Email Marketing Presetation


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  • Email Marketing Presetation

    1. 1. by David Caruso
    2. 2. <ul><li>Can You Be or Are You Already an Email Marketer? </li></ul><ul><li>Demystify Email Marketing </li></ul><ul><li>x 7 Advantages of Email Marketing </li></ul><ul><li>Tools Needed for Effective Email Marketing </li></ul><ul><li>x6 Steps to Create a Winning Email Strategy </li></ul><ul><li>Real World Example - 1 Email - $1782.00 </li></ul>TODAY’S OBJECTIVES
    3. 3. Last 12 months - 86 686 Marketing Messages Last 3 months- 27 300 Marketing Messages Direct Mail Cost $104 023 Online Emailing Cost US$600
    4. 4. In the past, relationship marketing was primarily done through direct marketing initiatives. These proved to be too expensive for small businesses to use effectively... Email marketing drastically changed the economics making relationship marketing viable for businesses of all sizes and types – saving time and money! WHY Email Market?
    5. 5. <ul><li>Everyone is doing it! </li></ul><ul><li>75% of businesses have email lists </li></ul><ul><li>13% of total marketing budget is </li></ul><ul><li>spent on email </li></ul><ul><li>When asked what consumers would </li></ul><ul><li>like email to replace: </li></ul><ul><ul><li>54% replace telemarketing </li></ul></ul><ul><ul><li>45% replace in-person sales calls </li></ul></ul><ul><ul><li>40% direct mail </li></ul></ul><ul><li>Source: Association for </li></ul><ul><li>Interactive Marketing, DoubleClick Study </li></ul>E-MAIL ME THAT When asked e-mail usage in daily Business activities, 85% said they use e-mail to communicate with customers, 80% said they communicate with partners and business associates via e-mail, and 67% e-mail potential buyers Source: Interland WHY Email Market?
    6. 6. Demystifying Email Marketing SMALL BUSINESS
    7. 7. SPAM Email Marketing ONLINE Direct Mail OFFLINE = Viral E-zine / E-newsletter HTML Email Opt Out /Unsubscribe Bounces – Soft & Hard Email Marketing Permission Based / Opt In = = = = = = = = = = = Word of Mouth Conversion Rate Click Through Rate Demystifying Email Marketing = Dynamic Email Auto Responder
    8. 9. NO JUNK MAIL SPAM Email Marketing ONLINE Direct Mail OFFLINE = Viral E-zine / E-newsletter HTML Email Opt Out /Unsubscribe Bounces – Soft & Hard Email Marketing Permission Based / Opt In = = = = = = = = = = = Word of Mouth Requests to Stop Returned Mail Direct Mail Sign Ups / People Expecting Newsletter Colour Brochure Conversion Rate Click Through Rate Enquiries ROI / No. of Sales Demystifying Email Marketing = Dynamic Email Automatic Letter Response Auto Responder Letterhead
    9. 10. 1. Targeted x7 Advantages of Email Marketing 2. Build Relationships
    10. 11. Sales & Profits Investment ($ and time) Most new and growing businesses focus on acquisition Most profits are generated by repeat customers 2. Build Relationships x7 Advantages of Email Marketing
    11. 12. 1. Targeted x7 Advantages of Email Marketing 2. Build Relationships 3. Low Cost – Instantaneous @ the Moment 4. Flexible 5. Personal 6. Provides Instant Measurable Results 7. Tangible
    12. 13. <ul><li>Centralised Contacts Database </li></ul>6 Essential Tools for You & Your Staff 2. Database JPEG Images 3. PDF Files <ul><li>A Dynamic Email </li></ul><ul><li> the Letterhead of the 21st Century </li></ul>5. Writing Training Tools of the Trade – 1 on 1 From: xxxxxx Sent: Monday, 28 May 2007 8:17 PM To: Subject: re: snow machine hire hi. i'm one of the leaders at xxxxxxxxxx st (HYS). in about 3 weeks time we are going to have a bit of a snowboard showcase in the carpark behind the st marys church. we are planning on getting some snow from the ice rinks (penrith and maybe blacktown) so that we can set up a table top to ride (me and a mate of mine). it'd be sick to get a snow machine too, because most, if not all, of the kids that will rock up on the friday night will never have seen snow before. it'll be a tripper for them... i'm just wondering how the snow machine works, how much snow it produces (keeping in mind that we'll get heaps from the ice rinks), what the cost would be to hire it and if you guys can swing any kind of deal for us? let us know. thanks heaps. xxxxxxx. 6. Scripts
