WelcomeIncrease Sales with

Email Marketing30.01.14

Housekeeping

• The Theory• 11:15am Break• The Rules• 1 – 2pm Lunch• The Technology• 3.15pm Break• The Plan• 4pm Finish• Slides will be distributed by email

Background

• Co-founder of the Digital Business Institute• Digital Marketing past 8 years• Social Media and Email

Marketing• Some Internet Start-Ups• Subscription Marketing• Online Learning / Membership

Sites

What is Email Marketing?

• Exercise– What is email marketing?– Do you subscribe to any mailing lists?– Why?

• Using email effectively– For Customer Retention– To Upsell

Why Email Marketing?

People buy when they are ready to buy, not when you are ready to sell.

Effective and Efficient way to stay ‘front of mind’ with customers, both existing and potential.

Just a click away to buy.

Email Marketing vs. Social Media

• Use both• Use one to promote the other– Lead Magnet– Customised Tab– Automated Tweets

• Social is more often• Email is more direct• Just a click away to buy

The Benefits

• Highly Targeted: dynamic, personalized content• Immediate: shorter lead times• Test and Refine: ensuring optimal results through continuous

improvement.• Measurable: effectiveness of campaigns (ROI).• Greater insight into customer behaviour.• Reach: unlimited distribution globally, infinitely scalable• Better conversion rates: seamless – uninterrupted process

from prospect to customer in a matter of clicks.• Cost effective: fast acting, flexible focused campaigns equals

maximum return on investment.

The Money is in the List

The Challenge

The Receiver

• 83%: Used the Report Spam button• 80%: Use it without opening the message• 73%: Base decision on the “From" line• 69%: Base decision on Subject Line• 20%: Use the spam button to unsubscribe

Successful Email Marketing

• Who are your audience?• What are your objectives?• Provide choice – HTML and Text• Targeting• Segment• Personalise• Relevance• Subscription – Double Opt in and Unsubscribe• Frequency – how often and when

Subject Lines

• 50 Characters long• Personalise• INCLUDE benefit and timeline• Learn how to .... in 10 Days• Avoid [benefit] right now• FREE delivery this weekend• People buy to avoid pain or get pleasure• EXERCISE – Subject Line

Email Structure

• Use first name• Single objective• Write for your audience • Conversation style as if for one person• Short and to the point– Bullet points

• Build relationships• Unsubscribe is a legal requirement

Email Structure

• Nice images – use ALT Tag– Small file size

• Repeat call to action 3 times• Side bars for key information• Consider testimonials • Use P.S• Include ability for people to share • Consider scanned signature• Please check SPAM folder• HTML and online version

Collection Points

• Website– Video

• Blog including every blog post• Opt in Boxes online and in print• Facebook– Facebook Apps

• Social Media to send to the above• Automated Tweeting• Short form e.g. Name, Email

Collection Points

• List Building– Competitions– Subscribe Bribe – FREE eBook, Report, Advice

• Joint Ventures

Autoresponders

• MailChimp• Aweber• Both services handle volume control• Segment your database

Check statistics

• Delivered >95%• Monitor open rates >25%• Monitor click rates > 3%• ‘Conversion to Sales’ Rate– What is acceptable for you?

• Monitor Website Traffic – Google Analytics• Rinse and Repeat

Other Tips

• Remove SPAM flag addresses– e.g. postmaster@

• Check Blacklists• Spell Check• Test - Send to self and a double checker

Plan

• Define your Audience• Start List Building – Collection Points• What will you send and how often?• What Mail Service? e.g. MailChimp• What is your Upsell?

THANK YOUFeedback – Q & A

johnny@johnnybeirne.com