1. Email Marketing
December 8, 2010
Chas Grundy
Director of Interactive Marketing

2. 11%
of teens use email daily
h"p://pewinternet.org/Reports/2010/Teens‐and‐Mobile‐Phones.aspx
2011 E‐Expecta@ons Report h"p://www.noellevitz.com

3. 79% of teens use email to
learn about schools
h"p://pewinternet.org/Reports/2010/Teens‐and‐Mobile‐Phones.aspx
2011 E‐Expecta@ons Report h"p://www.noellevitz.com

4. Brochures
Search
Marketing
Direct Mail
Facebook
Television
Website YouTube
Radio
iTunes U
Outdoor
Public
Email Relations
Marketing

5. PERMISSION

7. Permission Means…
OK TO USE DEFINITELY NOT OK TO USE
 Opted in from my site x I haven't emailed the
 Purchased a product from recipient's address for more
me within the last 2 years than 2 years
 Handed me their business x I obtained the email
card at a trade show or addresses from a third party
other event knowing I'd
contact them x I scraped or "copy and
pasted" the addresses from
 They completed an offline
form and indicated they the Internet
wanted to be emailed
Source: Campaign Monitor

8. • Sign up forms
• Subscribe from
website
• Opt in at events
• Previous registrants

10. ask
when
they’re
happiest

11. Quality over Quantity
h"p://www.flickr.com/photos/4wardever/5023427371/

12. Removing bad
addresses
How you got
on this list
What you’ll
get from
staying on
Super easy to
unsubscribe
h"p://www.flickr.com/photos/otrops/4250799736/

13. CAN‐SPAM
Act of 2003
The CAN‐SPAM Act, a
law that sets the rules
for commercial email,
establishes requirements
for commercial
messages, gives
recipients the right to
have you stop emailing
them, and spells out
tough penal@es for
viola@ons.
h"p://business.^c.gov/documents/bus61‐can‐spam‐
act‐Compliance‐Guide‐for‐Business1

14. $16,000
h"p://www.flickr.com/photos/63056612@N00/155554663/

15. INSTITUTIONAL SPAM
h"p://www.flickr.com/photos/kkbb/266081922/

16. Subscribing via ListServ
Subscribing via Campaign Monitor

17. ListServ
Pros Cons
• Free • No stats
• Hard to subscribe and
unsubscribe
• Inconsistent support of
HTML
• Difficult to send HTML
emails
• Can get ND spam blocked
• Requires approvals

18. Email Service Providers
• Protect your status, get
your emails through
• Provide stats
• Easy to subscribe and
unsubscribe
• Easy to send emails
• Use templates

19. What gets measured gets improved.

20. A/B Testing

21. Blast Newsletter Letter
• Postcard • Regular • Internal
schedule
• Short, • Readable
sweet • Consistent
• Get to the
• What’s the • Scannable point
point?
• Useful
• Call to
Action

22. Type: Blast
Goal: Sell
Software
Good
 Top is clear,
scannable
 Screenshots
Bad
 First, A Recap
 Where’s the
Call-to-Action?

23. Type: Blast
Goal: Gain
supporters
Good
 Emotional
connection
 Image sells it
 Call to action!
Bad
 What is it for?

24. Type: Newsletter
Goal: Increase
followers, convert
to customers
Good
 Catchy images
 Scannable
headlines
 Drive to
website
Bad
 Reinforce
permission and
unsubscribe

25. Images off
Images on

27. presentation by chas grundy
email chas@grundyhome.com
blog grundyhome.com
twitter twitter.com/chasgrundy
linkedin linkedin.com/in/chasgrundy
this presentation is available at
slideshare.net/chasgrundy