Using Email Marketing For Business

Using Email Marketing For Business

Presenter:

Paul Teague

If you’d like to find out even more about email marketing, please

check out ‘Using Email Marketing For Business’

http://getbook.at/em001

Virtually all of my

online product

sales were

achieved using

email marketing!

I’ll reveal

how it’s

done today!

• What is email

marketing?

• Why should all

businesses be

email marketing?

• A look at the best

email marketing

services

• Setting up your

(free) Mailchimp

account

• Mailchimp account

settings

• Campaigns (what

are they, set-up

and organisation)

• Templates (using

Mailchimp’s,

creating your own,

should you use

one?)

• Lists (using lists

for basic CRM,

organisation and

set-up)

• Reports (what they

tell you, how to use

them, how to make

changes based on

them)

• A/B split testing

(what is it and why

is it so important?)

• Creating optin

forms for your web

site or blog

• The rules

surrounding email

marketing

• Email marketing

best practice

• 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

‘Opt In’ Forms

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?

How valuable is your list of subscribers?

Internet Marketing figures ...

•Each subscriber is worth to you (on average) $1 per

month …each and every month.

•100 subscribers = $100 income per month

•1,000 subscribers = $1,000 income per month



What’s the ‘big deal’ then?• Using email marketing is like getting someone’s phone number with the

promise of a date ... it means 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.

• 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

http://mailchimp.com

• I have given you free access to 4 chapters

from my Kindle Email Marketing guide on

the slides download page

• This shows you step-by-step how to set

up your Mailchimp account

• Once you work through it, you will know

how to do the basic set-up, how to set up

your first list, how to create a web form,

use templates and send out your first

email broadcast

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.

We will look at the legal hazards

of email marketing later in the

day.

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

• 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).

• You absolutely, positively MUST include our

unsubscribe link on your campaigns.

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

It’s a simple process

I’m issued a certificate every year and

I note this on my web sites

Don’t be put off by any

of this

Follow the simple rules

and you’ll be able to go

about email marketing

with no problems.

You should add an optin form somewhere prominent on all of your

web sites

If you use Wordpress, this is easily done via a free plugin

If you have an HTML web site, it’s still just a ‘cut and paste’ job, but

you may need your web master to help

If you want to add a form to Facebook, use the Mailchimp app.

Method 1: Adding to a web site or blog

Method 2: Adding to a web site

Method 3: Adding to a Facebook page

MailChimp for WordPress Lite

https://wordpress.org/plugins/mailchimp-for-wp/

Install this plugin ...

Facebook ...

Add To A Web Site ...

• 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?!

• 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).

•Tuesdays and Fridays produce the highest email open rates

•Fridays produce high email open rates as it’s almost the weekend and

people in general are more relaxed after working the week

•Mondays and Thursdays bring average email open rates, which are still

okay

•Wednesdays, in my finding, produce the lowest response of all weekdays

•Weekends bring the worst response of all days! It is as low as less than

half of the average responses on weekdays even!

Findings from an Internet Marketer ...

Source: Email Marketing Blueprint

Be aware of these differences in your own industry ... test and tweak!

My email blunder!

The first time I ever sent out a split test campaign I set it up incorrectly and sent out 4 different versions of the same email to 1000 people

My email recovery!

I sent out a full apology and explanation the day after and ended upgetting my best ever feedback response from an email campaign ... and it improved my ethical reputation no end

An open rate indicates the percentage of emails sent out that were actually opened

Why is that important?

It’s immediate feedback

If you pay attention to these stats you can see what works best

and what works worst

You can resend the email to those people who didn’t open the

first time

A resend is when an email is sent again to somebody who didn’t open it first time around but it has a different subject line to entice them to open it

Why is that important?

You should use resends

We’re all busy and we don’t open every email ... so a resend

gives another opportunity to access your content

Don’t be afraid to resend a 3rd and 4th time!

Mailchimpgives you your ‘Top 5’ ... those rates are very high open rates!

Just select ‘View Report’ for any email that you have sent out ...

Take notice of opens, unopened, clicks

(CTR=Click Through Rate), unsubscribes,

complaints and industry average opens

Targeting correctly?

New territories?

How are

you

doing?

Can you

improve?

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)

What’s most important?

• I’m most concerned about my open rates and

my click through rates

• I improve open rates by working on my subject

lines

• I improve click through rates by improving my

email writing and my calls to action

• If I get high complaints or high unsubscribes I’ll

dig deeper and spend some time figuring out

what caused it (Horrible offer? Too commercial?

