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Email marketing with. Why use Email Marketing? Many companies and clients wonder what benefits an external email service provider can offer them, and.

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Presentation on theme: "Email marketing with. Why use Email Marketing? Many companies and clients wonder what benefits an external email service provider can offer them, and."— Presentation transcript:

1 marketing with

2 Why use Marketing? Many companies and clients wonder what benefits an external service provider can offer them, and whether they could just do it in- house themselves. In this presentation I will cover the major benefits of using an marketing tool to send and manage campaigns. I will give a quick overview of what it is, demo how easy the tool is to use, and show you what it will tell you about your customers and their behaviours. Anyone who wants a free trial of this software should talk to me after the presentation…

3 Who can I send to? Guidelines for permission based marketing Why do I need permission? Sending people unsolicited , commercial or otherwise, is against the law in many countries worldwide. Besides that, wouldn't you rather be talking to people who you know are interested in what you have to say? People who have specifically signed up through your website For example, by ticking a checkbox (not checked by default) on your signup or sales form People who completed offline forms & indicated they wanted to be edEg: By filling in a competition or survey form where they specifically agree to receive People who gave you their business card and asked to receive If someone gives you their business card and you have also explained to them that you will be in touch by , you can contact them. They purchased something off you in the last 2 years By making a purchase from you they have provided their permission implicitly, although it is much better to explicitly ask them. Anybody that is not covered by the previous list ! Here are some examples: Lists or addresses received from a third party Includes any list you bought or rented, got from a partner or membership organization. No matter the claims of the source of this list, you cannot send to them. Addresses you collected or "copy & pasted" from the Internet Even if they look like ideal customers for you, you can't someone just because you found their address. Addresses you haven't ed in the last 2 years Permission doesn't age well. Even if you got their permission legitimately, they won't remember giving it to you. If you haven't sent something to that address in the last 2 years, you can't start now.

4 Identify Yourself – properly! -Make sure that you use a consistent address -Make sure that the name is correct. Use a personal name or your business name – you decide -Make sure that your name appears at the top of the message – in PLAIN TEXT not just a logo -Get yourself a Gravatar (www.gravatar.com) -Ask your readers to add you to their Whitelist / Safe list

5 Get the title right – The Four U’s When you’re writing your next subject line, run it through this checklist, based on the Four “U” Approach to headline writing: Useful: Is the promised message valuable to the reader? Ultra-specific: Does the reader know what’s being promised? Unique: Is the promised message compelling and remarkable? Urgent: Does the reader feel the need to read now?

6 Write for Skimmers Steve Krug’s words of wisdom for website usability in his book Don’t Make Me Think ring true for all elements of copywriting.Don’t Make Me Think "We don’t read pages. We scan them.” -Steve Krug Krug advocates for a billboard style of design to your web pages and s. This means using language, images, layout and colour to make your material stand out and shine. Prettying up mediocre content won’t make it any better. Does your best work look like it belongs in an encyclopedia? Unless you are Wikipedia, don’t look like Wikipedia.

7 Use Effective Headlines and Introductions Headlines organize your content by making a promise to the reader. The body of your content delivers on that promise. Using the “who-what-why” formula isn’t the only way to format your headlines, but it works. Another technique I like is to ask a question, e.g., “Have You Been Secretly Penalized by Google?” Don't be scared of headline formulas. Instead of "gimmicky," think of them as a framework for the promise you make. When I’m stuck for headline inspiration, I surf the fantastic resources over at Copyblogger.fantastic resources over at Copyblogger There are literally dozens of effective headline formulas out there, so you need never worry about repeating yourself.dozenseffectiveformulas

8 How to build your list Add a signup form to your website Add a signup to your signatures Collect Business cards Import your (active) customer database Give people a real reason to signup – enter a competition, receive a product discount, download a report or whitepaper Promote your sign-up form using your social media channels – Facebook, Twitter, LinkedIn and so on Always as your readers to “forward to a friend or colleague”

9 When to send your s Avoid the start and end of the day Mid-week is best (for most businesses) After Lunch is best (I send my s as close to 2pm as possible) Try different combinations and test the results using the reporting tools

10 Most Popular Clients used

11 A walkthrough of the product…

12 What does the reporting tell you? Easily measure the success of your campaigns If you know who opened your s, what they clicked on, who bounced and who unsubscribed, you can start to understand who your audience really is, and what they are interested in. For every campaign you send, effective [ ] automatically creates reports that are: - Easy to understand - Automatically updated - Simple to share with other people - Campaign Summary - Opens over time - Recipient activity - Link activity - Bounce summary - Compare campaigns

13 Campaign Snapshot See how your campaign has performed at a glance. Find out how many recipients opened your , clicked a link, unsubscribed, forwarded your to a friend and loads more.

14 Our simple “Opens Over Time” Report shows exactly who is checking out your , how many times they’re doing it, and when they did it. You can get an overview for the life of the campaign or drill down all the way to minute by minute detail. Opens Over Time

15 Our recipient activity report lets you get down to some serious detail on your campaign. Easily see who opened, who clicked, who bounced and who unsubscribed. You can even search for a specific subscriber to see exactly what they did with your . Recipient Activity

16 The Link Activity Report makes it very easy to see what your subscribers found most interesting, as well as who clicked and who did not. Link Activity

17 As well as automatically processing any bounced s for you, we also tell you exactly why that subscriber bounced out of your list. Maybe we got an out of office reply, or perhaps their mailbox was full - whatever the reason, they didn’t get your and we’ll tell you why. Bounce Activity

18 Easily compare any of your campaign with each other. Is your open rate improving? Are you seeing less bounces over time? Compare Campaigns

19 “credits” are in the region of 1p to 2p each, depending on volume. Some systems charge a “delivery fee” regardless of how many messages are sent. SPAM and Deliverability tests are usually an extra charge – in the region of approx £5 per test. The cost to design and setup your own template is anything between £50 and £350 Some systems provide a Pay-As-You-Go plan, some a Pay-Monthly, some both. Generally, marketing is a very cost effective method or marketing that will show you the ROI within the reporting. What does it Cost?

20 Useful Links: Marketing Products: Marketing Resources:


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