More Related Content
Similar to Work those contacts with digital
Similar to Work those contacts with digital (20)
More from wsxenterprise
More from wsxenterprise (17)
Recently uploaded
Recently uploaded (20)
Work those contacts with digital
- 1. WORK THOSE CONTACTS WITH DIGITAL LINDA PARKINSON-HARDMAN
- 2. than either Facebook and Twitter Source: McKinsey & Company 02/10/2015@ Internet Mentor Limited
- 3. $1 spent = $44.25 average return on email marketing investment 4,300% ROI 02/10/2015@ Internet Mentor Limited Source: 2015 DMA Analytics Journal
- 4. @ Trust £ 02/10/2015@ Internet Mentor Limited
- 5. 02/10/2015@ Internet Mentor Limited
- 6. 02/10/2015@ Internet Mentor Limited
- 7. 02/10/2015@ Internet Mentor Limited
- 8. 02/10/2015@ Internet Mentor Limited
- 9. 02/10/2015@ Internet Mentor Limited The Newslet
- 10. 02/10/2015@ Internet Mentor Limited
- 11. 53% Source: Litmus 02/10/2015@ Internet Mentor Limited
- 12. 02/10/2015@ Internet Mentor Limited
- 13. 02/10/2015@ Internet Mentor Limited
- 14. 02/10/2015@ Internet Mentor Limited
- 15. 02/10/2015@ Internet Mentor Limited
- 16. 02/10/2015@ Internet Mentor Limited
- 17. 02/10/2015@ Internet Mentor Limited
- 18. 02/10/2015@ Internet Mentor Limited Download the Guide http://bit.ly/dwgd2015
Editor's Notes
- Email is 40x more effective at generating new customers than either Facebook or Twitter ….
- For every $1 the return is $44.25 on average – massive 4,300% return on investment These figures are average – there will be businesses doing far better than this and business getting nowhere.
- The reason many businesses fail is they think it’s too hard to implement so don’t think things through enough. They also forget that email marketing is not a 1 – many activity, it’s a 121 activity. After all the person reading the email you send out is an individual and the message has to speak to them as an individual regardless of the fact you’ve sent the same thing 1,000 people. The formula is simple Email + trust = cash in the bank And setting up a campaign involves just 4 steps
- 1 – gather names and email addresses. You might have some already from your current or past customers, don’t forget to make sure it’s legal though! You could also add a form to your website and use your social media activity towards that page.
- 2. Use an email marketing system like MailChimp or Aweber – the advantage is it automates the process and complies with the data protection laws in various countries world-wide
- 3 – you send really useful, helpful information regularly to your users based on what you know about them already
- 4 – finally you analyse the results, rinse and repeat – as many times as necessary. Some email marketing systems allow you to connect them up to other online apps giving you the chance to even see what each mail actually resulted in financially. The most important stage in our 4 steps is step 3 – sending out really good content. But let’s face it most businesses send out …..
- The newsletter has two common characterisitics The same message is sent to every person on the mailing list It usually contains information about the company and what it’s been up to This is bad for two reasons: The first is that I’m not really that interested in your business – what I’m really interested in is getting my needs met. The second is that we forget we have lots of groups of people to speak to and one size doesn’t fit all
- Every business has a group of people it can send marketing information too. But from our photo we can see that they are different – they aren’t all the same. Successful email marketing happens when you group and segment your audience according to what you know about and their needs. Every business has multiple groups it can send to. An easy example is current customers and past customers. You might also send emails based on the date someone joined the mailing list or which form they used. And once you have groups in place you can segment them even further, right down to whether they are based in the UK or not. You can even segment based on whether they open their emails on a mobile device.
- You might wonder why it’s important to know that 53% of people open their emails on a mobile device. But it matters because of where you send people on to. Let’s say you have a link in your email with a nice juicy offer in it. But that link opens on a website that isn’t mobile friendly … what do you think people will do? Yep, they’ll hit the back button and go. OK, now I’ve told you the high level stuff, let’s think about how it might work in practice for a small business based in Dorset.
- Meet Jane – She runs Green’s Garden Services based near Sherborne and she’s just decided to start using email marketing in her business.
- She has two broad groups of people she is adding to her mailing list – her customers and people who sign up at her website. She’s using a little download guide ‘Perfect Plants for Sherborne’ as the hook to persuade them to share their details with her.
- Her customers are being segmented according to Where they are Whether they are past customers Current customers If they user her lawn mowing or her hedge cutting services
- She’s also using her Facebook and Twitter accounts as the introduction to people that don’t yet know her, encouraging them to visit her website with some really helpful content marketing and the opportunity to sign up for her mailing list
- She’s using MailChimp as her email marketing provider because it allows her to manage the lists easily, group and segment her audiences, track the emails, monitor their effectives and analyse the results.
- In her first email to her customer group. She sends two messages: One goes to the group that buy her hedge trimming services and reminds them it’s autumn and time to rake their lawns – Not only that she gives them a really get set of tips and a 1 minute video about how to do it properly themselves. She sends her lawn care customers a reminder about getting their hedges trimmed and again gives them really useful tips and quick video showing how they can do it themselves. Both groups get a 10% off voucher to try out the service they don’t currently use valid throughout October and November …. She can monitor effectiveness in multiple ways: How many emails were opened Who opened them How many times they opened them How many redeemed her coupon and tried the extra service After a few days, she segmented both groups by who DIDN’T open the email and send it again, this time with a different subject line – because everyone opens the emails based on the subject line! If she does this regularly enough she will quickly learn which words and phrases work for her customer groups.
- If you’d like a quick guide to what I’ve covered today you can download one from my website – no email address required – by following this url.