introduction to email marketing · email marketing platforms twitter @marybowling...

Introduction to Email Marketing

Mary Bowlingwww.IgnitorDigital.com

http://localu.org/

Collecting Email Addresses?

Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com

What Are You Doing With Them?

What Is Email Marketing?

Communicating via email with people who have given you

PERMISSION

Why Use Email Marketing?

Email Marketing has the

Average ROI $87 return on every dollar spent!

(return on investment) of all online marketing methods!

BEST ROI

Constant Contact says:4X ROI of direct mail marketing

Why Use Email Marketing?

To stay in contact with your

and others who haveCURRENT CUSTOMERS

EXPRESSED INTERESTJoe, you can email me!

Email Marketing = Engagement

It’s more about

with people not just about selling

ENGAGING

Email Marketing = Engagement

To them it feelsPERSONAL

For you, it’s very EFFICIENT

Why Engage With Current Customers?

Costs about

to gain a new customer than it does to keep a

current customer

6 X MORE MONEY

Joe’s good. I’ll use him

again.

Current customers refer new customers to you

along with their

RECOMMENDATIONI go to Joe.

Try him!

Repeat customers

with you than new customersSPEND MORE MONEY

I trust Joe. What else can he do for me?

Why Use Email Marketing Software?

EASIER•Support and training•Professional back up•More professional-looking•Better, more consistent branding•Better formatting for more visually appealing emails

INDUSTRIAL STRENGTH•Send more emails at once•Get better delivery rates•Get tracking metrics

(And track website actions from email via Google Analytics)

LIST MANAGEMENT•Integrates with your forms•Adds subscribers•Removes unsubscribers•Deals with bounce backs•Easy list segmentation

CAN-SPAM COMPLIANCE•Keep off of spammer lists•Don’t annoy people•Stay out of legal trouble

http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business

Email Marketing vs Email Spam

Don’t email market without understanding that it’s

and knowing the PERMISSION-BASED

that govern itREGULATIONS

Email Marketing vs Email Spam

RECIPIENT DECIDESwhat is spam, not the sender

If it’s something they want to see, it’s not spam

I LIKE getting Joe’s coupons every month

I HATE getting Joe’s long, salesyemails every day

Choosing Email Marketing Software

Choosing Email Marketing SoftwareChoosing Email Marketing Software

• Mail Chimp • http://www.mailchimp.com/

• iContact• https://www.icontact.com/

• Campaigner• http://www.campaigner.com/

• Vertical Response• http://www.verticalresponse.com/

SOME CHOICES:

Email Marketing Platforms

COSTS VS NEEDS• Free or Free Trial

• Try before you buy

• Pay As You Go• Pay for what you need when you need it

• Monthly subscription • (often less than $10/mo)

• List size• More addresses cost more

• Free templates

• Tutorials, training materials

• Mobile-friendly emails

• Online Support

• Done for You backup

FEATURES TO CONSIDER

Collecting Email Addresses

• Use online forms• LINK to these forms from other

online places • Facebook, Twitter, LinkedIn, etc.

• Enable texting to join your list• Ask people on the phone• Collect at your business location

• Collect at EVENTS where you are speaking, networking, exhibiting, etc

• Get EXPLICIT permission to email people

Consider offering

in exchange for an email address

SOMETHING OF VALUE

I‘ll give Joe my email address if he gives me a discount

Email Address Magnets

FreebiesCouponsDiscount codesLoyalty perksE-booksWhitepapersUseful Tools

Insider TipsStatisticsGuidesHow To’sFAQsContest EntriesVIP Status

Walk Before You Try to Run

Then try more complex features and sophisticated campaigns

• Auto responders

• Drip campaigns

• List segmentation

GET THE BASICS, FIRST

Always Check Before Sending

HAVE SOMEONE ELSE PROOF READ IT

then mail it to yourself

What’s Next?

COLLECT EMAIL ADDRESSES

even if you’re not sure what to do with them, yet

What’s Next?

Think about how to leverage it to engage, build

relationships and gain trust with current and prospective customers

ALREADY HAVE A LIST?

THANKS!

IgnitorDigital.com

Mary Bowling

LocalU Blog and Forumhttp://localu.org/

introduction to email marketing · email marketing platforms twitter @marybowling...

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