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Email Marketing - How to Guide for Business Leaders


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This is an Email marketing presentation that provides a brief overview of the importance of the medium, its benefits and how it works.

The presentation then concludes that working with a 3rd party service provider to deliver it is the best formula to ensure long term success.

Published in: Business, News & Politics
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Email Marketing - How to Guide for Business Leaders

  1. 1. mail Marketing Made better, easier & smarter g
  2. 2. Contents • What is it • How it works • Some examples • 6P service options and service menu • Key e-benefits • The road to success • About 6P Marketing & 6PM News • Some clients we serve • Contact
  3. 3. What is it? E-mail marketing is the art and science of sending relevant and interesting information to an engaged and interested audience for a wide variety of reasons on a regular basis. 3
  4. 4. For those with something to say and an interested audience, e-mail is: e mail  Quick & affordable  Flexible: mailing volume, frequency, content  Measurable: responses are tracked real time E-mail marketing also:  will help y achieve y p you your business ggoals  keep customers in the loop leading to happier customers iincreases your customer i t llig t intelligence and d  Improves online marketing effectiveness 4
  5. 5. "Among the many great benefits that e mail man e-mail marketing has is that it easily, quickly, regularly and inexpensively connects you with the first place you should be looking for business - your l h ld b l ki f b i existing clients and top prospects. Unfortunately, this simple concept often eludes even the most adept business leaders.” — Paul Provost 5
  6. 6. Industry research says . . . e-mail marketing is a winner Direct Marketing Association UK Direct Marketing Association survey, 2009 Datran Media's 2009 and 2010 Annual April 2009 survey of Senior Marketing Marketing & Media Survey Executives by the European Interactive Ad Effectiveness Survey. Forbes Media Advertising Association Summer 2009 survey of Irish marketers 2009 survey of US B2B marketers by Marketing Professionals and Forrester Research December 2008 survey by MarketingSherpa Feb/Mar 2008 retailer survey by The CMO Council's Marketing Outlook '09 Report December 2009 survey of 300 email marketers by Silverpop A survey of B2B marketers in November, 2008 Q2 2009 survey of over 5,000 Senior US Executives 2008/9 survey by Forrester Research November 2009 survey of B2B marketers North American small businesses survey by Hurwitz & Associates in 2009 6
  7. 7. E-mail marketing versatility Top 3 reasons for using e-mail marketing Gather Profile information Grooming new customers Q Qualify leads y Announce Events Cross‐sell or up‐sell Promote specials or sales Customer relationship management Customer relationship management Promote new products or services Strengthen a brand, product, or company’s image Create rapport Source: Inbox Marketer 7
  8. 8. E-mail investment trends Source: Investment trends by U.S. industry. Marketing Sherpa. July, August 2009. N=1,493 8
  9. 9. Overall media utility trends © 6P Marketing, 2009 9
  10. 10. On-line investment trends Source: Forrester Research Interactive Advertising Forecast, April 2009 (US Only) 10
  11. 11. How it works Select a message Write the e-mail Edit message and copy Design layout Arrange distribution Review performance HEADLINE HERE HEADLINE HERE Body copy goes here. Body  copy CAN go here as well. SUBHEAD HERE Body copy goes Phone number goes here. 11
  12. 12. From acorns to oak trees Great e-marketing campaigns:  support and complement your general and social marketing strategies  have a database that starts off small, with people you know l k  focus on your customer’s needs or wants lleverage the brand’s USP or social profile g th b d’ i l fil  use creative that complements general and social marcom’s tone & manner marcom s  supports and grows your website & traffic 12
  13. 13. Examples 13
  14. 14. Our service options • Novice – New to basic e mail communication e-mail • Experienced – You want to kick it up a notch • Advanced – You understand and want to further develop relationships with your audience 14
  15. 15. Service menu 6PM News 6PM News iContact Exacttarget Features All in one Do it Yourself Brand Integration d i  Support Available S t A il bl Your staff ff Your staff ff Strategy & Tactics  Support Available Your staff Your staff Design/Layout  Support Available Stationery only Stationery  only Copywriting  Support Available Your staff Your staff Editing  Support Available Your staff Your staff Sending  Support Available Your staff Your staff AB testing  Support Available Your staff Your staff 15
