TBA Lunch & Learn Email Marketing Presentation


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Presentation given at Trinity Business Association Lunch & Learn on 2/25/11

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TBA Lunch & Learn Email Marketing Presentation

  1. 1. Email Marketing Retain Customers & Grow Your Business
  2. 2. <ul><li>Why Email Marketing? </li></ul><ul><li>Because it works! </li></ul><ul><ul><li>Email marketing generated about $42 ROI for every dollar spent </li></ul></ul><ul><li>Email marketing considered the second-most effective tool for generating conversions, behind SEO and ahead of social media </li></ul><ul><li>Allows targeting </li></ul><ul><li>Is data driven </li></ul>
  3. 3. <ul><li>Why Email Marketing? </li></ul><ul><li>Drives sales </li></ul><ul><li>It’s personal </li></ul><ul><li>Builds relationships, loyalty and trust </li></ul><ul><li>Supports sales and other channels of marketing </li></ul><ul><li>No postage costs!!!!!! </li></ul>
  4. 4. <ul><li>Where Do You Start? </li></ul><ul><li>What do you want your email marketing to do? </li></ul><ul><li>How will you measure success? </li></ul><ul><li>What do your customers want or need from you? </li></ul><ul><li>What can you offer </li></ul><ul><li>Devise a rough schedule </li></ul><ul><li>Write it down </li></ul>
  5. 5. <ul><li>What Do I Use? </li></ul>
  6. 6. <ul><li>Why Use An Email Service Provider? </li></ul><ul><li>High deliverability </li></ul><ul><ul><li>ESPs are white listed </li></ul></ul><ul><li>Advanced statistics and reporting </li></ul><ul><li>List Management </li></ul><ul><ul><li>Automatically handle subscribers and unsubscribers </li></ul></ul><ul><li>Easily create and send HTML messages </li></ul><ul><li>Create segmented lists and personalization </li></ul><ul><li>Automatic CAN SPAM Compliance </li></ul>
  7. 7. <ul><li>Why Use An Email Service Provider? </li></ul><ul><li>Build and disguise your subscriber list </li></ul><ul><li>Linked to social media </li></ul><ul><li>Email surveys and polls </li></ul><ul><li>Mobile messaging </li></ul><ul><li>Support and training </li></ul><ul><li>Relatively inexpensive </li></ul>
  8. 8. <ul><li>Email Strategy & Best Practices </li></ul><ul><li>Define your purpose </li></ul><ul><li>Know your audience </li></ul><ul><li>Target your mailing </li></ul><ul><li>Manage your mailing list </li></ul><ul><li>Determine frequency </li></ul>
  9. 9. <ul><li>Email Strategy & Best Practices </li></ul><ul><li>Use your brand </li></ul><ul><li>Write a good subject line </li></ul><ul><li>Think like your audience </li></ul><ul><li>Make an offer </li></ul><ul><li>Keep it short </li></ul><ul><li>Test...test...test </li></ul>
  10. 10. <ul><li>Define Your Purpose </li></ul><ul><li>Sell product/service </li></ul><ul><li>Newsletter </li></ul><ul><li>Introduce new product/service </li></ul><ul><li>Deliver information </li></ul><ul><li>Event marketing </li></ul><ul><li>Simply say thank you or happy birthday </li></ul><ul><li>Build your brand </li></ul><ul><li>know why you are emailing </li></ul>
  11. 11. <ul><li>Know Your Audience </li></ul><ul><li>Define who is most likely to respond to your email </li></ul><ul><li>Segment instead of mailing everyone </li></ul><ul><li>Build a more effective mailing list </li></ul>
  12. 12. <ul><li>Database – Mailing Lists </li></ul><ul><li>Most important part of your mailing </li></ul><ul><li>Do you have email addresses of customers and prospects? </li></ul><ul><li>Opt-in lists are your most successful </li></ul><ul><li>How to build an opt-in mailing list </li></ul><ul><ul><li>Have sign-up sheets everywhere </li></ul></ul><ul><ul><li>Include sign-up on every email </li></ul></ul><ul><ul><ul><li>Most ESPs give you code that you can put on Outlook or other email program </li></ul></ul></ul><ul><ul><li>Build through social media </li></ul></ul><ul><ul><ul><li>Put the sign-up box on Facebook, Twitter, Blog, etc. </li></ul></ul></ul>
  13. 13. <ul><li>Database – Mailing Lists </li></ul><ul><li>Most important part of your mailing </li></ul><ul><li>How to build an opt-in mailing list </li></ul><ul><ul><li>Put a sign-up box on your web site </li></ul></ul><ul><ul><ul><li>Most ESPs give you code to use </li></ul></ul></ul><ul><ul><li>Build at events, seminars, tradeshow...anywhere you are </li></ul></ul><ul><ul><li>Add to every email you send out </li></ul></ul><ul><li>How NOT to build an opt-in mailing list </li></ul><ul><ul><li>Buy email lists </li></ul></ul><ul><ul><li>Take names from emails you get </li></ul></ul><ul><ul><li>Use lists from associations or groups </li></ul></ul><ul><ul><li>Use lists you have no association with </li></ul></ul><ul><ul><li>The penalty: ESPs will suspend or put a hold on your account </li></ul></ul>
