Successful Email MarketingSuccessful Email MarketingSuccessful Email Marketing

Jody Birnbaum

Email marketing continues to be one of the most Email marketing continues to be one of the most important andimportant and cost effective wayscost effective ways to communicateto communicatewith customers & prospects. with customers & prospects.

In this seminar you will learn how to integrate customer contact info and other data into a central marketing database, and how to design an e-newsletter that’s inexpensive and easy to publish through the use of web based templates.

Learn how to create e-newsletters that WIN the “inbox”survival test.

� A well designed e-newsletter is the perfect way to:

� Stay on the radar of your clients & prospects

� Spread the word about you and your business

� Establish you as an expert inyour field

� Capture the email addresses of your web visitors

Successful e-newsletters establish powerful

relationships with prospects and clients by delivering

specific and timely benefits.

Successful eSuccessful e--newsletters establish powerful newsletters establish powerful

relationships with prospects and clients by delivering relationships with prospects and clients by delivering

specific and timely benefits.specific and timely benefits.

Benefits of using a web based email marketing service:

Benefits of using a web based email marketing Benefits of using a web based email marketing

service:service:

�� ESPESP’’s and ISPs and ISP’’ss

�� CANCAN--SPAM laws SPAM laws

�� List hosting & managementList hosting & management

�� Technical & support staffTechnical & support staff

�� Proper protocolsProper protocols

�� Results & trackingResults & tracking

�� Templates are preformattedTemplates are preformatted

Reports Reports ……

Metrics

Measures used to indicate progress or achievement.

Contact management ...

where it all begins.

Where are all of your contacts?

Industry software

Microsoft Outlook

Other CRM software

Google, Yahoo & AOL

Imports & Exports

CSV & Mapping Fields

Spheres of Influence

Target Marketing = a higher ROITarget Marketing = a higher ROITarget Marketing = a higher ROI

�� The most successful The most successful marketers know wheremarketers know where

their customers are their customers are coming fromcoming from

�� Proper list hygiene is Proper list hygiene is essential to your successessential to your success

�� Implement a CRM Implement a CRM system that works for system that works for your company your company

�� Keep it simple & easyKeep it simple & easy

Cast a wide net.

Add a sign up box to your website a.s.a.p.

Capture visitor emails thru an ESP link or your webmaster.

Some of the people who should be on your list:Some of the people who should be on your list:Some of the people who should be on your list:

�� ClientsClients

�� ProspectsProspects

�� Professional organizations Professional organizations

�� AssociationsAssociations

�� Banker/CPA/Legal advisorsBanker/CPA/Legal advisors

�� VendorsVendors

�� InvestorsInvestors

�� Civic and Community leadersCivic and Community leaders

�� MediaMedia

�� Friends & FamilyFriends & Family

Your email database will grow quickly as your valuable information is forwarded to friends and associates by your subscribers. This is what’s known as “viral marketing”, and is a powerful tool in getting your message into the hands of potential new customers.

Your email database will grow quickly as your valuable informatiYour email database will grow quickly as your valuable information on is forwarded to friends and associates by your subscribers. Thiis forwarded to friends and associates by your subscribers. This is s is whatwhat’’s known as s known as ““viral marketingviral marketing””, and is a powerful tool in getting , and is a powerful tool in getting your message into the hands of potential new customers.your message into the hands of potential new customers.

Design for Marketing SuccessDesign for Marketing SuccessDesign for Marketing Success

Keep files of your logo & graphics handy.

Take photos of your events & products.

Title & organize your photos in marketing folders.

Use a combination of graphics, photos & text.

Design for skimming & scan-ability

Your readers are in a hurry.

Make it easy for them to find the key info quickly.

Know what you are promoting.

Anticipate the “hot buttons” of your readers.

Play with your words, not with your food!

Write for the light Write for the light

reader.reader.

Convenience & Convenience &

economy rule.economy rule.

Use headlines that grab attention.

Make them laugh.

A little bit of humor lasts a longer time.

Be memorable.

Zero in on specifics.

Every picture tells a story, don’t it?

Telling a story …Telling a story Telling a story ……

… with just a few words.

Telling a story …

… with a few more words.

Go ahead, have some fun …

… be a shameless self promoter, it’s good for business.

Noteworthy Dates in 2008

Martin Luther King Day 01.21.08

Super Bowl Sunday 02.03.08

Ash Wednesday 02.06.08

Valentines Wednesday 02.14.08

Presidents Day Monday 02.18.08

Palm Sunday 03.16.08

St. Pats Monday 03.17.08

Good Friday 03.21.08

Easter Sunday 03.23.08

April Fools Day 04.01.08

Passover Sunday 04.20.08

Admin Prof Week 04.21.08

04.25.08

Mother’s Day Sunday 05.11.08

Memorial Day Monday 05.26.08

Father’s Day Sunday 06.15.08

Summer Solstice 06.21.08

July 4th Friday 07.04.08

Labor Day Monday 09.01.08

Rosh Hashanah Tues. 09.30.08

Yom Kippur Thursday 10.09.08

Columbus Day Monday 10.13.08

Halloween Friday 10.31.08

Thanksgiving Thursday 11.27.08

Hanukkah Monday 12.22.08

Christmas Thursday 12.25.08

New Year’s Eve Weds. 12.31.08

Think like a “marketeer” all year ‘round.

Content must be current.

Delivery should be timely.

Good newsletters have a future.Good newsletters have a future.Good newsletters have a future.

�� Establish relationships with users. Establish relationships with users.

�� Continually deliver benefits. Continually deliver benefits.

�� A sales force that doesnA sales force that doesn’’t tap into your t tap into your

payroll. payroll.

�� Drive more traffic to your website. Drive more traffic to your website.

�� Tantalize the taste buds.Tantalize the taste buds.

If you believe that the key to long term success is the ability to attract, retain and grow your customers … then a successful email marketing campaign must be in your 2008 strategic plan.

If you believe that the key to long term success is the ability If you believe that the key to long term success is the ability to attract, to attract,

retain and grow your customers retain and grow your customers …… then a successful email marketing then a successful email marketing

campaign must be in your 2008 strategic plan.campaign must be in your 2008 strategic plan.

ResourcesResourcesResources

WebWeb

�� caterconsulting.comcaterconsulting.com

�� constantcontact.comconstantcontact.com

�� entrepreneur.comentrepreneur.com

�� silverpop.comsilverpop.com

BooksBooks

Maximum Marketing Minimum Dollars by Kim GordonMaximum Marketing Minimum Dollars by Kim GordonThe Top 50 Ways to Grow Your Small BusinessThe Top 50 Ways to Grow Your Small Business

Permission Marketing by Seth Permission Marketing by Seth GodinGodinTurning Strangers into Friends and Friends into CustomersTurning Strangers into Friends and Friends into Customers

Small is the New Big by Seth Small is the New Big by Seth GodinGodinRiffs, Rants & Remarkable Business IdeasRiffs, Rants & Remarkable Business Ideas

For additional information please contact Jody For additional information please contact Jody BirnbaumBirnbaum

jody@caterconsulting.comjody@caterconsulting.com or 847or 847-- 514514--71667166