Email Marketing With Success

Thank You For Joining Us
Ten24
VerticalResponse
Website Solutions for B2B & Nonprofits
Making small businesses look like giant
• Experts at architecting and developing
Providing SMB Since 2001, SaaS Solutions

content, managing websites, intranets and
for Self- Service Email, Direct Mail &
extranets
Surveys
• Ten24’s Online Marketing Suite provides
Award winning and customer-centric: INC

content management with integrated email
Fast 500, Best Places to Work, SF Business
marketing from VR, Google Analytics and
Times
CRM from SFDC
Active Member of the Email Sender &

• Our team of professionals has decades of
Provider Coalition since 2003
experience over 100’s of website projects
David Crouch
Michelle Urban
President
Partner Success Manager
david.crouch@ten24web.com
murban@verticalresponse.com

Agenda
 Best Practices
• Building a List
• Consistency
• Target Your Audience
 Creating an Effective Email
• Choosing Templates & Images
• Building 101
• Value of Email Marketing
 Reporting
• Dashboard
• Tools & Features
• Advanced Tracking Options
 Resources and Q & A

Best Practice:
List Building
 Quality list take dedication
• Always ask for permission
• Be up front with e-marketing
• Ways to collect email addresses
Opt in Form
•
Sales Counter
•
Taking Appointments
•
Tradeshow Table
•
Fish Bowl Contest
•
 Strategic planning
• Multiply advertising approaches
• Diversity for maximum ROI
• Maintenance

Characteristics: HARMFUL
Are You A Good Sender
• Purchased, shared,
 Have a plan rented and/or 3rd party
list
• Stale & Unused list
What is your magic number
•
• Treat your list with care
Consistency matters
•
Survey/Target audience
•
Brand Recognition
•
 Know your reports
• Open & Clicks
• List segmentation
• Stay in touch with everyone
See what VR users in other
industries have to say:
www.verticalresponse.com/lounge

Choose A Design:
Wizard, Canvas, Free Form, Text

Content:
Get it Read
1. Learn
• Educa&onal content
• News
• Tips
2. Gain
• Discount
• Time
• Access
3. Enjoy
• Free Gi9 with Purchase
• Added Value

Content:
Effective Email
• From Line
• Company name or who the subscriber has the rela&onship with
• S&ck with it and avoid changing it!
• Subject line
• Keep it Short
• Don’t repeat from label in subject line
• Don’t try to mask words like “free” with words like “fr*ee” ‐
• Don’t use excessive punctua&on ‐ !!!!!
• Don’t use CAPITALIZATION ‐ email screaming!
• Images
• Avoid using images as your sole content
• 80 – 20 rule
• Use image alt text

Images:
Are They Visible

Content…
From Top to Bottom
 Keep readers coming back for more
 Limit to 3 to 5 topics/articles
 Include links
 Personalize your message
 Assist in scanning
• Bold headlines and keywords
• Bullets
• Whitespace is a good thing
• Columns

Email Preview:
Test It Out
Make sure some of your best content is “above the fold”
or in the preview pane
26.6 % of online clients use the preview pane to view emails

Email Marketing:
A Medium That Is Economical
• Direct Marketing Association declared Email Marketing in 2008 was
$45.06 for every dollar spent
• $1.00 = $45.06
• Email marketing is the lowest Cost Per Order (CPO).
• Email Marketing = $6.85 vs. $19.33 Paid Web Search
 Won’t break the bank
• Pricing is priceless
• Non Profits
• www.verticalresponse.com/pricing
You’re Invited!
LIVE demos, webinars and
tradeshows
h@p://www.verDcalresponse.com/events/

Reporting Says:
Dashboard & Reports
 What do we track:
• Overall Performance
• Top Performing List & Links
• Email Comparisons
 Drill down to find:
• Click-Through
• Domain Reporting
• Download Center

Report & Create:
List Segmentation
 Target your Audience
• Steak dinner to the vegetarian?
• Send relevant information to the
recipients!
 Get Results
Mail smarter!
•
Improve response
•
Group
•
Suppress
• Watch A List SegmentaDon Demo
Divide
• www.verDcalresponse.com/tutorials
Flexibility
•

Advance Reporting:
Google Analytics  Tracking Behavior
• Increase conversions & profits
• Learn where your visitors are
dropping off during the
conversion process
• Learn which ad text is the
most effective
• Compare email marketing
campaigns
• Make informed site design
improvements
• Increase your conversions and
profits
Interested in a Google Analy1cs
White Paper?
Send an email to
murban@verDcalresponse.com

Summary
 Newsletters build relationships
 Best practices for newsletters aren’t all
about selling
 Represent your brand
 Think about what your audience will see
 Learn from every newsletter

VerticalResponse Tools & Resources
 Step by Step Guide to Email Marketing Success
• http://tinyurl.com/auqqgc
 Email Checklist
• http://tinyurl.com/cz88hp
 VR Marketing Newsletter
 VR Blog

VerticalResponse Resources cont…..
 Regular Live Demos
• http://www.verticalresponse.com/events/
• How to Do Everything
• http://www.verticalresponse.com/education-support/
• VR Marketing Lounge
• http://lounge.verticalresponse.com/
 VR Blog
• Customer Support
• Email:
• Call:
• Chat

Questions & Answers
Michelle Urban David Crouch
Partner Success Manager President
murban@verticalresponse.com david.crouch@ten24web.com