eMail Marketing : Best Practices

1. eMailMarketing: Best Practices

2. Why use Constant Contact? Opens and click-throughs Best practices Changing platforms Design with purpose CRM Next steps AGENDA

3. WHY USE AN eMAILMARKETING PROVIDER?

4. The most efficient way to reach our customers Reach large audience Quickly Low out-of-pocket Do it yourself WHY USE AN eMAIL MARKETING PROVIDER?

5. Comply with CAN-SPAM Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 WHY USE AN eMAIL MARKETING PROVIDER?

6. Measurable results Responses Trends Reports Benchmarks WHY USE AN eMAIL MARKETING PROVIDER?

7. OPENS & CLICK-THROUGHS

8. eMail Marketing. What is it good for? OPENS AWARENESS INTEREST CLICK-THROUGHS SALES OPENS AND CLICK-THROUGHS

9. How do we stack up? EventPlanners Kallman Worldwide 17% 17% 12% 10% 25% fewer 8% OPENS(#opened/#delivered) CLICK-THROUGHS(#clicked/#delivered) OPENS AND CLICK-THROUGHS

10. What does that mean? 13,000 pieces/month X 8% 1,040“interested” 17% X 12% 12% 1,560 “interested” 8% 520 extra/month CLICK-THROUGHS OPENS AND CLICK-THROUGHS

11. Soo…….how do we improve our open and click-through rates? Design Audience Timing Content OPENS AND CLICK-THROUGHS

12. CHANGINGPLATFORMS

13. Don’t picture everyone on a PC CHANGING PLATFORMS

14. How eMail has changed Jun 11 Aug 11 Oct 11 Dec 11 Feb 12 Apr 12 CHANGING PLATFORMS

15. Where is eMailreally being read? iPad9% Smartphone29% Webmail24% Desktop27% CHANGING PLATFORMS

17. Subject lines: What you think you look like CHANGING PLATFORMS: BEST PRACTICES

18. Subject lines: what you really look like Short (35 letters or less) Sender is mostimportant Killer first line CHANGING PLATFORMS: BEST PRACTICES

19. Open: what you think youlook like CHANGING PLATFORMS

20. Open: what you really look like iPhone iOS5 Blackberry Android CHANGING PLATFORMS

21. High security=no images Use ALT tags on graphics U.S. Pavilion/Farnborough Airshow logo Hawaii’s Oceanit representatives meet AIA President Marion Blakey at the Paris Air Show 2011 CHANGING PLATFORMS: BEST PRACTICES

22. Big thumbs, little screens!Put in enough space to make buttons easyto push CHANGING PLATFORMS: BEST PRACTICES

23. DESIGN WITH PURPOSE

24. Put the main message and CTA “above the fold” DESIGN WITH PURPOSE: BEST PRACTICES

25. It’s okay to be clear and simple DESIGN WITH PURPOSE: BEST PRACTICES

26. Act like they’ve already said “yes” “Please let us know your target industry/target geography you are looking to reach so that we can provide you more information based on your request.” DESIGN WITH PURPOSE: BEST PRACTICES

27. Use a P.S.—especially for familiar faces P.S. Sales for Adipec are moving faster than ever before. I’d love to get you into one of the last great spots. Contact me today at gilesh@kallman.com while we can still make it work. DESIGN WITH PURPOSE: BEST PRACTICES

28. A/B test graphics, subject lines, words, colors, layout, etc.. B A B A A B DESIGN WITH PURPOSE: BEST PRACTICES

29. THEY DON’T CALL IT“E-CRM” FOR NOTHING

30. Send different emails to different customers Same show: • Brand new lead • Dormant or competitor’s customer • Continuing exhibitor e-CRM: BEST PRACTICES

31. Next steps Analyze past emails based on lists, timing (related to show), subject lines, etc. Litmus.com CRM--MailChimp e-CRM: BEST PRACTICES

32. THANK YOU!