Email marketing 101

Email Marketing 1015 Keys to Email Marketing Success

Thursday, May 6, 2010

Why Email Marketing?

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$0

$2.50

$5.00

$7.50

$10.00

$0.45$0.55

$1.10

$2.00

$9.94

Search Email Yellow Pages Banner Ads Direct Mail

Cost per Lead Across Various Direct Marketing Methods

Source: Piper Jaffrey & Co.

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Benefits

• Cost Effective

• Builds Relationships & Trust

• High Return on Investment

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Key #1

Get Permission!

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What is Spam?

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Spam and the Law

• Address and Contact Information

• Accurate Information

• Opt-Out - Within One week

• Can’t Use “Scraped” Email Addresses

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Use the Golden Rule

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Email List Etiquette

• Ask Permission

• Provide a Way Out

• Would you consider it Spam?

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Key #2

Outsource

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Why Outsource?

• CAN-Spam Law Compliance

• Deliverability

• Advanced Reporting

• A/B Split Testing

• Free Templates

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Email Providers

• CampaignMonitor

• MailChimp

• VerticalResponse

• Campaigner

• Emma

• Blue Sky Factory

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Advanced Reporting Design Tools

Deliverability List Management

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Free Email Templates

• CampaignMonitor - 30 Free Templates

• MailChimp - 4 Free Templates

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Key #3

Build & SegmentYour Lists

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Building Your List

• Simply Ask

• Form on Your Website

• Giveaways

• Perks

• Popups

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Segment. Your. Lists.

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Why Segment?

• The Golden Rule

• Higher Open & Click Through Rates

• Less Expensive

• Provides More Value

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Segmenting

• Multiple Lists

• Geotargeting

• Social Demographics

• Purchase History

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Key #4

Provide Value

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Types of Emails

• Newsletters/Informative

• Product/Promotion

• Single Announcement

• Series

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It’s Not About You.

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W.I.I.F.M.

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Providing Value

• Do what you say you will do

• Go above and beyond

• Be consistent

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Key #5

Convert

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Creating Your Email

• Reply-to Email Address

• From Name

• Subject Line

• Email Content

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Great Subject Lines

• Be Direct and Concise

• State the Benefit Up Front

• Secrets, Tips, Lists, Testimonials

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More Subject Lines

• Ask a Question

• Create Urgency

• Give Something Away

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Subject Line Warnings

• Be short - limit to 50 characters

• Avoid these words: Help, Percent Off, Reminder, Free

• The first 5 words are...

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Getting Conversions

• Clear Call to Action

• Landing Page

• Simple is Better

• TEST, TEST, TEST

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Tracking

• Email Analytics

• Google Analytics

• Goal Tracking

• E-Commerce Tracking

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Email Best Practices

• Best Times to Send

• Frequency of Emails?

• eROI Email Marketing Statistics

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Slides

Slides will be posted to http://brandoneley.com

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Brandon EleyInteractive Director, Kelsey Advertising & Design

brandon@kelseyads.comTwitter: @beley

Online Marketing Inside OutBy Brandon Eley & Shayne Tilley

www.brandoneley.com www.kelseyads.com

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Attribution

• http://www.flickr.com/photos/comedynose/4236355151/

• http://www.flickr.com/photos/maguisso/1205113333/

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