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WINNING IN EMAIL MARKETING <br />Annmarie Hanlon<br />

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Process of Email Marketing<br />Acquisition<br />Conversion<br />Retention and Loyalty<br />Measure Success<br />

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Acquisition<br />Via Website <br />Via Stores, Offices – any customer ‘touch points’<br />Via Facebook Pages<br />Double opt-in<br />Check email addresses http://www.glocksoft.com/email-verifier<br />

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Conversion<br />Focus on one message only in newsletter<br />Try different content and layouts<br />Don't make me think! Give me the details!<br />HTML newsletter all pulled from website<br />

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Conversion: Creative and Content<br />‘From’ address<br />Short subject line, less than 50 characters<br />Factual not zany<br />Think about tone (brand values)<br />

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Conversion: Email Appearance<br />Use email for offers and promotions <br />Headline in red<br />Include closing date, time limited<br />State the benefit at top<br />Test format in different email clients<br />http://www.emailonacid.com<br />

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Retention and Loyalty<br />Personalisation and segmentation<br />Useful, ‘How To’ info not just sales<br />Time of day, day, week in month<br />Frequency of email<br />When you've got something to say<br />Possibly no more than every 2 months<br />Depends on the audience<br />

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Measure Success<br />If you get 30% to read your newsletter you're doing very well!<br />Actions<br />Mail reports<br />Google analytics<br />

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Email Rules<br />Permission based marketing only<br />Double opt-in to check<br />Email must focus on a single, clear purpose<br />One size doesn't fit all for newsletters, may need to vary<br />Try different content and different layouts to increase conversions<br />

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Email Rules<br />Must be easy to read<br />Use email service, such as mailchimp<br />Mobile is a Big Issue – 16% (and growing) of emails being read on mobiles, so are our messages suitable?<br />Grow email lists via Facebook<br />Include easy to unsubscribe in email<br />

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Next Steps<br />Verify lists<br />Agree key messages<br />Create schedule<br />Prepare content <br />Test content and formats<br />Start mailing<br />

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About Annmarie Hanlon<br />Annmarie Hanlon is a professionally qualified eMarketing Consultant and the author of Quick Win Marketing and Quick Win Digital Marketing, books and iPhone Apps<br />She completed a BA in French and Linguistics at the University of London in 1987 and the Chartered Institute of Marketing Diploma in 1991 for which she won the Worship Company of Marketors Award<br />In 1997 she gained a Masters in Business Administration from the University of Leicester, followed by the Chartered Institute of Marketing's Professional eMarketing Award in 2003<br />

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Contact Annmarie<br />http://www.facebook.com/Evonomie<br />@annmariehanlon <br />@evonomie<br />annmariehanlon<br />annmariehanlon@evonomie.net<br />Tel: 01543 258522<br />

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WINNING IN EMAIL MARKETING <br />Annmarie Hanlon<br />