1
Session Framework
Debra Ellis
Business Consultant
Wilson & Ellis Consulting
dellis@wilsonellisconsulting.com

Lora Ulleric...
Then and Now
Cole Directory
•Published in 1947
•“Blue Book”
•Crisscross directory of addresses
and phone numbers

Invaluab...
Features:
• Webcasts
• Playbook
download
• Articles
• Buddy’s Blog
• Resources
Why Email?


Works for every business

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Why Email?
Works for every business
 Personal one-to-one connection with
customers and prospects


© 2013 Wilson & Ellis...
Why Email?
Works for every business
 Personal one-to-one connection with
customers and prospects
 Inter-departmental sol...
Why Email?
Works for every business
 Personal one-to-one connection with
customers and prospects
 Inter-departmental sol...
Why Email?
Works for every business
 Personal one-to-one connection with
customers and prospects
 Inter-departmental sol...
Why Email?

Email is simple to understand
and hard to master.

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting....
Competition in the Inbox

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
The Gmail Effect

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Gmail Before

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Gmail After

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Gmail Mobile

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
The Gmail Effect

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
The Gmail Effect

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
What Works


Promotional

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Promotional

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
What Works
Promotional
 Educational


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Educational

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Educational

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Educational

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
What Works
Promotional
 Educational
 Triggers


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraW...
Triggers

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
What Works
Promotional
 Educational
 Triggers
 Reminders


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting....
Reminders

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
What Works
Promotional
 Educational
 Triggers
 Reminders
 Win-Back


© 2013 Wilson & Ellis Consulting
www.wilsonellis...
Win-Back

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
What Works
Promotional
 Educational
 Triggers
 Reminders
 Win-Back
 Partnership


© 2013 Wilson & Ellis Consulting
w...
Partnership

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
What Works Best

Good relationships
and
Targeted messages

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
...
Analytics

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Analytics

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Creating a Strategy


Acquisition

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Creating a Strategy
Acquisition
 Retention


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWElli...
Creating a Strategy
Acquisition
 Retention
 Sales


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@De...
Creating a Strategy
Acquisition
 Retention
 Sales
 Service


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsultin...
Creating a Strategy
Acquisition
 Retention
 Sales
 Service
 Integration


© 2013 Wilson & Ellis Consulting
www.wilson...
Measuring Results


Sales

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Measuring Results
Sales
 Profitability


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Measuring Results
Sales
 Profitability
 Conversion


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@D...
Measuring Results
Sales
 Profitability
 Conversion
 Inbox Placement


© 2013 Wilson & Ellis Consulting
www.wilsonellis...
Measuring Results
Sales
 Profitability
 Conversion
 Inbox Placement
 Opens


© 2013 Wilson & Ellis Consulting
www.wil...
Measuring Results
Sales
 Profitability
 Conversion
 Inbox Placement
 Opens
 Clicks


© 2013 Wilson & Ellis Consultin...
Measuring Results
Sales
 Profitability
 Conversion
 Inbox Placement
 Opens
 Clicks
 Undeliverables


© 2013 Wilson ...
Optimizing Email Messages


Objective

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Optimizing Email Messages
Objective
 Targeting


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraW...
Optimizing Email Messages
Objective
 Targeting
 Content/Offer


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsult...
Optimizing Email Messages
Objective
 Targeting
 Content/Offer
 Return Address


© 2013 Wilson & Ellis Consulting
www.w...
Optimizing Email Messages
Objective
 Targeting
 Content/Offer
 Return Address
 Subject Line


@DebraWEllis
Optimizing Email Messages
Objective
 Targeting
 Content/Offer
 Return Address
 Subject Line
 Image/Text Ratio


© 20...
Optimizing Email Messages
Objective
 Targeting
 Content/Offer
 Return Address
 Subject Line
 Image/Text Ratio
 Timin...
5 Things to Do Now


Review strategy

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
5 Things to Do Now
Review strategy
 Optimize emails


