Email Marketing Presetation

by David Caruso

• Can You Be or Are You Already an Email Marketer?

• Demystify Email Marketing

• x 7 Advantages of Email Marketing

• Tools Needed for Effective Email Marketing

• x6 Steps to Create a Winning Email Strategy

• Real World Example - 1 Email - $1782.00

TODAY’S OBJECTIVES

Last 12 months - 86 686 Marketing Messages Last 3 months- 27 300 Marketing Messages

Direct Mail Cost $104 023

Online Emailing Cost

US$600

In the past, relationship marketing was primarily done through direct marketing initiatives. These proved to be too expensive for small businesses to use effectively...

Email marketing drastically changed the economics making relationship marketing viable for businesses of all sizes and types – saving time and money!

WHY Email Market?WHY Email Market?

Everyone is doing it!

• 75% of businesses have email lists

• 13% of total marketing budget is

spent on email

When asked what consumers would

like email to replace:

• 54% replace telemarketing

• 45% replace in-person sales calls

• 40% direct mail

Source: Association for

Interactive Marketing, DoubleClick Study

E-MAIL ME THAT

When asked e-mail usage in daily

Business activities, 85% said they

use e-mail to communicate with

customers, 80% said they

communicate with partners and

business associates via e-mail,

and 67% e-mail potential buyers

Source: Interland

WHY Email Market?WHY Email Market?

Demystifying Email Demystifying Email MarketingMarketing

SMALL BUSINESS

SPAM

Email Marketing ONLINE

Direct MailOFFLINE=

ViralE-zine / E-newsletter

HTML EmailOpt Out /UnsubscribeBounces – Soft & HardEmail MarketingPermission Based / Opt In

=======

=

=

== Word of Mouth

Conversion RateClick Through Rate


=Dynamic EmailAuto Responder

NO JUNK MAILSPAM

Email Marketing ONLINE

Direct MailOFFLINE=

ViralE-zine / E-newsletter

HTML EmailOpt Out /UnsubscribeBounces – Soft & HardEmail MarketingPermission Based / Opt In

=======

=

=

== Word of Mouth

Requests to Stop

Returned MailDirect MailSign Ups / People Expecting

NewsletterColour Brochure

Conversion RateClick Through Rate Enquiries

ROI / No. of Sales


=Dynamic Email

Automatic Letter ResponseAuto ResponderLetterhead

1. Targeted

x7 Advantages of Email x7 Advantages of Email MarketingMarketing

2. Build Relationships

Sales & ProfitsInvestment ($ and time)

Most new andgrowing businessesfocus on acquisition

Most profits are generated by repeat customers



1. Targeted



3. Low Cost – Instantaneous @ the Moment

4. Flexible

5. Personal

6. Provides Instant Measurable Results

7. Tangible

1. Centralised Contacts Database

6 Essential Tools for You & Your Staff

2. Database JPEG Images

3. PDF Files

4. A Dynamic Email the Letterhead of the 21st Century

5. Writing Training

Tools of the Trade – 1 on 1Tools of the Trade – 1 on 1

From: xxxxxx Sent: Monday, 28 May 2007 8:17 PMTo: [email protected]: re: snow machine hire

hi. i'm one of the leaders at xxxxxxxxxx st (HYS). in about 3 weeks time we are going to have a bit of a snowboard showcase in the carpark behind the st marys church. we are planning on getting some snow from the ice rinks (penrith and maybe blacktown) so that we can set up a table top to ride (me and a mate of mine). it'd be sick to get a snow machine too, because most, if not all, of the kids that will rock up on the friday night will never have seen snow before. it'll be a tripper for them... i'm just wondering how the snow machine works, how much snow it produces (keeping in mind that we'll get heaps from the ice rinks), what the cost would be to hire it and if you guys can swing any kind of deal for us? let us know. thanks heaps.

xxxxxxx.

6. Scripts

Tools of the Trade – Mass Email Tools of the Trade – Mass Email MarketingMarketing

Email marketing services automate best practices

Free 60-day Trial

• Provide easy-to-use templates.

• Send readable formats – HTML and/or Text

• Handle unsubscribe links required by law

• Ensure email delivery, tracks results,

• Create campaigns

• Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes

BCPBusiness Cross Pollinisation

Exchange of Valueon your website

Collect Business CardsTrade Shows / Sales Calls

Networking Events

Data MiningBe SPAM Act Compliant

Centralised Database

Website Signup

Creating A Winning Email Creating A Winning Email StrategyStrategy

1. Collect Email 1. Collect Email Addresses Addresses

http://www.vistaprint.com/vp/ns/bchome.aspx

2. Determine an Appropriate Format2. Determine an Appropriate Format

• Newsletters– Frequency: monthly / quarterly– Lots of educational content

(typically non-promotional)

• Promotions– Frequency: bi-weekly / monthly– Focus on promotion / limited content– 2, 4, 6 product promotions, coupons

• Announcements– Frequency: event driven– Promotional or educational with targeted

message– Invitations, special events


Beware of HTML EmailsBeware of HTML Emails

3. Determine a Frequency & Delivery3. Determine a Frequency & Delivery

• Objective: Maximum impact/Minimum intrusion

• How often to send Create a schedule Include frequency in online sign-up “Monthly Newsletter” Coordinate for maximum impact Newsletters (monthly / quarterly) Announcements / Event Invitations (as needed)

• When to send When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test, test, test


Day Time Open Rate

Tuesday / Wednesday 11:30am - 11:30pm 50-62%

Thursday 3:30pm 34-44%

Friday 9:30am 18%


4. Getting Email Opened4. Getting Email Opened

• The “From” line - Use a name the recipient will recognise

Include your company name or brand The clearer the better

- The shorter the better - Be consistent

• 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 - Capitalise and punctuate carefully - Test!

60% of consumers say the

"from" line most often

determines whether they

open an email or delete it.

Source: DoubleClick


5. Your Legal Responsibility5. Your Legal Responsibility

SPAM1. Consent

2. Identify

3. Unsubscribe


6. Evaluate Your Results6. Evaluate Your Results

• What influences the open rate?

– From / Subject line

– Delivery day / time

– List overuse, age or quality

• Why did people click through?– Call-to-action or offer– Copy

• What are they interested in?– What links did they click on?


7. Landing Pages7. Landing Pages

44% Open Rate

& we booked x5 people into the

course @ $356.40 each

Questions&

Answers