1. EFFECTIVE EMAIL
MARKETING
Giovanny Gutierrez
Tuesday, August 4, 2009

2. EFFECTIVE EMAIL
MARKETING
Giovanny Gutierrez
Tuesday, August 4, 2009

3. WHY EMAIL MARKETING
WORKS
• It’s cost effective
• It’s immediate
• It’s relevant
• It’s completely measurable
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13. DESIGN
•A fixed width of no more than 550-600 pixels.
• The average preview pane is around 300-500 pixels high
•A lot of live text
• No Javascript. No Flash
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36. LEGAL LISTS
• They opted in via your web site
• They completed an offline form and indicated they wanted to
be emailed
• They gave you their business card
• They purchased something off you in the last 2 years
• Sending emails through vendors
Tuesday, August 4, 2009

37. LEGAL LISTS
• You obtained the email addresses from a third party
• You scraped or “copy and pasted” the addresses from the
Internet
• You haven’t emailed that address for more than 2 years
Tuesday, August 4, 2009

38. LEGAL LISTS
• You obtained the email addresses from a third party
• You scraped or “copy and pasted” the addresses from the
Internet
• You haven’t emailed that address for more than 2 years
Tuesday, August 4, 2009

39. HOW TO SEND
• Email Marketing Software
- Create beautiful emails
- Manages list of subscribers
- Powerful analytics
• Manually
- Spam complaints
- Manually managing subscribers
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40. CAMPAIGN SNAPSHOT
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41. OPENS OVER TIME
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42. RECIPIENT ACTIVITY
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43. LINK ACTIVITY
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44. BOUNCE SUMMARY
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45. COMPARE CAMPAIGNS
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46. WHAT IS AN OPEN RATE?
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47. HOW CAN I INCREASE MY
OPEN RATE?
• Experiment with your subject lines: Try including details about
the content of the email right in the subject line.
• Send on a different day
• Get the important content up the top
Tuesday, August 4, 2009

48. HOW TO CONVINCE YOUR
CLIENTS
• Show them that it works!
• Show them how they can measure it working
• Explain that it’s easy to manage
• Emphasize its flexibility (Case Studies, New Products, PR)
• Show them a working example
Tuesday, August 4, 2009

49. WHAT DO YOU CHARGE?
• Template Design (flat fee or hourly rate)
• Delivery (usually dependent on the number of recipients)
• Charge your client a flat monthly fee that covers any campaigns
delivered that month
• Charge them based on a pricing bracket for the number of
subscribers being sent to.
• Charge them a set per/recipient fee. For example, 4 cents/
recipient with a flat delivery fee on top, such as $10.
Tuesday, August 4, 2009

50. THANK YOU
HTTP://MIAMIDADECOLLEGE.CREATESEND.COM
Tuesday, August 4, 2009