Think About: How often do you visit a website once you’ve visited for the first time?
If you need to connect with people use your person email address to start the conversation.
Create personal and relevant emails on a non-disruptive schedule Give subscribers a reason to engage with your message
eNewsletters can be monthly, bi-monthly or even quarterly.
eBlast similar to the eNewsletter but contains only a single topic or story excerpt
eLetter personal eLetter from the voice of the organization
eCard has a single focus like an eBlast, but emphasis is on visual design. eCards include simple, timely topics like save the date, event announcement an announcement that your annual report is available online
Sending good content regularly creates opportunities for your subscribers to share it with other, which in turn will drive further awareness of your organization, website visits and new subscribers
Build Your Email List
The importance of
building your email list
Tips for building your
Ways to communicate
with your list.
Your Email List
“A list of people who have asked
to subscribe to your emails.”
Email marketing has an ROI of 4,300%
91% of consumers check their email at least
once a day
66% of US online consumers, ages 15 and up
made a purchase as a result of email marketing
Over 70% of mobile purchasing decisions are
influenced by promotional emails.
Nearly one third of email recipients open email
based on subject line alone.
Benefits of Your Email Marketing
• Is relatively inexpensive
• Has immediacy
• Yields quick results
• Gives you new insights
• Allows you to send personalized messages
• Allows you to segment and test
Gone are the days where you compose your
message in Microsoft Word with some clip art
Then sent it out as an attachment using your
email program like Outlook, Yahoo, MSN, AOL,
Be CAN-SPAM Compliant!
Your email must be for a legitimate offer and not a scam or offer
of pornography, prescription drugs or other questionable legal
You must identify yourself and/or your company name in the
You must provide your physical or mailing address in the email (I
recommend in the footer)
You must provide remove instructions or include a link that
recipients can click on to remove themselves from future
You must comply with all remove requests and avoid sending
any more emails to people who ask to be removed.
Let recipients know How to Opt Out of future emails
Monitor what others do on your behalf
Each separate email in violation of the law is
subject to penalties of up to $16,000, and
more than one person may be held responsible
1. Get An Email Service Providers
The following providers are all CAN-SPAM
Also known as “Double Opt-In”
3. Build A Permission Based List
Ask before you “blast”!
Never send email marketing to anyone that has
not requested them from you
Use the double opt-in form
Ask subscribers to add you email address to
their contact list. Stops your emails from going
Before you click “Send” button, ask yourself
“Did every recipient on this list give me permission to
send them email marketing?”
4. Compose Email
The Subject Line
The From Line
The Headings &
The Next Step or Call To
Subject Line for Kim’s email:
Don’t get left behind
The Subject Line Tips
Avoid “Free, Help,
Percent off, and
Do not repeat the exact
same subject line for each
Your subject line to 50
characters or less
Increase open rates by
thinking like you sending
to a friend
Sample Subject Lines
The secret to…
7 ways to…
Now you can…
What you need to know
Did you hear?
We’ve got a secret
5. Design Your Email Message
Emails are delivered in 3 formats
Keep it simple!
Use a 1-column custom template, think mobile!
Stick with basic fonts
Test by sending a copy to yourself
6. Track Your Results
Monitor Open & Click-through Rates
Analyze Which Links Perform Well
Evaluate Subscriber Responses (unsubscribed,
reported message as spam or forwarded to a
Comparison by Industry Chart
Capture Emails With Strong Opt-In
Create Landing Pages with valuable, unique
information and a strong call to action for users
to give you their email address.
When should you use landing pages?
When sending social media fans/followers to your
When users are clicking an online ad
Do not direct people to your Home page!
Example Landing Page
Types of Communication
Key to Success!
Offer consistent, high
3 Ways To Build Relationships
1. Keep It Personal
A personal tone
2. Be Sure To Keep In
Send out regular
newsletters or blog posts
Set up a short email
3. Show You Are Human
and Gain Trust
Humanize your ‘from’ line
Value Of A Subscriber
General rule is that a
subscriber is worth $1 per
month ($12 per year)
Subscribe to my
4% average opt-in
.03 X $12 =
$.36 value of each visitor
Create a landing page aka
A strong landing page with
inspiring content and a call
20% average opt-in
.20 X $12 =
$2.40 value of each visitor
What does this mean?
For every visitor you have you are losing $2.04 by not having a strong opt-in
Email me: firstname.lastname@example.org