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Elgin chamber 2 11 11 7 steps to better email marketing

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7.5 Steps to Excellent Email Marketing

7.5 Steps to Excellent Email Marketing

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  • Email marketing is one of the best advertising methods.
    Unlimited Email Lists Download
    www.topratedtricks.blogspot.com/
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

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  • 1. 7.5 Steps to Better Email Marketing(And Get Better Results!)
    tom wieczorek
    sales automation specialists
    south elgin IL
    CRM and Contact Management software for small business marketing & sales
    2/11/2011
    1
    Copyright 2011 - sales automation specialists - All rights reserved
  • 2. 1. Build your list with permission
    • Wherever you connect
    • 3. Service & sales calls
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  • 4. Build your list with permission
    • Wherever you connect – have people sign up
    • 5. Service & sales calls
    • 6. Written correspondence (invoices, statements, etc.)
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  • 7. Build your list with permission
    • Wherever you connect
    • 8. Service & sales calls
    • 9. Written correspondence (invoices, statements, etc.)
    • 10. Events and meetings
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  • 11. Build your list with permission
    • Wherever you connect
    • 12. Service & sales calls
    • 13. Written correspondence (invoices, statements, etc.)
    • 14. Events and meetings
    • 15. Email signature
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  • 16. Build your list with permission
    • Wherever you connect
    • 17. Service & sales calls
    • 18. Written correspondence (invoices, statements, etc.)
    • 19. Events and meetings
    • 20. Email signature
    • 21. In-store guest book
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  • 22. Build your list with permission
    • Wherever you connect
    • 23. Service & sales calls
    • 24. Written correspondence (invoices, statements, etc.)
    • 25. Events and meetings
    • 26. Email signature
    • 27. In-store guest book
    • 28. Website sign-up
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  • 29. Build your list with permission
    • Ideally – all this gets sent to a database
    • 30. CRM
    • 31. Contact Management
    • 32. Excel
    • 33. Whatever
    • 34. Store it for reuse and later access
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  • 35. Build your list with permission
    • Explicit
    • 36. Web site opt-in – single or double
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  • 37. Build your list with permission
    • Explicit
    • 38. Web site opt-in – single or double
    • 39. Implicit
    • 40. Personal or professional relationship
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  • 41. Build your list with permission
    • Be a “trusted sender” – remind recipients why they are receiving your communication
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  • 42. Build your list with permission
    • Be a “trusted sender” – remind recipients why they are receiving your communication
    • 43. Include an easy “un-subscribe” or some type of 1-click opt-out
    2/11/2011
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  • 44. Build your list with permission
    • Spam – unsolicited business email
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  • 45. Build your list with permission
    • Spam – unsolicited business email
    • 46. No-no’s
    • 47. Purchased lists
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  • 48. Build your list with permission
    • Spam – unsolicited business email
    • 49. No-no’s
    • 50. Purchased lists
    • 51. CD-ROMs
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  • 52. Build your list with permission
    2/11/2011
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  • 57. Build your list with permission
    • Don’t do it!!!
    It may seem appealing – but it will damage your business and your relationships – beyond repair!
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  • 58. Build your list with permission
    • Consider archiving your emails (especially newsletters)
    • 59. For later retrieval
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  • 60. Build your list with permission
    • Consider archiving your emails (especially newsletters)
    • 61. For later retrieval
    • 62. Provide a means of viewing a sample
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  • 63. Build your list with permission
    • Answer your recipient’s questions:
    • 64. What’s in it for me?
    • 65. Will you share or sell my info to others?
    • 66. Will it be hard to unsubscribe or stop delivery?
