Email Marketing 101: University of Utah Business School

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Interactive presentation given by DJ Waldow to the University of Utah David Eccles School of Business MBA students on March 9, 2011.

Much better live!

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  • Email Marketing 101: University of Utah Business School

    1. 1. EMAIL MARKETING 101 DJ Waldow David Eccles School of Business University of Utah March 9, 2011
    2. 2. What comes to mind when you hear... EMAIL MARKETING
    3. 3. Flickr: janetgalore
    4. 4. Source: Email Marketing Reports
    5. 5. EMAIL MARKETING 1011. Build own platform vs. partnering with an email provider2. CAN-SPAM Act3. Capturing email addresses and growing list4. Email marketing strategy5. Anatomy of an email6. Measuring success & testing
    6. 6. Flickr: gsi-r1. Build own platform vs. partnering with an email provider
    7. 7. Flickr: mroach
    8. 8. Flickr: 60588258@N002. CAN-SPAM Act
    9. 9. QUICK QUIZWhat does CAN-SPAM stand for?
    10. 10. Controlling theAssault ofNon-SolicitedPornographyAndMarketing
    11. 11. CAN-SPAM ACT True or False
    12. 12. CAN-SPAM ACT True or FalseEach separate email in violation of the CAN-SPAM Act is subject to penalties of up to $16,000.
    13. 13. True
    14. 14. CAN-SPAM ACT True or False There is no such thingas an illegal subject line.
    15. 15. False
    16. 16. CAN-SPAM ACT True or False Every email mustinclude a physical address.
    17. 17. True
    18. 18. CAN-SPAM ACT True or FalseMarketers must honor unsubscribe requests immediately.
    19. 19. False
    20. 20. CAN-SPAM ACT Main Requirements1. Don’t use false or misleading header information.2. Don’t use deceptive subject lines.3. Identify the message as an ad.4. Tell recipients where you’re located.5. Tell recipients how to opt out of receiving future email from you.6. Honor opt-out requests promptly.7. Monitor what others are doing on your behalf. The CAN-SPAM Act: A Compliance Guide for Business
    21. 21. 3. Capturing email addresses and growing list
    22. 22. IN YOUR GROUPS...
    23. 23. List 5 companies offthe top of your head
    24. 24. Assign Roles:1. Timekeeper2. Notetaker3. Searcher(s)4. Form filler-outer
    25. 25. IN YOUR GROUPS...1. Go to the websites of your 5 companies.2. Find the email subscription form and sign up.3. Record time to find, then complete form.4. Capture process. User-friendly? Easy? Hard?5. Go to your inbox.
    26. 26. Flickr: romainguy4. Email marketing strategy
    27. 27. 6-Step Strategic Approach To Email Marketing1. What problem are you trying to solve?2. You decide that email marketing is the answer, which email service provider (ESP) is best for you?3. How will you start growing your list?4. What will the content of the emails contain (information-only, sales, order confirmations, etc)?5. How often will you send email to customers/clients (daily, weekly, monthly, as needed)?6. How will you measure success (opens, click-throughs, conversions, social sharing, etc)?
    28. 28. Flickr: patrlynch5. Anatomy of an email
    29. 29. Anatomy of an Email ! 6 Parts of the Human Body! 6 Parts of an Email!1.  Head (Hair)! 1.  Preheader!2.  Face (Eyes, Nose, Mouth)! 2.  From Name/Subject Line!3.  Neck & Upper Body! 3.  Header, Navigation, Hook!4.  Abdomen (Guts)! 4.  Main Call-to-Action!5.  Legs! 5.  !Other Stuff"!6.  Feet & Toes! 6.  Footer! Flickr: patrlynch!
    30. 30. Bad From Names!1.  David Axelrod: Who is David? (also too long)!2.  concierge: Am I at a hotel?!3.  register.welcome: Lazy. Lazy. Lazy.!4.  data: Oops (see #3)!5.  tim.westergen: I don!t know who that is. Do you?!
    31. 31. Good From Names!Perfect. Why? Simple. Company name. !
    32. 32. ON YOUR OWN...
    33. 33. 1.Open your inbox.2.Find an example of one good & one bad From Name.3.Email them to me.
    34. 34. Bad Subject Lines!1.  Don!t miss this: Spammy!!2.  A Message from…: I still don!t know who Tim Westergren is.!3.  Your upcoming…: Use the data you have.!4.  Your receipt…: See #1 and #3.!5.  TwitBacks Newsletter: Boooooring.!6.  EasyUpdate…: I have no idea what that is? Brand?!7.  djwaldow…: Be careful with first name personalization.!
    35. 35. Good Subject Lines!1.  WEEKEND CLOSEOUTS…: It works. Trust me (they test)!2.  9 hours only!...: Sense of urgency.!3.  Save up to 87%: Random number is catchy.!4.  Miles or discount…: Intriguing. I have a choice?!5.  3 Minutes, 52 Seconds: Interest piqued (think: video)!6.  REI Subscriber Exclusive…: Exclusivity.!
    36. 36. ON YOUR OWN...
    37. 37. 1.Open your inbox.2.Find an example of one good & one bad Subject Line.3.Email them to me.
    38. 38. Flickr: seeveeaar6. Measuring success & testing
    39. 39. Flickr: refractedmoments

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