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        The secret formula to email marketing success,[object Object],Presented by Sheryl Connelly,[object Object],Have a smart phone? Take a moment to Check-In With Marketing Media Management on:,[object Object]
Disclaimer…,[object Object],I suffered a brain injury when I was younger…,[object Object],Please ask questions,[object Object]
agenda,[object Object],[object Object]
30-Day extended service plan
Because I WANT you to:
Remember what you learned when you go back to the office
Be able to put the information presented today to use
Connect with me afterward to clarify key points of information if needed
Say afterward, “Well that’s  a few hours of my time…WELL SPENT!”,[object Object]
Did you know?,[object Object],Emails sent Tues-Fri from 7-9pm get the highest open rates for Brides and Parents,[object Object],Exception: Work email address. ,[object Object],Optimal time to those email addresses is Tue-Thurs at 10am.,[object Object],Email was cited as the top website traffic generating tool for retail, service, and restaurant establishments,[object Object],87% of couples will use the internet to plan their wedding,[object Object],64% will use Search Engines to search for wedding vendors,[object Object],47% will use local internet websites to search for wedding vendors,[object Object],31% use national websites,[object Object],Email = referral engine,[object Object]
So how do you build a Referral engine?,[object Object],When you…,[object Object],Are in an uber competitive industry,[object Object],Are on a budget,[object Object],Don’t have an admin,[object Object],Have limited time,[object Object]
Let me tell you about….,[object Object],A Hotel and Conference Center in MO,[object Object],20 miles east of Kansas City,[object Object],Conference Center name has been withheld at the request of the client.,[object Object]
BEFORE,[object Object],50% of their business is wedding receptions,[object Object],Constant lead overturn,[object Object],Bridal leads weren’t coming from their website or e-mail newsletters,[object Object],Client reported that the best leads came from Bridal Shows where they booked appts. at the show,[object Object],No formalized follow up or lead conversion plan in place ,[object Object],Spending in excess of $19,000 on direct mail campaigns to Brides,[object Object]
BEFORE cont.,[object Object],The balance of their budget was spent on print, radio, and TV advertising ,[object Object],One print vendor offered a guaranteed opt-in email lead list for brides, but they were not using it,[object Object],Could not measure the effectiveness of radio or TV spots,[object Object],No value added services provided (online listing, email list, etc.),[object Object]
budget sapped, Sales people overworked, management frustrated,[object Object],Managers Objections to a Focused, Targeted 3- month Email Marketing Campaign ,[object Object],We’ve tried it and it doesn’t work ,[object Object],We already send out a newsletter,[object Object],Our sales people need to network more,[object Object],We need to do more bridal shows to build our list,[object Object],Really??????? (See sub-bullet 1),[object Object],Too busy to take on another project                                                                                     ,[object Object]
Learning things the hard way	,[object Object],Heck, I still do (Stubborn),[object Object],Working on a shoestring budget ,[object Object],Ok, so shoestrings are an upgrade,[object Object],Lamenting over every print, direct mail, radio or other advertisement for a competitor and thinking they were getting more business,[object Object],Tossing money at an inexpensive marketing gimmick because someone in a networking group said it worked for someone else,[object Object],I’ve been there…,[object Object]
One day, the phone rang,[object Object],Guess what pushed them over the edge?,[object Object]
3 months later,[object Object]
Outcomes,[object Object],$3375.00 reduction in hard and soft costs,[object Object],Doubled revenue,[object Object],Increase in productivity,[object Object],Most of the email content was automated and lists were continuously scrubbed,[object Object],Sales was spending more face-time with clients to give top notch customer service,[object Object],Lead to an increase in word of mouth referrals,[object Object],The savings was used to increase spend on print ads in local wedding publication with email opt-in lists and a social media initiative,[object Object],Considering stopping direct mail campaigns for wedding prospects,[object Object]
Can you afford not to give yourself a raise?,[object Object],Do you want to work smarter not harder?,[object Object],Do you believe that building rapport with your prospects leads to sales?,[object Object],Are you looking to upgrade your skills to have an advantage in the competitive wedding industry?,[object Object],Are you ready to find out what the secret formula to email marketing success is?,[object Object]