Bad humour? Careless spelling?)

• In email marketing, a segment is a particular group of people

• This group of people may be defined by the following factors:

- Geographical location

- Buyers/non-buyers

- Opened email/did not open email

- Registration source (blog, web site Facebook etc)

• You can send customised emails depending on the segment that the

prospect or customer belongs to

In Mailchimp, I use the groups facility to segment my list.

I segment by product type mainly, but also by people I consider to be new prospects

CRM stands for ‘Customer Relationship Management’ ... it is something you should consider using longer term in your business.

“Customer relationship

management (CRM) is a model for

managing a company’s interactions

with current and future customers. It

involves using technology to organize,

automate, and

synchronize sales, marketing, customer

service, and technical support.”

CRM notes

1) Not for beginners2) Usually quite expensive

3) Usually quite techie4) Essential as your business grows

5) Essential if you have a large customer database

6) Essential if you take payments online7) Amazing functionality!

8) Choose with care!

Popular CRM Examples

Why do you need one?

Zoho model

From: euclid-infotech.com

The New Kid On The Block …

Summary of Best Practices

• Setup your list fully

• Use HTML and text emails

• Include & exclude lists appropriately

• Consider frequency of mailings

• Mixture of content and promotional emails

• Watch spam scores

• Track opens and click-through rates

• Back up your lists

Important considerations

• Unsolicited Commercial Emails aka… SPAM!

• Deliverability & ISPs

• Can you importing and export leads?

• Responsibility – be careful what you say!

• Email marketing is not as effective as it used to

be

• 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

GMail, one of the leading email providers, had recently

implemented the ‘priority markers’ feature allowing their

users to mark selected emails as important and thus

change the ways people prioritise their emails for reading

consumption every time they check their inbox.

And let’s be honest: promotional emails rarely ever reach

PRIORITY status!

They have a smart system that detects and filters spam

emails and it gets tweaked frequently, therefore

making even legitimate email marketing harder.

Hot Tip 1

Join with people in your industry to send out your marketing campaigns ... these are known as ‘reciprocal mailings’

This ‘powers up’ and multiplies your own list by 5x, 10x,, 100x or more!

This is how my products have made $1 million+ of gross sales ... I have leveraged the subscriber lists of other people

Hot Tip 2

If you’re a local marketer, make sure that you collect mobile phone numbers )for text campaigns) and addresses for mail drops and

direct mail.

It’s not just about email!

Hot Tip 3

It gets really expensive when your list starts to get very big!

Bear that in mind when you choose your auto responder service.

I have wasted a lot of time, effort and subscriber goodwill trying to find a cost-effective way on managing my subscribers.

Why would I delete over 20,000

email prospects when their average

value is supposed to be $1 per

subscriber per month?

• I really did delete that many subscribers

•The truth is that most subscribers become less

responsive the longer they stay on your mailing

list

• In my scenario, I had subscribers who’d

been with me over two years and they

were costing more than I was earning from

them. So ... t

• Initially you should try to reactivate prospects ... with special offers, free

gifts, creative promotions, really great email subject lines and so on

•You should ruthlessly segment all of those people who are not bothering

to engage with your emails

• Perpetual email non-openers cost you a lot of money as your subscriber

list grows ... it’s like leaving the lights on not weeding them out!

• But I know of a marketer who must have made £25k+ from a ‘dormant’

subscriber who one day, decided to open and email and engaged in a big

way!

• So ... you need to keep those leads, but manage them in a more cost

effective way!

I then paid not for storing those leads, but only when I actually emailed them by

using InInBox which is a very handy PAYG service

Using

Facebook, I can

import those

leads via Power

Editor, and if

they’re on

Facebook I can

remarket to

them, only

paying when

they click one

of my ads. So

they’re pre-

sold, but they

cost nothing

unless then

take action

1) Make sure you use email in your business

2) Plan ahead when selecting your auto responder service

3) Stay legal at all times

4) Use a CRM when your business needs it

5) Don’t pay for subscribers who are wasting your money

6) Do recycle subscribers in clever and more cost effective

ways so that they can re-engage with you when they’re

ready

7) Spread the word! Many local businesses won’t

even know that auto responders exist!

From: Pardot.com

From: Lead Pages/Marketing Show

If you’d like to find out even more about email marketing, please

check out ‘Using Email Marketing For Business’

http://getbook.at/em001

Access all of the slides from today, as well as

lots of useful URLs and resources, via this link:

http://paulteague.com/email-teague

Using Email Marketing For Business

Business

Transcript of Using Email Marketing For Business