1. Email-Marketing
A key component to your web strategy

2. Web Strategy
Does everyone have a web strategy?
Does everyone execute?

3. Email-Marketing
A key component to your web strategy
Steve Smith, Co-founder and VP Sales at CakeMail
Steve@cakemail.com

4. Does the Internet matter?
According to a recent survey by Pew Internet...
58% of adults said they use the Internet as first choice (at home, at
work or some other place) to find information about a product or
service
90% of all Internet users rate using a search engine as their most
common practice while online
Of this 90% of Internet users, 80% ranked researching a product or
service online as their first reason for using a search engine (followed
by check weather & get news)
82% of all online users use the internet to research a product or
service before purchasing

5. Typical Business Mission
Get customers, keep customers and grow

6. Typical Business Algorithm
Lead Generation
Sales Process
Customer Retention (Churn)
Up-selling, Reinforcement, Referrals

7. Algorithm Optimization Tools
INBOUND: Affiliate programs, banner ads, Adwords, key words,
PPC, blog, PR, RSS, SEO, analytics
OUTBOUND: Social Media, Email marketing and email automation
**Email allows you to be outbound proactive, focus your E-
marketing strategy on your target market audience and easily
measure results

8. Where Tools Are Used

9. Typical Business Algorithm
Lead Generation
Sales Process
Customer Retention (Churn)
Up-selling, Reinforcement, Referrals

10. Email Automation Optimizes
Lead Generation (lead capture, response, viral campaigns, offers)
Sales Process (drip campaigns, triggers based on action)
Customer Retention (product updates, training, billing)
Up-selling (add-on notices, referral programs)

11. How it works

12. CakeMail – In Action
List building & management
Segmentation
Campaign creation (With A/B split testing)
Reporting
Email automation based on action

13. Key Real World Take-aways
Personal email vs. Generic
A/B split testing
Test!
Monitor results over time

14. A Personal From Name
Generally perform better than “company name”
Example
YPG – 17% increased open rate with “RepName”
Exception
Montréal Canadiens – 37% open rate

15. Use A/B Split Testing
Changing Subject line to Include “With YPG”
Tested two random splits of 20% of database
Higher click-thru rate & 3x click-through conversions

16. Test – Test - Test
Typically 70% your list is 3 or 4 domains
Issues:
Spam Assassin check my not be conclusive
Manual testing to specific ISP’s is time consuming
Litmus Test: A 98% accurate result in a matter of minutes

17. Statistics
Campaign Results are not enough – List & Segment
results are just as important
Individual results DO NOT stand alone - Report over time,
not per mailing

18. Cool Things About Email
Effective
Cheap
Fast
Popular
Measurable

19. Questions

20. Additional Notes

21. Top Industry Users
• Social Media
• Merchants, retailers or restaurants
• Household tips/recipes/crafts
• Humor
• Travel
• Entertainment
• News & Weather
• Finance/stock information
• Sports

22. Why They Use Email
• Brand awareness
• Acquire leads/ registrants/ customers/ clients
• Customer retention & management
• Company or product updates & training
• Up-selling to existing customers/clients
• Post-order follow-up

23. How They Use Email
• Sales Promotions
• Transaction & account status confirmations
• Referrals (viral marketing)
• Corporate newsletters
• Time-based reminders
• Rewards programs
• Product updates

24. Some Great Resources
http://www.cakemail.com …Of course 
Here are some other good ones:
http://www.email-marketing-reports.com
http://wiki.emailmarketersclub.com
http://www.emailmanual.co.uk
http://www.emailstatcenter.com
http://www.beautiful-email-newsletters.com
http://www.emarketer.com/Welcome.aspx
http://en.wikipedia.org/wiki/E-mail_spam_legislation_by_country
http://www.karelia.com/mac_indie_marketing/comparison-bulk-email-
marketing.html