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How to use email marketing to grow your business

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How to use email marketing to grow your business

  1. 1. HOW TO USE EMAIL MARKETING TO GROW YOUR BUSINESS Welcome we’ll start soon
  2. 2. ‘TIS THE HOLIDAY SEASON’ "OVER THE FIVE DAY HOLIDAY WEEKEND, PROMOTIONAL EMAIL VOLUME SENT BY MAJOR RETAILERS WAS UP 27% YEAR-OVER-YEAR, WITH THANKSGIVING DAY, BLACK FRIDAYAND CYBER MONDAY ALL SEEING RECORD EMAIL VOLUMES" Dir of Research, ResponsysCyber Monday: • Online sales: 33% • Over 80% retailers offered a promotion
  3. 3. Why Email Marketing? Affordable Measurable Effective3
  4. 4. Email Marketing Myths 1. Email marketing is spam 3. Emailing is not effective 5. People don’t want to receive emails4
  5. 5. Communication Preference?5
  6. 6. Build an Email Database6
  7. 7. Only send emails to people that know your business7
  8. 8. Ways to Build a List 1. Referrals 2. Get out and network 3. Tradeshows 4. Run a contest, offer an incentive to sign up Don’t buy email lists 5. Retail - guest book or fish bowl 6. Use social media 7. Email subscriber forms8
  9. 9. Facebook Email Sign-Up Forms9
  10. 10. Automated Subscriber Forms • Gain new subscribers automatically • Automatically move new customers into Contact list10 • Set up Auto-responder to welcome new users
  11. 11. Subscriber Forms Example11
  12. 12. Use Webinars to Grow a Database12
  13. 13. Planning an Email Strategy • Do you want to: – Inform – Sell more – Increase repeat business – Reduce sales cycle13
  14. 14. What’s in It for me? Why should I sign up? Why should I listen?14 Why should I read this?
  15. 15. #1 response in EasyContact customer survey: “Designing a professional looking email” when asked “What’s most important…”Make your emaillookprofessional: Use a service www.easycontact.com15
  16. 16. Useful educational content Great Deals Coupons Top of Mind Event marketing Holiday Greetings Hints and Tips Visit Your Website16
  17. 17. Weekly Newsletter17
  18. 18. Special member limited time offer18
  19. 19. Be relevant:19
  20. 20. Provide value:20
  21. 21. Create relationship:21
  22. 22. Discount Coupon22
  23. 23. How do YOUR customers see you?  How do your customers know you? – By your company name? – By your product? – By your personal name?  Add details in your sender info – Example: EasyContact - Email Marketing23
  24. 24. How do YOUR customers see you?24
  25. 25. The Subject Line • Keep it short but WIIFM • Don’t use - ‘Free’, ‘$$$’, ‘Save’, ‘Discount’, Caps, Excessive Punctuation • Test different subject lines • Ask questions • Make a statement • Personalize it25
  26. 26. S Subject Line: Special Mothers Day Offer: Flowers from $19.9926
  27. 27. What do you want me to do?27
  28. 28. Call to Action28
  29. 29. Call to Action  “Click here” trap  Compelling What Why (WIIFM)  Visible •Above the fold •Add social media links29
  30. 30. Test, Test and Test Again  Open Rate vs Click Rate  High Open/Low Click = not meeting expectations, benefit not clear  Low Open/High Click = subject line, timing or spam  Continuous Improvement – Images vs Text – Short vs. Longer – Subject Lines – Days & Times – Follow Up30
  31. 31. Don’t send emails from your own computer using BCC or showing your customer email database31
  32. 32. Legal Stuff • One click unsubscribe • Include your physical address – Taken care of by my email service provider32
  33. 33. Be consistent and persistent33
  34. 34. Managing & Growing Email Lists • Keep your list up to date • Remove emails that keep bouncing • Update email addresses34
  35. 35. Measure • Open rate • Click through rate • Bounce rate • Track traffic to your website from your emails35
  36. 36. Return On Investment Measure the effectiveness of every campaign Investment compared to Profit36
  37. 37. What should I expect? Message Type Open Rate Click Rate Acquisition 10.9% 2% Editorial 28.3% 10.3% Marketing (~70%) 19.7% 3.7% Research 13.7% 2.9% Service 42% 8.9% Other 24.4% 4.4% “Q2 2011 Email Trends and Benchmarks” Email Experience Council and Epsilon37
  38. 38. Mobile Users • View Results • Manage/Add Contacts • View Profile • Email Status38
  39. 39. Top “Dos” and “Don’ts” Dos Don’t  Ask yourself, “why should a customer  Assume something works sign up for my email?  Convert print promos directly to  Run subject line tests  Get complicate your design just  Use social media to increase open rates because you can  Test (subject lines, frequency &  Over or under-mail your lists timing, content)  Make subscribing or unsubscribing  Analyze (response rates, who’s complicated responding…  Say too much in a single email  Use clear calls to action  Forget to use email along with your  Keep important content “above the fold” other communication channels  Respect recipients email image  Forget a ‘landing page’ blocking and preview panes  Ignore your results and reports  Preview your emails before you send them  Say everything in the subject line39
  40. 40. Please support our sponsor Helping small business grow for: 95 years40
  41. 41. Join Our Community Deluxesmallbizblog.com Facebook: Deluxecorp Twitter: @deluxecorp41
  42. 42. Thank You Sign up for another webinar at: www.BizLaunch.com/deluxe Gregg Zastrow (651) 490-8026 gregg.zastrow@deluxe.com42

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