Why & how to do email marketing

1. Email marketing
Incorporating email into your marketing
for cost-effective, driven results
Lisa Ghisolf
gizmocreativefactory.com
@gizmodesign

2. What it isn’t

9. What is it?
•Text or HTML/graphic-based—we’ll be
talking about HTML

10. Why email marketing?
• Targeted results and ROI
• Increase sales with cross-promotion and up-and cross-selling
• Immediate and measurable tracking
• Update and maintain prospect and client lists
• Price
• Email marketing rings in at about $0.01 per contact—a fraction
of the cost of direct mail

11. ROI

12. Why email marketing?
• Improve brand awareness and preference
• Deepen customer preference
• Build word-of-mouth
• Show the personality of your company with personal
touches, like a blog or Twitter feed
• Create a two-sided relationship
• Engage with an interactive presentation [animation, audio]

13. How do you implement it?
• Best to use an outsourced system
• Tracking and reporting
• Keep up with technology
• Managed relationships with ISPs
• Manage unsubscribes, bounces and subscribers
• Get sound advice
• Test, test, test!

17. Build a list
• Ask for an email at every opportunity
• Signup box on every page of web site
• Give incentives—free white papers delivered online
• Ask customers and prospects
• Ask at speaking and networking events, trade shows
• Explain benefits
• Double opt-in creates a cleaner list

18. Build a list
• How are you asking?
• No means no
• Too much, too little?
• Share your privacy policy
• Do you have a privacy policy?
• Ask for preferences in content, frequency
• Let them know what they’re getting
• Losing open rates? Ask again
• Say “thank you”

19. How to write e-newsletters
• What do they really want to read? Ask them!
• Use humor
• Share hot trends, important tips and valuable offers—but
don’t give it away for free
• Archive and only let “members” read your archives to create
further value
• Survey or interview your readers
• Abide by CAN-SPAM laws

20. How to pawn writing off on others
•Invite guest writers
•Ask for readers to contribute
•Get free articles from others
•Hire a writer
•Co-brand with another company—
carefully!

21. How to design it
• Ask a pro :^)
• Brand it!
• Design well — headers, table of contents, color, short
sentences, lots of space
• Design to the preview pane and disabled images
• Be sure to connect to your web site’s various pages, not
just your home page [landing pages!]

22. Target smartly
• What are your competitors doing?
• Target by delivery time
• Split your list up
• Ready to buy, clients, prospects, dead leads, past clients
• Customer interests
• Customer’s place in sales cycle
• When contract, service or product is ending or running out
• When economic conditions change
• Seasonally

23. Target smartly
• When they’re unhappy
• Create a series of emails
• Create anticipation, response
• Tie in with other communications
• Blogging
• Twitter, Facebook, LinkedIn, Pinterest, Instagram
• Offline marketing
• Get readers “in” on the secret—use variable direct mail to
point users to offers

24. Measure—and pay attention to it
• Learn the lingo
• Really read your statistics and measure them over time
• Average open rates for house lists are averaging 25.44%, according to Epsilon;
mobile phones accessing email up 28%.
• What does that mean to you?
• Open rates, bounces can be deceptive
• What is getting through? Be creative
• Mix in text emails, interactive forms in the email, surveys

25. In the end
• Get serious about email marketing to realize its results
• Even though email is a cheaper media, invest time and money
to get the best results
• Utilize experts who understand the media

26. Thank you!
• Any questions?
• Drop off your business card for a copy of this presentation
& to sign up for my e-newsletter!
Lisa Ghisolf
gizmocreativefactory.com
@gizmodesign