The document discusses the benefits and strategies of email marketing. It outlines that email marketing is a cost-effective way to quickly generate revenues and build customer relationships. Effective email marketing involves setting objectives around acquisition and retention, using common models like sales promotions and newsletters, and eliciting measurable responses from recipients. Key strategies include testing subject lines and content, making calls to action obvious and clickable, growing email lists, and repurposing content across platforms. Proper measurement of clicks, activities and conversions is important for evaluating email marketing effectiveness.

1. eMail Marketing
DR EMMANUEL CHAO

2.  2003 L-Soft
“e-Mail Marketing is the wave of the future. Fast
and cost-effective, e-mail must become an
important part of your integrated marketing
and media plan.”
Peppers & Rogers Group

3.  2003 L-Soft
Why eMail Marketing?
 Cost Savings
 Quick Response Cycles
 Generates Revenues
 Popular Medium
 Effective Medium
 Results are Measurable
 Builds Customer Relations

4.  2003 L-Soft
Effective eMail Marketing
Strategies
 Common eMail Marketing Objectives
 Acquisition vs. Retention
 Popular eMail Models
 Recipient response

5. Common e-Mail Marketing Objectives
 Build brand awareness
 Acquire new leads/ registrants/ customers/ clients
 Drive immediate sales
 Enhance customer retention
 Build stronger relationships with existing
customers/clients
 Provide company or product information
 Increase revenues by up-selling to existing
customers/clients
 Post-order targeted e-mails
 As part of an integrated marketing strategy

6. at its core, marketing is about
eliciting a physical and measureable
RESPONSE
6
Email Is Marketing

7. 1. Define an
audience
2. run a
campaign that
targets those
people
it’s pretty simple
3. Elicit a physical,
measurable
response
7

8. when you’re really
marketing…
real marketing helps remove
emotion and assumption from
the decision-making process
8

9. if that doesn’t work, stop doing
that. if this works, do more of this.
when you’re really
marketing…
9

10. a “NO” isn’t a failure, it’s great
insight and data at very low
cost
when you’re really
marketing…
10

11. • Lots of physical, measurable response
• Easy to brand with colors, logos, etc…
• 4x the ROI of direct mail*
• Helps to measure and monetize social media
• Authentic engagement with a one-to-many tool
Highly visible, delivered right to the inbox!
email is hard to beat for real marketing
value
* Direct Marketing Association
11

12. flip the funnel
traditional marketing
find
keep
convert
new marketing
find
keep
convert
“Flip The Funnel: Retention is the New Acquisition”
-- Joe Jaffe (@jaffejuice)
12
This applies to
ALL kinds of
digital
marketing!

13. how can you grow your list?
at register with the
check at
end of the
meal
on registration
forms
13

14. how can you grow your list?
14

15. what to write about – what you KNOW
discounts +
coupons
downloads
support
a cause
event
invites
hints + tips
B2B services
15

16. less is more.
focus.
• Keep it short
• Pictures are key, but keep them small
• Videos get clicked
how much is enough
16

17. a picture is worth…
17

18. repurpose and reuse
18

19. 19

20. subject or headlinewinning the battle of priorities
[don’t do this] March Newsletter
20
[do this instead] Tomorrow: Need 3 Hammers – Can You
Help?
[don’t do this] Joe’s Pet Store Newsletter
[do this instead] 3 Tips: help your dog beat the heat
[don’t do this] Children’s Classes
[do this instead] Limited Spaces available for Children’s
Classes

21. when to send & post
best day best time
21

22. • Many – but not all may
not see your images
• text links get more clicks
than buttons
• place your logo left or
center in email
• include company name
in text
• key action must be
above scroll line
• do not give too many
choices
• make all images
clickable (and with text
labels)
test it on yourself!
(and on your mobile
device)
practical advice
22

23. • Drip campaigns vs. auto responders
• Online Editing and HTML issues
• test, Test, TEST
• Opt-in list best practice
• Deliverability rates
• no service is 100%
• challenges with ultra-secure solutions (i.e. SpamArrest)
• **small percentage of your list
DIFFERENT EMAIL MARKETING TOOLS
23
?

24. Changes at Google
24
- Multiple opens will not be
measured
- Important to focus on
- Clicks
- Website Activities
- Conversions
- Images are Now
Automatically Loaded –
Better Experience for the
Subscriber

25. MEASURE
25

26. make it easy and obvious
 One click away
 Above the scroll line
 Left or center, avoid right
 Not just a graphic, include text link as well
 Not in a list of other options
 Make sure you measure response
26

28.  2003 L-Soft
Popular e-Mail models
 Sales Promotions
 Transaction confirmations
 Account status e-mails
 Recommendations from friends (viral marketing)
 Scheduled corporate newsletters
 Customizable information updates
 Time-based reminders
 Rewards program
 E-mail discussion groups
 Product updates of interest
 Independent media newsletters

29.  Email Marketing Takeaways
 Take the time to know your Email software; play around, experiment,
take advantage of all of the tutorials your provider offers, it’s well
worth the time
 Build your templates for your campaigns as soon as you can. At least
your basic newsletter or email communication template you intend to
use
 Subject lines and text – Experiment.
 Use A/B testing with subject lines. See what resonates with your
subscribers and what doesn’t.
 Even if you only have 10 subscribers, start engaging with them. If
they like what you send along you will have subscribers who begin to
pass your content along to their friends. This is the start of a good
relationship. The sooner you connect with subscribers the quicker
they will come to know you and your business.

30.  2003 L-Soft
THANK YOU!!
www.tmsc.co.tz