Using Email Marketing to Convert More Leads into Sales Presented at: Norvax University Conference July 30-31, 2009 Atlanta, GA By Rey Villar

2. Using Email Marketing to Convert More Leads
Why email marketing?
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
 Lower lead generation and conversion costs
 Valuable revenue-generating asset
 Better tracking capabilities
 Higher return on investment (ROI)
 More submitted apps!

3. Using Email Marketing to Convert More Leads
Your email marketing checklist
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
1. Know the law!!!
2. Select an ESP - email service provider
3. Plan a long-term campaign
4. Build your mailing list
5. Launch tips for higher open, CTR and conversion rates!

4. Using Email Marketing to Convert More Leads
Why email marketing?
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009

5. Using Email Marketing to Convert More Leads
Why email marketing?
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
 For every dollar spent on email marketing in 2007, marketers can
expect an estimated $48.29 ROI. (Direct Marketing Association, 2007)
 66% of those surveyed said they had made a purchase because
of a marketing message received through email. (ExactTarget “2008
Channel Preference Survey,” 2008)
 Email produced the highest response rates (4.09%) for those
companies whose primary objective was to generate leads.
(Direct Marketing Association, “Response Rate Trends Report,” 2007)

6. Using Email Marketing to Convert More Leads
Know the law!
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
Understanding the CAN-SPAM Act is
crucial for your long-term marketing
success:
 Not knowing and following the rules can
cost you money.
 Not knowing and following the rules
could go into your permanent record!
 Understanding the CAN-SPAM Act will
increase your delivery, open, click-
through and conversion rates…as well
as your sales.

7. Using Email Marketing to Convert More Leads
Embrace the law
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
Each commercial email MUST contain:
 Your valid physical mailing address
 An advertisement disclosure (unless double opt-in)
 Correct and legitimate header information
 An easy and no-cost “Opt-Out” mechanism

8. Using Email Marketing to Convert More Leads
Follow the law
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
NEVER do any of the following:
 Sell or share email addresses that have opted out.
 Build your list through scraping or illegal harvesting.
 Intentionally delay or hinder opt-outs.
 Use deceptive or misleading subject lines.
 Use deceptive or misleading “From” or “To” information.

9. Using Email Marketing to Convert More Leads
Use an ESP
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
 Automatically checks “spam factor” and enforces CAN-SPAM
requirements.
 Makes it easy to create and send emails to thousands of
prospects and leads.
 Cost: free trial; then affordable monthly rates.
 Recommended for beginners:
 www.iContact.com
 www.mailchimp.com
 www.ConstantContact.com

10. Using Email Marketing to Convert More Leads
Plan a long-term campaign
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
1. Segment your list
2. Create a 12-month calendar using different types
3. Decide on a template design
4. Autoresponder messages
5. Sequentially programmed messages
6. [Advanced] rules-based emails

11. Using Email Marketing to Convert More Leads
Plan for long-term needs
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
 Finding or developing quality content
 Special promotions
 Up-selling opportunities
 Collaborate with other businesses
 Integrate with your website
 [Bonus] Revive dormant leads!

12. Using Email Marketing to Convert More Leads
Build your mailing list
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
 Add your 3rd-party Internet leads
 Website subscription widget
 Newsletters and eBooks
 Contests and referrals
 Never buy email lists!

13. Using Email Marketing to Convert More Leads
Growing your list
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
 Content strategy: e-books, tools, etc.
 Contests
 Send only relevant emails to segments
 Give them a reason to stay on your list
 Triggered emails
 Ask for referrals and pass-alongs

14. Using Email Marketing to Convert More Leads
List hygiene
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
 Clean out duplicates and bad addresses
 Pay attention to “opt outs”
 Note: unsubscribes are better than spam complaints
 Expect turnover of 20% to 30% per year
 Remove or segment non-prospects

15. Using Email Marketing to Convert More Leads
Elements of an effective email
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
 Avoid fluff and generalities
 Leave readers feeling smarter
 Always have a “Call to Action”
 Always include a privacy statement
 Keep it clean (content and design)
 People like freebies, but they want relevance

16. Using Email Marketing to Convert More Leads
Subject line tips
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
 The first 40 characters are key!
 Test and keep testing!
 Up to 60% increase when localizing info and company
name included (Jupiter Research, 2007)
 2/3 of "report spam" or "junk" button clicks are due to the
subject line (Email Sender and Provider Coalition, 2007)
 The best subject lines tell what's inside; the worst subject
lines sell what's inside (MailChimp, 2007)

17. Using Email Marketing to Convert More Leads
Your subject line is crucial
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009

18. Using Email Marketing to Convert More Leads
When should you send?
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
 Weekend deliveries are best, with open rates of up to
38.3%. (eROI Email Statistics, 2006)
 Saturday is best for click-throughs (5.4%), followed
closely by Thursday. (eROI Email Statistics, 2006)
 Consumers overwhelmingly prefer to receive
commercial emails on Wednesdays and Fridays. (eROI
Email Statistics, 2006)

19. Using Email Marketing to Convert More Leads
Email marketing tips
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
 For better response and conversions: Test, Test, Test
 More emails/week = more opt-outs
 Use landing pages when possible
 Simpler alternatives: blogs and autoresponders

20. Using Email Marketing to Convert More Leads
Your email marketing checklist
Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009
1. Know the law!!!
2. Select an ESP - email service provider
3. Plan a long-term campaign
4. Build your mailing list
5. Create and use effective (relevant) content