How To Make Email Marketing How To Make Email Marketing Work for Your Small Business or Work for Your Small Business or

Non-ProfitNon-Profit

Presented by

Milton Zlotnick

SCORE

Counselors to America’s Small Business

Chapter 476 Staten Island, New York

CAN-SPAM Act of 2003CAN-SPAM Act of 2003 CAN-SPAM is an opt-out lawCAN-SPAM is an opt-out law

Prohibits fraudulent or deceptive subject lines, headers, return addresses, etc.

Makes it illegal to send e-mails to e-mail addresses harvested from websites.

Criminalizes sending sexually-oriented e-mails without clear markings.

Have a working unsubscribe system that makes it easy for recipients to unsubscribe opt out of

Requires most e-mailers to include their postal mailing address in the message.

Implicates not only spammers, but those who procure their services.

CAN-SPAM Act of 2003CAN-SPAM Act of 2003

The new federal law will require businesses to stop sending e-mails to those who request to be removed from a list.

The new legislation directs the FTC to investigate a "Do-Not-Email" list approach

Make sure your unsubscribe system works

Contact the Federal Trade Commission and your State Attorney General to make sure you comply with this new law.

What is e-mail marketing?What is e-mail marketing?

Email marketing is all about communication.

It is about starting a dialog and creating good customer relationships.

Email marketing can be a promotion, newsletter, announcement, holiday greeting etc. 

Why is email marketing Why is email marketing importantimportant? ?

PERMISSION BASED E-MAIL Fastest way to communicate with

customers. Cheapest – Cost Effective Higher response rates than both banner

ads and direct mail Measurable, Brings immediate results.

Who should be using email Who should be using email marketingmarketing ? ?

Any business that wants to communicate and develop relationships with prospects and customers.

Outside E-mail Service companies, I.e

CONSTANTCONTACT.COM Make it easy and affordable to manage. They can create, deliver and measure the

results of email marketing campaigns.

Why Use an E-Mail Marketing Why Use an E-Mail Marketing Service CompanyService Company

Avoids exposing entire list.Avoids ISP Restrictions appearing as

SPAM.Manages new subscribes, un-

subscribes and bouncebacks Creates and delivers your email in

the correct format.  Provides reports and statistics

What types of email What types of email marketing are there? marketing are there? 

Email marketing to your own permission-based list.

Email marketing to reputable opt-in rental lists.  

Opt-in rental lists - use a reputable list vendor and expect to pay between .15 cents and .40 cents per name.

What is the difference between e-What is the difference between e-mail promotion and mail promotion and

newsletters?newsletters?Use a promotion to:

Help you get your share of holiday business Boost sales, appointments or traffic in otherwise slow

months Promote your brand Clear space for new stock Move excess inventory Get your name in front of a new or existing customer Or, reward your most loyal customers

What is the difference between e-What is the difference between e-mail promotion and mail promotion and

newsletters?newsletters?Use a newsletter to:

Build relationships with your customers and prospects Position your company as a valuable resource Obtain and retain the mind share of your customers Educate and inform your customers Build your credibility over time Widen your audience via "word-of-mouth" Begin a dialog with your readers by asking for reader

feedback.

What encourages people to read What encourages people to read your newsletters and promotional your newsletters and promotional

mailings? mailings? 

 Identify yourself and remind them that they opted in to receive the mail. 

o Be relevant      Be concise      Be easy to read (check spelling,

grammar etc.)     Offer value - Add images, links and

colors to make your communication look compelling and professional.

Final AdviceFinal Advice

Make sure that your promotional offers are compelling.

Make sure your newsletters and announcements significant and newsworthy.

Increase your response rates by incorporating call(s)-to-action (links to click, phone numbers to call, store/office locations to visit)