  14. 14. <ul><li>Database – Mailing Lists </li></ul><ul><li>Most important part of your mailing </li></ul><ul><li>Create an opt-in form </li></ul><ul><ul><li>Find out what your customer/prospect wants </li></ul></ul><ul><ul><li>Ask questions to find out what they want </li></ul></ul><ul><ul><li>Let the person put themselves in the right segment </li></ul></ul><ul><ul><li>Keep it short and sweet </li></ul></ul><ul><ul><li>Confirm subscription with “thank you” </li></ul></ul><ul><li>Segment your database... </li></ul><ul><ul><li>Let’s you tailor your email to each target </li></ul></ul>
  15. 16. <ul><li>Email Subject Lines </li></ul><ul><li>45.2% open an email because of the subject line! </li></ul>
  16. 17. <ul><li>Tips For Writing Email Subject Lines </li></ul><ul><li>Keep to 40 characters or less </li></ul><ul><li>Avoid the Spam filters. Keep away from these words: </li></ul><ul><ul><li>Sale </li></ul></ul><ul><ul><li>Free </li></ul></ul><ul><ul><li>50% Off </li></ul></ul><ul><ul><li>Click Here </li></ul></ul><ul><ul><li>Call Now </li></ul></ul><ul><ul><li>Act Now </li></ul></ul><ul><ul><li>Order Now </li></ul></ul><ul><ul><li>Guaranteed </li></ul></ul><ul><ul><li>Subscribe </li></ul></ul><ul><ul><li>Opportunity </li></ul></ul>
  17. 18. <ul><li>Tips For Writing Email Subject Lines </li></ul><ul><li>No excessive use of punctuation or caps – especially ! </li></ul><ul><li>Know your audience. Think like them. Answer the question “What’s in it for me” </li></ul><ul><li>Headlines with numbers work well </li></ul><ul><ul><li>“ Only 4 seats left for next week’s seminar” </li></ul></ul><ul><ul><li>“ A 10-point plan for marketing success” </li></ul></ul><ul><ul><li>“ 3 ways to relax this weekend” </li></ul></ul>
  18. 19. <ul><li>Tips For Writing Email Subject Lines </li></ul><ul><li>Use sense of urgency: &quot;Final Chance To Grab Your Exclusive Spot&quot; </li></ul><ul><li>Make your subject line social media friendly </li></ul><ul><ul><li>You want it to show up on Facebook and Twitter </li></ul></ul><ul><li>Test! </li></ul>
  19. 21. <ul><li>Don’t Forget The “From” Line </li></ul><ul><li>Build a relationship </li></ul><ul><li>Consistency is the key </li></ul>
  20. 22. <ul><li>Use Your Brand </li></ul><ul><li>Your brand alone can get people to open up your email </li></ul><ul><li>Use brand in both email header, subject line and in design </li></ul>
  21. 23. <ul><li>Why You Should Test </li></ul><ul><li>Great way to learn what works </li></ul><ul><li>Things to test... </li></ul><ul><ul><li>Days of the week you mail </li></ul></ul><ul><ul><li>Times you mail </li></ul></ul><ul><ul><li>Offers </li></ul></ul><ul><ul><li>Subject lines </li></ul></ul><ul><ul><li>Designs </li></ul></ul><ul><ul><li>Email lists </li></ul></ul>
  22. 24. <ul><li>Why You Should Test </li></ul><ul><li>Use A/B split method </li></ul><ul><ul><li>Divide your list in half </li></ul></ul><ul><ul><li>Send each list one of the tests </li></ul></ul><ul><ul><li>Measure results </li></ul></ul>
  23. 25. <ul><li>Your Email Design </li></ul><ul><li>ESPs have templates you can use to customize to your brand </li></ul><ul><li>Carry through your creative look and be sure it is consistent with all other marketing campaigns </li></ul><ul><li>Make sure your main key elements are at the top </li></ul><ul><li>Email width should be no more than 600-650 pixels. ESPs automatically size mailings for this </li></ul>
  24. 26. <ul><li>Your Email Design </li></ul><ul><li>Keep content brief. Use teaser blurbs </li></ul><ul><li>Make an offer. Offers can be… </li></ul><ul><ul><li>Discount </li></ul></ul><ul><ul><li>Invitation </li></ul></ul><ul><ul><li>More information/white paper </li></ul></ul><ul><ul><li>Contest </li></ul></ul><ul><ul><li>Free trial </li></ul></ul>
  25. 36. <ul><li>Remember the key to email marketing success…. </li></ul><ul><li>Send relevant, timely, targeted and valuable emails to subscribers who have asked to receive them </li></ul>