Email Marketing


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  • I really like MailMachinePro email marketing software - The software is extremely easy to use and there are no monthly fees.

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  • Mia – background. WATC – offerings. WSU South Campus.
  • Older Generations Research, Shop, and Bank Social Networking Dominated by the Young Some say ‘Email is for the old’ Confirmed this with my 16 year old daughter But unless your business is tarted just to the young, and unless you are using all of the social media, social networking , texting and other new communication methods, I would say that you still have a good 10 years of utilizing email for communicating and marketing your brand. Beyond that, who knows!
  • There are a lot of tools to choose from. While you should definitely be thinking about utilizing Social Media, Email is still the basis of the online activity pyramid
  • Ordinary people talk about how they use email marketing for their business.
  • Email marketing generates an immediate response. The call to action is clear: "Click here to take advantage of this offer", or "to learn more about this service". Initial campaign response generally occurs within 48 hours of the time the email campaign is sent. "I don't need a Webmaster or a technical person to handle my newsletters anymore." It can be done by a 'non-techie.' Email marketing is an affordable way to stretch a tight marketing budget - and whose isn't these days? Unlike direct mail, there is virtually no production, materials or postage expense. Email marketing is 20 times more cost effective than direct mail, and can cost as little as fractions of a penny per email. You can easily segment your lists using a variety of criteria or interest groups so that your promotions go to the individuals most likely to respond to your offer. It is a highly effective way to increase sales, drive site or store traffic and develop loyalty. Email marketing can be used to increase sales, drive traffic and improve customer loyalty. Email marketing has a response rate 5 times greater than direct mail and 25 response rate of banner ads.
  • Newsletters - are usually sent consistently weekly or monthly. A way to keep in touch with your customers, keep your brand on their mind. Promotions – If you’re running a special or coupon for your subscribers – you can let them know that a ‘perk’ of being on your email list is to get special offers. Events – Special events
  • Spam is a world-wide problem. Companies are trying to eliminate spam due to its effect on employee production. In trying to filter out spam, some companies may inadvertently mark a legitimate email communication as spam. This is known as a False Positive. Given the impact of spam, response rates can still be 40%.
  • Spam is a world-wide problem. Companies are trying to eliminate spam due to its effect on employee production. In trying to filter out spam, some companies may inadvertently mark a legitimate email communication as spam. This is known as a False Positive. Given the impact of spam, response rates can still be 40%.
  • Choose from hundreds of templates in dozens of categories.
  • Add signup option to home page, and most frequently visited pages. Let customer choose what to receive. Let them know what they’re getting. Don’t ask for too much personal information. Consider asking them to retype their email address to avoid typos. Post privacy policies.
  • Use this checklist to make sure your email campaigns reflect your brand. Branding is all the graphical elements that tie your identity together. It's your logo, your slogan, and the colors, fonts, and images you use on your business cards, brochures, letterhead, in advertising, on your website, and in your email communications. Get a sense of how many elements you'll want to include in your campaign, then choose a template with the right number of columns and boxes. The idea is to make sure people who open your emails see your logo right away. Use the same logo colors and treatment that you use on your website and in other media. Choose colors that complement your website color scheme. Use Graphics and Photos Graphics and photos can bring your email content to life. Use them wisely. Email is considered a less formal means of communication, so it's OK to be conversational. But don't stray from your core message. Be authentic, always. Don't forget about Facebook, Twitter, and other social networking websites!
  • Email Marketing

