This document provides an overview of email marketing best practices. It discusses building an email list by collecting addresses at all customer touchpoints, using an email list builder and newsletter tool to create and send professional emails, and including important elements like a subject line, message, and clear call to action. It also covers interpreting results by analyzing open rates, click-through rates, delivery times, and unsubscribe rates, and tracking leads and customers from email campaigns. The document encourages readers to sign up for a free Constant Contact trial account to build their first email.

1. Email Marketing
May 13, 2009

2. Agenda
• Email: Outbound Marketing at its Finest
• Building Your List
• Writing Your Messages

3. Doesn’t Email Marketing = Outbound?
• Permission Based Email = Lead Nurturing
• Email People That Want to Hear From You
• Re-engage: Bring Them Back to Your Site
• Educate. Invite. Don’t Sell

4. So, How Do You Build Your List?
• Collect email addresses at every customer or
prospect contact point:
• Customer service or support calls
• Invoices, brochures, customer surveys, feedback
forms
• Tradeshows or events
• And of course….
All of your Lead Generation Forms.

5. What Do You Need to Do Email Marketing?
• Email List Builder
• Build email database
• Newsletter & List Builder
Promotion Builder
Email
Build email database
• Create professional email communications
Newsletter & Promotion Builder
Create professional email communications
• Campaign Manager
Campaign Manager
Email delivery and formatting
Results reporting
• Email delivery and formatting
• Results reporting

6. Building Your Email Message
• Subject Line
• Message
• Call to ActionList Builder
Email
Build email database
Newsletter & Promotion Builder
Create professional email communications
Campaign Manager
Email delivery and formatting
Results reporting

7. Interpreting Your Results
• Low open rate? Low click-through rate?
subject line call to action
delivery day copy
delivery time offer
list overuse, age
or quality
High un-subscribe/opt-out rate?
over-communication
poor targeting

8. Tracking Results: Leads and Customers

9. Let’s Build an Email
• Go to: http://www.inboundmarketingworkshop.com/tools
• Click the Constant Contact Free Trial Link
• Create an Email –> Follow the Wizard
• Don’t Forget Your Call to Action!