Contact : Kanaidi, SE., M.Si (Penulis “Buku Dasar-Dasar PERIKLANAN”, Service Quality and Motivation Trainer, Dosen Marketing Management, Praktisi Bisnis) email : kanaidi@yahoo.com atau kanaidi963@gmail.com atau kreasitatanilai@gmail.com atau kanaidi@poltekpos.ac.id Jln. Sariasih No. 54 BANDUNG 40151 HP. 08122353284 - 087822984716 Telp/Fax. 022-4267749 PIN BBm : 27CBC148 Facebook : Kanaidi Ken & Kanaidi Ken Part II

1. Nine Strategies for
Smart Email
Marketing
Bandung, 21 - 23 Juni 2010
By :
Kanaidi, SE., M.Si
kana_ati@yahoo.com

2. Smart Email Marketing
• How many emails do you get every day? And
how many of them do you read?
• The in-box has become a fierce battleground
for your subscribers' attention.
• So let's look at effective ways and strategies to
keep your email marketing messages from
becoming victims of the delete key.

3. Nine Strategies for
Smart Email Marketing
1. Attention requires permission.
2. Know your subscribers as individuals.
3. Personalize your email marketing
campaigns.
4. Get your timing right.
5. Use Subject and Sender Wisely
6. Create a clear call to action.
7. Make Purchasing Easy
8. Test, measure, test, measure . . .
9. Be Brave in your email marketing
campaigns.

4. Attention requires permission
• You can only get the recipient's attention if
you have the explicit permission to do so. http://ken-l
• The permission doesn't guarantee that your
email marketing campaign will be a success,
but if you send without permission and your
recipients get the feeling that you want to
force something down their throat, failure is
guaranteed.

5. Know your subscribers as individuals
• Email marketing works best as one-to-one marketing (soon,
in fact, this will be the only form of marketing that will
work).
• The goal is to create a dialogue with your customers
through messages tailored to several things: their
individual needs and interests, what products they
purchesed in the past (up-selling), other related products
you offer that they might benefit from (cross-selling), their
budget, etc.
• Creating this dialogue requires you to know a lot about
your members.
You can find out by :
• tracking and analyzing their behavior, and by
• asking them.

6. Personalize your email marketing
• Even if one-to-one marketing is beyond your abilities,
personalization is a must. Greet recipients by name.
• If I get a bulk email, it feels much less bulky if it uses my
name -- and I'm more likely to read the message and
maybe risk a click or two.
• Often, you'll use the first name only, but for some
campaigns the last name will be more appropriate.
• Of course, one of the most crucial aspects of personalized
marketing is responding to individual requests. If members
send you email it means they have investigated and are
interested in your conferences.
• By failing to reply promptly, you will not only miss an
opportunity but you will probably lose a customer for life.
So make it a top priority to reply to all incoming mail within
24 hours

7. Get your timing right
• During holidays, people tend to be away from their
computers. When they return they'll get your message
along with a ton of other mail that has piled up.
• Chances are they will delete all but the most important
messages in a rush, without a second look. This is why
you should avoid conducting major email marketing
campaigns during December, January, July, and
August.
• What's the best day to send your email? This question
is probably overrated. Nevertheless, here's a simple
rule of thumb.
• If your message is of vocational interest and read at
work, send it on Wednesday or Thursday. If it's
primarily read at home and focuses on spare-time
activities, send it on Sunday.

8. Use Subject and Sender Wisely
• The Sender is the easier part. People don't take sweets
from strangers, and they don't read mail from
<mailer@mail.copycorp.com>. So don't use a mere email
address; include a real name. You can even send your
emails from a (hypothetical) real person's account.
• Writing killer subject lines is more difficult. You have only
about 40 characters to motivate your members to click and
read on.
• "What's in it for me?“
• Don't think you can trick recipients into opening your
message.
• "Want to Attend Widget World Convention at 20% off?"
• Avoid anything commonly found in the subject lines of
spam

9. Create a clear call to action
• Start by defining the desired action in your own
mind. Let's say you want your members to click
through to your site, read about your meeting,
and sign up by clicking through to your
registration form.
• Recipients need to know exactly what they
should do and what they can expect in return (as
in the instruction "Click Here for a 20% Discount
on Your Next Seminar"). Do keep the body of
your message and call to action short, but make
sure the message is long enough to present the
core benefits.

10. Make Purchasing Easy
• Design a special landing page for every
message you send (or for every call to action,
if a message contains more than one). You've
spent a lot of effort to get the recipient there;
don't strand them at this point by dumping
them into a page that fails to flow clearly from
your message to your desired action.
• Make purchasing easy at the landing page. For
example, if you have the member's name,
address, and credit card information, prefill
the form.

11. Test, measure, test, measure . . .
• Continuous testing allows you to improve your efforts
over time. Measuring click-through is a valuable tool,
but don't rely on it exclusively. Your goal is not to get
clicking customers but rather to generate satisfied
customers who repeatedly sign up for your
conferences and recommend you to others.
• In addition to tracking click-through rates, measure
your conversion rate, which tells you how many of the
recipients actually took the action you expected.
• This still does not track customer satisfaction. Repeat
purchases in response to your campaigns can serve as
an indicator of customer satisfaction. To get a better
understanding of how satisfied your customers are,
also conduct independent surveys or focus groups.

12. Be Brave in your email marketing
campaigns
• There are a hundred things to keep in mind
when designing an email campaign, and every
single one has its value.
• But if your message goes through too many
filters, it may end in the recipient's in-box as
yet another boring and conventional piece of
email, quickly dragged into the Trash folder.
• Sometimes, it pays to be brave, be creative,
and risk losing some people on your list if it
results in a more effective campaign overall.

13. Contact Us :
Ω Mapping
Ω Problem Statement
Ω Strategic Direction
►►► Conclusion
Kanaidi, SE., M.Si (Trainer & Dosen, Penulis,
Peneliti, dan PeBisnis)
e-mail : kana_ati@yahoo.com atau
kanaidi@yahoo.com
Telp : 022-2009570 ext.118
Fax : 022-2009568 HP. 0812 2353 284
www.ken-kanaidi.blogspot.com
www.ken-sukses.blogspot.com
www.pemimpin.unggul.com
www.google.com “Sukses kanaidi”
www.formulabisnis.com/?id=ken_kanaidi
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