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Getting Started With Email Marketing

Getting Started With Email Marketing Learn How to… Build and manage your email list Use permission-based email marketing best practices Avoid common email marketing mistakes Create an effective email campaign Measure, and improve campaign results

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Getting Started With Email Marketing

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  1. Getting Started With Email Marketing Jeffrey Alexander Brathwaite Broadcast Email Expert

  2. Learn How to… • Build and manage your email list • Use permission-based email marketing best practices • Avoid common email marketing mistakes • Create an effective email campaign • Measure, and improve campaign results And, see real examples of how others have put email marketing to work for their businesses. Jeffrey Alexander Brathwaite Broadcast Email Expert

  3. Guest Book Building and Managing Your List • Collect email addresses and permission at every customer contact point: • Website • Guest book • Customer service, sales or support calls • Invoices, brochures, customer surveysand feedback forms • Tradeshows or events Jeffrey Alexander Brathwaite Broadcast Email Expert

  4. Gathering Customer Interests You add your own logo and message to subscribers. • Use data to send your customers only what they want • Learn about your customers’ interests • Collect names to personalize emails You determine your own interest categories and other data required. Jeffrey Alexander Brathwaite Broadcast Email Expert

  5. Obtaining Permission • Types of permission • Opt-in (explicit) • Purchase (implicit) • Learn more about permission • Spam or UCE • Opt-in Rental Lists • Cost 15 cents - 40 cents per name • Buyer beware – permission is not for sale! Jeffrey Alexander Brathwaite Broadcast Email Expert

  6. How to Email Responsibly • Remind recipients why they are receiving an email from you • Include unsubscribe or opt-out link • Allow subscribers to change their preferences • Post your privacy policy • Handle unsubscribes • Monitor your email frequency • CAN-SPAM Act Jeffrey Alexander Brathwaite Broadcast Email Expert

  7. Types of Campaigns • Newsletters • Customer letters • Promotions • Service announcements • New product announcements • Seasonal or holiday promotions • Coupons • Holiday greetings • Invitations Jeffrey Alexander Brathwaite Broadcast Email Expert

  8. Example: TimeShareValuesNewsletter • Educate and inform • Position yourself asan expert • Build relationships and loyalty • Begin a two-way conversation • Encourage word-of-mouth referrals Jeffrey Alexander Brathwaite Broadcast Email Expert

  9. Newsletter Content Ideas • Articles • Relevant news and events • Your own commentary • Case studies, testimonials or examples • "How-to" articles • Material from clients, vendors or readers • Frequently asked questions and answers • Readers’ Poll Jeffrey Alexander Brathwaite Broadcast Email Expert

  10. Example: Hats.comProduct Promotion • Increase sales, appointments and/or traffic • Introduce new products or sales • Promote your brand Jeffrey Alexander Brathwaite Broadcast Email Expert

  11. Example: HyPerformixCompany Update • Inform and promote • Introduce new services • Stay in front of customers Jeffrey Alexander Brathwaite Broadcast Email Expert

  12. Example: Chefpaul.comHoliday Promotion • Capture customer mind share in shopping seasons • Announce sales • Remind customers of upcoming occasions • Bring customers back Jeffrey Alexander Brathwaite Broadcast Email Expert

  13. Creating Your Campaign • First, set your goals • How will you measure success? • Purchase • Return site visit • Request for information • Appointments, etc. Jeffrey Alexander Brathwaite Broadcast Email Expert

  14. The “From:” Line • Use a name the recipient will recognize • List your company name either in the prefix (the part before the "@") or the or the domain name. • Keep it short • Be consistent 60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick Jeffrey Alexander Brathwaite Broadcast Email Expert

  15. The “Subject:” Line • Keep it short and simple • You have 3 seconds or less • 30-40 characters including spaces (5-8 words) • Incorporate a specific benefit • Include your brand • Capitalize and punctuate carefully • Test! Jeffrey Alexander Brathwaite Broadcast Email Expert

  16. Email Content & Copy • Know your target audience • Be clear and concise – less is more • Use appropriate graphics • Use white space effectively • Proofread • Capitalize and punctuate carefully Jeffrey Alexander Brathwaite Broadcast Email Expert

  17. Call-to-action links The Call-to-Action! • Use more than one • Link appropriately • Make them: • Clear • Easy • Low or no obligation • Offer an incentive or reward for action Jeffrey Alexander Brathwaite Broadcast Email Expert

  18. A Sense of Urgency • Limited time offers • Limited quantity offers • Added bonus Subject line: 48 hour sale up to 30% off! Jeffrey Alexander Brathwaite Broadcast Email Expert

  19. Things to Avoid • The words: free, guarantee, spam, credit card, sex etc. • Try fr*ee, sp^am, etc. instead • ALL CAPITAL LETTERS • Excessive punctuation !!!, ??? • Excessive use of “click here” • $$, and other symbols • No “From:” address • Misleading subject lines Example: Typical spam “From” and “Subject” lines Jeffrey Alexander Brathwaite Broadcast Email Expert

  20. Delivery Guidelines • Day of Week • Time of Day • Test! Day Time Open % Tuesday or Wednesday 11:00 AM -12:30 PM 50 - 62% Thursday 3:30 PM 34 - 44% Friday 9:30 AM 18% Jeffrey Alexander Brathwaite Broadcast Email Expert

  21. Evaluating Your Results • Sent • Bounced • Opened • Click-through (CTR) • New subscribers • Opt-outs Jeffrey Alexander Brathwaite Broadcast Email Expert

  22. Interpreting Your Results • Low open rate? • Subject line • Delivery day • Delivery time • List overuse, age or quality • Low click-through rate? • Call-to-action • Copy • Offer • High un-subscribe/opt-out rate? • Over-communication • Poor targeting Jeffrey Alexander Brathwaite Broadcast Email Expert

  23. Constant Contact Resources • Related Books • Glossary of Terms • Industry Resources • Industry Statistics • Email Marketing 101™ On-Demand Webinar SeriesA FREE On-Demand Presentation from Constant Contact! A 22-minute flash presentation educating you on the fundamentals of email marketing. Jeffrey Alexander Brathwaite Broadcast Email Expert

  24. Thank You! Questions? Jeffrey Alexander Brathwaite404-298-1061jeff@2thenextlevel.comwww.2thenextlevel.comwww.broadcastemailexpert.comwww.proemailaddress.com Jeffrey Alexander Brathwaite Broadcast Email Expert

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