    13. 14. Tools of the Trade – Mass Email Marketing Email marketing services automate best practices Free 60-day Trial <ul><li>Provide easy-to-use templates. </li></ul><ul><li>Send readable formats – HTML and/or Text </li></ul><ul><li>Handle unsubscribe links required by law </li></ul><ul><li>Ensure email delivery, tracks results, </li></ul><ul><li>Create campaigns </li></ul><ul><li>Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes </li></ul>
    14. 15. 1. Collect Email Addresses BCP Business Cross Pollinisation Exchange of Value on your website Collect Business Cards Trade Shows / Sales Calls Networking Events Data Mining Be SPAM Act Compliant Centralised Database Website Signup Creating A Winning Email Strategy
    15. 17. 2. Determine an Appropriate Format <ul><li>Newsletters </li></ul><ul><ul><li>Frequency: monthly / quarterly </li></ul></ul><ul><ul><li>Lots of educational content (typically non-promotional) </li></ul></ul><ul><li>Promotions </li></ul><ul><ul><li>Frequency: bi-weekly / monthly </li></ul></ul><ul><ul><li>Focus on promotion / limited content </li></ul></ul><ul><ul><li>2, 4, 6 product promotions, coupons </li></ul></ul><ul><li>Announcements </li></ul><ul><ul><li>Frequency: event driven </li></ul></ul><ul><ul><li>Promotional or educational with targeted message </li></ul></ul><ul><ul><li>Invitations, special events </li></ul></ul>Creating A Winning Email Strategy
    16. 18. Beware of HTML Emails
    17. 19. 3. Determine a Frequency & Delivery <ul><li>Objective: Maximum impact/Minimum intrusion </li></ul><ul><li>How often to send </li></ul><ul><ul><ul><li>Create a schedule </li></ul></ul></ul><ul><ul><ul><li>Include frequency in online sign-up “Monthly Newsletter” </li></ul></ul></ul><ul><ul><ul><li>Coordinate for maximum impact </li></ul></ul></ul><ul><ul><ul><li>Newsletters (monthly / quarterly) </li></ul></ul></ul><ul><ul><ul><li>Announcements / Event Invitations (as needed) </li></ul></ul></ul><ul><li>When to send </li></ul><ul><ul><ul><li>When is your audience most likely to read it? </li></ul></ul></ul><ul><ul><ul><li>Day of week (Tuesday & Wednesday) </li></ul></ul></ul><ul><ul><ul><li>Time of day (10am to 3pm) </li></ul></ul></ul><ul><ul><ul><li>Test, test, test </li></ul></ul></ul>Creating A Winning Email Strategy
    18. 20. Creating A Winning Email Strategy Day Time Open Rate Tuesday / Wednesday 11:30am - 11:30pm 50-62% Thursday 3:30pm 34-44% Friday 9:30am 18%
    19. 21. 4. Getting Email Opened <ul><li>The “From” line </li></ul><ul><li>- Use a name the recipient will recognise </li></ul><ul><ul><ul><ul><li>Include your company name or brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The clearer the better </li></ul></ul></ul></ul><ul><li>- The shorter the better </li></ul><ul><li>- Be consistent </li></ul><ul><li>The “Subject” Line </li></ul><ul><li>- Keep it short and simple </li></ul><ul><ul><ul><ul><li>You have 3 seconds or less </li></ul></ul></ul></ul><ul><ul><ul><ul><li>30-40 characters including spaces (5-8 words) </li></ul></ul></ul></ul><ul><li>- Incorporate a specific benefit </li></ul><ul><li>- Include your brand </li></ul><ul><li>- Capitalise and punctuate carefully </li></ul><ul><li>- Test! </li></ul>60% of consumers say the &quot;from&quot; line most often determines whether they open an email or delete it. Source: DoubleClick Creating A Winning Email Strategy
    20. 22. 5. Your Legal Responsibility <ul><li>Consent </li></ul><ul><li>Identify </li></ul><ul><li>Unsubscribe </li></ul>Creating A Winning Email Strategy SPAM
    21. 23. 6. Evaluate Your Results <ul><li>What influences the open rate? </li></ul><ul><ul><li>From / Subject line </li></ul></ul><ul><ul><li>Delivery day / time </li></ul></ul><ul><ul><li>List overuse, age or quality </li></ul></ul><ul><li>Why did people click through? </li></ul><ul><ul><li>Call-to-action or offer </li></ul></ul><ul><ul><li>Copy </li></ul></ul><ul><li>What are they interested in? </li></ul><ul><ul><li>What links did they click on? </li></ul></ul>Creating A Winning Email Strategy
    22. 24. 7. Landing Pages
    23. 26. 44% Open Rate & we booked x5 people into the course @ $356.40 each
    24. 27. <ul><li>Questions </li></ul><ul><li>& </li></ul><ul><li>Answers </li></ul>