This document summarizes an email marketing presentation given to Chamber of Commerce members. It discusses the purpose and benefits of email marketing, strategies for growing subscribers and retaining them, different types of marketing emails like newsletters and lead nurturing, and critical elements of an effective email like the subject line and unsubscribe link. Attendees are encouraged to ask follow up questions of the presenters and subcommittee members.

1. Email Marketing
November 20, 2014

2. The purpose of this meeting is to inform and introduce technology to Chamber members, not necessarily to give a complete education on the topics discussed.
Some of the technologies discussed are quite often available through Chamber member companies, including several of the volunteers in the subcommittee. Other topics are presented as classes by the Chambers.
If you would like to discuss any of these topics more in- depth, please contact one of the subcommittee members after the meeting and we’ll get you in touch with the best contact for your interest.
Mission

3. Sub-Committee
Chamber Member Companies working together to bring you the information on the technological topics that interest you and can benefit your business!
Co-Chairman
Ken Tucker, Changescape Web
Mark Peimann, EPC Computers
Andy Kastrup, ProTronics Technologies, Inc.
Art & Candy Zemon, Hen’s Teeth Network
Beth Richter, ProTronics Technologies, Inc.
Don & David Weir, Managed Computer Services
Paul Barthel, Minuteman Press
Randy Downs, Independent Consultant

4. “Like” our Facebook Event & Page
facebook.com/STCCTechComm

5. Email Marketing
Presented by:
Ken Tucker
November 2014

6. Target the right audience at the right time with the right message
Why Do Email Marketing?
Email marketing is a powerful channel for driving real business results and achieving measurable ROI
Email marketing is better at driving sales than social media (typically) but falls a distant second to search (but can be cheaper to attain).

7. Email Marketing Solutions
•Credible email marketing solutions:
•Constant Contact – constantcontact.com
•Mailchimp – mailchimp.com
•AWeber – aweber.com
•iContact – icontact.com
•Emma – myemma.com
•MarketVolt – marketvolt.com
•Infusionsoft – Infusionsoft.com
•Others include My Newsletter Builder, YMLP

8. Improving Deliverability
•Delivery rate = % of emails delivered vs. the total number of messages sent
•Email bounces – 8% or higher is an issue
•Soft (temporary, rejected by email server)
•Hard (permanent, bad email or doesn’t exist)
•Low Delivery rates may get you blocked by ISPs
•Solutions
•Clean up email addresses (done automatically in email marketing solution)
•Double Opt-in process
•Allow subscribers to manage preferences
•Metrics in Email Marketing Solutions

9. Spam
•Spam costs nearly $20B annually
•Spam is still prevalent because:
•It’s easy: Buy a list and import it
•It’s cheap: compared to other types of marketing
•You don’t need to know your customer
•But Spam hurts your marketing efforts
•Straight to the junk folder
•Turn off customers
•Marketing emails account for 70% of spam complaints

10. Grow and Retain Subscribers
•Best to Earn your subscribers
•Explain why --- what they get out of subscribing: offer tips and tools, product updates, special offers
•NEVER purchase lists: high potential for spam complaints, unsubscribes, and bounces – impacts delivery
•Send emails to targeted segments increases retention
•80% of marketers send the same content to all email contacts. (Source: Experian)
•Most email marketers send one-time email blasts

11. 6 Types of Marketing Emails
•Email Newsletters
•Digests
•Dedicated Email
•Lead Nurturing
•Sponsorship Emails
•Transactional Emails

12. Email Newsletters
•Goal of Email newsletter
•Frequency and deliver times
•Creates anticipation – habit of receiving it
•Repurposed content (e.g. blog post summaries and links to the full article)
•Diverse content – blog post, new offer, upcoming events, announcements, discounts, links to surveys, …
•Great for marketing to prospects, lead nurturing, retaining customers, and gaining valuable insights
•GSTCCC Newsletter

13. Digests
•Similar to newsletters, but focus only summaries of existing information from a specific timeframe
•Easy to consume – generally lists and links with short descriptions on what they reader can expect
•Place a call to action near the top
•Can be sent to different target audiences (e.g. blog categories to a specific audience)
•O’Fallon Monday Memo

14. Dedicated Email
•Also known as stand-alone emails
•Contain information about only ONE offer
•New Whitepaper or Event Invitation
•Introduce a strong Call to Action
•Best to send to a segmented list
•Easy to design and build
•Don’t need many graphics
•Tweak content from a landing page
•Easy to measure and track ROI
•If a second call to action, use a P.S. at the end…

15. Dedicated Email

16. Lead Nurturing
•Using email as a part of an integrated strategy
•Needs to fit the sales cycle --- need a reason to join
•Timely emails based on a new lead (time decay factor)
•Automated series on a regular schedule as new leads come in – targeted and segmented – goal to convert
•Create emails and content up front, one time investment to continue to drive visits and leads
•Also know as: marketing automation, drip marketing, auto-responders
•Set up and then it’s marketing on auto-pilot!
•High return on a low investment

17. Lead Nurturing

18. Sponsorship and Transactional
•Sponsorship emails are a paid media strategy – pay for your email copy to be included in another vendor’s newsletter.
•Sponsorship emails are highly targeted and have an exact ROI
•Transactional emails are triggered by specific actions your contacts have taken
•Webinar sign up or email double opt-in are examples
•While these get high click though rates, they also can create an obstacle (another action required)

19. Critical Elements
of an Email Piece

21. Subject Line
•Break through the noise of all the other emails
•Address your audience’s needs
•Use actionable language – action verbs to instill urgency and excitement
•Tell the reader exactly what they will get when they open the email
•Keep email subject lines to 50 characters or less
•Avoid SPAM triggers – see a list of spam trigger words

22. Unsubscribe Link
•Mandatory element in your email template
•Without Unsubscribe, violates CAN-SPAM
•Make it easy and obvious to Unsubscribe
•Opt-outs don’t hurt email delivery, but being marked as spam will
•Less than 4 out of 1000 marking as spam is the max to ensure strong email delivery

24. Putting Together Your 1st Email
•Writing email copy
•Laying out your email
•Deciding on an image, headline and Subject line for your email
•Selecting the segment (part of your list) that will receive your email
•Copy editing your email, testing links and sending a test email
•Sending out your email campaign

25. Thank You!
Presented by:
Ken Tucker
November 2014
ken@changescapeweb.com www.changescapeweb.com www.changescapeweb.com/blog www.twitter.com/changescape www.facebook.com/changescape www.gplus.to/changescape www.linkedin.com/in/kentuckerweb www.gplus.to/kentucker 636-947-6200
Please Subscribe to the
Marketing and Small Business Blog at
http://www.changescapeweb.com/blog-subscribe/

26. Email Marketing
Presented by:
Art Zemon
November 2014

35. Art Zemon
President, Hen's Teeth Network Inbound Marketing & Website Services 866-HENS-NET or 636-447-3030 x200 www.hens-teeth.net art@hens-teeth.net

36. Questions?
Ask a Techie

37. Nov 20
Presented by:
Please fill out your survey & drop it in the box before you leave
Art Zemon
Mark Peimann
Ken Tucker
Andy Kastrup
Beth Richter
Paul Barthel
Randy Downs
Independent
Consultant
Don & David Weir
Email Marketing
In coordination with:

38. Upcoming Events
No TechComm Next Month
Have a safe & happy holiday season!