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How to measurably increase your email response rates webinar.041411.1
 

How to measurably increase your email response rates webinar.041411.1

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Your reason for using email as a tangible marketing medium may be to teach, to advise, to inform, to encourage, to motivate, to inspire, to lead, or to sell. By sending out email to an opt-in ...

Your reason for using email as a tangible marketing medium may be to teach, to advise, to inform, to encourage, to motivate, to inspire, to lead, or to sell. By sending out email to an opt-in audience, you as an advertiser are targeting interested consumers. Response rates to legitimate, opt-in email campaigns average just over 6%, depending on the targeting and the freshness of the list. In 2009, the total amount of U.S. companies spent on email marketing was about $520 million (eMarketer, 2009).

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  • Welcome to this PRO Business Marketing Series, “How to Measurably Increase Your Email Response Rates.
  • Never steal, appropriate, or plagiarize. If its not your work, say so, and cite it! Always seek permission to use the work of others “before” doing so. Do so “in writing.”
  • Your reason for using email as a tangible marketing medium may be to teach, to advise, to inform, to encourage, to motivate, to inspire, to lead, or to sell. By sending out email to an opt-in audience, you as an advertiser are targeting interested consumers. Response rates to legitimate, opt-in email campaigns average just over 6%, depending on the targeting and the freshness of the list. In 2009, the total amount of U.S. companies spent on email marketing was about $520 million (eMarketer, 2009).  So, before you craft your next email marketing message, I encourage you to ask yourself, "What is my purpose for doing so?”
  • To capture the utmost from this entire course and to maximize your email marketing potential, I have three key elements I would like you to loyally follow:  Please review the course in its entirety. You may tend to look for specific information. I have logically put each page in its perfect order. I would highly recommend you follow the entire course in this specific order to reap ultimately maximize YOUR potential for success. Don't just review the course, act upon it! Many people across the Internet spend thousands of dollars everyday buying books, marketing techniques, software programs, and web applications, but never take action! The time-tested components found within this course can only come to life when you embrace each idea and put them into physical action! Understand that these practices and strategies really do work! Anyone that has worked with me throughout the years, knows that I will not teach nor advocate a process or system, unless I myself have successfully experienced its ultimate success. These email practices and strategies really do work, I know, because I apply these same techniques each time I send out an email message.
  • Since 1973, when Ray Tomlinson of BBN first invented email and Larry Roberts authored the first email utility program permitting listing, forwarding, and responding to emails, email marketing has remained a standard in the marketing mix of individuals and businesses large and small as an essential component of their Integrated Marketing Communications (IMC).  Since its inception, email has been the most-used application on the Internet. Worldwide, it is estimated that 1.4 billion people use email, sending an estimated 247 billion messages a day (Radicati Group, 2009). Estimates vary on the amount of spam, ranging from 40% to 90%.
  • First, you must be sure that any email distributed by you is sent only to those who have electronically granted you permission to do so. The term "permission-based email marketing" can also be referred to as "opt-in." That is, an individual opts in, most commonly, by accurately providing their first name and email address by completing a short web form granting you, the sender, permission to send to them specific email messages. We will further discuss unsolicited commercial email, also referred to as SPAM later in this course. By adhering to strict and consistent "permission-based email marketing" practices, you can notably and reasonably expect better email marketing results because your intended email recipient has granted you permission to email them, and would reasonably expect you to do so, thus making your email more likely to be favorably read and ultimately responded to.Between quality and quantity (list size), always choose quality. It is better to have 500 active subscribers than 10,000 look-i-loos who never check their email inbox let alone ever buy from you.
  • The way we communicate in the workplace has drastically changed. Much of our communication happens by way of email messaging, instant messaging, or even perhaps by Twitter updates. With the increased use of non-direct communication, it is fast becoming more important to identify the tone of which you intend convey in your email marketing message. When you don't speak to someone face-to-face, you don't have the benefit of seeing the body language that happens during the conversation. Body language is a huge part of communication: Up to 93% of communication is non-verbal. That's a lot of communication to be missing when we're not face-to-face. With the telephone, we can at least hear the pitches and inflections a person uses while speaking. When voice is taken away, words become tone deft.
  • How many negative emails have you noticed at lately? Some people might claim to not have the time to really think about what they write in an email (which would be a little irresponsible--especially in a professional setting where communication is so vital). But this seems to be a common line of thought due to the nature of e-mail. Email is all about dynamic and cost-effective communication, but it should also be about accurate communication. Even when we are trying to be positive, email messages can come out sounding wrong. For instance, instead of sounding passionate, for example, your message may sound stressed and pushy.
  • What is tone? Tone is the quality in your writing that reveals your attitude toward your topic and reader. Tone comes from your choice of words, the structure of your sentences, and the order of the information you present.
