How to take email marketing campaigns from "spam" to "bacon" ... effective campaign strategies to turn recipients into subscribers, and subscribers into customers.

1. TONIGHT’S FIRST QUESTION
HOW DO YOU READ EMAIL?
BE AS DETAILED AS POSSIBLE.
...
PREPARE TO DISCUSS

2. TONIGHT’S LESSON
FROM SPAM TO BACN
...
MMMMMM...

3. OUR GOAL
D: DISCOVER PROSPECTS
U: UNDERSTAND NEEDS
M: MAKE A COMMUNITY
M: MEET THEIR NEEDS
Y: YOU WIN

4. DISCOVER PROSPECTS
WHO ARE OUR
PROSPECTS?

5. DISCOVER PROSPECTS
+ WHO DO WE NEED TO REACH?
+ HOW DO THEY USE EMAIL?
+ WHAT DO WE WANT THEM TO DO?

6. UNDERSTAND NEEDS
WHAT DOES OUR TARGET
CONSUMER NEED/WANT?

7. UNDERSTAND NEEDS
OUR EMAIL NEEDS TO MEET
OUR TARGET’S WISHES

8. POSSIBLE CONTENT FOR EMAIL
+ NEWSLETTER: INFO ON YOUR CO.
+ DIGEST: LATEST INDUSTRY NEWS
+ TIPS: “HOW TO” INFO ON TOPIC
+ REMINDERS: PERTINENT EVENTS
+ DEALS: UPDATES ON WEEKLY SALES

9. MAKE A COMMUNITY
HOW WILL WE ASSEMBLE
OUR FANBASE?

10. MAKE A COMMUNITY
BUILD YOUR OWN LIST

11. LIST-BUILDING DO’S AND DONT’S
+ DON’T PURCHASE
+ DON’T “SCRAPE”
+ MAKE SIGNUP EASY
+ MAKE SIGNUP ACCESSIBLE
+ TELL THEM WHY
+ EXPLAIN PRIVACY POLICY
+ OFFER INCENTIVES

12. MEET THEIR NEEDS
HOW CAN WE IMPROVE THE
CHANCES OUR TARGET WILL
TAKE ADVANTAGE OF WHAT
OUR EMAIL OFFERS?

13. MAKE AN EFFECTIVE EMAIL
+ COMPANY ADDRESS IN “SENDER”
+ EFFECTIVE SUBJECT
(ACTION PHRASE + INCENTIVE)
+ DON’T USE ALL-CAPS
+ BEWARE OF “SPAMMY” WORDS
+ CALL-TO-ACTION EARLY IN EMAIL
+ BE BRIEF
+ USE SHORT PARAGRAPHS

14. MAKE IT PERSONAL
+ USE DATABASE TO INSERT NAME
+ ALLOW EMAIL BACK TO A PERSON

15. TIMELINESS MATTERS
+ TARGET AT WORK = SEND BTW 9-5
+ RECREATIONAL, SEND PM OR WKND
+ MONDAY = HEADACHE
+ FRIDAY = MIND WANDERING
+ OPTIMAL TIME OVERALL IS
TUES OR WED FROM 9-10:30 OR 1-2:30

16. YOU WIN?
HOW CAN WE DETERMINE
OUR LEVEL OF SUCCESS?

17. THINGS YOU CAN TRACK
+ OPEN PERCENTAGE
+ CLICK-THROUGH RATE
+ SUBSCRIBE/UNSUBSCRIBE
+ “SPAM” REPORTS
+ BOUNCE RATE

19. TOOLS

20. TOOLS

21. TOOLS

22. TOOLS

23. EXAMPLES

27. PICK A NUMBER FROM 1 TO 5

28. IN CLASS WORK: STEP ONE
DEVELOP AN EMAIL
MARKETING CHALLENGE.
– COMPANY/PRODUCT
– TARGET AUDIENCE
– GOAL OF CAMPAIGN

29. IN CLASS WORK: STEP TWO
ANSWER YOUR EMAIL
MARKETING CHALLENGE.
– LIST (HOW IT’S BUILT)
– DESIGN (SKETCH)
– CONTENT (WRITE/ETC)

30. DISCUSSION
LAST WEEK’S BLOG

31. HOMEWORK ASSIGNMENT
CHOOSE ONE EMAIL
CAMPAIGN YOU LIKE AND ONE
YOU DO NOT
TELL WHY FOR EACH, RELATE
BACK TO PRINCIPLES
DISCUSSED IN CLASS