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Getting Started with Email Marketing
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Getting Started with Email Marketing


Getting Started with Email Marketing

Getting Started with Email Marketing

Published in Technology , Business
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  • 1. Getting Started: E-mail Marketing Jim Locke, Principal ResultWorx Technology Group
  • 2. Agenda
    • Creating an E-mail Marketing Plan
    • All About Spam
    • Choosing an Email Service Provider
    • Building your List
    • Designing a Basic Template
    • Connecting and Sharing
    • Measuring your success
    • Resources
  • 3. Creating a Plan
    • Identify your audience
    • How will you build your mailing list
    • What will you talk about?
      • Provide valuable WIIFM content
      • Establish a regular campaign (e.g. newsletter)
      • Establish other special campaigns for promotions, birthdays, events, etc.
    • How often will send e-mail campaigns
      • Establish a marketing calendar
  • 4. All about Spam
    • Unsolicited Commercial Email (UCE) is the “official” term for Spam
    • About 80% of all email traffic can be classified as Spam
    • People HATE spam
    • People hate Spammers even more
    • The CAN-SPAM Act of 2003 regulates unsolicited commercial email and imposes fines of up to $11,000 per violation
      • Some Quick Math: $11,000 x # of subscribers = $$$$$
  • 5. CAN-SPAM Compliance
    • Requires that all subscribers opt-in to marketing messages
    • Email cannot include any deceptive headers, subjects, sender information, etc.
    • You must have an unsubscribe link
    • You must remove people who unsubscribe within 10 days
    • Your e-mail messages must include a physical mailing address
  • 6. Choosing a Email Service Provider
    • Look for companies with good deliverability; they are often affiliated with:
      • ESPC (Email Sender and Provider Coalition)
      • AOTA (Authentication and Online Trust Alliance)
      • MAAWG (Messaging Anti-Abuse Working Group)
      • EEC (Email Experience Council)
    • Easy to use templates and sign up forms
    • Integration with other software you use, as well as social media
  • 7. We Recommend MailChimp
    • Free Forever Plan for 2000 subscribers and 12,000 emails per month
    • Great deliverability
    • Hundreds of templates to choose from; most readable on mobile devices
    • Excellent, easy to read dashboard to measure results of your campaigns
    • Integration with top social media, web development and software platforms
  • 8. Building your Email List
    • What to ask
      • First and last name
      • Email Address
      • Optional: Interests, Birthday, etc.
    • Who to ask
      • Current customers
      • People you meet at a business event
      • Visitors to your website
      • People you email (include in signature)
  • 9. 7 Ways NOT to do it
    • Buy an e-mail list
    • Use a list you obtained from a trade show
    • Use a list from a Chamber of Commerce
    • Use a list from an organization you belong to
    • Use a list of email addresses from a website
    • Dump all your email addresses from Outlook or your CRM software
    • Add email addresses from business cards you collected at mixers, etc.
  • 10. What have you got to lose?
    • Your reputation
      • Personal/Company
      • E-mail reputation
    • The ability to deliver marketing email and in some cases transactional e-mail
    • Effectiveness of your email marketing campaign
  • 11. Creating your Template
    • Keep your design simple!
      • Header that describes the purpose of the email
      • Include your logo or brand
      • 2 column format for now
        • Wide (body) column
        • Narrow column that gives some information about your company, how to connect with you, etc
      • CAN-SPAM required information
    • Don’t use a personal e-mail address
  • 12. Measure your Success
    • Review your email analytics at least monthly
      • What is your open rate? (10-24% typical)
      • What is your click through rate (2-10% typical)
      • What is your unsubscribe rate?
      • What are your subscribers reading?
    • Modify your topics and focus based on this feedback
    • Modify days and times that you deliver messages and compare results
  • 13. Other Tips
    • Add a newsletter archive to your website
    • Connect your email marketing to your Facebook and Twitter accounts to improve your open rate
    • Look for opportunities to legitimately add subscribers to your list
    • Make sure your email marketing can be read on mobile devices
  • 14. Email Marketing Resources
    • MailChimp –
    • MarketingSherpa –
    • Clickz –
    • MarketingProfs –
    • Email Marketing Blog -
  • 15.
    • Please feel free to contact us:
    • Jim Locke
    • (626) 296-6892
    • [email_address]
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