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Email Marketing 101
 

Email Marketing 101

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How to generate new business using email marketing

How to generate new business using email marketing

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    Email Marketing 101 Email Marketing 101 Presentation Transcript

    • Email Marketing 101 Karl Dias, Director of Sales, NetProspex, Inc. Patrick Wilcox, Enterprise Sales Manager, NetProspex, Inc. Mark Feldman, Director of Product Management, NetProspex, Inc.
    • Agenda
      • The laws that apply, as well as some very common misconceptions about B2B email marketing
      • The do's and don'ts of B2B marketing via email
      • Email creation and delivery. What works and what doesn't?
      • Statistics and expectations. What can you realistically expect from email?
    • A Little Bit About B2B E-mail Marketing
      • Over $250 billion B2B spend driven / influenced by email in 2008 in the US --(Forrester)
      • 80% of marketers say email is the strongest performing media buy with a higher ROI then search (Datran)
      • 50% of marketers are now emailing prospects, not just customers. (Direct Magazine)
      • 78% of marketers say they will significantly increase email marketing investment for customer acquisition in 2008 (Marketing Sherpa)
      • According to the Direct Magazine annual forecast survey, email has become the top medium choice for direct marketers
      • Of the firms polled:
        • 72% send e-mail to customers
          • 10% increase over 2007
        • 50% to prospects
          • 9% increase over 2007
        • 55% of those who use email for marketing plan to increase their budgets for it next year. Source: Center for Media Research, June 4. 2008
    • http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtm “ You cannot send an email solicitation without and individual opting in to your E-mail list. The CAN-SPAM act says so!” Wrong Myth Lie Spam Spam Spam
    • CAN-SPAM Facts for Business The CAN-SPAM Act: Requirements for Commercial Emailers The CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them.
    • CAN-SPAM Provisions
      • 1. It bans false or misleading header information
      • 2. It prohibits deceptive subject lines
      • 3. It requires that your email give recipients an opt-out method
      • 4. It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address
      • See the FTC Web site at www.ftc.gov/spam
      • Or call toll-free, 1-877-FTC-HELP
      • 1-877-382-4357)
    • The 3 Things You Will Need
      • 1. A message
      • 2. A list
      • 3. An email delivery service
    • First the message and the do's and don'ts of B2B marketing via email
      • The Don'ts:
      • ***EXCE$$!VE ***PUNCTUATION!!!!! Or CAPITALIZATION
      • Stay away from SPAM Filter Catch Words:
      • Free, Viagra , Guarantee , Credit Card , Sex
      • Don’t use long URLs in your emails – Use Hyperlinks
      • Don’t use cluttered layouts, keep it clean and simple!
      • Don’t just send one big image
      • Excessive use of " click here “, especially in all capital letters
      • Stay away from email addresses from free mail services like AOL, Hotmail, and Yahoo
    • And Now…
      • The 10 Must Do’s:
      • 1. Create a compelling or interesting subject line
      • 2. Test, test, test and test again
      • 3. Think above the fold
      • 4. Have a specific call to action
      • 5. Personalize where possible
      • 6. From: [email_address] or [email_address]
      • 7. Stay consistent with branding or style
      • 8. Keep it simple
      • 9. Track your results
      • 10. Start with a good list and Keep it clean
    • Email creation and delivery. What works and what doesn't?
      • Decide what format your email will be. Rich or plain text
      Ryan I am with a company called Netprospex , and we offer a great solution for marketing to new prospects and generating sales and have helped companies like WebEx, Citrix, Jupiter Media, Netsuite that I think you will be interested in. We have over 2.6 million highly accurate and very detailed records of key executives that contain email addresses, phone numbers, and in many cases direct dials and extensions. I would like the opportunity to show you the tool, and set you up with a guest account for you and your staff at ABC Co. to evaluate. Ryan what is your schedule like this week, we only need 5 or 10 minutes. Cheers, Patrick Wilcox Account Manager Netprospex 617-600-4705 [email_address]
