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Page 1: Lincs Business networking presentation

Welcome

Wednesday, 29 June 2011

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Agenda

• 9:00     Introductions

• 9:15     10 Marketing planning tips. Presented by Joanne Willson. FIll The Gap Marketing

• 9:25     Speed networking 1st session

• 9:50     10 Ways from Cold to sold. Presented by Gary Gorman. 

• 10:00   Speed networking 2nd session

• 10:25  " Email Marketing Basics. Presented by FIona Debell. QMailer

• 10:35   AOB

• 10:45   Close

Wednesday, 29 June 2011

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History of the group

• Started on LinkedIn March 2011

• Fastest growing Networking group for the East Mids

• June 2011 Rebranded BizMidlands

• Reach - Lincs, Notts, Leics, Derbys

• 256 engaged members

• May 2011 Twitter and Facebook page launched

• JuneWebsite

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Groups Objectives

• To connect businesses across the region

• To provide a platform to promote its members

• To provide low or no cost marketing initiatives

• To attract business for its members

• To offer help and guidance

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How can you help.• Register your business on BizMidlands.co.uk

• Join the group on LinkedIn

• Follow @BizMids on Twitter

• Post discussion on LinkedIn

• Connect on Facebook (search BizMidlands)

• Tweet the event #BizMids @BizMids

• Encourage your contacts to join in

• Connect to each other

• Write a review of the meetingWednesday, 29 June 2011

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What’s happening?

• New identity

• New website

• Business show

• Retail site coming soon

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New Identity

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New Identity

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Badges

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Badges

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New website

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BizGen Conference & Expo

Tuesday 25th October 2011

9:00 - 5:00

The Showroom Lincoln

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BizGen Conference & Expo • Expert guest speakers in the “Learn

Zone”

• Four speed networking sessions

• Four boardroom sessions (ask the experts)

• 35+ business exhibitions

• Dozens of give-aways to visitors including an iPad 2

• Charity auction

• Charity raffle

• Free to attend

• Free speed networking

• Free business help

• Free training

• Free workshops

• Free business ideas

• Make new contacts

• Learn new ways to promote your business

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The Learn Zone• Getting the most from LinkedIn

• Using LinkedIn as a lead generator

• Prospecting on Twitter

• Leverage Facebook and build your prospect list

• Social media for SME’s

• Financing and your business

• Step by step guide to local SEO

• Step by guide to building a blog from scratch

• Blogging for businessWednesday, 29 June 2011

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Confirmed speaker

Joseph Bushnell is a Social Media & Internet Marketing Consultant. He currently has over 100,000 Twitter followers and 20,000 Fans on his Facebook page.

He speaks all over the country and gives training to SMEʼs and local business owners showing them how they can get their message out there, how to find more leads ,earn more repeat business and ultimately make more sales online.

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Other speakers

• Expert blogger/journalist

• Certified LinkedIn professional

• Expert in SEO for local business

• SME Legal

• SME Accountant

• Sales and Marketing specialist

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57,000 businesses across the region

• Only one exhibiter per category

• Competitive pricing model

• Meet 100s of businesses

• Free speed networking

• Showcase your business

• Make new contacts

BizGen Conference & ExpoWhy should you exhibit?

• Obtain more leads

• Full day event

• Heavily promoted

• Show your expertise in the “Boardroom”

• Guest speaker opportunities

• Featured listing in the show guide

• Listing in the post show email campaign

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Price

“One size” space from only £185

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Promotion• Facebook ads and campaign

• LinkedIn campaign

• Lincolnshire Echo advertising

• Newark advertiser advertising

• Banner advertising

• Word of mouth campaign

• Twitter campaign

• Email campaign

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Sponsorship opportunities

• Headline sponsor

• Boardroom sponsor

• Speed networking sponsor

• Learn zone sponsor

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Register your interest

Bizmidlands.co.uk/show

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10 marketing planning tipsto get your business growing

Joanne Wilson MCIM

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Marketing is NOT Advertising

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How might we get there?Strategy

How can we ensure arrival?Feedback and Control

Where are we now?Marketing Audit

Where do we want to be?Objectives

Which way is best?Tactics

How to make your business more profitable

The Marketing Plan

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How might we get there?Strategy

How can we ensure arrival?Feedback and Control

Where are we now?Marketing Audit

Where do we want to be?Objectives

Which way is best?Tactics

How to make your business more profitable

The Marketing Plan

Advertising

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Create a Practical Marketing Action Plan (MAP)

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1. Implement a customer feedback form and carry out a customer survey

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2. What do your customers read, watch and listen to? Do they use Google or social media?