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  • 67. 2. Set your objectives – I want to:
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  • 68. Set your objectives – I want to:
    • Promote
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  • 69. Set your objectives – I want to:
    • Promote
    • 70. Motivate a purchase
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  • 71. Set your objectives – I want to:
    • Promote
    • 72. Motivate a purchase
    • 73. Increase event attendance
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  • 74. Set your objectives – I want to:
    2/11/2011
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  • 78. Set your objectives – I want to:
    • Promote
    • 79. Motivate a purchase
    • 80. Increase event attendance
    • 81. Inform
    • 82. Inform prospects of your product/service
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  • 83. Set your objectives – I want to:
    • Promote
    • 84. Motivate a purchase
    • 85. Increase event attendance
    • 86. Inform
    • 87. Inform prospects of your product/service
    • 88. Show people that you’re an expert
    • 89. Relate
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  • 90. Set your objectives – I want to:
    • Promote
    • 91. Motivate a purchase
    • 92. Increase event attendance
    • 93. Inform
    • 94. Inform prospects of your product/service
    • 95. Show people that you’re an expert
    • 96. Relate
    • 97. Increase loyalty
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  • 98. Set your objectives – I want to:
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  • 107. Set your objectives – I want to:
    • Promotional
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  • 108. Set your objectives – I want to:
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  • 113. Set your objectives – I want to:
    • Relational
    • 114. Special privileges
    • 115. Acknowledgements – you & your customers
    • 116. Case studies
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  • 117. Set your objectives – I want to:
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  • 123. 3. Choose the appropriate format & frequency
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  • 124. Choose the appropriate format & frequency
    • Determine the appropriate format
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  • 125. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 126. Newsletters
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  • 127. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 128. Newsletters
    • 129. Frequency – regular, i.e., monthly, weekly, quarterly
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  • 130. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 131. Newsletters
    • 132. Frequency – regular, i.e., monthly, weekly, quarterly
    • 133. Lots of educational content (typically non-promotional)
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  • 134. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 135. Newsletters
    • 136. Frequency – regular, i.e., monthly, weekly, quarterly
    • 137. Lots of educational content (typically non-promotional)
    • 138. Use bullets, summarize information, be concise
    • 139. Make articles short; or continue the article on a web page
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  • 140. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 141. Promotions/Invitations/Surveys
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  • 142. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 143. Promotions/Invitations/Surveys
    • 144. Frequency – depends on your sales cycle and product/service
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  • 145. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 146. Promotions/Invitations/Surveys
    • 147. Frequency – depends on your sales cycle and product/service
    • 148. Focus on the promotion – limited, but targeted content
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  • 149. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 150. Promotions/Invitations/Surveys
    • 151. Frequency – depends on your sales cycle and product/service
    • 152. Focus on the promotion – limited, but targeted content
    • 153. Use the content to invite a click-through or call to action
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  • 154. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 155. Announcements
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  • 156. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 157. Announcements
    • 158. Frequency – event driven
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  • 159. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 160. Announcements
    • 161. Frequency – event driven
    • 162. Press release, holiday greetings
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  • 163. Choose the appropriate format & frequency
    • Determine the appropriate format
    • 164. Announcements
    • 165. Frequency – event driven
    • 166. Press release, holiday greetings
    • 167. Use content to build deeper relationships
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  • 168. Choose the appropriate format & frequency
    • Frequency and delivery time
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  • 169. Choose the appropriate format & frequency
    • Frequency and delivery time
    • 170. Create a “Master Schedule” – in Excel for some other format easily monitored and changed
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  • 171. Choose the appropriate format & frequency
    • Frequency and delivery time
    • 172. Create a “Master Schedule” – in Excel for some other format easily monitored and changed
    • 173. Inform people signing up know what the frequency will be
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  • 174. Choose the appropriate format & frequency
    • Frequency and delivery time
    • 175. Create a “Master Schedule” – in Excel for some other format easily monitored and changed
    • 176. Inform people signing up know what the frequency will be
    • 177. Keep your word!
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  • 178. Choose the appropriate format & frequency
    • When to send
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  • 179. Choose the appropriate format & frequency
    • When to send
    • 180. When is your audience most likely to read it?
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  • 181. Choose the appropriate format & frequency
    • When to send
    • 182. When is your audience most likely to read it?
    • 183. Day of week – Tuesday’s and Wednesday’s
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  • 184. Choose the appropriate format & frequency
    • When to send
    • 185. When is your audience most likely to read it?
    • 186. Day of week – Tuesday’s and Wednesday’s
    • 187. Time of day – 10am to 3pm
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  • 188. Choose the appropriate format & frequency
    • When to send
    • 189. When is your audience most likely to read it?
    • 190. Day of week – Tuesday’s and Wednesday’s
    • 191. Time of day – 10am to 3pm
    • 192. Test for timing – segment your list & try different variations
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  • 193. Choose the appropriate format & frequency
    • When to send
    • 194. When is your audience most likely to read it?
    • 195. Day of week – Tuesday’s and Wednesday’s
    • 196. Time of day – 10am to 3pm
    • 197. Test for timing – segment your list & try different variations
    • 198. Test for results
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  • 199. Choose the appropriate format & frequency
    • When to send
    • 200. Maximum impact with minimum intrusion!
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  • 201. 4. Get your email opened!
    2/11/2011
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  • 202. Get your email opened!
