Marketing Your Business  Through E-Mail By Martin Brossman NCSmallBusinessTraining.com
Why do e-mail marketing? Aren’t people tired of e-mail? There’s too much already
Why e-mail marketing is  a growing trend  <ul><li>Begins with “interruption” but becomes  a dialogue that builds relations...
How Marketing Has Changed <ul><li>Then </li></ul><ul><li>Mass  production  of products advertised through mass media </li>...
Interruption Marketing <ul><li>“ Interruption Marketing is the enemy of anyone trying to save time.”  --Seth Godin </li></...
Good  E-mail Marketing Is Communication  <ul><li>It respects the customer </li></ul><ul><li>It speaks in a conversational ...
Marketing With the  Customer’s Permission <ul><li>You receive  permission from the customer-- the customer volunteers to b...
Explicit Permission is Required by Law <ul><li>2003 CAN-SPAM Act – response to abuses of spam </li></ul><ul><li>Spam defin...
Earning the Right to Stay in Your Customer’s Attention <ul><li>How are you rewarding your customers for paying attention? ...
Keys of E-mail Marketing <ul><li>Must be Anticipated, Personal and Relevant </li></ul><ul><li>Give an Incentive for signin...
How to  get people to sign up <ul><li>Get attention with other advertising </li></ul><ul><li>Have a sign-up sheet at your ...
Rewards and Incentives <ul><li>Without a reward the consumer will usually refuse to act </li></ul><ul><li>Examples:  free ...
Mobile E-mail Marketing Tips <ul><li>Keep images small  </li></ul><ul><li>Keep text short and to the point </li></ul><ul><...
Key Email Programs <ul><li>Constant Contact  – 1st choice for small business users for ease of use and integration of soci...
Keeping your email  from becoming SPAM <ul><li>Avoid these to reduce the chance of being in the SPAM filter: </li></ul><ul...
Getting Higher Open Rates <ul><li>Keep the subject line short & relevant  </li></ul><ul><ul><li>Experiment and learn what ...
Inspire readers to action  through engagement <ul><li>Social media has redefined the way consumers interact with brands an...
Exercise:  E-mail Call to Action <ul><li>What is a call to action?—Asking the reader to do something. Offer value, not a s...
Exercise:  An Effective Heading <ul><li>Instead of “March Newsletter”….. </li></ul><ul><li>“Spring Cleaning Time and Money...
Timing for Email Campaigns <ul><li>The best time is when your customers want them…ask them what time is best </li></ul><ul...
Adding an email signup to your website using Constant Contact <ul><li>From the Home page: Join My Mailing List, and it wil...
Sign in and click ‘Home’
Add a Join My Mailing List Box
Pick one
Customize
Copy the code
Paste in a Text box if using WordPress
Here it is on the website
What they see if they click on it.
What they see after Submit That’s it!
Integrating E-Mail with Social Media <ul><li>Always include a link to your social media  sites:  Facebook, Twitter, YouTub...
Content and Interaction <ul><li>“ Email lights the fire, social media fans it.” —Eric Groves, Constant Contact Sr. VP </li...
Close the loop <ul><li>Social media conversation happens out in the open </li></ul><ul><li>As your customers interact with...
E-mail & Social Media = Engagement Marketing Success <ul><li>Engage customers, members, prospects through all available ch...
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  • Look up how to get email through spam filters. High bounce rate – bounce rate.
