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Top tips email marketing for Lincoln Better Business Event


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Presentation to the Better Business Event, Lincoln Chamber, 20 November 2013

Published in: Business, Technology
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Top tips email marketing for Lincoln Better Business Event

  1. 1. John Owens © John Owens Associates Ltd 2013
  2. 2. Email Marketing (A whistle-stop “Top Tips” tour!)
  3. 3. • Why email marketing? • Getting it read – “deliverability” • Best practice and the law • Next steps - MailChimp demo • Questions Agenda
  4. 4. Why email marketing? £6.00 £5.00 Search £4.00 Email £3.00 Yellow Pages Banner Ads £2.00 Direct Mail £1.00 £Search Email Yellow Pages Banner Ads Direct Mail Source: Piper Jaffrey & Co 2011 Cost per lead across various direct marketing methods
  5. 5. Customers • 6-7 times more expensive to gain a customer than to retain a customer • 5% increase in retention yields profit increases of 25 to 100% • Repeat customers spend 67% more • After 10 purchases, a customer has already referred up to 7 people Source: Harvard Business Review
  6. 6. Why do your customers leave? • Often, because you haven’t given them a reason to stay • Your Indifference – they haven’t heard from you for 6 weeks or more • Lots of different ways to talk with them (+ integrate) • BUT email marketing is very cost effective (See “How To Win Customers & Keep Them For Life” by Michael Le Boeuf)
  7. 7. Permission • More than just opt-ins • “Explicit” versus “Implicit” • Quality a priority • “Permission marketing” • + legal aspect in UK /USA P. S - think Is your “targeted message” my “you’re sending me spam… (again)”?
  8. 8. Strategy • How will email marketing contribute to your business development? • How does it tie in with your other activities (social media, web, printed etc.)? • Be realistic (it takes time to build a trust relationship with your ‘targets’) • Email marketing is a ‘long game’ – it takes time
  9. 9. Getting it read.... Use a commercial service • Don’t try to use your own package • Measurable results – so measure! email
  10. 10. Don’t use your own email system...
  11. 11. Getting it read.... Have a clean database • No point in sending to dead addresses + ISPs don’t like it • Collect emails whenever you can – and get them to opt-in • If you buy email data, use good sources • Named individuals if possible! • Multiple use or single use?
  12. 12. Getting it read.... Who is going to write it? • What’s the key message? • What action do you want them to do because of reading it? How often? • When you have something to say • Better if consistent
  13. 13. What time of day? Business to Business • Avoid weekends and after 4pm • But best time for a “head-hunter” was Monday morning • And lots of commuters check emails on mobiles on way into work now Day Best Time Open rate Tuesday / Wednesday / Thursday Around 9:30am 50-62% Friday Weekends or 1:30 pm 9:30am 18% 2% Source: Constant Contact & iContact
  14. 14. What time of day? Business to Consumer Day Best Time Open rate Tuesday / Wednesday /Thursday Circa 5:00 pm to 8:00 pm 40-45% Friday 5:00 pm onwards 30-40% Weekends (to Sunday afternoon) 30-45% Source: Constant Contact & iContact
  15. 15. Best practice • Only send emails to people who have requested them • Only include relevant content • Be consistent with your sending frequency & “From” name • Have both a plain text and HTML version • Watch out for spam filters – CAPS, free, !!!!!!!, Viagra, etc….. • Build your list everywhere you can “The money is in the list” ALL F.R.E.E
  16. 16. The Law Data Protection Act 1998 • You may need to register – (£35 p.a.) Privacy and Electronic Communications (EC Directive) Regulations 2003 • “You can not transmit unsolicited marketing email to an individual subscriber unless they have previously notified you that they consent, for the time being, to receiving such communications” • “Soft Opt-in”
  17. 17. MailChimp – Sign – up and registration (Free – don’t need a credit card)
  18. 18. FREE – up to: •2,000 subscribers •12,000 emails per month
  19. 19. Build up lists of subscribers •Via importing a spreadsheet list •Via collecting from a from embedded on your site •Manual entry
  20. 20. What sort of campaign?
  21. 21. Here’s one I made earlier!
  22. 22. Testing via sending to my email box
  23. 23. Getting ready to automate sending
  24. 24. Monitor the response rate
  25. 25. Any Questions?
  26. 26. John Owens tel: mob: email: web: 01522 822 302 0780 9631597