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Introduction to E-mail Marketing


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thunder::tech was invited to attend the 2009 Husqvarna Viking International Conference in Grapevine, Texas to lead a presentation on e-mail marketing. This presentation covers some of the basics of e-mail marketing.

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Introduction to E-mail Marketing

  1. 1. How to Create Effective and Clever E-marketing Campaigns June 6, 2009
  2. 2. Importance of branding and marketing E-marketing: you need it::
  3. 3. <ul><li>AN E-MAIL LIST! </li></ul><ul><li>E-mail lists are available for purchase </li></ul><ul><li>Harvest e-mails from your current Web site by adding a field to your homepage </li></ul><ul><li>Ask current customers to update their contact information with an e-mail </li></ul>What you need to get started::
  4. 4. <ul><li>Build a relationship with your list; it has to grow and will take time. </li></ul><ul><li>Monitor subscription status </li></ul><ul><li>Invest time and effort to increase your contact list. </li></ul>Be kind to your e-mail list::
  5. 5. Know your audience:: <ul><li>What does your customer want from the e-mails? Consider:: </li></ul><ul><li>Location </li></ul><ul><li>Event preference </li></ul><ul><li>Machine purchase history </li></ul><ul><li>Level of client (VIP, new, lifer, etc.) </li></ul><ul><li>Tracking, Content, Frequency </li></ul><ul><li>Allowing self-classification </li></ul>
  6. 6. <ul><li>Grab the attention of your audience through design </li></ul><ul><ul><li>Be conscious of your brand </li></ul></ul><ul><ul><li>Clean design > Cluttered design </li></ul></ul><ul><ul><li>Duplicate your Web site navigation in your e-mail template </li></ul></ul><ul><ul><li>Create a call to action in the e-mail to direct the reader to your Web site & into your store </li></ul></ul>Design to sell::
  7. 7. <ul><ul><ul><li>SHOW EXAMPLE OF t::t’s e-mail newsletter!!!! </li></ul></ul></ul>
  8. 8. Mass e-mail tool options:: Find the mass e-mail tool that is right for you – most cost effective and user friendly.
  9. 9. <ul><li>Label your e-mail marketing efforts: </li></ul><ul><ul><li>E-mail newsletter </li></ul></ul><ul><ul><li>E-mail updated </li></ul></ul><ul><ul><li>Featured product news </li></ul></ul><ul><ul><li>Discount announcement </li></ul></ul><ul><ul><li>Promotions / Couponing </li></ul></ul>Mass e-mails in disguise::
  10. 10. <ul><li>Fewer than 50% of marketers create and send out e-mails that render correctly </li></ul><ul><li>One in five marketing e-mails are invisible or ineffective due to blocked images </li></ul><ul><li>- E-mail Experience Council (2007) </li></ul>Take the time to test your e-mail::
  11. 11. 7 in 10 Internet users say they judged “from” and “subject” lines when deciding to report an e-mail as spam - E-mail Sender and Provider Coalition and Ipsos (December 2006) The subject line’s importance ::
  12. 12. <ul><li>The subject line can make or break your e-mail </li></ul><ul><li>open rate </li></ul><ul><li>Ineffective : </li></ul><ul><li>Sewing Class Schedule </li></ul><ul><li>Sale this weekend </li></ul><ul><li>Effective : </li></ul><ul><li>Husqvarna Viking June 2009 Dealer Exclusive Pricing </li></ul><ul><li>Somerset Sewing Center accessory sale this weekend </li></ul>Subject matters ::
  13. 13. <ul><li>It’s all about the content </li></ul><ul><ul><li>Maintain brand consistency in regard to design and writing tone </li></ul></ul><ul><ul><li>Don’t over think your content: less is more </li></ul></ul><ul><ul><li>Readers have short attention spans </li></ul></ul><ul><ul><li>Proofread, fact check and reference articles </li></ul></ul><ul><ul><li>Balance between text and imagery </li></ul></ul>What are you going to talk about?::
  14. 14. Provide an incentive:: <ul><li>Make your customer happy they opened </li></ul><ul><li>your e-mail: </li></ul><ul><li>Educate </li></ul><ul><li>Provide a service </li></ul><ul><li>Product giveaway </li></ul><ul><li>Contests </li></ul><ul><li>Discounts and sale announcements </li></ul>
  15. 15. <ul><li>The time you send an </li></ul><ul><li>e-mail can greatly </li></ul><ul><li>increase or decrease </li></ul><ul><li>your open rate. </li></ul><ul><li>Monday - Wednesday </li></ul><ul><li>is better than Friday - </li></ul><ul><li>Sunday </li></ul>When to send your e-mail::
  16. 16. <ul><li>When sending e-mail marketing messages, </li></ul><ul><li>create a schedule and stay consistent. </li></ul><ul><li>Once a week </li></ul><ul><li>Once a month </li></ul><ul><li>Once a quarter </li></ul>E-mail frequency::
  17. 17. Check your stats:: <ul><li>Open rates, open times, unsubscribes </li></ul><ul><li>Watch for trends </li></ul><ul><li>Adapt to accommodate those trends </li></ul>Something to consider: 1/3 of people studied said that they usually visit Web sites directly instead of clicking on an e-mail link. - Epislon’s “Branding Survey” February 2009
  18. 18. Turn your e-mails into SALES:: 84% of people in a consumer study said that they have a more favorable opinion of companies who send them e-mail Whether they open the e-mail or not! - Epsilon “Branding Survey” February 2009
  19. 19. <ul><li>Make sure the design and content of your </li></ul><ul><li>e-mail marketing is consistent with your other </li></ul><ul><li>online properties including:: </li></ul><ul><li>Web site </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>Facebook / MySpace </li></ul>Content sharing & cross promotion::
  20. 20. <ul><li>Take your e-mail messages offline and </li></ul><ul><li>incorporate them into:: </li></ul><ul><li>Conversation & sales pitch </li></ul><ul><li>Print newsletters </li></ul><ul><li>Brochures </li></ul><ul><li>Classes </li></ul><ul><li>In-store signage </li></ul>Content sharing & cross promotion::
  21. 21. <ul><li>To learn more, check out:: </li></ul><ul><li> </li></ul><ul><li> – sign up for their e-mail newsletter on e-mail marketing </li></ul><ul><li> </li></ul><ul><li>Exact Target & Constant Contact libraries </li></ul>Resources::
  22. 22. Questions? Twitter: @thundertech ( ) YouTube: Blog: Thank you!