Email Marketing - Deluxe Small Business Heroes Tour

Increase Your Marketing Return with Email Marketing

Email Marketing Essentials

Go to www.deluxe.com/email for more information

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Why Email Marketing?

AffordableMeasurable

Effective


Myths About Email Marketing

Email marketing is spam

Customers don’t want to receive emails

Email Marketing is expensive


Getting Started with Email Marketing

1) Inform & educate?

2) Increase sales?

3) Drive repeat business?

4) Reduce sales cycle?

5) Inclusion into your marketing mix

Email marketing can help you accomplish your goals

First, Determine Your GOALS



Select an Email Marketing Service Provider

Select an email format– Newsletter– Coupon

Consider Frequency– Weekly– Monthly

Determine Content

PLAN AHEAD

Second, Align Your Goals and Strategy


Promotional Email


Promotional Email


Promotional Email


Educate/Inform Email



Inform/Educate



Third, Execute your three step plan:


How do your customers know you?– By your company name?– By your product?– By your personal name?

Add details in your sender info – Example: EasyContact - Email Marketing

Your Sender Information


How do your customers see you?


Keep it short

Consider your customers (WIIFM)

Avoid– ‘Free’, $$$, ‘Save’, ‘Discount’ – All capitals, Excessive punctuation

Test different subject lines

Ask questions or make a statement

Personalize

Your Subject Line


Useful & Relevant

Simple

Bullet Points

Add Links for More Info

Link to your Social Sites

Your Message


Holiday Greetings

Great Deals

Coupons

Events and Announcements

Drive to Website

Hints and Tips

Ideas for Your Emails


Announcement


Promotion Beauty Salon


Newsletter Retail Sales


‘Click here’ trap

Compelling– What– Why (WIIFM)

Visible– Above the fold– Add social media bugs

What is your “Call to Action”


Use an Email Marketing service

Include your logo

Include images and graphics ( but prioritize content!)– 1 – 2 photos or illustrations– Consistent image type– Professional grade

Use the Preview option

Your look


Where do they come from?– Opt-ins– Website sign-up– Downloadable content– How-to/tips & tricks/coupons– Contests– Social Media– Networking– Tradeshows– Referrals– Guest Book/Fish Bowl

Building Your Customer Email Contact List


Only send to people who know your business Keep your list clean

– Monitor bounces– Fix or remove typos

• and invalid addresses

– Unlikely addresses– Schedule time

Unsubscribe Include your physical address Have a privacy statement

Things You Should Keep in Mind


Bounce Rate

Open Rate

Click Through Rate

Track Sales

ROI – Cost vs. Profit

Measure Your Effectiveness


Open Rate vs Click Rate

High Open/Low Click = not meeting expectations, benefit not clear

Low Open/High Click = subject line, timing or spam

Continuous Improvement– Images vs Text– Short vs. Longer– Subject Lines– Days & Times– Follow Up

Test, Test, Test


Top “Dos” and “Don’ts”

Dos

Ask yourself, “why should a customer sign up for my email?

Run subject line tests

Use social media to increase open rates

Test (subject lines, frequency & timing, content)

Analyze (response rates, who’s responding…

Use clear calls to action

Keep important content “above the fold”

Respect recipients email image blocking and preview panes

Preview your emails before you send them

Source: email experience council

Don’t

Assume something works

Convert print promos directly to

Get complicate your design just because you can

Over or under-mail your lists

Make subscribing or unsubscribing complicated

Say too much in a single email

Forget to use email along with your other communication channels

Forget a ‘landing page’

Ignore your results and reports

Say everything in the subject line


Email Marketing: It’s Easy To Grow Your Business

Go to www.deluxe.com/email for more information