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A    s a small business owner, you’re always looking for ways to close more sales and
      grow your business. And by now you’ve either adopted email marketing, or you
will shortly. After all, email marketing is easy, fast, inexpensive, and, in most cases,
yields the highest ROI. Which is great for you – the small business owner.


However…before you send another email, consider                             Having never learned effective email marketing
this: the majority of entrepreneurs have no idea                            strategies, small business owners are either oblivious
how to use email marketing effectively. And                                 to the mistakes they’re making, or they fight the
they’re losing out on thousands, even millions of                           symptoms of the problem and not the problem itself.
dollars because of it.
                                                                            They believe: if open rates drop…they’ve got to find
You see, the truth is most small business owners                            a more responsive list or hire a copywriter to write
will spend their time worrying about things like:                           more compelling subject lines. If no one jumps at
                                                                            the promotion…it’s because they delivered their
  • What subject lines get the best open rates?
                                                                            message on the wrong day of the week. If their email
  • Are there SPAM words I should avoid?                                    messages aren’t being delivered to the inbox…it’s
                                                                            time to find a new email marketing service.
  • How long should my email be?
                                                                            Look, successful email marketing is NOT determined
  • When is the best time of day to send my email?                          solely by subject lines. It cannot be achieved by just
                                                                            avoiding SPAM words. A defined email length will
And so on…
                                                                            not make or break your bottom line. And long-term
A complete list could fill the entire page. But when it                     success has never been determined by a certain day
comes right down to it, there is a bigger picture here                      of the week.
that most business owners are missing. While they’re
                                                                                                                                            “
                                                                            “
busy debating subject lines, deciding how to sign
their emails, and rejoicing over 1 – 2% increased
                                                                              The majority of entrepreneurs have no idea
response rates, other, more important issues are
neglected. And that’s when:
                                                                              how to use email marketing effectively.

  • A promotional email is sent to an existing
     customer-who already made the purchase at
     full price                                                             If you want to see real results from your email
                                                                            marketing efforts, then stop reading articles about
  • A man receives an email inviting him to a
                                                                            the “7 Words You Should NEVER Use in an Email.”
     Woman’s Stress Management Course
                                                                            Focus on the concepts that will make a difference.
  • A prospect signs up to be on a mailing list then
                                                                            The key to creating successful, effective email
     doesn’t hear anything from the company for 3 or
                                                                            marketing campaigns is tied up in 3 critical (but
     4 months
                                                                            little known) techniques:
  • An email marketer gets more SPAM complaints
     than “click-throughs”

3 Techniques That Will Actually Make a Difference In Your Email Marketing                       © 2010 Infusionsoft. All rights reserved.   2
1                Use Segmentation to Send ONLY Relevant Messages
                     “Stop Blasting Emails to Your Entire Contact List!”

As a legitimate email marketer (as opposed to a                             With each “blast” you’ll get:
SPAMMER), you know how important permission-                                 • A handful of interested people who like Product A
based marketing is. You know it’s imperative to get                            and are glad you sent them an email
permission before freely sending emails to your
                                                                             • A group of people who want nothing to do with
prospects and customers.
                                                                               Product A, or you, and flag your email as SPAM
Unfortunately, without segmentation, you’re                                  • A few people who like Product A, but they want it
still committing one of the greatest sins in email                             in blue and you’re promoting it in red
marketing…sending people emails they don’t want to
                                                                             • A growing list of people who lost interest in you
receive.
                                                                            Now, let’s imagine a different scenario. You want to
For most small business owners, the typical email
                                                                            send a promotion for Product A. So you find all the
marketing process looks like this:
                                                                            customers and prospects who have recently shown
                                                                            an interest in Product A and send them an email.
                              Find a List
                                                                            We’ll let you guess the results of a targeted email
                                                                            like that!

                                                                            Effective email marketing requires you to know
                                                                Import It   everything you can about your contacts. You should
       Wait
                                                                            know their name, gender, email address, location,
                          Typical Email
                                                                            marital status and career, as well as:
                        Marketing Process
                                                                             • Their interests, particularly as they relate to your
                                                                               products and/or services
   Send One                                               Draft Emails       • When and what they last purchased
                                                                             • Whether they open and click on emails
                                                                             • Their behaviors (wouldn’t you like to know if a
Now before you discount yourself from this group,
                                                                               prospect had been visiting your website?)
think about it carefully. Imagine you wanted to




                                                                            “
send a promotional email for Product A. Without
segmentation, you draft the email and send it out to
everyone you have contact information for.

