Learn the basics: Fundamentals of Email Marketing, Do’s & Don’t – Words and Phrases to Avoid, 7 elements of an Email Marketing piece

1. Presented by
Antoine Dupont

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

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

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…

23. 3 Bad examples then 3 Better ones

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