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Presented at the University of Notre Dame on December 8, 2010.
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Email Marketing December 8, 2010
Chas Grundy Director of Interactive Marketing
of teens use email daily
11% h"p://pewinternet.org/Reports/2010/Teens‐and‐Mobile‐Phones.aspx2011E‐Expecta@onsReporth"p://www.noellevitz.com
h"p://pewinternet.org/Reports/2010/Teens‐and‐Mobile‐Phones.aspx2011E‐Expecta@onsReporth"p://www.noellevitz.com
of teens use email to learn about schools
79%
Website YouTube
Search
Marketing
Brochures
Direct Mail
Television
Radio
Outdoor
Marketing
Public
Relations
iTunes U
PERMISSION
PermissionMeans…
OKTOUSE Optedinfrommysite Purchasedaproductfrom
mewithinthelast2years Handedmetheirbusiness
cardatatradeshoworothereventknowingI'dcontactthem
Theycompletedanofflineformandindicatedtheywantedtobeemailed
DEFINITELYNOTOKTOUSE
x Ihaven'temailedtherecipient'saddressformorethan2years
x Iobtainedtheemailaddressesfromathirdparty
x Iscrapedor"copyandpasted"theaddressesfromtheInternet
Source:CampaignMonitor
• Signupforms• Subscribefromwebsite
• Optinatevents• Previousregistrants
ask when they’re happiest
Quality over Quantity
h"p://www.flickr.com/photos/4wardever/5023427371/
h"p://www.flickr.com/photos/otrops/4250799736/
Removingbadaddresses
Whatyou’llgetfromstayingon
Supereasytounsubscribe
Howyougotonthislist
CAN‐SPAMActof2003TheCAN‐SPAMAct,alawthatsetstherulesforcommercialemail,establishesrequirementsforcommercialmessages,givesrecipientstherighttohaveyoustopemailingthem,andspellsouttoughpenal@esforviola@ons.
h"p://business.^c.gov/documents/bus61‐can‐spam‐act‐Compliance‐Guide‐for‐Business1
$16,000 h"p://www.flickr.com/photos/63056612@N00/155554663/
h"p://www.flickr.com/photos/kkbb/266081922/
INSTITUTIONALSPAM
Subscribing via ListServ
Subscribing via Campaign Monitor
ListServ
Pros
• FreeCons
• Nostats• Hardtosubscribeand
unsubscribe
• InconsistentsupportofHTML
• DifficulttosendHTMLemails
• CangetNDspamblocked• Requiresapprovals
EmailServiceProviders• Protectyourstatus,getyouremailsthrough
• Providestats• Easytosubscribeandunsubscribe
• Easytosendemails• Usetemplates
What gets measured gets improved.
A/B Testing
Blast
• Postcard • Short,
sweet • What’s the
point? • Call to
Action
Newsletter
• Regular schedule
• Consistent • Scannable • Useful
Letter
• Internal • Readable • Get to the
point
Type: Blast
Goal: Sell Software
Good
Bad
Top is clear, scannable Screenshots
First, A Recap Where’s the Call-to-Action?
Type: Blast
Goal: Gain supporters
Good
Bad
Emotional connection Image sells it Call to action!
What is it for?
Type: Newsletter
Goal: Increase followers, convert to customers
Good
Bad
Catchy images Scannable headlines Drive to website
Reinforce permission and unsubscribe
Imagesoff
Imageson
presentation by chas grundy
[email protected] grundyhome.com twitter.com/chasgrundy linkedin.com/in/chasgrundy
email blog twitter linkedin
this presentation is available at slideshare.net/chasgrundy
