Email Marketing - Internet Marketing Workshop May2009 HubSpot Worcester

1. Email Marketing
May 13, 2009

2. Agenda
• Email: Outbound Marketing at its Finest
• Building Your List
• Writing Your Messages

3. Doesn’t Email Marketing = Outbound?
• Permission Based Email = Lead Nurturing
• Email People That Want to Hear From You
• Re-engage: Bring Them Back to Your Site
• Educate. Invite. Don’t Sell

4. So, How Do You Build Your List?
• Collect email addresses at every customer or
prospect contact point:
• Customer service or support calls
• Invoices, brochures, customer surveys, feedback
forms
• Tradeshows or events
• And of course….
All of your Lead Generation Forms.

5. What Do You Need to Do Email Marketing?
• Email List Builder
• Build email database
• Newsletter & List Builder
Promotion Builder
Email
Build email database
• Create professional email communications
Newsletter & Promotion Builder
Create professional email communications
• Campaign Manager
Campaign Manager
Email delivery and formatting
Results reporting
• Email delivery and formatting
• Results reporting

6. Building Your Email Message
• Subject Line
• Message
• Call to ActionList Builder
Email
Build email database
Newsletter & Promotion Builder
Create professional email communications
Campaign Manager
Email delivery and formatting
Results reporting

7. Interpreting Your Results
• Low open rate? Low click-through rate?
subject line call to action
delivery day copy
delivery time offer
list overuse, age
or quality
High un-subscribe/opt-out rate?
over-communication
poor targeting

8. Tracking Results: Leads and Customers

9. Let’s Build an Email
• Go to: http://www.inboundmarketingworkshop.com/tools
• Click the Constant Contact Free Trial Link
• Create an Email –> Follow the Wizard
• Don’t Forget Your Call to Action!