Leveraging the Power of Email to Grow your Business
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  • 1. LEVERAGING THE POWER OF EMAIL TO GROW YOUR BUSINESS The in-depth analysis of newsletters and the science of developing highly targeted campaigns. By Jason Boehle www.austininbox.com
  • 2. OVERVIEW
    • 3 most frequently asked questions
    • Why should I be using newsletters?
    • How do I get into email marketing?
    • How do I grow my list?
    • Discuss myths and legalities
    • Show email stats and analytics
    • Feature Email 2.0
  • 3. WHY NEWSLETTERS? ROI!
  • 4. DMA: ROI IS $50 FOR EVERY $1 SPENT!
    • More than Double than any other form of online advertising
    • 6x return from print catalogs
    • Spending on the Rise
  • 5.  
  • 6. WHY NEWSLETTERS EXPANDED
    • ROI
    • Fast
    • Globalized
    • Personalized
    • Tracking
    • Complimentary
  • 7. HOW DO I GET INTO EMAIL MARKETING? Where Do I Start? What do I Market?
  • 8. HOW TO: 8 STEP PROCESS
    • Database Program or List Manager
    • Defined Target Audience
    • Collect Emails
    • Newsletter Software
    • Well Written Campaign
    • Process Removes and Bounces
    • Accurate Stat Tracking
    • Rinse, Clean and Repeat
  • 9. LIST BUILDING 101
    • How to develop and grow your list
    • Online list building strategies
    • Offline list building strategies
  • 10. ONLINE METHODS OF LIST BUILDING
    • Your Website
    • Blogs
    • Social Networking
    • Message Board Posts
    • Other Lists
    • Email Signatures
    • Online Paid Advertising
  • 11. OFFLINE METHODS OF LIST BUILDING
    • Networking
    • Incentives
    • Classified Print Ads
  • 12. Myths of Email Marketing Busting Theories and Fabrications within the Email Marketing Industry!
  • 13. MYTH #1 “ Clicking the unsubscribe button verifies my email to spammers”
  • 14. MYTH #2 “ Tweaking content is the best way to improve deliverability”
  • 15. MYTH #3 “ The better my CTR the more money I will make”
  • 16. LEGALITIES OF EMAIL MARKETING While Email Marketing is a highly effective marketing strategy, there are some rules and laws in place that you must follow to be compliant.
    • Discussing..
    • Can-Spam Act of 2003
    • Best Practices
  • 17. WHAT IS THE CAN-SPAM ACT?
    • Federal law that makes it illegal to send out unsolicited email in the United States.
    • Created to prosecute criminal spammers
    • You can spam!
  • 18. HOW TO STAY CAN-SPAM COMPLIANT
    • Valid From Address
    • Valid Unsubscribe Link
    • Physical Postal Address
    • Verified Opt-in Email Addresses
  • 19. BEST PRACTICES
    • Relevant subject, body and from
    • Instant unsubscribe removal
    • Confirmed opt-in data
  • 20. AVOID LIKE THE PLAGUE!
    • Misleading froms
    • Mailing off hijacked servers
    • Mailing users who have unsubscribed
    • Purchasing data from unknown sources
    • Scammy or misleading content
  • 21. Analytics : The Science of Stat Tracking
  • 22. MOST IMPORTANT STATS TO TRACK
    • ROI
    • Open Ratio
    • Click Through Ratio
    • Bounces
    • Unsubscribes and Complainers
  • 23. Email Statistics for Dale Carnegie Training of Austin Date Sent Email Name Sent Bounces Spam Reports Opt-Outs Opens CTR 11/3/2008 HIP last minute 2556 4.1% (105) 0 0.3% (8) 16.2% (397) 7.3% (29) 10/27/2008 Cold Calling 11/08 2436 4.2% (103) 0 0.2% (6) 16.0% (374) 2.9% (11) 10/27/2008 Coaching for High Performance-Temple 990 4.9% (49) 2 0.6% (6) 16.5% (155) 2.6% (4) 10/14/2008 HIP08 3414 7.3% (248) 1 0.4% (13) 17.5% (555) 7.2% (40) 10/13/2008 Copy of Effective Sales Leadership 3227 6.2% (201) 3 0.3% (10) 17.7% (537) 1.1% (6)
  • 24. 1/3 RD OPENS IN 1 ST HOUR
  • 25. TIPS TO INCREASE ROI AND TRAFFIC
    • Clear and direct subject line
    • Use the same from address in ALL emails
    • Provide relevant content
    • Use clean, consistent templates
    • Test, test, and more testing
  • 26. Email 2.0: The Future of Email
  • 27. SOCIAL NETWORKS AND RSS OFFER ALTERNATIVES TO EMAIL
    • FB, MySpace, Twitter, Friendster provide messaging service like email
    • Spam is much less of a problem
    • Great for groups
    • Stats show users spending more time on social networks than email
  • 28. SOCIAL NETWORKS ARE NOT REPLACING EMAIL ANYTIME SOON
    • Social Networks = younger generation
    • Businesses still rely on email to function
    • Belief that social networks waste productive work
    • Email is much more private
  • 29.  
  • 30. CONTACT INFO: Email: [email_address] Phone: 512-383-5684 Website: www.austininbox.com Twitter: @jboehle FB and Linkedin: Jason Boehle Blog: www.inboxtruth.com Thank You!