This document provides information about email marketing. It begins by stating that email marketing is an important tool that cannot be ignored. It then discusses what email marketing is, common objectives, why it works, tips for strategy and techniques, the importance of permission, targeting, format, frequency, content, evaluation and results. The document provides details on each of these topics to help explain email marketing and how to effectively implement an email marketing campaign.

1. eMail Marketing Chad Miller

2. eMail Marketing, the marketing tool you can't afford to ignore.

3. “e-Mail Marketing is the wave of the future. Fast and cost-effective, e-mail must become an important part of your integrated marketing and media plan.” Peppers & Rogers Group

4. Answering the WHAT? WHY? and HOW? What is eMail Marketing? Why does it work? How to do it?

5. What Is Email Marketing? Utilizing email to deliver professional communications to an interested audience containing information the recipient finds valuable in order to: establish regular, on going relationship educate promote identity awareness stay “top-of-mind” with subscribers spark immediately action broaden your audience

7. Acquire new leads/ registrants/ customers/ clients

8. Drive immediate sales

9. Enhance customer retention

10. Build stronger relationships with existing customers/clients

11. Provide company or product information

12. Increase revenues by up-selling to existing customers/clients

13. Post-order targeted e-mails

15. Specials/offers from local retailers or restaurants

16. Household tips/recipes/crafts

17. Humor

18. Travel

19. Entertainment

20. Weather

21. Local news

22. Tech/business news

23. Finance/stock information

25. Quick Response Cycles

26. Generates Revenues

27. Popular Medium

28. Effective Medium

29. Results are Measurable

31. Relevant information

32. Good prices

33. Friend has recommended

34. Price/coupon/reward

35. Timely

36. Compelling subject

38. Revenue Generated through eMail Usage among US companies, 2002 Source: AIM, April 2002, n=110 companies

39. Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic Source: Forrester Research, March 2001

40. Online Marketing Methods used for effective acquisition versus retention Source: DMA- April, 2002

41. Why Does “Good” Email Work? Because people open email from businesses they know and trust…

43. Invest in the relationship to build trust (evaluate your results and refine yourprocess)

44. Step 1: Making the Connection

45. Step 2: Nurture the Connection

46. Step 3: Invest in the Relationship

48. Permission and SPAM

49. Targeting and Segmentation

50. Format and Frequency

52. No formatting control

53. List break up more susceptible to Filters

54. No cohesive branding

56. Reinforce brand identity

57. Email addressed to recipient only

58. Manage lists – adding new subscribers, handling bouncebacks, removing unsubscribes

59. Ensure email delivery, tracksresults and obeys the law

60. WWW.MAILCHIMP.COMWWW.CONSTANTCONTACT.COM

63. Be a Trusted Sender CAN-SPAM Act Compliance: US Federal Requirements • “real” (clearly identified) Sender Address • real, working “Reply To” address • clearly defined content (reason to contact recipient) • real, working unsubscribe link • clearly identified Corporate Address • you can find more information at www.ftc.gov/spam

65. Directory crawling

66. Monitor your email frequencyAsk Yourself: •Do they know you? •Do they want your email?

68. No longer interested in your content

69. Don’t recognize your name / brand

70. Don’t remember subscribing

73. Enhance customer / brand awareness

74. Interact with my customers

75. Increase event attendance

76. Bring visitors back to my website

78. Communication type

79. Communication frequency

81. Use data collected to send your customers only what they want

82. Learn about your customers’ interests

83. Collect names to personalize emails

85. Website Contests—give away snowboards, tickets to

89. 2, 4, 6 product promotions, coupons

91. Educational with targeted message

93. Include frequency in online sign-up “Monthly Newsletter”

94. Coordinate timing for maximum impact

95. Newsletters (monthly / quarterly)

97. Create a Schedule Email Frequency Planner

98. Getting Email Opened

102. Be consistent60% of consumers say the"from" line most often determines whether they open an email or delete it. Source: DoubleClick

104. Excessive punctuation !!!, ???

105. Excessive use of “click here”

106. $$, and other symbols

107. Info@url.com or

108. Sales@url.com as “From:” address

109. Misleading subject lines

111. Our Treat

112. Be Our Guest

113. Giveaway

114. Zero CostThe Dos and Don’ts

115. Creating Compelling Content

117. Be clear and concise

118. Use appropriate graphics

119. Use white space effectively

120. Include “Call to Action” links

121. Create sense of urgency

122. Capitalize and punctuate Carefully

123. Proofread

125. Be clear and concise

126. Use appropriate graphics

127. Use white space effectively

128. Include “Call to Action” links

129. Create sense of urgency

130. Capitalize and punctuate carefully

131. Proofread

132. Design for “above the fold”Free Content Article Resources Amazines – www.amazines.com EzineArticles - www.ezinearticles.com Go Articles – www.goarticles.com Idea Marketers – www.ideamarketers.com iSnare Articles – www.isnare.com

133. Evaluating Your Campaign Results

135. Bounced Messages

136. Delivery Rate

137. Opens

138. Clicks

139. Forwards

140. Unsubscribes

142. Servers are down

143. Mailboxes are full

144. Email is blocked

146. Servers are down

147. Mailboxes are full

148. Email is blocked

150. Delivery day / time

151. List overuse, age, or quality

152. Device people are using

153. Images disabledWatch your trends over time

155. Copy

156. OfferWhat were they interested in?

158. Copy

159. OfferWhat were they interested in? What next? Just getting started? 1) Start building your list 2) Learn how to create a campaign Been doing it a while? 1) Is your subject line inviting? 2) Does your content leave your readers wanting more? 3) Attend an webinar on content creation Think you are an expert? 1) Test multiple subject lines, days of the week, time of day. 2) Check out the CC community to share ideas with other experts.

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163. Senior marketing idea Offer free/discount for # of referrals Collect emails Market to friends Offer same offer to new clients Repeat pattern / tweak as needed

164. Thank You!