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3. Benefits NOT features

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4. Competitor analysis

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5. Scan your market

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6. Set measurable objectives. Know your goals. Be realistic but aim high

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7. Create an action plan

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8. Assign responsibilities and timescales

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9. Communicate the plan

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10. Feedback into the marketing planning process

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How might we get there?Strategy

How can we ensure arrival?Feedback and Control

Where are we now?Marketing Audit

Where do we want to be?Objectives

Which way is best?Tactics

How to make your business more profitable

The Marketing Plan

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Useful marketing information

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Useful marketing information

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Thank you very much

Contact details:-

Joanne Wilson

www.fillthegapmarketing.co.uk

Twitter @jofillthegap

Link in!

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10 WAYS FROM COLD TO SOLD

…IN 10 MINUTES

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10

SPECIALISE

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9Minutes Left

BE DIFFERENT

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8Minutes Left

USE SOCIAL MEDIA

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7Minutes Left

GET SPEAKING

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6Minutes Left

GET BLOGGING

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5Minutes Left

SET UP A

GROUP

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4Minutes Left

SET UP A

CHANNEL

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3Minutes Left

GET TESTIMONIALS

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2Minutes Left

REMEMBER OFFLINE

MARKETING

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1Minute Left

TAKE ACTION!

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0Minute Left

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0Minute Left

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www.qmailer.co.uk

EMAIL MARKETING BASICS

By Fiona Debell

Wednesday, 29 June 2011

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www.qmailer.co.uk

WHAT IS EMAIL MARKETING?

The use of Email to directly market a commercial message to a group of people.

EMAIL MARKETING BASICS

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www.qmailer.co.uk

WHAT IS EMAIL MARKETING?

The use of Email to directly market a commercial message to a group of people.

EMAIL MARKETING BASICS

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WHAT IS EMAIL MARKETING?

The use of Email to directly market a commercial message to a group of people.

EMAIL MARKETING BASICS

Uses:• Advertising, Surveys, Invitations

• Business Requests, Voucher Schemes

• Soliciting Sales or Donations

• Establishing Trust , Expertise or Loyalty

• Brand Building

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www.qmailer.co.uk

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Q.WHY USE EMAIL MARKETING?

A. BECAUSE IT WORKS

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Q.WHY USE EMAIL MARKETING?

A. BECAUSE IT WORKS

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Q.WHY USE EMAIL MARKETING?

A. BECAUSE IT WORKS

• Only organic SEO has a higher ROI

• Email outperforms all other forms of DM, generating an average of £35 for every £1 spent on it in 2010

• After brand familiarity, promotional emails are the 2nd biggest influence on retail website visits

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Q. WHY IT WORKS

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Q. WHY IT WORKS

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Q. WHY IT WORKS

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Q. WHY IT WORKS

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Q. WHY IT WORKS• It allows targeting• It is data driven• It drives direct sales• It builds relationships, loyalty and trust• It supports sales through other channels

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BUT LETS NOT GET CARRIED AWAY…a garden only bears fruit if managed properly, so it is with email marketing.

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BUT LETS NOT GET CARRIED AWAY…a garden only bears fruit if managed properly, so it is with email marketing.

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BUT LETS NOT GET CARRIED AWAY…a garden only bears fruit if managed properly, so it is with email marketing.

GET THE BASICS RIGHT:

• Build a list of people who want to hear from you.

• Craft a great message.

• Ensure the emails get to those on that list.

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Once you have the basics right, there's a whole spectrum of sophisticated tactics you can employ to drive success.

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www.qmailer.co.uk

Once you have the basics right, there's a whole spectrum of sophisticated tactics you can employ to drive success.

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www.qmailer.co.uk

Once you have the basics right, there's a whole spectrum of sophisticated tactics you can employ to drive success.

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www.qmailer.co.uk

Once you have the basics right, there's a whole spectrum of sophisticated tactics you can employ to drive success.

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www.qmailer.co.uk

Once you have the basics right, there's a whole spectrum of sophisticated tactics you can employ to drive success.

