Getting Started with Email Marketing


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Getting Started with Email Marketing

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Getting Started with Email Marketing

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