Stop blasting emails to your entire contact list! No
                                                                                                                       “
                                                                             No single email will be relevant to EVERYONE
                                                                             on your list. But without segmentation, you
                                                                             have no idea who’ll respond.
single email will be relevant to EVERYONE on your
list. But without segmentation, you have no idea
who’ll respond.
                                                                            With these details, you always have the chance to
And, no matter how great your promotion is, no                              send targeted, relevant messages. Messages that get
matter how fantastic your product or service is…you                         results! That is what makes the difference between
will only ever reach a handful of interested people.                        you and millions of other small business owners.
And you’ll irritate or start to drive off the rest.

3 Techniques That Will Actually Make a Difference In Your Email Marketing                       © 2010 Infusionsoft. All rights reserved.   3
2                Keep Your Email Marketing Consistent and Predictable
                     “There’s No Excuse for Losing Touch or Breaking Trust!”

Imagine you had one lead, and you could spend all of                        With an advanced email marketing system, you
your time getting that lead through the sales funnel to                     will always be there when your contacts need you.
a purchase. How would you do it? What would you                             Because you can stay in touch with ALL of those
say? How much time would you spend on that lead?                            people, you can:

Now imagine you’ve turned that one lead into a                               • Follow up with new prospects when they request
customer. And you can devote yourself to turning                               a free report
that one customer into a raving fan. What actions                            • Let contacts know about upcoming events
would you take?                                                              • Send weekly tips and tricks of your industry
Now…multiply that one lead by 5,000. What happens                            • Immediately send out emails about Product A
to your schedule?                                                              (in blue)

Well, unless you have super powers, you can’t                                • Deliver a monthly newsletter
possibly do for the 5,000 what you did for the one.                         Devote the necessary time and resources to making
There are only 24 hours in your already busy day.                           your email marketing consistent. If you promise to
And inevitably, the consistent, personalized                                send a monthly newsletter, than you better send out
attention you gave one prospect is forcibly                                 a newsletter. If someone expresses an interest in
diminished into:                                                            your free report, you better email that free report right
  • A follow-up phone call every couple of months                           away (and follow up to make sure they received it).




                                                                            “
  • An occasional “mass” email
  • A two-week long autoresponder sequence

But just because you’re strapped for time
doesn’t mean you should neglect your contacts.
                                                                                                          “
                                                                             Your contacts deserve consistent, valuable
                                                                             communication from you whether you have
                                                                             one lead or a million.
Your contacts deserve consistent, valuable
communication from you whether you have one lead
or a million. And they’re more likely to buy if you are
                                                                            You need to be someone they can count on to keep
someone they can trust…not just the person who
                                                                            in touch. And you need to be someone who follows
sends them a promotional email once in a while.
                                                                            through on expectations.
Once in a while does not build relationships.
                                                                            There’s no excuse for losing touch or breaking trust.
Ironically, most small business owners send emails
                                                                            Consistently sending emails to your prospects and
when they want to run a promotion or when their
                                                                            customers will help enhance your relationships and
sales numbers are down. Then, they can’t figure out
                                                                            lead to a significant increase in sales.
why no one is buying.

No one is buying because your customers and
prospects are working on their time. Not yours. And
your only hope of closing additional sales is to be
there at the exact moment your contacts decide to
buy. Chances are, that moment will not occur the last
two days of the month.

3 Techniques That Will Actually Make a Difference In Your Email Marketing                        © 2010 Infusionsoft. All rights reserved.   4
3                Include Multi-media Along with Your Email Marketing
                     “Email Itself is Not a Marketing ‘Cure-all’!”

