Effective Email Marketing for Small Businesses

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Learn how to develop more effective e-newsletters.

Email marketing, such as e-newsletters or e-zines, is a proven method for connecting with current clients and prospective customers, but many small business owners are not using the tools effectively. This workshop will give strategies and tips for building and maintaining an email marketing plan.

This presentation will show you how to:

Build a targeted list: grow your list while remaining compliant with anti-spam laws and how to segment your list for better results.

Create engaging content: why compelling content is key to the effectiveness of your campaigns.

Track your progress: why should track opens, clicks and how to use that data for improving your efforts.

Build your brand: use your email communications as a way to gain trust, show your expertise, convert clients and build your small business.

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Effective Email Marketing for Small Businesses

  1. 1. COMPELLING BRAND IDENTITIES IN PRINT & WEB I DE N TI TY PRINT Effective Email Marketing PU B LI SH I N G For Small Businesses WEB Maine Center for Entrepreneurial Development Visible Logic, Inc. 142 High Street Suite 615Portland, ME 04101 207.761.4230 visiblelogic.com
  2. 2. Headline Emily Brackett Visible Logic, Inc. Mail On The Mark www.visiblelogic.com www.mailonthemark.com www.visiblelogic.com/blog www.mailonthemark.com/blog twitter: @VisibleLogic twitter: @mailonthemark facebook: Visible Logic Effective Email Marketing for Small Business www.mailonthemark.com
  3. 3. Headline Why Email? Effective Email Marketing for Small Business www.mailonthemark.com
  4. 4. The Best Return Return $40.56 Investment: $1 $22.24 $19.72 $10.51 $7.30 Catalogs Mobile Display Ads Search Email Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com
  5. 5. Integrates With Other Channels Social Media Direct Marketing Web Site Blog SEO Sales Networking White Papers Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com
  6. 6. Reporting and Data Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com
  7. 7. Target, Segment, Refine Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com
  8. 8. Builds Your Brand Builds trust Builds relationships Increases brand awareness Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com
  9. 9. Keeps Your Brand “Top of Mind” Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com Photo: Flickr Creative Commons from ☺ Lee J Haywood
  10. 10. Drives Sales“I send out the e-newsletter... and the phone starts ringing!” Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com Photo: Flickr Creative Commons from Karolina Kabat
  11. 11. Headline Plan Your Campaigns Effective Email Marketing for Small Business www.mailonthemark.com
  12. 12. Transaction Email Bulk Email Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  13. 13. Email Service Providers (ESP) Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  14. 14. Really, plan.Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  15. 15. Really, plan.Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  16. 16. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Plan Content 1 blogs News Events ✔Tips Reviews Q&A Articles “Quotations and Testimonials” $AVE Coupons Photographs Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com http://www.visualpharm.com
  17. 17. 50 Content ideas1. Promote your blog posts 11. Photos of happy customers 25. Links to articles you’ve written 38. Insider information2. Send people to other blogs or 12. Photos of products in action 26. Downloadable white papers 39. Recent work articles you like 13. Employee biographies 27. Personal stories 40. Recent contracts3. Write product reviews 14. Videos 28. Case studies 41. Thank you’s4. Write reviews of unexpected 15. Jokes 29. Portfolio examples 42. Account information things (food, movies, books, bicycles, etc.) 16. Cartoons 30. Welcome to new clients 43. Deadlines5. Client testimonials 17. Charts 31. Welcome to new readers 44. Inspiration quotations6. Answer a client email as an 18. Statistics 32. Number of products sold 45. Birthday wishes article 19. Industry events 33. External reviews 46. Photos of recent events7. Tips 20. Technical information defined 34. Behind the scenes at your 47. Photos of completed projects8. Beginnings of articles, find the company 21. Links to Facebook 48. Giveaways rest on your web site 35. Non-profit partnerships 22. Contests 49. Surveys9. Coupons 36. Business partnership 23. Links to Twitter 50. Membership and renewal10. Exclusive offers 37. Frequently Asked Questions notices 24. Links to LinkedIn Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  18. 18. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Plan Content Who is going to write it? 1 Who is going to collect it? Who will prepare the mailing? Do landing pages or new content need to be created first? How will it integrate with other channels? How will you build your list? Who will update the mailing list(s)? Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com http://www.visualpharm.com