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@D...
5 Things to Do Now
Review strategy
 Optimize emails
 Cross channels


© 2013 Wilson & Ellis Consulting
www.wilsonellisc...
5 Things to Do Now
Review strategy
 Optimize emails
 Cross channels
 Improve retention


© 2013 Wilson & Ellis Consult...
5 Things to Do Now
Review strategy
 Optimize emails
 Cross channels
 Improve retention
 Expand acquisition


© 2013 W...
5 More Things to Do Now


Improve relationships

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWE...
5 More Things to Do Now
Improve relationships
 Provide service


© 2013 Wilson & Ellis Consulting
www.wilsonellisconsult...
5 More Things to Do Now
Improve relationships
 Provide service
 Define specific objective for every
email


© 2013 Wils...
5 More Things to Do Now
Improve relationships
 Provide service
 Define specific objective for every
email
 Capture data...
Capture Data

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
Capture Data

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

@DebraWEllis
5 More Things to Do Now
Improve relationships
 Provide service
 Define specific objective for every
email
 Capture data...
•
•
•
•

Email Marketing Success!
First three ways—FREE!
20% off entire book
Discount Code: Cole

Free Download
Thank you!

Debra Ellis
dellis@wilsonellisconsulting.com

© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com

...
@DebraWEllis

8
Email mkgt that keeps customers coming back 10 13
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Email mkgt that keeps customers coming back 10 13

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Email is the most effective and efficient marketing tool available today. A good strategy keeps your company’s products and service at the top of your subscribers’ shopping list when they are ready to buy. It provides the opportunity to build one-to-one relationships without heavy investing. Implementing a good strategy will keep customers coming back year after year. Debra Ellis with Wilson & Ellis Consulting joins us for this Small Business Marketing 101 webcast.

During the hour webcast, she'll share details on:

- Creating emails that make people want to find them (even if they are hidden in a promotional tab)
- Designing a strategy that keeps people engaged and interested in annual renewal services or products
- Marketing products without heavy discounting
- Developing a lead generation strategy
- Optimizing email messages to maximize reach and return
- Measuring results to insure you are getting the most for your marketing dollars
- Five things to do immediately to improve email marketing results

Email marketing is evolving at a rapid pace. Gmail recently changed its inbox interface to make it easier for users to manage incoming messages. Positive user reactions will lead other services to follow Gmail’s lead. If you are currently using email as part of your marketing mix or are thinking about adding it, please check out this webcast.

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  • Good afternoon. Thanks for joining us for Cole Information’s Small Business Marketing 101 Webcast—Email Marketing that Keeps Customers Coming Back.
  • Email mkgt that keeps customers coming back 10 13

