Email marketing 101


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The basics needed to begin an email marketing program, as discussed at the Atlanta Web Entrepreneurs Meet-up on July 17, 2008.

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  • Email marketing 101

    1. 1. Thinking of beginning an email marketing program? What to keep in mind when getting started Sandi Karchmer Solow I Send Your Email [email_address]
    2. 2. More about Sandi Solow… <ul><li>I am a freelance email marketing manager for companies of all sizes – those that are either beginning an email marketing program or have an established program that needs additional resources. </li></ul><ul><li>Work on an hourly- or project basis to help companies answer the following questions: </li></ul><ul><ul><li>Message: What do you want your emails to say? </li></ul></ul><ul><ul><li>Audience: Who do you want to receive your emails? </li></ul></ul><ul><ul><li>Format: What will your emails look like? </li></ul></ul><ul><ul><li>Measurement: How will we know the email was successful? </li></ul></ul><ul><li>My company: </li></ul>
    3. 3. Getting started process flow ? Why are you going to begin an email program? Create an editorial calendar Develop message content Develop an audience list and/or decide who you’ll be emailing Potential costs determined by knowing who and how often Selecting an email service provider is a function of needs and budget
    4. 4. Why are you sending emails? <ul><li>“Because I think I should” – not the best answer </li></ul><ul><li>Have a clear goal for your program </li></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Brand awareness </li></ul></ul><ul><li>Can you sustain your idea/goal? </li></ul>
    5. 5. Now that you know who you’ll be emailing, what are you going to send them? <ul><li>A relationship built on trust </li></ul><ul><ul><li>You’ll live up to your promise of sending relevant content </li></ul></ul><ul><li>What does your audience want to receive? </li></ul><ul><ul><li>Use email collection on site to ask for demographics and set information preferences </li></ul></ul>
    6. 7. Take the time to develop your list <ul><li>Market your subscription button </li></ul><ul><li>“ Sell” the subscribe </li></ul><ul><li>Promote subscribing </li></ul><ul><li>Empower the Front Line </li></ul><ul><li>Article by Kimberly Snyder published on on June 17, 2008 </li></ul>
    7. 8. Don’t use ESP to pick an ESP <ul><li>ESP = Email Service Provider </li></ul><ul><li>Can help you avoid spam filters </li></ul><ul><ul><li>Message scanners review before blasting </li></ul></ul><ul><ul><li>May know of ISP issues </li></ul></ul><ul><li>Select your ESP carefully </li></ul><ul><ul><li>Budget </li></ul></ul><ul><ul><li>How often you’ll be sending </li></ul></ul><ul><ul><li>How large your list size is/will be </li></ul></ul>
    8. 9. You’ve developed an audience… now what? <ul><li>There’s more to it than just hitting the send button </li></ul><ul><ul><li>Refer to editorial calendar </li></ul></ul><ul><ul><li>Factor in time to create a compelling message </li></ul></ul><ul><ul><li>For each blast, carefully scan your recipient list </li></ul></ul><ul><ul><li>Afterwards, look at your message stats (opens, clicks, blocks, bounces) </li></ul></ul><ul><ul><li>Doesn’t include time for A/B testing </li></ul></ul>
    9. 10. Workflow of a message blast Write out the content Decide email recipients Design HTML and text emails Test both versions of the emails in different formats; revise as necessary Send the email Post-blast analysis
    10. 11. Pitfalls of Poor Content <ul><li>Unsubscribe rates increase </li></ul><ul><li>Run the risk of being called a Spammer </li></ul><ul><li>Damages your brand image </li></ul>
    11. 12. How to avoid being a spammer? <ul><li>No silver bullet answer </li></ul><ul><li>Only takes 0.1% to blacklist you </li></ul><ul><li>Don’t purchase lists </li></ul><ul><li>Never email someone who hasn’t requested to hear from you </li></ul><ul><li>Develop a list that’s permission-based </li></ul>
    12. 13. How to develop a permission-based list Lose people who originally sign-up Gives you a database of very strong leads Collect address on site and confirm via follow-up email Double Opt-In Not everyone reads the pre-checked box and is later annoyed when they get your email It’s easy and legal Give visitors the chance to sign up for something else along with a pre-checked box that will subscribe them to your list. Opt-out Not guaranteed permission; anyone can sign-up Easy to sign-up Collect via form on site Opt-in Cons Pros What is this?
    13. 14. Contact info <ul><li>Sandi Karchmer Solow </li></ul><ul><li>I Send Your Email </li></ul><ul><li>[email_address] </li></ul>