1. Email marketing
Incorporating email into your marketing
for cost-effective, driven results

2. What it isn’t

3. What is it?
Text or HTML/graphic-based—we’ll be
talking mostly about HTML

4. What is it?

8. Why email marketing?
Targeted results and ROI
Increase sales with cross-promotion and up-and
cross-selling
Immediate and measurable tracking
Update and maintain prospect and client lists
Price
Direct marketing email rings in at about $0.10 per
contact—roughly one-fifth of the cost of direct mail

9. ROI

10. Why email marketing?
Improve brand awareness and preference
Deepen customer preference
Build word-of-mouth
Show the personality of your company with
personal touches, like a blog or Twitter feed
Create a two-sided relationship
Engage with an interactive presentation [Flash,
animation, audio]

11. How do you implement it?
Best to use an outsourced system
Tracking and reporting
Keep up with technology
Managed relationships with ISPs
Manage unsubscribes, bounces and subscribers
Get sound advice
Test, test, test!

15. Build a list
Ask for an email at every opportunity
Signup box on every page of web site
Give incentives—free white papers delivered online
Ask customers and prospects
Ask at speaking and networking events, trade
shows
Explain benefits
Double opt-in creates a cleaner list

16. Build a list
How are you asking?
No means no
Too much, too little?
Share your privacy policy
Do you have a privacy policy?
Ask for preferences in content, frequency
Let them know what they’re getting
Losing open rates? Ask again
Say “thank you”

17. How to write e-newsletters
What do they really want to read? Ask them!
Use humor
Share hot trends, important tips and valuable
offers—but don’t give it away for free
Archive and only let “members” read your
archives to create further value
Survey or interview your readers
Abide by CAN-SPAM laws

18. How to pawn writing off on others
Invite guest writers
Ask for readers to contribute
Get free articles from others
Hire a writer
Co-brand with another company—
carefully!

19. How to design it
Ask a pro :^)
Brand it!
Design well — headers, table of contents, color,
short sentences, lots of space
Design to the preview pane and disabled images
Be sure to connect to your web site’s various
pages, not just your home page [landing pages!]

20. Target smartly
What are your competitors doing?
Target by delivery time
Split you list up
Ready to buy, clients, prospects, dead leads, past clients
Customer interests
Customer’s place in sales cycle
When contract, service or product is ending or running out
When economic conditions change
Seasonally

21. Target smartly
When they’re unhappy
Create a series of emails
Create anticipation, response
Tie in with other communications
Blogging
Twitter, Facebook, LinkedIn
Offline marketing
Get readers “in” on the secret—use variable direct mail
to point users to offers

22. Measure—and pay attention to it
Learn the lingo
Really read your statistics and measure them over time
Average open rates for house lists are averaging 18%,
according to Epsilon; financial services witnessed 35.6% in Q2
2009.
What does that mean to you?
Open rates, bounces can be deceptive
What is getting through? Be creative
Mix in text emails, interactive forms in the email,
surveys

23. In the end
Get serious about email marketing to
realize its results
Even though email is a cheaper media,
invest time and money to get the best
results
Utilize experts who understand the
media

24. Thank you!
Any questions?
Sign up for a copy of this presentation
& our e-newsletter!
If you’d like to test out the email system, let me know!
Lisa Ghisolf > Gizmo Design, Inc.
www.gizmo-design.com
312.545.9235
info@gizmo-design.com