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Email Marketing (101)

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Email Marketing (101)

  1. 1. Email Marketing December 8, 2010 Chas Grundy Director of Interactive Marketing
  2. 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. 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. 4. Brochures Search Marketing Direct Mail Facebook Television Website YouTube Radio iTunes U Outdoor Public Email Relations Marketing
  5. 5. PERMISSION
  6. 6. 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

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

  8. 8. ask when they’re happiest
  9. 9. Quality over Quantity h"p://www.flickr.com/photos/4wardever/5023427371/

  10. 10. 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/

  11. 11. 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

  12. 12. $16,000 h"p://www.flickr.com/photos/63056612@N00/155554663/

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

  14. 14. Subscribing via ListServ Subscribing via Campaign Monitor
  15. 15. 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

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

  17. 17. What gets measured gets improved.
  18. 18. A/B Testing
  19. 19. Blast Newsletter Letter • Postcard • Regular • Internal schedule • Short, • Readable sweet • Consistent • Get to the • What’s the • Scannable point point? • Useful • Call to Action
  20. 20. Type: Blast Goal: Sell Software Good   Top is clear, scannable   Screenshots Bad   First, A Recap   Where’s the Call-to-Action?
  21. 21. Type: Blast Goal: Gain supporters Good   Emotional connection   Image sells it   Call to action! Bad   What is it for?
  22. 22. Type: Newsletter Goal: Increase followers, convert to customers Good   Catchy images   Scannable headlines   Drive to website Bad   Reinforce permission and unsubscribe
  23. 23. Images
off
 Images
on

  24. 24. 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

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