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Trinity Web Works © 2011 All rights reserved.
Reproduction or translation of any part of this work beyond that permitted    by Section 107 or 108 of the 1976 United Sta...
3   Trinity Web Works © 2011 All rights reserved.
Your reason for using email as a    tangible marketing medium may    be to teach, to advise, to inform,    to encourage, t...
Please review the course in its entirety.    Dont just review the course, act upon it!    Understand that these practices ...
1.6 Billion People                                                                    247 Billion Messages Daily          ...
Quality vs. Quantity                               Prospect            Prospect                         Prospect      QUAL...
8   Trinity Web Works © 2011 All rights reserved.
Email Communication Messages                                                                     Not Telephonically       ...
Dynamic     Cost-Effective     Accurate10              Trinity Web Works © 2011 All rights reserved.
Tone is the quality in your writing that reveals     your attitude toward your topic and reader.      Words      Structure...
Why is tone so important in e-mail writing?     Words     Structure12                   Trinity Web Works © 2011 All right...
13   Trinity Web Works © 2011 All rights reserved.
Which email format works best?     Text     HTML14                Trinity Web Works © 2011 All rights reserved.
Text                                          Advantages                                                     Easy to produ...
Text                                      Disadvantages                   Links must appear in their entirety. For example...
HTML                                         Advantages                                      You can track the open rate. ...
HTML                                    Disadvantages       Too many graphics can distract and turn off your audience.    ...
So, which email format works best?     Text     HTML19                Trinity Web Works © 2011 All rights reserved.
Why “Text?”     Text20            Trinity Web Works © 2011 All rights reserved.
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FTC: Bureau of Consumer Protection     http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business54   ...
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How to measurably increase your email response rates webinar.041411.1

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Your reason for using email as a tangible marketing medium may be to teach, to advise, to inform, to encourage, to motivate, to inspire, to lead, or to sell. By sending out email to an opt-in audience, you as an advertiser are targeting interested consumers. Response rates to legitimate, opt-in email campaigns average just over 6%, depending on the targeting and the freshness of the list. In 2009, the total amount of U.S. companies spent on email marketing was about $520 million (eMarketer, 2009).

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How to measurably increase your email response rates webinar.041411.1

  1. 1. Trinity Web Works © 2011 All rights reserved.
  2. 2. Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful. This course is designed to provide accurate and authoritative information in regard to the subject matter covered. It is rendered with the understanding that the publisher is not engaged in rendering legal, accounting, or other licensed professional services. If legal advice or other expert assistance is required, the services of a competent licensed professional person should be sought such as a licensed attorney or licensed accounting professional. No part of this course may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system without written permission from the publisher. For information address: Trinity Web Works, 16869 SW 65th Avenue, 144, Lake Oswego, Oregon 97035.2 Trinity Web Works © 2011 All rights reserved.
  3. 3. 3 Trinity Web Works © 2011 All rights reserved.
  4. 4. Your reason for using email as a tangible marketing medium may be to teach, to advise, to inform, to encourage, to motivate, to inspire, to lead, or to sell.4 Trinity Web Works © 2011 All rights reserved.
  5. 5. Please review the course in its entirety. Dont just review the course, act upon it! Understand that these practices and strategies really do work!5 Trinity Web Works © 2011 All rights reserved.
  6. 6. 1.6 Billion People 247 Billion Messages Daily SPAM 40% to 90% Ray Tomlinson Larry Roberts6 Trinity Web Works © 2011 All rights reserved.
  7. 7. Quality vs. Quantity Prospect Prospect Prospect QUALITY7 Trinity Web Works © 2011 All rights reserved.
  8. 8. 8 Trinity Web Works © 2011 All rights reserved.
  9. 9. Email Communication Messages Not Telephonically Not Face-to-Face Instant Messaging (IM) Twitter Update Messages9 Trinity Web Works © 2011 All rights reserved.
  10. 10. Dynamic Cost-Effective Accurate10 Trinity Web Works © 2011 All rights reserved.
  11. 11. Tone is the quality in your writing that reveals your attitude toward your topic and reader. Words Structure11 Trinity Web Works © 2011 All rights reserved.
  12. 12. Why is tone so important in e-mail writing? Words Structure12 Trinity Web Works © 2011 All rights reserved.
  13. 13. 13 Trinity Web Works © 2011 All rights reserved.
  14. 14. Which email format works best? Text HTML14 Trinity Web Works © 2011 All rights reserved.
  15. 15. Text Advantages Easy to produce. Allows you to focus on your copy. Everyone will be able to view it properly. Users of handheld email devices (a growing number) can read it easily.15 Trinity Web Works © 2011 All rights reserved.
  16. 16. Text Disadvantages Links must appear in their entirety. For example: http://www.yahoo.com. You can’t hyperlink words. No graphics. No font formatting such as underlining, boldface type, or color. You can’t track the open rate.16 Trinity Web Works © 2011 All rights reserved.
  17. 17. HTML Advantages You can track the open rate. You can include images like company logos, product photos and other graphical enhancements. Formatting options like boldface, underline and coloring can be included. You can include forms and other more complex html features. Colored text can be used to help words stand out. Centering and other alignment can be used.17 Trinity Web Works © 2011 All rights reserved.
  18. 18. HTML Disadvantages Too many graphics can distract and turn off your audience. Not everyone can view HTML ads properly. Images appear broken when viewed offline. Slower to load the messages. Recognized as an “advertisement,” causing it to be tuned out. Requires a background in HTML and graphics to do well.18 Trinity Web Works © 2011 All rights reserved.
  19. 19. So, which email format works best? Text HTML19 Trinity Web Works © 2011 All rights reserved.
  20. 20. Why “Text?” Text20 Trinity Web Works © 2011 All rights reserved.
  21. 21. 21 Trinity Web Works © 2011 All rights reserved.
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  23. 23. Why “Text?”23 Trinity Web Works © 2011 All rights reserved.
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  54. 54. FTC: Bureau of Consumer Protection http://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business54 Trinity Web Works © 2011 All rights reserved.
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