Transcript Leif Youngberg

Effective Email Marketing
tools and strategies…
Leif C. Youngberg
Co-founder
CoolerEmail.com
March 19, 2003
Tools of the Trade
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Specialized email marketing engines
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ASP Model
Wide range of offerings (self-service, high-volume,
agency)
Features and Benefits
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Easy to build emails
Easy to send emails
Easy to track emails
Extraordinary ROI
Integrated website analytics software
The Fundamentals
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Target Audience -Who are you sending to?
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Everybody you know?
Customers?
Prospects?
Subsets?
Message-Why should they read it?
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Relevant
Personalized
Professional
Appealing call to action
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RSVP
Take Survey
Great offer – buy now!
Your Mailing List
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Establish it
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Maintain it (automatically)
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Unsubscribes
Bounces
Update information
Grow it (automatically)
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Pre-existing business relationship (from CRM system)
NO SPAM
Website sign-ups (optin/double optin)
Send to Friend/referral program
Organize/Segment it
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By demographic/geographic fields
E.g., “prospects” in “New York”
Website sign-up forms
Collect subscribers…
To these mailing lists…
Building your Message
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Templates
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Build the “look & feel” once
Website banner, style sheets, colors, etc.
Specific templates for specific purposes
Content/Editions (“cut and paste”)
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(1 of 4)
Monthly
Weekly
Event driven (birthdays)
Triggered Emails (e.g., 7 days after signing up)
Advanced Options/Examples
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Custom HTML
Flash
Streaming Video
Templates
Building your message
(2 of 4)
Content/Editions
Building your message
(3 of 4)
Advanced Options/Examples
Building your message
(4 of 4)
Sending your message
Tracking---introduction
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Summary data
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Sent
Read
Clicked
Unsubscribes
Bounces
Individual data
Website data
CRM data
(1 of 5)
Tracking---basic
(2 of 5)
Tracking---charts
(3 of 5)
Tracking---web logs
(4 of 5)
Tracking---data mining
(5 of 5)
Contact management
Example 1.1---CoolerVAR
Example 1.2---CoolerVAR
Example 1.3---CoolerVAR
Example 2 --- Bill Clinton
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Conclusion