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GETTING EMAIL MARKETING RIGHT WILL PAY DIVIDENDS.Every communication represents your brand and your business, so you must:

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GETTING EMAIL MARKETING RIGHT WILL PAY DIVIDENDS.Every communication represents your brand and your business, so you must:

1. Stand Out

2. Have Permission

3. Be Relevant

4. Never Rely Solely on Images

5. Be Aware of Eye-tracking

6. Meet your Legal Obligations

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GETTING EMAIL MARKETING RIGHT WILL PAY DIVIDENDS.Every communication represents your brand and your business, so you must:

1. Stand Out

2. Have Permission

3. Be Relevant

4. Never Rely Solely on Images

5. Be Aware of Eye-tracking

6. Meet your Legal Obligations

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1. STAND OUTGet noticed for the RIGHT reasons.

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1. STAND OUTGet noticed for the RIGHT reasons.

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1. STAND OUTGet noticed for the RIGHT reasons.

• The ‘From’ and ‘Subject’ fields are THE most important

• The ‘Above The Fold’ Appearance will kill or cure

• A table of contents is an ideal start.

• Get your key point into your subject line.

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2. GET PERMISSIONCreate a list of permission based email contacts with whom you communicate.

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2. GET PERMISSIONCreate a list of permission based email contacts with whom you communicate.

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2. GET PERMISSIONCreate a list of permission based email contacts with whom you communicate.

B2C Permission Based Lists Should:

• Be ‘Double opt-in’

• Utilise a Sign Up ‘Data Capture’ process

• Receive Confirmation E-mail

• Receive clear T&C’s at sign-up

B2B Email Marketing is a little different.

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B2B Email Marketing has different legal requirements to B2C.

Understand the difference, but remember you must have permission to send bulk email:

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B2B Email Marketing has different legal requirements to B2C.

Understand the difference, but remember you must have permission to send bulk email:

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B2B Email Marketing has different legal requirements to B2C.

Understand the difference, but remember you must have permission to send bulk email:

• Purchased lists are fine – if they are permission based

• Tell the recipient where you got their details

• Personalise your message, use Salutations, Company Name, location etc. • Include an ‘Unsubscribe’ link in every email sent.

• Remind your recipients who you are, and why they should trust you

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3. BE RELEVANTThe content of your message must be relevant to the recipient

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3. BE RELEVANTThe content of your message must be relevant to the recipient

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3. BE RELEVANTThe content of your message must be relevant to the recipient

Yes - even with permission! • Only send valuable, relevant information

• Do not send information to everyone on your list just because you can

• Send only information that is both useful & expected

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AND MAKE UNSUBSCRIBING EASY…

It’s the law! Failure to include an easy unsubscribe WILL lead to Spam Complaints

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AND MAKE UNSUBSCRIBING EASY…

It’s the law! Failure to include an easy unsubscribe WILL lead to Spam Complaints

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AND MAKE UNSUBSCRIBING EASY…

It’s the law! Failure to include an easy unsubscribe WILL lead to Spam Complaints

• True Email Marketing is NOT Spam

• Manage & track unsubscribes

• NEVER ignore unsubscribe requests

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4. NEVER RELY SOLELY ON IMAGES

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4. NEVER RELY SOLELY ON IMAGES

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4. NEVER RELY SOLELY ON IMAGES

THINK I’LL KEEP DRINKING THEN…

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4. NEVER RELY SOLELY ON IMAGES

THINK I’LL KEEP DRINKING THEN…

If your content makes no sense when the images are disabled, your email will fail.

• Let the images support the text

• NEVER design an email using only images

• Remember around 60% of recipients have images disabled as standard.

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5. BE AWARE OF EYE TRACKING RESEARCH

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5. BE AWARE OF EYE TRACKING RESEARCHWhat is Eye-tracking?

Eye-tracking is a well researched means of establishing the behaviour of web users and email recipients. The information here is based on the Nielsen Approach.

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5. BE AWARE OF EYE TRACKING RESEARCHWhat is Eye-tracking?

Eye-tracking is a well researched means of establishing the behaviour of web users and email recipients. The information here is based on the Nielsen Approach.

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5. BE AWARE OF EYE TRACKING RESEARCHWhat is Eye-tracking?

Eye-tracking is a well researched means of establishing the behaviour of web users and email recipients. The information here is based on the Nielsen Approach.

