Email Marketing Basics


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As a marketing consultant for Ask Patty: Automotive Advice for Women by Women I had the privledge of offering this presentation to the Ask Patty Female Friendly Certified Auto Repair Shops.

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Email Marketing Basics

  1. 1., Inc. Certified Female Friendly® Presenter : Kim Walker, In Your Corner Marketing “ Maximizing Your Ask Patty Certification in Email Marketing”
  2. 2. Why Email Marketing? CONNECT: To build relationships through effective communication. It takes an average of 7 touches to convert to a sale. Do you want to do that through newspaper/magazine ads, radio or effective email? It costs 6-7 times more to gain than to retain. INFORM: Those buying into your message. Develop lists based on reader preferences, choose an effective email format/content and deciding what day/time to send your email. GROW: Your business through thoughtful marketing and analysis/follow-up. Track and improve deliverability, increase opens, clicks and forwards as well as reducing unsubscribe requests. Maintaining/growing your list.
  3. 3. Why Email Marketing? <ul><li>Because almost everyone your business needs to reach reads it: </li></ul><ul><li>91% of Internet users between the ages of 18 and 64 send or read email </li></ul><ul><li>An even higher number of users ages 65 or older do the same </li></ul><ul><li>147 million people across the country use email, most use it every day </li></ul><ul><li>Source: eMarketer </li></ul>
  4. 4. Why Email Marketing? <ul><li>It’s cost-effective: Direct mail vs Email </li></ul><ul><li>For the same response, direct mail costs 20 TIMES as much as email </li></ul><ul><li>Email ROI is the highest when compared to other Internet marketing mediums. </li></ul><ul><li>Email works. Every $ spent on email marketing in 2007, marketers received an estimated $48.29 ROI (Direct Marketing Association 2007) </li></ul><ul><li>There’s Gotta Be a Catch, Right? </li></ul><ul><li>RIGHT! </li></ul>
  5. 5. Why Email Marketing? The catch? Permission! “ It’s always better to ask forgiveness than permission.” = WRONG! To succeed in Email Marketing you must do it the right way. The right way is to always ask permission, keep a clean “integrity based” email list and don’t email your list too often! To maintain positive perceptions about your business, not negative ones, you should practice email marketing NOT spam marketing. Consumers define Spam!
  6. 6. Why Use an Email Service Provider? <ul><li>Standard Email Programs: </li></ul><ul><li>Limit # of emails sent at once </li></ul><ul><li>No formatting control </li></ul><ul><li>List break up more susceptible to filters </li></ul><ul><li>No cohesive branding </li></ul><ul><li>No tracking/reporting of results </li></ul><ul><li>Email Service Providers: </li></ul><ul><li>Provide easy-to-use templates </li></ul><ul><li>Reinforce brand identity </li></ul><ul><li>Email addressed to recipient only </li></ul><ul><li>Manage lists (new subscribers, handling bounces, removing) </li></ul><ul><li>Improves deliverability, tracks results, obeys laws </li></ul>
  7. 7. What can you do with email marketing? <ul><li>Car Care Articles relating to vehicle, season, special products/services </li></ul><ul><li>Showcase trainings/certifications </li></ul><ul><li>Introduce new hires, staff promotions </li></ul><ul><li>Invite to events (car care clinics, Girl Scouts Car Care Badge Clinics, blood drives, etc) </li></ul><ul><li>“ Friends in Business” Referrals </li></ul><ul><li>Testimonials </li></ul><ul><li>Coupons/specials </li></ul><ul><li>Make an appointment links </li></ul><ul><li>Find us..on Facebook, Twitter, Our website, etc </li></ul><ul><li>Birthday/anniversary cards </li></ul><ul><li>Thanksgiving cards (I don’t suggest Christmas) </li></ul>
  8. 8. Ask Patty Placement in Emails <ul><li>Your Ask Patty Certification </li></ul><ul><li>Should be prominently, proudly displayed in all of your marketing materials but especially your emails </li></ul><ul><li>Logo/links to the Ask Patty site adds credibility/increases loyalty </li></ul><ul><li>Place a “forward to a friend” link in the box of your Ask Patty designation. This encourages the “Raving Fan” in your clients to share your status with their friends. </li></ul><ul><li>Use articles from the Ask Patty site within your newsletter – it gives you another chance to brag on your certification and educate your readers </li></ul>
  9. 9. How can I help you? <ul><li>Email account setup (Constant Contact) </li></ul><ul><li>Customize Constant Contact account sign-up form, welcome email </li></ul><ul><li>Email marketing plan consultation </li></ul><ul><li>Email template selection </li></ul><ul><li>Email template customization/branding </li></ul><ul><li>Content development </li></ul><ul><li>Strategies for developing permission based email list </li></ul><ul><li>Strategies for increasing open & click-through rates </li></ul><ul><li>Clean-up of email list </li></ul><ul><li>Reporting analysis </li></ul>Initial Set-up $350, Monthly $249 (Pricing does NOT include monthly Constant Contact subscription)
  10. 10. Connect With Me! Facebook (become a fan!): Twitter (follow me!): Linked In: Website: Modern: Dinosaur: 919-602-6942
  11. 11. Questions ??