Slide presentation from Senator Leahy's WEOC conference, Oct 2013

1. how to use
Email Marketing
to
make Your Customers
L O V E YOU
Friday, October 18, 13

2. What exactly IS email marketing?
Friday, October 18, 13

3. What exactly IS email marketing?
It’s Not This...
Friday, October 18, 13

4. What exactly IS email marketing?
It’s Not This...
Friday, October 18, 13

5. So what is it, really?
“Email marketing is the
business practice of sending
an email to people on a list
in the hopes of selling them
a product or service.
The primary intent is to
establish loyalty, trust and
brand awareness.”
...and why do we use it?
Friday, October 18, 13

6. For lots of reasons...
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7. For lots of reasons...
- it's cost effective
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8. For lots of reasons...
- it's cost effective
- it's delivered instantly
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9. For lots of reasons...
- it's cost effective
- it's delivered instantly
- you can track data
Friday, October 18, 13

10. For lots of reasons...
- it's cost effective
- it's delivered instantly
- you can track data
- it's permission based
Friday, October 18, 13

11. For lots of reasons...
- it's cost effective
- it's delivered instantly
- you can track data
- it's permission based
- you can automate it
Friday, October 18, 13

12. For lots of reasons...
- it's cost effective
- it's delivered instantly
- you can track data
- it's permission based
- you can automate it
- relationship building
Friday, October 18, 13

13. For lots of reasons...
- it's cost effective
- it's delivered instantly
- you can track data
- it's permission based
- you can automate it
- relationship building
- it can boost sales
Friday, October 18, 13

14. For lots of reasons...
- it's cost effective
- it's delivered instantly
- you can track data
- it's permission based
- you can automate it
- relationship building
- it can boost sales
now let’s talk about HOW...
Friday, October 18, 13

15. Tools at your disposal
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16. Set Yourself Up for Success
DEVELOP A STRATEGY
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17. Set Yourself Up for Success
DEVELOP A STRATEGY
WHO
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WHAT
WHEN
HOW / HOW OFTEN

18. Keys to good subject lines
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19. Keys to good subject lines
- Keep them short and to the point - 50 characters or less
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20. Keys to good subject lines
- Keep them short and to the point - 50 characters or less
- words not to use (free, help, percent off, reminder)
Friday, October 18, 13

21. Keys to good subject lines
- Keep them short and to the point - 50 characters or less
- words not to use (free, help, percent off, reminder)
- personalization - does not help open rates and can backfire
Friday, October 18, 13

22. Keys to good subject lines
- Keep them short and to the point - 50 characters or less
- words not to use (free, help, percent off, reminder)
- personalization - does not help open rates and can backfire
- localization (providing city/state name) does help open rates
Friday, October 18, 13

23. Keys to good subject lines
- Keep them short and to the point - 50 characters or less
- words not to use (free, help, percent off, reminder)
- personalization - does not help open rates and can backfire
- localization (providing city/state name) does help open rates
- don't use the same headline every time
Friday, October 18, 13

24. Keys to good subject lines
- Keep them short and to the point - 50 characters or less
- words not to use (free, help, percent off, reminder)
- personalization - does not help open rates and can backfire
- localization (providing city/state name) does help open rates
- don't use the same headline every time
- use your name in the “from” line
Friday, October 18, 13

25. Keys to good subject lines
- Keep them short and to the point - 50 characters or less
- words not to use (free, help, percent off, reminder)
- personalization - does not help open rates and can backfire
- localization (providing city/state name) does help open rates
- don't use the same headline every time
- use your name in the “from” line
- pay attention to the pre-header
Friday, October 18, 13

26. Keys to good subject lines
- Keep them short and to the point - 50 characters or less
- words not to use (free, help, percent off, reminder)
- personalization - does not help open rates and can backfire
- localization (providing city/state name) does help open rates
- don't use the same headline every time
- use your name in the “from” line
- pay attention to the pre-header
and be sure to proofread!
Friday, October 18, 13

27. Grow Your Subscriber List
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28. Use pop-ups sparingly
they’re effective, but they can be annoying
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29. and please be careful...
seriously, though - spam is a really big deal
photo credit: Hubspot.com
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30. best practices
tips
discussion
live examples
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