    1. 1. Email Marketing Presented by Mia Lee Wichita Area Technical College Derby Chamber of Commerce
    2. 2. Which Generation Uses Email
    3. 3. It's all about Communication <ul><li>Key to building profitable customer relationships </li></ul><ul><li>Many tools to choose from </li></ul><ul><li>Email marketing is the easiest, most cost effective and immediate way to reach out to your customers on a regular basis. </li></ul>
    4. 4. A Success Story
    5. 5. Terms <ul><li>Above-the-fold </li></ul><ul><li>Auto Responder </li></ul><ul><li>Campaign </li></ul><ul><li>Click-through Rate (CTR) </li></ul><ul><li>False Positive </li></ul><ul><li>Opt-in </li></ul><ul><li>Preexisting Business Relationship </li></ul>
    6. 6. Very Basic Differences <ul><li>Plain text vs. HTML </li></ul><ul><li>Can be tracked </li></ul><ul><li>Can be integrated with your website </li></ul><ul><li>Can be targeted </li></ul>
    7. 7. A Text Email
    8. 8. An HTML Formatted Email
    9. 9. Why Email Marketing <ul><li>It's fast </li></ul><ul><li>It's easy </li></ul><ul><li>It's affordable </li></ul><ul><li>It's targeted </li></ul><ul><li>It's effective </li></ul><ul><li>It’s data driven </li></ul>
    10. 10. Email Marketing - Ideas <ul><li>Newsletters </li></ul><ul><li>Promotions </li></ul><ul><li>Events </li></ul><ul><li>Company announcements </li></ul><ul><li>Press releases </li></ul><ul><li>Educational resources </li></ul>
    11. 11. KS Humane Society
    12. 12. Keller Williams Realty
    13. 13. Derby Chamber of Commerce
    14. 14. Unified Party Bus
    15. 15. Get Started <ul><li>Choose an Email Service </li></ul><ul><li>Plan your campaign </li></ul><ul><li>Create your content </li></ul><ul><li>Add your list </li></ul><ul><li>Send your email </li></ul><ul><li>Monitor your results </li></ul><ul><li>Interact with customers </li></ul>
    16. 16. Choose an Email Service <ul><li>Constant Contact </li></ul><ul><li>iContact </li></ul><ul><li>Vertical Response </li></ul>
    17. 17. Plan Your Campaign <ul><li>Strategy </li></ul><ul><li>Purpose </li></ul><ul><li>Audience </li></ul><ul><li>Type of message </li></ul><ul><li>Timing </li></ul><ul><li>Consistency </li></ul>
    18. 18. Create Your Content <ul><li>Subject line should say why you’re emailing </li></ul><ul><li>Cut to the chase right away </li></ul><ul><li>Include a clear call to action </li></ul><ul><li>Delete every word that is not essential </li></ul>
    19. 19. Choose a Template
    20. 20. Create your list <ul><li>Import from Excel </li></ul><ul><li>Collect via website </li></ul><ul><li>Add contacts manually </li></ul>
    21. 21. Monitor Your Results <ul><li>Track your opens and clicks </li></ul><ul><li>Segment the results </li></ul><ul><li>Think “Quality” not “Quantity” </li></ul><ul><li>Respond appropriately to targeted groups </li></ul><ul><li>Ask ‘never opens’ if they’d like a different communication channel, offer to remove them </li></ul>
    22. 22. Monitor Your Results
    23. 23. Interact With Your Customers <ul><li>Call to Action </li></ul><ul><li>Survey or Poll </li></ul><ul><li>Coupons </li></ul>
    24. 24. Build Your List <ul><li>Sign up box on website </li></ul><ul><li>Ask customers for their email (by phone or in person) </li></ul><ul><li>Offer incentives for signing up </li></ul><ul><li>Partner with another business </li></ul><ul><li>Promote signup in your printed materials </li></ul><ul><li>Add link to signup in email signature </li></ul>
    25. 25. Build Your List <ul><li>Add fishbowl for business cards </li></ul><ul><li>Print a signup sheet </li></ul><ul><li>Print survey or contest link on retail receipt </li></ul><ul><li>Tweet your newsletter </li></ul><ul><li>Add sign up to Facebook </li></ul><ul><li>Use LinkedIn discussion groups </li></ul>
    26. 26. Sign Up form <ul><li>Add signup option to website </li></ul><ul><li>Let customer choose what to receive </li></ul><ul><li>Let them know what they’re getting </li></ul><ul><li>Don’t ask for too much personal information </li></ul><ul><li>Retype email address to avoid typos </li></ul><ul><li>Post privacy policies </li></ul><ul><li>Consider auto responder </li></ul>
    27. 27. Sign up Form on website
    28. 28. Sign up Form Options
    29. 29. Email Branding Checklist <ul><li>Choose a template that fits your content </li></ul><ul><li>Upload your logo - link to your site </li></ul><ul><li>Match colors and fonts </li></ul><ul><li>Use images, photos </li></ul><ul><li>Keep tone and message consistent </li></ul><ul><li>Carry message throughout social media </li></ul>
    30. 30. Can Spam Compliance <ul><li>Federal anti-spam requires: </li></ul><ul><li>A valid &quot;From&quot; address </li></ul><ul><li>A straightforward &quot;Subject&quot; line </li></ul><ul><li>An unsubscribe/opt-out link and/or instructions and a physical address </li></ul><ul><li>Unsubscribes be processed within ten days of receipt. </li></ul>
    31. 31. A Success Story
    32. 32. Takeaway <ul><li>Nurture subscribers over time </li></ul><ul><li>Remember their preferences and interests </li></ul><ul><li>Keep in touch with them on a regular basis </li></ul><ul><li>Let them know you value their business </li></ul>
    33. 33. Suggested Reading
    34. 34. Receive Link to Presentation <ul><li>Text email to 59925 </li></ul>
    35. 35. Follow Us <ul><li>Mia is @Webbiegirl on Twitter and on web </li></ul><ul><li>WATC is @WatcWichita on Twitter and on web </li></ul><ul><li>Hosted by at </li></ul><ul><li>This presentation is online at </li></ul>
    36. 36. Resources <ul><li>Who’s Online and why are they going there? </li></ul><ul><li>The New Old Age </li></ul><ul><li>Generational 2009 Charts </li></ul><ul><li>Planning an email marketing campaign </li></ul>