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BOOSTING YOUR SALES WITH EMAIL MARKETING
BY KC Tan and Nazir Amir
What is Email Marketing?
It is NOT Endless blasting of EDMs Used to acquire new customers A form of advertising to strangers
4 Stages of Marketing Acquire, Connect, Nurture and Trust Email Marketing – Only Last 3 Stages
What is Email Marketing?
It helps build relationships Always first in mind Less price sensitivity Repeat business
Encourages steady referrals Word of mouth marketing Happens after stage 4
What is Email Marketing?
Reduces Cost of Acquisition (COA) Leads from newspaper ads can be saved Use workbook for COA savings
Boost Traffic Website, social media, blogs and more
Why Not Regular Emails?
Amateurish Appearance No Easy-To-Use Templates No Compliance with CAN-SPAM Act in US Reduced Chances To Reach Inboxes
Why Not Regular Emails?
Blind Marketing No statistics on forwarding, clicking, etc No idea why?!
Takes up bandwidth Slows down network
No personalisation
Email Marketing Provider - Benefits
Professional Appearance Strengthens branding
Easy-To-Use Templates No HTML knowledge required
Complies to CAN-SPAM Act Good likelihood of reaching inboxes
Personalisation
Email Marketing Provider - Benefits
Great Reports See who clicked what, which emails
bounced, who unsubscribed, etc No Jamming Up Networks List Management Available
Reduce spam complaints Avoid duplicates and irrelevant emails
More Benefits
Effective Tools Visit Learning Page on Website
Auto-Responders Welcome new readers without reminders Avoid missed connections
Social Media Integration Effortlessly done with designing software
Adding Value To Your Emails
Boring Content Gets Unsubscribed Everyone’s Needs Is Different According To Industry
Training: Provide ideas on effective methods
Manufacturing: Updates on green technology
Make Yourself Look Good People know who to look for in future
Adding Value To Your Emails
Don’t Sell Too Much People buy on 7th reminders
Link Directly To Relevant Content Use Questions From Workbook Share Ideas
What clothes for which figure What to invest in
Adding Value To Your Emails
Be Your Own Critic Use FAQs For Reference Use Lucky Draws and Contests Customer Case Studies
Creates great testimonials
Is SPAM That Bad?
Your Branding Is Associated With SPAM Recipients will not be open to other
marketing efforts Your Domain Gets Blocked
Major ISPs Major Email Clients Unlike unsubscribe, it’s permanent
Avoiding SPAM Triggers
Breed Familiarity Name, logo, branding, etc
Offer Choices During Sign-Ups Promotions, Information, Events, etc
Craft Emails Based On Clicks Targets Customers Better
Avoid SPAM Triggers
Use Welcome Emails Subscriber will remember you better
Remind About Unsubscribe Option Spam status is permanent
Avoid Content Like Guarantee!, Act Now! CAPS LOOK LIKE SHOUTING! Excessive ???!!!
Welcome Emails
Sent Within 24 Hours Contain
Logo, branding and personalisation Reward Immediate Action
Exclusive discount for newcomers Link To Your Site, FB Page, etc
Helps sell without selling
Creating Action
Set An Objective Get in touch, learn or buy
If Promoting An Event Provide links, referral bonus, etc Make it easy
Organise Content Avoid Confusion
Creating Action
Remind That only email lists enjoy this promotion
Keep Target Audience In Mind Helps with relevance
Thank The Reader Personalise This
Types Of Call-To-Action
Direct Create sense of urgency “Act before 30th June for…”
Multi-Step Put order form below linked page
Use Obvious Labels “Read Full Article Here” Video Links As Well
Subject Lines
1st To Be Read “3 Tips To Enhance…” “This weekend’s opening…” “Upgrade your staff and save” “What to look out for when outsourcing…”
Reader Must See Benefit
Effective Auto-Responders
Short With 1 Main Point Spread Out Over Weeks
Not Days Three Is Sufficient Before Newsletter Use Timeless Content
Effective Auto-Responders
Provide Something To Keep Brochures, policies, instructions, etc
Provide Answers To FAQs Don’t Sell Until 3rd One
Allow reader to warm up
Let’s Turn Words Into Action
Hands-On Practice
Uses For Email Marketing
Promotions & Discounts Exclusive for mailing list
Getting New Sign-Ups To Buy Updates
Upcoming events Product launches
Growing Your Lists
Qualify Contacts Avoid [email protected] Is the person interested at all?
Contact Points Retail stores, networking events,
tradeshows, conferences, industry events, phone, email
Websites, blog, social media, directories
Growing Your Lists
Encourage Referrals Advertise or mention them on your
newsletters, websites, social media, etc Web Forms
Place on every possible page Double confirm email to avoid typos Ask for basic information FIRST
Growing Your Lists
Links In Your Signature Turn phone enquiries into subscriptions Mention links in all other marketing
Taking It From Here
Start your email marketing Work on the first 100 prospects Plan for next couple of months Refer to learning centre for guides
Taking It From Here
Help You Get Started Formulate strategy for 6 – 12 months Cover aspects like welcome email, auto-
responder, newsletter content and so on Themed template based on your site ($99
value) 90 minute consultation - $75 (U.P. $225) Sign-up by 28 May
