E mail Marketing for Small Businesses · Participate on Twitter: Follow @nfiblive and use hashtag...

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E‐mail Marketingfor Small Businesses:

How to Boost Revenueand Customer Satisfaction

Lisa Anteau

SVP Customer Satisfaction,

Partner Marketing

Web.com

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E‐mail History Lesson

• 60’s:  E‐mail predates the Internet 

• 70’s:  A guy from MIT founds usage of the“@” sign, and creates the first network mail application 

• 90’s:  Large service providers connect e‐mail systems to the Internet 

• Today: Mass hysteria ensues when e‐mail is down

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Noteworthy E‐mail Statistics

• 2.9 billion e‐mail accounts in 2010, will rise to 3.8 billion by 2014 ‐The Radicati Group (2010)

• Almost 1/2 of every hour on the mobile Internet is spent on e‐mail, far more than any other task (even social networking). –Nielsen Mobile Media View Internet (2010)

• 67% of US internet users say the motivation behind giving their email address to a company is to receive discounts and promotions. –ExactTarget "Email X‐Factor Study" (2010)

• 57% of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email. –e‐Dialog, "Global Perspectives: a Study of Consumer Attitudes to Digital Marketing" (2010)

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• Customer Education 

• Customer Acquisition/Sales

• Customer Loyalty

The common denominator is clear:

OUR CUSTOMER

E‐mail + Marketing = ?

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Facilitating Customer Education

• Newsletters

• Announcements

• Transactional Messages

• Reminders

• Training Resources

• Great for internal “customers”

as well 

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Generating Revenue & Sales

• Special offers, deals, & discounts  

• Membership drives

• Event Invite

• Fundraising

• Up‐sell

• Cross‐sell

• Drip Marketing

• Integration w/ social media

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Fostering Customer Loyalty

• Anniversary/Birthday e‐mails

• Loyalty/Frequent Buyer Clubs

• Drip Marketing

• Appreciation

• Share with a friend!

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E‐mail Marketing How‐To

• Manual

• E‐mail Service Provider (ESP)

• Creative Agency

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How To Build Your E‐mail List

• OPT‐IN

• What e‐mail lists & apple pie have in common

• Leveraging other marketing channels

• Incorporate “Share with a friend”

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• Honesty is the only policy

• Identify your message as an ad if your subscribers are not “opt‐in”

• Include physical mailing address

• Provide an opt‐out mechanism

• Promptly honor all opt‐out requests

Compliance with CAN‐SPAM

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• Select your audience

• Identify your objectives

• Set goals for your campaign

• Measure performance

• Learn

Planning Your Campaign

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E‐mail Design

• HTML vs Text

• Personalization

• Relevancy

• Professionalism

• Creativity 

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Common Design Pitfalls

• Incorrect grammar & spelling

• Too lengthy

• Unprofessional or dated images

• Content lacks focus

• No clear call to action 

• You have 5‐10 seconds to answer 3 questions.

– What is this?

– What does it mean to me?

– What should I do now.

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• Built‐in compliance tools

• HTML for everyone!

• Inexpensive

• Reporting & Tracking

• Customer Support

Advantages of Using an ESP

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• Your hub for all things e‐mail marketing.

ESP Dashboard

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• View, Manage, & Add Contacts

Contact Management

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• Manually, file upload, sync to e‐mail account

Importing Existing Contacts

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• Add a sign up to your website

Gathering New Contacts

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Campaign Design

• Choose a theme and layout

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Campaign Design

• Add Content & check for “spamminess”

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Campaign Design

• Send a Test

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Campaign Design

• Send to a List

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Campaign Design

• Email Preview

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• Delivered

• Opened

• Click through

• Opt‐out rate

• Sales/Revenues

Tracking Response Rates

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• View summary information 

Campaign Tracking

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• Track your individual campaigns.

Campaign Tracking

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• Summary of activity.

At‐A‐Glance Reporting

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Detailed E‐mail Activity Report

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Detailed Contact Activity Reporting

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• Attendees will receive access to the following white papers:  

10 Techniques to Grow Your Subscriber List

Best Practices in E‐mail Design

Helpful Resources

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Connect with us for help and questions.

facebook.com/web.comtwitter.com/webdotcom

Need help with e-mail marketing or other online services?

Web.com (NASDAQ: WWWW) provides online marketing, e-mail marketing, customized Facebook company pages, and web services to 974,000 small businesses nationwide. We’re here to help.

Contact: Web.com(866) 736-2011nfib.web.com

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Additional NFIB.com Resources

More on E-mail Marketing http://www.nfib.com//email-marketingincluding:

Enewsletters: Do’s and Don’tshttp://www.nfib.com/business-resources/business-resources-item?cmsid=55501

Crafting E-mail Subject Lines:5 Tips to Get Your Message Readhttp://www.nfib.com/business-resources/business-resources-item?cmsid=48707

Marketing Your Business through E-mailhttp://www.nfib.com/business-resources/business-resources-item?cmsid=50519

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