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Email marketing
Incorporating email into your marketing
        for cost-effective, driven results
What it isn’t
What is it?




Text or HTML/graphic-based—we’ll be
talking mostly about HTML
What is it?
Email marketing: Incorporating email into your marketing for cost-effective, driven results
Email marketing: Incorporating email into your marketing for cost-effective, driven results
Email marketing: Incorporating email into your marketing for cost-effective, driven results
Why email marketing?

Targeted results and ROI
   Increase sales with cross-promotion and up-and
   cross-selling
   Immediate and measurable tracking
   Update and maintain prospect and client lists
   Price
   Direct marketing email rings in at about $0.10 per
   contact—roughly one-fifth of the cost of direct mail
ROI
Why email marketing?

Improve brand awareness and preference
Deepen customer preference
Build word-of-mouth
Show the personality of your company with
personal touches, like a blog or Twitter feed
Create a two-sided relationship
Engage with an interactive presentation [Flash,
animation, audio]
How do you implement it?

Best to use an outsourced system
   Tracking and reporting
   Keep up with technology
   Managed relationships with ISPs
   Manage unsubscribes, bounces and subscribers
   Get sound advice
   Test, test, test!
Email marketing: Incorporating email into your marketing for cost-effective, driven results
Email marketing: Incorporating email into your marketing for cost-effective, driven results
Email marketing: Incorporating email into your marketing for cost-effective, driven results
Build a list

Ask for an email at every opportunity
   Signup box on every page of web site
   Give incentives—free white papers delivered online
   Ask customers and prospects
   Ask at speaking and networking events, trade
   shows
   Explain benefits
   Double opt-in creates a cleaner list
Build a list
How are you asking?
   No means no
   Too much, too little?
   Share your privacy policy
       Do you have a privacy policy?
   Ask for preferences in content, frequency
   Let them know what they’re getting
   Losing open rates? Ask again
   Say “thank you”
How to write e-newsletters

What do they really want to read? Ask them!
Use humor
Share hot trends, important tips and valuable
offers—but don’t give it away for free
Archive and only let “members” read your
archives to create further value
Survey or interview your readers
Abide by CAN-SPAM laws
How to pawn writing off on others

  Invite guest writers
  Ask for readers to contribute
  Get free articles from others
  Hire a writer
  Co-brand with another company—
  carefully!
How to design it

Ask a pro :^)
Brand it!
Design well — headers, table of contents, color,
short sentences, lots of space
Design to the preview pane and disabled images
Be sure to connect to your web site’s various
pages, not just your home page [landing pages!]
Target smartly
What are your competitors doing?
Target by delivery time
Split you list up
    Ready to buy, clients, prospects, dead leads, past clients
    Customer interests
    Customer’s place in sales cycle
         When contract, service or product is ending or running out
         When economic conditions change
         Seasonally
Target smartly

When they’re unhappy
   Create a series of emails
Create anticipation, response
Tie in with other communications
       Blogging
       Twitter, Facebook, LinkedIn
Offline marketing
   Get readers “in” on the secret—use variable direct mail
   to point users to offers
Measure—and pay attention to it

  Learn the lingo
  Really read your statistics and measure them over time
      Average open rates for house lists are averaging 18%,
      according to Epsilon; financial services witnessed 35.6% in Q2
      2009.
          What does that mean to you?
          Open rates, bounces can be deceptive
          What is getting through? Be creative
              Mix in text emails, interactive forms in the email,
              surveys
In the end

Get serious about email marketing to
realize its results
Even though email is a cheaper media,
invest time and money to get the best
results
Utilize experts who understand the
media
Thank you!

Any questions?
Sign up for a copy of this presentation
& our e-newsletter!
If you’d like to test out the email system, let me know!

Lisa Ghisolf > Gizmo Design, Inc.
www.gizmo-design.com
312.545.9235
info@gizmo-design.com

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Email marketing: Incorporating email into your marketing for cost-effective, driven results

  • 1. Email marketing Incorporating email into your marketing for cost-effective, driven results
  • 3. What is it? Text or HTML/graphic-based—we’ll be talking mostly about HTML
  • 8. Why email marketing? Targeted results and ROI Increase sales with cross-promotion and up-and cross-selling Immediate and measurable tracking Update and maintain prospect and client lists Price Direct marketing email rings in at about $0.10 per contact—roughly one-fifth of the cost of direct mail
  • 9. ROI
  • 10. Why email marketing? Improve brand awareness and preference Deepen customer preference Build word-of-mouth Show the personality of your company with personal touches, like a blog or Twitter feed Create a two-sided relationship Engage with an interactive presentation [Flash, animation, audio]
  • 11. How do you implement it? Best to use an outsourced system Tracking and reporting Keep up with technology Managed relationships with ISPs Manage unsubscribes, bounces and subscribers Get sound advice Test, test, test!
  • 15. Build a list Ask for an email at every opportunity Signup box on every page of web site Give incentives—free white papers delivered online Ask customers and prospects Ask at speaking and networking events, trade shows Explain benefits Double opt-in creates a cleaner list
  • 16. Build a list How are you asking? No means no Too much, too little? Share your privacy policy Do you have a privacy policy? Ask for preferences in content, frequency Let them know what they’re getting Losing open rates? Ask again Say “thank you”
  • 17. How to write e-newsletters What do they really want to read? Ask them! Use humor Share hot trends, important tips and valuable offers—but don’t give it away for free Archive and only let “members” read your archives to create further value Survey or interview your readers Abide by CAN-SPAM laws
  • 18. How to pawn writing off on others Invite guest writers Ask for readers to contribute Get free articles from others Hire a writer Co-brand with another company— carefully!
  • 19. How to design it Ask a pro :^) Brand it! Design well — headers, table of contents, color, short sentences, lots of space Design to the preview pane and disabled images Be sure to connect to your web site’s various pages, not just your home page [landing pages!]
  • 20. Target smartly What are your competitors doing? Target by delivery time Split you list up Ready to buy, clients, prospects, dead leads, past clients Customer interests Customer’s place in sales cycle When contract, service or product is ending or running out When economic conditions change Seasonally
  • 21. Target smartly When they’re unhappy Create a series of emails Create anticipation, response Tie in with other communications Blogging Twitter, Facebook, LinkedIn Offline marketing Get readers “in” on the secret—use variable direct mail to point users to offers
  • 22. Measure—and pay attention to it Learn the lingo Really read your statistics and measure them over time Average open rates for house lists are averaging 18%, according to Epsilon; financial services witnessed 35.6% in Q2 2009. What does that mean to you? Open rates, bounces can be deceptive What is getting through? Be creative Mix in text emails, interactive forms in the email, surveys
  • 23. In the end Get serious about email marketing to realize its results Even though email is a cheaper media, invest time and money to get the best results Utilize experts who understand the media
  • 24. Thank you! Any questions? Sign up for a copy of this presentation & our e-newsletter! If you’d like to test out the email system, let me know! Lisa Ghisolf > Gizmo Design, Inc. www.gizmo-design.com 312.545.9235 info@gizmo-design.com