how to use email marketing to make your customers love you

30
to make L O V E how to use YOU Email Marketing Your Customers Friday, October 18, 13

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Slide presentation from Senator Leahy's WEOC conference, Oct 2013

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Page 1: How to Use Email Marketing to Make Your Customers LOVE You

tomake

L O V E

how to use

YOU

E m a i l M a r k e t i n g Your Customers

Friday, October 18, 13

Page 2: How to Use Email Marketing to Make Your Customers LOVE You

What exactly IS email marketing?

Friday, October 18, 13

Page 3: How to Use Email Marketing to Make Your Customers LOVE You

What exactly IS email marketing?

It’s Not This...

Friday, October 18, 13

Page 4: How to Use Email Marketing to Make Your Customers LOVE You

What exactly IS email marketing?

It’s Not This...

Friday, October 18, 13

Page 5: How to Use Email Marketing to Make Your Customers LOVE You

So what is it, really?

“Email marketing is the business practice of sending an email to people on a list in the hopes of selling them a product or service.

The primary intent is to establish loyalty, trust and brand awareness.”

...and why do we use it?

Friday, October 18, 13

Page 6: How to Use Email Marketing to Make Your Customers LOVE You

For lots of reasons...

Friday, October 18, 13

Page 7: How to Use Email Marketing to Make Your Customers LOVE You

For lots of reasons...

- it's cost effective

Friday, October 18, 13

Page 8: How to Use Email Marketing to Make Your Customers LOVE You

For lots of reasons...

- it's cost effective- it's delivered instantly

Friday, October 18, 13

Page 9: How to Use Email Marketing to Make Your Customers LOVE You

For lots of reasons...

- it's cost effective- it's delivered instantly- you can track data

Friday, October 18, 13

Page 10: How to Use Email Marketing to Make Your Customers LOVE You

For lots of reasons...

- it's cost effective- it's delivered instantly- you can track data- it's permission based

Friday, October 18, 13

Page 11: How to Use Email Marketing to Make Your Customers LOVE You

For lots of reasons...

- it's cost effective- it's delivered instantly- you can track data- it's permission based - you can automate it

Friday, October 18, 13

Page 12: How to Use Email Marketing to Make Your Customers LOVE You

For lots of reasons...

- it's cost effective- it's delivered instantly- you can track data- it's permission based - you can automate it - relationship building

Friday, October 18, 13

Page 13: How to Use Email Marketing to Make Your Customers LOVE You

For lots of reasons...

- it's cost effective- it's delivered instantly- you can track data- it's permission based - you can automate it - relationship building - it can boost sales

Friday, October 18, 13

Page 14: How to Use Email Marketing to Make Your Customers LOVE You

For lots of reasons...

now let’s talk about HOW...

- it's cost effective- it's delivered instantly- you can track data- it's permission based - you can automate it - relationship building - it can boost sales

Friday, October 18, 13

Page 15: How to Use Email Marketing to Make Your Customers LOVE You

Tools at your disposal

Friday, October 18, 13

Page 16: How to Use Email Marketing to Make Your Customers LOVE You

Set Yourself Up for Success

DEVELOP A STRATEGY

Friday, October 18, 13

Page 17: How to Use Email Marketing to Make Your Customers LOVE You

Set Yourself Up for Success

WHO WHAT WHEN HOW / HOW OFTEN

DEVELOP A STRATEGY

Friday, October 18, 13

Page 18: How to Use Email Marketing to Make Your Customers LOVE You

Keys to good subject lines

Friday, October 18, 13

Page 19: How to Use Email Marketing to Make Your Customers LOVE You

Keys to good subject lines

- Keep them short and to the point - 50 characters or less

Friday, October 18, 13

Page 20: How to Use Email Marketing to Make Your Customers LOVE You

Keys to good subject lines

- Keep them short and to the point - 50 characters or less- words not to use (free, help, percent off, reminder)

Friday, October 18, 13

Page 21: How to Use Email Marketing to Make Your Customers LOVE You

Keys to good subject lines

- Keep them short and to the point - 50 characters or less- words not to use (free, help, percent off, reminder)- personalization - does not help open rates and can backfire

Friday, October 18, 13

Page 22: How to Use Email Marketing to Make Your Customers LOVE You

Keys to good subject lines

- Keep them short and to the point - 50 characters or less- words not to use (free, help, percent off, reminder)- personalization - does not help open rates and can backfire- localization (providing city/state name) does help open rates

Friday, October 18, 13

Page 23: How to Use Email Marketing to Make Your Customers LOVE You

Keys to good subject lines

- Keep them short and to the point - 50 characters or less- words not to use (free, help, percent off, reminder)- personalization - does not help open rates and can backfire- localization (providing city/state name) does help open rates- don't use the same headline every time

Friday, October 18, 13

Page 24: How to Use Email Marketing to Make Your Customers LOVE You

Keys to good subject lines

- Keep them short and to the point - 50 characters or less- words not to use (free, help, percent off, reminder)- personalization - does not help open rates and can backfire- localization (providing city/state name) does help open rates- don't use the same headline every time- use your name in the “from” line

Friday, October 18, 13

Page 25: How to Use Email Marketing to Make Your Customers LOVE You

Keys to good subject lines

- Keep them short and to the point - 50 characters or less- words not to use (free, help, percent off, reminder)- personalization - does not help open rates and can backfire- localization (providing city/state name) does help open rates- don't use the same headline every time- use your name in the “from” line- pay attention to the pre-header

Friday, October 18, 13

Page 26: How to Use Email Marketing to Make Your Customers LOVE You

Keys to good subject lines

- Keep them short and to the point - 50 characters or less- words not to use (free, help, percent off, reminder)- personalization - does not help open rates and can backfire- localization (providing city/state name) does help open rates- don't use the same headline every time- use your name in the “from” line- pay attention to the pre-header

and be sure to proofread!

Friday, October 18, 13

Page 27: How to Use Email Marketing to Make Your Customers LOVE You

Grow Your Subscriber List

Friday, October 18, 13

Page 28: How to Use Email Marketing to Make Your Customers LOVE You

Use pop-ups sparingly

they’re effective, but they can be annoyingFriday, October 18, 13

Page 29: How to Use Email Marketing to Make Your Customers LOVE You

and please be careful...

seriously, though - spam is a really big deal

Friday, October 18, 13

photo credit: Hubspot.com

Page 30: How to Use Email Marketing to Make Your Customers LOVE You

best practices tips

discussionlive examples

Friday, October 18, 13