Email Marketing Best Practices


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• Learn the up-to-the-minute procedures for increasing and improving your one-to-one communications program through an automated marketing system designed to engage your customers with you and your organization.
• Deliver targeted messages to segmented lists of customers and prospects.
• Create a powerful campaign that will enhance your marketing positioning and name / brand recognition

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Email Marketing Best Practices

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  2. 2. Web 2.0 and Email Marketing<br />Web 2.0 is a concept that promotes the interconnectivity and interactivity through online capabilities.<br />One aspect of Web 2.0 is Email Marketing<br />Various marketing strategies are utilized to reach a targeted group of prospects. <br />Email Marketing is one of the many new tools available to marketing professionals. <br />
  3. 3. What is Email Marketing?<br />Email Marketing<br />Method of direct marketing through email to prospects. This method typically utilizes a dedicated email address as opposed to your personal email account. <br />Some aspects to consider when exploring email marketing campaigns:<br />Ability to incorporate multiple address lists<br />Customized reporting tools<br />Available email templates<br />Spam compliance measures. <br />
  4. 4. Why use Email?<br />Email marketing allows you to communicate programs and services quickly and efficiently. <br />This audience desires timely, relevant and concise information that is disseminated quickly. <br />Email marketing is the best solution to reach your online prospects<br />
  5. 5. Who’s using Email Marketing?<br />67% prefer email as a communications channel over other online vehicles. - Habeas (2008)<br />49% of online merchants maintain that email marketing performs better than other forms of marketing, including paid search, search engine optimization, direct mail and affiliate marketing. - Internet Retailer (2007)<br />
  6. 6. Contact Management<br />Import contacts - copy & paste, or import your list as a .txt, .csv, .xls file<br />Create targeted lists - choose target prospects and generate multiple focus lists<br />Keep a record of prospects who opt-out - maintaining these records will prevent accidental solicitation to disinterested prospects (who could become very angry prospects)<br />
  7. 7. Add/Import Feature<br />List Name section stores targeted prospect lists<br />
  8. 8. Templates<br />Choose category, then design<br />Design professionals have ability to utilize custom designs<br />Features include: <br />Color<br />Fonts<br />Sectioned blocks promote ease of use<br />Images (use your images or the image library)<br />
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  10. 10. Templates Options<br />Sectioned blocks promote ease of use<br />
  11. 11. Tips for Content and Structure<br />Decide targeted audience and desired outcome<br />Promote consistency throughout campaign to reinforce brand and company message<br />Logo should be clearly visible to readers<br />Keep the title and subject line simple and easy to read to prevent the appearance of spam<br />
  12. 12. Tips for Content and Structure<br />Don’t overwhelm the reader with too much content. <br />Promote “call to action.” Some examples of “call to actions” used in email solicitations are; click for more information, call our 800 number or visit our website. <br />Bold headings allow the reader to easily skim the message.<br />Include quick links to your website, any relevant online publications, contact info.<br />Include a Join Mailing List link. <br />Preview & Test before sending!<br />Continued<br />
  13. 13. Example of Content and Structure<br />
  14. 14. Tracking Email Progress<br />Identify effectiveness of campaign through reporting tools<br />Sent = number of emails sent<br />Bounces = number of emails sent but not received<br />Opt-Out = recipient clicked on Do Not Mail link <br />Opens = received and opened<br />Clicks = recipient clicked link in email <br />Forwards = number of times email was forwarded <br />Review reports and learn from them. Identify areas that need improvement and popular features. <br />
  15. 15. Example of Reporting Features<br />
  16. 16. Where to Start<br />Recommended<br />Constant Contact is an online email marketing program that offers email marketing, online surveys, contact management and a help center with online and telephone capabilities. Even if you are not a designer, features like their SpeakUp service assists in creating emails that grab’s your audiences attention and gets your message across with impact. <br /><br />
  17. 17. Where to Start<br />Other Sources<br />There are many companies that offer these services and software. Conduct research to find the company that’s right for you. Other email marketing services:<br /><br /><br />Continued<br />
  18. 18. Contact<br />Questions or Comments? Feel free to contact:Kristin Rielly New Media DeveloperIrwin Siegel Agency,<br />