Learn how to have a long term relationship with your subscribers, built on trust and respect which is mutually beneficial.

1. Establish a Relationship which Develops Trust
and Loyalty and Brings Them Back To Your Site
Where They May Become Customers
EMAIL
MARKETING

2. A LITTLE
ABOUT US
We help companies present a stellar digital presence
to their prospects which, establishes their expertise
and builds trust that turns leads into clients.
We are more than website designers. We practice
Website therapy. - Judi Knight

3. MARKETING
HAS
CHANGED

4. WHAT IS
CONTENT
MARKETING?
!
!
!
!
4
Content
Marketing
is
creating
and
sharing
valuable
free
content
of
interest
to
your
“Right
Clients”
which
serves
the
purpose
of
attracting
a
larger
prospect
base,
that
will
bring
in
leads,
who
you
can
nurture
and
educate
and
convert
into
customers.
These
customers
will
become
repeat
buyers
and
good
sources
for
on-­‐going
referrals.

5. WHAT IS
EMAIL
MARKETING?
!
!
!
!
5
Email
Marketing.
The
process
of
engaging
by
email
with
your
customers,
prospects
and
followers,
based
upon
gaining
their
permission
for
you
to
do
so.
The
expectation
is
that
by
sharing
valuable
free
content
of
interest
to
your
list,
you
can
nurture
and
educate
them
and
possibly
convert
them
into
customers.
These
customers
will
become
repeat
buyers
and
good
sources
for
on-­‐going
referrals.

6. GOOD NEWS
6
We all have a voice on the Internet.

7. BAD NEWS
7
We all have a voice on the Internet.

8. WHAT MUST
YOU DO?
8

9. BECOME A TRUSTED
AUTHORITY
Establish your Expertise
Creating
content
that
demonstrates
your
expertise
is
so
much
better
than
claiming
greatness
for
yourself.
Show
rather
than
tell.

10. HOW IT
WORKS
10

11. HOW IT
WORKS
11

12. WHAT MUST
YOU DO?
12
Practice Empathy
• What do your people want and need?
• Get inside their heads. Walk in their shoes.
• What would you want?
• How would you want to be talked to?
• What tone?
• What content?
• How often?

13. BEWARE OF THE
GROUPON EFFECT
13
Let’s wait for the sale. They do them every month.

14. EDITORIAL
CALENDAR
14
• Determine content types for various
segmentations of your customers.
• Identify holiday content and promotions,
• Create blog posts.
• Repurpose blog content into Social Media, Email,
Slideshare, Video, Webinars.

15. PROTECT THIS TRUSTED RELATIONSHIP
DEVELOP A ROUTINE PEOPLE CAN COUNT ON
REMEMBER MOBILE
BRING PEOPLE BACK TO YOUR SITE WITH EMAIL
FIND YOUR VOICE AND BE REAL
KEYS TO THE KINGDOM
15
KEEP IT SIMPLE SO IT GETS DONE
SHARE ON THE SOCIAL MEDIA PLATFORMS YOUR CLIENTS USE
CREATE EXTREMELY USEFUL CONTENT
!
!
!
People
think
the
main
barrier
to
online
marketing
success
is
a
lack
of
traffic.
But
it’s
really
a
lack
of
trust.
People
love
to
buy
stuff,
but
they
hate
to
feel
sold.
PROOF READ AND CHECK YOUR LINKS
GROW YOUR LIST
HELP DON’T SELL

16. ONE: BRING PEOPLE
BACK WITH EMAIL
After
your
website
and
blog,
it
is
the
most
important
thing
you
can
do
to
establish
your
credibility
and
develop
a
relationship
with
your
people.
Email Is the secret weapon.

17. TWO: PROTECT THIS
RELATIONSHIP
•Be
careful
with
what
you
are
sending
out
and
how
often.
•Think
about
your
list
as
one
friend.
How
would
this
person
receive
what
you
are
sending
out.
•How
would
they
feel
with
the
way
you
are
speaking
to
them.
•What
would
they
think
by
the
number
of
times
you
are
emailing
them?

18. THREE: HELP
DON’T SELL
•Create great informative content.
•Learn how to write great headlines and
posts with intriguing hooks.
•Many people think the main barrier to
online marketing success is a lack of traffic.
But it’s really a lack of trust.
People love to buy stuff, but hate to feel sold.

19. FOUR: CREATE
EXTREMELY USEFUL
CONTENT.
You
need
to
be
extremely
Empathetic
and
think
about
what
your
people
would
want
to
receive
from
you.
Could
be
useful
or
entertaining
or
informative
or
beautiful
but
it
must
be
relevant
to
them.
!
!
!

20. FIVE: DEVELOP A
ROUTINE
People
need
to
count
on
you.
Develop
a
rhythm
they
can
count
on.
If
you
send
out
other
emails
between
your
main
email
newsletter
do
it
with
plain
text,
like
a
friend
would.
!
!

21. SIX: FIND YOUR
VOICE
You
want
your
readers
to
feel
like
you
are
talking
just
to
them,
personally.
Use
their
name
with
a
dynamic
field.
Write
as
if
you
were
writing
to
a
friend.
!
!

22. SEVEN: KEEP IT
SIMPLE
These
days
you
need
to
keep
the
email
short
and
sweet.
If
your
template
is
too
complicated
you
will
never
keep
up
your
newsletter.
Think
of
this
as
a
teaser
to
send
them
back
to
your
website
where
the
real
goodies
live.
!

23. NINE:REMEMBER
MOBILE
!
43%
(and
rising
everyday)
of
people
are
going
to
view
your
email
on
their
mobile
phone.
Check
this
view
and
be
sure
it
works
for
them.

24. TEN: PROOF READ
AND CHECK LINKS
•No one is perfect but try to be. It is horrible
to have to send out corrections.
•Send yourself and someone else a test
before it goes out.
•Make sure the other person proofs it.

25. EIGHT: GROW
YOUR LIST
•Your
list
is
golden.
•The
bigger
the
list
the
better
the
sales.
•Don’t
send
things
to
people
without
permission.
•Do
things
that
generate
new
subscribers
such
as
webinars
or
free
offerings.
•Put
your
link
in
your
email
signature.
•Study
techniques
to
grow
the
list
and
do
them.

26. GIVE IT A
TRY?
!
Hang out with Judi Knight every Wednesday Morning with Just a Digital Minute.
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