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Your reason for using email as a tangible marketing medium may be to teach, to advise, to inform, to encourage, to motivate, to inspire, to lead, or to sell. By sending out email to an opt-in audience, you as an advertiser are targeting interested consumers. Response rates to legitimate, opt-in email campaigns average just over 6%, depending on the targeting and the freshness of the list. In 2009, the total amount of U.S. companies spent on email marketing was about $520 million (eMarketer, 2009).
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Trinity Web Works © 2011 All rights reserved.
How to Measurably Increase Your Email Response Rates
PRO Business Marketing Series
Tony MarinoPRO Business Marketing Consultant
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Terms of Participation
Trinity Web Works © 2011 All rights reserved.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful. This course is designed to provide accurate and authoritative information in regard to the subject matter covered. It is rendered with the understanding that the publisher is not engaged in rendering legal, accounting, or other licensed professional services. If legal advice or other expert assistance is required, the services of a competent licensed professional person should be sought such as a licensed attorney or licensed accounting professional. No part of this course may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system without written permission from the publisher.
For information address: Trinity Web Works, 16869 SW 65th Avenue, 144, Lake Oswego, Oregon 97035.
How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response Rates
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Purpose Driven: Email Marketing
Trinity Web Works © 2011 All rights reserved.
Your reason for using email as a tangible marketing medium may be to teach, to advise, to inform, to encourage, to motivate, to inspire, to lead, or to sell.
How to Measurably Increase Your Email Response Rates
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Actionable Plan
Trinity Web Works © 2011 All rights reserved.
Please review the course in its entirety.
Don't just review the course, act upon it!
Understand that these practices and strategies really do work!
“Winners are those who convert their ideas to measurable action!”
How to Measurably Increase Your Email Response Rates
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Historical Background
Trinity Web Works © 2011 All rights reserved.
Ray Tomlinson
How to Measurably Increase Your Email Response Rates
Larry Roberts
Since 19731.6 Billion People
247 Billion Messages Daily
SPAM 40% to 90%
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Permission-Based Email Marketing
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Quality vs. Quantity
How to Measurably Increase Your Email Response Rates
Prospect
ProspectProspect
QUALITY
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How to Measurably Increase Your Email Response Rates
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Email Communication
Trinity Web Works © 2011 All rights reserved.
How to Measurably Increase Your Email Response Rates
Email Communication Messages
Instant Messaging (IM)
Twitter Update Messages
93%Non-Verbal
Not TelephonicallyNot Face-to-Face
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Negative Email Communication
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How to Measurably Increase Your Email Response Rates
Dynamic
Cost-Effective
Accurate
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Email Messaging: Tone
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How to Measurably Increase Your Email Response Rates
WordsStructure
Tone is the quality in your writing that reveals your attitude toward your topic and reader.
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Email Messaging: Tone
Trinity Web Works © 2011 All rights reserved.
How to Measurably Increase Your Email Response Rates
WordsStructure
Why is tone so important in e-mail writing?
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How to Measurably Increase Your Email Response Rates
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Email: Format
Trinity Web Works © 2011 All rights reserved.
How to Measurably Increase Your Email Response Rates
TextHTML
Which email format works best?
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Email: Format
Trinity Web Works © 2011 All rights reserved.
How to Measurably Increase Your Email Response Rates
TextAdvantages
Easy to produce.
Allows you to focus on your copy.
Everyone will be able to view it properly.
Users of handheld email devices (a growing number) can read it easily.
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Email: Format
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How to Measurably Increase Your Email Response Rates
TextLinks must appear in their entirety. For example:
http://www.yahoo.com.
You can’t hyperlink words.
No graphics.
No font formatting such as underlining, boldface type, or color.
You can’t track the open rate.
Disadvantages
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Email: Format
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How to Measurably Increase Your Email Response Rates
HTMLAdvantages
You can track the open rate.
You can include images like company logos, product photos and other graphical enhancements.
Formatting options like boldface, underline and coloring can be included.
You can include forms and other more complex html features.
Colored text can be used to help words stand out.
Centering and other alignment can be used.
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Email: Format
Trinity Web Works © 2011 All rights reserved.
How to Measurably Increase Your Email Response Rates
HTMLToo many graphics can distract and turn off your audience.
Not everyone can view HTML ads properly.
Images appear broken when viewed offline.
Slower to load the messages.
Recognized as an “advertisement,” causing it to be tuned out.
Requires a background in HTML and graphics to do well.
Disadvantages
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Email: Format
Trinity Web Works © 2011 All rights reserved.
How to Measurably Increase Your Email Response Rates
So, which email format works best?
TextHTML
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Email: Format
Trinity Web Works © 2011 All rights reserved.
How to Measurably Increase Your Email Response Rates
Why “Text?”
Text
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response Rates
Why “Text?”
Email Components: Structure and Layout
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “From” Line
Set up, format, and purpose.
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Subject” Line
Set up, format, and purpose.
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Letterhead”
Set up, format, and purpose.
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How to Measurably Increase Your Email Response RatesYour Email “Date” Line
Set up, format, and purpose.
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Opening Salutation”
Set up, format, and purpose.
First Name Personalization Syntax
A.Hello bob,
B.hello Bob,
C. Hello BOB,
D.Hello Bob,
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Upper Body Message”
Set up, format, and purpose.
The “Take Away!”
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Live Links”
Set up, format, and purpose.
“Call to Action!”
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Main Body Messaging”
Set up, format, and purpose.
“Short Paragraphs!”
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Your Closing Salutation”
Set up, format, and purpose.
“Professional Warmth!”
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Brand and Credibility”
Set up, format, and purpose.
“Identity!”
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Brand and Credibility”
Set up, format, and purpose.
Complete Contact
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Brand and Credibility”
Set up, format, and purpose.
Complete ContactCompany Brand
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Brand and Credibility”
Set up, format, and purpose.
Complete ContactCompany BrandPhysical AddressTelephone Number
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesYour Email “Brand and Credibility”
Recipient’s Email Address
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesEmail : Ethics and the Law
Critical Email Considerations
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesEmail : Ethics and the Law
CAN SPAM Act 2003
FTC: Bureau of Consumer Protectionhttp://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesEmail : Ethics and the Law
Email “OPT OUT” Removal Links
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesEmail : Ethics and the Law
Laws, policies, risks, and rewards.
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesEmail : The “65-Character Rule”
Set up, format, and purpose.
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesEmail : “Proofing and Verifying”
Proofing and its purpose.
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesEmail : “Proofing and Verifying”
Verifying and its purpose.
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response RatesEmail Marketing: “Working Smart”
Set up, format, and purpose.
Email Template
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response Rates
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How to Measurably Increase Your Email Response Rates
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