Email marketing is often perceived as being free. That’s not strictly true as it takes time to organise and manage. I am often asked • How do we go about email marketing? • What are the rules? • How do we build our mailing list? • Should we buy lists? This presentation on slideshare shares the key issues you need to consider. From the Process of Email Marketing to Frequency of email.

1. WINNING IN EMAIL MARKETING Annmarie Hanlon

2. Process of Email Marketing Acquisition Conversion Retention and Loyalty Measure Success

3. Acquisition Via Website Via Stores, Offices – any customer ‘touch points’ Via Facebook Pages Double opt-in Check email addresses http://www.glocksoft.com/email-verifier

4. Conversion Focus on one message only in newsletter Try different content and layouts Don't make me think! Give me the details! HTML newsletter all pulled from website

5. Conversion: Creative and Content ‘From’ address Short subject line, less than 50 characters Factual not zany Think about tone (brand values)

6. Conversion: Email Appearance Use email for offers and promotions Headline in red Include closing date, time limited State the benefit at top Test format in different email clients http://www.emailonacid.com

7. Retention and Loyalty Personalisation and segmentation Useful, ‘How To’ info not just sales Time of day, day, week in month Frequency of email When you've got something to say Possibly no more than every 2 months Depends on the audience

8. Measure Success If you get 30% to read your newsletter you're doing very well! Actions Mail reports Google analytics

9. Email Rules Permission based marketing only Double opt-in to check Email must focus on a single, clear purpose One size doesn't fit all for newsletters, may need to vary Try different content and different layouts to increase conversions

10. Email Rules Must be easy to read Use email service, such as mailchimp Mobile is a Big Issue – 16% (and growing) of emails being read on mobiles, so are our messages suitable? Grow email lists via Facebook Include easy to unsubscribe in email

11. Next Steps Verify lists Agree key messages Create schedule Prepare content Test content and formats Start mailing

12. About Annmarie Hanlon Annmarie Hanlon is a professionally qualified eMarketing Consultant and the author of Quick Win Marketing and Quick Win Digital Marketing, books and iPhone Apps She completed a BA in French and Linguistics at the University of London in 1987 and the Chartered Institute of Marketing Diploma in 1991 for which she won the Worship Company of Marketors Award In 1997 she gained a Masters in Business Administration from the University of Leicester, followed by the Chartered Institute of Marketing's Professional eMarketing Award in 2003

13. Contact Annmarie http://www.facebook.com/Evonomie @annmariehanlon @evonomie annmariehanlon annmariehanlon@evonomie.net Tel: 01543 258522

14. WINNING IN EMAIL MARKETING Annmarie Hanlon