Presented by Dirk Marketing EMAIL MARKETING SOLUTIONS

presented by Dirk Marketing

EMAIL MARKETING SOLUTIONS

█ Snapshot: Dirk Marketing• Group Marketing Veterans

Proven email templates, press releases, graphic design Group marketing clients:

M.E.S.A. (112 Retailers with 231+ Locations) Catalyst AV (14 Wholesale Distributors) Digital Delivery Group (12 Wholesale Distributors)

• 10+ Years in Marketing for Retailers, Distributors, and Manufacturers

• Self Proclaimed “Marketing Geeks”

INTRODUCTION THINGS TO KNOW (3) LIST BUILDING (4) EMAIL CONSTRUCTION (3) EMAIL DELIVERY (5) EXPECTATIONS AIMM PROGRAM (5) AIMM PACKAGES SUMMARY RESOURCES Q&A

█ Today’s Discussion• Things to Know• Tips, Tricks, and Ideas

List Building Email Construction & Layout Email Delivery, Results, and Expectations

• Resources• AIMM Marketing Program• Q & A


█ Things to Know: SPAM• Landing in a Spam folder or being blocked

outright is a result of many factors Content of the email, including subject line List health Domain/sending reputation

• Spam Score – the lower, the better!• Once you know how the system works, you

can carefully break rules

INTRODUCTION THINGS TO KNOW (1 of 3) LIST BUILDING (4) EMAIL CONSTRUCTION (3) EMAIL DELIVERY (5) EXPECTATIONS AIMM PROGRAM (5) AIMM PACKAGES SUMMARY RESOURCES Q&A

█ Things to Know: Mobile Friendly• 60%+ of all emails are opened on mobile

devices first 74% of consumers prefer commercial

communications via email 66% of consumers have made a purchase online as

a result of an email marketing message 69% of users delete emails not optimized for phone

• Understand the differences between desktop and mobile display

• All AIMM Templates are mobile responsive


█ Things to Know: Email Success• Email Marketing is always best when paired

with other marketing efforts Website promotion In-store signage Facebook and other social media

• Email Marketing can’t succeed in a vacuum• “Marketing Synergy” • Better as a band than a solo performer


EMAIL LIST BUILDING

Sign Up Forms (Online)

DO NOT

x Not have onex Bury the sign up behind multiple

clicksx Require more than one or two

fields for submission

DO

Place a link or callout on the homepage or every page in the header/footer

Ask for demographic fields for targeted marketing, but don’t make them required:

Birthdays, Favorite Artist, Instrument of Choice, ZIP Code, Mobile Number

3 TIPS1Your goal is to make email subscription and sign up forms as easy and pain-free

as possible. 2Linking forms to email sending programs saves time. 3Asking for demographic information gives you extra marketing options.

INTRODUCTION THINGS TO KNOW (3) LIST BUILDING (1 of 4) EMAIL CONSTRUCTION (3) EMAIL DELIVERY (5) EXPECTATIONS AIMM PROGRAM (5) AIMM PACKAGES SUMMARY RESOURCES Q&A

Sign Up Forms (In Store)

DO NOT

x Ask for too much informationx Forget to keep pens nearby or

chained to the kioskx Forget to recharge and lock the

tablet (for electronic kiosks)

DO

Keep your form simple, easy to read, with LOTS of space for answers

Opt for an electronic tablet kiosk sign up if possible

3 TIPS1Handwritten forms with small spaces usually result in illegible handwriting.

2Don’t forget to check the pen daily for ink! 3Electronic kiosks can upload new subscribers to your email program directly.


List Append and Buying Lists

DO NOT

x Just don’t.x Really, really don’t.

DO

Grow your list organically: POS, Facebook and other social

media, online forms, tradeshow, raffles, competitions, etc.

Opt for an electronic tablet kiosk sign up if possible

3 TIPS1Most purchased lists have booby trapped spam “plants” that are there

specifically to catch spammers. 2List appends usually consist of really old, really inactive, and even unsubscribed email addresses. 3Likelihood of landing on at

least one block list goes up dramatically.


Raffles, Giveaways, Etc.

DO NOT

x Forget to publicize the winner.x Ignore the participants who signed

up but didn’t win.

DO

Showcase the winner in the next email or on Facebook.

Email all participants with a consolation coupon or discount offer.

