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Introduction to E-mail Marketing
 

Introduction to E-mail Marketing

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thunder::tech was invited to attend the 2009 Husqvarna Viking International Conference in Grapevine, Texas to lead a presentation on e-mail marketing. This presentation covers some of the basics of ...

thunder::tech was invited to attend the 2009 Husqvarna Viking International Conference in Grapevine, Texas to lead a presentation on e-mail marketing. This presentation covers some of the basics of e-mail marketing.

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  • GAC, tda architecture, NutraThera, Vintage, APOC, NCS – all based on whatever client signs off on
  • Client accountability
  • Next: Research and Information Gathering
  • Next: Final Deliverables
  • Next: Collaborative Creation
  • Next: Follow Up
  • Next: Billable Breakdown (1/2)
  • BSOS – Bright shiny object syndrome. Opening speaker kidded around about Att Deficit Disorder, but our attention spans are slivers of what they used to be.
  • When there’s value, there’s an eagerness to open the e-mail. They know from past e-mails that it’s worth their time.
  • Ask and listen to your clients. STAY CONSISTENT.
  • Work your trends
  • Ok, deep breath and read this again. This is changing as a result of better marketers out there creating home grown lists and respecting their list. TOP OF MIND AWARENESS CALL TO ACTION TO Sign up for classes Come into the store Tell a friend - Tell your audience what you want them to do
  • Ask how many have websites Twitter YouTube Flickr Facebook – fan page MySpace Small Businesses have drastically increased their usage of social media. March 2009 – 51% were engaged in professional usage of social networking & 28% were blogging. Cross promotion
  • Ask how many have websites Twitter YouTube Flickr Facebook – fan page MySpace Small Businesses have drastically increased their usage of social media. March 2009 – 51% were engaged in professional usage of social networking & 28% were blogging. Cross promotion
  • Ask how many have websites Twitter YouTube Flickr Facebook – fan page MySpace Small Businesses have drastically increased their usage of social media. March 2009 – 51% were engaged in professional usage of social networking & 28% were blogging. Cross promotion
  • Ask how many have websites Twitter YouTube Flickr Facebook – fan page MySpace Small Businesses have drastically increased their usage of social media. March 2009 – 51% were engaged in professional usage of social networking & 28% were blogging. Cross promotion

Introduction to E-mail Marketing Introduction to E-mail Marketing Presentation Transcript

  • How to Create Effective and Clever E-marketing Campaigns June 6, 2009
  • Importance of branding and marketing E-marketing: you need it::
    • AN E-MAIL LIST!
    • E-mail lists are available for purchase
    • Harvest e-mails from your current Web site by adding a field to your homepage
    • Ask current customers to update their contact information with an e-mail
    What you need to get started::
    • Build a relationship with your list; it has to grow and will take time.
    • Monitor subscription status
    • Invest time and effort to increase your contact list.
    Be kind to your e-mail list::
  • Know your audience::
    • What does your customer want from the e-mails? Consider::
    • Location
    • Event preference
    • Machine purchase history
    • Level of client (VIP, new, lifer, etc.)
    • Tracking, Content, Frequency
    • Allowing self-classification
    • Grab the attention of your audience through design
      • Be conscious of your brand
      • Clean design > Cluttered design
      • Duplicate your Web site navigation in your e-mail template
      • Create a call to action in the e-mail to direct the reader to your Web site & into your store
    Design to sell::
        • SHOW EXAMPLE OF t::t’s e-mail newsletter!!!!
  • Mass e-mail tool options:: Find the mass e-mail tool that is right for you – most cost effective and user friendly.
    • Label your e-mail marketing efforts:
      • E-mail newsletter
      • E-mail updated
      • Featured product news
      • Discount announcement
      • Promotions / Couponing
    Mass e-mails in disguise::
    • Fewer than 50% of marketers create and send out e-mails that render correctly
    • One in five marketing e-mails are invisible or ineffective due to blocked images
    • - E-mail Experience Council (2007)
    Take the time to test your e-mail::
  • 7 in 10 Internet users say they judged “from” and “subject” lines when deciding to report an e-mail as spam - E-mail Sender and Provider Coalition and Ipsos (December 2006) The subject line’s importance ::
    • The subject line can make or break your e-mail
    • open rate
    • Ineffective :
    • Sewing Class Schedule
    • Sale this weekend
    • Effective :
    • Husqvarna Viking June 2009 Dealer Exclusive Pricing
    • Somerset Sewing Center accessory sale this weekend
    Subject matters ::
    • It’s all about the content
      • Maintain brand consistency in regard to design and writing tone
      • Don’t over think your content: less is more
      • Readers have short attention spans
      • Proofread, fact check and reference articles
      • Balance between text and imagery
    What are you going to talk about?::
  • Provide an incentive::
    • Make your customer happy they opened
    • your e-mail:
    • Educate
    • Provide a service
    • Product giveaway
    • Contests
    • Discounts and sale announcements
    • The time you send an
    • e-mail can greatly
    • increase or decrease
    • your open rate.
    • Monday - Wednesday
    • is better than Friday -
    • Sunday
    When to send your e-mail::
    • When sending e-mail marketing messages,
    • create a schedule and stay consistent.
    • Once a week
    • Once a month
    • Once a quarter
    E-mail frequency::
  • Check your stats::
    • Open rates, open times, unsubscribes
    • Watch for trends
    • Adapt to accommodate those trends
    Something to consider: 1/3 of people studied said that they usually visit Web sites directly instead of clicking on an e-mail link. - Epislon’s “Branding Survey” February 2009
  • Turn your e-mails into SALES:: 84% of people in a consumer study said that they have a more favorable opinion of companies who send them e-mail Whether they open the e-mail or not! - Epsilon “Branding Survey” February 2009
    • Make sure the design and content of your
    • e-mail marketing is consistent with your other
    • online properties including::
    • Web site
    • Twitter
    • YouTube
    • Flickr
    • Facebook / MySpace
    Content sharing & cross promotion::
    • Take your e-mail messages offline and
    • incorporate them into::
    • Conversation & sales pitch
    • Print newsletters
    • Brochures
    • Classes
    • In-store signage
    Content sharing & cross promotion::
    • To learn more, check out::
    • Emarketer.com
    • MediaPost.com – sign up for their e-mail newsletter on e-mail marketing
    • chatter.thundertech.com
    • Exact Target & Constant Contact libraries
    Resources::
  • Questions? www.thundertech.com Twitter: @thundertech ( www.twitter.com/thundertech ) YouTube: www.youtube.com/thundertechvideo Blog: www.chatter.thundertech.com Thank you!