Transcript Document
Email Marketing – May 19,2009 Freelance Alliance Barbara O’Toole Introduction Big Picture & Trends Effective Marketing – Effective Email Social Media Marketing (It’s All Email!) HTML Email Examples 36 Minute Marketing Guide Preview www.otoolemarketing.com Introduction – Barbara O’Toole Gallup Strengthsfinder Assessment: Maximizer • Strategic • Learner Business has evolved since 2004, beginning with copywriting and making flyers, brochures, then websites and HTML email services. www.otoolemarketing.com Big Picture Two repercussions/results of information overload: 1. Comodifying of “marketing” •Viral marketing •Word of mouth marketing •Social media marketing womma.org •…And whatever’s next? 2. It has become imperative to make it easy for our customers to do business with us www.otoolemarketing.com Trends – Stein Mart’s Email Marketing 2nd level branding “Fabulous Finds” delivered 5-13-09 www.otoolemarketing.com delivered 5-15-09 RISK – increased delivery www.otoolemarketing.com delivered 5-17-09 RISK – increased delivery and mix of messages www.otoolemarketing.com Effective Marketing = good communication between seller and audience Email is an effective marketing tool when it makes it easy •to build a relationship •to build a brand – build your reputation as “expert” •to receive/share information •and ultimately, to buy/sell www.otoolemarketing.com It’s All Email – Evaluate It! Rather than ask “Is Social Media is a Good Investment of My Time?” Ask yourself these questions: Where are my customers online? What about my potential customers? What aspects of communicating my message can be aided by social media? Develop an online strategy/plan for using social media. Start slow. Seek help. Proceed confidently. www.otoolemarketing.com Social Media – Help Free teleseminar offered through Bill Stoller, the Publicity Insider, “Analyzing the Impact of Social Media from Twitter to Facebook” Thursday, May 21 EST, sign up http://bit.ly/2NQbU Other useful sites--- > www.selfgrowth.com, www.clicktoclient.com Nielsen Norman Group(web usability experts) – request executive summaries about Social Media and Email Marketing from Barbara O’Toole, [email protected] Or look for them at www.useit.com www.otoolemarketing.com Examples of HTML Email A talent agent in Dallas sends regular updates on new talent, press releases, and fashion events www.otoolemarketing.com An architect in Arlington sends a quarterly enews with info about his new projects and new laws and regulations related to his industry, and also sends updates to notify his list about upcoming workshops www.otoolemarketing.com This retailer sends a once-a-month newsletter typically with a coupon at the bottom. www.otoolemarketing.com Response section www.otoolemarketing.com Sign-Up A sign-up feature allows you to place a sign-up form on your website so that interested parties can request your regular press releases, updates, or newsletters In this case, we have customized the sign-up with 5 custom fields so that we can use a trigger campaign as an auto-reminder for those who have scheduled an interview with the DallasBookDiva. 1 2 3 4 Trigger Campaign 5 This campaign sends automatically two days before the interview date as reminder. custom fields www.otoolemarketing.com •Determine your strategy: 5 questions(and some answers!) to help you •Import your contacts* and segregate your audience •Launch your first email marketing campaign •Watch the results *contacts are easily imported from any program in Excel or CSV formats – contacts can also be added individually www.otoolemarketing.com