3 TIPS1Seeing someone actually win gives you credibility for all participants. 2Seeing the results of someone winning increases the chances of more participation

next time. 3Offering the coupon builds trust and relationships with new subscribers and almost guarantees they pay attention to follow-up emails.


EMAIL CONSTRUCTION

Font Treatment

DO NOT

x Use more than one font type in an email.

x Use colors like red or yellow just because they are bright.

x Use fonts smaller than 14pt.

DO

Use a single, universal font. Use colors that compliment the

theme and provide good color contrast.

Font size should start at 14pt for general copy, up to 30pt for headlines.

5 TIPS1There are only 9 universal fonts. 2Using a single font throughout improves

readability. 3Overuse of colors like red and yellow = spam “ding”. 4Good contrast is important for color blindness. 5Smaller than 14pt is nearly impossible to read

on mobile devices, and larger than 30pt means one word per line.

INTRODUCTION THINGS TO KNOW (3) LIST BUILDING (4) EMAIL CONSTRUCTION (1 of 3) EMAIL DELIVERY (5) EXPECTATIONS AIMM PROGRAM (5) AIMM PACKAGES SUMMARY RESOURCES Q&A

Text to Image Ratio

DO NOT

x Use a single big image to tell your whole story.

x Bury your call to action in an image and nowhere else.

DO

Use a mixture of images and live text to tell your story.

Include your call to action in live text in multiple places, especially the tops and bottoms of emails.

3 TIPS1One of the biggest spam “dings” comes from a low ratio of text to images.

2Images are not universally displayed by default, so you may be hiding important information from your customers in an unseen image. 3Use of Alt Text

can help with spam and improve the reception of your message.


General Layout

DO NOT

x Break too far from convention.x Rely on web design practices to

build email messages – different code.

DO

Follow tried and true methods: Preheader text, header with in

logo upper-left and contact info upper-right, call to action in both image and text, footer with info

Use HTML code specific to email standards.

Prioritize mobile-friendly design!

3 TIPS1Good layouts provide information at every stage – initial delivery, preopen, and

open. 2Good layouts make the eyes move, scanning for information. 3There is something to be said for not reinventing the wheel…people don’t want to have

to overthink your email to them, so keep it simple.


EMAIL DELIVERY

From Name and Address

DO NOT

x Send emails from a generic domain like @yahoo or @gmail.

x Send from a specific person (unless that person is a well-known figurehead for your company)

DO

Send from an official company domain address.

Send from your company name (unless you have a well-known owner or some sort of icon/caricature)

2 TIPS1Sending from generic domains is a huge spam “ding” and many providers

won’t send the email at all because your identity can’t be verified. 2People are much more likely to open an email from a recognized name.

INTRODUCTION THINGS TO KNOW (3) LIST BUILDING (4) EMAIL CONSTRUCTION (3) EMAIL DELIVERY (1 of 5) EXPECTATIONS AIMM PROGRAM (5) AIMM PACKAGES SUMMARY RESOURCES Q&A

Subject Lines

DO NOT

x Use too many all-caps words or exclamation points!!!!

x Make them too long.x Get too witty.x Rely on emoticons, emojis, or

other symbols.

DO

Use numerals instead of words (Example: 2 instead of two).

Keep them short and sweet. Be direct. Be familiar.

5 TIPS1All-caps and exclamation points aren’t as severe spam “dings” as they used to

be, but use them sparingly. 2Numerals are more attention grabbing. 3One person’s wit is another’s confusion, so be careful. 4Emoticons and other symbols

don’t translate to all email providers. 5Remember your audience – they know who you are and what you sell. Talk to them that way.


Frequency

DO NOT

x Send intermittently throughout the year or only during heavy retail seasons like Christmas.

x Send the same email over and over with no change to the content or subject line.

DO

Maintain a regular, consistent message delivery (preferably once a month)

If you’re going to repeat an email, make sure you change up the subject line and some formatting

3 TIPS1No one likes to be taken for granted – you can’t ignore your customers all year, then barrage them during the holidays, and expect good results. 2Establishing a regular routine trains people to expect hearing from you. 3Always give people

something new to read or look at.


Time of Day/Week

DO NOT

x Send on Monday.x Send on Friday afternoons.x Send on a holiday (exceptions:

thank you notes and Black Friday announcements)

x Send overnight.

DO

Send safely on Tuesday, Wednesday, and Thursday.

Send Saturday or Sunday for mobile audience.

Send according to your store’s office hours.

