How to grow your business with email marketing by solutions for growth

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How to Grow Your Business with Email Marketing

David Fischer

1www.SolutionsForGrowthLLC.com \ 914-980-0521

Solutions for GrowthSolutions for Growth helps clients acquire and retain customersAmong the tools we use is email marketingWe manage dozens of email newsletters monthly

Solutions for Growth is an Expert Business Partner of Constant ContactOver 400,000 customers, 6 x larger than next providerLeader in social media integration 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

What is Email Marketing andwhy does it work?Quick to set upImmediate and easily measurable resultsAdvanced customer segmentation and personalizationIntegrates with other online and offline marketingHigh return on investment2010 DMA declared email marketing the marketing channel with the highest ROI ($43 in sales for each dollar invested) 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

What is Email Marketing andwhy does it work?Stay top-of-mindContinues a relationship you initiated with website visitors or customersProvides the reader with something valuable (information, coupons, community) in return for access to their email inboxAffordable 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Why Email?Because everyone reads it:91% of Internet users between the ages of 18 and 64 send or read email 147 million people across the country use email, most use it every day

2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Email Marketing isDelivering professional email communicationsto an interested audiencecontaining information they find valuable.

Email is easy to do, but its hard to do well!Email simply powerful, yet exceptionally complex! 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Its a 2-Step ProcessStep 1 Strategy and list buildingStep 2 Use best practices for success


Email Marketing

Step 1 Strategy and list building 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Best Practices to increase successSetting objectivesDefine objectives: I want to Enhance customer / brand awarenessInteract with my customersIncrease event attendanceBring visitors back to my websiteObtain donations for my nonprofitObjectives determine:What information to collectCommunication typeCommunication frequencyMeasuring success


Planning for SuccessWho reads the email?When should the email be sent?ContentIts not about youIts about what you know that is relevant to your readersMake your email stand outGet the tone rightBe an expertFocus on long termDevelop a relationship 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Step 1 - Building your list where you connectWhere else do you have contact?


List BuildingThe most important factor in successful email marketing is the listNo matter how good your offer, if you dont email the right target you will not get the response you want.

List Hygiene



SegmentSegmenting will help you boost the overall performance of your email marketing program.More relevantNew customersSlow customersGreat customersBy productCommunicate effectivelyRe-engage customers who havent opened


Email Marketing is NOT

Number one reason that consumers opt out of email ?

Emails received were not relevant to them. 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Permission and SpamOpt-in from your website, meetings or storefrontRequests for information, registrations forms, existing customer relationship

Spam unsolicited commercial emailWhile tempting, it will have a negative impact on your businessCAN SPAM compliance 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Email Service vs. OutlookStandard Email Programs such as Outlook

Email marketing providers automate best practices

Examples and features based on Constant Contact


Standard email programs such as OutlookLimited # of emails sent at one timeNo formatting controlList break up more susceptible to filtersNo cohesive brandingNo tracking and reporting of emails

Email marketing services automate best practicesReinforce brand identityEmail addressed to recipient onlyManage lists adding new subscribers, handling bounce-backs, removing unsubscribesEnsure mail delivery, track results and obeys the law


Using an email service providerEmail Service Providers automate best practicesProvide templates Reinforce brand identityEmail addressed to recipient onlyManage lists adding new subscribers, handling bounce-backs, removing unsubscribesImproves email delivery, tracks results and obeys the lawUltimately, delivers to your recipients a better and more effective product! 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Email Marketing

Step 2 Use best practices for success 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

www.SolutionsForGrowthLLC.com \ 914-980-052118

Look ProfessionalFrom and Subject LineKeep your design clean and unclutteredDont rely too much on graphics and use white space effectivelyEnsure that the most relevant messages are at the top of the page, above the fold lineInclude Call To Action linksProofreadMake it easy to share


Content Has to Meet Your ObjectivesI want toPromoteMotivate purchasesIncrease event attendanceInform potential customersDifferentiateRelateIncrease loyaltyEncourage referralsToolsNewslettersAlertsUpsellsRemindersWin-back programsGift suggestionsInformation 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Content Has to Have ValuePromotional EmailDiscounts, Coupons, Offers, IncentivesRelational EmailSpecial Privileges, AcknowledgementInformative EmailAdvice, Research, Facts, Opinions 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Coming Up With Valuable Email ContentMove from selling & telling to sustained, targeted, personalized and relevant information and offersShare your expertiseUse facts & testimonialsGive guidance & directionsOffer discounts & couponsExclusivity & VIP statusHold contests & giveawaysAcknowledge your audienceDevelop a plan! 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Determine Appropriate FormatNewslettersFrequencyLots of educational contentUse bullets, summarize information, be concisePromotions / Invitations / SurveysFrequencyFocus on promotionUse content to invite click-through or other actionAnnouncementsFrequencyPress releases, holiday greetings, thank you cardsUse content to build deeper relationships 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

