Email marketing 101

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Presentation to Women Intelligently Networking group on 5/6/10

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Email marketing 101

  1. 1. Email Marketing 101 5 Keys to Email Marketing Success Thursday, May 6, 2010
  2. 2. Why Email Marketing? Thursday, May 6, 2010
  3. 3. Cost per Lead Across Various Direct Marketing Methods $10.00 $9.94 $7.50 $5.00 $2.50 $2.00 $1.10 $0 $0.55 Banner Ads Direct Mail $0.45 Yellow Pages Email Search Source: Piper Jaffrey & Co. Thursday, May 6, 2010
  4. 4. Benefits • Cost Effective • Builds Relationships & Trust • High Return on Investment Thursday, May 6, 2010
  5. 5. Key #1 Get Permission! Thursday, May 6, 2010
  6. 6. What is Spam? Thursday, May 6, 2010
  7. 7. Thursday, May 6, 2010
  8. 8. Thursday, May 6, 2010
  9. 9. Spam and the Law • Address and Contact Information • Accurate Information • Opt-Out - Within One week • Can’t Use “Scraped” Email Addresses Thursday, May 6, 2010
  10. 10. Use the Golden Rule Thursday, May 6, 2010
  11. 11. Email List Etiquette • Ask Permission • Provide a Way Out • Would you consider it Spam? Thursday, May 6, 2010
  12. 12. Key #2 Outsource Thursday, May 6, 2010
  13. 13. Thursday, May 6, 2010
  14. 14. Why Outsource? • CAN-Spam Law Compliance • Deliverability • Advanced Reporting • A/B Split Testing • Free Templates Thursday, May 6, 2010
  15. 15. Email Providers • CampaignMonitor • MailChimp • VerticalResponse • Campaigner • Emma • Blue Sky Factory Thursday, May 6, 2010
  16. 16. Thursday, May 6, 2010
  17. 17. Advanced Reporting Design Tools Deliverability List Management Thursday, May 6, 2010
  18. 18. Free Email Templates • CampaignMonitor - 30 Free Templates • MailChimp - 4 Free Templates Thursday, May 6, 2010
  19. 19. Key #3 Build & Segment Your Lists Thursday, May 6, 2010
  20. 20. Building Your List • Simply Ask • Form on Your Website • Giveaways • Perks • Popups Thursday, May 6, 2010
  21. 21. Thursday, May 6, 2010
  22. 22. Thursday, May 6, 2010
  23. 23. Thursday, May 6, 2010
  24. 24. Segment. Your. Lists. Thursday, May 6, 2010
  25. 25. Why Segment? • The Golden Rule • Higher Open & Click Through Rates • Less Expensive • Provides More Value Thursday, May 6, 2010
  26. 26. Segmenting • Multiple Lists • Geotargeting • Social Demographics • Purchase History Thursday, May 6, 2010
  27. 27. Key #4 Provide Value Thursday, May 6, 2010
  28. 28. Types of Emails • Newsletters/Informative • Product/Promotion • Single Announcement • Series Thursday, May 6, 2010
  29. 29. It’s Not About You. Thursday, May 6, 2010
  30. 30. W.I.I.F.M. Thursday, May 6, 2010
  31. 31. Providing Value • Do what you say you will do • Go above and beyond • Be consistent Thursday, May 6, 2010
  32. 32. Key #5 Convert Thursday, May 6, 2010
  33. 33. Creating Your Email • Reply-to Email Address • From Name • Subject Line • Email Content Thursday, May 6, 2010
  34. 34. Great Subject Lines • Be Direct and Concise • State the Benefit Up Front • Secrets, Tips, Lists, Testimonials Thursday, May 6, 2010
  35. 35. More Subject Lines • Ask a Question • Create Urgency • Give Something Away Thursday, May 6, 2010
  36. 36. Subject Line Warnings • Be short - limit to 50 characters • Avoid these words: Help, Percent Off, Reminder, Free • The first 5 words are... Thursday, May 6, 2010
  37. 37. Getting Conversions • Clear Call to Action • Landing Page • Simple is Better • TEST, TEST, TEST Thursday, May 6, 2010
  38. 38. Thursday, May 6, 2010
  39. 39. Tracking • Email Analytics • Google Analytics • Goal Tracking • E-Commerce Tracking Thursday, May 6, 2010
  40. 40. Email Best Practices • Best Times to Send • Frequency of Emails? • eROI Email Marketing Statistics Thursday, May 6, 2010
  41. 41. Thursday, May 6, 2010
  42. 42. Thursday, May 6, 2010
  43. 43. Thursday, May 6, 2010
  44. 44. Slides Slides will be posted to http://brandoneley.com Thursday, May 6, 2010
  45. 45. Brandon Eley Interactive Director, Kelsey Advertising & Design brandon@kelseyads.com Twitter: @beley Online Marketing Inside Out By Brandon Eley & Shayne Tilley www.brandoneley.com www.kelseyads.com Thursday, May 6, 2010
  46. 46. Attribution • http://www.flickr.com/photos/comedynose/4236355151/ • http://www.flickr.com/photos/maguisso/1205113333/ Thursday, May 6, 2010

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