email marketing 101
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Email-Marketing
A key component to your web strategy
Web StrategyDoes everyone have a web strategy?
Does everyone execute?
Email-MarketingA key component to your web strategy
Steve Smith, Co-founder and VP Sales at CakeMail
Does the Internet matter?According to a recent survey by Pew Internet...
58% of adults said they use the Internet as first choice (at home, at work or some other place) to find information about a product or service
90% of all Internet users rate using a search engine as their most common practice while online
Of this 90% of Internet users, 80% ranked researching a product or service online as their first reason for using a search engine (followed by check weather & get news)
82% of all online users use the internet to research a product or service before purchasing
Typical Business Mission
Get customers, keep customers and grow
Typical Business AlgorithmLead Generation
Sales Process
Customer Retention (Churn)
Up-selling, Reinforcement, Referrals
Algorithm Optimization ToolsINBOUND: Affiliate programs, banner ads, Adwords, key words, PPC, blog, PR, RSS, SEO, analytics
OUTBOUND: Social Media, Email marketing and email automation
**Email allows you to be outbound proactive, focus your E-marketing strategy on your target market audience and easily measure results
Where Tools Are Used
Typical Business AlgorithmLead Generation
Sales Process
Customer Retention (Churn)
Up-selling, Reinforcement, Referrals
Email Automation OptimizesLead Generation (lead capture, response, viral campaigns, offers)
Sales Process (drip campaigns, triggers based on action)
Customer Retention (product updates, training, billing)
Up-selling (add-on notices, referral programs)
How it works
CakeMail – In ActionList building & management
Segmentation
Campaign creation (With A/B split testing)
Reporting
Email automation based on action
Key Real World Take-awaysPersonal email vs. Generic
A/B split testing
Test!
Monitor results over time
A Personal From NameGenerally perform better than “company name”
Example
YPG – 17% increased open rate with “RepName”
Exception
Montréal Canadiens – 37% open rate
Use A/B Split TestingChanging Subject line to Include “With YPG”
Tested two random splits of 20% of database
Higher click-thru rate & 3x click-through conversions
Test – Test - TestTypically 70% your list is 3 or 4 domains
Issues:
Spam Assassin check my not be conclusive Manual testing to specific ISP’s is time consuming
Litmus Test: A 98% accurate result in a matter of minutes
StatisticsCampaign Results are not enough – List & Segment results are just as important
Individual results DO NOT stand alone - Report over time, not per mailing
Cool Things About EmailEffective
Cheap
Fast
Popular
Measurable
Questions
Additional Notes
Top Industry Users• Social Media
• Merchants, retailers or restaurants
• Household tips/recipes/crafts
• Humor
• Travel
• Entertainment
• News & Weather
• Finance/stock information
• Sports
Why They Use Email
• Brand awareness
• Acquire leads/ registrants/ customers/ clients
• Customer retention & management
• Company or product updates & training
• Up-selling to existing customers/clients
• Post-order follow-up
How They Use Email
• Sales Promotions
• Transaction & account status confirmations
• Referrals (viral marketing)
• Corporate newsletters
• Time-based reminders
• Rewards programs
• Product updates
Some Great Resourceshttp://www.cakemail.com …Of course
Here are some other good ones:
http://www.email-marketing-reports.comhttp://wiki.emailmarketersclub.comhttp://www.emailmanual.co.ukhttp://www.emailstatcenter.comhttp://www.beautiful-email-newsletters.comhttp://www.emarketer.com/Welcome.aspxhttp://en.wikipedia.org/wiki/E-mail_spam_legislation_by_countryhttp://www.karelia.com/mac_indie_marketing/comparison-bulk-email-marketing.html