E-mail Marketing Strategies Workshop for Savoy Sharm El-Sheikh Group Social Media, Entrepreneurs, Startup, Twitter, Flickr, LinkedIn, Slideshare, Facebook, Startups, Interact, Interact Egypt, Egypt, Interactspa, Fady, Fady Ramzy, Cyberzizo, Business, online, online business, Technology, Marketing, Social, Media, Social Media Marketing, Middle East, Social Networking, Social Media

1. E-mail Marketing
Mariam Makram
Interact Egypt
E-Marketing & Business Executive
MariamMakramLab
Mariam Makram
Cairo, March 15th

2. Who on Earth this is?
Mariam Makram

3. Why E-mail
MKTG??

4. Expected Fruits?
1. Global reach
2. Lower cost (M&T)
3. Interactive
4. Highly personalized
5. Round the clock marketing
6. Measurable results
7. Targeted marketing
8. Opt-in or unsubscribe options
9. Faster response
10. Simplest
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5. So What?!
 Increase Sales Conversion
 Generate Repeat Sales
 Cross Sell and Up Sell
 Increase your offline sales
 Gain honest, valuable feedback
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6. Main Ingredients
of your
campaigns!

7. I just want u 2 master E-mail MKTG.
So, we’ll go through
1. Audience
2. Goals
3. Content
4. Types
5. Call for Action
6. Outcome Evaluation
7. Tips
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E-mail Marketing

8. 1. Do you know your Target
Audience!?
- Your Database
- Collect more than just the email address
• Name (first name should be a separate field)
• interests, demographics, info that you plan to use in the future
• -Finding leads?? (Google, LinkedIn, ..)
-Introduce yourself. Be personal and informal.
-Careful! Ask a question first.
- In-house lists typically perform much better than purchased or rented lists
- Target who’s most relevant, most profitable, or most likely to respond
- Prospects, customers, advocates, partners, potential distributors, journalists, member
lists, associations, clubs, etc.
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9. 2. Goals
- Newsletters
- Regularly scheduled messages that deliver timely and interesting news,
tips, and other informational tidbits
- Promotional messages
- Inform recipients about special offers
- Discussion forum posts
- Soft-sell marketing strategy for becoming an accepted and trusted
member of your target audience’s online community
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10. 3. What is the Content??
-From
-Subject
- First few lines are key (WIIFM)
- Body:
-Develop a voice and unique personality.
-Relate to their problem
-The ‘gift of education’
-Be honest. Full disclosure
-No hidden advertorials = Avoid ‘chest
pounding’ and promotions
-People trust people, not marketing speak
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11. 4. Types??
-Newsletter, Promotions, Reminders,
Invitations
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12. 5. Your campaign call 4 action
=experiment=test tube
- Track response rates of each test by making call-to-action URLs & e-mail
addresses unique for each test group
- Special attention should be given to the frequency
- don't allow recipient burnout, particularly with a regular mailing such as
an e-mail newsletter
- Test and refine, test and refine, try and error golden rule no matter how
many your mistakes are, the point is not to repeat them again.
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13. 6. Outcome
Evaluation!

14. What proves the success of your campaigns?
- Number of subscribers? ??????
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15. Nooooooooooooooooooo!!!
- Subscribers can be:
- Opt-out: recipient didn’t have the opportunity to avoid receiving your
first email, only to avoid receiving subsequent ones
- Opt-in: recipient volunteered to receive your email
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16. Opt-in catcher = Cross promotion!!!
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17. So, what can measure success??
- Unsubscribe rate
- Bounce rate
- Unique open rate
- Total open rate
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18. OutsourceWhy an agency and not you?
an e-mail service bureau
- The opened e-mails, subscribers, bounces, unsubscribes, tracking, reporting,
segmenting, personalizing, number of opens, URLs clicked…..
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19. 7. Tips!

20. Work strongly on!
- Typos & grammatical errors
- Getting the facts wrong
- Formatting problems
- Otherwise illegible (font size too small etc.) or unintelligible
- Email should be relevant, timely, and beneficial with the right value
proposition.
- Tailor the offer to the individual (customized content specific to recipient
location and interests)
- Greet the recipient by first name. Perhaps even in the Subject line too.
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21. What Your clients shan’t get?
• Unsolicited Commercial Email (UCE)=Spam
• Typical spam has a bogus sender address & bogus offers
• Ensure recipients don’t misconstrue your message as spam
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22. - In general, keep it short and sweet. Use links.
- Weekly newsletter should be no more than 5 sections, with 3 or fewer paragraphs
each,
- Monthly newsletter can be double or triple that.
- Promotional messages should be significantly shorter than a newsletter.
- Include whole articles or just abstracts with links to the rest?
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23. Provide numerous opt-in opportunities all with
low barriers to entry…
- Make sure the amount of work required to sign up is minimal
- Many sites only require the email address and all other personal
information is optional
- Place the email list sign-up on all forms on your site, including inquiry,
order, and feedback forms
- Ok to have the sign-up checkbox ticked in advance!!!!
- Let the recipient control the contact frequency
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24. Interact Egypt
http://Egypt.interact.it
Grazie! Twitter: @interactegypt
Facebook & Linkedin: Interact Egypt
Fady Ramzy
Twitter: @cyberzizo
Linkedin: Fady Ramzy
27/03/2012
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