You've Got Mail [And More Customers!] With Email Marketing

Berea Chamber of Commerce May 14th 2014

with Victoria Wilson @mrsbnjcwilson

Hi, I’m Victoria! • BA in English Literature

• Experienced Marketer

• Long-time Writer & Blogger

• New Wife & Mom

• Bad Cook

(just ask my husband)

At A Glance Why Email Marketing?

Writing the Mail

Delivering the Mail

Managing the Mail

Sending More Mail

Best Practices

At A Glance Why Email Marketing?

Writing the Mail

Delivering the Mail

Managing the Mail

Sending More Mail

Best Practices

Clearly, email has changed

since the early AOL days.

(And thank goodness, right!?)

Foul on

the

play!

Today, email marketing has the ability to grow your business in

real, tangible ways and positively impact your bottom line.

“Don’t continue to do what you’ve always done just because it’s easy to do!” -- Ian Minnis, Email Marketing Manager at Security Service Federal Credit Union

Source

Why Email Marketing?

95% of online consumers have an email account.

That means your customers use email!

Source

Why Email Marketing?

According to Hubspot, 91% of consumers check their email daily and about half of consumers prefer to receive commercial messages via email.

Source

Why Email Marketing?

Direct Marketing Association projects that 66% of consumers have made a purchase online as a result of an email marketing message.

Source

Why Email Marketing?

Because of its easy accessibility, email marketing has an ROI of 4,300%.

Source

$ $ $ $ $

Or for every $1 spent, $43.00 is returned.

Why Email Marketing?

Email marketing is: Action oriented (We are trained to do something with an email.)

Measureable (It is easy to get a picture of how your campaign is preforming.

Quality email services track bounce, delivery, open, click through, and unsubscribe rates.)

Simple & Quick (It doesn’t take a lot of time or energy to write an email!)

Source

Convinced?

Email marketing

works!

Are you taking advantage of the opportunities?

At A Glance Why Email Marketing?

Writing the Mail

Delivering the Mail

Managing the Mail

Sending More Mail

Best Practices

Writing the Mail

Don’t (even!) think about clicking ‘send’ unless your message has a:

Catchy Subject Line

Engaging Preheader

Interesting Header

Call To Action (CTA)

Share Option

Detailed Footer

Catchy Subject Line

The subject line of your email should make the reader excited to read more!

• Keep it to 50 characters

• Avoid spammy words like “FREE!” and gimmicks like ALL CAPS, exclamation points!!!!, and $ymbol$

• Make it personal & timely

• Don’t trick your readers

Source

Source Source

Catchy Subject Line

Consider using A/B testing to experiment with effective subject lines for your messages.

Source

Source: MailChimp.com

Source

Look at

those great

subject

lines!

Source: MailChimp.com

Source

Engaging Preheader

A preheader is the short summary text that follows the subject line when an email is viewed in your inbox.

Engaging Preheader

You can use the preheader in a variety of ways, just make sure it’s engaging and brings value to your readers!

• A teaser of your email

• Your brand’s tagline

• A special offer or deal

• Thank the customer

• Link to online version of the message

Source Source Source

Source: ExactTarget.com

Announcing my

free ebook has

arrived,

thanking me for

subscribing,

and an option to

view in my

browser (the

online version

of the email).

This

organization's

tagline is in

their preheader.

Sharing news

that I had a part

in creating,

news that is

relevant to me.

Preheaders are

especially

useful for

mobile device

viewing.

Interesting Header

Your header, like your subject line, needs to catch – and retain! – your reader’s attention.

• Use relevant images

• Reinforce your brand

• Announce the purpose of your email

Source

The branding is

very strong in

this email

header. The

purpose of the

email is quickly

and clearly

announced.

Call To Action (CTA)

Send every email with a clear purpose in mind. Such as to: • Prompt a store visit or online order.

• Introduce a new product.

• Share big news from your company.

• Ask for engagement on your social channels.

• Share a new blog post your customers need to read.

• Request customer feedback on your products or services.

Whatever your marketing purpose, call your readers to action.

Share Options

Providing share options creates an opportunity for your readers to feel invested with your message.

•Social share buttons

• ‘Send to a friend’ links

• ‘Tweet this now’ prompts

Sharing

is

caring!

Detailed Footer

There are two items that must be included in the footer of your email marketing messages.

1. Unsubscribe Option

2. Your Business Address

Why?

It’s the law!

The CAN-SPAM Act requires businesses to:

• Tell recipients where you’re located. (Your message must

include your valid postal address.)

• Tell recipients how to opt out of receiving future email from you. (Your message must include a clear and conspicuous

explanation of how the recipient can opt out of getting email from you in the future.)

and

• Honor opt-out requests promptly. (You must honor a recipient’s

opt-out request within 10 business days.)

in their email marketing.

Visit the Bureau of Consumer Protection Business Center for Compliance Guidelines

Your address

and

unsubscribe

option can be

discreet, just

make sure it’s

included!

We’re Going Strong! Why Email Marketing?

Writing the Mail

Delivering the Mail

Managing the Mail

Sending More Mail

Best Practices

Delivering the Mail

There are many email

marketing services;

we highly

recommend

Constant

Contact!

Delivering the Mail

When delivering your email messages, make sure they are:

• Recognizable (Using the name of your business in the “from” field is best, unless you have a strong personal brand.)

• Branded (Use your logo and brand’s colors prominently in each message.)

Delivering the Mail

Your email marketing messages should be:

• Consistent (Choose a emailing schedule that works for you and stick with it. Train your customers to know what to expect.)

• Targeted (Utilize segmented lists to speak to different types of customers.)

Recognizable

Branded

Consistent

Targeted

We’re Going Strong! Why Email Marketing?

Writing the Mail

Delivering the Mail

Managing the Mail

Sending More Mail

Best Practices

Managing Your List

There is one golden rule that will make your readers love you

(+ make managing your lists easier!)

Only send when you have something to say.

Managing Your List

Does anyone here like junk mail?

(I didn’t think so.)

Your emails will

head straight to

the ‘round file’ if

they don’t earn

readers’ attention.

Managing Your List

A great way to earn your readers’ attention is by utilizing segmented lists.

In other words, send relevant messages to relevant portions of your mailing list.

•Prospecting Customers

•New Customers

•Loyal Customers

Nearly Done! Why Email Marketing?

Writing the Mail

Delivering the Mail

Managing the Mail

Sending More Mail

Best Practices

Growing Your List

“Permission marketing is the privilege

(not the right) of delivering anticipated,

personal and relevant messages to

people who actually want to get them.”

--Seth Godin

www.sethgodin.com

Growing Your List

Creatively collect new email addresses! • Provide an incentive for customers to leave

addresses at your office

• Add a QR code to your print marketing

• Add a tab to your company’s website or Facebook page

• Offer a giveaway in exchange for addresses

• Host an online webinar

Source

What ideas do you have to grow your email list?

Nearly Done! Why Email Marketing?

Writing the Mail

Delivering the Mail

Managing the Mail

Sending More Mail

Best Practices

Source

Source

Source

Resources

The Rebel’s Guide to Email Marketing The StreetSmart Coaching Pinterest Boards pinterest.com/thestsmartcoach

Questions?

Thank you!

You’re an

email

marketing

champ!

http://conta.cc/1kOL020