How to measurably increase your email response rates webinar.041411.1

Trinity Web Works © 2011 All rights reserved.

How to Measurably Increase Your Email Response Rates

PRO Business Marketing Series

Tony MarinoPRO Business Marketing Consultant

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Terms of Participation

Trinity Web Works © 2011 All rights reserved.

Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful. This course is designed to provide accurate and authoritative information in regard to the subject matter covered. It is rendered with the understanding that the publisher is not engaged in rendering legal, accounting, or other licensed professional services. If legal advice or other expert assistance is required, the services of a competent licensed professional person should be sought such as a licensed attorney or licensed accounting professional. No part of this course may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system without written permission from the publisher.

For information address: Trinity Web Works, 16869 SW 65th Avenue, 144, Lake Oswego, Oregon 97035.

How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response Rates

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Purpose Driven: Email Marketing

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Your reason for using email as a tangible marketing medium may be to teach, to advise, to inform, to encourage, to motivate, to inspire, to lead, or to sell.

How to Measurably Increase Your Email Response Rates

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Actionable Plan

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Please review the course in its entirety.

Don't just review the course, act upon it!

Understand that these practices and strategies really do work!

“Winners are those who convert their ideas to measurable action!”

How to Measurably Increase Your Email Response Rates

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Historical Background

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Ray Tomlinson

How to Measurably Increase Your Email Response Rates

Larry Roberts

Since 19731.6 Billion People

247 Billion Messages Daily

SPAM 40% to 90%

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Permission-Based Email Marketing

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Quality vs. Quantity

How to Measurably Increase Your Email Response Rates

Prospect

ProspectProspect

QUALITY

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How to Measurably Increase Your Email Response Rates

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Email Communication

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How to Measurably Increase Your Email Response Rates

Email Communication Messages

Instant Messaging (IM)

Twitter Update Messages

93%Non-Verbal

Not TelephonicallyNot Face-to-Face

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Negative Email Communication

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How to Measurably Increase Your Email Response Rates

Dynamic

Cost-Effective

Accurate

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Email Messaging: Tone

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How to Measurably Increase Your Email Response Rates

WordsStructure

Tone is the quality in your writing that reveals your attitude toward your topic and reader.

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Email Messaging: Tone

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How to Measurably Increase Your Email Response Rates

WordsStructure

Why is tone so important in e-mail writing?

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How to Measurably Increase Your Email Response Rates

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Email: Format

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How to Measurably Increase Your Email Response Rates

TextHTML

Which email format works best?

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Email: Format

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How to Measurably Increase Your Email Response Rates

TextAdvantages

Easy to produce.

Allows you to focus on your copy.

Everyone will be able to view it properly.

Users of handheld email devices (a growing number) can read it easily.

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Email: Format

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How to Measurably Increase Your Email Response Rates

TextLinks must appear in their entirety. For example:

http://www.yahoo.com.

You can’t hyperlink words.

No graphics.

No font formatting such as underlining, boldface type, or color.

You can’t track the open rate.

Disadvantages

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Email: Format

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How to Measurably Increase Your Email Response Rates

HTMLAdvantages

You can track the open rate.

You can include images like company logos, product photos and other graphical enhancements.

Formatting options like boldface, underline and coloring can be included.

You can include forms and other more complex html features.

Colored text can be used to help words stand out.

Centering and other alignment can be used.

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Email: Format

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How to Measurably Increase Your Email Response Rates

HTMLToo many graphics can distract and turn off your audience.

Not everyone can view HTML ads properly.

Images appear broken when viewed offline.

Slower to load the messages.

Recognized as an “advertisement,” causing it to be tuned out.

Requires a background in HTML and graphics to do well.

Disadvantages

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Email: Format

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How to Measurably Increase Your Email Response Rates

So, which email format works best?

TextHTML

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Email: Format

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How to Measurably Increase Your Email Response Rates

Why “Text?”

Text

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response Rates

Why “Text?”

Email Components: Structure and Layout

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “From” Line

Set up, format, and purpose.

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Subject” Line

Set up, format, and purpose.

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Letterhead”

Set up, format, and purpose.

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How to Measurably Increase Your Email Response RatesYour Email “Date” Line

Set up, format, and purpose.

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Opening Salutation”

Set up, format, and purpose.

First Name Personalization Syntax

A.Hello bob,

B.hello Bob,

C. Hello BOB,

D.Hello Bob,

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Upper Body Message”

Set up, format, and purpose.

The “Take Away!”

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Live Links”

Set up, format, and purpose.

“Call to Action!”

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Main Body Messaging”

Set up, format, and purpose.

“Short Paragraphs!”

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Your Closing Salutation”

Set up, format, and purpose.

“Professional Warmth!”

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Brand and Credibility”

Set up, format, and purpose.

“Identity!”

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Brand and Credibility”

Set up, format, and purpose.

Complete Contact

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Brand and Credibility”

Set up, format, and purpose.

Complete ContactCompany Brand

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Brand and Credibility”

Set up, format, and purpose.

Complete ContactCompany BrandPhysical AddressTelephone Number

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesYour Email “Brand and Credibility”

Recipient’s Email Address

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesEmail : Ethics and the Law

Critical Email Considerations

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesEmail : Ethics and the Law

CAN SPAM Act 2003

FTC: Bureau of Consumer Protectionhttp://business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business

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How to Measurably Increase Your Email Response RatesEmail : Ethics and the Law

Email “OPT OUT” Removal Links

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesEmail : Ethics and the Law

Laws, policies, risks, and rewards.

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesEmail : The “65-Character Rule”

Set up, format, and purpose.

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesEmail : “Proofing and Verifying”

Proofing and its purpose.

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesEmail : “Proofing and Verifying”

Verifying and its purpose.

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response RatesEmail Marketing: “Working Smart”

Set up, format, and purpose.

Email Template

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response Rates

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How to Measurably Increase Your Email Response Rates