EMail Marketing - AIM Conference 2009

E-mail MarketingYour Highest ROI Marketing ToolSteve Lionais

Why Bother?• Easy to get started• Cost effective• Relationship

management• Lead generation• Direct marketing• $48.29 return for every $1

spent– DMA 2008

Lead Generation Tactics

Spending Trends

Email Service Providers• Dedicated IP Address• SPF and Sender ID

compliance• Reporting Tools• ISP and mailbox

relationships

Deliverability

• Mailing Behaviour• SPAM Score• List Maintenance• White List/Black List• Utilize test accounts

Influence Performance• Relevancy• Frequency• Segmentation• Customer Choice• From Name/Address• Subject Line• Email Design

Email Design

Email DesignB2C• Mostly images = 7.1%• All text = 4.7%• Mostly text = 5.3%• Equal text/images = 6.3%B2B• All text = 5.4%• Mostly text = 4.8%• Equal text/images = 3.5%

Email Design

What & When• Send as much as you can

– Newsletters– Marketing offers– Reminders– Confirmations

• Give users choice– Topics– Frequency

• Automate your program• Test & Measure

Grow Your List• Be bold• Co-registration• Go social• PPC campaigns• Offline

– Tradeshows– Sales staff

• Provide value

Recap• Service provider• Deliverability• Design• Grow your list• Test & improve

Thanks!Visit the ISL booth to win up to$2,500 in consulting services

slionais@isl.ca