Before we get started€¦ · Before we get started … Contact: Jon Power - Workforce Development...

Before we get started …

Contact: Jon Power - Workforce Development Services Manager - 0844 2578450

• Cumbria has been awarded £8.5m in funding to support the County’s Small and Medium businesses.

• The funding will be utilised to grow and develop productivity by raising skills levels.

• Funded training opportunities for yourself and any staff, focusing on increasing skill levels

• Help and support can be given to support the recruitment of apprentices.

Before we get started …


Training opportunities could include:

• Project Management• Leadership and Management• Excel training• Digital marketing and social media• Sales training • Finance for non financial managers

The funding runs until July 2018 and is being funded by the European Social Fund

If you recruit an apprentice a grant of up to £1500 could be available

Email Marketing in 1 Hour

The webinar will begin shortly

Webinar HostPaul Teague

Digital Development ManagerCumbria Chamber of Commerce

Welcome to the webinar!

Webinar HostPaul Teague



• The essentials of email marketing – a quick boot camp for beginners andexperts

• The hidden tool in your free Mailchimp account that can make all the difference in your marketing

• Great tips to power up your email marketing• How to add a MailChimp sign-up form to your Facebook page• The two essential numbers that you need to monitor• A Mailchimp walk-through – with important stop-offs along the way!

• These slides and the webinar replay video will be available within 24 hours of this live presentation

Coming Up …

Quick Win 1

Cross promote your social media channels

Quick Win 1

Cross promote your social media channels

Source: http://www.socialmediatoday.com/content/seven-touches-basic-marketing-principle-action

Quick Win 2Keep your emails personal

• Mailchimp uses fields for personalisation• You’ll know if you’re doing email marketing correctly

when people reply to your emails thinking that it was a personal email sent only to them

• Use the Merge Tag First Name when writing an email in Mailchimp

• Use *|FIRSTNAME|* in the email subject line and in the greeting to personalise your emails

• Ninja trick!Adding this code at the beginning of an email will either add a first name or – if there isn’t one – it’ll just say ‘Hi!’:

*|IF:FNAME|*Hi *|TITLE:FNAME|*,*|ELSE:|*Hello,*|END:IF|*

Send an automated welcome email

Quick Win 3

• It allows you to capture the names and email addresses of your prospects and customers• It allows you to email (follow up with) your prospects as many times as you wish, whenever you want to• It allows you to capture whatever information that you want to about your prospects ie phone number, address, shoe size, car renewal year etc• It gives you full analytics about who’s opening your emails and if they’re consuming your content

What is email marketing?

If you don’t use email marketing in your business ...

• You will be leaving money on the table• You will be letting prospects visit your web site or blog and drift away, never to return again• You will be losing out on possible repeat sales, cross sells and upsells (shout if you don’t know what I mean by that!)• You will be losing business to competitors who are using auto responders in your business• Not using email marketing in your web based marketing is like letting a customer walk into a shop, completely ignoring them, then letting them walk out again without even saying ‘Hello’! If you were that customer, how would you feel about that?

Why should I care?

• Using email marketing means that you can follow up, you just got a foot in the door • Using email marketing means that you’re maximising the potential of your blog or web site ... it doesn’t just ‘sit there’, it’s working for you on auto pilot 24/7• Using email marketing allows you to track how well you’re doing in your marketing, so if it’s not working you can ditch it and if it is working you can do more of it!• Using email marketing means that you always have pre-sold potential buyers on tap ... so whenever you have a new offer, you have an online queue ready and waiting!• Using email marketing means that you own your data (rather than just having ‘likes’ on Facebook or ‘followers’ on Twitter). That means you can take it with you and use it with other software if you want to.

What’s so good about it?

Where to get started …

• It’s free! (Up to 2000 subscribers & 12,000 emails per month)• It’s simple and coaching is provided• It’s scalable – as your subscriber list grows

The best place to start?

You can’t just email anybody ... rules and regulations apply!

We call ethical email marketing ‘permission based marketing’ because we never send out emails without consent and permission

Email marketing rules

You must make sure that you add in your full and accurate business details

You must make sure that you add in the ‘"You are receiving this email as an XYZ customer." section, because it will stop people unsubscribing.

You must have an unsubscribe link available on every marketing email that you send.


• You must include your contact information inside every promotional email that you send, including a physical mailing address where you can receive mail or a PO Box (not a website or email address.)

• You may not falsify your contact information or subject line.

• Even if you are outside the US, most servers live in the US (all US standards have to be observed).


The Privacy and Electronic Communications (EC Directive) Regulations

I’m not a legal expert BUT:

• It mainly relates to data protection

• In very simple terms, don’t do bad stuff ... make sure you have permission, don’t sell data, don’t lose data, don’t publish peoples’ data ... just behave ;-)

• It is unlawful to send someone direct marketing who has not specifically granted permission (via an opt-in agreement) unless there is a previous relationship between the parties. Organisations cannot merely add peoples’ details to their marketing database and offer an opt out after they have started sending direct marketing.

• I register every year via: https://ico.org.uk/

• It costs me £35 annually (£500 for 250+ people businesses)

• It’s a simple process

• I’m issued a certificate every year and

• I note this on my web sites

Data protection

Five great email marketing tips [1]

Keep your database clean!

