Email Marketing Basics

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This presentation was created for the Brown Bag Lunch Series for the Louisiana Southeast Small Business Development Center and will also be shared at other short presentations to educate attendees on the basics of email marketing.

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Email Marketing Basics

  1. 1. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt Kim Walker e~Mail Marketing Extraordaire www.inyourcornermar keting.com www.facebook.com/in yourcorner www.twitter.com/kim mikay Phone: 919-602- 6942 kim@inyourcornermar keting.com immi kay © Kim Walker, 2010 The Power of e-Mail Marketing ~ is it for me? ~ why should I? ~ how do I?
  2. 2. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt Why e-Mail Marketing? immi kay © Kim Walker, 2010 Because almost everyone your business needs to reach reads it: • 91% of Internet users between the ages of 18 and 64 send or read email • An even higher number of users ages 65 or older do the same • 147 million people across the country use email, most use it every day Source: eMarketer
  3. 3. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt You & Me e-Mail immi kay © Kim Walker, 2010 A quick survey: 1.Who is currently using email marketing? 2.When do you receive the most email marketing pieces? 3.What do you like about the emails you receive? 4.What do you dislike about the emails you receive?
  4. 4. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt Why e-Mail Marketing? The Communications Impact immi kay © Kim Walker, 2010
  5. 5. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt Why e-Mail Marketing? immi kay © Kim Walker, 2010 It’s cost-effective: Direct mail vs Email • For the same response, direct mail costs 20 TIMES as much as email • Email ROI is the highest when compared to other Internet marketing mediums. • Email works. Every $ spent on email marketing in 2007, marketers received an estimated $48.29 ROI (Direct Marketing Association 2007) There’s Gotta Be a Catch, Right? RIGHT!
  6. 6. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt Why e-Mail Marketing? TO CONNECT immi kay © Kim Walker, 2010 CONNECT To build relationships through effective communication. It takes an average of 7 touches to convert to a sale. Do you want to do that through newspaper/magazine ads, radio or effective email? It costs 6-7 times more to gain than to retain. Keep your customers coming back! • You’ve already paid for them! • Repeat customers spend 67% more! • They are your referral engine! (after 10 purchases a client has already referred 7 people…Bain & Company, 2002)
  7. 7. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt Why e-Mail Marketing? TO INFORM immi kay © Kim Walker, 2010 INFORM Those buying into your message. Develop lists based on reader preferences, choose an effective email format/content and deciding what day/time to send your email. Decide – Do I want to: 1.Promote a. Motivate Purchases b. Increase event attendance 2.Inform a. Inform potential clients b. Differentiate my business 3.Relate a. Increase loyalty b. Encourage more referrals
  8. 8. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt Why e-Mail Marketing? TO INFORM immi kay © Kim Walker, 2010
  9. 9. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt Why e-Mail Marketing? TO GROW immi kay © Kim Walker, 2010 GROW Your business through thoughtful marketing and analysis/follow-up. Track and improve deliverability, increase opens, clicks and forwards as well as reducing unsubscribe requests. Maintaining/growing your list.
  10. 10. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt Why e-Mail Marketing? TO GROW immi kay © Kim Walker, 2010 GROW OPENS – Determined by the # of people who d/l images, double click to open and click on links CLICK-THROUGHS – Alerts you as to what your readers are interested in so that you can continue to engage them in the future. MANAGING YOUR LIST – Using the reports to manage bounces by removing, updating and adding. HARD BOUNCE – Permanent. Non existent email address, Misspelled or no longer in use SOFT BOUNCE – Could be temporary. Out of office reply, server was down, full mailbox
  11. 11. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt How can I use e-Mail Marketing? immi kay © Kim Walker, 2010 • Share articles relating to the season, special products/services • Showcase trainings/certifications • Introduce new hires, staff promotions • Invite to events • “Friends in Business” Referrals • Testimonials • Coupons/specials • Make an appointment links • Find us..on Facebook, Twitter, Our website, etc • Birthday/anniversary cards • Thanksgiving cards (I don’t suggest Christmas)
  12. 12. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt What do I do now? I want to get started! immi kay © Kim Walker, 2010 TIPS FOR GETTING STARTED 1.Start building your list 2.Gather materials (logo, URL’s for sites to refer to, images) 3.Sign up for an email service (my recommendation is Constant Contact – I can help you get set up). 4.Think of content for your newsletter/email.
  13. 13. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt What do I do now? I want to get started! immi kay © Kim Walker, 2010 TIPS FOR BUILDING YOUR LIST 1.Start with your current clients. 2.Put a sign-up invitation on your website 3.Add a sign-up to your Facebook/reference it on Twitter, etc 4.Add a sign-up to your email signature line 5.Put a sign-up sheet at your point of sale
  14. 14. “People don’t care how much you know until they know how much y ~ Theodore Roosevelt Kim Walker e~Mail Marketing Extraordaire www.inyourcornermar keting.com www.facebook.com/in yourcorner www.twitter.com/kim mikay Phone: 919-602- 6942 kim@inyourcornermar keting.com immi kay © Kim Walker, 2010

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