  • EM

    1. 1. Marketing Your Business Through E-Mail By Martin Brossman NCSmallBusinessTraining.com
    2. 2. Why do e-mail marketing? Aren’t people tired of e-mail? There’s too much already
    3. 3. Why e-mail marketing is a growing trend <ul><li>Begins with “interruption” but becomes a dialogue that builds relationships </li></ul><ul><li>Primary audience is mature, college-educated </li></ul><ul><li>Gives you results you can track </li></ul><ul><li>Makes customer feel in control, safe, smart </li></ul><ul><li>Almost everyone has e-mail address </li></ul><ul><li>Optimizes marketing when combined with social media </li></ul>
    4. 4. How Marketing Has Changed <ul><li>Then </li></ul><ul><li>Mass production of products advertised through mass media </li></ul><ul><li>Same message sent to everyone </li></ul><ul><li>Now </li></ul><ul><li>Consumers are involved in the selling process </li></ul><ul><li>It’s a collaborative effort </li></ul><ul><li>Advertising is an interruption unless you are really dialing in to what customer wants </li></ul>
    5. 5. Interruption Marketing <ul><li>“ Interruption Marketing is the enemy of anyone trying to save time.” --Seth Godin </li></ul><ul><li>Consumers spend $ to save time </li></ul><ul><li>Marketers spend $ to get consumer’s attention </li></ul><ul><li>Use interruption marketing to draw attention to your e-mail marketing </li></ul>
    6. 6. Good E-mail Marketing Is Communication <ul><li>It respects the customer </li></ul><ul><li>It speaks in a conversational style </li></ul><ul><li>It is personal, one-on-one </li></ul><ul><li>It builds trust and loyalty </li></ul><ul><li>It develops the maximum value from each customer vs. finding many new customers </li></ul>
    7. 7. Marketing With the Customer’s Permission <ul><li>You receive permission from the customer-- the customer volunteers to be marketed to </li></ul><ul><li>You provide information at predetermined intervals </li></ul><ul><li>(ex. Monthly newsletter, weekly specials, daily menus) </li></ul><ul><li>“ Permission Marketing is the tool that unlocks the power of the internet.” -- Seth Godin </li></ul>
    8. 8. Explicit Permission is Required by Law <ul><li>2003 CAN-SPAM Act – response to abuses of spam </li></ul><ul><li>Spam defined as marketing messages sent without permission </li></ul><ul><li>Set penalties for Spammers and companies whose products were advertised in the spam </li></ul><ul><li>Without permission you risk penalties and losing customer goodwill </li></ul>
    9. 9. Earning the Right to Stay in Your Customer’s Attention <ul><li>How are you rewarding your customers for paying attention? </li></ul><ul><li>Bad service, bad interaction can cancel permission permanently </li></ul><ul><li>Permission is a process, not a moment </li></ul><ul><li>Provide current, meaningful content that meets customers’ needs </li></ul><ul><li>  </li></ul>
    10. 10. Keys of E-mail Marketing <ul><li>Must be Anticipated, Personal and Relevant </li></ul><ul><li>Give an Incentive for signing up </li></ul><ul><li>For example, Information over time (newsletter, reports) </li></ul><ul><li>Introduce new incentives from time to time to keep interest </li></ul><ul><li>Increase depth of permission when appropriate </li></ul>
    11. 11. How to get people to sign up <ul><li>Get attention with other advertising </li></ul><ul><li>Have a sign-up sheet at your location or promotional events, trade shows </li></ul><ul><li>Website opt-in box asking for their e-mail address </li></ul><ul><li>Have your best customers/fans ask their friends to sign up </li></ul><ul><li>Ask directly: “Would you like to receive our tips every few weeks about how to ________?” </li></ul><ul><li>Add to your landing page on your Facebook </li></ul>
    12. 12. Rewards and Incentives <ul><li>Without a reward the consumer will usually refuse to act </li></ul><ul><li>Examples: free gift or sample </li></ul><ul><li>Coupon or special discounts </li></ul><ul><li>Informational newsletter </li></ul><ul><li>Whitepaper or e-book </li></ul><ul><li>OneMinuteCoupon.com –lets you create a coupon and upload it to your site </li></ul>
    13. 13. Mobile E-mail Marketing Tips <ul><li>Keep images small </li></ul><ul><li>Keep text short and to the point </li></ul><ul><li>Use a single column layout </li></ul><ul><li>Put logo and call to action at the top </li></ul><ul><li>Black font on white background is best </li></ul><ul><li>Use white space and bullet points to make text easy to read </li></ul><ul><li>Have a text version available </li></ul>
    14. 14. Key Email Programs <ul><li>Constant Contact – 1st choice for small business users for ease of use and integration of social media for business. </li></ul><ul><li>Mail Chimp – Lets you have 1000 contacts and send out up to 6,000 emails per month FREE and works with Eventbrite. Very good for micro-business and groups with a very limited budget. </li></ul><ul><li>iContact – Direct competitor to Constant Contact with equal features, just not as much support and resources, but very good. </li></ul><ul><li>awebber - a professional high capacity email program used for high volume ‘list building’ by many top email marketers. </li></ul><ul><li>Swiftpage – It’s big plus is it fully integrates with ACT contact manager.  Reliable with a number of useful features but very challenging to use. </li></ul>
