Email Marketing for Your Business


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Email remains one of the most powerful tools in the online marketer's toolbox. With nearly everyone who uses the web using the email daily, email marketing allows you to connect with customers and prospects with messages they want to hear on their schedule. In this webinar we discuss how to learn what you'll need to know to get started with an effective email campaign today!

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Email Marketing for Your Business

  1. 1. Making Email Marketing Work For You
  2. 2. Who We Are Amanda O'Brien Inbound Marketing Manager [email_address] <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul>
  3. 3. I'm Not Fred (sorry to disappoint)‏ Next Week: Fred - Get Your Business Blogging
  4. 4. Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with #SEOvision tag </li></ul>
  5. 5. Email Marketing
  6. 6. Who is using email? - August 2008 Comic credit: <ul><li>210 Billion emails sent per day </li></ul><ul><li>2 million emails are sent every second </li></ul><ul><li>1.3 Billion email users </li></ul><ul><li>(little more than 1 out of every 5 humans on earth uses email) </li></ul><ul><li>516 million business email inboxes worldwide </li></ul><ul><li>Email is the #1 thing people participate in on the Internet! </li></ul>
  7. 7. So is that too much email? Photo credit: <ul><li>Spam </li></ul><ul><li>Unsolicited Email </li></ul><ul><li>Email Service Providers protecting you </li></ul><ul><li>You have power </li></ul>
  8. 8. So is that too much email? Chart credit: 84% of people enjoyed receiving email from a company when they registered for it, even if they didn’t read it right away. This is up from just 69% in 2005. Email users are, in general, more receptive than ever to receiving permission-based commercial email, but are also more savvy and wary of being exploited.
  9. 9. Why email marketing? <ul><li>Signing up for email is a bigger commitment </li></ul><ul><li>Tracking and Reporting </li></ul><ul><li>Not an interruption to peoples lives </li></ul><ul><li>Drive traffic to your website </li></ul><ul><li>Match your website and marketing efforts </li></ul>
  10. 10. Tracking and Reporting Photo Credit: <ul><li>How many people you sent email to </li></ul><ul><li>How many of those people opened it </li></ul><ul><li>How long they had the email open </li></ul><ul><li>What links they clicked on </li></ul><ul><li>How many people forwarded the email </li></ul><ul><li>Who forwarded your email </li></ul><ul><li>Segment Lists </li></ul><ul><li>Reward brand evangelists </li></ul>
  11. 11. Not an Interruption Old Media New Media
  12. 12. Traffic to Your Website <ul><li>Reason to go back to your site </li></ul><ul><li>Upcoming Events </li></ul><ul><li>Blog entries </li></ul>
  13. 13. Match Marketing Efforts <ul><li>You can be in control </li></ul><ul><li>Email Service Providers </li></ul><ul><li>Consistency and Familiarity show better results </li></ul><ul><li>Appear familiar to your consumers in their busy lives </li></ul><ul><li>Consumers making a split second decision on your message </li></ul><ul><li>Keep tone and marketing messages on website and emails consistent </li></ul>
  14. 14. Email Providers <ul><li>Exact Target/Inbox Marketing </li></ul><ul><li>Constant Contact </li></ul><ul><li>Blue Sky Factory </li></ul>Photo Credit:
  15. 15. CANSPAM <ul><li>DO </li></ul><ul><li>Put your contact information in footer of emails </li></ul><ul><li>Use a current email address you check often </li></ul><ul><li>Have consent to contact your list </li></ul><ul><li>Offer immediate un-subscribe action </li></ul><ul><li>Subject Lines must be relevant </li></ul><ul><li>Build List Organically </li></ul>Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003
  16. 16. CANSPAM <ul><li>DON'T </li></ul><ul><li>Send out an email with hundreds of To:'s </li></ul><ul><li>Have lots of $$!!!! ***IN YOUR EMAILS OR SUBJECTS*** </li></ul><ul><li>Use a random email (this is a conversation vs. presentation) </li></ul><ul><li>Add random names to your lists </li></ul><ul><li>Make it hard to un-subscribe </li></ul><ul><li>Buy Email Lists </li></ul>
  17. 17. Build Your List Organically <ul><li>1. Don't Buy Lists (do those people want to hear from you?) </li></ul><ul><li>2. Trade Shows and Events (extend the life of events) </li></ul><ul><li>3. Add existing customers </li></ul><ul><li>4. Sales Leads </li></ul><ul><li>6. Put signup link in signature of your emails </li></ul>
  18. 18. Go the Extra Mile <ul><li>Set up welcome email – screen shot </li></ul><ul><li>Let people know what they are signing up for </li></ul><ul><li>Match your marketing efforts </li></ul><ul><li>Segment lists </li></ul><ul><li>Reward Brand Evangelists </li></ul><ul><li>Quality over quantity </li></ul><ul><li>Consistent timing </li></ul><ul><li>Monitor results – make changes </li></ul><ul><li>Landing Pages </li></ul>
  19. 19. Landing Pages <ul><li>Don't just send people to the home page </li></ul><ul><li>Create content specific pages relevant to newsletter link </li></ul><ul><li>Less information </li></ul><ul><li>Sign Up form </li></ul><ul><li>Downloadable offers </li></ul>Photo Credit:
  20. 20. Topics to write about <ul><li>Upcoming events </li></ul><ul><li>Select product reviews </li></ul><ul><li>Check your outbox </li></ul><ul><li>Corporate transparency </li></ul><ul><li>Build credibility </li></ul><ul><li>Establish yourself as an expert </li></ul><ul><li>Information that will help them </li></ul><ul><li>Answer questions </li></ul><ul><li>“ No one cares about your products but you” </li></ul>
  21. 21. Are You Ready for Email Marketing? <ul><li>Strategy </li></ul><ul><li>Goals </li></ul><ul><li>Schedule </li></ul><ul><li>Authors </li></ul><ul><li>Tracking </li></ul><ul><li>Pair with marketing efforts – Social Media? </li></ul><ul><li>Repeat if necessary </li></ul>
  22. 22. Re-cap Photo: Email is the #1 thing people use on the Internet Results show people want company emails they sign up for Consumers are making split second decisions on your message Tracking lets you measure your success and where you need improvement Build Trust, generate inbound links Having conversations WITH consumers not AT them Add value – Information your customers want To be successful you need a strategy and measurable goals
  23. 23. Making it Happen <ul><li>Submit a free site analysis via our website ( ) </li></ul><ul><li>Call us today:1-877-425-5932 (HALL-WEB)‏ </li></ul><ul><li>We can give you advice on your current email marketing strategy or help you develop one </li></ul><ul><li>Use tracking services from email service providers, to make it successful </li></ul>
  24. 24. Learn More! <ul><li>SEO Vision Blog - </li></ul><ul><li>SEO Audio Podcast </li></ul><ul><li>Webinars – Weekly webinars </li></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB)‏ </li></ul>Photo Credit: