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How to grow your business with email marketing by solutions for growth

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Solutions for Growth
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How to Grow Your Business with Email Marketing David Fischer
Solutions for Growth ,[object Object],Among the tools we use is email marketing We manage dozens of email newsletters monthly ,[object Object],Over 400,000 customers, 6 x larger than next provider Leader in social media integration © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
What is Email Marketing andwhy does it work? Quick to set up Immediate and easily measurable results Advanced customer segmentation and personalization Integrates with other online and offline marketing High return on investment 2010 DMA declared email marketing the marketing channel with the highest ROI ($43 in sales for each dollar invested) © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
What is Email Marketing andwhy does it work? Stay top-of-mind Continues a relationship you initiated with website visitors or customers Provides the reader with something valuable (information, coupons, community) in return for access to their email inbox Affordable © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Why Email? Because everyone reads it: 91% of Internet users between the ages of 18 and 64 send or read email 147 million people across the country use email, most use it every day © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Email Marketing is… ,[object Object],  ,[object Object],   ,[object Object],  Email is easy to do, but it’s hard to do well! Email – simply powerful, yet exceptionally complex! © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
It’s a 2-Step Process Step 1 Strategy and list building Step 2 Use best practices for success © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Email Marketing Step 1 Strategy and list building © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Best Practices to increase success Setting objectives ,[object Object],Enhance customer / brand awareness Interact with my customers Increase event attendance Bring visitors back to my website Obtain donations for my nonprofit ,[object Object]
What information to collect
Communication type
Communication frequency
Measuring success© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Planning for Success ,[object Object]
When should the email be sent?
ContentIt’s not about you It’s about what you know that is relevant to your readers ,[object Object],Get the tone right Be an expert Focus on long term Develop a relationship © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Step 1 - Building your list where you connect Where else do you have contact? © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
List Building The most important factor in successful email marketing is the list No matter how good your offer, if you don’t email the right target you will not get the response you want. ,[object Object],© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Segment ,[object Object],More relevant ,[object Object]
Slow customers
Great customers
By productCommunicate effectively ,[object Object],© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Email Marketing is NOT Number one reason that consumers opt out of email ? Emails received were not relevant to them. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Permission and Spam ,[object Object]
Requests for information, registrations forms, existing customer relationship
Spam – unsolicited commercial email
While tempting, it will have a negative impact on your business
CAN SPAM compliance© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Email Service vs. Outlook Standard Email Programs such as Outlook Email marketing providers automate best practices Examples and features based on Constant Contact © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Using an email service provider ,[object Object]
Provide templates
Reinforce brand identity
Email addressed to recipient only
Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes
Improves email delivery, tracks results and obeys the law
Ultimately, delivers to your recipients a better and more effective product!© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Email Marketing Step 2 Use best practices for success © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Look Professional ,[object Object]
Keep your design clean and uncluttered
Don’t rely too much on graphics and use white space effectively
Ensure that the most relevant messages are at the top of the page, above the “fold line”
Include Call To Action links
Proofread
Make it easy to share© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Content Has to Meet Your Objectives “I want to…” Promote Motivate purchases Increase event attendance Inform potential customers Differentiate Relate Increase loyalty Encourage referrals ,[object Object]
Newsletters
Alerts
Upsells
Reminders
Win-back programs
Gift suggestions
Information© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
Content Has to Have Value Promotional Email Discounts, Coupons, Offers, Incentives Relational Email Special Privileges, Acknowledgement Informative Email Advice, Research, Facts, Opinions © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

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How to grow your business with email marketing by solutions for growth

