. eMail Marketing, the marketing tool you can't afford to ignore. <br />
  3. 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. 4. Answering the WHAT? WHY? and HOW? <br />What is eMail Marketing?<br />Why does it work?<br />How to do it?<br />
  5. 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. 6. Common e-Mail Marketing Objectives<br /><ul><li>Build brand awareness
  7. 7. Acquire new leads/ registrants/ customers/ clients
  8. 8. Drive immediate sales
  9. 9. Enhance customer retention
  10. 10. Build stronger relationships with existing customers/clients
  11. 11. Provide company or product information
  12. 12. Increase revenues by up-selling to existing customers/clients
  13. 13. Post-order targeted e-mails
  14. 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. 15. Specials/offers from local retailers or restaurants
  16. 16. Household tips/recipes/crafts
  17. 17. Humor
  18. 18. Travel
  19. 19. Entertainment
  20. 20. Weather
  21. 21. Local news
  22. 22. Tech/business news
  23. 23. Finance/stock information
  24. 24. Sports</li></li></ul><li>Why eMail Marketing?<br /><ul><li>Cost Savings
  25. 25. Quick Response Cycles
  26. 26. Generates Revenues
  27. 27. Popular Medium
  28. 28. Effective Medium
  29. 29. Results are Measurable
  30. 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. 31. Relevant information
  32. 32. Good prices
  33. 33. Friend has recommended
  34. 34. Price/coupon/reward
  35. 35. Timely
  36. 36. Compelling subject
  37. 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. 38. Revenue Generated through eMail Usage among US companies, 2002<br />Source: AIM, April 2002, n=110 companies<br />
  39. 39. Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic<br />Source: Forrester Research, March 2001<br />
  40. 40. Online Marketing Methods used for effective acquisition versus retention <br />Source: DMA- April, 2002<br />
  41. 41. Why Does “Good” Email Work?<br />Because people open email<br />from businesses they know and trust…<br />
  42. 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. 43. Invest in the relationship to build trust (evaluate your results and refine your</li></ul>process)<br />
  44. 44. Step 1: Making the Connection<br />
  45. 45. Step 2: Nurture the Connection<br />
  46. 46. Step 3: Invest in the Relationship<br />
  47. 47. Email Marketing Tips: Strategy and Techniques<br /><ul><li>Why Use an Email Service?
  48. 48. Permission and SPAM
  49. 49. Targeting and Segmentation
  50. 50. Format and Frequency
  51. 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. 52. No formatting control
  53. 53. List break up more susceptible to Filters
  54. 54. No cohesive branding
  55. 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. 56. Reinforce brand identity
  57. 57. Email addressed to recipient only
  58. 58. Manage lists – adding new subscribers, handling bouncebacks, removing unsubscribes
  59. 59. Ensure email delivery, tracks</li></ul>results and obeys the law<br />
  60. 60. WWW.MAILCHIMP.COMWWW.CONSTANTCONTACT.COM<br />
  61. 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. 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. 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 www.ftc.gov/spam<br />
  64. 64. Spam – What is It?<br />Spam or Unsolicited Commercial Email<br />(no relationship / no permission)<br /><ul><li>List purchase, CD-ROMs
  65. 65. Directory crawling
  66. 66. Monitor your email frequency</li></ul>Ask Yourself:<br />•Do they know you?<br />•Do they want your email?<br />
  67. 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. 68. No longer interested in your content
  69. 69. Don’t recognize your name / brand
  70. 70. Don’t remember subscribing
  71. 71. By accident (while junking all the real spam)</li></li></ul><li>Targeting and Segmentation<br />
  72. 72. Setting Objectives<br />Define objectives: “I want to…”<br /><ul><li>Motivate purchases
  73. 73. Enhance customer / brand awareness
  74. 74. Interact with my customers
  75. 75. Increase event attendance
  76. 76. Bring visitors back to my website
  77. 77. Obtain donations for my nonprofit</li></ul>Use objectives to determine:<br /><ul><li>What information to collect
  78. 78. Communication type
  79. 79. Communication frequency
  80. 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. 81. Use data collected to send your customers only what they want
  82. 82. Learn about your customers’ interests
