You've Got Mail (And More Customers!) With Email Marketing Talk

You've Got Mail
[And More Customers!]
With Email Marketing
Berea Chamber of Commerce
May 14th 2014
with Victoria Wilson
@mrsbnjcwilson

Hi, I’m Victoria!
• BA in English Literature
• Experienced Marketer
• Long-time Writer & Blogger
• New Wife & Mom
• Bad Cook
(just ask my husband)

At A Glance
 Why Email Marketing?
 Writing the Mail
 Delivering the Mail
 Managing the Mail
 Sending More Mail
 Best Practices

Clearly, email
has changed
since the early
AOL days.
(And thank goodness, right!?)
Foul on
the
play!

Today, email marketing has the
ability to grow your business in
real, tangible ways and positively
impact your bottom line.

“Don’t continue to do
what you’ve always done
just because it’s easy to
do!”
-- Ian Minnis,
Email Marketing Manager at Security Service Federal Credit Union
Source

Why Email Marketing?
95% of online consumers have an email
account.
That means your customers use email!
Source

According to Hubspot, 91% of consumers
check their email daily and about half of
consumers prefer to receive commercial
messages via email.
Source

Direct Marketing Association projects
that 66% of consumers have made a
purchase online as a result of an email
marketing message.
Source

Because of its easy accessibility, email
marketing has an ROI of 4,300%.
Source
$ $$ $$
Or for every $1 spent,
$43.00 is returned.

Email marketing is:
Action oriented (We are trained to do something with an email.)
Measureable (It is easy to get a picture of how your campaign is preforming.
Quality email services track bounce, delivery, open, click through, and unsubscribe
rates.)
Simple & Quick (It doesn’t take a lot of time or energy to write an email!)
Source

Are you taking advantage
of the opportunities?

Writing the Mail
Don’t (even!) think about clicking ‘send’
unless your message has a:
Catchy Subject Line
Engaging Preheader
Interesting Header
Call To Action (CTA)
Share Option
Detailed Footer

Catchy Subject Line
The subject line of your email should make the reader
excited to read more!
•Keep it to 50 characters
•Avoid spammy words like “FREE!”
and gimmicks like ALL CAPS, exclamation points!!!!, and $ymbol$
•Make it personal & timely
•Don’t trick your readers
Source
Source
Source

Catchy Subject Line
Consider using A/B testing
to experiment with effective
subject lines for your
messages.

Source: MailChimp.com
Source
Look at
those great
subject
lines!

Engaging Preheader
A preheader is the short summary text that follows
the subject line when an email is viewed in your
inbox.

Engaging Preheader
You can use the preheader in a variety of ways, just make
sure it’s engaging and brings value to your readers!
•A teaser of your email
•Your brand’s tagline
•A special offer or deal
•Thank the customer
•Link to online version of the message
Source
Source
Source

Source: ExactTarget.com
Announcing my
free ebook has
arrived,
thanking me for
subscribing,
and an option to
view in my
browser (the
online version
of the email).
This
organization's
tagline is in
their preheader.
Sharing news
that I had a part
in creating,
news that is
relevant to me.
Preheaders are
especially
useful for
mobile device
viewing.

Interesting Header
Your header, like your subject line, needs to catch – and
retain! – your reader’s attention.
•Use relevant images
•Reinforce your brand
•Announce the purpose of your email
Source

The branding is
very strong in
this email
header. The
purpose of the
email is quickly
and clearly
announced.

Call To Action (CTA)
Send every email with a clear purpose in mind. Such as to:
• Prompt a store visit or online order.
• Introduce a new product.
• Share big news from your company.
• Ask for engagement on your social channels.
• Share a new blog post your customers need to read.
• Request customer feedback on your products or services.
Whatever your marketing purpose, call your readers to
action.

Share Options
Providing share options creates an opportunity for your
readers to feel invested with your message.
•Social share buttons
•‘Send to a friend’ links
•‘Tweet this now’ prompts
Sharing
is
caring!

Detailed Footer
There are two items that must be included in the footer of
your email marketing messages.
1. Unsubscribe Option
2. Your Business Address
Why?
It’s the law!

The CAN-SPAM Act requires businesses to:
• Tell recipients where you’re located. (Your message must
include your valid postal address.)
• Tell recipients how to opt out of receiving future
email from you. (Your message must include a clear and conspicuous
explanation of how the recipient can opt out of getting email from you in the future.)
and
• Honor opt-out requests promptly. (You must honor a recipient’s
opt-out request within 10 business days.)
in their email marketing.
Visit the Bureau of Consumer Protection Business Center for Compliance Guidelines

Your address
and
unsubscribe
option can be
discreet, just
make sure it’s
included!

We’re Going Strong!
 Best Practices

Delivering the Mail
There are many email
marketing services;
we highly
recommend
Constant
Contact!

Delivering the Mail
When delivering your email messages, make sure they are:
•Recognizable (Using the name of your business in
the “from” field is best, unless you have a strong
personal brand.)
•Branded (Use your logo and brand’s colors
prominently in each message.)

Delivering the Mail
Your email marketing messages should be:
•Consistent (Choose a emailing schedule that
works for you and stick with it. Train your customers
to know what to expect.)
•Targeted (Utilize segmented lists to speak to
different types of customers.)

Recognizable
Branded
Consistent
Targeted

Managing Your List
There is one golden rule that will
make your readers love you
(+ make managing your lists easier!)
Only send when you have something to say.

Managing Your List
Does anyone here like junk mail?
(I didn’t think so.)
Your emails will
head straight to
the ‘round file’ if
they don’t earn
readers’ attention.

Managing Your List
A great way to earn your readers’ attention is by
utilizing segmented lists.
In other words, send relevant messages to
relevant portions of your mailing list.
•Prospecting Customers
•New Customers
•Loyal Customers

Nearly Done!
 Best Practices

Growing Your List
“Permission marketing is the privilege
(not the right) of delivering anticipated,
personal and relevant messages to
people who actually want to get them.”
--Seth Godin
www.sethgodin.com

Growing Your List
Creatively collect new email addresses!
• Provide an incentive for customers to leave
addresses at your office
• Add a QR code to your print marketing
• Add a tab to your company’s website or
Facebook page
• Offer a giveaway in exchange for addresses
• Host an online webinar
Source

What ideas do you have
to grow your email list?

Resources
The Rebel’s Guide
to Email Marketing
The StreetSmart
Coaching Pinterest Boards
pinterest.com/thestsmartcoach

Thank you!
You’re an
email
marketing
champ!

You've Got Mail (And More Customers!) With Email Marketing Talk

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