As we’ve mentioned, email marketing works! And                              Plus, with multi-media you can connect with your
when done right, it works well. So why in the world                         contacts in a way they are most likely to respond to.
would you want to use any other form of marketing?                          Not everyone is sitting at their computer waiting for a
                                                                            message from you. But that doesn’t have to stop you
Well, the bottom line is that email is not a marketing
                                                                            from connecting with them.
“Cure-all.” Other forms of marketing fill different
                                                                                                                                    “
                                                                            “
needs and produce different emotional and
psychological responses. And depending on the
                                                                               The use of multi-media enhances everything
purpose of your marketing message, you may want
to consider an alternative form of communication.                              you’re doing with email marketing.

For example:

     What would a new customer of yours prefer                              Months ago, a fast-food chain discovered the value
     to receive…an email thanking them for their                            of multimedia marketing. Statistically, Tuesday
     purchase? Or a letter and free gift, welcoming                         afternoon was their slowest time of the week. Then,
     them into your business family?                                        they tapped into the power of text messaging and
                                                                            turned Tuesday into their busiest day. How did they
     Chances are, the email would be deleted before                         do it? By texting their contacts on Tuesday (mid-
     it’s even read. Sending a thank you email has                          afternoon) and inviting them to enjoy a sandwich at a
     become almost a formality. It’s great for you,                         discounted rate.
     because it’s fast and takes very little thought.
     But what are you trying to achieve by sending                          Sending an email could never produce the same
     a thank-you email? Wouldn’t you have greater                           results. It had to be text. This company found an
     success at creating loyal, repeat customers if you                     effective way to reach busy, stay-at-home moms and
     sent that gift?                                                        the people who were running errands during their
                                                                            lunch breaks. Sending an email could never produce
     What about a birthday? Do your customers and                           the same results. The text had to come right as
     prospects really appreciate receiving an eCard                         people were getting hungry.
     from you? From the contact’s perspective, people
     who really care send a card in the mail- parents,                      That is why you need to incorporate multi-media.
     grandma (with $5 included), and friends. If you                        The use of multi-media enhances everything you’re
     want to prove genuine interest in that person and                      doing with email marketing. It gives you a chance
     their birthday, you’re going to mail a card, not                       to communicate more effectively and ensure you’re
     shoot off an email.                                                    connecting (in one way or another) with everyone in
                                                                            your database.
Even with segmentation, email marketing has lost
some of the personal connection customers and
prospects like to feel. It’s mechanical and can
be easily mass produced. Your prospects and
customers know that. By incorporating multi-media
into your marketing efforts, you’re showing your
contacts that they are more than just a name on a
list. They are someone worth spending time on.

3 Techniques That Will Actually Make a Difference In Your Email Marketing                       © 2010 Infusionsoft. All rights reserved.   5
Introducing Email Marketing 2.0
The age of hit and miss email marketing is over.                            up sequences when necessary and prevents you
It’s time for small business owners to focus on the                         from making mistakes.
marketing concepts that really matter. It’s time to
take email marketing to the next level with Email                           3. Create multi-step, multi-media campaigns
Marketing 2.0.
                                                                            With every marketing campaign you create, find a
In a nutshell, Email Marketing 2.0 is about:                                way to naturally include multi-media in the sequence.
                                                                            Send a postcard (along with an email) to remind
           Sending relevant, targeted messages
                                                                            people of an upcoming event. Send a letter and gift
              to all prospects and customers
                                                                            to new customers, followed by a voice message
That’s it! The three keys of email marketing success                        asking if they received it. Tie everything together and
wrapped up in one, simple concept.                                          you’ll get a powerful, reinforced campaign.