  19. 19. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Design Match it to your brand identity Make the layout work with your content 2 Test it across platforms Make sure it follows all the anti-spam rules Get feedback Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  20. 20. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  21. 21. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  22. 22. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  23. 23. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  24. 24. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  25. 25. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  26. 26. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  27. 27. Really, plan.Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  28. 28. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Create Content Schedule all of the steps. 3 pos t t Wr ite blo g p o s from cl ie n t Ask fo r ph o to s blo g pos t Wr ite in t ro t o C o lle c t e ve n t li s t ing s rrec t ph o to s Rev ie w, crop, co proo fread te st em ai ls nten t St art pu tt ing co e in to em ai l te m pl at Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  29. 29. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Review, Proofread, Test 4 1. Proofread 2. Check links / landing pages 3. Send Tests Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  30. 30. Before you get going Every time you send out a campaignPlan Design Create Review, Schedule SendContent Content Proofread, Test1 2 3 4 5 6 7 Schedule When is the best time to send your email? 5 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com Clock: Flickr Creative Commons from ☺ Lee J Haywood
  31. 31. Send 6Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  32. 32. Headline Grow (and Maintain) Your List Effective Email Marketing for Small Business www.mailonthemark.com
  33. 33. Give and You Will Receive Discounts, coupons Exclusive offers Email Address Valuable information Support & stay up-to-date Effective Email Marketing for Small Business | Grow (and Maintain) Your List www.mailonthemark.com
  34. 34. Opt-in is powerful They’ve given their trust. Don’t abuse it. Effective Email Marketing for Small Business | Grow (and Maintain) Your List www.mailonthemark.com Photo: Flickr Creative Commons from ironypoisoning
  35. 35. Pruning and cleaning houseOpt-in is not forever Effective Email Marketing for Small Business | Grow (and Maintain) Your List www.mailonthemark.com Photo: Flickr Creative Commons from Ewan Traveler
  36. 36. Segmenting Effective Email Marketing for Small Business | Grow (and Maintain) Your List www.mailonthemark.com
  37. 37. Headline Reports, Data and Testing Effective Email Marketing for Small Business www.mailonthemark.com
  38. 38. What data to look at? Effective Email Marketing for Small Business | Reports, Data and Testing www.mailonthemark.com
  39. 39. Basic reporting Effective Email Marketing for Small Business | Reports, Data and Testing www.mailonthemark.com
  40. 40. Clicks Effective Email Marketing for Small Business | Reports, Data and Testing www.mailonthemark.com
  41. 41. Tracking beyond your ESP Effective Email Marketing for Small Business | Reports, Data and Testing www.mailonthemark.com
  42. 42. Bounces Effective Email Marketing for Small Business | Reports, Data and Testing www.mailonthemark.com
  43. 43. Headline Deliverability and Spam Effective Email Marketing for Small Business www.mailonthemark.com
  44. 44. CAN SPAM Act regulations1. Your “From,” “To,” “Reply-To,” and routing information must be accurate. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  45. 45. CAN SPAM Act regulations1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.2. Don’t use deceptive subject lines. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  46. 46. CAN SPAM Act regulations1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.2. Don’t use deceptive subject lines.3. Identify the message as an ad. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  47. 47. CAN SPAM Act regulations1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.2. Don’t use deceptive subject lines.3. Identify the message as an ad.4. Your message must include your valid physical postal address. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  48. 48. CAN SPAM Act regulations1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.2. Don’t use deceptive subject lines.3. Identify the message as an ad.4. Your message must include your valid physical postal address.5. Tell recipients how to opt out. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  49. 49. CAN SPAM Act regulations1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.2. Don’t use deceptive subject lines.3. Identify the message as an ad.4. Your message must include your valid physical postal address.5. Tell recipients how to opt out.6. Honor opt-out requests promptly. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  50. 