    • Your “From” line
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  • 203. Get your email opened!
    • Your “From” line
    • 204. Use a name your audience recognizes
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  • 205. Get your email opened!
    • Your “From” line
    • 206. Use a name your audience recognizes
    • 207. Include your organization or brand
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  • 208. Get your email opened!
    • Your “From” line
    • 209. Use a name your audience recognizes
    • 210. Include your organization or brand
    • 211. Refer to your business in the same way that your audience does
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  • 212. Get your email opened!
    • Your “From” line
    • 213. Be consistent
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  • 214. Get your email opened!
    • Your “From” line
    • 215. Be consistent
    • 216. 60% of consumers say that the “From” line most often determines whether they open an email or delete it
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  • 217. Get your email opened!
    • Avoid “Spam Speak”
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  • 218. Get your email opened!
    • Avoid “Spam Speak”
    • 219. These words:
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  • 220. Get your email opened!
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  • 223. Get your email opened!
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  • 227. Get your email opened!
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  • 232. Get your email opened!
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  • 238. Get your email opened!
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  • 245. Get your email opened!
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  • 253. Get your email opened!
    • Avoid “Spam Speak”
    • 254. ALL CAPITAL LETTERS
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  • 255. Get your email opened!
    • Avoid “Spam Speak”
    • 256. ALL CAPITAL LETTERS
    • 257. Funky characters - ΨЖ©₵
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  • 258. Get your email opened!
    • Avoid “Spam Speak”
    • 259. ALL CAPITAL LETTERS
    • 260. Funky characters - ΨЖ©₵
    • 261. Excessive punctuation !!!!!???????
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  • 262. Get your email opened!
    • Avoid “Spam Speak”
    • 263. ALL CAPITAL LETTERS
    • 264. Funky characters - ΨЖ©₵
    • 265. Excessive punctuation !!!!!???????
    • 266. Excessive use of “Click Here!”
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  • 267. Get your email opened!
    • Avoid “Spam Speak”
    • 268. ALL CAPITAL LETTERS
    • 269. Funky characters - ΨЖ©₵
    • 270. Excessive punctuation !!!!!???????
    • 271. Excessive use of “Click Here!”
    • 272. Symbols such as $$$$$$$
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  • 273. Get your email opened!
    • Avoid “Spam Speak”
    • 274. ALL CAPITAL LETTERS
    • 275. Funky characters - ΨЖ©₵
    • 276. Excessive punctuation !!!!!???????
    • 277. Excessive use of “Click Here!”
    • 278. Symbols such as $$$$$$$
    • 279. No “From” address
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  • 280. Get your email opened!
    • Avoid “Spam Speak”
    • 281. ALL CAPITAL LETTERS
    • 282. Funky characters - ΨЖ©₵
    • 283. Excessive punctuation !!!!!???????
    • 284. Excessive use of “Click Here!”
    • 285. Symbols such as $$$$$$$
    • 286. No “From” address
    • 287. Missing or misleading subject line or “RE: “
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  • 288. Get your email opened!
    • Avoid “Spam Speak”
    • 289. Take advantage of built-in spam checking found in professional email services
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  • 290. Get your email opened!
    • Consider using numbers in the subject
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  • 291. Get your email opened!
    • Consider using numbers in the subject
    • 292. “3 Exciting tips about . . .”
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  • 293. Get your email opened!
    • Consider using numbers in the subject
    • 294. “3 Exciting tips about . . .”
    • 295. “7 things the government doesn’t want you to know about . . .”
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  • 296. Get your email opened!
    • Consider using numbers in the subject
    • 297. “3 Exciting tips about . . .”
    • 298. “7 things the government doesn’t want you to know about . . .”
    • 299. “5 Steps to a healthier you”
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  • 300. 5. Create compelling content
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  • 301. Create compelling content
    • Remember the phrase “Cash is King”?
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  • 302. Create compelling content
    • Remember the phrase “Cash is King”?
