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Email Marketing 101 for Small Business

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Innove3 Small Business presentation on email marketing for small business.

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Email Marketing 101 for Small Business

  1. 1. Email Marketing 101<br />Building relationships, not lists<br />
  2. 2. Why email?<br />Newspaper<br />Lower cost than postcard or regular mailing.<br />Quicker turn around time to get message out.<br />You can measure and track results!<br />You can target and personalize better!<br />Better tool for building & maintaining customer relationships.<br />Email<br />Flyers<br />Postcard or mail<br />
  3. 3. Does anyone read emails?<br />Beyond the Click: The Indirect Value of Email<br />Beyond the Click: The Indirect Value of Email<br />
  4. 4. Deliverability<br />Geek Speak Alert!<br />Open rate<br />3 keys to email marketing<br />Conversion<br />
  5. 5. Tips on deliverability<br />#1 Use a good Email Service Provider (ESP).<br />ESPs have relationships with major Internet Service Providers (ISPs) & take care of all the techie stuff.<br />Write accurate subject lines and relevant content!<br />
  6. 6. Subject Line best practices<br />Your subject line should describe the subject of your email.<br />Always set your subscribers' expectations during the opt-in process about what kinds of emails they'll be receiving.<br />Don't confuse newsletters with promotions. If your email is a newsletter, put the name and issue of the newsletter in your subject line. Because that's what's inside. If your email is a special promotion, tell them what's inside. Either way, just don't write your subject lines like advertisements.<br />When it comes to email marketing, the best subject lines tell what's inside, and the worst subject lines sell what's inside.http://www.mailchimp.com/articles/email_marketing_subject_line_comparison/<br />
  7. 7. Writing subject lines<br />Start your subject line with a verb focused on the value to the customer without selling to hard.<br />Personalize (as appropriate)<br />Ex. “Get 20% discount on ____ this Friday”or “Josué, get a free desert for your birthday”or“Celebrate spring time with your product”<br />The only thing that matters is your customer: TEST!<br />Let’s try it!<br />
  8. 8. Focus on the end goal<br />Don’t overload your customer with information.<br />Use your website toexpand as needed.<br />Keep it simple and<br />Easy to read.<br />Provide multiple linksto your end-goal<br />
  9. 9. Some examples…<br />
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  11. 11. Kilby Cream<br />
  12. 12. Spanish Fiestas Tours<br />
  13. 13. [Perfect Petals Florist & Gifts, Inc.] SUBJECT LINE:Bring spring home with fresh flowers!<br />Other Suggested Subject Line:<br />Shake the winter blues with fresh flowers. Shop now.<br />
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  17. 17. Building your list (even if you don’t have a website)<br />
  18. 18. Building a list online…<br />Be an expertWrite about a helpful service or product that you are an expert at and make it into a PDF available upon newsletter subscription (ie. 10-Step Guide to...). <br />Advertise yourself Offline Through print advertising promote the value of your newsletters and point the URL to your signup page.<br />Strong Website Call-to-Actions Have prominent areas on your site that allow users to either instantly provide their email address or link to a newsletter signup page. <br />Social MediaPromote the value of your newsletters on Twitter, Facebook, and Linked-in with direct links to your signup page.<br />
  19. 19. Recommended providers:<br />
  20. 20. http://aweber.com/?337896<br />
  21. 21. http://www.mailchimp.com<br />
  22. 22. http://www.icontact.com/trial<br />During your 15 day free trial, you may send 500 messages to up to 250 subscribers. You may use any feature of the software, and free technical support is provided during your evaluation.<br />Basic plans include sending up to six times your subscriber limit.<br />
  23. 23. Let’s try it!<br />
  24. 24. Questions?<br />Josué Sierra<br />www.innove3.comhttp://twitter.com/innove3<br />www.facebook.com/innove3Phone: (443) 296-2498<br />

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