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Learn how to utilize email marketing to drive sales, leads, and return customers to your small or local business. Find out how to create and deliver Helpful, Actionable Messages (HAM) via email to give your business a cost effective boost.
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All Ham & No Spam
Email marketing tips and strategies for small businesses.
What i
s
Kutenda?
Agenda
SPAMHAMWhy make HAM?Recipes for making HAMGetting HAM DeliveredFinding HAM Lovers
Let’s talk about that elephant…
What is SPAM?
Spam (spām) - unsolicited bulk commercial electronic mail message
CAN-SPAM
CAN-SPAM defines a "commercial electronic mail message" as "any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service (including content on an Internet website operated for a commercial purpose)." It exempts "transactional or relationship messages."
Realistically, SPAM is just EMAIL
PEOPLE DON’T WANT TO RECEIVE.
That’s why it’s all
about HAM
HelpfulActionableMessages
Why bother making HAM?
Build awarenessBuild rapportGenerate return salesGenerate new leads and sales
2008 study by the Direct Marketing Association, THE ROI FOR EMAIL
MARKETING WAS $48 FOR EVERY DOLLAR SPENT!
Email marketing can make you SERIOUS MONEY.
The funny thing about email…
It’s almost always more cost effective to marketing to current prospects and clients than to keep on trying to find new clients.
Types of HAM
Newsletters
Special Offers/Sales
Webinars
Free Information
Educational
Events
Autoresponders
Email marketing isn’t a one time email…it’s a SERIES OF
MEANINGFUL COMMUNICATIONS
Action Item:Create a list of the marketing
emails you currently send out and a list of marketing emails you know
you should send out.
HAM Recipes
Keep it helpful using TARGETED MAILING LISTS
Segment by:Product lineSales process milestonesCustomer typesBusiness verticalRepeat vs. one-time customers
Action Item:Create a list of the various
segments you’d want to send targeted marketing messages to.
MAKE YOUR EMAIL MESSAGES
ACTIONABLE
If there is no action in your marketing email, is it really worth sending?
No.
Email Actions:Special offersEvaluation/assessmentsWebinarsDownloadsCheck out our…
Action Item:Create a list of offers, events, etc.
that you use to get your clients and prospects to interact with you.
HAM Tips
Subject Line Tips
Identify yourself!
Entice
Include your offer in the subject line
Spend some time on it!
“FROM”Address Tips
Use a “from” that’s recognizable to your
recipients.
Body Content Tips
Image Tips
Not everyone will see your images. Make sure the message
makes sense without them!
Always use “alt” tags to describe the images
Prepare for the
PREVIEW PANE Most important information
should be at the top.
When someone is opting into your emails, give them the option of
having HTML or text only emails.
Every email you send should give recipients the option to
UNSUBSCRIBE
Process Your Unsubscribes
IMMEDIATLY
Always TEST emailsbefore you send them out.
Email Test Checklist:Verify subject line textCheck body content for errorsCheck HTML & non-HTML versionsCheck the overall layoutCheck all imagesCheck to make sure all links work!
Check on multiple providers:GmailHotmailYahoo! MailOutlookApple MailAOL Mail
Landing Pages
If you have an offer in your email, you should have a landing page.
NO HOMEPAGE LINKING
Keep look and feel of your email templates and landing
pages similar.
HAM Delivery
Getting emails reported as SPAM is a common way to get your
emails blocked.
Ask yourself this question:
Is this HAM or SPAM?
Target, Target, Target
Double opt-in increases your deliverability
(not to mention the quality of your list.)
Email Deliverability DON’TS
Excessive punctuation!!!!!!
Mispeld Words
W#rds $pelled W!th $pec!al Ch@r@cter$
Too many images vs.
text
EXCESSIVE USE OF COLORED FONTS AND BACKGROUNDS
Excessively
LARGEorsmall
Fonts
Use an embedded style sheet, not font tags,
where possible.
STOP
Words
AdultGamblingContest relatedMedicalWeight lossFinancialDating
Lookout for
words withmore than
one meaning!
Finding HAM Lovers
Provide sign ups for special offers, newsletters, etc. in your communications and
on your website.
Make it easy for users to share your communications
and your website.
Add opt-ins to your sign-up/purchasing
process.
Give away useful content & collect contact info in the
sign up process.
Run a contest.
Find cross-marketingopportunities.
Build awareness for your email communications
through SOCIAL MEDIA.
Do a webinar!
Offline Engagement
Marketing to a good list is
cheaper than marketing to
get new prospects
That’s it!
What We Covered
SPAMHAMWhy make HAM?Recipes for making HAMGetting HAM DeliveredFinding HAM Lovers
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Kutenda!
Q & A
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