Email Marketing

November 20, 2014

The purpose of this meeting is to inform and introduce

technology to Chamber members, not necessarily to give a complete education on the topics discussed.

Some of the technologies discussed are quite often available through Chamber member companies, including several of the volunteers in the subcommittee. Other topics are presented as classes by the Chambers.

If you would like to discuss any of these topics more in-depth, please contact one of the subcommittee members after the meeting and we’ll get you in touch with the best contact for your interest.

Mission

Sub-Committee

Chamber Member Companies working together to bring you the information on the technological topics that interest you and can benefit your business!

Co-Chairman

Ken Tucker, Changescape Web

Mark Peimann, EPC Computers

Andy Kastrup, ProTronics Technologies, Inc.

Art & Candy Zemon, Hen’s Teeth Network

Beth Richter, ProTronics Technologies, Inc.

Don & David Weir, Managed Computer Services

Paul Barthel, Minuteman Press

Randy Downs, Independent Consultant

“Like” our Facebook Event & Page facebook.com/STCCTechComm

Email Marketing

Presented by: Ken Tucker

November 2014

Target the right audience at the right time

with the right message

Why Do Email Marketing?

Email marketing is a powerful channel for

driving real business results and achieving

measurable ROI

Email marketing is better at driving sales

than social media (typically) but falls a

distant second to search (but can be

cheaper to attain).

Email Marketing Solutions

• Credible email marketing solutions: • Constant Contact – constantcontact.com

• Mailchimp – mailchimp.com

• AWeber – aweber.com

• iContact – icontact.com

• Emma – myemma.com

• MarketVolt – marketvolt.com

• Infusionsoft – Infusionsoft.com

• Others include My Newsletter Builder, YMLP

Improving Deliverability

• Delivery rate = % of emails delivered vs. the total

number of messages sent

• Email bounces – 8% or higher is an issue

• Soft (temporary, rejected by email server)

• Hard (permanent, bad email or doesn’t exist)

• Low Delivery rates may get you blocked by ISPs

• Solutions

• Clean up email addresses (done automatically in

email marketing solution)

• Double Opt-in process

• Allow subscribers to manage preferences

• Metrics in Email Marketing Solutions

Spam

• Spam costs nearly $20B annually

• Spam is still prevalent because:

• It’s easy: Buy a list and import it

• It’s cheap: compared to other types of marketing

• You don’t need to know your customer

• But Spam hurts your marketing efforts

• Straight to the junk folder

• Turn off customers

• Marketing emails account for 70% of spam complaints

Grow and Retain Subscribers

• Best to Earn your subscribers

• Explain why --- what they get out of

subscribing: offer tips and tools, product

updates, special offers

• NEVER purchase lists: high potential for

spam complaints, unsubscribes, and

bounces – impacts delivery

• Send emails to targeted segments increases

retention

• 80% of marketers send the same content to all

email contacts. (Source: Experian)

• Most email marketers send one-time email blasts

6 Types of Marketing Emails

• Email Newsletters

• Digests

• Dedicated Email

• Lead Nurturing

• Sponsorship Emails

• Transactional Emails

Email Newsletters

• Goal of Email newsletter

• Frequency and deliver times

• Creates anticipation – habit of receiving it

• Repurposed content (e.g. blog post summaries and links

to the full article)

• Diverse content – blog post, new offer, upcoming events,

announcements, discounts, links to surveys, …

• Great for marketing to prospects, lead nurturing, retaining

customers, and gaining valuable insights

• GSTCCC Newsletter

Digests

• Similar to newsletters, but focus only summaries

of existing information from a specific timeframe

• Easy to consume – generally lists and links with

short descriptions on what they reader can

expect

• Place a call to action near the top

• Can be sent to different target audiences (e.g.

blog categories to a specific audience)

• O’Fallon Monday Memo

Dedicated Email • Also known as stand-alone emails

• Contain information about only ONE offer

• New Whitepaper or Event Invitation

• Introduce a strong Call to Action

• Best to send to a segmented list

• Easy to design and build

• Don’t need many graphics

• Tweak content from a landing page

• Easy to measure and track ROI

• If a second call to action, use a P.S. at the end…

Dedicated Email

Lead Nurturing • Using email as a part of an integrated strategy

• Needs to fit the sales cycle --- need a reason to join

• Timely emails based on a new lead (time decay

factor)

• Automated series on a regular schedule as new

leads come in – targeted and segmented – goal to

convert

• Create emails and content up front, one time

investment to continue to drive visits and leads

• Also know as: marketing automation, drip

marketing, auto-responders

• Set up and then it’s marketing on auto-pilot!

• High return on a low investment

Lead Nurturing

Sponsorship and Transactional

• Sponsorship emails are a paid media strategy –

pay for your email copy to be included in another

vendor’s newsletter.

• Sponsorship emails are highly targeted and have an

exact ROI

• Transactional emails are triggered by specific

actions your contacts have taken

• Webinar sign up or email double opt-in are examples

• While these get high click though rates, they also can

create an obstacle (another action required)

Critical Elements

of an Email Piece

Subject Line

• Break through the noise of all the other emails

• Address your audience’s needs

• Use actionable language – action verbs to instill

urgency and excitement

• Tell the reader exactly what they will get when

they open the email

• Keep email subject lines to 50 characters or less

• Avoid SPAM triggers – see a list of spam trigger

words

Unsubscribe Link

• Mandatory element in your email template

• Without Unsubscribe, violates CAN-SPAM

• Make it easy and obvious to Unsubscribe

• Opt-outs don’t hurt email delivery, but being

marked as spam will

• Less than 4 out of 1000 marking as spam is the

max to ensure strong email delivery

Putting Together Your 1st Email

• Writing email copy

• Laying out your email

• Deciding on an image, headline and Subject line

for your email

• Selecting the segment (part of your list) that will

receive your email

• Copy editing your email, testing links and

sending a test email

• Sending out your email campaign

Thank You!

Presented by: Ken Tucker

November 2014

ken@changescapeweb.com

www.changescapeweb.com

www.changescapeweb.com/blog

www.twitter.com/changescape

www.facebook.com/changescape

www.gplus.to/changescape

www.linkedin.com/in/kentuckerweb

www.gplus.to/kentucker

636-947-6200

Please Subscribe to the Marketing and Small Business Blog at

http://www.changescapeweb.com/blog-subscribe/

Email Marketing

Presented by: Art Zemon

November 2014

Art Zemon President, Hen's Teeth Network

Inbound Marketing & Website Services

866-HENS-NET or 636-447-3030 x200

www.hens-teeth.net

art@hens-teeth.net

Questions?

Ask a Techie

Nov 20

Presented by:

Please fill out your survey & drop it in the box before you leave

Art Zemon

Mark Peimann

Ken Tucker

Andy Kastrup

Beth Richter

Paul Barthel Randy Downs Independent

Consultant

Don & David Weir

Email Marketing

In coordination with:

Upcoming Events

No TechComm Next Month

Have a safe & happy holiday season!