    15. 15. Keeping your email from becoming SPAM <ul><li>Avoid these to reduce the chance of being in the SPAM filter: </li></ul><ul><li>Using spammy phrases , like &quot;Click here!&quot; or &quot;Once in a lifetime opportunity!” or “Free” </li></ul><ul><li>Lots of exclamation points!!!!!! </li></ul><ul><li>USING ALL CAPS , WHICH IS LIKE YELLING IN EMAIL (especially in the subject) </li></ul><ul><li>Coloring fonts bright red , or green </li></ul><ul><li>Coding sloppy HTML caused by a thing like pasting a Word file to HTML. Never just paste a Word document into an email. </li></ul><ul><li>Creating an HTML email that's nothing but one big image , with little or no text (since spam filters can't read images, they assume you're a spammer that's trying to trick 'em). </li></ul><ul><li>Using the word &quot;Test&quot; in the subject line (agencies run into this all the time, when sending drafts to clients for approval) </li></ul>
    16. 16. Getting Higher Open Rates <ul><li>Keep the subject line short & relevant </li></ul><ul><ul><li>Experiment and learn what works best. E.g. Top 10 ways to get more email. </li></ul></ul><ul><li>Include your main benefit </li></ul><ul><li>Customize the from field so they can see who it is from fast. Also make sure to add your from email address. </li></ul><ul><li>Men like news and Women like discount offers. </li></ul><ul><li>Have it go out at the best time for your customers. (could ask them the best). </li></ul><ul><li>Open rates are up to ~30% </li></ul>
    17. 17. Inspire readers to action through engagement <ul><li>Social media has redefined the way consumers interact with brands and businesses </li></ul><ul><li>Get their interest with a question, contest or special promotion </li></ul><ul><li>Create a two-way dialogue </li></ul><ul><li>Use action verbs like call, click, read….keep copy short and conversational </li></ul><ul><li>Focus on one objective per e-mail message </li></ul><ul><li>Have a clear call to action </li></ul>
    18. 18. Exercise: E-mail Call to Action <ul><li>What is a call to action?—Asking the reader to do something. Offer value, not a sales pitch </li></ul><ul><li>Write a call to action that would be effective in your e-mail marketing </li></ul><ul><li>Use action phrases: Register now and receive ______; sign up here to _______; watch our video and _________. </li></ul><ul><li>Find out about your neighbor’s business and write a call to action for their e-mail marketing </li></ul>
    19. 19. Exercise: An Effective Heading <ul><li>Instead of “March Newsletter”….. </li></ul><ul><li>“Spring Cleaning Time and Money Savers” </li></ul><ul><li>Write a creative heading for your e-mail marketing campaign </li></ul><ul><li>It can be a question, or a humorous statement—let it match the personality of your business </li></ul><ul><li>The goal is to inspire the reader open it! </li></ul>
    20. 20. Timing for Email Campaigns <ul><li>The best time is when your customers want them…ask them what time is best </li></ul><ul><li>Try different times / days and see what your open rate is </li></ul>
    21. 21. Adding an email signup to your website using Constant Contact <ul><li>From the Home page: Join My Mailing List, and it will be under the first option that says &quot;Add a Join My Mailing List box to my website” </li></ul><ul><li>Follow the steps to generate the HTML code </li></ul><ul><li>Copy the code to your website. With Wordpress, copy into a Text widget with no title. </li></ul>
    22. 22. Sign in and click ‘Home’
    23. 23. Add a Join My Mailing List Box
    24. 24. Pick one
    25. 25. Customize
    26. 26. Copy the code
    27. 27. Paste in a Text box if using WordPress
    28. 28. Here it is on the website
    29. 29. What they see if they click on it.
    30. 30. What they see after Submit That’s it!
    31. 31. Integrating E-Mail with Social Media <ul><li>Always include a link to your social media sites: Facebook, Twitter, YouTube, LinkedIn, blogs </li></ul><ul><li>Use your e-mail to encourage conversation within social media </li></ul><ul><li>Give your customer easy ways to engage with you </li></ul><ul><li>Use social media sites to target and add new subscribers </li></ul>
    32. 32. Content and Interaction <ul><li>“ Email lights the fire, social media fans it.” —Eric Groves, Constant Contact Sr. VP </li></ul><ul><li>Goal is to get readers engaged beyond just reading or clicking </li></ul><ul><li>Use e-mail content to start dialogue and then ask people to comment and share their experiences on Facebook and Twitter where the conversation can continue to grow </li></ul>
    33. 33. Close the loop <ul><li>Social media conversation happens out in the open </li></ul><ul><li>As your customers interact with you on Facebook, Twitter, etc. their friends and followers see the activity and often take action </li></ul><ul><li>As new people follow you/join conversation remember to drive them to your e-mail list </li></ul><ul><li>Promote your e-mail options and make people aware of the content that you offer to subscribers </li></ul>
    34. 34. E-mail & Social Media = Engagement Marketing Success <ul><li>Engage customers, members, prospects through all available channels </li></ul><ul><li>Offer great products, services, content and discussions </li></ul><ul><li>Don’t sit back and watch conversations happening in and around your social media sites---Join in and add your thoughts! </li></ul>

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