A customer shouldn't just be for Christmas. If you are a business owner and you're not communicating regularly with your customers by email, maybe you should. Customer loyalty, repeat business, referrals, cross-sells and website visitors are just some of the benefits available. These slides will help you review whether email is right for your business. It also summarises the main steps to set-up email marketing, from capturing email addresses, gathering ideas about what to write, and the technical set-up plus tips for regular broadcasts.

1. A Customer shouldn’t be just for Christmas
How business owners can
use Email Marketing
to generate extra sales & business
By Mark Stonham – mark@wurlwind.co.uk – www.wurlwind.co.uk
www.wurlwind.co.uk

2. Your Email Experience
 Receiving email?  Sending email?
? ?
 All of us do  Few smaller businesses
 We read what we value use email marketing
 Large companies use it,
because it works!
www.wurlwind.co.uk

3. My Email Marketing Experience
 Email Newsletter 25  Trade-show promo
years ago @ IBM for Welsh Agency
 Member benefits News –  Mortgage Finance
8k recipients Promotions to 100k
 News and Offers to Van  Training Provider
Owners & Small Fleet mixed content
Managers newsletter
 Vehicle Finance  My weekly ‘Funnel
promotions Friday’ to contacts
www.wurlwind.co.uk

4. Mark Stonham
Skills Endorsements
on LinkedIn Profile
Highly rated for
Email Marketing
www.wurlwind.co.uk

5. Email Marketing Myths
 SPAM
 Not effective
 Difficult / Technical
 Hard work / time-consuming
 You need to be creative
 You need to write well
www.wurlwind.co.uk

6. Six wise men – for best email results
• What – do you want to achieve?
• Who – are you going to send the email to?
• Why – should they open and read your email?
• How – should they respond?
• When – is the best time to send them something?
• Where – are you going to find people?
www.wurlwind.co.uk

7. What – do you want to achieve?
 More Customers?
 More Sales?
 Bigger Purchases?
 More Frequent?
 New Markets?
 Referrals?
www.wurlwind.co.uk

8. TIP – What do you talk to your customers about?
 Relationship building chat
 Loyalty – invite revisit
 Sharing helpful knowledge
 Tips on choosing – pre-sales advice
 Tips on using – after-sales education
 Seasonal tips – what’s changing?
 Education – maybe run a class?
These are a great starting point for what to put into your emails.
www.wurlwind.co.uk

9. Template Design & Style
 Newsletter
 Multiple Items
 Single Item Bulletin
 Announcement
 Single Message
 Multiple Message
 Bulletin
 Plain Text vs HTML
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10. Mailchimp Templates
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11. www.wurlwind.co.uk

12. www.wurlwind.co.uk

13. www.wurlwind.co.uk

14. How does your email look in the in-box?
www.wurlwind.co.uk

15. Does the ‘From’ and Subject line stand out?
www.wurlwind.co.uk

16. Getting Started
 Collect Email Addresses
 List Management
 Template
 Content
 Analytics
 Website
 Social Media
 Offline
www.wurlwind.co.uk

17. SIX Tips for Email Success
 Provide Value – you are the expert!
 Use alongside other activity – integrate
 Focus on set-up – maybe get help
 Develop a routine – and keep it going
 Build your LIST – but keep it personal
 Develop your Customer Community
www.wurlwind.co.uk

18. Wurlwind Support
 Email Marketing Review and Action Plan
 Email Marketing Set-up Assistance
 Email Marketing Automation
 Welcome sequence after website registration
 Or after meeting someone face to face
www.wurlwind.co.uk

19. Wurlwind Project Roadmap
Ideal
Customers
Value
Proposition
Goals
Engage &
Campaign ROI
Selling
Steps
Nurture
Activity
www.wurlwind.co.uk

20. Email Results:
 More happy customers,
 More sales & money,
 Obedient Email Marketing
Contact Mark Stonham @ Wurlwind
to discuss ways to generate more sales
www.wurlwind.co.uk