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Introduction to Email Marketing. Mary Bowling Twitter: @ MaryBowling Blog: www.MaryBowling.com Google+: MaryBBowling@gmail.com. Optimized! www.MaryBowling.com. www.LocalU.org. Optimized! www.MaryBowling.com. www.LocalU.org. Optimized! www.MaryBowling.com. www.LocalU.org.

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Presentation Transcript
slide1

Introduction to Email Marketing

Mary Bowling

Twitter: @MaryBowling

Blog: www.MaryBowling.com

Google+: MaryBBowling@gmail.com

Optimized!

www.MaryBowling.com

www.LocalU.org

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Optimized!

www.MaryBowling.com

www.LocalU.org

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Optimized!

www.MaryBowling.com

www.LocalU.org

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Optimized!

www.MaryBowling.com

www.LocalU.org

what is email marketing
What Is Email Marketing?
  • Communicating via email with people who have given you permission to do so

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www.MaryBowling.com

www.LocalU.org

email marketing engagement
Email Marketing = Engagement
  • It’s more about engaging with people and NOT always about selling

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www.LocalU.org

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Why Use Email Marketing?

  • To stay in contact with your current customers and others who have expressed interest in your business

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Why Engage With Current Customers?

It costs about 6 times more to gain a new customer that it does to keep a current customer

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Why Engage With Current Customers?

Current customers refer new customers to you along with their recommendation

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Why Engage With Current Customers?

Repeat customers spend more money with you than new customers

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Why Use Email Marketing?

  • Email Marketing has the best ROI (return on investment) of all online marketing methods!

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Why Use Email Marketing?

Direct mail marketing costs 20 times more than email marketing to get the same response

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Why Use Email Marketing Software?

  • Easy to use
    • Support and training
    • Better, more consistent branding
    • Better formatting, more visually appealing

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Why Use Email Marketing Software?

  • Industrial strength features and pros have your back
    • Send more emails at once
    • Get better delivery rates
    • Stay off spam lists
    • Get tracking metrics

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Why Use Email Marketing Software?

  • Easier list management and compliance with regulations
    • Add subscribers
    • Remove unsubscribers
    • Deal with bounce backs

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Choosing Email Marketing Software

  • Some of your choices:
    • Mail Chimp
      • http://www.mailchimp.com/
    • Constant Contact
      • www.constantcontact.com/
    • Vertical Response
      • http://www.verticalresponse.com/
  • See More Choices and Reviews: http://www.nextadvisor.com/email_marketing/compare.php

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Choosing Email Marketing Software

  • Cost vs needs:
    • Free or Free Trial
      • Try before you buy
    • Pay As You Go
      • Pay for what you need when you need it
    • Monthly subscription
      • (often less than $10/mo)
    • List size
      • More addresses costs more

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Choosing Email Marketing Software

  • Features to consider:
    • Free templates
    • Tutorials and training materials
    • Online Support
    • Mobile-friendly emails

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Mobile-Friendly Email Required!

  • 42% of all emails are now opened on a mobile device!
    • Increased by 120% in past 18 months
    • Increased by 138% in the 18 months before that

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Collecting Email Addresses

  • Set up online forms where you can
  • Link to these forms from other online places

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Collecting Email Addresses

  • Collect email addresses at your place of business
  • Ask in person and over the phone

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Collecting Email Addresses

  • Collect email addresses at events where you are speaking, networking, exhibiting, etc
  • Get explicit permission to email people

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Collecting Email Addresses

  • Consider offering something of value in exchange for an email address

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Email Address Magnets

Freebies

Coupons

Discount codes

Loyalty perks

E-books

Whitepapers

Useful Tools

Insider Tips

Statistics

Guides

How To’s

FAQs

Contest Entry

VIP Status

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Segment Your Email Lists

Segment lists into meaningful groups

Have people self-segment

BUT don’t require too much information

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Email Marketing vs Email Spam

The receiver decides what is spam, not the sender

If it’s something they want to see, it’s not spam

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Is Email Marketing Spam?

  • Don’t email market w/o understanding its permission-based nature and the regulations that govern it.

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Walk Before You Try to Run

  • Most email marketing software is very sophisticated.
  • Get the basics down first!

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What’s Next?

  • Start collecting addresses, even if you’re not sure what to do with them, yet

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What’s Next?

  • If you already have a list, start thinking about how to leverage it to engage, build relationships and gain trust with current and prospective customers.

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www.LocalU.org

thanks
THANKS!
  • Mary Bowling
  • Twitter: @MaryBowling
  • Blog: www.MaryBowling.com
  • Google+: MaryBBowling@gmail.com
  • Class information:
  • http://www.marybowling.com/local-search-optimization/local-search-classes-at-planet-ocean/

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www.MaryBowling.com

www.LocalU.org