  • Why is tone so important in e-mail writing? It's easy for e-mail writers to let their tone slip from professional to edgy or sarcastic. E- mail emboldens writers to express thoughts they would never say to a reader's face. And e- mail is written quickly, then sent. Most e-mail writers don't review their messages as carefully as they should. When they do review messages before sending, they're looking at the content, not the tone. But tone is important. A flippant tone that the reader doesn't find funny, or an angry tone can damage a relationship as well as progress on a company project (Rudick & O'Flahavan, 2007).   Rudick M., & O'Flahavan, L. (2007). Set the tone in e-Mail: How you say it is as important as what you say. Retrieved March 29, 2011 from http://www.hodu.com/email-tone.shtml
  • Text MessagesPlain text email accounts for the remaining messages that are sent. A plain text message looks like something written in a basic text editor. Notepad, which comes loaded with your PC’s operating system, is a great editor for sending text messages. Most professionals who send text messages use Notepad to edit their copy.HTML MessagesWhen you send an HTML email, you can create a wonderful impact with graphics and attractive fonts. However, you are not actually sending the images in your email. Rather, you are sending the instructions in HTML for the email. These instructions point to the location on the Internet where your images that make up the email message are stored. Since HTML email messages point the recipient’s browser to the Internet in order to display the graphics in an email, viewers of HTML email must be online in order for the images to appear properly. If someone downloads your email message to view while offline, they will see broken images or blank boxes where the images should have appeared.
  • Benefits of Text:Easy to produceAllows you to focus on your copyEveryone will be able to view it properlyUsers of handheld email devices (a growing number) can read it easily.
  • Limitations of Text:All hyperlinks must appear in their entirety. For example: http://www.yahoo.comYou can’t hyperlink wordsNo graphicsNo font formatting such as underlining, boldface type, or colorYou can’t track the open rateLimitations of Text:All hyperlinks must appear in their entirety. For example: http://www.yahoo.comYou can’t hyperlink wordsNo graphicsNo font formatting such as underlining, boldface type, or colorYou can’t track the open rate
  • Benefits of HTML:You can track the open rateYou can include images like company logos, product photos and other graphical enhancementsFormatting options like boldface, underline and coloring can be includedYou can include forms and other more complex html featuresColored text can be used to help words stand outCentering and other alignment can be used
  • Limitations of HTML:Too many graphics can distract and turn off your audienceNot everyone can view HTML ads properly. (Only 50% to 75% have HTML capabilities)Images appear broken when you try to view the message offlineSlower to load the messagesCan be easily recognized as an “advertisement,” causing it to be tuned outRequires a background in HTML and graphics to do well
  • The Bottom LineBoth formats can work very well in email marketing. A well-written text message without any graphics can perform very well and deliver results. Text messages are easy to create and closely follow the format of a professional sales letter which many marketers are already familiar with. HTML campaigns can capture their audience with a few well-placed visual focus points.Well-written copy sells better than weaker copy with fancy graphics. If you’re new to online marketing, my suggestion is to start with text. If you really want to use HTML, you need a good designer. Collect some examples of HTML email advertisements you have responded to and model your campaign after them.I use text as my primary email marketing. Next I will explain why.
  • I use text almost exclusively as my primary email marketing format. There is a major psychological reason “why” I recommend it for your email marketing campaigns, too.
  • As you email market, you goal should be to ultimately build long-term customer relations, which will undoubtedly help you to generate profits.Your objective is to move each prospect, customer, or client from their email inbox to your web property. While in the inbox, distractions often occur.You get about 20 seconds to grab their attention and entice your intended email recipient along. Your website is where the action takes place!
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line.Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.” (First name personalization.)Your Email “Upper Body Messaging.” (Also known as the “Take Away!)Your Email “Live Links.” (Call to Action!)Your Email “Main Body Messaging.” (Short Paragraphs)Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. (White Space) Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line.Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • FTC: Bureau of Consumer ProtectionDo you use email in your business? The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.
  • FTC: Bureau of Consumer ProtectionDo you use email in your business? The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.
  • FTC: Bureau of Consumer ProtectionDo you use email in your business? The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)
  • Email Components: Structure and LayoutAs you can see, this is a fairly straightforward text email message. Although, at a glance, it may look quite simple is substance and design. It is simple, and that’s good for you and I as marketers. However, this clever email message has “15” notable components. These “15” components are what will give you your desired increase email response rates.Let’s take it by the numbers!First, let’s identify each number by component and then we will zero in on each element—step-by-step.Your Email “From” line.Your Email “Subject” line. (First Name Personalization)Your Email “Letterhead.”Email “Date Line.”Your Email “Opening Salutation.”Your Email “Upper Body Messaging.”Your Email “Live Links.”Your Email “Main Body Messaging.”Your “Closing Salutation.”Your “Brand” and “Credibility.” (Identity)Your “Brand” and “Credibility.” (Contact Information) (Your Company Brand) (Your Physical Address) (Your Phone Number)Your “Brand” and “Credibility.” (Your Recipient’s Email Address) Email Ethics and the Law. (Critical Email Considerations), Email Ethics and the Law. (CAN SPAM ACT 2003), Email Ethics and the Law. (Email OPT OUT Removal Links), and Email Ethics and the Law. (Email, policies, risks, and rewards.) The “65- Character Rule. Proofing and Verifying. (Proofing and its purpose.) (Verifying and its purpose.)Working smart in business is paramount. To accomplish this objective, and apply Smart Email Practices (Email Template Creation.)

