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LEVERAGING THE POWER OF  EMAIL  TO GROW YOUR BUSINESS The in-depth analysis of newsletters and the science of developing h...
OVERVIEW <ul><li>3 most frequently asked questions </li></ul><ul><li>Why should I be using newsletters? </li></ul><ul><li>...
WHY NEWSLETTERS? ROI!
DMA: ROI IS  $50  FOR EVERY  $1  SPENT! <ul><li>More than Double than any other form of online advertising </li></ul><ul><...
 
WHY NEWSLETTERS EXPANDED <ul><li>ROI </li></ul><ul><li>Fast </li></ul><ul><li>Globalized </li></ul><ul><li>Personalized </...
HOW DO I GET INTO EMAIL MARKETING? Where Do I Start? What do I Market?
HOW TO:  8  STEP PROCESS <ul><li>Database Program or List Manager </li></ul><ul><li>Defined Target Audience </li></ul><ul>...
LIST BUILDING 101 <ul><li>How to  develop  and  grow  your list </li></ul><ul><li>Online  list building strategies </li></...
ONLINE  METHODS OF LIST BUILDING <ul><li>Your Website </li></ul><ul><li>Blogs </li></ul><ul><li>Social Networking </li></u...
OFFLINE  METHODS OF LIST BUILDING <ul><li>Networking </li></ul><ul><li>Incentives </li></ul><ul><li>Classified Print Ads <...
Myths  of Email Marketing Busting Theories and Fabrications within the Email Marketing Industry!
MYTH #1 “ Clicking the unsubscribe button verifies my email to spammers”
MYTH #2 “ Tweaking content is the best way to improve deliverability”
MYTH #3 “ The better my CTR the more money I will make”
LEGALITIES OF EMAIL MARKETING While  Email Marketing  is a highly effective marketing strategy, there are some  rules  and...
WHAT IS THE CAN-SPAM ACT? <ul><li>Federal law that makes it illegal to send out unsolicited email in the United States. </...
HOW TO STAY CAN-SPAM COMPLIANT <ul><li>Valid From Address </li></ul><ul><li>Valid Unsubscribe Link </li></ul><ul><li>Physi...
BEST PRACTICES <ul><li>Relevant subject, body and from </li></ul><ul><li>Instant unsubscribe removal </li></ul><ul><li>Con...
AVOID LIKE THE PLAGUE! <ul><li>Misleading froms </li></ul><ul><li>Mailing off hijacked servers </li></ul><ul><li>Mailing u...
Analytics :  The Science of Stat Tracking
MOST IMPORTANT  STATS  TO TRACK <ul><li>ROI </li></ul><ul><li>Open Ratio </li></ul><ul><li>Click Through Ratio </li></ul><...
Email Statistics  for Dale Carnegie Training of Austin Date Sent Email Name Sent Bounces Spam Reports Opt-Outs Opens CTR 1...
1/3 RD  OPENS IN 1 ST  HOUR
TIPS TO INCREASE  ROI  AND  TRAFFIC <ul><li>Clear and direct subject line </li></ul><ul><li>Use the same from address in A...
Email 2.0:  The Future of Email
SOCIAL NETWORKS  AND  RSS  OFFER ALTERNATIVES TO EMAIL <ul><li>FB, MySpace, Twitter, Friendster provide messaging service ...
SOCIAL NETWORKS ARE  NOT  REPLACING EMAIL ANYTIME SOON <ul><li>Social Networks = younger generation </li></ul><ul><li>Busi...
 
CONTACT INFO: Email:  [email_address] Phone: 512-383-5684 Website:  www.austininbox.com Twitter: @jboehle FB and Linkedin:...
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Leveraging the Power of Email to Grow your Business

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Leveraging the Power of Email to Grow your Business

