Increase Sales with Email Marketing - Slides from a workshop delivered in Carrick on Shannon on 30.01.14 by Johnny Beirne

1. Welcome
Increase Sales with
Email Marketing
30.01.14

2. Housekeeping
• The Theory
• 11:15am Break
• The Rules
• 1 – 2pm Lunch
• The Technology
• 3.15pm Break
• The Plan
• 4pm Finish
• Slides will be distributed by email

3. Background
• Co-founder of the Digital Business Institute
• Digital Marketing past 8 years
• Social Media and Email
Marketing
• Some Internet Start-Ups
• Subscription Marketing
• Online Learning / Membership
Sites

4. What is Email Marketing?
• Exercise
– What is email marketing?
– Do you subscribe to any mailing lists?
– Why?
• Using email effectively
– For Customer Retention
– To Upsell

5. Why Email Marketing?
People buy when they are ready to
buy, not when you are ready to sell.
Effective and Efficient way to stay
‘front of mind’ with customers, both
existing and potential.
Just a click away to buy.

6. Email Marketing vs. Social Media
• Use both
• Use one to promote the other
– Lead Magnet
– Customised Tab
– Automated Tweets
• Social is more often
• Email is more direct
• Just a click away to buy

7. The Benefits
• Highly Targeted: dynamic, personalized content
• Immediate: shorter lead times
• Test and Refine: ensuring optimal results through
continuous improvement.
• Measurable: effectiveness of campaigns (ROI).
• Greater insight into customer behaviour.
• Reach: unlimited distribution globally, infinitely scalable
• Better conversion rates: seamless – uninterrupted process
from prospect to customer in a matter of clicks.
• Cost effective: fast acting, flexible focused campaigns
equals maximum return on investment.

8. The Money is in the List

9. The Challenge

10. The Receiver
• 83%: Used the Report Spam button
• 80%: Use it without opening the message
• 73%: Base decision on the “From" line
• 69%: Base decision on Subject Line
• 20%: Use the spam button to unsubscribe

11. Successful Email Marketing
• Who are your audience?
• What are your objectives?
• Provide choice – HTML and Text
• Targeting
• Segment
• Personalise
• Relevance
• Subscription – Double Opt in and Unsubscribe
• Frequency – how often and when

12. Subject Lines
• 50 Characters long
• Personalise
• INCLUDEbenefit and timeline
• Learn how to .... in 10 Days
• Avoid [benefit] right now
• FREE delivery this weekend
• People buy to avoid pain or get pleasure
• EXERCISE – Subject Line

13. Email Structure
• Use first name
• Single objective
• Write for your audience
• Conversation style as if for one person
• Short and to the point
– Bullet points
• Build relationships
• Unsubscribe is a legal requirement

14. Email Structure
• Nice images – use ALT Tag
– Small file size
• Repeat call to action 3 times
• Side bars for key information
• Consider testimonials
• Use P.S
• Include ability for people to share
• Consider scanned signature
• Please check SPAM folder
• HTML and online version

15. Collection Points
• Website
– Video
• Blog including every blog post
• Opt in Boxes online and in print
• Facebook
– Facebook Apps
• Social Media to send to the above
• Automated Tweeting
• Short form e.g. Name, Email

16. Collection Points
• List Building
– Competitions
– Subscribe Bribe – FREE eBook, Report, Advice
• Joint Ventures

17. Autoresponders
• MailChimp
• Aweber
• Both services handle volume control
• Segment your database

18. Check statistics
• Delivered >95%
• Monitor open rates >25%
• Monitor click rates > 3%
• ‘Conversion to Sales’ Rate
– What is acceptable for you?
• Monitor Website Traffic – Google Analytics
• Rinse and Repeat

19. Other Tips
• Remove SPAM flag addresses
– e.g. postmaster@
• Check Blacklists
• Spell Check
• Test - Send to self and a double checker

20. Plan
• Define your Audience
• Start List Building – Collection Points
• What will you send and how often?
• What Mail Service? e.g. MailChimp
• What is your Upsell?

21. THANK YOU
Feedback – Q & A
johnny@johnnybeirne.com