The document discusses the advantages and strategies for effective email marketing. It notes that email marketing is much less expensive than traditional direct mail marketing and allows small businesses to build customer relationships. Some key points made include that email marketing should be targeted, build relationships, have low costs, and provide measurable results. It also provides tips for an effective email marketing strategy such as determining appropriate formats, frequency of emails, legal responsibilities, and evaluating results.

1. by David Caruso

2. Can You Be or Are You Already an Email Marketer? Demystify Email Marketing x 7 Advantages of Email Marketing Tools Needed for Effective Email Marketing x6 Steps to Create a Winning Email Strategy Real World Example - 1 Email - $1782.00 TODAY’S OBJECTIVES

3. Last 12 months - 86 686 Marketing Messages Last 3 months- 27 300 Marketing Messages Direct Mail Cost $104 023 Online Emailing Cost US$600

4. In the past, relationship marketing was primarily done through direct marketing initiatives. These proved to be too expensive for small businesses to use effectively... Email marketing drastically changed the economics making relationship marketing viable for businesses of all sizes and types – saving time and money! WHY Email Market?

5. Everyone is doing it! 75% of businesses have email lists 13% of total marketing budget is spent on email When asked what consumers would like email to replace: 54% replace telemarketing 45% replace in-person sales calls 40% direct mail Source: Association for Interactive Marketing, DoubleClick Study E-MAIL ME THAT When asked e-mail usage in daily Business activities, 85% said they use e-mail to communicate with customers, 80% said they communicate with partners and business associates via e-mail, and 67% e-mail potential buyers Source: Interland WHY Email Market?

6. Demystifying Email Marketing SMALL BUSINESS

7. SPAM Email Marketing ONLINE Direct Mail OFFLINE = Viral E-zine / E-newsletter HTML Email Opt Out /Unsubscribe Bounces – Soft & Hard Email Marketing Permission Based / Opt In = = = = = = = = = = = Word of Mouth Conversion Rate Click Through Rate Demystifying Email Marketing = Dynamic Email Auto Responder

9. NO JUNK MAIL SPAM Email Marketing ONLINE Direct Mail OFFLINE = Viral E-zine / E-newsletter HTML Email Opt Out /Unsubscribe Bounces – Soft & Hard Email Marketing Permission Based / Opt In = = = = = = = = = = = Word of Mouth Requests to Stop Returned Mail Direct Mail Sign Ups / People Expecting Newsletter Colour Brochure Conversion Rate Click Through Rate Enquiries ROI / No. of Sales Demystifying Email Marketing = Dynamic Email Automatic Letter Response Auto Responder Letterhead

10. 1. Targeted x7 Advantages of Email Marketing 2. Build Relationships

11. Sales & Profits Investment ($ and time) Most new and growing businesses focus on acquisition Most profits are generated by repeat customers 2. Build Relationships x7 Advantages of Email Marketing

12. 1. Targeted x7 Advantages of Email Marketing 2. Build Relationships 3. Low Cost – Instantaneous @ the Moment 4. Flexible 5. Personal 6. Provides Instant Measurable Results 7. Tangible

13. Centralised Contacts Database 6 Essential Tools for You & Your Staff 2. Database JPEG Images 3. PDF Files A Dynamic Email the Letterhead of the 21st Century 5. Writing Training Tools of the Trade – 1 on 1 From: xxxxxx Sent: Monday, 28 May 2007 8:17 PM To: enquiries@alerthire.com.au Subject: re: snow machine hire hi. i'm one of the leaders at xxxxxxxxxx st (HYS). in about 3 weeks time we are going to have a bit of a snowboard showcase in the carpark behind the st marys church. we are planning on getting some snow from the ice rinks (penrith and maybe blacktown) so that we can set up a table top to ride (me and a mate of mine). it'd be sick to get a snow machine too, because most, if not all, of the kids that will rock up on the friday night will never have seen snow before. it'll be a tripper for them... i'm just wondering how the snow machine works, how much snow it produces (keeping in mind that we'll get heaps from the ice rinks), what the cost would be to hire it and if you guys can swing any kind of deal for us? let us know. thanks heaps. xxxxxxx. 6. Scripts

14. Tools of the Trade – Mass Email Marketing Email marketing services automate best practices Free 60-day Trial Provide easy-to-use templates. Send readable formats – HTML and/or Text Handle unsubscribe links required by law Ensure email delivery, tracks results, Create campaigns Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes

15. 1. Collect Email Addresses BCP Business Cross Pollinisation Exchange of Value on your website Collect Business Cards Trade Shows / Sales Calls Networking Events Data Mining Be SPAM Act Compliant Centralised Database Website Signup Creating A Winning Email Strategy

17. 2. Determine an Appropriate Format Newsletters Frequency: monthly / quarterly Lots of educational content (typically non-promotional) Promotions Frequency: bi-weekly / monthly Focus on promotion / limited content 2, 4, 6 product promotions, coupons Announcements Frequency: event driven Promotional or educational with targeted message Invitations, special events Creating A Winning Email Strategy

18. Beware of HTML Emails

19. 3. Determine a Frequency & Delivery Objective: Maximum impact/Minimum intrusion How often to send Create a schedule Include frequency in online sign-up “Monthly Newsletter” Coordinate for maximum impact Newsletters (monthly / quarterly) Announcements / Event Invitations (as needed) When to send When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test, test, test Creating A Winning Email Strategy

20. Creating A Winning Email Strategy Day Time Open Rate Tuesday / Wednesday 11:30am - 11:30pm 50-62% Thursday 3:30pm 34-44% Friday 9:30am 18%

21. 4. Getting Email Opened The “From” line - Use a name the recipient will recognise Include your company name or brand The clearer the better - The shorter the better - Be consistent The “Subject” Line - Keep it short and simple You have 3 seconds or less 30-40 characters including spaces (5-8 words) - Incorporate a specific benefit - Include your brand - Capitalise and punctuate carefully - Test! 60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick Creating A Winning Email Strategy

22. 5. Your Legal Responsibility Consent Identify Unsubscribe Creating A Winning Email Strategy SPAM

23. 6. Evaluate Your Results What influences the open rate? From / Subject line Delivery day / time List overuse, age or quality Why did people click through? Call-to-action or offer Copy What are they interested in? What links did they click on? Creating A Winning Email Strategy

24. 7. Landing Pages

26. 44% Open Rate & we booked x5 people into the course @ $356.40 each

27. Questions & Answers