The Benefits of an Email Newsletter


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Did you know that Email Marketing generates $43.52 for every dollar spent? Did you also know that it drives 73% more sales per marketing dollar compared to telemarketing?

If you are not incorporating Email Marketing in your overall marketing plan, then you are missing a significant opportunity capture qualified sales leads.

In this 45 minute Net Cast, Kersten Kloss and Chris Hamilton will show you how to use Email Marketing as a Sales Lead Generation machine.

You will learn:

- The basic process of an email newsletter
- How to get people to give you their names and email address
- What to include in an email newsletter

By the end of this presentation you should have the fundamentals to be able to get started with your Email Marketing by creating an email newsletter which will start attracting leads to you.

CLICK HERE to find out about upcoming webcasts -

PS. Did you know that subscribers to an email newsletter generate 34.25% more revenue than non-subscribers?

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  • Internet changed everything.
  • The Benefits of an Email Newsletter

    1. 1. The Benefits of an Email Newsletter<br />Presented By:<br />KerstenKloss – Refreshed IT<br />Chris Hamilton - Sales Tip A Day<br />
    2. 2. Upcoming Web Casts<br />For upcoming Web Casts:<br /><br /><br />
    3. 3. Overview:<br />Approximately 30 Minutes<br />How to ask a question<br /><br />Private question or open chat<br />Ask questions at anytime – That’s how we learn<br />
    4. 4. Objective:<br />Provide information to understand the importance of adding an email newsletter to your marketing campaign<br />Give an overview of Email Newsletter basics<br />Point you in the right direction for starting an email marketing campaign<br />
    5. 5. Marketing in the past:<br />Outbound – Push Push Push<br />Interruptive in nature – Couldn’t avoid commercials<br />3 commercials in prime time reached 80%+ market<br />Fewer products – less competition<br />Company focused not product focused<br />
    6. 6. Marketing Today:<br />Inbound Based: On the prospects timeframe – Not yours<br />Relevant Content – People know what they want<br />Education based – We crave knowledge<br />Product and service based – Not company based<br />Seconds to gain attention<br />Multiple approach – Online and Offline<br />Fan based/social network – Dane Cook<br />
    7. 7. The Problem:<br />Your message isn’t being heard<br />Too many media channels<br />Sensory overload<br />Need to have a captive audience<br />Time is at a premium<br />Old style marketing doesn’t work<br />Broad approach doesn’t work<br />
    8. 8. How Prospects Act:<br />Filter you out or listen if they are interested<br />Life is busy – want to know information now<br />Competition is easier to find on the web<br />If you can’t provide information – others can<br />Google Example<br />89% of clicks are on the 1st page<br />40% are for a local product or service<br />82% of the 40% are in buy mode or 33 out of 100<br />
    9. 9. How to approach marketing today:<br />Gain prospects' attention:<br />By focused offerings<br />By focused information<br />By providing value<br />Multiple Touch Points and impressions<br />Multiple approaches – Online and offline<br />One such approach is a targeted Email Newsletter<br />
    10. 10. What is an email newsletter:<br />Like a paper newsletter<br />An email sent to subscribers usually through a service<br />Often used to keep in touch with current clients or prospects<br />Typically sent out on a regular interval<br />Either HTML or Plain text – Fancy or Plain<br />Permission based – Very important – Can Spam Act<br />
    11. 11. Newsletter Examples:<br />
    12. 12. What an email newsletter does:<br />Allows you to market to a select group of people who have given you permission to market to them<br />Gives you the opportunity to present anything that you want<br />Present products or services for sale<br />Distribute information <br />Special offers<br />News<br />
    13. 13. Benefits of an email newsletter<br />Subscribers generate 34.25% more revenue<br />Spend $1 make $43.52<br />Email drove 73% more sales per marketing dollar than did telemarketing<br />Average Open Rate: 22.2%<br />Average click thru rate: 6.2%<br />Permission-based email accounts for 26% of time spent with email<br />Source:<br />
