Oconomowoc Rotary – Nov. 2, 2009

Presented by:Kate Winckler and Christy Lui

Marketing On Demand LLC

Effective Email Marketing

www.mktondemand.com

OR,“How to send emails for your business that your customers will love, while not being an EVIL SPAMMER.”

Today’s Topics

1. What is e-mail marketing, and why should you do it?

2. 3 yypes of e-mail marketing

3. How to avoid being SPAM

4. How to craft effective content

5. Planning, design and layout

6. Why you should work with an Email Service Provider

7. Measurement

8. Summary and Q & A

What is it, and why should you do it?

Sending email messages to your ‘customer community’ -- aka, people who WANT to engage with you

Email blows away print for cost effectivenessROI – national average (2008) was $45 in revenue

generated for every dollar spentResponsive and measurableDone right, it engages and builds relationships with

your customers

Types of Email Marketinge-newsletters – high-value, long-term,

information-heavy or complex services. Drives traffic to your web site.

e-promotions – best for retail, coupons, specials. Can drive traffic to a specific landing page or to your website.

e-relationships – Customer service, PR, “quick updates,” drives traffic to your web site.

E-newsletter: Haul Bikes

Email offers shipping discounts and travel tips

Helps build SEO rankings

Sent to 3700 existing customers and prospects

E-promotion: Wicks Wood Floors

Email offers (coupons) are the same as in print advertising

Sent to existing customer list and new prospects

E-promotion: Tony Casper Photography

Introduces a new fine art piece with a story

Has a specific offer (discount on frames and shipping)to existing customers and prospects

Helps to build an ongoing relationship with your audience or customers

Provides useful, timely information in a concise format

E-Relationship emails

A few choice words about SPAM

How to comply with SPAM laws

1. The “TO” and “FROM” information must not be misleading.

2. The SUBJECT line must not be misleading.

3. Include your physical address in the email.

4. Include a working unsubscribe option. 5. Use Opt-In lists only

How to grow your subscriber list

1. Organically (opt-in)2. Word of mouth/viral (forward to a

friend)3. Paid acquisition (buying a list)

How to craft effective content

Have a clear strategy and goalsKnow your audienceHave a clear call to action ('a

confused mind always says no')Use “What’s in it for me?”

language to sell VALUE

Best practices for design and layout

1. “From” line – avoid trigger words2. “Subject” line – from a real address3. Preview pane – attention-getting

message4. Consistent creative and message5. Balance HTML, images and text

“Preview” pane

Microsoft Outlook 2007Auto-Preview turned on

Test in different email programs

Look at your list:

B2B audience: Microsoft Outlook 2003, 2007, Lotus Notes and Entourage

Consumer/retail: Yahoo, Gmail, Apple mail, AOL and Hotmail

Your ESP can help

How to choose an ESP(email service provider)

Email Service Provider

Who Should Use

Campaign Monitor

Web Designers who are comfortable coding their own HTML. Pay for what you send; intuitive interface.

Mail ChimpWeb Designers who prefer a monthly pricing option; designers

creating simple email layouts or postcards with the online design tools.

A WeberMarketing and sales professionals with limited HTML

knowledge. Good testing features (A/B splits); takes spam very seriously; reliable delivery reputation. Companies with online stores and product-based marketing strategies.

Constant Contact

Business owners who want an easy template-driven email service, and who have neither design nor HTML skills.

iContact Value priced option for small business owners who have some HTML skills.

myEmma.com Self-serve options for startups, agencies and larger lists; some customization available. Offers a 20% nonprofit disc.

Measuring a campaign

Summary

Done right, email marketing is inexpensive and effective

Planning, design and content make a difference

Don’t let your business get caught by “amateur emails” – your brand is at stake

Use an EMAIL SERVICE PROVIDER

Today’s presentation will be available to download from

our website:

www.mktondemand.com

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