Heading copy is crucial

This email eye-tracking example shows users scan the headings and, if relevant, click through. They do not read the body copy.

According to Jakob Nielsen, recipients tend to just fixate on the first two words of the headings, so, just as for subject lines, it is the first words that are most important.  

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Eye-tracking and the ‘F’ shape.

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Eye-tracking and the ‘F’ shape.

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Eye-tracking and the ‘F’ shape.

Readers scan down the left side of an Email

The left column is most important. As the Eye-tracking image shows here.

Email Introductions are skipped

Nielsen suggests that email text introductions are skipped according to eye-tracking studies.

Introductions do have their place. They can be used to make the e-newsletter personal and links will get clicks if they are relevant.

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6. MEET YOUR LEGAL OBLIGATIONS (UK)Any business who wants to communicate effectively with customers or clients must:

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6. MEET YOUR LEGAL OBLIGATIONS (UK)Any business who wants to communicate effectively with customers or clients must:

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6. MEET YOUR LEGAL OBLIGATIONS (UK)Any business who wants to communicate effectively with customers or clients must:

• Regularly check out the Information Commissioners Office for updates.

• Know the difference in your subscribers – are they B2B or B2C?

• Process all requests to unsubscribe within one week, (preferably it instantly).

• Use a legitimate “from” name and “from email address”.

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YOUR LEGAL OBLIGATIONS (UK)

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YOUR LEGAL OBLIGATIONS (UK)UK privacy legislation now controls unsolicited commercial e-mail and

SMS to mobile telephones. By law, the receiver is required to 'opt-in', except where companies have a long-term

relationship with them, in which case they may continue to email or SMS on

an 'opt-out' basis.

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YOUR LEGAL OBLIGATIONS (UK)

• Use a valid reply-to address that can function as an unsubscribe mechanism if required.

• Always include your company address as per the Companies Act*.

• Check with all relevant government department websites for rules which apply to you and your clients.

• Always keep one eye on Data Protection legislation

* Recent precedent suggests that a Company Contact Email Address may suffice, but this is not good practice.

UK privacy legislation now controls unsolicited commercial e-mail and

SMS to mobile telephones. By law, the receiver is required to 'opt-in', except where companies have a long-term

relationship with them, in which case they may continue to email or SMS on

an 'opt-out' basis.

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WHO SHOULD BE EMAIL MARKETING?Any business who wants to communicate effectively with customers or clients.

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WHO SHOULD BE EMAIL MARKETING?Any business who wants to communicate effectively with customers or clients.

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WHO SHOULD BE EMAIL MARKETING?Any business who wants to communicate effectively with customers or clients.

Use Email to:

• Send Updates or Bulletins

• Make time limited offers

• Generate Sales

• Increase Customer Engagement

• Maximise Marketing Strategy

• Test Promotions or Product Offers

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WHAT IS PROFESSIONAL EMAIL MARKETING?

The use of an Email service or programme to send email communications

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WHAT IS PROFESSIONAL EMAIL MARKETING?

The use of an Email service or programme to send email communications

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WHAT IS PROFESSIONAL EMAIL MARKETING?

The use of an Email service or programme to send email communications

Services provided include:

• Permission Based List Building

• List Management

• Rich Content Integration

• Campaign Creation

• Unsubscribe Features

• Online Reporting

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WHAT IS ‘LIST MANAGEMENT’?

Your database of customer or client contact information.

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WHAT IS ‘LIST MANAGEMENT’?

Your database of customer or client contact information.

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WHAT IS ‘LIST MANAGEMENT’?

As the list grows:

• Sort

• Edit

• Segment

• Manage

Your database of customer or client contact information.

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WHAT IS RICH CONTENT INTEGRATION?

Rich Content simple means making it look nice – the ‘HTML’ bit.

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WHAT IS RICH CONTENT INTEGRATION?

Rich Content simple means making it look nice – the ‘HTML’ bit.

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WHAT IS RICH CONTENT INTEGRATION?

Rich Content simple means making it look nice – the ‘HTML’ bit.

Why?• Increase Appeal

• Include Graphics & Text

• With caution, include Audio & Video

• Use pre-made, editable templates

• Reinforce your brand

• Stand out in the in-box

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CAMPAIGN CREATION?

Putting the data together with the content to create a campaign.

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CAMPAIGN CREATION?

Putting the data together with the content to create a campaign.

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CAMPAIGN CREATION?

