How to use email marketing to grow your business

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  • Build Trust Lead with Benefits Limit to three or four requested fields
  • Build Trust Lead with Benefits Limit to three or four requested fields
  • Here’s a tip. Send a series of emails with your coupon to create a sense of urgency. Send an email promoting your offer a week in advance, noting the timing in the subject line. Then.. Send a followup email three days before noting the promotion ends in three days. Then a same day email noting Last day for the sale.
  • Heres a tip. Send a series of emails with your coupon to create a sense of urgency. Send an email promoting your offer a week in advance, noting the timing in the subject line. Then.. Send a followup email three days before noting the promotion ends in three days. Then a same day email noting Last day for the sale.
  • Heres a tip. Send a series of emails with your coupon to create a sense of urgency. Send an email promoting your offer a week in advance, noting the timing in the subject line. Then.. Send a followup email three days before noting the promotion ends in three days. Then a same day email noting Last day for the sale.
  • Heres a tip. Send a series of emails with your coupon to create a sense of urgency. Send an email promoting your offer a week in advance, noting the timing in the subject line. Then.. Send a followup email three days before noting the promotion ends in three days. Then a same day email noting Last day for the sale.
  • The company is also using social integration, allowing shoppers to sign in to the website via Facebook or join their email list via the network. Fans who "like" the 1-800-Flowers page are greeted with an opportunity to get a 20% discount on their next order using a Mastercard and access to flash sales. The most successful social partnership so far has been with Justin Bieber, targeting not only the young singer's fans but the ones with the money, their moms. While the conversion rate for visitors to the "One Less Lonely Girl" bouquet site page isn't that high—around 4%—the partnership is great PR. "And I suspect that he's responsible for the 40% of email opt-ins that don't convert, but that's okay," says Henrikson. The arrangement—red roses in a clear vase shipped with Bieber's "Under the Mistletoe" CD for the holidays—may eventually be rolled out to franchise stores.  
  • On average, your email has two seconds to make an impact. Better to Use: Click Here! Spread the News! Join Now! Compelling What is in it for me? Visible
  • Best day to send Best time of day Different layouts
  • DMA stats
  • DMA stats
  • How to use email marketing to grow your business

    1. 1. HOW TO USE EMAIL MARKETING TO GROW YOUR BUSINESS Welcome we’ll start soon
    2. 2. ‘TIS THE HOLIDAY SEASON’ "OVER THE FIVE DAY HOLIDAY WEEKEND, PROMOTIONAL EMAIL VOLUME SENT BY MAJOR RETAILERS WAS UP 27% YEAR-OVER-YEAR, WITH THANKSGIVING DAY, BLACK FRIDAYAND CYBER MONDAY ALL SEEING RECORD EMAIL VOLUMES" Dir of Research, ResponsysCyber Monday: • Online sales: 33% • Over 80% retailers offered a promotion
    3. 3. Why Email Marketing? Affordable Measurable Effective3
    4. 4. Email Marketing Myths 1. Email marketing is spam 3. Emailing is not effective 5. People don’t want to receive emails4
    5. 5. Communication Preference?5
    6. 6. Build an Email Database6
    7. 7. Only send emails to people that know your business7
    8. 8. Ways to Build a List 1. Referrals 2. Get out and network 3. Tradeshows 4. Run a contest, offer an incentive to sign up Don’t buy email lists 5. Retail - guest book or fish bowl 6. Use social media 7. Email subscriber forms8
    9. 9. Facebook Email Sign-Up Forms9
    10. 10. Automated Subscriber Forms • Gain new subscribers automatically • Automatically move new customers into Contact list10 • Set up Auto-responder to welcome new users
    11. 11. Subscriber Forms Example11
    12. 12. Use Webinars to Grow a Database12
    13. 13. Planning an Email Strategy • Do you want to: – Inform – Sell more – Increase repeat business – Reduce sales cycle13
    14. 14. What’s in It for me? Why should I sign up? Why should I listen?14 Why should I read this?
    15. 15. #1 response in EasyContact customer survey: “Designing a professional looking email” when asked “What’s most important…”Make your emaillookprofessional: Use a service www.easycontact.com15
    16. 16. Useful educational content Great Deals Coupons Top of Mind Event marketing Holiday Greetings Hints and Tips Visit Your Website16
    17. 17. Weekly Newsletter17
    18. 18. Special member limited time offer18
    19. 19. Be relevant:19
    20. 20. Provide value:20
    21. 21. Create relationship:21
    22. 22. Discount Coupon22
    23. 23. How do YOUR customers see you?  How do your customers know you? – By your company name? – By your product? – By your personal name?  Add details in your sender info – Example: EasyContact - Email Marketing23
    24. 24. How do YOUR customers see you?24
    25. 25. The Subject Line • Keep it short but WIIFM • Don’t use - ‘Free’, ‘$$$’, ‘Save’, ‘Discount’, Caps, Excessive Punctuation • Test different subject lines • Ask questions • Make a statement • Personalize it25
    26. 26. S Subject Line: Special Mothers Day Offer: Flowers from $19.9926
    27. 27. What do you want me to do?27
    28. 28. Call to Action28
    29. 29. Call to Action  “Click here” trap  Compelling What Why (WIIFM)  Visible •Above the fold •Add social media links29
    30. 30. Test, Test and Test Again  Open Rate vs Click Rate  High Open/Low Click = not meeting expectations, benefit not clear  Low Open/High Click = subject line, timing or spam  Continuous Improvement – Images vs Text – Short vs. Longer – Subject Lines – Days & Times – Follow Up30
    31. 31. Don’t send emails from your own computer using BCC or showing your customer email database31
    32. 32. Legal Stuff • One click unsubscribe • Include your physical address – Taken care of by my email service provider32
    33. 33. Be consistent and persistent33
    34. 34. Managing & Growing Email Lists • Keep your list up to date • Remove emails that keep bouncing • Update email addresses34
    35. 35. Measure • Open rate • Click through rate • Bounce rate • Track traffic to your website from your emails35
    36. 36. Return On Investment Measure the effectiveness of every campaign Investment compared to Profit36
    37. 37. What should I expect? Message Type Open Rate Click Rate Acquisition 10.9% 2% Editorial 28.3% 10.3% Marketing (~70%) 19.7% 3.7% Research 13.7% 2.9% Service 42% 8.9% Other 24.4% 4.4% “Q2 2011 Email Trends and Benchmarks” Email Experience Council and Epsilon37
    38. 38. Mobile Users • View Results • Manage/Add Contacts • View Profile • Email Status38
    39. 39. Top “Dos” and “Don’ts” Dos Don’t  Ask yourself, “why should a customer  Assume something works sign up for my email?  Convert print promos directly to  Run subject line tests  Get complicate your design just  Use social media to increase open rates because you can  Test (subject lines, frequency &  Over or under-mail your lists timing, content)  Make subscribing or unsubscribing  Analyze (response rates, who’s complicated responding…  Say too much in a single email  Use clear calls to action  Forget to use email along with your  Keep important content “above the fold” other communication channels  Respect recipients email image  Forget a ‘landing page’ blocking and preview panes  Ignore your results and reports  Preview your emails before you send them  Say everything in the subject line39
    40. 40. Please support our sponsor Helping small business grow for: 95 years40
    41. 41. Join Our Community Deluxesmallbizblog.com Facebook: Deluxecorp Twitter: @deluxecorp41
    42. 42. Thank You Sign up for another webinar at: www.BizLaunch.com/deluxe Gregg Zastrow (651) 490-8026 gregg.zastrow@deluxe.com42

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