  • 1. How to Grow Your Business with Email Marketing David Fischer
  • 2.
  • 3. What is Email Marketing andwhy does it work? Quick to set up Immediate and easily measurable results Advanced customer segmentation and personalization Integrates with other online and offline marketing High return on investment 2010 DMA declared email marketing the marketing channel with the highest ROI ($43 in sales for each dollar invested) © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 4. What is Email Marketing andwhy does it work? Stay top-of-mind Continues a relationship you initiated with website visitors or customers Provides the reader with something valuable (information, coupons, community) in return for access to their email inbox Affordable © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 5. Why Email? Because everyone reads it: 91% of Internet users between the ages of 18 and 64 send or read email 147 million people across the country use email, most use it every day © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 6.
  • 7. It’s a 2-Step Process Step 1 Strategy and list building Step 2 Use best practices for success © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 8. Email Marketing Step 1 Strategy and list building © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 9.
  • 13. Measuring success© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 14.
  • 15. When should the email be sent?
  • 16.
  • 17. Step 1 - Building your list where you connect Where else do you have contact? © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 18.
  • 19.
  • 22.
  • 23. Email Marketing is NOT Number one reason that consumers opt out of email ? Emails received were not relevant to them. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 24.
  • 25. Requests for information, registrations forms, existing customer relationship
  • 26. Spam – unsolicited commercial email
  • 27. While tempting, it will have a negative impact on your business
  • 28. CAN SPAM compliance© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 29. Email Service vs. Outlook Standard Email Programs such as Outlook Email marketing providers automate best practices Examples and features based on Constant Contact © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 30.
  • 33. Email addressed to recipient only
  • 34. Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes
  • 35. Improves email delivery, tracks results and obeys the law
  • 36. Ultimately, delivers to your recipients a better and more effective product!© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 37. Email Marketing Step 2 Use best practices for success © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 38.
  • 39. Keep your design clean and uncluttered
  • 40. Don’t rely too much on graphics and use white space effectively
  • 41. Ensure that the most relevant messages are at the top of the page, above the “fold line”
  • 42. Include Call To Action links
  • 44. Make it easy to share© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 45.
  • 52. Information© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 53. Content Has to Have Value Promotional Email Discounts, Coupons, Offers, Incentives Relational Email Special Privileges, Acknowledgement Informative Email Advice, Research, Facts, Opinions © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 54.
  • 55.
  • 56.
  • 57. Calling Your Audience to Action Calls to Action Include Links to click on Information to print out Phone numbers to call Instructions for reading the email Instructions for saving the email Describe the immediate benefits What’s in it for your audience? Why should they do it now? © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 58.
  • 59. Image Blocking Images must be enabled Default setting is manual –unlikely to change Use image descriptions Avoid image-only messages © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 60.
  • 61. Email Marketing Getting Emails Opened © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 62.
  • 63.
  • 64. Avoiding “Spam-speak” The words: free, guarantee, spam, credit card etc. ALL CAPITAL LETTERS Excessive punctuation !!!, ??? Excessive use of “click here” $$, L@@K and other symbols No “From:” address Misleading subject lines © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 65.
  • 67. But…don’t be creepy!© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 68.
  • 69. Watch trends over time© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 70.
  • 71. Understanding “Open” Rates Open tracking indicates level of interaction, not delivery An image imbedded in the email was enabled by the recipient I’m interested © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 72.
  • 73. Assume email is being received© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 74. Understanding Click-Through Rates A click-through happens when your subscriber clicks a link to Visit your website Download a file Take an online survey Send you an email © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 75.
  • 76. Use links to drive traffic toward your goalUse click tracking to determine… Audience interests Clicks tell you what topics were interesting Save clickers in an interest list for targeted follow up © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 77. Understanding Unsubscribe Requests An unsubscribe request happens when your subscriber no longer wants to receive your emails Offer your subscribers permanent list removal Best practice is automatic removal with an unsubscribe link © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 78. Reducing Unsubscribe Requests Why do people unsubscribe? Over-communication and irrelevant content Poor targeting Enable your audience to leave comments when unsubscribing from your list © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 79. Understanding Email Forwarding Providing a forward link in your emails helps to… Identify people who forward your emails Format your forwarded emails correctly Enable the people who email to join your email list © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 80.
  • 81.
  • 82.
  • 86. Segments© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 87. Email Marketing Example © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 88. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 89. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 90. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 91. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 92.
  • 93. Devises strategy to reach goals
  • 94.
  • 97. Reporting© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 98. Sign up for your FREE Constant Contact 60-day trial today! www.constantcontact.com/index.jsp?pn= SolutionsForGrowth David.Fischer@SolutionsForGrowthLLC.com 914-533-7226 www.SolutionsForGrowthLLC.com © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com
  • 99. Questions? David.Fischer@SolutionsForGrowthLLC.com 914-533-7226 www.SolutionsForGrowthLLC.com © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Notas del editor

  1. Standard email programs such as OutlookLimited # of emails sent at one timeNo formatting controlList break up more susceptible to filtersNo cohesive brandingNo tracking and reporting of emailsEmail marketing services automate best practicesReinforce brand identityEmail addressed to recipient onlyManage lists – adding new subscribers, handling bounce-backs, removing unsubscribesEnsure mail delivery, track results and obeys the law
  2. NewslettersFrequency: regular i.e. monthly / weeklyLots of educational content (typically non-promotional)Use bullets, summarize information, be concisePromotions / Invitations / SurveysFrequency: depends on your business and sales cycleFocus on promotion / limited contentUse content to invite click-through or other actionAnnouncementsFrequency: event-drivenPress releases, holiday greetings, thank you cardsUse content to build deeper relationships