Email Marketing: Get Delivered, Get Read


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  • 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
  • Email Marketing: Get Delivered, Get Read

    1. 1. Presented byAntoine Dupont
    2. 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. 3. Let’s get grounded●Your Email Marketing is more important than your website●Email Marketing is the conduit to your website Email Marketing generates traffic Over 180 million websites in the world with over 25 billion pages!!
    4. 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. 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. 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   Search by IP address (ask your IT dept)
    7. 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. 8. This iswho sent me emails today? 1. Okay, how people read emails  Curious and eager to receive and read emails1. 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 read1. 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 motion1. 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
    9. 9. 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
    10. 10. 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)
    11. 11. 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”
    12. 12. Your Focus – Your Frame ofMind 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)
    13. 13. Some Basic Rules1. Use real email and real name2. 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 database1. Use Lyris content checker at
    14. 14. 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 firstWords to avoid in subject line:Buy, Discount, Free, Maximize, Money, Opportunity, New, Power, Profit, Powerful, Investments, Special
    15. 15. 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”
    16. 16. 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
    17. 17. 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)
    18. 18. 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…
    19. 19. 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 that you can [benefit to them]
    20. 20. 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:Offer multiple options to take actionAdd a “PS:” before your signature (usually read first) PS: Call today because…
    21. 21. 3 Bad examples then 3 Better ones
    22. 22. Final thoughts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
    23. 23. Questions & Answers Copy of presentation & free tool kit available at Credits “New Rules of Marketing & PR” – by David Scott “Web Copy that Sells” – by Maria Veloso “Instant Advertising” – by Brad Sugars