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Getting Started With Email Marketing Learn How to… Build and manage your email list Use permission-based email marketing best practices Avoid common email marketing mistakes Create an effective email campaign Measure, and improve campaign results

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getting started with email marketing

Getting Started With Email Marketing

Jeffrey Alexander Brathwaite Broadcast Email Expert

learn how to
Learn How to…
  • Build and manage your email list
  • Use permission-based email marketing best practices
  • Avoid common email marketing mistakes
  • Create an effective email campaign
  • Measure, and improve campaign results

And, see real examples of how others have put email marketing to work for their businesses.

Jeffrey Alexander Brathwaite Broadcast Email Expert

building and managing your list

Guest Book

Building and Managing Your List
  • Collect email addresses and permission at every customer contact point:
    • Website
    • Guest book
    • Customer service, sales or support calls
    • Invoices, brochures, customer surveysand feedback forms
    • Tradeshows or events

Jeffrey Alexander Brathwaite Broadcast Email Expert

gathering customer interests
Gathering Customer Interests

You add your own logo and message to subscribers.

  • Use data to send your customers only what they want
  • Learn about your customers’ interests
  • Collect names to personalize emails

You determine your own interest categories and other data required.

Jeffrey Alexander Brathwaite Broadcast Email Expert

obtaining permission
Obtaining Permission
  • Types of permission
    • Opt-in (explicit)
    • Purchase (implicit)
    • Learn more about permission
  • Spam or UCE
  • Opt-in Rental Lists
    • Cost 15 cents - 40 cents per name
    • Buyer beware – permission is not for sale!

Jeffrey Alexander Brathwaite Broadcast Email Expert

how to email responsibly
How to Email Responsibly
  • Remind recipients why they are receiving an email from you
  • Include unsubscribe or opt-out link
  • Allow subscribers to change their preferences
  • Post your privacy policy
  • Handle unsubscribes
  • Monitor your email frequency
  • CAN-SPAM Act

Jeffrey Alexander Brathwaite Broadcast Email Expert

types of campaigns
Types of Campaigns
  • Newsletters
  • Customer letters
  • Promotions
  • Service announcements
  • New product announcements
  • Seasonal or holiday promotions
  • Coupons
  • Holiday greetings
  • Invitations

Jeffrey Alexander Brathwaite Broadcast Email Expert

example timesharevalues newsletter
Example: TimeShareValuesNewsletter
  • Educate and inform
  • Position yourself asan expert
  • Build relationships and loyalty
  • Begin a two-way conversation
  • Encourage word-of-mouth referrals

Jeffrey Alexander Brathwaite Broadcast Email Expert

newsletter content ideas
Newsletter Content Ideas
  • Articles
  • Relevant news and events
  • Your own commentary
  • Case studies, testimonials or examples
  • "How-to" articles
  • Material from clients, vendors or readers
  • Frequently asked questions and answers
  • Readers’ Poll

Jeffrey Alexander Brathwaite Broadcast Email Expert

example hats com product promotion
Example: Hats.comProduct Promotion
  • Increase sales, appointments and/or traffic
  • Introduce new products or sales
  • Promote your brand

Jeffrey Alexander Brathwaite Broadcast Email Expert

example hyperformix company update
Example: HyPerformixCompany Update
  • Inform and promote
  • Introduce new services
  • Stay in front of customers

Jeffrey Alexander Brathwaite Broadcast Email Expert

example chefpaul com holiday promotion
Example: Chefpaul.comHoliday Promotion
  • Capture customer mind share in shopping seasons
  • Announce sales
  • Remind customers of upcoming occasions
  • Bring customers back

Jeffrey Alexander Brathwaite Broadcast Email Expert

creating your campaign
Creating Your Campaign
  • First, set your goals
    • How will you measure success?
      • Purchase
      • Return site visit
      • Request for information
      • Appointments, etc.

Jeffrey Alexander Brathwaite Broadcast Email Expert

the from line
The “From:” Line
  • Use a name the recipient will recognize
      • List your company name either in the prefix (the part before the "@") or the or the domain name.
  • Keep it short
  • Be consistent

60% of consumers say the

"from" line most often

determines whether they

open an email or delete it.

Source: DoubleClick

Jeffrey Alexander Brathwaite Broadcast Email Expert

the subject line
The “Subject:” Line
  • Keep it short and simple
    • You have 3 seconds or less
    • 30-40 characters including spaces (5-8 words)
  • Incorporate a specific benefit
  • Include your brand
  • Capitalize and punctuate carefully
  • Test!

Jeffrey Alexander Brathwaite Broadcast Email Expert

email content copy
Email Content & Copy
  • Know your target audience
  • Be clear and concise – less is more
  • Use appropriate graphics
  • Use white space effectively
  • Proofread
  • Capitalize and punctuate carefully

Jeffrey Alexander Brathwaite Broadcast Email Expert

the call to action

Call-to-action links

The Call-to-Action!
  • Use more than one
  • Link appropriately
  • Make them:
    • Clear
    • Easy
    • Low or no obligation
  • Offer an incentive or reward for action

Jeffrey Alexander Brathwaite Broadcast Email Expert

a sense of urgency
A Sense of Urgency
  • Limited time offers
  • Limited quantity offers
  • Added bonus

Subject line: 48 hour sale up to 30% off!

Jeffrey Alexander Brathwaite Broadcast Email Expert

things to avoid
Things to Avoid
  • The words: free, guarantee, spam, credit card, sex etc.
    • Try fr*ee, sp^am, etc. instead
  • ALL CAPITAL LETTERS
  • Excessive punctuation !!!, ???
  • Excessive use of “click here”
  • $$, and other symbols
  • No “From:” address
  • Misleading subject lines

Example: Typical spam “From” and “Subject” lines

Jeffrey Alexander Brathwaite Broadcast Email Expert

delivery guidelines
Delivery Guidelines
  • Day of Week
  • Time of Day
  • Test!

Day

Time

Open %

Tuesday or Wednesday

11:00 AM -12:30 PM

50 - 62%

Thursday

3:30 PM

34 - 44%

Friday

9:30 AM

18%

Jeffrey Alexander Brathwaite Broadcast Email Expert

evaluating your results
Evaluating Your Results
  • Sent
  • Bounced
  • Opened
  • Click-through (CTR)
  • New subscribers
  • Opt-outs

Jeffrey Alexander Brathwaite Broadcast Email Expert

interpreting your results
Interpreting Your Results
  • Low open rate?
  • Subject line
  • Delivery day
  • Delivery time
  • List overuse, age or quality
  • Low click-through rate?
  • Call-to-action
  • Copy
  • Offer
  • High un-subscribe/opt-out rate?
  • Over-communication
  • Poor targeting

Jeffrey Alexander Brathwaite Broadcast Email Expert

constant contact resources
Constant Contact Resources
  • Related Books
  • Glossary of Terms
  • Industry Resources
  • Industry Statistics
  • Email Marketing 101™ On-Demand Webinar SeriesA FREE On-Demand Presentation from Constant Contact! A 22-minute flash presentation educating you on the fundamentals of email marketing.

Jeffrey Alexander Brathwaite Broadcast Email Expert

thank you
Thank You!

Questions?

Jeffrey Alexander [email protected]mwww.broadcastemailexpert.comwww.proemailaddress.com

Jeffrey Alexander Brathwaite Broadcast Email Expert

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