Transcript www.MaryBowling.com

Introduction to
Email Marketing
Mary Bowling
Twitter: @MaryBowling
Blog: www.MaryBowling.com
Google+: [email protected]
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What Is Email Marketing?
Communicating via email
with people who have
given you permission to
do so
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Email Marketing = Engagement
It’s more about engaging
with people and NOT
always about selling
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Why Use Email Marketing?
To stay in contact with
your current customers
and others who have
expressed interest in
your business
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Why Engage With Current Customers?
It costs about 6 times more
to gain a new customer
that it does to keep a
current customer
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Why Engage With Current Customers?
Current customers refer
new customers to you
along with their
recommendation
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Why Engage With Current Customers?
Repeat customers spend
more money with you
than new customers
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Why Use Email Marketing?
Email Marketing has the
best ROI (return on
investment) of all online
marketing methods!
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Why Use Email Marketing?
Direct mail marketing
costs 20 times more than
email marketing to get
the same response
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Why Use Email Marketing Software?
Easy to use
•Support and training
•Better, more consistent branding
•Better formatting, more visually
appealing
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Why Use Email Marketing Software?
Industrial strength features
and pros have your back
•Send more emails at once
•Get better delivery rates
•Stay off spam lists
•Get tracking metrics
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Why Use Email Marketing Software?
Easier list management
and compliance with
regulations
•Add subscribers
•Remove unsubscribers
•Deal with bounce backs
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Choosing Email Marketing Software
Some of your choices:
• Mail Chimp
• http://www.mailchimp.com/
• Constant Contact
• www.constantcontact.com/
• Vertical Response
• http://www.verticalresponse.com/
See More Choices and Reviews:
http://www.nextadvisor.com/email_marketing/compare.php
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Choosing Email Marketing Software
Cost vs needs:
• Free or Free Trial
• Try before you buy
• Pay As You Go
• Pay for what you need when you need it
• Monthly subscription
• (often less than $10/mo)
• List size
• More addresses costs more
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Choosing Email Marketing Software
Features to consider:
•
•
•
•
Free templates
Tutorials and training materials
Online Support
Mobile-friendly emails
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Mobile-Friendly Email Required!
42% of all emails are now
opened on a mobile device!
• Increased by 120% in past 18
months
• Increased by 138% in the 18
months before that
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Collecting Email Addresses
Set up online forms where
you can
Link to these forms from
other online places
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Collecting Email Addresses
Collect email addresses at
your place of business
Ask in person and over
the phone
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Collecting Email Addresses
Collect email addresses at
events where you are
speaking, networking,
exhibiting, etc
Get explicit permission to
email people
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Collecting Email Addresses
Consider offering
something of
value in
exchange for an
email address
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Email Address Magnets
Freebies
Coupons
Discount codes
Loyalty perks
E-books
Whitepapers
Useful Tools
Insider Tips
Statistics
Guides
How To’s
FAQs
Contest Entry
VIP Status
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Segment Your Email Lists
Segment lists into
meaningful groups
Have people self-segment
BUT don’t require too much
information
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Email Marketing vs Email Spam
The receiver decides what
is spam, not the sender
If it’s something they want
to see, it’s not spam
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Is Email Marketing Spam?
Don’t email market w/o
understanding its
permission-based nature
and the regulations that
govern it.
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Walk Before You Try to Run
Most email marketing
software is very
sophisticated.
Get the basics down first!
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What’s Next?
Start collecting addresses,
even if you’re not sure
what to do with them,
yet
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What’s Next?
If you already have a list,
start thinking about how
to leverage it to engage,
build relationships and
gain trust with current and
prospective customers.
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THANKS!
Mary Bowling
Twitter: @MaryBowling
Blog: www.MaryBowling.com
Google+: [email protected]
Class information:
http://www.marybowling.com/localsearch-optimization/local-searchclasses-at-planet-ocean/
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