Presentation to Women Intelligently Networking group on 5/6/10

1. Email Marketing 101
5 Keys to Email Marketing Success
Thursday, May 6, 2010

2. Why Email Marketing?
Thursday, May 6, 2010

3. Cost per Lead Across Various Direct Marketing Methods
$10.00
$9.94
$7.50
$5.00
$2.50
$2.00
$1.10
$0 $0.55 Banner Ads Direct Mail
$0.45 Yellow Pages
Email
Search
Source: Piper Jaffrey & Co.
Thursday, May 6, 2010

4. Benefits
• Cost Effective
• Builds Relationships & Trust
• High Return on Investment
Thursday, May 6, 2010

5. Key #1
Get Permission!
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6. What is Spam?
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8. Thursday, May 6, 2010

9. Spam and the Law
• Address and Contact Information
• Accurate Information
• Opt-Out - Within One week
• Can’t Use “Scraped” Email Addresses
Thursday, May 6, 2010

10. Use the Golden Rule
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11. Email List Etiquette
• Ask Permission
• Provide a Way Out
• Would you consider it Spam?
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12. Key #2
Outsource
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13. Thursday, May 6, 2010

14. Why Outsource?
• CAN-Spam Law Compliance
• Deliverability
• Advanced Reporting
• A/B Split Testing
• Free Templates
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15. Email Providers
• CampaignMonitor
• MailChimp
• VerticalResponse
• Campaigner
• Emma
• Blue Sky Factory
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16. Thursday, May 6, 2010

17. Advanced Reporting Design Tools
Deliverability List Management
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18. Free Email Templates
• CampaignMonitor - 30 Free Templates
• MailChimp - 4 Free Templates
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19. Key #3
Build & Segment
Your Lists
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20. Building Your List
• Simply Ask
• Form on Your Website
• Giveaways
• Perks
• Popups
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21. Thursday, May 6, 2010

22. Thursday, May 6, 2010

23. Thursday, May 6, 2010

24. Segment. Your. Lists.
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25. Why Segment?
• The Golden Rule
• Higher Open & Click Through Rates
• Less Expensive
• Provides More Value
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26. Segmenting
• Multiple Lists
• Geotargeting
• Social Demographics
• Purchase History
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27. Key #4
Provide Value
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28. Types of Emails
• Newsletters/Informative
• Product/Promotion
• Single Announcement
• Series
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29. It’s Not About You.
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30. W.I.I.F.M.
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31. Providing Value
• Do what you say you will do
• Go above and beyond
• Be consistent
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32. Key #5
Convert
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33. Creating Your Email
• Reply-to Email Address
• From Name
• Subject Line
• Email Content
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34. Great Subject Lines
• Be Direct and Concise
• State the Benefit Up Front
• Secrets, Tips, Lists, Testimonials
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35. More Subject Lines
• Ask a Question
• Create Urgency
• Give Something Away
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36. Subject Line Warnings
• Be short - limit to 50 characters
• Avoid these words: Help, Percent Off,
Reminder, Free
• The first 5 words are...
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37. Getting Conversions
• Clear Call to Action
• Landing Page
• Simple is Better
• TEST, TEST, TEST
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38. Thursday, May 6, 2010

39. Tracking
• Email Analytics
• Google Analytics
• Goal Tracking
• E-Commerce Tracking
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40. Email Best Practices
• Best Times to Send
• Frequency of Emails?
• eROI Email Marketing Statistics
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41. Thursday, May 6, 2010

42. Thursday, May 6, 2010

43. Thursday, May 6, 2010

44. Slides
Slides will be posted to http://brandoneley.com
Thursday, May 6, 2010

45. Brandon Eley
Interactive Director, Kelsey Advertising & Design
brandon@kelseyads.com
Twitter: @beley
Online Marketing Inside Out
By Brandon Eley & Shayne Tilley
www.brandoneley.com
www.kelseyads.com
Thursday, May 6, 2010

46. Attribution
• http://www.flickr.com/photos/comedynose/4236355151/
• http://www.flickr.com/photos/maguisso/1205113333/
Thursday, May 6, 2010