Now, at some point, you’ll want to examine those                            Discover how easy it is to incorporate these
smaller details, like the best words to use in a                            strategies into your business. Visit us at
subject line or how to address your contact. But for                        www.infusionsoft.com/demo and we’ll show you
now, focus on implementing the three critical email                         why Email Marketing 2.0 is no longer optional for
marketing techniques and you will see a significant                         small business owners.
increase in response, sales and repeat sales.
                                                                            www.infusionsoft.com/demo
Here are a few steps get you started:
                                                                            About Infusionsoft:
1. Find an Email Marketing 2.0 solution that                                Infusionsoft provides small business owners with
   includes a customer database (CRM)
                                                                            a better way to use email marketing. Because
To benefit from segmentation, you need a simple                             Infusionsoft enforces a strict CAN-SPAM policy,
way to pull and use the data you gathered on your                           we are able to provide our customers with over a
contacts. If you have to bounce back and forth                              94% email deliverability rate. Find out more and
between your customer database and your email                               watch a demo of how Infusionsoft can work
marketing service, you’re going to spend a lot of time                      in your business at www.infusionsoft.com.
and effort getting your lists segmented. And after
doing this only once, you’ll be tempted to go back to
                                                                            About Small Business Trends:
the old way.
                                                                            Small Business Trends is an online community
                                                                            and informational resource, touching over 1
2. Automate your email marketing follow-up
                                                                            Million small business leaders annually, where
Sending emails to several people at once gets                               we track the emerging trends that impact the
tedious. And remembering the status of each person                          small business market.
in your sales funnel is impossible once you have
                                                                            “Small business success … delivered daily.”
more than a handful of contacts. Automating the
process saves you time, provides your contacts with                         Visit SmallBizTrends.com
consistent messaging, instantly changes the follow-

3 Techniques That Will Actually Make a Difference In Your Email Marketing                       © 2010 Infusionsoft. All rights reserved.   6