  16. 16. Key benefits • Scalable by volume, frequency and content • Increases and improves your customer intelligence • Drives direct sales and supports other sales channels • Efficient and inexpensive communication tool • Supports audience data integration & segmentation • Some offers can generate immediate action • Contributes to branding develop create • Strengthens relationships, and helps build g p p repeat sales, trust and loyalty learn send track 16
  17. 17. With e-marketing you learn • Who opened your e-mail (OPEN RATE) • At what time • Who how Wh / h many clicked on the each link(s) (CLICK THROUGH RATE) li k d th h li k( ) • How many ordered online or called to buy, book & order • How many forwarded your e-mail to a friend, wrote on your wall, joined your twitter t itt account t • Who signed up • Whether anyone unsubscribed You learn all of this at NO EXTRA CHARGE! Want to learn more? Surveys are as easy to do as newsletters newsletters. 17
  18. 18. With e-marketing you learn • What your audience thinks of your products and brand • Likes and dislikes • What society thinks of your social contribution • Online proportion and activities • What they’re willing to do with you • How often develop create • Your social marketing bridging options learn send track 18
  19. 19. E-mail learning supports your marcom model                  19
  20. 20. Only e-mail lets you...  develop an offer on Monday  create an E-mail on Tuesday E mail  send it to your top C+P on Wednesday  track the response rates on Thursday  and learn how to make the next E mail E-mail better by Friday* Friday develop create learn send * For illustration only. Actual development times vary by project. track 20
  21. 21. 7 tips to e-mail success 1. Relevant (interesting) content • interesting articles supported by appealing offers 2. Appropriate creative environment 3. Build your contact list strategically 4. Segment your list(s) 5. Consistent contact quality and frequency 6. Professional looking design, layout & code develop create 7. Test, retest and refresh , • Strive to learn more about your audience each time out • Stay on top of e-mail, audience interest and social trends learn send track 21
  22. 22. The road to success 6PM News proposes that the best way to succeed is to have a team of specialists manage your e-mail marketing p g program. A team whose sole focus is delivering the best g product possible. This t Thi team should include: h ld i l d – Marketing strategist/brand manager, – Writer/editor, – Graphic designer, – Production coordinator and – Website developer. develop create If you can afford all these people, great. If not, call us today because we can… learn send track 22
  23. 23. Hard work pays off MarketingSherpa’s e-mail marketing benchmark survey methodology: August, 2009. N=1493 23
  24. 24. Sample metrics 100% opt-in list 5,000 /month 50,000/month Open Rate 40% to 60% 2,000 to 3,000 20,000 to 30,000 Click-Through Rate 20% to 30% 1,000 to 1,500 10,000 to 15,000 Internal (Hand-picked) list 5,000 /month 50,000/month Open Rate 10% to 30% 500 to 1,500 5,000 to 15,000 Click-Through Rate g 1% to 20% 50 to 1,000 500 to 10,000 Results are based on a sampling of 6P Marketing clients but are not guaranteed. 24
  25. 25. About 6P Marketing Value and results co‐exist comfortably at 6P Marketing Let L t passion drive you. i di 6P Marketing works closely with independent business owners committed to growing their businesses. We design, develop and deploy a wide array of cost effective, results-oriented communications solutions using the most productive mix of modern and traditional marketing tools. g 25
  26. 26. About 6PM News • E-mail marketing division of 6P g Marketing • Design, develop & deliver insightful e mail e-mail communications  Ensure that your:  Marketing efforts go up with your sales  Messages are as great & consistent as your organization’s products & services  Communications are produced by a team of p y trained & experienced professionals 26
  27. 27. We’ll do the work 6PM News helps you tell your brand’s (social) commitment story  Relevant and engaging information is the news  Timely, relevant information is the headline story  And your clients are the heroes y 6PM News uncovers stories begging to be told  We assess your on and offline communications  Your internal and client facing communications and  Id tif examples of your unique selling points th t th t can Identify l f i lli g i t that that become the angle on your stories. 27
  28. 28. Some clients we serve  Legacy Bowes Group  Amik  Asper School of Business  The Rink Training Centre  Organza Market  Inclusion Software  IBEX Payroll  Friends of the Canadian Museum for Human Rights  Waterhouse Executive Search Partners 28
  29. 29. Contact Value and results co‐exist comfortably at 6P Marketing Winnipeg Paul Provost Paul Provost 421 Mulvey Avenue East Winnipeg, Manitoba Canada R3L 2B4 Phone: 204.474 1654 Phone: 204.474‐1654 E‐mail: 29