This document provides guidance on using email marketing to grow a business. It discusses best practices such as building an email list through referrals and forms, using automated forms to move customers to contact lists, planning email strategies to inform or increase sales, testing subject lines and content, emphasizing calls to action, and measuring email campaign performance through open and click rates. The overall recommendations are to engage in ongoing testing, focus on value for recipients, and consistently analyze results to improve email marketing over time.

1. HOW TO USE EMAIL
MARKETING TO
GROW YOUR
BUSINESS
Welcome we’ll start soon

2. ‘TIS THE HOLIDAY SEASON’
"OVER THE FIVE DAY HOLIDAY WEEKEND, PROMOTIONAL
EMAIL VOLUME SENT BY MAJOR RETAILERS WAS UP 27%
YEAR-OVER-YEAR, WITH THANKSGIVING DAY, BLACK FRIDAY
AND CYBER MONDAY ALL SEEING RECORD EMAIL VOLUMES"
Dir of Research, Responsys
Cyber Monday:
• Online sales: 33%
• Over 80% retailers offered a promotion

3. Why Email Marketing?
Affordable
Measurable
Effective
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4. Email Marketing Myths
1. Email marketing is spam
3. Emailing is not effective
5. People don’t want to receive
emails
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5. Communication Preference?
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6. Build an
Email
Database
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7. Only send
emails to
people that
know your
business
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8. Ways to Build a List
1. Referrals
2. Get out and network
3. Tradeshows
4. Run a contest, offer an incentive to
sign up Don’t buy email lists
5. Retail - guest book or fish bowl
6. Use social media
7. Email subscriber forms
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9. Facebook Email Sign-Up Forms
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10. Automated Subscriber Forms
• Gain new subscribers automatically
• Automatically move new customers into Contact list
10 • Set up Auto-responder to welcome new users

11. Subscriber Forms Example
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12. Use Webinars to
Grow a Database
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13. Planning an Email Strategy
• Do you want to:
– Inform
– Sell more
– Increase repeat business
– Reduce sales cycle
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14. What’s in It for me?
Why should I sign up?
Why should I listen?
14 Why should I read this?

15. #1 response in EasyContact
customer survey:
“Designing a
professional looking
email”
when asked “What’s most
important…”
Make your email
look
professional:
Use a service
www.easycontact.com
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16. Useful educational content
Great Deals Coupons
Top of Mind
Event marketing
Holiday Greetings
Hints and Tips
Visit Your Website
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17. Weekly Newsletter
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18. Special member limited time offer
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19. Be relevant:
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20. Provide value:
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21. Create relationship:
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22. Discount Coupon
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23. How do YOUR customers see you?
 How do your customers know you?
– By your company name?
– By your product?
– By your personal name?
 Add details in your sender info
– Example: EasyContact - Email Marketing
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24. How do YOUR customers see you?
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25. The Subject Line
• Keep it short but WIIFM
• Don’t use - ‘Free’, ‘$$$’, ‘Save’, ‘Discount’,
Caps, Excessive Punctuation
• Test different subject lines
• Ask questions
• Make a statement
• Personalize it
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26. S
Subject Line: Special Mother's Day Offer: Flowers from $19.99
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27. What do
you want
me to do?
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28. Call to Action
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29. Call to Action
 “Click here” trap
 Compelling
What
Why (WIIFM)
 Visible
•Above the fold
•Add social media
links
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30. Test, Test and Test Again
 Open Rate vs Click Rate
 High Open/Low Click = not meeting expectations,
benefit not clear
 Low Open/High Click = subject line, timing or spam
 Continuous Improvement
– Images vs Text
– Short vs. Longer
– Subject Lines
– Days & Times
– Follow Up
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31. Don’t send emails from your own
computer using BCC or showing
your customer email database
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32. Legal Stuff
• One click unsubscribe
• Include your physical address
– Taken care of by my email service provider
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33. Be consistent
and persistent
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34. Managing & Growing Email Lists
• Keep your list up to date
• Remove emails that keep
bouncing
• Update email addresses
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35. Measure
• Open rate
• Click through rate
• Bounce rate
• Track traffic to
your website from
your emails
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36. Return On Investment
Measure the effectiveness of every campaign
Investment compared to Profit
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37. What should I expect?
Message Type Open Rate Click Rate
Acquisition 10.9% 2%
Editorial 28.3% 10.3%
Marketing (~70%) 19.7% 3.7%
Research 13.7% 2.9%
Service 42% 8.9%
Other 24.4% 4.4%
“Q2 2011 Email Trends and Benchmarks”
Email Experience Council and Epsilon
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38. Mobile Users
• View Results
• Manage/Add Contacts
• View Profile
• Email Status
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39. Top “Dos” and “Don’ts”
Dos Don’t
 Ask yourself, “why should a customer  Assume something works
sign up for my email?
 Convert print promos directly to
 Run subject line tests
 Get complicate your design just
 Use social media to increase open rates because you can
 Test (subject lines, frequency &  Over or under-mail your lists
timing, content)
 Make subscribing or unsubscribing
 Analyze (response rates, who’s complicated
responding…
 Say too much in a single email
 Use clear calls to action
 Forget to use email along with your
 Keep important content “above the fold” other communication channels
 Respect recipients email image  Forget a ‘landing page’
blocking and preview panes
 Ignore your results and reports
 Preview your emails before you send them
 Say everything in the subject line
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40. Please support our sponsor
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grow for:
95 years
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Deluxesmallbizblog.com
Facebook: Deluxecorp
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42. Thank You
Sign up for another webinar at:
www.BizLaunch.com/deluxe
Gregg Zastrow
(651) 490-8026
gregg.zastrow@deluxe.com
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