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Email marketing2.0

  • 2. A s a small business owner, you’re always looking for ways to close more sales and grow your business. And by now you’ve either adopted email marketing, or you will shortly. After all, email marketing is easy, fast, inexpensive, and, in most cases, yields the highest ROI. Which is great for you – the small business owner. However…before you send another email, consider Having never learned effective email marketing this: the majority of entrepreneurs have no idea strategies, small business owners are either oblivious how to use email marketing effectively. And to the mistakes they’re making, or they fight the they’re losing out on thousands, even millions of symptoms of the problem and not the problem itself. dollars because of it. They believe: if open rates drop…they’ve got to find You see, the truth is most small business owners a more responsive list or hire a copywriter to write will spend their time worrying about things like: more compelling subject lines. If no one jumps at the promotion…it’s because they delivered their • What subject lines get the best open rates? message on the wrong day of the week. If their email • Are there SPAM words I should avoid? messages aren’t being delivered to the inbox…it’s time to find a new email marketing service. • How long should my email be? Look, successful email marketing is NOT determined • When is the best time of day to send my email? solely by subject lines. It cannot be achieved by just avoiding SPAM words. A defined email length will And so on… not make or break your bottom line. And long-term A complete list could fill the entire page. But when it success has never been determined by a certain day comes right down to it, there is a bigger picture here of the week. that most business owners are missing. While they’re “ “ busy debating subject lines, deciding how to sign their emails, and rejoicing over 1 – 2% increased The majority of entrepreneurs have no idea response rates, other, more important issues are neglected. And that’s when: how to use email marketing effectively. • A promotional email is sent to an existing customer-who already made the purchase at full price If you want to see real results from your email marketing efforts, then stop reading articles about • A man receives an email inviting him to a the “7 Words You Should NEVER Use in an Email.” Woman’s Stress Management Course Focus on the concepts that will make a difference. • A prospect signs up to be on a mailing list then The key to creating successful, effective email doesn’t hear anything from the company for 3 or marketing campaigns is tied up in 3 critical (but 4 months little known) techniques: • An email marketer gets more SPAM complaints than “click-throughs” 3 Techniques That Will Actually Make a Difference In Your Email Marketing © 2010 Infusionsoft. All rights reserved. 2
  • 3. 1 Use Segmentation to Send ONLY Relevant Messages “Stop Blasting Emails to Your Entire Contact List!” As a legitimate email marketer (as opposed to a With each “blast” you’ll get: SPAMMER), you know how important permission- • A handful of interested people who like Product A based marketing is. You know it’s imperative to get and are glad you sent them an email permission before freely sending emails to your • A group of people who want nothing to do with prospects and customers. Product A, or you, and flag your email as SPAM Unfortunately, without segmentation, you’re • A few people who like Product A, but they want it still committing one of the greatest sins in email in blue and you’re promoting it in red marketing…sending people emails they don’t want to • A growing list of people who lost interest in you receive. Now, let’s imagine a different scenario. You want to For most small business owners, the typical email send a promotion for Product A. So you find all the marketing process looks like this: customers and prospects who have recently shown an interest in Product A and send them an email. Find a List We’ll let you guess the results of a targeted email like that! Effective email marketing requires you to know Import It everything you can about your contacts. You should Wait know their name, gender, email address, location, Typical Email marital status and career, as well as: Marketing Process • Their interests, particularly as they relate to your products and/or services Send One Draft Emails • When and what they last purchased • Whether they open and click on emails • Their behaviors (wouldn’t you like to know if a Now before you discount yourself from this group, prospect had been visiting your website?) think about it carefully. Imagine you wanted to “ send a promotional email for Product A. Without segmentation, you draft the email and send it out to everyone you have contact information for. Stop blasting emails to your entire contact list! No “ No single email will be relevant to EVERYONE on your list. But without segmentation, you have no idea who’ll respond. single email will be relevant to EVERYONE on your list. But without segmentation, you have no idea who’ll respond. With these details, you always have the chance to And, no matter how great your promotion is, no send targeted, relevant messages. Messages that get matter how fantastic your product or service is…you results! That is what makes the difference between will only ever reach a handful of interested people. you and millions of other small business owners. And you’ll irritate or start to drive off the rest. 3 Techniques That Will Actually Make a Difference In Your Email Marketing © 2010 Infusionsoft. All rights reserved. 3
  • 4. 2 Keep Your Email Marketing Consistent and Predictable “There’s No Excuse for Losing Touch or Breaking Trust!” Imagine you had one lead, and you could spend all of With an advanced email marketing system, you your time getting that lead through the sales funnel to will always be there when your contacts need you. a purchase. How would you do it? What would you Because you can stay in touch with ALL of those say? How much time would you spend on that lead? people, you can: Now imagine you’ve turned that one lead into a • Follow up with new prospects when they request customer. And you can devote yourself to turning a free report that one customer into a raving fan. What actions • Let contacts know about upcoming events would you take? • Send weekly tips and tricks of your industry Now…multiply that one lead by 5,000. What happens • Immediately send out emails about Product A to your schedule? (in blue) Well, unless you have super powers, you can’t • Deliver a monthly newsletter possibly do for the 5,000 what you did for the one. Devote the necessary time and resources to making There are only 24 hours in your already busy day. your email marketing consistent. If you promise to And inevitably, the consistent, personalized send a monthly newsletter, than you better send out attention you gave one prospect is forcibly a newsletter. If someone expresses an interest in diminished into: your free report, you better email that free report right • A follow-up phone call every couple of months away (and follow up to make sure they received it). “ • An occasional “mass” email • A two-week long autoresponder sequence But just because you’re strapped for time doesn’t mean you should neglect your contacts. “ Your contacts deserve consistent, valuable communication from you whether you have one lead or a million. Your contacts deserve consistent, valuable communication from you whether you have one lead or a million. And they’re more likely to buy if you are You need to be someone they can count on to keep someone they can trust…not just the person who in touch. And you need to be someone who follows sends them a promotional email once in a while. through on expectations. Once in a while does not build relationships. There’s no excuse for losing touch or breaking trust. Ironically, most small business owners send emails Consistently sending emails to your prospects and when they want to run a promotion or when their customers will help enhance your relationships and sales numbers are down. Then, they can’t figure out lead to a significant increase in sales. why no one is buying. No one is buying because your customers and prospects are working on their time. Not yours. And your only hope of closing additional sales is to be there at the exact moment your contacts decide to buy. Chances are, that moment will not occur the last two days of the month. 