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E-Mail Marketing Guide: Using Relationship Marketing to Sell
The document outlines three strategies for building a customer database through eliciting and maintaining permission for marketing. These strategies include asking for permission on your site, offering free content, and establishing an email marketing program. It emphasizes the importance of continued communication with your audience to retain their consent.
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E-Mail Marketing Guide: Using Relationship Marketing to Sell
- 2. 3 ways tobuild your database
- 3. presenting Sarah Petty Erin Verbeck
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- 5. How do youelicit permission?
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- 11. Give something FREE. Freemium ideas: Recipe, tips, white paper, tips, designs, care instructions, etc.
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- 19. Action Steps 1 Ask for permission on your site. 2 Create something free. 3 Setup an email marketing program. 4 Communicate with your audience to keep permission.
- 20. We want toanswer your most pressing questions! Wednesday, March 9, 2011 12-1 pm CST www.shopify.com/TheJoyOfMarketing
- 21. For more onthe action steps check out... blog.shopify.com
Editor's Notes
- #2 Aurelien (in your words). Hello this Aurelien from Shopify and I am excited to bring you this online marketing series which consist of about 15 minutes of meaty marketing content to help you build your business and make more money!\n
- #3 Aurelien- In the next couple weeks, you will learn 3 concrete ways to build your customer database and your business. Your database is your most valuable asset - it is like the little black book for your business! A larger database = more $.\nThen, we will invite you to attend a one hour teleconference where you can get YOUR marketing questions answered! And not answered by just anyone. Let me introduce you to my friends at...\n
- #4 Aurelien - (in own words) Let me introduce you to my friends at.... The Joy of Marketing, Sarah Petty & Erin Verbeck. Both MBA’s, former ad agency marketing directors and worked in companies such as Coca-Cola and Sabre. Sarah opened a boutique photo studio and was named one of the most successful in the United States after only 5 years in business. Because of the demand for their help, The Joy of Marketing was born. Now these two powerhouses spend their days teaching small businesses like YOU how to grow and compete in this economy. What I love about them is their emphasis at The Joy of Marketing is building a strong business without focusing on price to make sales. Welcome to both of you. What are we going to learn from you in this episode? \n
- #5 SP First let’s talk about what permission is. You want people to raise their hand and say “ooh yes, I am interested in what it is you sell. This is what separates you from spam - we are all protective about what companies we give permission. You want people to opt-in.\n\n
- #6 EV Getting people to opt-in to your database. This is not about renting a mailing list and/or spamming people with messages about your products. It is about finding people who care about your message and giving them information they raised their hand to receive.\n
- #7 SP - Should be very overt about asking for permission. If you are tricky or try to hide that they will be receiving 2 emails a day from you, you will have mass opt-outs. \n
- #8 SP Example of simple opt-in by a Shopify site. We will be using many shopify sites as examples \nAt bottom - subscribe to our newsletter. People who are passionate about this cause will be likely to opt-in.\n
- #9 EV - Another example - baby shoes - coming soon. Sign up to be notified!\n
- #10 EV - They are consistent by sharing this on their blog. Talk about benefits of opting in - be the first to know! So in other words, your kids will have the cutest shoes in their class!\n
- #11 SP An entire tab on site dedicated to mailing list. As a consumer, that makes me think there are important things that are shared here! Could even ask them what they are interested in - personal shopper can help you! Doesn’t have to be a newsletter - can simply be sign up for mailing list.\nJoin Our Mailing ListPlease enter a valid email address... Be the first to know about special sales and upcoming events!\n\n
- #12 EV What will excite your target market? This is for the sole purpose of collecting their name for their database. This is like dating - they thought you were cute and then this is getting permission to get a second date. SP Give them something - tips of things not to do, \n
- #13 EV This company has a very defined target market. It is a lifestyle segment (see black box). This audience may be interested in something cool like a screen saver, phone background, put your face into image of action shot. Integrate them more closely with brand. They want to raise hand and get more from this company. Quality of names vs. quantity.\n\n
- #14 SP LOVE this site. Passionate copy on the “about us” page. Making appeal for others to “eco see, eco do.” So how about having them sign up for a screen saver. Also, could create a sign up for monthly eco-tip, etc. \n
- #15 EV - Once they opt-in, you can’t splatter them with discounts every other day. You can’t put out information that isn’t pertinent either. They have raised their hand to participate with you so don’t take that lightly. Def. don’t share those names ever. \n\n
- #16 SP Add them to your database in email marketing program. Communicate with them regularly. 1x/month, week, etc.\nNot just sell - give, give, sell. You went to wakeboarding convention - what is cool - you are expert - you should be expert Create value with incentives and other things to keep the emphasis off price. When you want to sell something like a new product, you will get a better response! \n
- #17 SP He is a cool contest we found on a Shopify blog that could be a nice email. \n
- #18 EV Create value with incentives and other things to keep the emphasis off price. When you do have a price offer, you will get a better response! Here, offering gift wrapping service. This is something online specialty stores can do! Prettier, packaged nicer, more custom. This is a huge benefit to the consumer!\n
- #19 EV This was a blog post but very well could be an email marketing campaign.\n
- #20 1. several places \n2. can be simple\n3. many to choose from\n4. decide how often, brainstorm content, etc.\n
- #21 SP We want to hear from you - what are you struggling with - how can we help you make more money by gaining permission and growing your database. Join us (details). Go to shopify.com/TJOM to register and submit a question if you want. Thank you all for joining us and thank you Shopify for allowing us to share this information because it is our passion to help small business owners succeed.\n
- #22 SP We want to hear from you - what are you struggling with - how can we help you make more money by gaining permission and growing your database. Join us (details). Go to shopify.com/TJOM to register and submit a question if you want. Thank you all for joining us and thank you Shopify for allowing us to share this information because it is our passion to help small business owners succeed.\n