3 TIPS1Monday is not a friendly or open day behaviorally, while Friday afternoons is

when people are generally distracted. 2Use you and your staffs email habits as a starting point for planning your sends. 3Consider weekends as a new primetime,

especially if your audience skews young (34 and younger).


Testing

DO NOT

x Not test.x Send 1 test to your personal email

and assume the way it looks there is how it looks everywhere.

DO

Use a testing service if possible (example: Email on Acid)

Send multiple tests to various email accounts – Outlook, Yahoo, Gmail, iPhone, Android, etc.

3 TIPS1Each email provider uses their own code to display emails, resulting in widely varied results if you’re not careful. 2Code your emails with mobile in mind (this is done for you in the AIMM Program). 3Advanced users can experiment with

Split A/B testing to gauge response rates to different subject lines.


EMAIL EXPECTATIONS

Goals and Results

DO NOT

x Not set them.x Set them, but then set them too

high or with impossible-to-track measurables.

x Give up after the first couple of attempts.

DO

Start with standard goals – opens, clicks, bounces, etc.

Set goals at a level relative to all the factors contributing to a campaign’s success or failure.

Embrace long-term roadmaps. Use results to tweak future emails.

4 TIPS1Goal-setting is important, but setting realistic and measurable goals is key.

2Email marketing requires length of time to establish trust and rapport. 3Remember that there are lots of factors that can lead to success or failure of a

particular email or goal. 4Don’t be afraid to try new things!


AIMM EMAIL MARKETING PROGRAM

█ Program in a Nutshell• Quick, convenient, professional

• Easy to use, time saving

• Responsive Design = Mobile Superstar

• Multiple templates throughout the year, in both design and style:

Product Sales Flyers, Newsletters, Hybrids, Simple Sales

12+ Unique Themes: Dealer Brand, Tax Season, 4th of July, Summer Sale, etc.

• Sometimes it’s just nice to have a plan!

INTRODUCTION THINGS TO KNOW (3) LIST BUILDING (4) EMAIL CONSTRUCTION (3) EMAIL DELIVERY (5) EXPECTATIONS AIMM PROGRAM (1 of 5) AIMM PACKAGES SUMMARY RESOURCES Q&A

{{ Things to Think About }}

Am I a DIY type or would I rather let someone else handle the stress?

What do my time, my budget, my knowledge, and my resources tell me is the

best option?

How is this different from what I’m currently doing? Worse, better, the same?

Does this program fill a void?


█ What Do You Get?• 12+ Pre-constructed templates designed to fit your store, your brand,

and all your other marketing efforts

• Option to have Dirk Marketing do it all for you!

• All templates and final emails produced are 100% mobile responsive

• 4 Types of email templates:


http://dirk.marketing/clients/aimm/member/dietze/dietze.html

http://dirkmarketing.com/clients/aimm/miss-music/miss-newsletter.html

http://dirk.marketing/clients/aimm/member/george-music/2015/may/hybrid.html

http://dirkmarketing.com/clients/aimm/miss-music/tax/miss_ss.html

█ Expectations and Workflow• Creation of your brand template first• All other themed templates come next• Templates and assets available via Dropbox• Have Dirk Marketing do it for you!

Send us your list of products you want featured We create all images, graphics, and copywriting You only need to submit extra if you have specific requests

Typical 3-day turnaround for first proof We will send for you on the platform of your choice


3 AIMM PACKAGES

regular annual

$780

or $465 semi-annually

paying in full annuallysaves $150

Access to Templates

• 13 Product Sale Theme TemplatesAverage of one per month, plus a Dealer Brand theme

• Includes access to:- All standard templates, not just

those created after subscription starts

- Native graphics and assets used to create templates

- Supporting graphic creations: Facebook backgrounds, web banners, etc.

- Generic newsletter and hybrid style email designs

Package #1 : DIY

regular annual

$2880or $1720 semi-annually


Access to Templates12 Product Sale Emails

+ 12 sends (no extra fees)

• 12 Product Sale Emails Includes 9 products per message*, sent once per month (additional sends extra – see ala carte services)

• Dealer selects products per message, DM inserts all image and copy

• Email tested and sent for dealer

• Newsletters and/or Hybrid emails can be substituted for Product Sale emails

Package #2 : ManagedPA

CK

AG

E

CO

STS

regular annual

$4380or $2610 semi-annually


Access to Templates12 Product Sale Emails12 Simple Sale Emails

+ 24 sends (no extra fees)

• 12 Product Sale emailsAs described in Package #2

• 12 Simple Sale emails Unique imagery and copywriting without specific product placement, sent once per month

• Reinforces any sale promoted in Product Sale emails

Package #3 : Managed

NOTE: Packages above do NOT include iContact subscription rates. See next slide for subscription and ala carte rates.*Product Sale emails in packages #1 and #2 come with 9 products per email; this count does NOT include any possible pre-finished AIMM banner rows – those are included at no additional cost. If you would like to insert more than 9 products per email, standard insertion charges will apply.