    • 303. In email marketing it’s “Content is King”
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  • 304. Create compelling content
    • The mail body
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  • 305. Create compelling content
    • The mail body
    • 306. Provide relevant, valuable information
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  • 307. Create compelling content
    • The mail body
    • 308. Provide relevant, valuable information
    • 309. Be clear and concise
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  • 310. Create compelling content
    • The mail body
    • 311. Provide relevant, valuable information
    • 312. Be clear and concise
    • 313. Use appropriate graphics
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  • 314. Create compelling content
    • The mail body
    • 315. Provide relevant, valuable information
    • 316. Be clear and concise
    • 317. Use appropriate graphics
    • 318. Use white space effectively
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  • 319. Create compelling content
    • The mail body
    • 320. Provide relevant, valuable information
    • 321. Be clear and concise
    • 322. Use appropriate graphics
    • 323. Use white space effectively
    • 324. Include “Call to Action” links
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  • 325. Create compelling content
    • The mail body
    • 326. Provide relevant, valuable information
    • 327. Be clear and concise
    • 328. Use appropriate graphics
    • 329. Use white space effectively
    • 330. Include “Call to Action” links
    • 331. Create a sense of urgency, when sending promotional material
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  • 332. Create compelling content
    • The mail body
    • 333. Provide relevant, valuable information
    • 334. Be clear and concise
    • 335. Use appropriate graphics
    • 336. Use white space effectively
    • 337. Include “Call to Action” links
    • 338. Create a sense of urgency, when sending promotional material
    • 339. Capitalize and punctuate - CAREFULLY
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  • 340. Create compelling content
    • The mail body
    • 341. No chili recipes
    • 342. Who’s the author of the content?
    • 343. Proofread and/or send it to another set of eyeballs
    • 344. Always include your office phone number and main contact email address
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  • 345. Create compelling content
    • Focus on the content
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  • 346. Create compelling content
    • Focus on the content
    • 347. It’s not about you!
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  • 348. Create compelling content
    • Focus on the content
    • 349. It’s not about you!
    • 350. It’s about what you know
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  • 351. Create compelling content
    • Trade useful information for attention
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  • 352. Create compelling content
    • Trade useful information for attention
    • 353. Will they discuss it with others? Friends/associates/bosses?
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  • 354. Create compelling content
    • Trade useful information for attention
    • 355. Will they discuss it with others? Friends/associates/bosses?
    • 356. Will they look forward to the next issue or communication?
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  • 357. Create compelling content
    • Narrow your focus
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  • 358. Create compelling content
    • Narrow your focus
    • 359. Be the expert that you are
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  • 360. Create compelling content
    • Avoid:
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  • 361. Create compelling content
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  • 363. Create compelling content
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  • 366. 6. Track your results
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  • 367. Track your results
    • Stats to monitor
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  • 368. Track your results
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  • 370. Track your results
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  • 373. Track your results
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  • 377. Track your results
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  • 382. Track your results
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  • 388. Track your results
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  • 395. Track your results
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  • 403. Track your results
    • Spot trends
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  • 404. Track your results
    • Spot trends
    • 405. Open rate trending down – why?
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  • 406. Track your results
    • Spot trends
    • 407. Open rate trending down – why?
    • 408. Fewer clicks on embedded links?
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  • 409. Track your results
    • Spot trends
    • 410. Open rate trending down – why?
    • 411. Fewer clicks on embedded links?
    • 412. Open rate steady/going up/going down?
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  • 413. Track your results
    • Spot trends
    • 414. Open rate trending down – why?
    • 415. Fewer clicks on embedded links?
    • 416. Open rate steady/going up/going down?
    • 417. How many new subscribers?
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  • 418. Track your results
    • Follow-through
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  • 419. Track your results
    • Follow-through
    • 420. If you continue an article on a web page, how many are reading?
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  • 421. Track your results
    • Follow-through
    • 422. If you continue an article on a web page, how many are reading?
    • 423. How many click on graphics?
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  • 424. Track your results
    • Goal achievement
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  • 425. Track your results
    • Goal achievement
    • 426. Links to drive traffic to your web site
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  • 427. Track your results
    • Goal achievement
    • 428. Links to drive traffic to your web site
    • 429. Find out if clicks become conversations and conversations become conversions
    • 430. Again, remember to always include a contact phone number and email address
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  • 431. Track your results
    • Refine and tune your strategy
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  • 432. Track your results
    • Refine and tune your strategy
    • 433. Date and time-of-day sent
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  • 434. Track your results
    • Refine and tune your strategy
    • 435. Date and time-of-day sent
    • 436. From and subject lines
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  • 437. Track your results
    • Refine and tune your strategy
    • 438. Date and time-of-day sent
    • 439. From and subject lines
    • 440. Email format - readability
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  • 441. Track your results
    • Refine and tune your strategy
    • 442. Date and time-of-day sent
    • 443. From and subject lines
    • 444. Email format – readability
    • 445. Calls to action – strong enough?