Putting the data together with the content to create a campaign.

Organise by:

• Theme

• Branding

• Schedule

• Audience

• Desired Outcome

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ONLINE REPORTING

Measure your statistics and know your desired outcomes before you send and you can measure success and your ROI

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ONLINE REPORTING

Measure your statistics and know your desired outcomes before you send and you can measure success and your ROI

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ONLINE REPORTING

Measure your statistics and know your desired outcomes before you send and you can measure success and your ROI

• Measure Open Rates (indicative)

• Monitor Clicks & Interests

• Segment data based on activity

• Send relevant information based on engagement

• Manage the Data and integrate with your off line activity

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USING AN ESP

An ESP is an Email Service Provider. A good ESP will simplify your Email Marketing.

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USING AN ESP

An ESP is an Email Service Provider. A good ESP will simplify your Email Marketing.

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USING AN ESP

An ESP is an Email Service Provider. A good ESP will simplify your Email Marketing.

So you have:

• Better Business Communication

• Targeted Marketing

• Automated Strategic Marketing

• Response Marketing

• Cost effective Marketing

• Integrate on / off line Marketing

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Think of email as the digital equivalent of:

• Direct mail• A print newsletter• Advertising in subscriber based magazines and

newspapers

The important difference is ‘PERMISSION

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Done well Email marketing will:

• Support database integration & segmentation • Generate on-the-fly emails customised to an individual recipient

• Generate actionable data to refine your approach

• Generate immediate action: sales, downloads, enquiries, registrations

• Inform - send people to offline premises and events

• Prepare the way for catalogues, build awareness, contribute to branding

• Strengthen relationships, encourage trust and cement loyalty

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Page 148: Lincs Business networking presentation

www.qmailer.co.uk

Done well Email marketing will:

• Support database integration & segmentation • Generate on-the-fly emails customised to an individual recipient

• Generate actionable data to refine your approach

• Generate immediate action: sales, downloads, enquiries, registrations

• Inform - send people to offline premises and events

• Prepare the way for catalogues, build awareness, contribute to branding

• Strengthen relationships, encourage trust and cement loyalty

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GET THE CONTENT LAYOUT RIGHT:

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GET THE CONTENT LAYOUT RIGHT:The ‘Above the Fold’ content is key. One big Image is not a good start. Consider the ‘In-Box’ Appearance, not the page layout.

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GET THE CONTENT LAYOUT RIGHT:The ‘Above the Fold’ content is key. One big Image is not a good start. Consider the ‘In-Box’ Appearance, not the page layout.

Sample Layout ‘Newsletter’ Style

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GET THE CONTENT LAYOUT RIGHT:The ‘Above the Fold’ content is key. One big Image is not a good start. Consider the ‘In-Box’ Appearance, not the page layout.

Sample Layout ‘Newsletter’ Style

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GET THE CONTENT LAYOUT RIGHT:The ‘Above the Fold’ content is key. One big Image is not a good start. Consider the ‘In-Box’ Appearance, not the page layout.

Sample Layout ‘Newsletter’ Style Sample Layout ‘Retail’ Style

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www.qmailer.co.uk

GET THE CONTENT LAYOUT RIGHT:The ‘Above the Fold’ content is key. One big Image is not a good start. Consider the ‘In-Box’ Appearance, not the page layout.

Sample Layout ‘Newsletter’ Style Sample Layout ‘Retail’ Style

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If you do nothing else do these 3 things:

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If you do nothing else do these 3 things:

1. Get the Data in Order

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If you do nothing else do these 3 things:

1. Get the Data in Order2. Get the From & Subject Right

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If you do nothing else do these 3 things:

1. Get the Data in Order2. Get the From & Subject Right3. Make the ‘Above the Fold’ content compelling

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If you do nothing else do these 3 things:

1. Get the Data in Order2. Get the From & Subject Right3. Make the ‘Above the Fold’ content compelling

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Who am I?

Fiona DebellClient Services Director – QmailerEmail me: [email protected] me: @fionadebell

What do I know?

10 years in Email Marketing.Email Marketing Strategist & Trainer.

What is Qmailer?

Qmailer is an ESP – Email Service Provider.Qmailer is part of the suite of web tools from Q Web Development.

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Thank you

BizMidlands.co.uk

[email protected]

@bizMids

Lincolnshire and Nottinghamshire Business Network

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