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Participate on Twitter: Follow @nfiblive and use hashtag #nfibliveDownload slides at: www.nfib.com/emailmarketingdeck
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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Stay Connected with NFIB
For more information about the
Small Business Webinar Series:
http://www.NFIB.com/webinars
To learn about NFIB visit:http://www.nfib.com/about‐nfib
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