  83. 83. Collect names to personalize emails
  84. 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. 85. Website Contests—give away snowboards, tickets to
  86. 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. 87. Determine Appropriate Format Newsletters<br />Frequency: monthly / quarterly<br /><ul><li>Lots of educational content
  88. 88. Most encompassing format for communication</li></ul>Promotions<br /><ul><li>Frequency: event-driven
  89. 89. 2, 4, 6 product promotions, coupons
  90. 90. Focus on promotion / limited content</li></ul>Announcements and Invitations<br /><ul><li>Frequency: event-driven
  91. 91. Educational with targeted message
  92. 92. Invitations, special events, internal communication</li></li></ul><li>How often to send<br /><ul><li>Create a master schedule
  93. 93. Include frequency in online sign-up “Monthly Newsletter”
  94. 94. Coordinate timing for maximum impact
  95. 95. Newsletters (monthly / quarterly)
  96. 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. 97. Create a Schedule<br />Email Frequency Planner<br />
  98. 98. Getting Email Opened<br />
  99. 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. 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. 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. 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. 103. <ul><li> The words: free, guarantee,</li></ul>spam, credit card etc.<br /><ul><li> ALL CAPITAL LETTERS
  104. 104. Excessive punctuation !!!, ???
  105. 105. Excessive use of “click here”
  106. 106. $$, and other symbols
  107. 107. Info@url.com or
  108. 108. Sales@url.com as “From:” address
  109. 109. Misleading subject lines
  110. 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. 111. Our Treat
  112. 112. Be Our Guest
  113. 113. Giveaway
  114. 114. Zero Cost</li></ul>The Dos and Don’ts<br />
  115. 115. Creating Compelling Content<br />
  116. 116. Getting Email Read<br />The Email “Body”<br /><ul><li>Justify your place in their Inbox by providing relevant valuable Information
  117. 117. Be clear and concise
  118. 118. Use appropriate graphics
  119. 119. Use white space effectively
  120. 120. Include “Call to Action” links
  121. 121. Create sense of urgency
  122. 122. Capitalize and punctuate Carefully
  123. 123. Proofread
  124. 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. 125. Be clear and concise
  126. 126. Use appropriate graphics
  127. 127. Use white space effectively
  128. 128. Include “Call to Action” links
  129. 129. Create sense of urgency
  130. 130. Capitalize and punctuate carefully
  131. 131. Proofread
  132. 132. Design for “above the fold”</li></ul>Free Content Article Resources<br />Amazines – www.amazines.com<br />EzineArticles - www.ezinearticles.com<br />Go Articles – www.goarticles.com<br />Idea Marketers – www.ideamarketers.com<br />iSnare Articles – www.isnare.com<br />
  133. 133. Evaluating Your Campaign Results<br />
  134. 134. What Gets Tracked?<br />Lots of Things…<br /><ul><li>Number Sent
  135. 135. Bounced Messages
  136. 136. Delivery Rate
  137. 137. Opens
  138. 138. Clicks
  139. 139. Forwards
  140. 140. Unsubscribes
  141. 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. 142. Servers are down
  143. 143. Mailboxes are full
  144. 144. Email is blocked
  145. 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. 146. Servers are down
  147. 147. Mailboxes are full
  148. 148. Email is blocked
  149. 149. Clean bad addresses out of your list!</li></ul>What influences the open rate?<br /><ul><li>From / Subject line
  150. 150. Delivery day / time
  151. 151. List overuse, age, or quality
  152. 152. Device people are using
  153. 153. Images disabled</li></ul>Watch your trends over time<br />
  154. 154. Evaluating Your Results<br />Why did people click through?<br /><ul><li>Call-to-action
  155. 155. Copy
  156. 156. Offer</li></ul>What were they interested in?<br />
  157. 157. Evaluating Your Results<br />Why did people click through?<br /><ul><li>Call-to-action
  158. 158. Copy
  159. 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. 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 http://www.acrobat.com 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 http://www.dryel.com/get-free-coupons 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. 161.
  162. 162.
  163. 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. 164. Thank You!<br />

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