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You've Got Mail (And More Customers!) With Email Marketing Talk

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Are you considering building an email marketing campaign for your business? Have you sent a few email marketing messages, but were disappointed with the results? Are you still wondering what all the fuss over email marketing is about? Then this presentation is for you!

Published in: Marketing, Technology, Business
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You've Got Mail (And More Customers!) With Email Marketing Talk

  1. 1. You've Got Mail [And More Customers!] With Email Marketing Berea Chamber of Commerce May 14th 2014 with Victoria Wilson @mrsbnjcwilson
  2. 2. Hi, I’m Victoria! • BA in English Literature • Experienced Marketer • Long-time Writer & Blogger • New Wife & Mom • Bad Cook (just ask my husband)
  3. 3. At A Glance  Why Email Marketing?  Writing the Mail  Delivering the Mail  Managing the Mail  Sending More Mail  Best Practices
  4. 4. At A Glance  Why Email Marketing?  Writing the Mail  Delivering the Mail  Managing the Mail  Sending More Mail  Best Practices
  5. 5. Clearly, email has changed since the early AOL days. (And thank goodness, right!?) Foul on the play!
  6. 6. Today, email marketing has the ability to grow your business in real, tangible ways and positively impact your bottom line.
  7. 7. “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
  8. 8. Why Email Marketing? 95% of online consumers have an email account. That means your customers use email! Source
  9. 9. 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
  10. 10. 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
  11. 11. 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.
  12. 12. 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
  13. 13. Convinced?
  14. 14. Email marketing works!
  15. 15. Are you taking advantage of the opportunities?
  16. 16. At A Glance  Why Email Marketing?  Writing the Mail  Delivering the Mail  Managing the Mail  Sending More Mail  Best Practices
  17. 17. 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
  18. 18. 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
  19. 19. Catchy Subject Line Consider using A/B testing to experiment with effective subject lines for your messages.
  20. 20. Source
  21. 21. Source: MailChimp.com Source Look at those great subject lines!
  22. 22. Source: MailChimp.com Source
  23. 23. Engaging Preheader A preheader is the short summary text that follows the subject line when an email is viewed in your inbox.
  24. 24. 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
  25. 25. 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.
  26. 26. 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
  27. 27. The branding is very strong in this email header. The purpose of the email is quickly and clearly announced.
  28. 28. 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.
  29. 29. 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!
  30. 30. 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!
  31. 31. 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
  32. 32. Your address and unsubscribe option can be discreet, just make sure it’s included!
  33. 33. We’re Going Strong!  Why Email Marketing?  Writing the Mail  Delivering the Mail  Managing the Mail  Sending More Mail  Best Practices
  34. 34. Delivering the Mail There are many email marketing services; we highly recommend Constant Contact!
  35. 35. 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.)
  36. 36. 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.)
  37. 37. Recognizable Branded Consistent Targeted
  38. 38. We’re Going Strong!  Why Email Marketing?  Writing the Mail  Delivering the Mail  Managing the Mail  Sending More Mail  Best Practices
  39. 39. 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.
  40. 40. 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.
  41. 41. 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
  42. 42. Nearly Done!  Why Email Marketing?  Writing the Mail  Delivering the Mail  Managing the Mail  Sending More Mail  Best Practices
  43. 43. 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
  44. 44. 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
  45. 45. What ideas do you have to grow your email list?
  46. 46. Nearly Done!  Why Email Marketing?  Writing the Mail  Delivering the Mail  Managing the Mail  Sending More Mail  Best Practices
  47. 47. Source
  48. 48. Source
  49. 49. Source
  50. 50. Resources The Rebel’s Guide to Email Marketing The StreetSmart Coaching Pinterest Boards pinterest.com/thestsmartcoach
  51. 51. Questions?
  52. 52. Thank you! You’re an email marketing champ!
  53. 53. http://conta.cc/1kOL020

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