Getting Started With Email Marketing

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Getting Started With Email Marketing
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Learn How to

• Build and manage your email list
• Use permission-based email marketing best
  practices
• Avoid common email marketing mistakes
• Create an effective email campaign
• Measure, and improve campaign results

And, see real examples of how others have put
email marketing to work for their businesses.
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Building and Managing Your List

• Collect email addresses and permission at every
  customer contact point
• Website
• Guest book
• Customer service, sales or support calls
• Invoices, brochures, customer surveysand
  feedback forms
• Tradeshows or events

4
Gathering Customer Interests
You add your own logo and message to subscribers.

• Use data to send your customers only what they
  want
• Learn about your customers interests
• Collect names to personalize emails

You determine your own interest categories and
other data required.
5
Obtaining Permission

• Types of permission
• Opt-in (explicit)
• Purchase (implicit)
• Learn more about permission
• Spam or UCE
• Opt-in Rental Lists
• Cost 15 cents - 40 cents per name
• Buyer beware permission is not for sale!

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How to Email Responsibly

• Remind recipients why they are receiving an email
  from you
• Include unsubscribe or opt-out link
• Allow subscribers to change their preferences
• Post your privacy policy
• Handle unsubscribes
• Monitor your email frequency
• CAN-SPAM Act

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Types of Campaigns

• Newsletters
• Customer letters
• Promotions
• Service announcements
• New product announcements
• Seasonal or holiday promotions
• Coupons
• Holiday greetings
• Invitations

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Example TimeShareValues Newsletter

• Educate and inform
• Position yourself asan expert
• Build relationships and loyalty
• Begin a two-way conversation
• Encourage word-of-mouth referrals

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Newsletter Content Ideas

• Articles
• Relevant news and events
• Your own commentary
• Case studies, testimonials or examples
• "How-to" articles
• Material from clients, vendors or readers
• Frequently asked questions and answers
• Readers Poll

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Example Hats.comProduct Promotion

• Increase sales, appointments and/or traffic
• Introduce new products or sales
• Promote your brand

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Example HyPerformix Company Update

• Inform and promote
• Introduce new services
• Stay in front of customers

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Example Chefpaul.com Holiday Promotion

• Capture customer mind share in shopping seasons
• Announce sales
• Remind customers of upcoming occasions
• Bring customers back

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Creating Your Campaign

• First, set your goals
• How will you measure success?
• Purchase
• Return site visit
• Request for information
• Appointments, etc.

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The From Line

• Use a name the recipient will recognize
• List your company name either in the prefix (the
  part before the "_at_") or the or the domain name.
• Keep it short
• Be consistent

60 of consumers say the "from" line most often
determines whether they open an email or delete
it. Source DoubleClick
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The Subject Line

• Keep it short and simple
• You have 3 seconds or less
• 30-40 characters including spaces (5-8 words)
• Incorporate a specific benefit
• Include your brand
• Capitalize and punctuate carefully
• Test!

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Email Content Copy

• Know your target audience
• Be clear and concise less is more
• Use appropriate graphics
• Use white space effectively
• Proofread
• Capitalize and punctuate carefully

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The Call-to-Action!

• Use more than one
• Link appropriately
• Make them
• Clear
• Easy
• Low or no obligation
• Offer an incentive or reward for action

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A Sense of Urgency
Subject line 48 hour sale up to 30 off!

• Limited time offers
• Limited quantity offers
• Added bonus

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Things to Avoid

• The words free, guarantee, spam, credit card,
  sex etc.
• Try free, spam, etc. instead
• ALL CAPITAL LETTERS
• Excessive punctuation !!!, ???
• Excessive use of click here
• , and other symbols
• No From address
• Misleading subject lines

Example Typical spam From and Subject lines
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Delivery Guidelines
Open
Time
Day

• Day of Week
• Time of Day
• Test!

50 - 62
1100 AM -1230 PM
Tuesday or Wednesday
34 - 44
330 PM
Thursday
18
930 AM
Friday
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Evaluating Your Results

• Sent
• Bounced
• Opened
• Click-through (CTR)
• New subscribers
• Opt-outs

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Interpreting Your Results

• Low open rate?
• Subject line
• Delivery day
• Delivery time
• List overuse, age or quality

• Low click-through rate?
• Call-to-action
• Copy
• Offer

• High un-subscribe/opt-out rate?
• Over-communication
• Poor targeting

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Constant Contact Resources

• Related Books
• Glossary of Terms
• Industry Resources
• Industry Statistics
• Email Marketing 101 On-Demand Webinar Series A
  FREE On-Demand Presentation from Constant
  Contact! A 22-minute flash presentation educating
  you on the fundamentals of email marketing.

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Thank You!
Questions?
Jeffrey Alexander Brathwaite404-298-1061jeff_at_2th
enextlevel.comwww.2thenextlevel.comwww.broadcast
emailexpert.comwww.proemailaddress.com