What is useful e-mail marketing? how is your using?

1. Making Email Marketing
Work For You

2. Got Questions?
• Use GoToWebinar “Chat” or “Ask a Question”
• Twitter with @MEHMET_TANLAK
Photo credit: http://www.flickr.com/photos/trayser/26992597/

3. Email Marketing

4. Who is using email?
• 210 billion emails sent per day
• 2 million emails are sent every second
• 1.3 Billion email users
(little more than 1 out of every 5 humans on earth uses email)
• 516 million business email inboxes worldwide
• Email is the #1 thing people participate in on the Internet!
http://email.about.com/od/emailtrivia/f/emails_per_day.htm - August 2008
Comic credit: http://www.flickr.com/photos/lockergnome/500519953/

5. Is that too much email?
Photo credit: http://www.flickr.com/photos/xverges/3059769274/

6. So is that too much email?
84% of people enjoyed receiving email from a company when
they registered for it, even if they didn’t read it right away. This is
up from just 69% in 2005.
Email users are, in general, more receptive than ever to receiving
permission-based commercial email, but are also more savvy
and wary of being exploited.
Chart credit: http://www.epsilon.com/pdf/Epsilon_Branding_Study_Retail_022009.pdf

7. CANSPAM Controlling the Assault of Non-Solicited Pornography
And Marketing Act of 2003
DO
• Put your contact information in footer of emails
• Use a current email address you check often
• Have consent to contact your list
• Offer immediate un-subscribe action
• Subject lines must be relevant
• Build list organically

8. CANSPAM
DON'T
• Send out an email with hundreds of To:'s
• Have lots of $$!!!! ***IN YOUR EMAILS OR SUBJECTS***
• Use a random email address
• Add random names to your lists
• Make it hard to unsubscribe
• Buy email lists

9. Why email marketing?
• Signing up for email is a bigger commitment
• Tracking and reporting
• Not an interruption to people’s lives
• Drive traffic to your website
• Match your website and marketing efforts
• Stickiness and shareability

10. What are your goals?
• Get people to your website
• Get people in your sales funnel
• Get more people to your event
• Start a conversation

11. What is your strategy?
• Who is your audience?
• What do they want to hear?
• How often are you going to publish?
• Who is going to maintain?
• Should you use an editorial calendar?

12. Email Service Providers (ESPs)
• Exact Target/Inbox Marketing
• Constant Contact
• Blue Sky Factory
• Mailer Mailer
• Lots more…

13. Tracking and Reporting
• How many people you sent email to
• How many of those people opened it
• How long they had the email open
• What links they clicked on
• How many people forwarded the email
• Who forwarded your email
• Segment lists Who DID forward your email?
• Tracking links to see what happens
Group them and reward brand
when they get to your site evangelists with special offers
or a Thank You email.

14. Match Marketing Efforts
• Consistency and familiarity show better results
• Appear familiar to your consumers in their busy lives
• Consumers making a split second decision on your message
• Keep tone and marketing messages on website and emails consistent

15. Traffic to Your Website
• Reason to go back to your site
• Upcoming Events
• Blog entries
• Ebooks/Whitepapers
Photo: http://www.flickr.com/photos/burningimage/2363258975/

16. Build Your List Organically
1. Don't Buy Lists
2. Trade shows and events
3. Ask existing customers
4. Ask sales leads
5. Add signups boxes on your website
6. Put signup link in signature of your emails

17. Go the Extra Mile
• Set up welcome email
• Let people know what they are signing up for
• Match your marketing efforts
• Segment lists
• Reward brand evangelists
• Quality over quantity
• Consistent timing
• Monitor results – make changes
• Landing pages

18. Landing Pages
• Create content specific pages relevant to newsletter link
• Have header of page DIRECTLY reflect where they came from
• Less information is more
• Remove distractions
• Focus on one action
• Sign Up form with few fields
• Downloadable offers
Photo Credit: http://www.flickr.com/photos/tidewatermuse/40920121/

19. Topics to write about
• Something unique
• Upcoming events
• Select product reviews
• Check your outbox
• Insider information
• Build credibility
• Establish yourself as an expert
• Information that will help them
• Answer questions
• Free tips
• “No one cares about your products but you”

20. Get your emails opened
• From name
• Subject
– Not spammy
– Short
– Catchy
– Immediate call to action
– Exclusiveness
• Preheader
Photo credit: http:www.flickr.com/photos/mag3737/1914076277/

21. Are You Ready for Email Marketing?
• Strategy
• Goals
• Schedule
• Authors
• Tracking
• Pair with marketing efforts – Social Media?
• Repeat if necessary

22. Re-cap
Email is the #1 thing people use on the Internet
People want company emails they sign up for
Consumers are making split second decisions on your message
Tracking lets you measure your success and where you need improvement
Build trust, generate inbound links
Having conversations WITH consumers not AT them
Add value – information your customers want
To be successful you need a strategy and measurable goals
Photo credit: http://www.flickr.com/photos/raeallen/13943119/in/set-340352/
Photo: http://www.flickr.com/photos/5-0_og/1304841776/

23. Learn More!
• Marketing Vision Blog - www.mehmettanlak.com
• E-Mail: mehmetanlak@gmail.com
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Photo Credit: http://www.flickr.com/photos/somerslea/2038628012/