Email Marketing

The Nuts & BoltsThe Nuts & Bolts

Email Marketing & Email Marketing & Online Surveys/FormsOnline Surveys/Forms

Some Quick StatsSome Quick Stats

247 billion247 billion

16,000 copies16,000 copies20 million20 million

13.4 billion13.4 billion

What is email marketing?What is email marketing?

Nothing new to the Nothing new to the world of marketingworld of marketing

What is email marketing?What is email marketing?

As marketers we evaluate the following As marketers we evaluate the following with any medium:with any medium:

1. Who are we speaking to?1. Who are we speaking to?

2. What is the goal of this medium?2. What is the goal of this medium?

3. How are we going to measure success?3. How are we going to measure success?

What is email marketing?What is email marketing?

What does deliver?What does deliver?1. Allows for targeting1. Allows for targeting

2. It is data driven2. It is data driven

3. It drives direct sales3. It drives direct sales

4. Builds relationships, loyalty and trust4. Builds relationships, loyalty and trust

5. Supports sales through other channels5. Supports sales through other channels

email marketingemail marketing

How does it work?How does it work?

You’ve got to remember to You’ve got to remember to

BE BE all about it!all about it!

How does it work?How does it work?

BEBE A model representativeA model representative

How does it work?How does it work?

How does it work?How does it work?

How does it work?How does it work?

How does it work?How does it work?

BEBE HonestHonest

How does it work?How does it work?

How does it work?How does it work?

BEBE RespectfulRespectful

How does it work?How does it work?

How does it work?How does it work?

BEBE RelevantRelevant

How does it work?How does it work?

How does it work?How does it work?

How does it work?How does it work?

How does it work?How does it work?

BEBE ConsistentConsistent

How does it work?How does it work?

BEBE PersonalPersonal

How does it work?How does it work?

How does it work?How does it work?

How does it work?How does it work?

BEBE Up-to-dateUp-to-date

How does it work?How does it work?

How does it work?How does it work?

BEBE SmartSmart

How does it work?How does it work?

How does it work?How does it work?

So I can execute it—can I sell So I can execute it—can I sell from it?from it?

$43.62$43.62$6.85 vs. $19.33$6.85 vs. $19.33

11.9 to 27.8 billion11.9 to 27.8 billion

Show me the numbers!Show me the numbers!Medium Direct Mail Email #1 Email #2

# Sent 10,000 Sent 1,000 sent 10,000

Amount Spent $4200 (.42 per) $100 $100

Response/Open 2% 20% 20%

Closing Rate 35% 2% 2%

Avg. Ticket $999 $999 $99

Cost per Response

$21.00 $.50 $.05

# Buyers 70 4 40

Cost per Buyer $60.00 $25 $2.50

Cost per Person .42 $.10 $.01

I can execute, make money I can execute, make money but I have no emails?but I have no emails?

I have very few—should I I have very few—should I email?email?

YES!YES!

So I’ve been emailing…So I’ve been emailing…what’s next?what’s next?

Continue the ConversationContinue the Conversation

Online Surveys & FormsOnline Surveys & Forms1.1. Online surveys are a great way to:Online surveys are a great way to:

A.A. Receive FeedbackReceive FeedbackB.B. Showcase EventsShowcase EventsC.C. Conduct Market ResearchConduct Market ResearchD.D. Communicate with your Communicate with your

employeesemployees

Online Surveys & FormsOnline Surveys & FormsA. Receiving Feedback:A. Receiving Feedback:

a)a) Customer Service Evaluation Customer Service Evaluation FormsForms

b)b) Product ReviewsProduct Reviewsc)c) Product Sampling SurveyProduct Sampling Survey

Online Surveys & FormsOnline Surveys & FormsA. Receiving Feedback:A. Receiving Feedback:

Online Surveys & FormsOnline Surveys & FormsB. Showcase Events:B. Showcase Events:

a)a) Create an event registration formCreate an event registration formb)b) Follow up with a post-event Follow up with a post-event

questionnairequestionnairec)c) Send an evaluation form a friends Send an evaluation form a friends

and family eventand family event

Online Surveys & FormsOnline Surveys & FormsB. Showcase Events:B. Showcase Events:

Online Surveys & FormsOnline Surveys & FormsC. Market Research:C. Market Research:

a)a) Create an online pollCreate an online pollb)b) Conduct a surveyConduct a surveyc)c) Discover new segments of your Discover new segments of your

audienceaudience

Online Surveys & FormsOnline Surveys & FormsC. Market Research:C. Market Research:

Online Surveys & FormsOnline Surveys & FormsC. Market Research:C. Market Research:

Online Surveys & FormsOnline Surveys & FormsC. Market Research:C. Market Research:

Online Surveys & FormsOnline Surveys & FormsD. Employees:D. Employees:

a)a) Send an employee satisfaction Send an employee satisfaction surveysurvey

b)b) Create a company suggestion Create a company suggestion formform

c)c) Publish a quick staff-wide pollPublish a quick staff-wide poll

Online Surveys & FormsOnline Surveys & FormsD. Employees:D. Employees:

Best PracticesBest Practices1.1. Ensure you are going to get response:Ensure you are going to get response:

A.A. Craft a compelling invitationCraft a compelling invitationB.B. Find lots of ways to remind peopleFind lots of ways to remind peopleC.C. Set an expectationSet an expectationD.D. Offer a reward or incentive of Offer a reward or incentive of

some kindsome kindE.E. Tell (and show) ‘em whyTell (and show) ‘em why

Best PracticesBest PracticesA.A. Craft a compelling invitation:Craft a compelling invitation:

a)a) Build it into your sales strategyBuild it into your sales strategyb)b) Create an online video inviting Create an online video inviting

open discussionopen discussion

Best PracticesBest PracticesB. Find lots of ways to remind people:B. Find lots of ways to remind people:

a)a) Paste links on your emails, web Paste links on your emails, web pagespages

b)b) Place information on your delivery Place information on your delivery packets, POP, in store handoutspackets, POP, in store handouts

Best PracticesBest PracticesC. Set an expectation:C. Set an expectation:

a)a) Specify how long it will takeSpecify how long it will takeb)b) Let her know how her Let her know how her

answers/comments are going to answers/comments are going to helphelp

c)c) Let them know when results will Let them know when results will be posted or how they will bebe posted or how they will be

Best PracticesBest PracticesD. Offer a reward:D. Offer a reward:

a)a) Give them a prize/rewardGive them a prize/rewarda)a) Studies have found that Studies have found that

participation increases 5-20%participation increases 5-20%

Best PracticesBest PracticesE. Tell (and who) ‘em why:E. Tell (and who) ‘em why:

a)a) Inform what the purpose of the Inform what the purpose of the survey issurvey is

b)b) How are answers going to be How are answers going to be handledhandled

c)c) Keep the dialogue open—so they Keep the dialogue open—so they will respond againwill respond again