NewslettersFrequency: regular i.e. monthly / weeklyLots of educational content (typically non-promotional)Use bullets, summarize information, be concisePromotions / Invitations / SurveysFrequency: depends on your business and sales cycleFocus on promotion / limited contentUse content to invite click-through or other actionAnnouncementsFrequency: event-drivenPress releases, holiday greetings, thank you cardsUse content to build deeper relationships


Branding Emails ConsistentlyUse different formats and similar designsInclude your logoUse consistent colorsUse meaningful graphicsAvoid drastic changes


Calling Your Audience to ActionCalls to Action IncludeLinks to click onInformation to print outPhone numbers to callInstructions for reading the emailInstructions for saving the emailDescribe the immediate benefitsWhats in it for your audience?Why should they do it now?


Frequency & Delivery TimeHow often to sendCreate a master scheduleKeep content concise and relevant to planned frequency

When to sendWhen is your audience most likely to read it?Day of week (Tuesday & Wednesday)Time of day (10am to 3pm)Send at different times and compare results

Maximum impact with minimum intrusion


Image BlockingImages must be enabledDefault setting is manual unlikely to changeUse image descriptionsAvoid image-only messages


Scanning Your Emails Before SendingScan emails through a spam filter to get a sense of how the email will fare with spam filters


Email MarketingGetting Emails Opened 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

From LineThe From lineUse a name your audience recognizesInclude your organization name or brandRefer to your business in the same way your audience doesBe consistent


Subject LineThe Subject LineKeep it short and simple30-40 characters including spaces (5-8 words)Incorporate the immediate benefit of opening the emailCapitalize and punctuate carefullyAvoid copying the techniques inherent in spam emailsEmails with shorter subject lines significantly outperform emails withlonger subject lines.


Avoiding Spam-speakThe words: free, guarantee, spam, credit card etc.ALL CAPITAL LETTERSExcessive punctuation !!!, ???Excessive use of click here$$, L@@K and other symbolsNo From: addressMisleading subject lines


PersonalizationPersonalize for maximum impact and make message resonateDear Susan,Thank you for your recent purchase of green tiles for your kitchen. Because you like green, we thought you might be interested in these green dishesEvent triggered marketingDrip marketing campaignsButdont be creepy! 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Evaluating ResultsWhat influences your open and click-through rate ?

Watch trends over time



Understanding Bounced and Blocked EmailHard Bounce permanent conditionEmail address non-existentMisspelled/no longer in useSoft Bounce could be temporaryServer was down Mailbox is fullEmail was blocked


Understanding Open RatesOpen tracking indicates level of interaction, not deliveryAn image imbedded in the email was enabled by the recipient

Im interested


Analyzing Open RatesUse open tracking to spot trendsOpen rates trending downFewer subscribers are enabling imagesDecreased interest

Steady open ratesAssume email is being received 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Understanding Click-Through RatesA click-through happens when your subscriber clicks a link toVisit your websiteDownload a fileTake an online surveySend you an email


Capitalizing on Click-ThroughUse click tracking to determine Audience interestsClicks tell you what topics were interestingSave clickers in an interest list for targeted follow upGoal achievementUse links to drive traffic toward your goal 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Understanding Unsubscribe RequestsAn unsubscribe request happens when your subscriber no longer wants to receive your emailsOffer your subscribers permanent list removal Best practice is automatic removal with an unsubscribe link


Reducing Unsubscribe RequestsWhy do people unsubscribe?Over-communication and irrelevant contentPoor targetingEnable your audience to leave comments when unsubscribing from your list


Understanding Email ForwardingProviding a forward link in your emails helps toIdentify people who forward your emailsFormat your forwarded emails correctlyEnable the people who email to join your email list 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

Encouraging Email ForwardsUse your forward report toIdentify people who forward your emailsLearn about the value of your email content

Help your audience spread the word - ask them to forward your email 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com


Social MediaSocial Media and EmailIdeal synergy between the twoMessages can be sent to Facebook and Twitter and other SM

Social media links allow you to spread your word further


Test!Testto know what works best!Refine your message for maximum open and click-through rateRandom sampleThen entire listUsually A/B testSubject linesDays and timesCreative treatmentsOffersSegments


Email MarketingExample 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com





How does Solutions for Growth do email?Email channelEmail address acquisitionEmail address database managementEditorial calendarEmail (template) designEmailCopywritingDeploymentReporting

Identifies growth opportunities and establishes goalsDevises strategy to reach goals 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

www.constantcontact.com/index.jsp?pn=SolutionsForGrowth Sign up for your FREE Constant Contact 60-day trial today!David.Fischer@SolutionsForGrowthLLC.com914-533-7226www.SolutionsForGrowthLLC.com 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com

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914-533-7226

www.SolutionsForGrowthLLC.com
