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Email Marketing
Presented by Mia Lee
Wichita Area Technical CollegeDerby Chamber of Commerce
Which Generation Uses Email
It's all about Communication
Key to building profitable customer relationships Many tools to choose from Email marketing is the easiest, most cost
effective and immediate way to reach out to your customers on a regular basis.
A Success Story
Terms
• Above-the-fold
• Auto Responder
• Campaign
• Click-through Rate (CTR)
• False Positive
• Opt-in
• Preexisting Business Relationship
Very Basic Differences
Plain text vs. HTML Can be tracked Can be integrated with your website Can be targeted
A Text Email
An HTML Formatted Email
Why Email Marketing
It's fast It's easy It's affordable It's targeted It's effective It’s data driven
Email Marketing - Ideas
Newsletters Promotions Events Company announcements Press releases Educational resources
KS Humane Society
Keller Williams Realty
Derby Chamber of Commerce
Unified Party Bus
Get Started
Choose an Email Service Plan your campaign Create your content Add your list Send your email Monitor your results Interact with customers
Choose an Email Service
Constant Contact iContact Vertical Response
Plan Your Campaign
• Strategy
• Purpose
• Audience
• Type of message
• Timing
• Consistency
Create Your Content
• Subject line should say why you’re emailing
• Cut to the chase right away
• Include a clear call to action
• Delete every word that is not essential
Choose a Template
Create your list
• Import from Excel
• Collect via website
• Add contacts manually
Monitor Your Results
Track your opens and clicks
Segment the results
Think “Quality” not “Quantity”
Respond appropriately to targeted groups
Ask ‘never opens’ if they’d like a different communication channel, offer to remove them
Monitor Your Results
Interact With Your Customers
Call to Action
Survey or Poll
Coupons
Build Your List
• Sign up box on website
• Ask customers for their email (by phone or in person)
• Offer incentives for signing up
• Partner with another business
• Promote signup in your printed materials
• Add link to signup in email signature
Build Your List
• Add fishbowl for business cards
• Print a signup sheet
• Print survey or contest link on retail receipt
• Tweet your newsletter
• Add sign up to Facebook
• Use LinkedIn discussion groups
Sign Up form
• Add signup option to website
• Let customer choose what to receive
• Let them know what they’re getting
• Don’t ask for too much personal information
• Retype email address to avoid typos
• Post privacy policies
• Consider auto responder
Sign up Form on website
Sign up Form Options
Email Branding Checklist
Choose a template that fits your content Upload your logo - link to your site Match colors and fonts Use images, photos Keep tone and message consistent Carry message throughout social media
Can Spam Compliance
Federal anti-spam requires:
• A valid "From" address
• A straightforward "Subject" line
• An unsubscribe/opt-out link and/or instructions and a physical address
• Unsubscribes be processed within ten days of receipt.
A Success Story
Takeaway
Nurture subscribers over time Remember their preferences and interests Keep in touch with them on a regular basis Let them know you value their business
Suggested Reading
Receive Link to Presentation
Text email to 59925
Follow Us
• Mia is @Webbiegirl on Twitter and MiaLynnLee.com on web
• WATC is @WatcWichita on Twitter and Watc.edu on web
• Hosted by DerbyChamber.com at www.wichita.edu/south
• This presentation is online at slideshare.net/webbiegirl/email-marketing-1904627
Resources
• Who’s Online and why are they going there?http://www.readwriteweb.com/archives/whos_online_and_what_are_they_doing_there.php
• The New Old Agehttp://newoldage.blogs.nytimes.com/2009/05/15/easier-e-mail-for-the-older-generation/
• Generational 2009 Chartshttp://www.slideshare.net/kirklapointe/generations-2009-charts-presentation?src=embed
• Planning an email marketing campaignhttp://www.activecampaign.com/blog/planning-an-email-marketing-campaign/
