Reboot Presentation For Business Email Marketing To Post

Thriving in the New World of Communication

Thriving in the New World of Communication

Traditional Media

New Media

We Bridge the Gap

AgendaAgenda

1. Remerge Introduction—Who We Are1. Remerge Introduction—Who We Are

2. Email Marketing Stats2. Email Marketing Stats

3. Building a Customer Database 3. Building a Customer Database

4. Basic Rules & Compliance4. Basic Rules & Compliance

5. Best Practices5. Best Practices

7. Q & A and Audience Survey7. Q & A and Audience Survey

6. Email Marketing Tools6. Email Marketing Tools

Our Background

Chuck: Radio Programming, Programming Consulting, Creative Web Design, New Media Integration Consulting

Current: VP New Media Strategies (Remerge)

Tonya: Radio Sales, Convergence Sales, Agency AE, New Media Integration Consulting

Current: Managing Partner (Remerge)

Casey: Radio Sales, Convergence SalesCurrent: Marketing Consultant (Remerge)

Leah: Agency AE, Creative Strategies, Media BuyerCurrent: President (The Media Key)

Email Marketing Stats

ROI for Email Marketing in 2008 was $45.06 for every dollar spent.

That’s a higher index than any other direct marketing vehicle.

Source: Direct Marketing Association


Source: Marketing Sherpa% of marketers who felt email marketing was successful.


Top 2 Areas of Marketing Investment in 2009

1. Email Marketing (83%)2. Social Media (62%)

StrongMail, 2009Business Owners Planning To Increase Marketing


Source: eMarketer.comReasons Internet Users Unsubscribe

Two Major Issues ConfrontingEmail Marketers

1. Email That Does Not Get Delivered• ISP Issues—Now Serving as Gatekeepers• SPAM Issues

2. Email That Does Not Receive a Response• Poorly Defined Audience or Bad Mailing List• Poor Content• Unclear (or NO) Call To Action

Spam Statistics

Spam makes up 45% of all emails.

Number 1 Generator of Spam:United States

Number 2:Korea

The most prevalent type of spam is advertising-related.

Source: SpamLaws.com (2009)

Building a Customer Database

1. Know Your CustomerWhat Do They Deem Valuable?What Are Interests Beyond (but related) To Your Offer?

2. Decide What You Will Offer On A Regular BasisMust Be of Value (even if it’s only for 5 people)

3. Decide How To Build The DatabaseIncentive: Contests & Promotions (with Opt-In Offer)Direct: Ask For Sign-UpsReferral: Tell a Friend feature

4. Develop Plan For Sending On Regular Basis

5. Do It! (Most Companies Fail Here)

Basic Rules

• Consistent Look & Feel• Balance Images & Text• Why Are They Receiving The Email? (Remind Them)• Opt-Out Area• ‘Update Your Profile’ Area• Your Company Web Address & Physical Postal Address• ‘Contact Us’ Area• Privacy Policy• ‘Reply To’ Address (if different)• Clear ‘From’ Address• Clear ‘Subject Line’—No Special Characters or Abbrev.• Make Sure Content Is Approved (Internally/Legally)• Target Specific Audiences (When Possible)

Compliance

Bookmark: SpamLaws.com, FindLaw.com, FTC.gov

CAN SPAM Law (Highlights)

• Bans False or Misleading Header Information • Prohibits Deceptive Subject Lines

• Requires a Clear Opt-Out Method

• Opt-Outs Must Be Honored Within 10 Days

• Requires That It Be Identified as an Advertisement

• Must Include Sender’s Valid Physical Postal Address

Compliance

DO NOT USE ALL CAPS50% Off100% FreeAct NowAll New AmazingAs Seen OnBuy DirectCash BonusCall NowCreditCompareCollect

Don’t DeleteDiscountDouble Your IncomeEarn $$$Easy TermsExcessive $ or !E.X.T.R.A. PunctuationFreeJoin MillionsMillion DollarsNo CostNow OnlyOrder Now

OpportunityPromise You Please ReadRequestedSubscribe NowSpecial PromotionSave Up ToSatisfaction GuaranteedSerious CashYou’ve Been SelectedWhy Pay More

Do Not Use In Subject Line:

Best Practices

Must-Haves!

• Send VALUE• Send Content They Asked For• Be Consistent• Short but Strong Subject Lines• Personalize It• Sign-Up Confirmation (Double Opt-In)• Send on Tuesday/Wednesday• Use Auto-Responders

• Test Links • Test Send• Easy On The Images• 300 KB Maximum Size• Include All Contact Info• Preview Pane Headline • Don’t Expect Too Much• Include a Call To Action!

Best Practices

Content is King!

• Advice & Tips• Upcoming Events & Seminars• Contests or Promotions• Limited Time Discounts• New Product/Service Offerings• Important Announcements• Changes In Your Industry (Laws)• Topical Subjects (In The News)• Surveys

Email Marketing Tools

• On Your Server• Open Source• Robust System• Entry Level to Pro

• No Fuss• Comprehensive• Advanced Testing• Affordable

• Advanced Users• Email Marketers• Turnkey• Pro Templates


PROS:• Easy to install for most web savvy people• Templates – HTML/Text based messages• 100,000+ subscribers• Automated opt-in/opt-out system• Batch processing and throttle control• Advanced Bounce Handling

CONS:• Some working knowledge of PHP• Working knowledge of MySQL• Requires access to install on your server

PRICE:FREE

• On Your Server• Open Source• Robust System• Entry Level to Pro


PROS:• No programming necessary• Simple to understand & use• Full system, manages opt-outs• Advanced testing features. • Affordable way to grow

CONS:• Pay per campaign• Costs can be higher• Only upload 2,000 emails at once

PRICE:Starting at $5.00 each send PLUS 1 cent per email

• No Fuss• Comprehensive• Advanced Testing• Affordable


PROS:• No programming necessary• Simple to understand & use• Full system, manages opt-outs• Professional templates

CONS:• Hefty Monthly Fees• Fees increase as your list increases

PRICE:Starts @ $15 per month for up to 500 emails

• Advanced Users• Email Marketers• Turn Key• Pro Templates

Next BBB Workshop

Subject: Marketing with TwitterDate: Friday, November 13th Time: 8:30amLocation: BBB Conference Room

Questions?

www.BBBEventRegistration.com

Contact Us:

Tonya Eberhart614-746-7151

Casey Bauer614-348-0113

www.remergemedia.com

Reboot Presentation For Business Email Marketing To Post

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