Spam now accounts for over 90 percent of all e-mail traffic, according to a recent report released from security vendor Symantec. This means that 9 out of every 10 e-mails is junk. So if you are using email blasts as a Marketing tool, you have your work cut out for you.
Spam filters & Junk folders are getting more & more sophisticated and will catch & delete in their net all kinds of emails, yours included! Now if you consider that 69% of people will delete an email on the subject line alone, you better think it over before you send one more email with a poorly written subject line.
2. Agenda
Fundamentals of Email Marketing
Do’s & Don’t – Words and Phrases to Avoid
7 elements of an Email Marketing piece
Conclusion with Q&A
Copy of presentation + free tool kit at the end
*6 to mute - *6 to un-mute
3. Let’s get grounded
Email Marketing generates traffic
Over 180 million websites in the
world with over 25 billion pages!!
●Your Email Marketing is more important than your website
●Email Marketing is the conduit to your website
4. How People get to Your Site?
• Google Adwords (pay per click)
• Organic searches (Website Optimization)
• Referrals
• Blogs and News Articles
• Listings and Association directories
• Email Signature (too often overlooked)
• Brochures
• Advertisement in Magazines
• Email marketing
(can generate 90% of traffic that sticks to your site)
5. Your Email Database
Opt in mechanism is a must
Opt out is the law (CAN-SPAM)
Build your list – keep it fresh
Use email to deepen your relationship with members
on “The List”
6. Make sure your email is opened
But your First “Objective” is to make sure it’s
delivered!
Spam & Junk folders filter by:
Words in the subject line & in the body
Phishing (links that don’t match)
Black listed server
www.mxtoolbox.com/blacklists.aspx
Search by IP address (ask your IT dept)
7. Words to Avoid
How to Avoid SPAM Blockers and Junk Folders:
Free, Amazing, Buy now, New, Money,
Congratulations, Dear friend, Great offer, Guarantee,
Investment, Maximize, $, New Opportunity, Sale,
Order Now, Powerful, Profit, Special, Promotion,
Winner, ALL CAPS WORDS, !!!
“Extra income” or “for FREE” with a “?” Or a “!”
Full list available with presentation download
8.
9. This is how people read emails
1. Okay, who sent me emails today?
Curious and eager to receive and read emails
1. I’m busy and I have just enough time to read the good
stuff
They scan for a) personal stuff b) important business emails
c) other emails that they have time to read
1. Let me delete all the junk mail so that it doesn’t clutter
up my inbox
They are inundated with commercial emails and free newsletters
– and their forefinger is positioned on the trigger, ready to click
on delete in a rapid motion
1. My inbox is a private and personal space, and I don’t
want strangers and salespeople invading my privacy
Their inbox is a sacred place and they are protective of it,
inviting only friends, relatives, colleagues and select business
acquaintances to enter
10. Email Statistics as of…2009!
39 Trillions emails/year
80% of all email traffic is SPAM!
5% check emails 4 times a day
20% check emails 10 times a day
35% of email recipients open email based
on the subject line alone
69% of email recipients report email as Spam based
solely on the subject line
43% of email recipients click the Spam button based
on the email “from” name or email address
Average of 3,500 marketing messages/week
11. Prepare yourself
1. Who is your target?
(buckshot vs. bulleye)
Vendor Member – Male – 35-50 years old
1. What is their frame of mind?
(know this before writing a single word)
Anxious, Concerned, Optimistic, Wasting
time…
1. Make a list of 5-10 subjects
(consistent with mindset)
12. It’s Relationship Marketing
Leverage your relationship with people in your database
Email gives people the chance to know you and trust you
Must have “EMPATHY” – Capacity to understand the
recipient (put yourself in their shoes)
The more sensitive you are to someone’s frame of mind,
the more persuasive you can occur as:
“I understand you”
“I hear you”
13. Your Focus – Your Frame of
Mind
1. You’re writing just to them (not everybody, just them)
2. Write the way you speak
3. Don’t be creative or formal or sarcastic or pompous
4. It’s ok to be colloquial
5. Use contractions (It’s and we’ll instead It is and we will)
6. No marketing or corporate speak
7. Get real, be real
8. Mirror the language (use keywords they can relate to)
14. Some Basic Rules
1. Use real email and real name
2. Do not use “sales@” or “info@”
(rejected by most spam filters)
3. Do not use in the body the words:
“click here”, “unsubscribe”, and
“to be removed”
Please delete my email from your database
1. Use Lyris content checker at
www.lyris.com/contentchecker
15.
16. 1 – Compelling Subject Line
• You’ll either WIN or LOSE at the subject line
• 5 words – 35 characters is the goal
• Beg to be opened, Make it personal (WII-FM)
• Open a loop with an open statement or question
• “Now you can…”, “7 reasons why…”, “This is how…”, “Here’s
the way…”, “About your…”, “At last…”
• Use ellipsis point at the end of subject line…
• Nobody cares about your company name…at first
Words to avoid in subject line:
Buy, Discount, Free, Maximize, Money, Opportunity, New,
Power, Profit, Powerful, Investments, Special
17. 2 – First Opening Paragraph
Avoid the “Dear ______”
Identify who you are and establish
rapport
Two sentences max.
Ask them to write something down
or Check all that apply
End with bullets
Make them say: “I feel like I know you”
18. 3 – Stay on Point
Inverted pyramid – important info first
Short and Sweet
People are busy, don’t waste their time
Put instructions for opting out at the end
19. 4 – Just one message
Lead your reader with one intended
message
No Multi-topic email
Half page format preferred
Links to more if needed
Readers have a short attention span
(3 to 8 seconds)
20. 5 – Provide Value
Reward readers for their undivided attention
Provide useful Info and Facts (real & interesting)
Did you know that…
1 out of 5 visitors does this…
21. 6 – The Benefit
Not enough to say what the offer is…
…you need to demonstrate how it benefits them
(what’s in it for me?)
Try our complimentary [service/product/item] for
a week...so that you can [benefit to them]
22. 7 – Call to Action
Tell the prospect what to do next
Request a consultation today!
Toll : call 1-800-…. (notice I didn’t use “toll free”)
Email: yourname@....
Go to: www.company.com/offer
Offer multiple options to take action
Add a “PS:” before your signature (usually read first)
PS: Call today because…
31. 2-3 campaigns per Meeting – 10-20 per product/service
The 3 most important things in Email Marketing are:
Measure, Measure & Measure
Brainstorm with your team & ask your clients
Consider you don’t know what’s important to your
clients
What really works sometimes doesn’t
Final thoughts
32. Questions & Answers
Copy of presentation & free tool kit available at
www.adminesolutions.com/emailmarketing
Credits
“New Rules of Marketing & PR” – by David Scott
“Web Copy that Sells” – by Maria Veloso
“Instant Advertising” – by Brad Sugars
Editor's Notes
Bakery advertising weekly cost was $300
Chocolate éclair sell for $3 – Cost $.30
Put a “Free Chocolate Éclair” as the headline
229 people came for the “Free Chocolate Éclair” at a cost of $68.70
Some came for just for the free chocolate éclair, but as an average people spent $6.50 each