Using Email Marketing to Convert More Leads into Sales

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<ol><li> 1. 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! </li><li> 2. 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! </li><li> 3. Using Email Marketing to Convert More Leads Why email marketing? Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009 </li><li> 4. 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) </li><li> 5. 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 ratesas well as your sales. </li><li> 6. 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 </li><li> 7. 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. </li><li> 8. 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 </li><li> 9. 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 </li><li> 10. 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! </li><li> 11. 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! </li><li> 12. 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 </li><li> 13. 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 </li><li> 14. 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 </li><li> 15. 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) </li><li> 16. Using Email Marketing to Convert More Leads Your subject line is crucial Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009 </li><li> 17. 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) </li><li> 18. 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 </li><li> 19. 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 </li></ol>