1. The secret formula to email marketing success Presented by Sheryl Connelly Have a smart phone? Take a moment to Check-In With Marketing Media Management on:
7. Be able to put the information presented today to use
8. Connect with me afterward to clarify key points of information if needed
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10. Did you know? Emails sent Tues-Fri from 7-9pm get the highest open rates for Brides and Parents Exception: Work email address. Optimal time to those email addresses is Tue-Thurs at 10am. Email was cited as the top website traffic generating tool for retail, service, and restaurant establishments 87% of couples will use the internet to plan their wedding 64% will use Search Engines to search for wedding vendors 47% will use local internet websites to search for wedding vendors 31% use national websites Email = referral engine
11. So how do you build a Referral engine? When you… Are in an uber competitive industry Are on a budget Don’t have an admin Have limited time
12. Let me tell you about…. A Hotel and Conference Center in MO 20 miles east of Kansas City Conference Center name has been withheld at the request of the client.
13. BEFORE 50% of their business is wedding receptions Constant lead overturn Bridal leads weren’t coming from their website or e-mail newsletters Client reported that the best leads came from Bridal Shows where they booked appts. at the show No formalized follow up or lead conversion plan in place Spending in excess of $19,000 on direct mail campaigns to Brides
14. BEFORE cont. The balance of their budget was spent on print, radio, and TV advertising One print vendor offered a guaranteed opt-in email lead list for brides, but they were not using it Could not measure the effectiveness of radio or TV spots No value added services provided (online listing, email list, etc.)
15. budget sapped, Sales people overworked, management frustrated Managers Objections to a Focused, Targeted 3- month Email Marketing Campaign We’ve tried it and it doesn’t work We already send out a newsletter Our sales people need to network more We need to do more bridal shows to build our list Really??????? (See sub-bullet 1) Too busy to take on another project
16. Learning things the hard way Heck, I still do (Stubborn) Working on a shoestring budget Ok, so shoestrings are an upgrade Lamenting over every print, direct mail, radio or other advertisement for a competitor and thinking they were getting more business Tossing money at an inexpensive marketing gimmick because someone in a networking group said it worked for someone else I’ve been there…
17. One day, the phone rang Guess what pushed them over the edge?
19. Outcomes $3375.00 reduction in hard and soft costs Doubled revenue Increase in productivity Most of the email content was automated and lists were continuously scrubbed Sales was spending more face-time with clients to give top notch customer service Lead to an increase in word of mouth referrals The savings was used to increase spend on print ads in local wedding publication with email opt-in lists and a social media initiative Considering stopping direct mail campaigns for wedding prospects
20. Can you afford not to give yourself a raise? Do you want to work smarter not harder? Do you believe that building rapport with your prospects leads to sales? Are you looking to upgrade your skills to have an advantage in the competitive wedding industry? Are you ready to find out what the secret formula to email marketing success is?
21. Creativity + Relevancy + Strategy + Tool Usage = So what is the secret formula? Email Marketing Success!
22. How do you get people to OPEN, READ, and TAKE ACTION? Subject Lines Templates Photos Graphics Content Layout Specific Landing Pages (if using email to lead generate) Campaigns Be Creative
23. Be Relevant A Forrester Research study noted that $144 million will be wasted on emails that get lost in inbox clutter due to a lack of relevancy. How to be more relevant Branding consistency Message content Transactional Welcome Campaigns Custom Drip Feed Campaigns Trigger campaigns Segmentation Timing
25. Be Strategic Sending out a newsletter isn’t enough anymore…. Begin with the end in mind Define your qualitative goals Create quantitative goals Create content strategy and send frequency Compile Budget and ROI Projections Choose tools Engage professional help Measure outcomes Evaluate and tweak strategy accordingly
26. Opt-In CANN- Anti-spam compliant List building activities (website, social media, directories, events, seminars, bridal shows, etc.) Some bridal advertising outlets offer a qualified lead list 3rd Party List Tool Providers Full service email marketing plus CRM Address Two- FREE trial if you see me after the seminar Email Marketing Template Driven Constant Contact Mailchimp Awebber MyEmma Use the tools
27. Segmentation Age, Date of Wedding, Type of Wedding, Geography, # of guests, etc. Current traditional advertising Do they offer email lists or leads as add-ons or standard? Online listings to drive traffic to your website or social media squeeze pages? Online marketing tools Squeeze pages on social media and website Free reports, whitepapers, tip sheets, etc. Automation Drip Feed Campaigns Autoresponders Unsubscribes List cleaning Use the tools
28. Testing A/B Testing Customer Surveys Focus Groups Measurements Open rates Click-through rates unsubscribes Use the tools
29. Using your personal email program to send bulk emails IE- Outlook, setting up groups in Yahoo, Safari, Hotmail, Gmail, etc. BLACKLISTED Email more than once per week to your list Continuously add to your list without evaluating Clean it up once a quarter Can be automated Purchase or rent lists from unknown sources Email Marketing Don’ts
30. You have choices Self study- DIY Professional instruction and coaching Hire someone/outsource OR a mix of the three depending upon your budget
31. Social media Connections to continue to learn and grow New seminar series starts August 1st. Reserve your seat at: www.onlinemktpro.com
32. Vendor-Versity “How to” Email class hosted by PWG Email Marketing How To’s (Scheduled for August) Real Time Practice (bring your laptop) Which tools are the best to use Creating captivating subject lines Content and Video and Graphics OH MY! How to do A/B Testing and improve open, response, and click through rates How to use the PWG lead system And much, much, more Social Media Marketing SEO/SEM Website Optimization Marketing Plans
33. If You want professional help… Our mission is to help You get the most out of your marketing campaigns www.managemmm.com
34. What ever you do with EMail marketing for your business, don’t be a….
36. It doesn’t matter what size the business is, only the size of the online presence. Do it right. Do it big. The business grows. Thank You
Editor's Notes
Hi there! My name is Sheryl Connelly and I am the CEO of Marketing Media Management. For those of you who aren’t familiar with MMM as we lovingly refer to it, we are a full service online marketing agency, specializing in social media and content marketing.
So by the time they called me, their budget was sapped….
How many of you have been there? Thank you for being honest--- welcome to the club! See- you aren’t alone.
A qualified prospect (local politician’s daughter), who’s reception was estimated at $75,000, fell through the cracks. When the sales rep called to follow up, she found out they went with another venue. Why? A targeted email campaign that was creative, relevant and strategic.
