Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling...
Transcript of Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling...
Introduction to Email Marketing
Mary Bowlingwww.IgnitorDigital.com
http://localu.org/
Collecting Email Addresses?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Collecting Email Addresses?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Collecting Email Addresses?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
What Are You Doing With Them?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
What Is Email Marketing?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Communicating via email with people who have given you
PERMISSION
Why Use Email Marketing?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Email Marketing has the
Average ROI $87 return on every dollar spent!
(return on investment) of all online marketing methods!
BEST ROI
Constant Contact says:4X ROI of direct mail marketing
Why Use Email Marketing?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
To stay in contact with your
and others who haveCURRENT CUSTOMERS
EXPRESSED INTERESTJoe, you can email me!
Email Marketing = Engagement
Twitter @MaryBowling IgnitorDigital.com + [email protected]
It’s more about
with people not just about selling
ENGAGING
Email Marketing = Engagement
Twitter @MaryBowling IgnitorDigital.com + [email protected]
To them it feelsPERSONAL
For you, it’s very EFFICIENT
Why Engage With Current Customers?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Costs about
to gain a new customer than it does to keep a
current customer
6 X MORE MONEY
Joe’s good. I’ll use him
again.
Why Engage With Current Customers?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Current customers refer new customers to you
along with their
RECOMMENDATIONI go to Joe.
Try him!
Why Engage With Current Customers?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Repeat customers
with you than new customersSPEND MORE MONEY
I trust Joe. What else can he do for me?
Why Use Email Marketing Software?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
EASIER•Support and training•Professional back up•More professional-looking•Better, more consistent branding•Better formatting for more visually appealing emails
Why Use Email Marketing Software?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
INDUSTRIAL STRENGTH•Send more emails at once•Get better delivery rates•Get tracking metrics
(And track website actions from email via Google Analytics)
Why Use Email Marketing Software?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
LIST MANAGEMENT•Integrates with your forms•Adds subscribers•Removes unsubscribers•Deals with bounce backs•Easy list segmentation
Why Use Email Marketing Software?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
CAN-SPAM COMPLIANCE•Keep off of spammer lists•Don’t annoy people•Stay out of legal trouble
http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
Email Marketing vs Email Spam
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Don’t email market without understanding that it’s
and knowing the PERMISSION-BASED
that govern itREGULATIONS
Email Marketing vs Email Spam
Twitter @MaryBowling IgnitorDigital.com + [email protected]
RECIPIENT DECIDESwhat is spam, not the sender
If it’s something they want to see, it’s not spam
I LIKE getting Joe’s coupons every month
I HATE getting Joe’s long, salesyemails every day
Choosing Email Marketing Software
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Choosing Email Marketing SoftwareChoosing Email Marketing Software
• Mail Chimp • http://www.mailchimp.com/
• iContact• https://www.icontact.com/
• Campaigner• http://www.campaigner.com/
• Vertical Response• http://www.verticalresponse.com/
SOME CHOICES:
Email Marketing Platforms
Twitter @MaryBowling IgnitorDigital.com + [email protected]
COSTS VS NEEDS• Free or Free Trial
• Try before you buy
• Pay As You Go• Pay for what you need when you need it
• Monthly subscription • (often less than $10/mo)
• List size• More addresses cost more
Why Use Email Marketing Software?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
• Free templates
• Tutorials, training materials
• Mobile-friendly emails
• Online Support
• Done for You backup
FEATURES TO CONSIDER
Collecting Email Addresses
Twitter @MaryBowling IgnitorDigital.com + [email protected]
• Use online forms• LINK to these forms from other
online places • Facebook, Twitter, LinkedIn, etc.
• Enable texting to join your list• Ask people on the phone• Collect at your business location
Collecting Email Addresses
Twitter @MaryBowling IgnitorDigital.com + [email protected]
• Collect at EVENTS where you are speaking, networking, exhibiting, etc
• Get EXPLICIT permission to email people
Collecting Email Addresses
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Consider offering
in exchange for an email address
SOMETHING OF VALUE
I‘ll give Joe my email address if he gives me a discount
Email Address Magnets
Twitter @MaryBowling IgnitorDigital.com + [email protected]
FreebiesCouponsDiscount codesLoyalty perksE-booksWhitepapersUseful Tools
Insider TipsStatisticsGuidesHow To’sFAQsContest EntriesVIP Status
Walk Before You Try to Run
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Then try more complex features and sophisticated campaigns
• Auto responders
• Drip campaigns
• List segmentation
GET THE BASICS, FIRST
Always Check Before Sending
Twitter @MaryBowling IgnitorDigital.com + [email protected]
HAVE SOMEONE ELSE PROOF READ IT
then mail it to yourself
What’s Next?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
COLLECT EMAIL ADDRESSES
even if you’re not sure what to do with them, yet
What’s Next?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Think about how to leverage it to engage, build
relationships and gain trust with current and prospective customers
ALREADY HAVE A LIST?