  1. 1. LEVERAGING THE POWER OF EMAIL TO GROW YOUR BUSINESS The in-depth analysis of newsletters and the science of developing highly targeted campaigns. By Jason Boehle www.austininbox.com
  2. 2. OVERVIEW <ul><li>3 most frequently asked questions </li></ul><ul><li>Why should I be using newsletters? </li></ul><ul><li>How do I get into email marketing? </li></ul><ul><li>How do I grow my list? </li></ul><ul><li>Discuss myths and legalities </li></ul><ul><li>Show email stats and analytics </li></ul><ul><li>Feature Email 2.0 </li></ul>
  3. 3. WHY NEWSLETTERS? ROI!
  4. 4. DMA: ROI IS $50 FOR EVERY $1 SPENT! <ul><li>More than Double than any other form of online advertising </li></ul><ul><li>6x return from print catalogs </li></ul><ul><li>Spending on the Rise </li></ul>
  5. 6. WHY NEWSLETTERS EXPANDED <ul><li>ROI </li></ul><ul><li>Fast </li></ul><ul><li>Globalized </li></ul><ul><li>Personalized </li></ul><ul><li>Tracking </li></ul><ul><li>Complimentary </li></ul>
  6. 7. HOW DO I GET INTO EMAIL MARKETING? Where Do I Start? What do I Market?
  7. 8. HOW TO: 8 STEP PROCESS <ul><li>Database Program or List Manager </li></ul><ul><li>Defined Target Audience </li></ul><ul><li>Collect Emails </li></ul><ul><li>Newsletter Software </li></ul><ul><li>Well Written Campaign </li></ul><ul><li>Process Removes and Bounces </li></ul><ul><li>Accurate Stat Tracking </li></ul><ul><li>Rinse, Clean and Repeat </li></ul>
  8. 9. LIST BUILDING 101 <ul><li>How to develop and grow your list </li></ul><ul><li>Online list building strategies </li></ul><ul><li>Offline list building strategies </li></ul>
  9. 10. ONLINE METHODS OF LIST BUILDING <ul><li>Your Website </li></ul><ul><li>Blogs </li></ul><ul><li>Social Networking </li></ul><ul><li>Message Board Posts </li></ul><ul><li>Other Lists </li></ul><ul><li>Email Signatures </li></ul><ul><li>Online Paid Advertising </li></ul>
  10. 11. OFFLINE METHODS OF LIST BUILDING <ul><li>Networking </li></ul><ul><li>Incentives </li></ul><ul><li>Classified Print Ads </li></ul>
  11. 12. Myths of Email Marketing Busting Theories and Fabrications within the Email Marketing Industry!
  12. 13. MYTH #1 “ Clicking the unsubscribe button verifies my email to spammers”
  13. 14. MYTH #2 “ Tweaking content is the best way to improve deliverability”
  14. 15. MYTH #3 “ The better my CTR the more money I will make”
  15. 16. LEGALITIES OF EMAIL MARKETING While Email Marketing is a highly effective marketing strategy, there are some rules and laws in place that you must follow to be compliant. <ul><li>Discussing.. </li></ul><ul><li>Can-Spam Act of 2003 </li></ul><ul><li>Best Practices </li></ul>
  16. 17. WHAT IS THE CAN-SPAM ACT? <ul><li>Federal law that makes it illegal to send out unsolicited email in the United States. </li></ul><ul><li>Created to prosecute criminal spammers </li></ul><ul><li>You can spam! </li></ul>
  17. 18. HOW TO STAY CAN-SPAM COMPLIANT <ul><li>Valid From Address </li></ul><ul><li>Valid Unsubscribe Link </li></ul><ul><li>Physical Postal Address </li></ul><ul><li>Verified Opt-in Email Addresses </li></ul>
  18. 19. BEST PRACTICES <ul><li>Relevant subject, body and from </li></ul><ul><li>Instant unsubscribe removal </li></ul><ul><li>Confirmed opt-in data </li></ul>
  19. 20. AVOID LIKE THE PLAGUE! <ul><li>Misleading froms </li></ul><ul><li>Mailing off hijacked servers </li></ul><ul><li>Mailing users who have unsubscribed </li></ul><ul><li>Purchasing data from unknown sources </li></ul><ul><li>Scammy or misleading content </li></ul>
  20. 21. Analytics : The Science of Stat Tracking
  21. 22. MOST IMPORTANT STATS TO TRACK <ul><li>ROI </li></ul><ul><li>Open Ratio </li></ul><ul><li>Click Through Ratio </li></ul><ul><li>Bounces </li></ul><ul><li>Unsubscribes and Complainers </li></ul>
  22. 23. Email Statistics for Dale Carnegie Training of Austin Date Sent Email Name Sent Bounces Spam Reports Opt-Outs Opens CTR 11/3/2008 HIP last minute 2556 4.1% (105) 0 0.3% (8) 16.2% (397) 7.3% (29) 10/27/2008 Cold Calling 11/08 2436 4.2% (103) 0 0.2% (6) 16.0% (374) 2.9% (11) 10/27/2008 Coaching for High Performance-Temple 990 4.9% (49) 2 0.6% (6) 16.5% (155) 2.6% (4) 10/14/2008 HIP08 3414 7.3% (248) 1 0.4% (13) 17.5% (555) 7.2% (40) 10/13/2008 Copy of Effective Sales Leadership 3227 6.2% (201) 3 0.3% (10) 17.7% (537) 1.1% (6)
  23. 24. 1/3 RD OPENS IN 1 ST HOUR
  24. 25. TIPS TO INCREASE ROI AND TRAFFIC <ul><li>Clear and direct subject line </li></ul><ul><li>Use the same from address in ALL emails </li></ul><ul><li>Provide relevant content </li></ul><ul><li>Use clean, consistent templates </li></ul><ul><li>Test, test, and more testing </li></ul>
  25. 26. Email 2.0: The Future of Email
  26. 27. SOCIAL NETWORKS AND RSS OFFER ALTERNATIVES TO EMAIL <ul><li>FB, MySpace, Twitter, Friendster provide messaging service like email </li></ul><ul><li>Spam is much less of a problem </li></ul><ul><li>Great for groups </li></ul><ul><li>Stats show users spending more time on social networks than email </li></ul>
  27. 28. SOCIAL NETWORKS ARE NOT REPLACING EMAIL ANYTIME SOON <ul><li>Social Networks = younger generation </li></ul><ul><li>Businesses still rely on email to function </li></ul><ul><li>Belief that social networks waste productive work </li></ul><ul><li>Email is much more private </li></ul>
  28. 30. CONTACT INFO: Email: [email_address] Phone: 512-383-5684 Website: www.austininbox.com Twitter: @jboehle FB and Linkedin: Jason Boehle Blog: www.inboxtruth.com Thank You!

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