    1. 1. 1
    2. 2. Session Framework Debra Ellis Business Consultant Wilson & Ellis Consulting dellis@wilsonellisconsulting.com Lora Ullerich Digital Media Specialist Lora.Ullerich@coleinformation.com
    3. 3. Then and Now Cole Directory •Published in 1947 •“Blue Book” •Crisscross directory of addresses and phone numbers Invaluable information for: •Telemarketers •Debt collectors •Law enforcement Today, web-based lead generation for business
    4. 4. Features: • Webcasts • Playbook download • Articles • Buddy’s Blog • Resources
    5. 5. Why Email?  Works for every business © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    6. 6. Why Email? Works for every business  Personal one-to-one connection with customers and prospects  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    7. 7. Why Email? Works for every business  Personal one-to-one connection with customers and prospects  Inter-departmental solutions  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    8. 8. Why Email? Works for every business  Personal one-to-one connection with customers and prospects  Inter-departmental solutions  Effective and efficient  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    9. 9. Why Email? Works for every business  Personal one-to-one connection with customers and prospects  Inter-departmental solutions  Effective and efficient  Targeted, measurable marketing and service  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    10. 10. Why Email? Email is simple to understand and hard to master. © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    11. 11. Competition in the Inbox © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    12. 12. The Gmail Effect © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    13. 13. Gmail Before © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    14. 14. Gmail After © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    15. 15. Gmail Mobile © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    16. 16. The Gmail Effect © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    17. 17. The Gmail Effect © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    18. 18. What Works  Promotional © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    19. 19. Promotional © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    20. 20. What Works Promotional  Educational  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    21. 21. Educational © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    22. 22. Educational © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    23. 23. Educational © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    24. 24. What Works Promotional  Educational  Triggers  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    25. 25. Triggers © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    26. 26. What Works Promotional  Educational  Triggers  Reminders  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    27. 27. Reminders © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    28. 28. What Works Promotional  Educational  Triggers  Reminders  Win-Back  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    29. 29. Win-Back © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    30. 30. What Works Promotional  Educational  Triggers  Reminders  Win-Back  Partnership  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    31. 31. Partnership © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    32. 32. What Works Best Good relationships and Targeted messages © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    33. 33. Analytics © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    34. 34. Analytics © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    35. 35. Creating a Strategy  Acquisition © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    36. 36. Creating a Strategy Acquisition  Retention  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    37. 37. Creating a Strategy Acquisition  Retention  Sales  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    38. 38. Creating a Strategy Acquisition  Retention  Sales  Service  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    39. 39. Creating a Strategy Acquisition  Retention  Sales  Service  Integration  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    40. 40. Measuring Results  Sales © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    41. 41. Measuring Results Sales  Profitability  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    42. 42. Measuring Results Sales  Profitability  Conversion  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    43. 43. Measuring Results Sales  Profitability  Conversion  Inbox Placement  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    44. 44. Measuring Results Sales  Profitability  Conversion  Inbox Placement  Opens  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    45. 45. Measuring Results Sales  Profitability  Conversion  Inbox Placement  Opens  Clicks  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    46. 46. Measuring Results Sales  Profitability  Conversion  Inbox Placement  Opens  Clicks  Undeliverables  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    47. 47. Optimizing Email Messages  Objective © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    48. 48. Optimizing Email Messages Objective  Targeting  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    49. 49. Optimizing Email Messages Objective  Targeting  Content/Offer  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    50. 50. Optimizing Email Messages Objective  Targeting  Content/Offer  Return Address  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    51. 51. Optimizing Email Messages Objective  Targeting  Content/Offer  Return Address  Subject Line  @DebraWEllis
    52. 52. Optimizing Email Messages Objective  Targeting  Content/Offer  Return Address  Subject Line  Image/Text Ratio  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    53. 53. Optimizing Email Messages Objective  Targeting  Content/Offer  Return Address  Subject Line  Image/Text Ratio  Timing  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    54. 54. 5 Things to Do Now  Review strategy © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    55. 55. 5 Things to Do Now Review strategy  Optimize emails  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    56. 56. 5 Things to Do Now Review strategy  Optimize emails  Cross channels  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    57. 57. 5 Things to Do Now Review strategy  Optimize emails  Cross channels  Improve retention  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    58. 58. 5 Things to Do Now Review strategy  Optimize emails  Cross channels  Improve retention  Expand acquisition  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    59. 59. 5 More Things to Do Now  Improve relationships © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    60. 60. 5 More Things to Do Now Improve relationships  Provide service  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    61. 61. 5 More Things to Do Now Improve relationships  Provide service  Define specific objective for every email  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    62. 62. 5 More Things to Do Now Improve relationships  Provide service  Define specific objective for every email  Capture data  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    63. 63. Capture Data © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    64. 64. Capture Data © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    65. 65. 5 More Things to Do Now Improve relationships  Provide service  Define specific objective for every email  Capture data  Create partnerships  © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    66. 66. • • • • Email Marketing Success! First three ways—FREE! 20% off entire book Discount Code: Cole Free Download
    67. 67. Thank you! Debra Ellis dellis@wilsonellisconsulting.com © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting.com @DebraWEllis
    68. 68. @DebraWEllis 8

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