Advanced Email  Marketing Tips Email Marketing Lists - How to Create an Email Marketing Campaign
Email Marketing Lists - How to Create an Email Marketing Campaign <ul><li>Table of Contents </li></ul><ul><ul><li>Campaign...
Campaign Strategy <ul><li>An old Direct Mail rule can be applied (for the most part) to Email Marketing. It goes like this...
Choosing the Right List <ul><li>Don’t go with a cheap list </li></ul><ul><ul><li>Cheap lists aren’t cheaper. They’ve been ...
The Right Offer <ul><li>You need the right offer for the chosen list.  </li></ul><ul><li>Don’t just send out the same offe...
Package/Message <ul><li>In Direct Mail, this is the piece in the mailbox. </li></ul><ul><ul><li>Packaging, design, copy, e...
Landing Pages <ul><li>Email Marketing is different from Direct Mail in that the recipient can immediately take the next st...
About <ul><li>Rob Van Slyke is a 15-year veteran of interactive marketing </li></ul><ul><li>For the past 6 years, Rob has ...
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Email Marketing Lists - How To Create An Email Marketing Campaign - Rob Van Slyke 1-2010

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An old Direct Mail rule can be applied (for the most part) to Email Marketing. It goes like this. List. Offer. Package. Message. Without the right List, your Offer doesn’t matter. With the right Offer, the Package doesn’t matter and so on… You have to start with the right list.

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Email Marketing Lists - How To Create An Email Marketing Campaign - Rob Van Slyke 1-2010

  1. 1. Advanced Email Marketing Tips Email Marketing Lists - How to Create an Email Marketing Campaign
  2. 2. Email Marketing Lists - How to Create an Email Marketing Campaign <ul><li>Table of Contents </li></ul><ul><ul><li>Campaign Strategy </li></ul></ul><ul><ul><li>List </li></ul></ul><ul><ul><li>Offer </li></ul></ul><ul><ul><li>Package </li></ul></ul><ul><ul><li>Message </li></ul></ul><ul><ul><li>Landing Pages </li></ul></ul><ul><li>Email Blog – How to Create an Email Marketing Campaign: </li></ul><ul><li>http://emailmarketingtips.verticaltraction.com/2010/01/30/email-marketing-lists-how-to-create-an-email-marketing-campaign/ </li></ul>
  3. 3. Campaign Strategy <ul><li>An old Direct Mail rule can be applied (for the most part) to Email Marketing. It goes like this: </li></ul><ul><ul><li>List. Offer. Package. Message. </li></ul></ul><ul><li>Without the right List, your Offer doesn’t matter. </li></ul><ul><li>With the right Offer, the Package doesn’t matter and so on… </li></ul><ul><li>You have to start with the right list. </li></ul>
  4. 4. Choosing the Right List <ul><li>Don’t go with a cheap list </li></ul><ul><ul><li>Cheap lists aren’t cheaper. They’ve been abused and you won’t get the same response as a higher-quality list </li></ul></ul><ul><ul><li>Scale back on volume to afford higher quality list. Do you want: </li></ul></ul><ul><ul><ul><li>$500 in sales from a $2,000 buy on a cheap list OR </li></ul></ul></ul><ul><ul><ul><li>$2,000 in sales from a $1,000 buy on a good list </li></ul></ul></ul><ul><ul><li>Your choice </li></ul></ul>
  5. 5. The Right Offer <ul><li>You need the right offer for the chosen list. </li></ul><ul><li>Don’t just send out the same offer without giving it any thought. </li></ul><ul><li>Would THIS audience respond to a discount, coupon or gift card better than a free download or something else? </li></ul><ul><li>Determine what the audience will consider valuable. </li></ul>
  6. 6. Package/Message <ul><li>In Direct Mail, this is the piece in the mailbox. </li></ul><ul><ul><li>Packaging, design, copy, etc. </li></ul></ul><ul><li>Spend most of your time here. </li></ul><ul><li>What impression does it give? </li></ul><ul><li>Does it lend or detract from the primary message/CTA </li></ul><ul><li>Is it concise and compelling? </li></ul><ul><li>Are there competing messages? </li></ul><ul><li>Does the layout technically interfere with responding to the offer? (see me preso on “Move Content Up and Graphics Down) </li></ul><ul><li>How does it render in various email readers? Mobile? </li></ul>
  7. 7. Landing Pages <ul><li>Email Marketing is different from Direct Mail in that the recipient can immediately take the next step </li></ul><ul><li>What is the experience after the click? </li></ul><ul><li>Landing Pages are 50% of Email Marketing </li></ul><ul><ul><li>You have only seconds to get their attention and compel them to click in the email. </li></ul></ul><ul><ul><li>The Landing Page has to do the rest of the work </li></ul></ul><ul><li>View the next post in this series </li></ul><ul><ul><li>Landing Pages – the other 50% of Email Marketing Campaigns: </li></ul></ul><ul><li>http://emailmarketingtips.verticaltraction.com/2010/01/30/dedicated-landing-pages-the-other-50-percent-of-your-email-marketing-campaign/ </li></ul><ul><li>Look for it on SlideShare as well </li></ul>
  8. 8. About <ul><li>Rob Van Slyke is a 15-year veteran of interactive marketing </li></ul><ul><li>For the past 6 years, Rob has focused on email marketing and squeezing out every last percentage point possible in email response rates </li></ul><ul><ul><li>Rob Van Slyke </li></ul></ul><ul><ul><li>Interactive Consultant </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>713-681-7771 </li></ul></ul><ul><ul><li>vertical traction </li></ul></ul><ul><ul><li>GET A GRIP on your web marketing strategy </li></ul></ul><ul><ul><li>Advanced Email Marketing Tips Blog </li></ul></ul><ul><ul><li>http://emailmarketingtips.verticaltraction.com/ </li></ul></ul><ul><ul><li>http://www.verticaltraction.com/ </li></ul></ul>

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