█ Summary• Always be building your lists

• Keep designs simple and easy to read

• Plan your sending schedule for the best time(s) for your customers

• Set realistic goals and give yourself enough time for accurate assessments

• Resources are important. Keep them handy.

• AIMM Email Marketing Plan takes almost all of this off your shoulders!


█ Resources


• Spam Scoring and Triggers https://litmus.com/help/testing/spam-scoring http://mailchimp.com/resources/guides/how-to-avo

id-spam-filters/html/

https://www.icontact.com/developerportal/documentation/how-to-spamcheck-your-messages/

• Email Resources http://

www.marketingprofs.com/marketing/library/17/email-marketing

http://www.icontactimg.com/static/pdf/greenpaper_Email101.pdf

https://www.emailonacid.com/app/resources/whitepapers

https://litmus.com/resources

• List Building http://

blog.hubspot.com/blog/tabid/6307/bid/32028/25-Clever-Ways-to-Grow-Your-Email-Marketing-List.aspx

http://blog.getresponse.com/email-list-building-ideas.html

http://www.entrepreneur.com/article/184860 https://blog.aweber.com/tag/list-building

• Dirk Marketing, (253) 236-5805

• For more information about Dirk Marketing, including additional services, please visitwww.dirkmarketing.com

• Angie Dirk, Leading Marketing [email protected]

https://litmus.com/help/testing/spam-scoring

https://litmus.com/help/testing/spam-scoring

http://mailchimp.com/resources/guides/how-to-avoid-spam-filters/html/






http://www.marketingprofs.com/marketing/library/17/email-marketing










http://blog.hubspot.com/blog/tabid/6307/bid/32028/25-Clever-Ways-to-Grow-Your-Email-Marketing-List.aspx







http://www.entrepreneur.com/article/184860

http://www.entrepreneur.com/article/184860

https://blog.aweber.com/tag/list-building

https://blog.aweber.com/tag/list-building

http://www.dirkmarketing.com/

mailto:[email protected]

█ Q&A• Dirk Marketing – Here in Nashville All Week!

Angie Dirk [email protected] and Lead Marketing Chick

• (253) 236-5805 office | (206) 930-3339 mobile• www.dirkmarketing.com/aimm• For more information about Dirk Marketing,

including additional services, please visitwww.dirkmarketing.com


mailto:[email protected]

http://www.dirkmarketing.com/aimm

http://www.dirkmarketing.com/

Insertion Charges$00 Reuse a

previously inserted product

$25Per standard sized product insertion

$35Per custom sized product image insertion and/or layout change

Sending Charges$50Per message prep,

testing, and execution in both HTML and plain text formats

$25Per message resend

Included in All Insertions:Best possible product images, pricing, relevant specs, links to buy product on website (if applicable)

Turnaround: Approx 3 Business Days

Product Insertion & Sending Chargesstarting as low as

$25Monthly Rates:

Cost Subscribers

$19 0 – 1,000

$29 1,001 – 2,500

$47 2,501 – 5,000

$74 5,001 – 10,000

$109 10,0001 – 15,000

Call for pricing on 15,000+

Service Includes:AIMM template friendly, combined design and HTML editors, social media integration, surveys, unlimited sign-up forms, unlimited image hosting, free message archiving, extensive metric tools

Email Subscription Servicestarting as low as

$19

ALA

CA

RT

SER

VIC

ES

Single Simple Sale Emailonly

$150Service Includes:Custom content for dealer, including: specific calls to action, phone numbers, email addresses, sales dates and times

$50 Per message prep, testing, and execution

$25 Per message resendTesting Service

$50Service Includes:One-time deliverability test of any DIY, dealer-created message. Edits and fixes additional.

Documents

Presented by Dirk Marketing EMAIL MARKETING SOLUTIONS