    • Rich/HTML The Good & the Bad
      • * Rich interesting colorful
      • text and pictures
      • *Easy to understand
      • clear messaging
      • * Clearly a broad based
      • advertisement
      • *Not personalized
      • * Not targeted
    • Plain Text the Good & the Bad [[firstname]], I am with a company called Netprospex , and we offer a great solution for marketing to new prospects and generating sales and have helped companies like WebEx, Citrix, Jupiter Media, Netsuite that I think you will be interested in. We have over 2.6 million highly accurate and very detailed records of key executives that contain email addresses, phone numbers, and in many cases direct dials and extensions. I would like the opportunity to show you and your staff at [[company]] the tool, and set you up with a guest account for you to evaluate. [[firstname]] what is your schedule like this week, we only need 5 or 10 minutes. Cheers, Patrick Wilcox Account Manager Netprospex 617-600-4705 [email_address] *Highly personalized *Targeted *Plain *Needs to be short and sweet
    • Now the List
      • Target your audience
      • Get as targeted and accurate a list you can find
        • Rent vs. Buy
    • Delivery Constant Contact www.constantcontact.com Vertical Response www.verticalresponse.com Gold Lasso www.goldlasso.com New Media Gateway www.newmediagateway.com www.genius.com
    • Tracking See who opens, clicks, or responds in real time Get test results instantly so you know which emails are working best Assess prospect interest based on web site visit Share best practice templates and send on behalf of others Leverage that info & strike while the iron is hot
    • Results: What happened after you pressed send?     An introduction to B2B email marketing. If you have ever wanted to try your hand at email marketing to help increase your sales and grow your business, but have felt unschooled or afraid, this webinar is for you. Mark your calendar for Tuesday August 12th from 1:00pm-1:30 EST as NetProspex Director of Sales and email marketing pro, Karl Dias leads a free interactive webinar, E-mail Marketing 101 This 25 minute web event will cover: - The do's and don'ts of B2B marketing via email - The laws that apply, as well as some very common misconceptions about B2B email marketing - Email creation and delivery. What works and what doesn't? - Stats and expectations. What can you realistically expect from email? We will wrap up with a Q&A session. Attendees will receive a complimentary week's guest account to NetProspex that will include 100 daily record views and 200 downloadable records. If you no longer wish to receive e-mail from Netprospex, please reply to Remove © 2006, NetProspex, Inc. 42 Weston St. Waltham MA 02453 ALL RIGHTS RESERVED
    • Here’s what happened
      • Sent 179,883
      • Delivered 113,941
      • Views 12,266 for 6.82% 5% is a good average
      • Hard Bounce backs 2,638 for 1.47%
      • Preference: Plain Text 7
      • Skipped: Domain Unsubscribe 4
      • Skipped unsubscribe/ past hard bounces 61,659
      • Soft Bounce Backs 4,833 for 2.69%
      • Unique Clicks 1,001 for .97% .50% is average
      • Unsubscribe 481 for 0.27%
    • NetProspex
    • NetProspex Customers
    • NetProspex Contains …
        • Over 2.6 million contacts
        • Coverage into mid-management decision makers
        • Unique coverage not available elsewhere
        • More than 400,000 companies across U.S. & Canada
          • 75% of contacts have email
          • 99% have phone numbers
          • 15% direct dial phones/extensions
    • What Sets NetProspex Apart?
        • Accuracy of data
        • Email
        • In-depth coverage mid-management decision makers
          • 414,000 C-Level executives
          • 371,000 VP level
          • 316,000 Directors
          • 158,000 Managers
        • Highly transparent presentation of data
        • Updated quarterly
        • 78% accuracy - backed up by a 100% guarantee
    • All Searchable by Job Title or Job Function… … Search by specific job title, job function or management level
    • All Searchable by Geography… … Search by city, state, area code, and zip code
    • Also Search by… Company name: List of URL’s:
    • Thank You! www.netprospex.com