This presentation was created for the Brown Bag Lunch Series for the Louisiana Southeast Small Business Development Center and will also be shared at other short presentations to educate attendees on the basics of email marketing.

1. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
Kim Walker
e~Mail Marketing
Extraordaire
www.inyourcornermar
keting.com
www.facebook.com/in
yourcorner
www.twitter.com/kim
mikay
Phone: 919-602-
6942
kim@inyourcornermar
keting.com
immi
kay
© Kim Walker, 2010
The Power
of e-Mail
Marketing
~ is it for me?
~ why should I?
~ how do I?

2. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
Why
e-Mail
Marketing?
immi
kay
© Kim Walker, 2010
Because almost everyone your
business needs to reach reads it:
• 91% of Internet users between the
ages of 18 and 64 send or read email
• An even higher number of users ages
65 or older do the same
• 147 million people across the country
use email, most use it every day
Source: eMarketer

3. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
You & Me
e-Mail
immi
kay
© Kim Walker, 2010
A quick survey:
1.Who is currently using email
marketing?
2.When do you receive the most email
marketing pieces?
3.What do you like about the emails
you receive?
4.What do you dislike about the emails
you receive?

4. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
Why
e-Mail
Marketing?
The Communications
Impact
immi
kay
© Kim Walker, 2010

5. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
Why
e-Mail
Marketing?
immi
kay
© Kim Walker, 2010
It’s cost-effective:
Direct mail vs Email
• For the same response, direct mail costs
20 TIMES as much as email
• Email ROI is the highest when compared
to other Internet marketing mediums.
• Email works. Every $ spent on email
marketing in 2007, marketers received an
estimated $48.29 ROI (Direct Marketing Association 2007)
There’s Gotta Be a Catch, Right?
RIGHT!

6. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
Why
e-Mail
Marketing?
TO
CONNECT
immi
kay
© Kim Walker, 2010
CONNECT
To build relationships through effective
communication. It takes an average of 7 touches to
convert to a sale. Do you want to do that through
newspaper/magazine ads, radio or effective email? It
costs 6-7 times more to gain than to retain.
Keep your customers coming back!
• You’ve already paid for them!
• Repeat customers spend 67% more!
• They are your referral engine! (after 10 purchases a
client has already referred 7 people…Bain & Company,
2002)

7. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
Why
e-Mail
Marketing?
TO
INFORM
immi
kay
© Kim Walker, 2010
INFORM
Those buying into your message. Develop lists
based on reader preferences, choose an effective
email format/content and deciding what day/time to
send your email.
Decide – Do I want to:
1.Promote
a. Motivate Purchases
b. Increase event attendance
2.Inform
a. Inform potential clients
b. Differentiate my business
3.Relate
a. Increase loyalty
b. Encourage more referrals

8. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
Why
e-Mail
Marketing?
TO
INFORM
immi
kay
© Kim Walker, 2010

9. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
Why
e-Mail
Marketing?
TO
GROW
immi
kay
© Kim Walker, 2010
GROW
Your business through thoughtful marketing and
analysis/follow-up. Track and improve deliverability,
increase opens, clicks and forwards as well as
reducing unsubscribe requests. Maintaining/growing
your list.

10. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
Why
e-Mail
Marketing?
TO
GROW
immi
kay
© Kim Walker, 2010
GROW
OPENS – Determined by the # of people who d/l
images, double click to open and click on links
CLICK-THROUGHS – Alerts you as to what your
readers are interested in so that you can continue to
engage them in the future.
MANAGING YOUR LIST – Using the reports to
manage bounces by removing, updating and adding.
HARD BOUNCE – Permanent. Non existent email
address, Misspelled or no longer in use
SOFT BOUNCE – Could be temporary. Out of
office reply, server was down, full mailbox

11. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
How
can I
use
e-Mail
Marketing?
immi
kay
© Kim Walker, 2010
• Share articles relating to the season, special
products/services
• Showcase trainings/certifications
• Introduce new hires, staff promotions
• Invite to events
• “Friends in Business” Referrals
• Testimonials
• Coupons/specials
• Make an appointment links
• Find us..on Facebook, Twitter, Our website,
etc
• Birthday/anniversary cards
• Thanksgiving cards (I don’t suggest
Christmas)

12. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
What do I
do now?
I want to
get started!
immi
kay
© Kim Walker, 2010
TIPS FOR GETTING STARTED
1.Start building your list
2.Gather materials (logo, URL’s for sites to
refer to, images)
3.Sign up for an email service (my
recommendation is Constant Contact – I can
help you get set up).
4.Think of content for your newsletter/email.

13. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
What do I
do now?
I want to
get started!
immi
kay
© Kim Walker, 2010
TIPS FOR BUILDING YOUR LIST
1.Start with your current clients.
2.Put a sign-up invitation on your website
3.Add a sign-up to your Facebook/reference it
on Twitter, etc
4.Add a sign-up to your email signature line
5.Put a sign-up sheet at your point of sale

14. “People don’t care how much you know until they know how much y
~ Theodore Roosevelt
Kim Walker
e~Mail Marketing
Extraordaire
www.inyourcornermar
keting.com
www.facebook.com/in
yourcorner
www.twitter.com/kim
mikay
Phone: 919-602-
6942
kim@inyourcornermar
keting.com
immi
kay
© Kim Walker, 2010