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Why email marketing?
Targeted results and ROI
Increase sales with cross-promotion and up-and
Immediate and measurable tracking
Update and maintain prospect and client lists
Direct marketing email rings in at about $0.10 per
contact—roughly one-ﬁfth of the cost of direct mail
Why email marketing?
Improve brand awareness and preference
Deepen customer preference
Show the personality of your company with
personal touches, like a blog or Twitter feed
Create a two-sided relationship
Engage with an interactive presentation [Flash,
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!
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
Double opt-in creates a cleaner list
Build a list
How are you asking?
No means no
Too much, too little?
Ask for preferences in content, frequency
Let them know what they’re getting
Losing open rates? Ask again
Say “thank you”
How to write e-newsletters
What do they really want to read? Ask them!
Share hot 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
Abide by CAN-SPAM laws
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—
How to design it
Ask a pro :^)
Design well — 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 just your home page [landing pages!]
What are your competitors doing?
Target by delivery time
Split you list up
Ready to buy, clients, prospects, dead leads, past clients
Customer’s place in sales cycle
When contract, service or product is ending or running out
When economic conditions change
When they’re unhappy
Create a series of emails
Create anticipation, response
Tie in with other communications
Twitter, Facebook, LinkedIn
Get readers “in” on the secret—use variable direct mail
to point users to offers
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 18%,
according to Epsilon; ﬁnancial services witnessed 35.6% in Q2
What does that mean to you?
Open rates, bounces can be deceptive
What is getting through? Be creative
Mix in text emails, interactive forms in the email,
In the end
Get serious about email marketing to
realize its results
Even though email is a cheaper media,
invest time and money to get the best
Utilize experts who understand the
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If you’d like to test out the email system, let me know!
Lisa Ghisolf > Gizmo Design, Inc.