    14. 14. Even more benefits:<br />59% of email users spend more than 20 minutes a week with permission email and 27% spend an hour or more weekly<br />49.6% of online merchants maintain that email marketing performs better than other forms of marketing, including paid search, search engine optimization, direct mail and affiliate marketing.<br />57% of consumers say that they have a positive impressions of a company after they receive an email<br />85% of all purchases are by women and 65% use email as the second most used sources for purchases<br />Source:<br />
    15. 15. Basic Process of a Newsletter:<br />Sign up<br />Opt-in list or form<br />Create an auto responder<br />Add manually with permission<br />Newsletter<br />Create content<br />Build a letter<br />Choose a look and feel<br />Pick a day and time to send<br />
    16. 16. Sign Up -Where to find subscribers:<br />Your website<br />Your Blog<br />Sign up should be above the fold<br />Friends/Family/Customers<br />Social Media Sites<br />Classified ads<br />Back of your business card<br />Your email signature<br />Tradeshows<br />
    17. 17. How to get Subscribers:<br />Give them something of value<br />E-book<br />E-course<br />Video<br />Coupon<br />Whitepaper<br />Contests<br />Access to subscriber only content/special offers<br />
    18. 18. What to include in your Newsletter:<br />Content is King!<br />Think like your target audience<br />This depends on you and your industry<br />Some examples:<br />New products or services<br />Seminars/Sessions/Webinars<br />Industry information<br />How to do something<br />Company news<br />Sales<br />
    19. 19. My site:<br />Up to 38% sign up/page view<br />As low as 1%<br />Average 5% sign up passive<br />No Active targeting<br />40% open rate<br />15% click thru<br />
    20. 20. Example #1:<br />Monthly News Letter:<br />If you have 100 recipients and you grow your list by 5% per month, by the end of the year:<br />171 subscribers<br />6% conversion rate between 85 and 95 new sales requests or potential sales<br />@ 25% close rate – 21 to 24 new sales a year<br />Weekly would increase sales up to an additional 90/year<br />
    21. 21. Example #2:<br />Real Estate Example:<br />Average homeowner sells their home every 7 years*<br />Average realtor has 7 transactions per year*<br />100 Subscribers means 14% or 14 per year buy a home<br />1 more potential home inquiry or potential sale a month<br />Up to 19 potential sales a year compared to 7<br />Income would go from $52K/year to $140K/year*<br />* Average commission is $7,414<br />
    22. 22. Example #3<br />Restaurant/Retail:<br />6 times harder to get a new client<br />Get names or business cards from current clients<br />Have customers fill out a form<br />Offer something of value – Coupon or Specials<br />Determine frequency <br />Target slow days with specials<br />
    23. 23. What to do?<br />Get Started – Don’t Wait – Find a service<br />If you don’t – your competition will or is doing this<br />Look at what your competition is doing<br />Do better than your competition<br />Ask others what they would want to see<br />Find out more information from service provider<br />Did I mention – Just Get Started?<br />
    24. 24. Email Services:<br />Aweber<br />Constant Contact<br />Mail Chimp<br />
    25. 25. PS. One Last Tip:<br />People are more apt to giving you a name and email address at the point of sale<br /><ul><li>Why?
    26. 26. They feel good about their purchase</li></li></ul><li>Sales Plug<br />
    27. 27. Net Cast Portal<br />Sales tool<br />Vet prospects quicker<br />Work with qualified prospects<br />Close business quicker<br />One to many approach not 1 to 1<br />We Compensate Well for Leads That Become Sales<br />
    28. 28. Upcoming Webcasts<br /><br />April 22nd – Stop Cold Calling – Part 2<br />April 29 - 12 Things I Learned about Twitter<br />May 6th - ? Potentially online productivity tools<br />May 13 - ? May be a break due to a new baby<br />
    29. 29. Thanks for your time<br />Please feel free to contact me at:<br /><br />403-630-1243<br />KerstenKloss<br /><br />403-775-6969<br />