Optimized! Optimized! Mary Bowling Twitter: @MaryBowling Blog: Google+: [email protected]

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Mary BowlingTwitter: @MaryBowling

Blog: www.MaryBowling.comGoogle+: [email protected]

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Introduction to Email Marketing

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Communicating via email with people who have given you permission to do so

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What Is Email Marketing?


It’s more about engaging with people and NOT always about selling

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Email Marketing = Engagement


To stay in contact with your current customers and others who have expressed interest in your business

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Why Use Email Marketing?


Why Engage With Current Customers?

It costs about 6 times more to gain a new customer that it does to keep a current customer



Current customers refer new customers to you along with their recommendation



Repeat customers spend more money with you than new customers


Email Marketing has the best ROI (return on investment) of all online marketing methods!

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Direct mail marketing costs 20 times more than email marketing to get the same response


Why Use Email Marketing Software?

Easy to use•Support and training•Better, more consistent branding•Better formatting, more visually appealing



Industrial strength features and pros have your back•Send more emails at once•Get better delivery rates•Stay off spam lists•Get tracking metrics



Easier list management and compliance with regulations•Add subscribers•Remove unsubscribers•Deal with bounce backs


Some of your choices:• Mail Chimp

• http://www.mailchimp.com/

• Constant Contact• www.constantcontact.com/

• Vertical Response• http://www.verticalresponse.com/

See More Choices and Reviews: http://www.nextadvisor.com/email_marketing/compare.php

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Choosing Email Marketing Software

http://www.campaigner.com/

http://www.campaigner.com/

http://www.verticalresponse.com/

http://www.verticalresponse.com/

http://www.nextadvisor.com/email_marketing/compare.php


Cost vs needs:• Free or Free Trial

• Try before you buy

• Pay As You Go• Pay for what you need when you need it

• Monthly subscription • (often less than $10/mo)

• List size• More addresses costs more

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Features to consider:• Free templates• Tutorials and training materials• Online Support• Mobile-friendly emails

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Mobile-Friendly Email Required!

42% of all emails are now opened on a mobile device!• Increased by 120% in past 18

months• Increased by 138% in the 18

months before that


Set up online forms where you can

Link to these forms from other online places

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Collecting Email Addresses


Collect email addresses at your place of business

Ask in person and over the phone

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Collect email addresses at events where you are speaking, networking, exhibiting, etc

Get explicit permission to email people

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Consider offering something of value in exchange for an email address

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Email Address Magnets

FreebiesCouponsDiscount codesLoyalty perksE-booksWhitepapersUseful Tools

Insider TipsStatisticsGuidesHow To’sFAQsContest EntryVIP Status


Segment Your Email Lists

Segment lists into meaningful groups

Have people self-segmentBUT don’t require too much

information


Email Marketing vs Email Spam

The receiver decides what is spam, not the sender

If it’s something they want to see, it’s not spam


Don’t email market w/o understanding its permission-based nature and the regulations that govern it.

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Is Email Marketing Spam?


Most email marketing software is very sophisticated.

Get the basics down first!

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Walk Before You Try to Run


Start collecting addresses, even if you’re not sure what to do with them, yet

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What’s Next?


If you already have a list, start thinking about how to leverage it to engage, build relationships and gain trust with current and prospective customers.

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What’s Next?

THANKS!


Mary BowlingTwitter: @MaryBowling

Blog: www.MaryBowling.comGoogle+: [email protected]

Class information: http://www.marybowling.com/local-search-optimization/local-search-classes-at-planet-ocean

/

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http://www.marybowling.com/

http://www.marybowling.com/local-search-optimization/local-search-classes-at-planet-ocean/




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Optimized! Optimized! Mary Bowling Twitter: @MaryBowling Blog: Google+: [email protected]