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Email Marketing


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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>