3. How to make your online marketing work for your business: email marketing

Next: EmailMarketing

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Effective email marketing

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Ignore at your peril

What is emailmarketing?

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Reasons for using email

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Karl Murray, ingage.ie

Golden rules when using email

• Make it relevant

• Don’t forget to engage

• Timely

• Deliver to specific groups or sub groups

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What?

Of users use email daily

Compared with 57% of FacebookusersExact Target Channel Survey: 2012

Fact

91%

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What?

Of people made a purchase as aresult of a marketing messagevia email.

Compared with 20% of FacebookusersExact Target Channel Survey: 2012

Fact

66%

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What?

41$ return on investmentDMA: 2011

http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/

Fact

1$Spent on email marketing

http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM

RoI comparison

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0

5

10

15

20

25

30

35

40

45

Telemarketing DirectMarketing

Direct Mail NewspaperAds

OnlineMarketing

e-mailMarketing

6

1216 17

24

41

Return on Investment

Return on Investment

E-zine application/platforms

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E-zine Do’s and Don’t s

• Always get permission

• Always link back to website

• Give ‘unsubscribe’ option

• Include postal address & reply email

• Don’t buy email lists

• Never share lists

• Be Content aware!

• Don’t spam

– Spam is in the eye of the beholder

• No attachments

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Build your lists

• Signup on website– Add subscribe from– Offer a benefit– Ask for the ‘must haves’

• Tradeshows, events,• Sales calls • Facebook sign ups to ezine

– E.g. MailChimp/FB integration

• Customers - Online / Offline

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Build your lists

• Quality NOT Quantity• SEGMENT your list

– Gender, Age, Geography– History– Customer status– Other

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http://ico.org.uk/for_the_public/topic_specific_guides/marketing/texts

Content Content Content ...

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• Personalise it with Merge fields– ‘Hi Simon,’

• Avoid– ‘Free’

– ‘Discount’

– ‘Offer’

• Don’t shout with Red

• DON’T SHOUT WITH CAPITALS

• Leave out over-punctuation!!!!!!!!!!!!!!!!

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When you’re in design mode...

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• Keep HTML Emails to 500-600 Pixels in width

• Always – ‘Click here’ to view it in your browser

• Don’t Depend on Images for message delivery

• Beware of special characters in your emails

• Test the end product on different email clients

• Never design and send as one big image

When you’re in design mode...

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• Eye-catching Subject Line

• Calls to Action

• Links back to website


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http://www.pinterest.com/pin/219480181816146398/


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• When to deliver

– Tues/Wed 11 am

– Never Friday

• Except.....

• Analyse your data

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Analyse your Data...

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Business

3. How to make your online marketing work for your business: email marketing