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  • 446. Track your results
    • Refine and tune your strategy
    • 447. Date and time-of-day sent
    • 448. From and subject lines
    • 449. Email format – readability
    • 450. Calls to action – strong enough?
    • 451. Call recipients to get reaction, opinions, feedback
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  • 452. Track your results
    • Refine and tune your strategy
    • 453. Date and time-of-day sent
    • 454. From and subject lines
    • 455. Email format – readability
    • 456. Calls to action – strong enough?
    • 457. Call recipients to get reaction, opinions, feedback
    • 458. Do this over time
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  • 459. Do yourself a favor – don’t use Outlook!
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  • 460. 7. Segment your list
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  • 461. Segment your list
    • Use data collected to send your customers only what they want
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  • 462. Segment your list
    • Use data collected to send your customers only what they want
    • 463. Learn about your customers’ interests
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  • 464. Segment your list
    • Use data collected to send your customers only what they want
    • 465. Learn about your customers’ interests
    • 466. Collect contact information and personalize your emails as much as possible
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  • 467. Segment your list
    • Use data collected to send your customers only what they want
    • 468. Learn about your customers’ interests
    • 469. Collect contact information and personalize your emails as much as possible
    • 470. Ask your audience what they’d like to see
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  • 471. 7.5 Social Media
    • Post links to your email marketing on Social Media sites:
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  • 472. 7.5 Social Media
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  • 479. Resources
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  • 480. Resources
    • Constant Contact (www.constantcontact.com)
    • 481. Use with ACT!, MS Excel, other CRM’s
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  • 482. Resources
    • Constant Contact (www.constantcontact.com)
    • 483. Use with ACT!, MS Excel, other CRM’s
    • 484. Emma (www.emma.com)
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  • 485. Resources
    • Constant Contact (www.constantcontact.com)
    • 486. Use with ACT!, MS Excel, other CRM’s
    • 487. Emma (www.emma.com)
    • 488. SalesNexus (www.salesnexus.com) – CRM
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  • 489. Resources
    • Constant Contact (www.constantcontact.com)
    • 490. Use with ACT!, MS Excel, other CRM’s
    • 491. Emma (www.emma.com)
    • 492. SalesNexus (www.salesnexus.com) – CRM
    • 493. Ace Of Sales (www.AceofSales.com) – CRM
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  • 494. Resources
    • Constant Contact (www.constantcontact.com)
    • 495. Use with ACT!, MS Excel, other CRM’s
    • 496. Emma (www.emma.com)
    • 497. SalesNexus (www.salesnexus.com) – CRM
    • 498. Ace Of Sales (www.AceofSales.com) – CRM
    • 499. InfusionSoft (www.infusionsoft.com) – CRM
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  • 500. Resources
    • Constant Contact (www.constantcontact.com)
    • 501. Use with ACT!, MS Excel, other CRM’s
    • 502. Emma (www.emma.com)
    • 503. SalesNexus (www.salesnexus.com) – CRM
    • 504. Ace Of Sales (www.AceofSales.com) – CRM
    • 505. InfusionSoft (www.infusionsoft.com) – CRM
    • 506. Aweber (www.aweber.com)
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  • 507. Resources
    • Constant Contact (www.constantcontact.com)
    • 508. Use with ACT!, MS Excel, other CRM’s
    • 509. Emma (www.emma.com)
    • 510. SalesNexus (www.salesnexus.com)
    • 511. Ace Of Sales (www.AceofSales.com)
    • 512. InfusionSoft (www.infusionsoft.com)
    • 513. Aweber (www.aweber.com)
    • 514. Mail Chimp (www.mailchimp.com)
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  • 515. Resources
    • SwiftPage (www.swiftpage.com)
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  • 516. Resources
    • SwiftPage (www.swiftpage.com)
    • 517. Tightly integrated with Sage’s ACT! & SalesLogix
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  • 518. Resources
    • SwiftPage (www.swiftpage.com)
    • 519. Tightly integrated with Sage’s ACT! & SalesLogix
    • 520. Vertical Response (www.verticalresponse.com)
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  • 521. Resources
    • SwiftPage (www.swiftpage.com)
    • 522. Tightly integrated with Sage’s ACT! & SalesLogix
    • 523. Vertical Response (www.verticalresponse.com)
    • 524. StreamSend (www.streamsend.com)
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  • 525. Questions (easy ones, only!)
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  • 526. Thank you!
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  • 527. All about us’ns
    tom wieczorek
    sales automation specialists
    630.669.2104
    www.sas-chicago.com
    tom@sas-chicago.com
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