email marketing basics

2009

AskPatty.com, Inc. Certified Female Friendly®

Presenter : Kim Walker, In Your Corner Marketing

“Maximizing Your Ask Patty Certification in Email

Marketing”

Slide #2© 2008 AskPatty

Why Email Marketing?

CONNECT: To build relationships through effective communication. It takes an average of 7 touches to convert to a sale. Do you want to do that through newspaper/magazine ads, radio or effective email? It costs 6-7 times more to gain than to retain.

INFORM: Those buying into your message. Develop lists based on reader preferences, choose an effective email format/content and deciding what day/time to send your email.

GROW: Your business through thoughtful marketing and analysis/follow-up. Track and improve deliverability, increase opens, clicks and forwards as well as reducing unsubscribe requests. Maintaining/growing your list.



Because almost everyone your business needs to reach reads it:

•91% of Internet users between the ages of 18 and 64 send or read email•An even higher number of users ages 65 or older do the same•147 million people across the country use email, most use it every day

Source: eMarketer



It’s cost-effective: Direct mail vs Email

•For the same response, direct mail costs 20 TIMES as much as email•Email ROI is the highest when compared to other Internet marketing mediums.•Email works. Every $ spent on email marketing in 2007, marketers received an estimated $48.29 ROI (Direct Marketing Association 2007)

There’s Gotta Be a Catch, Right?RIGHT!



The catch? Permission!

“It’s always better to ask forgiveness than permission.” = WRONG!

To succeed in Email Marketing you must do it the right way. The right way is to always ask permission, keep a clean “integrity based” email list and don’t email your list too often!

To maintain positive perceptions about your business, not negative ones, you should practice email marketing NOT spam marketing.

Consumers define Spam!


Why Use an Email Service Provider?

Standard Email Programs:

•Limit # of emails sent at once•No formatting control•List break up more susceptible to filters•No cohesive branding•No tracking/reporting of results

Email Service Providers:

•Provide easy-to-use templates•Reinforce brand identity•Email addressed to recipient only•Manage lists (new subscribers, handling bounces, removing)•Improves deliverability, tracks results, obeys laws


What can you do with email marketing?

• Car Care Articles relating to vehicle, season, special products/services• Showcase trainings/certifications• Introduce new hires, staff promotions• Invite to events (car care clinics, Girl Scouts Car Care Badge Clinics, blood drives, etc)• “Friends in Business” Referrals• Testimonials• Coupons/specials• Make an appointment links• Find us..on Facebook, Twitter, Our website, etc• Birthday/anniversary cards• Thanksgiving cards (I don’t suggest Christmas)


Ask Patty Placement in Emails

Your Ask Patty Certification

•Should be prominently, proudly displayed in all of your marketing materials but especially your emails

•Logo/links to the Ask Patty site adds credibility/increases loyalty

•Place a “forward to a friend” link in the box of your Ask Patty designation. This encourages the “Raving Fan” in your clients to share your status with their friends.

•Use articles from the Ask Patty site within your newsletter – it gives you another chance to brag on your certification and educate your readers


How can I help you?

1. Email account setup (Constant Contact)

2. Customize Constant Contact account sign-up form, welcome email

3. Email marketing plan consultation

4. Email template selection

5. Email template customization/branding

6. Content development

7. Strategies for developing permission based email list

8. Strategies for increasing open & click-through rates

9. Clean-up of email list

10. Reporting analysisInitial Set-up $350, Monthly

$249(Pricing does NOT include monthly Constant Contact subscription)


Connect With Me!

Facebook (become a fan!):

facebook.com/inyourcorner

Twitter (follow me!): twitter.com/kimmikay

Linked In: linkedin.com/in/kimmik

Website:www.inyourcornermarketing.com

Modern:[email protected]

Dinosaur: 919-602-6942


Questions ??

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