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Email marketing 101 for Small Business

Josue Sierra
Josue Sierra
Josue SierraAssoc Vice President Enrollment Marketing at Trinity Evangelical Divinity School

Presentation given to local small business owners and entrepreneurs in the Cecil County area on the basic principles of email marketing, and covered basic steps to getting started with email marketing. I reviewed some of the email service providers that I like. The PDF handout of the presentation also includes a bunch of "how to" resources links where you can read and learn a lot more about email marketing.

Email marketing 101 for Small Business

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Email Marketing
Low Cost & Free Tools to Help You
Grow Your Business
• Quicker turn around time to get message out.
• You can measure and track results!
• You can target and personalize better!
• Better tool for building & maintaining customer relationship
• Lower cost than postcard or regular mailing.
Why?
Email provides you the most direct line of
communication for conversion to sales …
* According to the Direct Marketing Association
4,300%
Don’t be a soulless self-promoting spam-bot
It’s about connecting with people

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Email marketing 101 for Small Business

Editor's Notes

  1. Introduce myselfOver 10 years of experience in digital marketing, and over 8 years of experience with email marketing.Now working for the largest email service provider in the world, Epsilon Interactive.
  2. WHY USE EMAIL TO MARKET YOUR SMALL BUSINESS??Lower cost than postcard or regular mailing.Quicker turn around time to get message out. (no waiting for print shop, etc.)You can test, measure and track results!You can target and personalize better!It is a more effective tool for building & maintaining customer relationship
  3. Other compelling reasons to do email marketing…With the rapid growth of both social media AND mobile devices, email marketing allows you to have a more one-on-one conversation with your customers, AND engage with them on their mobile device, which is more personal. It doesn’t mean email is an alternative to social media (Facebook presence, Yelp, Google Local, etc) but can help you drive more positive conversations about your products.
  4. It’s also amazingly cost-effective. With an ROI of around 4,300% (according to the Direct Marketing Association), when done right, email practically pays for itself. It’s what you use when you want to move from “conversation to commerce.”Email marketing is most effective when paired with a functional website, whether there is an eCommerce component to it or not. But, it can also be effectively used to drive sales for traditional BRICK & MORTAR operation.
  5. All of us are far too familiar with email newsletters that waste our time, pitches that annoy us, and downright spam. Those don’t work. Don’t email like a robot. What works is a value exchange — your valuable information for your prospect’s valued time. Your subscribers want to be treated as real people, want to have their time respected, and their interests acknowledged.
  6. Good email content deepens your relationship with your audience through effective subject line writing (getting your messages opened), your distinctive voice (getting those messages read), and delivering quality, niche specific content your prospect needs and shares with others (inspiring referrals and word-of-mouth).
  7. Better deliverability rate. Companies like MailChimp make sure your emails get to the inbox, and not the spam folder.Trying to send marketing emails from your own email account, even if it is a business email account, will result in your domain being listed as a spammer, etc.ESP will help you comply with SPAM regulations, and guide you in following best practices.
  8. 5 Steps to Get Started:Decide on an email service provider Test a couple out for a month. See which one is easier.Set up your email list. You can collect emails at your physical store, and type them in!Decide how often you will send. Consider your time and availability to create valuable content that will be well received. Set up your Email Creative (template). Use provided templates!! Don’t hire a local designer – they won’t know how to code it right.Send your first marketing email. Don’t forget to be personable and real.
  9. Reasons why I likeMailChimp over other services:Better cost (free) to get you started with no pressure to get a return on investment.Better integration with WordPress (plugins)Great measuring tools and the ability to do AB testing. *Solid templates and designs for you to get started with. *Solid deliverability rates. *
  10. Let’s look around the MailChimp Admin area, and try setting up and sending a quick test email.
  11. You can find a full list of email service providers at the Email-Marketing-Reports.com website. http://www.email-marketing-reports.com/basics/