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

1. EMAIL MARKETING
Incorporating email into your marketing
for cost-effective, driven results

2. WHAT IT ISN’T

9. WHAT IS IT?
• Text or HTML/graphic-based—we’ll be
talking mostly about HTML

10. 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

11. ROI

12. 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

13. 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!

17. 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

18. 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?

19. 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

20. 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—

21. 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

22. 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

23. 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

24. 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

25. 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

26. THANK YOU!
Any questions?
Sign up for a copy of this presentation
& our e-newsletter!
Lisa Ghisolf > Gizmo Design, Inc.
www.gizmo-design.com
312.545.9235
info@gizmo-design.com