email marketing presetation
DESCRIPTION
email marketing, online marketing, direct mail online, emailTRANSCRIPT
by David Caruso
• Can You Be or Are You Already an Email Marketer?
• Demystify Email Marketing
• x 7 Advantages of Email Marketing
• Tools Needed for Effective Email Marketing
• x6 Steps to Create a Winning Email Strategy
• Real World Example - 1 Email - $1782.00
TODAY’S OBJECTIVES
Last 12 months - 86 686 Marketing Messages Last 3 months- 27 300 Marketing Messages
Direct Mail Cost $104 023
Online Emailing Cost
US$600
In the past, relationship marketing was primarily done through direct marketing initiatives. These proved to be too expensive for small businesses to use effectively...
Email marketing drastically changed the economics making relationship marketing viable for businesses of all sizes and types – saving time and money!
WHY Email Market?WHY Email Market?
Everyone is doing it!
• 75% of businesses have email lists
• 13% of total marketing budget is
spent on email
When asked what consumers would
like email to replace:
• 54% replace telemarketing
• 45% replace in-person sales calls
• 40% direct mail
Source: Association for
Interactive Marketing, DoubleClick Study
E-MAIL ME THAT
When asked e-mail usage in daily
Business activities, 85% said they
use e-mail to communicate with
customers, 80% said they
communicate with partners and
business associates via e-mail,
and 67% e-mail potential buyers
Source: Interland
WHY Email Market?WHY Email Market?
Demystifying Email Demystifying Email MarketingMarketing
SMALL BUSINESS
SPAM
Email Marketing ONLINE
Direct MailOFFLINE=
ViralE-zine / E-newsletter
HTML EmailOpt Out /UnsubscribeBounces – Soft & HardEmail MarketingPermission Based / Opt In
=======
=
=
== Word of Mouth
Conversion RateClick Through Rate
Demystifying Email Demystifying Email MarketingMarketing
=Dynamic EmailAuto Responder
NO JUNK MAILSPAM
Email Marketing ONLINE
Direct MailOFFLINE=
ViralE-zine / E-newsletter
HTML EmailOpt Out /UnsubscribeBounces – Soft & HardEmail MarketingPermission Based / Opt In
=======
=
=
== Word of Mouth
Requests to Stop
Returned MailDirect MailSign Ups / People Expecting
NewsletterColour Brochure
Conversion RateClick Through Rate Enquiries
ROI / No. of Sales
Demystifying Email Demystifying Email MarketingMarketing
=Dynamic Email
Automatic Letter ResponseAuto ResponderLetterhead
1. Targeted
x7 Advantages of Email x7 Advantages of Email MarketingMarketing
2. Build Relationships
Sales & ProfitsInvestment ($ and time)
Most new andgrowing businessesfocus on acquisition
Most profits are generated by repeat customers
2. Build Relationships
x7 Advantages of Email x7 Advantages of Email MarketingMarketing
1. Targeted
x7 Advantages of Email x7 Advantages of Email MarketingMarketing
2. Build Relationships
3. Low Cost – Instantaneous @ the Moment
4. Flexible
5. Personal
6. Provides Instant Measurable Results
7. Tangible
1. Centralised Contacts Database
6 Essential Tools for You & Your Staff
2. Database JPEG Images
3. PDF Files
4. A Dynamic Email the Letterhead of the 21st Century
5. Writing Training
Tools of the Trade – 1 on 1Tools of the Trade – 1 on 1
From: xxxxxx Sent: Monday, 28 May 2007 8:17 PMTo: [email protected]: re: snow machine hire
hi. i'm one of the leaders at xxxxxxxxxx st (HYS). in about 3 weeks time we are going to have a bit of a snowboard showcase in the carpark behind the st marys church. we are planning on getting some snow from the ice rinks (penrith and maybe blacktown) so that we can set up a table top to ride (me and a mate of mine). it'd be sick to get a snow machine too, because most, if not all, of the kids that will rock up on the friday night will never have seen snow before. it'll be a tripper for them... i'm just wondering how the snow machine works, how much snow it produces (keeping in mind that we'll get heaps from the ice rinks), what the cost would be to hire it and if you guys can swing any kind of deal for us? let us know. thanks heaps.
xxxxxxx.
6. Scripts
Tools of the Trade – Mass Email Tools of the Trade – Mass Email MarketingMarketing
Email marketing services automate best practices
Free 60-day Trial
• Provide easy-to-use templates.
• Send readable formats – HTML and/or Text
• Handle unsubscribe links required by law
• Ensure email delivery, tracks results,
• Create campaigns
• Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes
BCPBusiness Cross Pollinisation
Exchange of Valueon your website
Collect Business CardsTrade Shows / Sales Calls
Networking Events
Data MiningBe SPAM Act Compliant
Centralised Database
Website Signup
Creating A Winning Email Creating A Winning Email StrategyStrategy
1. Collect Email 1. Collect Email Addresses Addresses
2. Determine an Appropriate Format2. Determine an Appropriate Format
• Newsletters– Frequency: monthly / quarterly– Lots of educational content
(typically non-promotional)
• Promotions– Frequency: bi-weekly / monthly– Focus on promotion / limited content– 2, 4, 6 product promotions, coupons
• Announcements– Frequency: event driven– Promotional or educational with targeted
message– Invitations, special events
Creating A Winning Email Creating A Winning Email StrategyStrategy
Beware of HTML EmailsBeware of HTML Emails
3. Determine a Frequency & Delivery3. Determine a Frequency & Delivery
• Objective: Maximum impact/Minimum intrusion
• How often to send Create a schedule Include frequency in online sign-up “Monthly Newsletter” Coordinate for maximum impact Newsletters (monthly / quarterly) Announcements / Event Invitations (as needed)
• When to send When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test, test, test
Creating A Winning Email Creating A Winning Email StrategyStrategy
Day Time Open Rate
Tuesday / Wednesday 11:30am - 11:30pm 50-62%
Thursday 3:30pm 34-44%
Friday 9:30am 18%
Creating A Winning Email Creating A Winning Email StrategyStrategy
4. Getting Email Opened4. Getting Email Opened
• The “From” line - Use a name the recipient will recognise
Include your company name or brand The clearer the better
- The shorter the better - Be consistent
• The “Subject” Line - Keep it short and simple
You have 3 seconds or less 30-40 characters including spaces (5-8 words)
- Incorporate a specific benefit - Include your brand - Capitalise and punctuate carefully - Test!
60% of consumers say the
"from" line most often
determines whether they
open an email or delete it.
Source: DoubleClick
Creating A Winning Email Creating A Winning Email StrategyStrategy
5. Your Legal Responsibility5. Your Legal Responsibility
SPAM1. Consent
2. Identify
3. Unsubscribe
Creating A Winning Email Creating A Winning Email StrategyStrategy
6. Evaluate Your Results6. Evaluate Your Results
• What influences the open rate?
– From / Subject line
– Delivery day / time
– List overuse, age or quality
• Why did people click through?– Call-to-action or offer– Copy
• What are they interested in?– What links did they click on?
Creating A Winning Email Creating A Winning Email StrategyStrategy
7. Landing Pages7. Landing Pages
44% Open Rate
& we booked x5 people into the
course @ $356.40 each
Questions&
Answers