3 Techniques That Will Actually Make a Difference In Your Email Marketing © 2010 Infusionsoft. All rights reserved. 4
  • 5. 3 Include Multi-media Along with Your Email Marketing “Email Itself is Not a Marketing ‘Cure-all’!” As we’ve mentioned, email marketing works! And Plus, with multi-media you can connect with your when done right, it works well. So why in the world contacts in a way they are most likely to respond to. would you want to use any other form of marketing? Not everyone is sitting at their computer waiting for a message from you. But that doesn’t have to stop you Well, the bottom line is that email is not a marketing from connecting with them. “Cure-all.” Other forms of marketing fill different “ “ needs and produce different emotional and psychological responses. And depending on the The use of multi-media enhances everything purpose of your marketing message, you may want to consider an alternative form of communication. you’re doing with email marketing. For example: What would a new customer of yours prefer Months ago, a fast-food chain discovered the value to receive…an email thanking them for their of multimedia marketing. Statistically, Tuesday purchase? Or a letter and free gift, welcoming afternoon was their slowest time of the week. Then, them into your business family? they tapped into the power of text messaging and turned Tuesday into their busiest day. How did they Chances are, the email would be deleted before do it? By texting their contacts on Tuesday (mid- it’s even read. Sending a thank you email has afternoon) and inviting them to enjoy a sandwich at a become almost a formality. It’s great for you, discounted rate. because it’s fast and takes very little thought. But what are you trying to achieve by sending Sending an email could never produce the same a thank-you email? Wouldn’t you have greater results. It had to be text. This company found an success at creating loyal, repeat customers if you effective way to reach busy, stay-at-home moms and sent that gift? the people who were running errands during their lunch breaks. Sending an email could never produce What about a birthday? Do your customers and the same results. The text had to come right as prospects really appreciate receiving an eCard people were getting hungry. from you? From the contact’s perspective, people who really care send a card in the mail- parents, That is why you need to incorporate multi-media. grandma (with $5 included), and friends. If you The use of multi-media enhances everything you’re want to prove genuine interest in that person and doing with email marketing. It gives you a chance their birthday, you’re going to mail a card, not to communicate more effectively and ensure you’re shoot off an email. connecting (in one way or another) with everyone in your database. Even with segmentation, email marketing has lost some of the personal connection customers and prospects like to feel. It’s mechanical and can be easily mass produced. Your prospects and customers know that. By incorporating multi-media into your marketing efforts, you’re showing your contacts that they are more than just a name on a list. They are someone worth spending time on. 3 Techniques That Will Actually Make a Difference In Your Email Marketing © 2010 Infusionsoft. All rights reserved. 5
  • 6. Introducing Email Marketing 2.0 The age of hit and miss email marketing is over. up sequences when necessary and prevents you It’s time for small business owners to focus on the from making mistakes. marketing concepts that really matter. It’s time to take email marketing to the next level with Email 3. Create multi-step, multi-media campaigns Marketing 2.0. With every marketing campaign you create, find a In a nutshell, Email Marketing 2.0 is about: way to naturally include multi-media in the sequence. Send a postcard (along with an email) to remind Sending relevant, targeted messages people of an upcoming event. Send a letter and gift to all prospects and customers to new customers, followed by a voice message That’s it! The three keys of email marketing success asking if they received it. Tie everything together and wrapped up in one, simple concept. you’ll get a powerful, reinforced campaign. Now, at some point, you’ll want to examine those Discover how easy it is to incorporate these smaller details, like the best words to use in a strategies into your business. Visit us at subject line or how to address your contact. But for www.infusionsoft.com/demo and we’ll show you now, focus on implementing the three critical email why Email Marketing 2.0 is no longer optional for marketing techniques and you will see a significant small business owners. increase in response, sales and repeat sales. www.infusionsoft.com/demo Here are a few steps get you started: About Infusionsoft: 1. Find an Email Marketing 2.0 solution that Infusionsoft provides small business owners with includes a customer database (CRM) a better way to use email marketing. Because To benefit from segmentation, you need a simple Infusionsoft enforces a strict CAN-SPAM policy, way to pull and use the data you gathered on your we are able to provide our customers with over a contacts. If you have to bounce back and forth 94% email deliverability rate. Find out more and between your customer database and your email watch a demo of how Infusionsoft can work marketing service, you’re going to spend a lot of time in your business at www.infusionsoft.com. and effort getting your lists segmented. And after doing this only once, you’ll be tempted to go back to About Small Business Trends: the old way. Small Business Trends is an online community and informational resource, touching over 1 2. Automate your email marketing follow-up Million small business leaders annually, where Sending emails to several people at once gets we track the emerging trends that impact the tedious. And remembering the status of each person small business market. in your sales funnel is impossible once you have “Small business success … delivered daily.” more than a handful of contacts. Automating the process saves you time, provides your contacts with Visit SmallBizTrends.com consistent messaging, instantly changes the follow- 3 Techniques That Will Actually Make a Difference In Your Email Marketing © 2010 Infusionsoft. All rights reserved. 6