Effective Email Marketing

•

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Giovanny Gutierrez

Technologie

WHY EMAIL MARKETING
WORKS

• It’s cost effective

• It’s immediate

• It’s relevant

• It’s completely measurable

Tuesday, August 4, 2009

DESIGN

•A ﬁxed width of no more than 550-600 pixels.

• The average preview pane is around 300-500 pixels high

•A lot of live text

• No Javascript. No Flash

Tuesday, August 4, 2009

LEGAL LISTS

• They opted in via your web site

• They completed an ofﬂine form and indicated they wanted to
be emailed

• They gave you their business card

• They purchased something off you in the last 2 years

• Sending emails through vendors

Tuesday, August 4, 2009

LEGAL LISTS

• You obtained the email addresses from a third party

• You scraped or “copy and pasted” the addresses from the
Internet

• You haven’t emailed that address for more than 2 years

Tuesday, August 4, 2009

HOW TO SEND
• Email Marketing Software

- Create beautiful emails

- Manages list of subscribers

- Powerful analytics

• Manually

- Spam complaints

- Manually managing subscribers

Tuesday, August 4, 2009

CAMPAIGN SNAPSHOT
Tuesday, August 4, 2009

RECIPIENT ACTIVITY
Tuesday, August 4, 2009

COMPARE CAMPAIGNS
Tuesday, August 4, 2009

WHAT IS AN OPEN RATE?

Tuesday, August 4, 2009

HOW CAN I INCREASE MY
OPEN RATE?

• Experiment with your subject lines: Try including details about
the content of the email right in the subject line.

• Send on a different day

• Get the important content up the top

Tuesday, August 4, 2009

HOW TO CONVINCE YOUR
CLIENTS

• Show them that it works!

• Show them how they can measure it working

• Explain that it’s easy to manage

• Emphasize its ﬂexibility (Case Studies, New Products, PR)

• Show them a working example

Tuesday, August 4, 2009

WHAT DO YOU CHARGE?
• Template Design (ﬂat fee or hourly rate)

• Delivery (usually dependent on the number of recipients)

• Charge your client a ﬂat monthly fee that covers any campaigns
delivered that month

• Charge them based on a pricing bracket for the number of
subscribers being sent to.

• Charge them a set per/recipient fee. For example, 4 cents/
recipient with a ﬂat delivery fee on top, such as $10.
Tuesday, August 4, 2009

THANK YOU
HTTP://MIAMIDADECOLLEGE.CREATESEND.COM

Tuesday, August 4, 2009

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Effective Email Marketing

1. EFFECTIVE EMAIL MARKETING Giovanny Gutierrez Tuesday, August 4, 2009

2. EFFECTIVE EMAIL MARKETING Giovanny Gutierrez Tuesday, August 4, 2009

3. WHY EMAIL MARKETING WORKS • It’s cost effective • It’s immediate • It’s relevant • It’s completely measurable Tuesday, August 4, 2009

4. Tuesday, August 4, 2009

5. Tuesday, August 4, 2009

6. Tuesday, August 4, 2009

7. Tuesday, August 4, 2009

8. Tuesday, August 4, 2009

9. Tuesday, August 4, 2009

10. Tuesday, August 4, 2009

11. Tuesday, August 4, 2009

12. Tuesday, August 4, 2009

13. DESIGN •A ﬁxed width of no more than 550-600 pixels. • The average preview pane is around 300-500 pixels high •A lot of live text • No Javascript. No Flash Tuesday, August 4, 2009

14. Tuesday, August 4, 2009

15. Tuesday, August 4, 2009

16. Tuesday, August 4, 2009

17. Tuesday, August 4, 2009

18. Tuesday, August 4, 2009

19. Tuesday, August 4, 2009

20. Tuesday, August 4, 2009

21. Tuesday, August 4, 2009

22. Tuesday, August 4, 2009

23. Tuesday, August 4, 2009

24. Tuesday, August 4, 2009

25. Tuesday, August 4, 2009

26. Tuesday, August 4, 2009

27. Tuesday, August 4, 2009

28. Tuesday, August 4, 2009

29. Tuesday, August 4, 2009

30. Tuesday, August 4, 2009

31. Tuesday, August 4, 2009

32. Tuesday, August 4, 2009

33. Tuesday, August 4, 2009

34. Tuesday, August 4, 2009

35. Tuesday, August 4, 2009

36. LEGAL LISTS • They opted in via your web site • They completed an ofﬂine form and indicated they wanted to be emailed • They gave you their business card • They purchased something off you in the last 2 years • Sending emails through vendors Tuesday, August 4, 2009

37. LEGAL LISTS • You obtained the email addresses from a third party • You scraped or “copy and pasted” the addresses from the Internet • You haven’t emailed that address for more than 2 years Tuesday, August 4, 2009

38. LEGAL LISTS • You obtained the email addresses from a third party • You scraped or “copy and pasted” the addresses from the Internet • You haven’t emailed that address for more than 2 years Tuesday, August 4, 2009

39. HOW TO SEND • Email Marketing Software - Create beautiful emails - Manages list of subscribers - Powerful analytics • Manually - Spam complaints - Manually managing subscribers Tuesday, August 4, 2009

40. CAMPAIGN SNAPSHOT Tuesday, August 4, 2009

41. OPENS OVER TIME Tuesday, August 4, 2009

42. RECIPIENT ACTIVITY Tuesday, August 4, 2009

43. LINK ACTIVITY Tuesday, August 4, 2009

44. BOUNCE SUMMARY Tuesday, August 4, 2009

45. COMPARE CAMPAIGNS Tuesday, August 4, 2009

46. WHAT IS AN OPEN RATE? Tuesday, August 4, 2009

47. HOW CAN I INCREASE MY OPEN RATE? • Experiment with your subject lines: Try including details about the content of the email right in the subject line. • Send on a different day • Get the important content up the top Tuesday, August 4, 2009

48. HOW TO CONVINCE YOUR CLIENTS • Show them that it works! • Show them how they can measure it working • Explain that it’s easy to manage • Emphasize its ﬂexibility (Case Studies, New Products, PR) • Show them a working example Tuesday, August 4, 2009

49. WHAT DO YOU CHARGE? • Template Design (flat fee or hourly rate) • Delivery (usually dependent on the number of recipients) • Charge your client a flat monthly fee that covers any campaigns delivered that month • Charge them based on a pricing bracket for the number of subscribers being sent to. • Charge them a set per/recipient fee. For example, 4 cents/ recipient with a flat delivery fee on top, such as $10. Tuesday, August 4, 2009

50. THANK YOU HTTP://MIAMIDADECOLLEGE.CREATESEND.COM Tuesday, August 4, 2009