Beyond open; effective email marketing


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Beyond open; effective email marketing

  1. 1.
  2. 2. “Beyond Open; Effective Email Marketing”<br />
  3. 3. “ Collecting your customers’ email addresses puts you on equal footing with the top 500 companies in the world, all of whom publish weekly or monthly internet marketing newsletters”<br />                  -- Michael Gerber E-Myth Mastery<br />
  4. 4. Everybody Sends Email<br />
  5. 5. Basics of Email Marketing<br /><ul><li> Get permission
  6. 6.      Get it Delivered-- Use an ESP
  7. 7.      Get it Opened
  8. 8.      Get it Read
  9. 9.      Get it shared
  10. 10.      Get it tracked</li></li></ul><li>Get It Read<br />Make it attractive and easy to read<br />Send valuable content, look at “value” from the reader’s point of view<br />Set up expectations and follow through on them<br />Remember how, where and when people read email. <br />Brevity is the soul of email<br />
  11. 11. Get It Tracked<br />ESPs also let you track subscribers and clicks individually, as well as manage<br />Bounces.<br />
  12. 12. Don’ts of Email Marketing<br /><ul><li>Don’t Spam
  13. 13.   Don’t buy or rent a list
  14. 14.   Don’t confuse Email Marketing with email correspondence
  15. 15.  Don’t confuse Marketing with sales
  16. 16. Don’t confuse Marketing with advertising</li></li></ul><li>Don’t Buy/Rent A List<br />Without a doubt, the question I am asked most often is “Where can I buy/rent/borrow <br />a list of email addresses to send to?” It is asked so often, it merits its own slide in this <br />presentation. <br />First of all, it’s very hard to see how it may not violate the CAN-SPAM Laws. Secondly, what good will it do you if no one opens it?<br />Don’t do it Don’t do it Don’t do it!<br />
  17. 17. Don’t Confuse Marketing With Sales<br />According to Entrepreneur Magazine: “There is a big difference between <br />sales and marketing. Selling encompasses all one-on-one interpersonal <br />contact… Marketing tactics, on the other hand, touch large groups of <br />prospects….”<br />Your regular, ritual touch through email marking is one of the many tools <br />that support your sales efforts. <br />
  18. 18. Ratio of Depth: Frequency<br />
  19. 19.
  20. 20. Is Email Dead?<br />Current Facts<br />There are 2.9 billion email accounts and rising<br />The three largest webmail services have over 700 million global users <br />62% of adult US Internet users check or send email on a daily basis<br />94% of all online adults use email.<br />Social media users are over 60% more likely to check email at least four times a day<br />People prefer email for commercial communications<br />74% of online adults prefer email for commercial communication<br />Over four times as many survey respondents preferred to receive promotions via email rather <br /> than via social media<br />When asked to receive updates from companies..."Only 10% elected to do so through <br /> Facebook, while 90% opted for a newsletter"<br />60% of those with a dedicated account for commercial email check it daily<br />Over twice as many Christmas shoppers reported email promotions as the biggest influence<br /> on their decision to visit a website rather than social media<br />Twice as many young consumers turn to email to get a brand or store's deals than turn to<br /> Facebook for the same purpose<br />BUT...the time spent with emails from friends and family is dropping<br />
  21. 21. HubSpot Science<br />
  22. 22. Data<br />+ Survey<br />+ Focus Groups<br /> =<br />Emails<br />
  23. 23. Day of week/ Open Rates<br />
  24. 24. Day/ Unsubscribes<br />
  25. 25. Mobile<br />
  26. 26. Frequency/ Unsubscribes<br />
  27. 27. Reading Habits<br />
  28. 28. Forwarding<br />
  29. 29. Ask them to Follow/ Like you<br />
  30. 30. Integration<br />
  31. 31. Email Messaging<br />
  32. 32. Social Offer Solution<br />
  33. 33. Facebook Custom Welcome<br />Fans MUST “like” your page in order to harness the power of Facebook<br />
  34. 34. Facebook Content Solution<br />
  35. 35. Fan replies with redeem code<br />Offer sent via Text<br />Offer Redeemed!<br />Offer sent to Mobile List<br />Merchant creates Offer<br />Share with Friends<br />Fan enters phone #<br />Fan clicks Offer link<br />Offer posted to Merchant’s Fan Page Wall<br />Online Social Offer Page<br />Offer sent to Facebook<br />Social Offer Page link created<br />Offer displays in Fans’ Newsfeeds<br />Merchant posts link to email, website<br />Fan clicks Offer link<br />Clicks, Redeems and Revenues are Tracked<br />
  36. 36. Results<br />
  37. 37. Ruth Sheahan<br /><br /><br />Twitter: @RuthSheahan<br />Facebook: <br /><br />PO Box 5231 Naperville IL, 60567<br />877-61-EMAIL<br />