Email Marketing for Small and Medium Business

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  • http://www.bostonherald.com
  • http://www.bridgeandtunnelclub.com
    http://media.canada.com
  • http://www.bridgeandtunnelclub.com
    http://media.canada.com
  • http://www.viperstrike.com
  • http://api.ning.com
  • Solution
    created a more prominent Intouch CTA - larger image and text
    enlarged images of people - close-up photos are more powerful and persuasive
  • roundroundworld
    http://media.photobucket.com
  • http://www.growingwell.co.uk
  • http://travel.webshots.com
  • Email Marketing for Small and Medium Business

    1. 1. Direct Email for Small and Medium Business
    2. 2. http://www.bostonherald.com
    3. 3. Why Send Direct Email? http://www.bostonherald.com
    4. 4. Low cost Measurable Build and maintain customer relationships Highly Targeted Branded
    5. 5. Direct Marketing Association = http://www.bridgeandtunnelclub.com, http://media.canada.com
    6. 6. Cost Effectiveness of Email Marketing = http://www.bridgeandtunnelclub.com, http://media.canada.com $1 Buy = $48 ROI Direct Marketing Association
    7. 7. http://www.flickr.com/photos/garryknight
    8. 8. Does Anyone Read Email? http://www.flickr.com/photos/garryknight
    9. 9. Beyond the Click: The Indirect Value of Email
    10. 10. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
    11. 11. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
    12. 12. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
    13. 13. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
    14. 14. Do People Actually Read this Stuff? Beyond the Click: The Indirect Value of Email
    15. 15. People want to hear from you
    16. 16. http://www.viperstrike.com
    17. 17. Why use an Email Service Provider? http://www.viperstrike.com
    18. 18. Improved Deliverability (SPAM) Email Service Providers (ESPs) have relationships with major Internet Service Providers (ISPs). ESPs provide tools to create, manage, and measure your newsletter campaigns and contact lists. Sender ID and SPF compliance.
    19. 19. Factors that Effect Deliverability SPAM Score Contact List Maintenance White and Black Lists Email Design Message Content (including subject lines)
    20. 20. http://api.ning.com
    21. 21. Email Design http://api.ning.com
    22. 22. Business-to-Consumer • Mostly images = 7.1% • All text = 4.7% • Mostly text = 5.3% • Equal text/images = 6.3% Business-to-Business • All text = 5.4% • Mostly text = 4.8% • Equal text/images = 3.5%
    23. 23. roundroundworld http://media.photobucket.com
    24. 24. Poor Content roundroundworld http://media.photobucket.com
    25. 25. http://www.growingwell.co.uk
    26. 26. Organic List Growth http://www.growingwell.co.uk
    27. 27. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...).
    28. 28. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...). Advertise yourself Offline • through print advertising promote the value of your newsletters and point the URL to your signup page.
    29. 29. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...). Advertise yourself Offline • through print advertising promote the value of your newsletters and point the URL to your signup page. Strong Website Call-to-Actions • have prominent areas on your site that allow users to either instantly provide their email address or link to a newsletter signup page.
    30. 30. Growing your Contact List You’re an expert at something • write about a helpful service or product that you are an expert at and make it a PDF available upon newsletter subscription (ie. 10-Step Guide to...). Advertise yourself Offline • through print advertising promote the value of your newsletters and point the URL to your signup page. Strong Website Call-to-Actions • have prominent areas on your site that allow users to either instantly provide their email address or link to a newsletter signup page. Social Media • promote the value of your newsletters on Twitter, Facebook, Linkedin with direct links to your signup page.
    31. 31. http://travel.webshots.com
    32. 32. Buy Traffic not Lists http://travel.webshots.com
    33. 33. Use Pay-Per-Click (PPC) Use Pay-Per-Click (PPC) advertising to promote your offering and point it towards your newsletter signup page.
    34. 34. Closing Tips on Email Marketing
    35. 35. Closing Tips on Email Marketing Use an Email Service Provider
    36. 36. Closing Tips on Email Marketing Use an Email Service Provider Be Conscience of Deliverability
    37. 37. Closing Tips on Email Marketing Use an Email Service Provider Be Conscience of Deliverability Maintain Relevant Content and Good Design
    38. 38. Closing Tips on Email Marketing Use an Email Service Provider Be Conscience of Deliverability Maintain Relevant Content and Good Design Grow and Maintain your Contact Lists
    39. 39. Thank You

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