Email marketing delivers the highest ROI of other marketing mediums. Statistically many small businesses are not using this to their advantage. A copy of the presentation from our mastermind meetup is here for reference.

1. Email Marketing
101

2. Who am I?
• 20+ years of web design and online marketing experience.
• Certifications
• Web Programming (PHP, HTML, CSS, MySQL)
• Advanced Search Engine Optimization
• Local Search Optimization
• Google AdWords & Analytics
• Memberships & Organizations
• Community Development Foundation
• BINaRE Technology Group (Leadership)
• International Webmasters Association
• Internet Marketing Association
• NEWMS
• Moz & Hubspot PartnersRichelle Anderson
Email Marketing 101
Twitter: @lighthousewebms
LinkedIn: richelleanderson

3. Email Marketing 101
WHAT TO EXPECT
1. Why email marketing?
2. Types of emails
3. Best times to send
4. Tips for Success
5. Design Tips
6. Building your list
7. Resources

4. Email Marketing 101
WHY EMAIL MARKETING
Your competition is doing it - Email marketing technology is
used by 82% of B2B and B2C companies. – Ascend2
Mobile made email a huge hit - About 53% of emails are
opened on mobile devices. – Campaign Monitor
Email marketing has an ROI of 3800%. – DMA
The average order value of an email is at least 3X higher
than that of social media. – McKinsey

5. Email Marketing 101
WHY EMAIL MARKETING
You are 6x more likely to get a click-through from an email campaign than you
are from a tweet.- Campaign Monitor
When it comes to purchases made as a result of receiving a marketing message,
email has the highest conversion rate (66%), when compared to social, direct
mail and more. – DMA
72% people prefer to receive promotional content through email, compared to
17% who prefer social media. – MarketingSherpa
A message is 5x more likely to be seen in email than via Facebook. – Radicati

6. Email Marketing 101
TYPES OF EMAIL
TRANSACTIONAL EMAILS MARKETING EMAILS
Receipts
Password Resets
Shipping Notifications, etc.
Selling or asking something of them
Sign up fro an event
Follow on social media
Make a purchase
Check out a new feature/product/service
Respond with feedback
Make an appointment.

7. Email Marketing 101
TIMES TO SEND
• Every industry and audience is different.
• Watch your engagement metrics to know
when to send your message.
• Opens
• Clicks

8. Email Marketing 101
TIMES TO SEND
If you aren’t sure…..
ASK

9. Email Marketing 101

10. Email Marketing 101
TIPS FOR SUCCESS
Before you send your first email
How does your information appear?
Don't use no-reply
Setup an email address just for your emails
Add your company name - From name
68% of Americans say
they base their decision
to open an email on the
‘From’ name. –
Campaign Monitor

11. Email Marketing 101
TIPS FOR SUCCESS
Subject Lines
Gets them to open your email
Make them interesting and witty
Pre-Header
The small section of text that appears as a
Preview to the email
keep it short and direct.

12. Email Marketing 101
TIPS FOR SUCCESS
Personalization
“_________” take a box on us! 2 for 1 on Checks, FREE Shipping, plus $2 off 4-boxes!  Subject line
Hi ________!
You have been selected to receive 2-for-1 on checks, free shipping, and $2 off 4-box orders!
Why? Personalized emails improve clickthrough rates by
14% and conversion rates by 10%. ~ Abberdeen

13. Email Marketing 101
TIPS FOR SUCCESS
What do you Want Them To Do?
Every email should have intent. What is it that you want??? Make it clear!!
Be Direct
You are competing with busy schedules and a
distracted mind.
Keep your Call to Action clear and concise…

14. Email Marketing 101
TIPS FOR SUCCESS
Know your audience
Demographics
Buying & Purchase Behavior
Interests

15. Email Marketing 101
Anti-Spam Laws
Be familiar with and Abide by the Laws!!
Despite its name, the CAN-SPAM Act doesn’t apply just to bulk email. It covers all commercial
messages, which the law defines as “any electronic mail message the primary purpose of which is the
commercial advertisement or promotion of a commercial product or service,” including email that
promotes content on commercial websites. The law makes no exception for business-to-business
email. That means all email – for example, a message to former customers announcing a new product
line – must comply with the law.
http://1.usa.gov/1U0HxRi

16. Email Marketing 101
BUILDING YOUR LIST
Look for Opportunities
Create great content
Online Contests
Offer a freebie - ebook, whitepaper give
them something for giving it up
Promote your efforts on social media
Add opt-ins to your website
Collect them at offline events (opt-in)
Video Marketing - Promote your website rather
than social media
Host an online webinar or podcast
Customer/Client Lists
Sign-up at your physical location

17. Email Marketing 101
BUILDING YOUR LIST
ASK PERMISSION!!!

18. Email Marketing 101
RESOURCES
Free Stock Photos
www.freeimages.com
www.pexels.com
Free is great but your
own images are better!!

19. Questions?