Email marketing essentials for business. 10 steps for awesome email marketing.

1. Email Marketing Essentials

2. Housekeeping

3. www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides

4. We help these people with their
email marketing:
Capital Region Farmers Market – Centenary of Canberra - DDCS Family
Lawyers - Destination Marketing Store - Get it Done in Young - Old Bus Depot
Markets – RGT - Shoalhaven Holidays - Tallagandra Hill Winery - Threesides -
Visit Balranald - 3infun - ACT Exporters Network - ACT RUC Club - Batemans
Bay Beach Resort - Canberra and Capital Region Tourism Awards - Canberra
and Capital Region Truffle Festival - Canberra Furnished Accommodation -
Canberra Home Builders - Canberra Wines - Cataldo's Salon - Country
Guesthouse Schonegg – CountryLink - Developing Agents - Durras Lake North
holiday Park - Eurobodalla Coast Tourism - Freedom in Action -
gallerytwentyseven - col ellis photography - Hands Across Canberra - Jane
Brown Pearls - Jonny Cosmopolitan - Just Cuts Canberra - Lantern Thredbo
Apartments – Newcast - Ondina Communications - PCA People - Pleasurelea
Tourist resort & Caravan Park - Ride Canberra - Sportsmans Warehouse - The
Country Store - The Long Paddock - Tourism Snowy Mountains - Trevs @
Dickson - Young Tourism

5. Your Online
Marketing Tactics

6. Where does email fit within your digital
marketing tactics?
Digital
Tactics
WEBSITE &
Content
LOCAL
Listings +
directories
LINKS
connections
ADVERTISING:
AdWords +
Facebook
SEARCH
SEO / Content
EVALUATION:
Analytics +
Webmaster tools
SALES &
Distribution:
e-conmerce
DIRECT:
Email marketing
SOCIAL Media +
Review Sites

7. Jargon
EDM
Open rate
Click throughs
Subscribers
Bounce rate – Hard + Soft
Hosted system
Analytics

8. Vision 6 January – June 2013 Email Marketing Metrics Report
Unique Open Rates by Industry

9. Unique Click Through Rates by Industry
Vision 6 January – June 2013 Email Marketing Metrics Report

11. 10 steps for email marketing
1. Setting your goals
2. Develop a schedule
3. Find a system
4. Capture your audience
5. Create your content
6. Design your email
7. Testing
8. Sending
9. Monitoring
10. Being awesome

12. 1. Set your goals

13. • Sales
• Updates
• Promotion
• Engagement
• Brand building
• Promoting products
or services
• Highlighting
achievements
• Invitations
• Catalogue
Understand your goals

14. 2. Develop your
schedule

15. Develop a send schedule
• Weekly, Monthly, Quarterly
• Scheduled or ad-hoc
• Find the time that’s right for your business
Too little = Marketing to strangers
Too much = Email burnout and unsubscribes
Note: a frequent sending pattern might work initially, but
eventually recipients tire of the frequency and start marking
your mail as spam.

16. AVOID EMAIL
BURNOUT

17. 3. Choose a hosted
email system

18. Choose a hosted email system
Campaign Monitor (Pick of the bunch)
Mailchimp
Constant contact
Vertical Response
Vision 6
Silver Pop (Enterprise grade)
Threemail (Threesides CM)

19. https://vimeo.com/36948021
Hosted email editor demo

20. • White listed servers
• Auto list management
• Built in templates
• Mobile compliant
• SPAM compliant
• Coded properly
• Integrated analytics
• No big emails or
attachments
• Save massive
headaches for your IT
people (Trust me!)
Why go hosted?

21. Costs D.I.Y. Assisted
Account Setup costs –
account, lists, settings,
analytics
Your time – learning +
doing
Included with template
costs
Template design Use a pre-designed
template
$800 - $1300
($500 template only)
Content development Your time and skills $50-$150/hr
Send costs 1-5c / subscriber average 1-5c / subscriber average
Website integration Your time and skills $50-$150/hr
Strategy and planning Your time and skills $50-$150/hr

22. Should I
send emails
from my
website
system?
Before you ask the answer is NO!

23. 4. Find your audience:
List building

24. • Website opt-in form
• Competitions
• Surveys
• Trade shows / Expos
• Sign up and win
• Business cards (with Permission)
• Social media forms and links
Build and they will read...

25. Be one with your
audience.

26. 5. Create your content

27. • Clear call to action
• Relevant information
• Balanced content
• Good images
• Short messages with a read more (Click to
read)
• More links=more clicks
• Call to action in the top section of the email
Create your content

28. • Headline (linked)
• Link in first
sentence
• Scannable text
• Close with a call
to action
• Clear image
(linked)
Writing a good article

30. 6. Design your
template

31. • Start with a pre-designed template
• Customise to match your website
• Keep it consistent with your brand
• Make it mobile responsive
• Make it SPAM law compliant
• Integrate analytics
• Alt Tag images (image blocking)
Design your template

36. 7. Test your newsletter

37. • Pre send test:
– Subject Line & From Name and Address
– Spelling & grammar
– Links
– Layout
– Personalisation
• SPAM & Design test
• (A/B test) (Subject Line, From Name, Content)
• Test your website, email and telephone
• Ask your customers
Test your newsletter

40. 1.Unsolicited commercial electronic messages
must not be sent
2.Commercial electronic messages must include
accurate sender information
3.Commercial electronic messages must contain
a functional unsubscribe facility
4.Emails must be double opt-in
5.Emails must contain Australian Contact
address details
Look it up!
Industry code of practice - http://www.acma.gov.au/theACMA/Library/Industry-
library/Marketers/spam-code-of-practice
SPAM Act 2003 – http://www.comlaw.gov.au/Details/C2005C00382
SPAM Compliant EDM

41. 8. Send your
newsletter

42. • Send it right now?
• Schedule it – find
the best day and
time
• Be available after
you send – get your
staff ready
Send your newsletter

43. 9. Monitor your stats

44. • Open rates
• Click through rates
• Website activity
• Bounce rates
• Unsubscribe rates
• Complaint rates
• Browser usage
Monitor your stats

47. 10. Become an
Awesome EDM’er

48. • List Segmentation
• Auto responder welcome emails
• Customised preference centre
• Retargeting
• Automated email learning series
• Develop EDM plan +12 month schedule
• Implement ongoing list building
• Test, test and test some more
• Calculate your return on investment
Become an Awesome EDM’er

49. Get started

50. Get Started Now
1. Setting your goals
2. Develop a schedule
3. Find a system
4. Capture your audience
5. Create your content
6. Design your email
7. Testing + Sending
8. Monitor your stats and results
9. Being awesome

52. Stay In Touch
www.actdigitalenterprise.com.au
www.threesides.com.au
www.facebook.com/threesides
www.linkedin.com/company/threesides
www.slideshare.net/threesides