Email Marketing Webinar for Book Publishers

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Webinar: "Email Marketing Tips for Book Publishers" presented March 18, 2009. Joint effort by FreshNotes and Contactology.

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Email Marketing Webinar for Book Publishers

  1. 1. Email Marketing Tips for Book Publishers March 18, 2009 Moderator: Special Presenter: John Collier Winston Bowden Co-Founder & CEO Vice-President of Marketing FreshNotes Contactology 129 Church Street, Suite 700 | New Haven, CT 06510 PH: 203.773.0177 | FX: 203.903.0325 1 www.freshnotes.com | Toll Free 888.576.3490
  2. 2. > EMAIL MARKETING A Framework for Online Book Marketing THE TOOLS THE GOALS • Website. Retail, news, blog or other content • Generate interest in a title. site optimized for computers or mobile Produce a sale of a title in the devices. near (but not necessarily immediate) future through an • Search engines. SEO, PPC advertising & offline or online retail channel. Book Search. • Generate a sale. Convert a • Display advertising. Banner ads distributed potential customer into an through media purchases or partnerships. immediate online sale. • Email. Your list or paid sponsorships. • Develop a relationship. Form a • Performance marketing. Affiliate & CPA relationship with a book buyer networks. to facilitate current and future • Social media. Facebook, MySpace, Twitter, book sales. LibraryThing & YouTube. • Sharable widgets. Book or author widgets to be placed on blogs or incorporated with social media. 2
  3. 3. > EMAIL MARKETING Background Reading GETTING STARTED 3
  4. 4. > EMAIL MARKETING What Matters Most in Email Marketing http://www.imediaconnection.com/content/9817.asp 20%: 40%: THE LIST 40%: THE OFFER CREATIVE 1. Make the opt-in visible 1. Be relevant 1. Text vs. HTML 2. Make content 2. Set deadlines 2. Rich media informational 3. Be timely 3. Get personal 3. Promote viral forwards 4. Strong subject 4. Value related offers 4. Utilize lists from different line 5. Stay on schedule divisions 5. Partner with other businesses 4
  5. 5. What we’re not: SPAM We do not send unsolicited email. Spammers are the bad guys in our industry. We hate them just as much as you do. 5
  6. 6. Why Email Marketing? • Return on investment • Real time reporting • Easy to implement • Ability to easily test campaign effectiveness 6
  7. 7. Email Marketing ROI • “ ... email [marketing] ROI will hit $45.65 for every dollar spent in 2008, more than twice the ROI of other mediums including search and display.” - 55 percent expect ROI from email marketing to be higher quot;than any other [marketing] channel • 67 percent state quot;email has helped boost sales through other channels.“ • 80 percent indicate quot;email was the strongest performing media buy ahead of search (70.6%) and display (37.6%).“ Source Datran Media's second annual survey of online marketing professionals conducted in December 2007 7
  8. 8. Instantly Gauge Results with Reporting • Open Rate – Data on how many individuals opened and who opened • Click thru Rate – The percentage of your opens who clicked a link. Who clicked a link? • Bounce Rate – How many emails on your list couldn’t make it to the inbox because of an invalid email address? • Instance Results - Immediately gauge campaign effectiveness with real time results 8
  9. 9. Email Marketing: It’s Easy to Get Started • Email service providers offer templates, deliverability and support. 9
  10. 10. What You Need to Know • CAN SPAM • Subscriber Lists • Deliverability • Building Revenue • Optimizing Campaigns 10
  11. 11. What is CAN-SPAM? The basics: Federal Law that regulates email marketing • Simple opt-out method on your email. Most email marketing service providers do this automatically. • Physical address of sender on each email. • A valid subject line that is not deceptive. • Warning label for adult content. 11
  12. 12. Permission List (Opt-In) Buying and renting lists is taboo. Build your list organically. • SEO • Paid Search • PR • Website • Blog • Point of Sale • Trade Show Opt-in (not a list of attendees) 12
  13. 13. Example of a Compliant Email • From: Paste Magazine newsletter@pastem agazine.com • Subject Line: Paste Lifeline: Bonnie quot;Princequot; Billy, Bob Dylan, plus Festival Giveaway 13
  14. 14. Deliverability: Getting your marketing to the inbox • Low spam complaints (opt-in) • Feedback loops • Low bounce rate (List quality) • Remove inactive subscribers • Reputable Email Marketing Provider 14
  15. 15. Drive Revenue with Email Marketing • Drive subscribers to your products • Engage advertisers that offer complementary services and product offerings • Include value added editorial content to keep users engaged 15
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  18. 18. Use Auto Responders • When a user subscribes to a list, auto responders can automatically generate a series of emails. • Send automatic emails based on an important date 18
  19. 19. Testing • A/B Split Testing - Send several versions of your message to a segment of your list. Once you determine the most successful campaign, send to the remainder of the list. • What to test: Images, subject lines and copy 19
  20. 20. Pitfalls to Avoid • Sending content that isn’t value added • Emails that aren’t optimized for email clients • Send to people who didn’t request content • Send what you promised 20
  21. 21. To get started? • Start thinking about what kind of content you can offer a potential subscriber. What will interest them and keep them coming back for more? • Learn best practices (MarketingSherpa, MarketingProfs, ClickZ, Email Experience Council) • Talk to email marketing service providers (Contactology) 21
  22. 22. > EMAIL MARKETING How Book Publishers Are Using Email Marketing 1. Promote new releases 2. Recommend a group of titles 3. Feature a single title 4. Seasonal promotions 5. Offer special discounts 22
  23. 23. > EMAIL MARKETING Promote new releases 23
  24. 24. > EMAIL MARKETING Promote new releases 24
  25. 25. > EMAIL MARKETING Recommendation – highlight single title 25
  26. 26. > EMAIL MARKETING Personal recommendations 26
  27. 27. > EMAIL MARKETING Personal recommendations 27
  28. 28. > EMAIL MARKETING Seasonal promotions 28
  29. 29. > EMAIL MARKETING Special discount 29
  30. 30. > CONTACT Our Contact Information John Collier Winston Bowden Co‐Founder & CEO Director of Marketing FreshNotes  Contactology john@freshnotes.net wbowden@contactology.com 203‐773‐0177 1‐866‐363‐0670 x 103 129 Church Street, Suite 700 | New Haven, CT 06510 PH: 203.773.0177 | FX: 203.903.0325 30 www.freshnotes.com | Toll Free 888.576.3490

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