Clean up your email database from time-to-time and particularly when you’re moving between services.

A good email marketing service will automatically remove unsubscribes.

What services like BriteVerifydo is to remove dormant or false emails from your database and this improves your reputation with your service provider


Prioritise mobile!

Source: Adestra


Use A/B split-testing

Test subject lines, send times, content and ‘From’ names


Re-send to non-opens

In Mailchimp it’s a little more complicated than it needs to be!

Here is an article explaining how to do it: http://kb.mailchimp.com/lists/managing-subscribers/resend-an-unopened-campaign

http://kb.mailchimp.com/lists/managing-subscribers/resend-an-unopened-campaign


Have a ‘fewer emails’ option

The most common cause of people unsubscribing is ‘too many emails’.

It makes sense to offer a slow-track option … maybe one email per week or one email per month depending on your sending frequency.

In MailChimp, just create a new list called ‘Fewer emails’ and send out a digest email once a week/month.

Many people want to receive your news, but we’re all overwhelmed with too many messages.

Remember too that people might unsubscribe but they can still receive your news via social media

Opens & clicks [+ Unsubscribes & bounces]

Two essential email marketing numbers

Add Mailchimp to Facebook

Send an automated welcome email

Access all of the slides from today [with EXTRA slides and

info], as well as lots of useful URLs and resources, via this

link: http://www.cumbriagrowthhub.co.uk/webinars/email-

marketing

Slides and the replay video will appear within 24 hours of the

end of the live webinar.

Next steps …

http://www.cumbriagrowthhub.co.uk/webinars/email-marketing

Q&AWebinar HostPaul Teague



Sign up now for next week’s webinar!

Wordpress in 1 hour

How to build your own business website in 1 hour or less and

what to do with it once you have it

http://www.cumbriagrowthhub.co.uk/webinars

Next steps …

http://www.cumbriagrowthhub.co.uk/webinars

I will be hosting 2 x 1-day courses on Facebook Power Editor

over the next 2 months.

Carlisle on Thursday 16th March (some restrictions apply to

this free session!)

Newton Rigg on Thursday 20th April

To book your place please speak to Catherynn Dunstan via

0844 257 84 50 or [email protected]

Course alert!

Free Training!


• Cumbria has been awarded £8.5m in funding to support the County’s Small and Medium businesses.

• The funding will be utilised to grow and develop productivity by raising skills levels.

• Funded training opportunities for yourself and any staff, focusing on increasing skill levels

• Help and support can be given to support the recruitment of apprentices.


Training opportunities could include:

• Project Management• Leadership and Management• Excel training• Digital marketing and social media• Sales training • Finance for non financial managers

The funding runs until July 2018 and is being funded by the European Social Fund

If you recruit an apprentice a grant of up to £1500 could be available

Free Training!

• Email marketing is a skill, which you need to practise, tweak and get better at – don’t expect to be brilliant immediately!• Don’t just think of it as ‘another email’ ... a different subject line, a more creative treatment, a unique offer can improve your open rates and click rates• Test different techniques ... do more of what works, do less of what doesn’t• There is not ‘one way’ to do email marketing ... you have to build your relationship with your own subscribers• Keep it friendly and informal – who likes stuffy?!

Email marketing tips

• Write a meaningful subject line• Write an eye-catching subject line• Keep the message focused and sharp• Avoid attachments and images• Identify yourself clearly• Be positive – always!• Proofread before sending• Be conversational• Respond promptly to queries• Do not be too ‘salesy’

Writing emails – simple tips


Writing emails – advanced tips

•Put your main point in the opening sentence. Most readers won't stick around for a surprise ending unless you’re a very good story teller!

•Don't use ALL CAPITALS (this is considered shouting in an email)

•As a general rule, PLZ avoid textspeak (abbreviations and acronyms): you may be ROFLOL (rolling on the floor laughing out loud), but your reader may be left wondering WUWT (what's up with that?)

•Add a signature block with appropriate contact information (in most cases, your name, business address, and phone number, along with a legal disclaimer if required by your company).


MailChimp for WordPress Litehttps://wordpress.org/plugins/mailchimp-for-wp/

Wordpress users can install this plugin ...


Non-Wordpress users will have to ‘cut & paste the form code to their website …


Why do people unsubscribe?

• People will unsubscribe ... don’t take it personally!• Do take it personally if lots and lots of people unsubscribe ... it means you did something wrong!• You’ll get a constant trickle of unsubscribes – it hurts at first!• You’ll get complaints too – people forget they subscribed (which is why it’s important to complete the ‘where you subscribed’ info)


• Email marketing is not as effective as it used to be BUT it’s what everybody uses at work

• Youngsters tend not to use email

• Internet users spend more time checking their Facebook and Twitter account daily.

• Many people use mobile devices

Email marketing truths


1) Make sure you use email in your business2) Plan ahead when selecting your auto responder service3) Stay legal at all times4) Use a CRM when your business needs it5) Don’t pay for subscribers who are wasting your money6) Do recycle subscribers in clever and more cost effective ways so that they

can re-engage with you when they’re ready7) Spread the word! Many local businesses won’t

even know that email marketing is such a great tool!

Before we get started€¦ · Before we get started … Contact: Jon Power - Workforce Development...

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