Reboot Presentation For Business Email Marketing To Post

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Reboot Presentation For Business Email Marketing To Post

  1. 1. Thriving in the New World of Communication
  2. 2. Traditional Media New Media We Bridge the Gap
  3. 3. Agenda 1. Remerge Introduction—Who We Are 2. Email Marketing Stats 3. Building a Customer Database 4. Basic Rules & Compliance 5. Best Practices 7. Q & A and Audience Survey 6. Email Marketing Tools
  4. 4. Our Background Chuck: Radio Programming, Programming Consulting, Creative Web Design, New Media Integration Consulting Current: VP New Media Strategies (Remerge) Tonya: Radio Sales, Convergence Sales, Agency AE, New Media Integration Consulting Current: Managing Partner (Remerge) Casey: Radio Sales, Convergence Sales Current: Marketing Consultant (Remerge) Leah: Agency AE, Creative Strategies, Media Buyer Current: President (The Media Key)
  5. 5. Email Marketing Stats ROI for Email Marketing in 2008 was $45.06 for every dollar spent. That’s a higher index than any other direct marketing vehicle. Source: Direct Marketing Association
  6. 6. Email Marketing Stats Source: Marketing Sherpa % of marketers who felt email marketing was successful.
  7. 7. Email Marketing Stats <ul><li>Top 2 Areas of Marketing Investment in 2009 </li></ul><ul><li>Email Marketing (83%) </li></ul><ul><li>Social Media (62%) </li></ul><ul><li>StrongMail, 2009 </li></ul><ul><li>Business Owners Planning To Increase Marketing </li></ul>
  8. 8. Email Marketing Stats Source: eMarketer.com Reasons Internet Users Unsubscribe
  9. 9. Two Major Issues Confronting Email Marketers <ul><li>1. Email That Does Not Get Delivered </li></ul><ul><ul><ul><li>ISP Issues—Now Serving as Gatekeepers </li></ul></ul></ul><ul><ul><ul><li>SPAM Issues </li></ul></ul></ul><ul><li>2. Email That Does Not Receive a Response </li></ul><ul><ul><ul><li>Poorly Defined Audience or Bad Mailing List </li></ul></ul></ul><ul><ul><ul><li>Poor Content </li></ul></ul></ul><ul><ul><ul><li>Unclear (or NO) Call To Action </li></ul></ul></ul>
  10. 10. Spam Statistics S pam makes up 45% of all emails. Number 1 Generator of Spam: United States Number 2: Korea The most prevalent type of spam is advertising-related. Source: SpamLaws.com (2009)
  11. 11. Building a Customer Database 1. Know Your Customer What Do They Deem Valuable? What Are Interests Beyond (but related) To Your Offer? 2. Decide What You Will Offer On A Regular Basis Must Be of Value (even if it’s only for 5 people) 3. Decide How To Build The Database Incentive: Contests & Promotions (with Opt-In Offer) Direct: Ask For Sign-Ups Referral: Tell a Friend feature 4. Develop Plan For Sending On Regular Basis 5. Do It! (Most Companies Fail Here)
  12. 12. Basic Rules <ul><li>Consistent Look & Feel </li></ul><ul><li>Balance Images & Text </li></ul><ul><li>Why Are They Receiving The Email? (Remind Them) </li></ul><ul><li>Opt-Out Area </li></ul><ul><li>‘ Update Your Profile’ Area </li></ul><ul><li>Your Company Web Address & Physical Postal Address </li></ul><ul><li>‘ Contact Us’ Area </li></ul><ul><li>Privacy Policy </li></ul><ul><li>‘ Reply To’ Address (if different) </li></ul><ul><li>Clear ‘From’ Address </li></ul><ul><li>Clear ‘Subject Line’—No Special Characters or Abbrev. </li></ul><ul><li>Make Sure Content Is Approved (Internally/Legally) </li></ul><ul><li>Target Specific Audiences (When Possible) </li></ul>
  13. 13. Compliance <ul><li>Bookmark: SpamLaws.com, FindLaw.com, FTC.gov </li></ul><ul><li>CAN SPAM Law (Highlights) </li></ul><ul><li>Bans False or Misleading Header Information </li></ul><ul><li>Prohibits Deceptive Subject Lines </li></ul><ul><li>Requires a Clear Opt-Out Method </li></ul><ul><li>Opt-Outs Must Be Honored Within 10 Days </li></ul><ul><li>Requires That It Be Identified as an Advertisement </li></ul><ul><li>Must Include Sender’s Valid Physical Postal Address </li></ul>
  14. 14. Compliance <ul><ul><ul><ul><ul><li>DO NOT USE ALL CAPS </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>50% Off </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>100% Free </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Act Now </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>All New </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Amazing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>As Seen On </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Buy Direct </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Cash Bonus </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Call Now </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Credit </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Compare </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Collect </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Don’t Delete </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Discount </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Double Your Income </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Earn $$$ </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Easy Terms </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Excessive $ or ! </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>E.X.T.R.A. Punctuation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Free </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Join Millions </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Million Dollars </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>No Cost </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Now Only </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Order Now </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Opportunity </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Promise You </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Please Read </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Requested </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Subscribe Now </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Special Promotion </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Save Up To </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Satisfaction Guaranteed </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Serious Cash </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>You’ve Been Selected </li></ul></ul></ul></ul></ul><ul><li>Why Pay More </li></ul>Do Not Use In Subject Line:
  15. 15. Best Practices <ul><li>Must-Haves! </li></ul><ul><li>Send VALUE </li></ul><ul><li>Send Content They Asked For </li></ul><ul><li>Be Consistent </li></ul><ul><li>Short but Strong Subject Lines </li></ul><ul><li>Personalize It </li></ul><ul><li>Sign-Up Confirmation (Double Opt-In) </li></ul><ul><li>Send on Tuesday/Wednesday </li></ul><ul><li>Use Auto-Responders </li></ul><ul><li>Test Links </li></ul><ul><li>Test Send </li></ul><ul><li>Easy On The Images </li></ul><ul><li>300 KB Maximum Size </li></ul><ul><li>Include All Contact Info </li></ul><ul><li>Preview Pane Headline </li></ul><ul><li>Don’t Expect Too Much </li></ul><ul><li>Include a Call To Action! </li></ul>
  16. 16. Best Practices <ul><li>Content is King! </li></ul><ul><li>Advice & Tips </li></ul><ul><li>Upcoming Events & Seminars </li></ul><ul><li>Contests or Promotions </li></ul><ul><li>Limited Time Discounts </li></ul><ul><li>New Product/Service Offerings </li></ul><ul><li>Important Announcements </li></ul><ul><li>Changes In Your Industry (Laws) </li></ul><ul><li>Topical Subjects (In The News) </li></ul><ul><li>Surveys </li></ul>
  17. 17. Email Marketing Tools <ul><li>On Your Server </li></ul><ul><li>Open Source </li></ul><ul><li>Robust System </li></ul><ul><li>Entry Level to Pro </li></ul><ul><li>No Fuss </li></ul><ul><li>Comprehensive </li></ul><ul><li>Advanced Testing </li></ul><ul><li>Affordable </li></ul><ul><li>Advanced Users </li></ul><ul><li>Email Marketers </li></ul><ul><li>Turnkey </li></ul><ul><li>Pro Templates </li></ul>
  18. 18. Email Marketing Tools <ul><li>PROS: </li></ul><ul><li>Easy to install for most web savvy people </li></ul><ul><li>Templates – HTML/Text based messages </li></ul><ul><li>100,000+ subscribers </li></ul><ul><li>Automated opt-in/opt-out system </li></ul><ul><li>Batch processing and throttle control </li></ul><ul><li>Advanced Bounce Handling </li></ul><ul><li>CONS: </li></ul><ul><li>Some working knowledge of PHP </li></ul><ul><li>Working knowledge of MySQL </li></ul><ul><li>Requires access to install on your server </li></ul><ul><li>PRICE: </li></ul><ul><li>FREE </li></ul><ul><li>On Your Server </li></ul><ul><li>Open Source </li></ul><ul><li>Robust System </li></ul><ul><li>Entry Level to Pro </li></ul>
  19. 19. Email Marketing Tools <ul><li>PROS: </li></ul><ul><li>No programming necessary </li></ul><ul><li>Simple to understand & use </li></ul><ul><li>Full system, manages opt-outs </li></ul><ul><li>Advanced testing features. </li></ul><ul><li>Affordable way to grow </li></ul><ul><li>CONS: </li></ul><ul><li>Pay per campaign </li></ul><ul><li>Costs can be higher </li></ul><ul><li>Only upload 2,000 emails at once </li></ul><ul><li>PRICE: </li></ul><ul><li>Starting at $5.00 each send PLUS </li></ul><ul><li>1 cent per email </li></ul><ul><li>No Fuss </li></ul><ul><li>Comprehensive </li></ul><ul><li>Advanced Testing </li></ul><ul><li>Affordable </li></ul>
  20. 20. Email Marketing Tools <ul><li>PROS: </li></ul><ul><li>No programming necessary </li></ul><ul><li>Simple to understand & use </li></ul><ul><li>Full system, manages opt-outs </li></ul><ul><li>Professional templates </li></ul><ul><li>CONS: </li></ul><ul><li>Hefty Monthly Fees </li></ul><ul><li>Fees increase as your list increases </li></ul><ul><li>PRICE: </li></ul><ul><li>Starts @ $15 per month for up to </li></ul><ul><li>500 emails </li></ul><ul><li>Advanced Users </li></ul><ul><li>Email Marketers </li></ul><ul><li>Turn Key </li></ul><ul><li>Pro Templates </li></ul>
  21. 21. Next BBB Workshop Subject: Marketing with Twitter Date: Friday, November 13 th Time: 8:30am Location: BBB Conference Room Questions? www.BBBEventRegistration.com
  22. 22. Contact Us: Tonya Eberhart 614-746-7151 Casey Bauer 614-348-0113 www.remergemedia.com

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