Simple E-Mail MarketingFor Small Businesses
Introduction
• E-mail marketing:
– Easy to use– Cost-effective form of advertising– Increases revenue, customers, brand recognition– May produce up to $45 of revenue for every $1
spent
What is E-mail Marketing?
• Similar to sending out snail mail
• Connect with hundreds of people every day
• Very cost-effective
What is E-mail Marketing?
• Directly reach your potential customers
• Very effective way for small businesses to market themselves
Types of E-mail Marketing
• Direct e-mail > offers, deals, sales
• Retention e-mailing > entertaining, engaging, informative content
• Straight-up e-mail advertising > using content created by someone else
How Can E-Mail MarketingBenefit Your Small Business
• Campaigns are very cost-effective
• Targeted marketing
• Allows for data tracking
How Can E-Mail MarketingBenefit Your Small Business
• Can be automated
• Tactics are super fast!
• Can boost revenue
How to Run anE-Mail Marketing Campaign
• 3 basics:– Creating a list of people willing to
receive your message– Crafting that message– Creating a delivery system
How to Run anE-Mail Marketing Campaign
• Getting started
– Create an e-mail list > the heart of your marketing strategy
– Create an e-mail signup sheet
– Respect customer privacy > never send out spam!
How to Run anE-Mail Marketing Campaign
• Getting started
–Develop your campaign > quality content, appropriate amount
–Carefully compose e-mails
How to Run anE-Mail Marketing Campaign
• Tips for e-mails worth reading
– Start with a new e-mail address
– Pay attention to the subject line
– Keep content short and to the point
How to Run anE-Mail Marketing Campaign
• Tips for e-mails worth reading
– Use a different e-mail for current customers
– Test out your e-mails before you send them
– Add disclaimer complying with the CAN-SPAM Act
How to Run anE-Mail Marketing Campaign
• Broadcast messages– Sent to all customers at once– Recommendations, deals, promotions…
• Pre-loaded follow up messages– Sent automatically at regular intervals– Plenty of content and ready to go
Use both types for a quality e-mail marketing program
How to Run anE-Mail Marketing Campaign
• Sending out your marketing e-mails
– E-mails have a lifespan of about 3 days
– Deal with opt-out requests > respect your client’s wishes
How to Run anE-Mail Marketing Campaign
• Sending out your marketing e-mails
– Bounced messages > collect them and update database
– Follow-up e-mails > send enough, but not too much
– Define your results
How to Run anE-Mail Marketing Campaign
• Automated E-Mail Marketing Tools– Getresponse > $1 for 1-month trial period– Aweber > $1 for 1-month trial period– Constant Contact > full featured, low cost
Beginners should consider TrafficWaveAdvanced users should consider AWeber
E-Mail Marketing Best Practices
• Pay attention to your email’s preview
• Keep your e-mails readable
• Avoid spam > higher delivery rate
E-Mail Marketing Best Practices
• Try personalizing your e-mails
• Use an automated e-mail marketing tool
• Make your e-mail content more personal
Sample List of E-Mail Marketing Topics
• “Check Out Our Club All Week Risk Free” (gym)
• “Four New Wines This Week Only” (wine shop)
• “Buy 1 Get 1 Free Coffee All Week!” (coffee house)
Sample List of E-Mail Marketing Topics
• “New Model Showcase” (RV Dealership Company)
• “Dedicated Health Plans Available For All Families” (Health Care Insurance Company)
• “Earn Energy Efficiency Tax Credits” (Window Company)
Conclusion
• When well implemented, only few things can match the effectiveness of an e-mail marketing campaign
• Your small business ABSOLUTELY should be using these strategies
Conclusion
• Find your “marketing sweet spot” and enjoy
• Don’t miss out on tons of revenue and customer interest!
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