Using Email Marketing to Convert More Leads into Sales

Using Email Marketing to Convert More Leads into SalesPresented at: Norvax University ConferenceJuly 30-31, 2009Orlando, FLBy Rey Villar

Using Email Marketing to Convert More Leads

Why email marketing?

Reynaldo Villar | LinkedIn: #reynaldovillar | Twitter: @reyvillar | Orlando, FL, 2009

Lower lead generation and conversion costs Valuable revenue-generating asset Better tracking capabilities Higher return on investment (ROI) More submitted apps!


Your email marketing checklist


1. Know the law!!!

2. Select an ESP - email service provider

3. Plan a long-term campaign

4. Build your mailing list

5. Launch tips for higher open, CTR and conversion rates!







For every dollar spent on email marketing in 2007, marketers can expect an estimated $48.29 ROI. (Direct Marketing Association, 2007)

66% of those surveyed said they had made a purchase because of a marketing message received through email. (ExactTarget “2008 Channel Preference Survey,” 2008)

Email produced the highest response rates (4.09%) for those companies whose primary objective was to generate leads. (Direct Marketing Association, “Response Rate Trends Report,” 2007)


Know the law!


Understanding the CAN-SPAM Act is crucial for your long-term marketing success: Not knowing and following the rules can

cost you money. Not knowing and following the rules

could go into your permanent record! Understanding the CAN-SPAM Act will

increase your delivery, open, click-through and conversion rates…as well as your sales.


Embrace the law


Each commercial email MUST contain:

Your valid physical mailing address An advertisement disclosure (unless double opt-in) Correct and legitimate header information An easy and no-cost “Opt-Out” mechanism


Follow the law


NEVER do any of the following: Sell or share email addresses that have opted out. Build your list through scraping or illegal harvesting. Intentionally delay or hinder opt-outs. Use deceptive or misleading subject lines. Use deceptive or misleading “From” or “To”

information.


Use an ESP


Automatically checks “spam factor” and enforces CAN-SPAM requirements.

Makes it easy to create and send emails to thousands of prospects and leads.

Cost: free trial; then affordable monthly rates. Recommended for beginners:

www.iContact.com www.mailchimp.com www.ConstantContact.com


Plan a long-term campaign


1. Segment your list

2. Create a 12-month calendar using different types

3. Decide on a template design

4. Autoresponder messages

5. Sequentially programmed messages

6. [Advanced] rules-based emails


Plan for long-term needs


Finding or developing quality content Special promotions Up-selling opportunities Collaborate with other businesses Integrate with your website [Bonus] Revive dormant leads!


Build your mailing list


Add your 3rd-party Internet leads Website subscription widget Newsletters and eBooks Contests and referrals Never buy email lists!


Growing your list


Content strategy: e-books, tools, etc. Contests Send only relevant emails to segments Give them a reason to stay on your list Triggered emails Ask for referrals and pass-alongs


List hygiene


Clean out duplicates and bad addresses Pay attention to “opt outs” Note: unsubscribes are better than spam complaints Expect turnover of 20% to 30% per year Remove or segment non-prospects


Elements of an effective email


Avoid fluff and generalities Leave readers feeling smarter Always have a “Call to Action” Always include a privacy statement Keep it clean (content and design) People like freebies, but they want relevance


Subject line tips


The first 40 characters are key! Test and keep testing! Up to 60% increase when localizing info and company

name included (Jupiter Research, 2007)

2/3 of "report spam" or "junk" button clicks are due to the subject line (Email Sender and Provider Coalition, 2007)

The best subject lines tell what's inside; the worst subject lines sell what's inside (MailChimp, 2007)


Your subject line is crucial



When should you send?


Weekend deliveries are best, with open rates of up to 38.3%. (eROI Email Statistics, 2006)

Saturday is best for click-throughs (5.4%), followed closely by Thursday. (eROI Email Statistics, 2006)

Consumers overwhelmingly prefer to receive commercial emails on Wednesdays and Fridays. (eROI Email Statistics, 2006)


Email marketing tips


For better response and conversions: Test, Test, Test More emails/week = more opt-outs Use landing pages when possible Simpler alternatives: blogs and autoresponders


Your email marketing checklist


1. Know the law!!!

2. Select an ESP - email service provider

3. Plan a long-term campaign

4. Build your mailing list

5. Create and use effective (relevant) content

Using Email Marketing to Convert More Leads into SalesPresented at: Norvax University ConferenceJuly 30-31, 2009Orlando, FLBy Rey Villar

Using Email Marketing to Convert More Leads into Sales

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