Revving-Up Your High ROI Email Marketing

Larry FournierFourthman Communications

www.fourthmancommunications.com

© 2012 Fourthman Communications.2

Why Email Marketing?

In 2012 The DMA Estimates that Email ROI will be Nearly 40% Generating $70 Billion in Sales.

Are You IN?

© 2012 Fourthman Communications.3

A Few Words About SPAM!

SPAM Risks Include Loss of Clients and Tarnished Reputation.

Don’t Risk It!

© 2012 Fourthman Communications.4

Building an Opt-in Email List

Building an Opt-in List is an Ongoing Marketing Campaign.

Simplify, Simplify, Simplify!

© 2012 Fourthman Communications.5

List Segmentation: Reaching the Right Audience

Segmentation Increases Conversions, Reduces Opt-outs and Encourages Message Forwarding.

Personalize.

© 2012 Fourthman Communications.6

Email Marketing Basics

Email Marketing Is Not a One-size-fits-all Approach.

Act Accordingly!

© 2012 Fourthman Communications.7

Event

Invitations

Newsletters

Autoresponders

Welcome Programs

Cross-Sell & Up-Sell

Nurturing

Customer Satisfaction Programs

Win-Back Programs

Abandonment Programs

Email Marketing Basics – Examples of Programs

© 2012 Fourthman Communications.8

Email Marketing Basics

Build Demand

Increase Web Traffic &

Registration

Drive New & Repeat BusinessCreate Loyalty

Improve Awareness

Build Your Business with Email.

Go With It…

© 2012 Fourthman Communications.9

Email Design Considerations

Email Design is Critical to Deliverability, Click-through and Conversion Rates.

Your Call-to-Action!

© 2012 Fourthman Communications.10

The Importance of Testing

Test. Test and More Testing.

SPAM Filters are Not Your Friends!

© 2012 Fourthman Communications.11

The Importance of Testing

Continual Changes and Adjustments are Needed to Optimize Your Email Effectiveness.

Never Settle!

© 2012 Fourthman Communications.12

Incorporating Social Media into Your Campaigns

Leverage Social Media to Reinforce Email Campaigns!

Socialize Now.

© 2012 Fourthman Communications.13

Measuring Results

Track Behavior from Clicks to Conversions for Campaign Refinement.

Continually Improve Success.

© 2012 Fourthman Communications.14

Measuring Results

Click-through rate

Open rate

Delivery rate

Clicks per link

Clicks per email

Post-click conversion rate

Response by list segment

Revenue per email

Social sharing rate

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Email marketing metrics tracked by % of organizations tracking them

Source: Marketing Sherpa Email Marketing Benchmark Survey

© 2012 Fourthman Communications.15

Summary and Checklist

Well Worth Your Time to Use and Perfect.

Avoid SPAM. Never Buy a List.

Building a Solid Opt-in List is a Constant Marketing Campaign.

Simplify Your Opt-in Registration Form.

Use Segmentation to Target & Personalize.

Test to Optimize Results/Avoid SPAM Filters.

Leverage Social Media in Campaigns.

Track. Measure. Adjust. Repeat!

© 2012 Fourthman Communications.16

For More Information

Fourthman CommunicationsLarry Fournier, Chief Marketing Consultant

Email:fourthman@fourthmancommunications.comOn the Web:www.fourthmancommunications.comPhone:1-508-714-0431