   Creativity + Relevancy ,[object Object],+ Strategy + Tool Usage =,[object Object],So what is the secret formula?,[object Object],Email Marketing Success!,[object Object]
How do you get people to OPEN, READ, and TAKE ACTION?,[object Object],Subject Lines,[object Object],Templates,[object Object],Photos,[object Object],Graphics,[object Object],Content Layout,[object Object],Specific Landing Pages (if using email to lead generate),[object Object],Campaigns,[object Object],Be Creative,[object Object]
Be Relevant,[object Object],A Forrester Research study noted that $144 million will be wasted on emails that get lost in inbox clutter due to a lack of relevancy.,[object Object],How to be more relevant,[object Object],Branding consistency,[object Object],Message content,[object Object],Transactional,[object Object],Welcome Campaigns,[object Object],Custom Drip Feed Campaigns,[object Object],Trigger campaigns,[object Object],Segmentation,[object Object],Timing,[object Object]
Welcome Letters and Drip Feeds,[object Object]
Be Strategic,[object Object],Sending out a newsletter isn’t enough anymore….,[object Object],Begin with the end in mind,[object Object],Define your qualitative goals,[object Object],Create quantitative goals,[object Object],Create content strategy and send frequency,[object Object],Compile Budget and ROI Projections,[object Object],Choose tools,[object Object],Engage professional help,[object Object],Measure outcomes,[object Object],Evaluate and tweak strategy accordingly ,[object Object]
Opt-In,[object Object],CANN- Anti-spam compliant,[object Object],List building activities (website, social media, directories, events, seminars, bridal shows, etc.),[object Object],Some bridal advertising outlets offer a qualified lead list ,[object Object],3rd Party List Tool Providers,[object Object],Full service email marketing plus CRM,[object Object],Address Two- FREE trial if you see me after the seminar,[object Object],Email Marketing Template Driven ,[object Object],Constant Contact,[object Object],Mailchimp,[object Object],Awebber,[object Object],MyEmma,[object Object],Use the tools,[object Object]
Segmentation,[object Object],Age, Date of Wedding, Type of Wedding, Geography, # of guests, etc.,[object Object],Current traditional advertising,[object Object],Do they offer email lists or leads as add-ons or standard?,[object Object],Online listings to drive traffic to your website or social media squeeze pages?,[object Object],Online marketing tools,[object Object],Squeeze pages on social media and website,[object Object],Free reports, whitepapers, tip sheets, etc.,[object Object],Automation,[object Object],Drip Feed Campaigns,[object Object],Autoresponders,[object Object],Unsubscribes,[object Object],List cleaning,[object Object],Use the tools,[object Object]
Testing,[object Object],A/B Testing,[object Object],Customer Surveys,[object Object],Focus Groups,[object Object],Measurements,[object Object],Open rates,[object Object],Click-through rates,[object Object],unsubscribes,[object Object],Use the tools,[object Object]
Using your personal email program to send bulk emails,[object Object],IE- Outlook, setting up groups in Yahoo, Safari, Hotmail, Gmail, etc.,[object Object],BLACKLISTED,[object Object],Email more than once per week to your list,[object Object],Continuously add to your list without evaluating,[object Object],Clean it up once a quarter,[object Object],Can be automated,[object Object],Purchase or rent lists from unknown sources,[object Object],Email Marketing Don’ts,[object Object]
You have choices,[object Object],Self study- DIY,[object Object],Professional instruction and coaching,[object Object],Hire someone/outsource,[object Object],OR a mix of the three depending upon your budget,[object Object]
Social media Connections to continue to learn and grow,[object Object],New seminar series starts August 1st.,[object Object],Reserve your seat at: www.onlinemktpro.com,[object Object]

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Secret formula to email marketing success

Notas del editor

  1. Hi there! My name is Sheryl Connelly and I am the CEO of Marketing Media Management. For those of you who aren’t familiar with MMM as we lovingly refer to it, we are a full service online marketing agency, specializing in social media and content marketing.
  2. So by the time they called me, their budget was sapped….
  3. How many of you have been there? Thank you for being honest--- welcome to the club! See- you aren’t alone.
  4. A qualified prospect (local politician’s daughter), who’s reception was estimated at $75,000, fell through the cracks. When the sales rep called to follow up, she found out they went with another venue. Why? A targeted email campaign that was creative, relevant and strategic.