50. CAN SPAM Act regulations1. Your “From,” “To,” “Reply-To,” and routing information must be accurate.2. Don’t use deceptive subject lines.3. Identify the message as an ad.4. Your message must include your valid physical postal address.5. Tell recipients how to opt out.6. Honor opt-out requests promptly.7. You can’t contract away your legal responsibility to comply with the law. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  51. 51. Recipients don’t care about anti-spam laws.Spam is email that therecipient finds irrelevant. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  52. 52. There is nosingle definition of spamBEST PRACTICES SPAM Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  53. 53. Don’t underestimate how muchpeople dislike businessesthat send them unwanted orunsolicited emails.
  54. 54. Why Isn’t My Email Delivered? COMPANY IP ADDRESS DOMAIN INDIVIDUAL O ISP SPAM OR BLOCK BLOCK SPAM RULES FILTER Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  55. 55. Blacklisting
  56. 56. Headline Improving Your Email Marketing Effective Email Marketing for Small Business www.mailonthemark.com
  57. 57. About 90 trillion emails are sent per year. There are an estimated 294 billion emails sent per day. 2.8 million emailsare sent every second. The typical corporate user sends and receives about 110 messages daily. The averagenumber of corporate emails received is 75 per day. The average number of legitimate corporate emails receiveddaily is 62. The average number of corporate spam emails is 13 per day. 62% of people check work email on theweekends. 59% check email from the bathroom. 55% of mobile email users upgraded to a new phone just toget email. 66.7% of emails delivered during the first quarter of 2011 were categorized as marketing messages,down from 74.4% the previous quarter. Email is the preferred method of commercial communication by 74% of allonline adults. 26% of users check their personal email account 4 or more times per day, 30% check it 2-3 timesper day. 60% of work email accounts get checked 1 or more times a day. 87% of personal email accounts getchecked 1 or more times per day. 63% of mobile email users check their account a minimum of once per day. 57%of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email. Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  58. 58. About 90 trillion emails are sent per year. There are an estimated 294 billion emails sent per day. 2.8 million emailsare sent every second. The typical corporate user sends and receives about 110 messages daily. The averagenumber of corporate emails received is 75 per day. The average number of legitimate corporate emails receiveddaily is 62. The average number of corporate spam emails is 13 per day. 62% of people check work email on theweekends. 59% check email from the bathroom. 55% of mobile email users upgraded to a new phone just to How do you stand out?get email. 66.7% of emails delivered during the first quarter of 2011 were categorized as marketing messages,down from 74.4% the previous quarter. Email is the preferred method of commercial communication by 74% of allonline adults. 26% of users check their personal email account 4 or more times per day, 30% check it 2-3 timesper day. 60% of work email accounts get checked 1 or more times a day. 87% of personal email accounts getchecked 1 or more times per day. 63% of mobile email users check their account a minimum of once per day. 57%of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email. Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  59. 59. 1. Make the content great.2. Use design that enhances your brand.3. Get the frequency right.4. Test.Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  60. 60. More than 90% of consumers unsubscribe[to] brands because of too frequent, irrelevantor boring communications. —ExactTargetEffective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  61. 61. Why the “from”can be more important thanthe subject line.Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  62. 62. Not too few. Not too many.Just right.Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  63. 63. Do recipients feel a littlehappier or just more annoyed after seeingyour email appear in their inbox?Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  64. 64. Always be working on content Create Content pose Prom ur ep ot R e Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  65. 65. Always improve your tactics reate/Send C Strategy Test / djust Re A po rt Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  66. 66. So many people are getting itwrong. If you get it right, you canstand out. Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  67. 67. Headline Emily Brackett Visible Logic, Inc. www.visiblelogic.com Mail On The Mark www.mailonthemark.com twitter: @VisibleLogic Facebook: Emily K Brackett Facebook Company: Visible Logic LinkedIn Effective Email Marketing for Small Business www.mailonthemark.com

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