How to measurably increase your email response rates webinar.041411.1 How to measurably increase your email response rates webinar.041411.1 Presentation Transcript

  • Trinity Web Works © 2011 All rights reserved.
  • Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful. This course is designed to provide accurate and authoritative information in regard to the subject matter covered. It is rendered with the understanding that the publisher is not engaged in rendering legal, accounting, or other licensed professional services. If legal advice or other expert assistance is required, the services of a competent licensed professional person should be sought such as a licensed attorney or licensed accounting professional. No part of this course may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system without written permission from the publisher. For information address: Trinity Web Works, 16869 SW 65th Avenue, 144, Lake Oswego, Oregon 97035.2 Trinity Web Works © 2011 All rights reserved.
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  • Your reason for using email as a tangible marketing medium may be to teach, to advise, to inform, to encourage, to motivate, to inspire, to lead, or to sell.4 Trinity Web Works © 2011 All rights reserved.
  • Please review the course in its entirety. Dont just review the course, act upon it! Understand that these practices and strategies really do work!5 Trinity Web Works © 2011 All rights reserved.
  • 1.6 Billion People 247 Billion Messages Daily SPAM 40% to 90% Ray Tomlinson Larry Roberts6 Trinity Web Works © 2011 All rights reserved.
  • Quality vs. Quantity Prospect Prospect Prospect QUALITY7 Trinity Web Works © 2011 All rights reserved.
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  • Email Communication Messages Not Telephonically Not Face-to-Face Instant Messaging (IM) Twitter Update Messages9 Trinity Web Works © 2011 All rights reserved.
  • Dynamic Cost-Effective Accurate10 Trinity Web Works © 2011 All rights reserved.
  • Tone is the quality in your writing that reveals your attitude toward your topic and reader. Words Structure11 Trinity Web Works © 2011 All rights reserved.
  • Why is tone so important in e-mail writing? Words Structure12 Trinity Web Works © 2011 All rights reserved.
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  • Which email format works best? Text HTML14 Trinity Web Works © 2011 All rights reserved.
  • Text Advantages Easy to produce. Allows you to focus on your copy. Everyone will be able to view it properly. Users of handheld email devices (a growing number) can read it easily.15 Trinity Web Works © 2011 All rights reserved.
  • Text Disadvantages Links must appear in their entirety. For example: http://www.yahoo.com. You can’t hyperlink words. No graphics. No font formatting such as underlining, boldface type, or color. You can’t track the open rate.16 Trinity Web Works © 2011 All rights reserved.
  • HTML Advantages You can track the open rate. You can include images like company logos, product photos and other graphical enhancements. Formatting options like boldface, underline and coloring can be included. You can include forms and other more complex html features. Colored text can be used to help words stand out. Centering and other alignment can be used.17 Trinity Web Works © 2011 All rights reserved.
  • HTML Disadvantages Too many graphics can distract and turn off your audience. Not everyone can view HTML ads properly. Images appear broken when viewed offline. Slower to load the messages. Recognized as an “advertisement,” causing it to be tuned out. Requires a background in HTML and graphics to do well.18 Trinity Web Works © 2011 All rights reserved.
  • So, which email format works best? Text HTML19 Trinity Web Works © 2011 All rights reserved.
  • Why “Text?” Text20 Trinity Web Works © 2011 All rights reserved.
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  • Why “Text?”23 Trinity Web Works © 2011 All rights reserved.
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  • FTC: Bureau of Consumer Protection http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business54 Trinity Web Works © 2011 All rights reserved.
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