EMAIL MARKETINGIncorporating email into your marketing    for cost-effective, driven results
WHAT IT ISN’T
WHAT IS IT?• Text or HTML/graphic-based—we’ll be talking mostly about HTML
WHY EMAIL MARKETING?•   Targeted results and ROI    •   Increase sales with cross-promotion and up-and cross-selling    • ...
ROI
WHY EMAIL MARKETING?• Improve   brand awareness and preference• Deepen    customer preference• Build   word-of-mouth• Show...
HOW DO YOU IMPLEMENT IT?• Best   to use an outsourced system • Tracking   and reporting • Keep    up with technology • Man...
BUILD A LIST•   Ask for an email at every opportunity    •   Signup box on every page of web site    •   Give incentives—f...
BUILD A LIST• How    are you asking?     • Askfor preferences in • No    means no             content, frequency          ...
HOW TO WRITE E-               NEWSLETTERS• What    do they really want to read? Ask them!• Use   humor• Sharehot trends, i...
HOW TO PAWN WRITING OFF ON          OTHERS•Invite   guest writers•Ask    for readers to contribute•Get    free articles fr...
HOW TO DESIGN IT• Ask   a pro :^)• Brand   it!• Designwell — headers, table of contents, color, short sentences, lots of s...
TARGET SMARTLY•   What are your competitors doing?•   Target by delivery time•   Split you list up    •   Ready to buy, cl...
TARGET SMARTLY•   When they’re unhappy    •   Create a series of emails•   Create anticipation, response•   Tie in with ot...
MEASURE—AND PAY                  ATTENTION TO IT•   Learn the lingo•   Really read your statistics and measure them over t...
IN THE END• Get   serious about email marketing to realize its results• Eventhough email is a cheaper media, invest time a...
THANK YOU!Any questions?Sign up for a copy of this presentation& our e-newsletter!Lisa Ghisolf > Gizmo Design, Inc.www.giz...
Email marketing: Incorporating email into your marketing
Email marketing: Incorporating email into your marketing
Email marketing: Incorporating email into your marketing
Email marketing: Incorporating email into your marketing
Email marketing: Incorporating email into your marketing
Email marketing: Incorporating email into your marketing
Email marketing: Incorporating email into your marketing
Email marketing: Incorporating email into your marketing
Email marketing: Incorporating email into your marketing
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Email marketing: Incorporating email into your marketing

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Reaching new customers is always a goal for business people. But what about your current ones? The cost of developing new customers is always more than keeping old ones. Speaker Lisa Ghisolf will explain how to use email marketing to achieve both goals: deepen your relationships with existing customers and make new ones.
Lisa Ghisolf is President at Gizmo Design, Inc., a business-to-business print, web and email design company.

Given Feb 2012

Published in: Technology, Business
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  • Email marketing: Incorporating email into your marketing

    1. 1. EMAIL MARKETINGIncorporating email into your marketing for cost-effective, driven results
    2. 2. WHAT IT ISN’T
    3. 3. WHAT IS IT?• Text or HTML/graphic-based—we’ll be talking mostly about HTML
    4. 4. WHY EMAIL MARKETING?• Targeted results and ROI • Increase sales with cross-promotion and up-and cross-selling • Immediate and measurable tracking • Update and maintain prospect and client lists • Price • Email marketing rings in at about $0.01 per contact—a fraction
    5. 5. ROI
    6. 6. WHY EMAIL MARKETING?• Improve brand awareness and preference• Deepen customer preference• Build word-of-mouth• Showthe personality of your company with personal touches, like a blog or Twitter feed• Create a two-sided relationship
    7. 7. HOW DO YOU IMPLEMENT IT?• Best to use an outsourced system • Tracking and reporting • Keep up with technology • Managed relationships with ISPs • Manage unsubscribes, bounces and subscribers • Get sound advice • Test, test, test!
    8. 8. BUILD A LIST• Ask for an email at every opportunity • Signup box on every page of web site • Give incentives—free white papers delivered online • Ask customers and prospects • Ask at speaking and networking events, trade shows • Explain benefits
    9. 9. BUILD A LIST• How are you asking? • Askfor preferences in • No means no content, frequency • Letthem know what • Too much, too little? they’re getting • Share your privacy • Losing open rates? Ask policy again • Do you have a • Say “thank you” privacy policy?
    10. 10. HOW TO WRITE E- NEWSLETTERS• What do they really want to read? Ask them!• Use humor• Sharehot trends, important tips and valuable offers—but don’t give it away for free• Archive and only let “members” read your archives to create further value• Survey or interview your readers
    11. 11. HOW TO PAWN WRITING OFF ON OTHERS•Invite guest writers•Ask for readers to contribute•Get free articles from others•Hire a writer•Co-brand with another company—
    12. 12. HOW TO DESIGN IT• Ask a pro :^)• Brand it!• Designwell — headers, table of contents, color, short sentences, lots of space• Design to the preview pane and disabled images• Be sure to connect to your web site’s various pages, not
    13. 13. TARGET SMARTLY• What are your competitors doing?• Target by delivery time• Split you list up • Ready to buy, clients, prospects, dead leads, past clients • Customer interests • Customer’s place in sales cycle • When contract, service or product is ending or running out • When economic conditions change
    14. 14. TARGET SMARTLY• When they’re unhappy • Create a series of emails• Create anticipation, response• Tie in with other communications • Blogging • Twitter, Facebook, LinkedIn• Offline marketing • Get readers “in” on the secret—use variable direct mail to
    15. 15. MEASURE—AND PAY ATTENTION TO IT• Learn the lingo• Really read your statistics and measure them over time • Average open rates for house lists are averaging 25.44%, according to Epsilon; mobile phones accessing email up 28%. • What does that mean to you? • Open rates, bounces can be deceptive • What is getting through? Be creative
    16. 16. IN THE END• Get serious about email marketing to realize its results• Eventhough email is a cheaper media, invest time and money to get the best results• Utilize experts who understand the media
    17. 17. THANK YOU!Any questions?Sign up for a copy of this presentation& our e-newsletter!Lisa Ghisolf > Gizmo Design, Inc.www.gizmo-design.com312.545.9235info@gizmo-design.com

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