The document provides an overview of email marketing and guidance on setting up an email marketing campaign. It recommends creating a plan to identify your audience and content, avoiding spammy practices, choosing an email service provider like MailChimp for its deliverability and templates, building your subscriber list ethically, designing basic email templates, measuring campaign success metrics, and includes additional email marketing resources.

1. Getting Started: E-mail Marketing Jim Locke, Principal ResultWorx Technology Group

2. Agenda Creating an E-mail Marketing Plan All About Spam Choosing an Email Service Provider Building your List Designing a Basic Template Connecting and Sharing Measuring your success Resources

3. Creating a Plan Identify your audience How will you build your mailing list What will you talk about? Provide valuable WIIFM content Establish a regular campaign (e.g. newsletter) Establish other special campaigns for promotions, birthdays, events, etc. How often will send e-mail campaigns Establish a marketing calendar

4. All about Spam Unsolicited Commercial Email (UCE) is the “official” term for Spam About 80% of all email traffic can be classified as Spam People HATE spam People hate Spammers even more The CAN-SPAM Act of 2003 regulates unsolicited commercial email and imposes fines of up to $11,000 per violation Some Quick Math: $11,000 x # of subscribers = $$$$$ DON’T BE A SPAMMER!

5. CAN-SPAM Compliance Requires that all subscribers opt-in to marketing messages Email cannot include any deceptive headers, subjects, sender information, etc. You must have an unsubscribe link You must remove people who unsubscribe within 10 days Your e-mail messages must include a physical mailing address

6. Choosing a Email Service Provider Look for companies with good deliverability; they are often affiliated with: ESPC (Email Sender and Provider Coalition) AOTA (Authentication and Online Trust Alliance) MAAWG (Messaging Anti-Abuse Working Group) EEC (Email Experience Council) Easy to use templates and sign up forms Integration with other software you use, as well as social media

7. We Recommend MailChimp Free Forever Plan for 2000 subscribers and 12,000 emails per month Great deliverability Hundreds of templates to choose from; most readable on mobile devices Excellent, easy to read dashboard to measure results of your campaigns Integration with top social media, web development and software platforms

8. Building your Email List What to ask First and last name Email Address Optional: Interests, Birthday, etc. Who to ask Current customers People you meet at a business event Visitors to your website People you email (include in signature)

9. 7 Ways NOT to do it Buy an e-mail list Use a list you obtained from a trade show Use a list from a Chamber of Commerce Use a list from an organization you belong to Use a list of email addresses from a website Dump all your email addresses from Outlook or your CRM software Add email addresses from business cards you collected at mixers, etc.

10. What have you got to lose? Your reputation Personal/Company E-mail reputation The ability to deliver marketing email and in some cases transactional e-mail Effectiveness of your email marketing campaign

11. Creating your Template Keep your design simple! Header that describes the purpose of the email Include your logo or brand 2 column format for now Wide (body) column Narrow column that gives some information about your company, how to connect with you, etc CAN-SPAM required information Don’t use a personal e-mail address

12. Measure your Success Review your email analytics at least monthly What is your open rate? (10-24% typical) What is your click through rate (2-10% typical) What is your unsubscribe rate? What are your subscribers reading? Modify your topics and focus based on this feedback Modify days and times that you deliver messages and compare results

13. Other Tips Add a newsletter archive to your website Connect your email marketing to your Facebook and Twitter accounts to improve your open rate Look for opportunities to legitimately add subscribers to your list Make sure your email marketing can be read on mobile devices

14. Email Marketing Resources MailChimp – http://www.mailchimp.com/resources MarketingSherpa – http://www.marketingsherpa.com Clickz – http://www.clickz.com MarketingProfs – http://www.marketingprofs.com Email Marketing Blog - http://www.b2bemailmarketing.com/

15. Please feel free to contact us: Jim Locke (626) 296-6892 [email_address] Follow Us: Facebook.com/ResultWorx Twitter.com/ResultWorx ResultWorx.com