Email Marketing for Your Business


Published on

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. This webinar shows you what you need to know to get started with an effective email campaign today!

  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

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. Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with @Hall_web </li></ul>Photo credit:
  4. 4. Email Marketing
  5. 5. Who is using email? http:// - 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>
  6. 6. Is that too much email? Photo credit:
  7. 7. 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.
  8. 8. 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
  9. 9. 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 address </li></ul><ul><li>Add random names to your lists </li></ul><ul><li>Make it hard to unsubscribe </li></ul><ul><li>Buy email lists </li></ul>
  10. 10. 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 people’s lives </li></ul><ul><li>Drive traffic to your website </li></ul><ul><li>Match your website and marketing efforts </li></ul><ul><li>Stickiness and shareability </li></ul>
  11. 11. What are your goals? <ul><li>Get people to your website </li></ul><ul><li>Get people in your sales funnel </li></ul><ul><li>Get more people to your event </li></ul><ul><li>Start a conversation </li></ul>Want your emails to be the start of a conversation? Then get rid of those [email_address] Return email addresses! Quick Tip
  12. 12. What is your strategy? <ul><li>Who is your audience? </li></ul><ul><li>What do they want to hear? </li></ul><ul><li>How often are you going to publish? </li></ul><ul><li>Who is going to maintain? </li></ul><ul><li>Should you use an editorial calendar? </li></ul>
  13. 13. Email Service Providers (ESPs) <ul><li>Exact Target/Inbox Marketing </li></ul><ul><li>Constant Contact </li></ul><ul><li>Blue Sky Factory </li></ul><ul><li>Mailer Mailer </li></ul><ul><li>Lots more… </li></ul>
  14. 14. Tracking and Reporting <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>Tracking links to see what happens when they get to your site </li></ul>Who DID forward your email? Group them and reward brand evangelists with special offers or a Thank You email. Quick Tip
  15. 15. Match Marketing Efforts <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>
  16. 16. 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><ul><li>Ebooks/Whitepapers </li></ul>Photo:
  17. 17. Build Your List Organically <ul><li>Don't Buy Lists </li></ul><ul><li>Trade shows and events </li></ul><ul><li>Ask existing customers </li></ul><ul><li>Ask sales leads </li></ul><ul><li>Add signups boxes on your website </li></ul><ul><li>Put signup link in signature of your emails </li></ul>
  18. 18. Go the Extra Mile <ul><li>Set up welcome email </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>Create content specific pages relevant to newsletter link </li></ul><ul><li>Have header of page DIRECTLY reflect where they came from </li></ul><ul><li>Less information is more </li></ul><ul><li>Remove distractions </li></ul><ul><li>Focus on one action </li></ul><ul><ul><ul><li>Sign Up form with few fields </li></ul></ul></ul><ul><ul><ul><li>Downloadable offers </li></ul></ul></ul>Photo Credit:
  20. 20. Topics to write about <ul><li>Something unique </li></ul><ul><li>Upcoming events </li></ul><ul><li>Select product reviews </li></ul><ul><li>Check your outbox </li></ul><ul><li>Insider information </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>Free tips </li></ul><ul><li>“ No one cares about your products but you” </li></ul>
  21. 21. <ul><li>From name </li></ul><ul><li>Subject </li></ul><ul><ul><li>Not spammy </li></ul></ul><ul><ul><li>Short </li></ul></ul><ul><ul><li>Catchy </li></ul></ul><ul><ul><li>Immediate call to action </li></ul></ul><ul><ul><li>Exclusiveness </li></ul></ul><ul><li>Preheader </li></ul>Get your emails opened Photo credit:
  22. 22. 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>
  23. 23. Re-cap Photo: Email is the #1 thing people use on the Internet 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 Photo credit:
  24. 24. Learn More! <ul><li>SEO Vision Blog - </li></ul><ul><li>Webinars – Weekly webinars </li></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB) </li></ul><ul><li>[email_address] </li></ul><ul><li>‏ Twitter: @Hall_web @amanda_pants </li></ul><ul><li>ESPs blogs </li></ul><ul><li>The Email Marketers Club </li></ul>Photo Credit: