Find out how to use email marketing to nurture sales leads and increase sales. Here is the slide deck from Right On - No Bull Marketing's webinar on email marketing. You can watch the webinar here - http://youtu.be/iUsppNNaa90

1. Increase Sales with Email
and Newsletters
By Brian Offenberger, CeM, CSMA

2. Today’s Agenda
 Why Email Marketing?
 Types of Emails
 Developing Email Content and Calendars
 Measuring and Testing Emails
 Invite you to attend April’s webinar

3. Meet Brian Offenberger

4. Why Email Marketing?
• Companies make an average of
$40 for every dollar spent on
email marketing – Direct
Marketing Association
? ? ?
• Average email open rates up 14%
in 2012 – Epsilon ??
• Average email click rates up 4.5%
in 2012 – Epsilon

5. Types of Emails
• Transactional
• Lead Nurturing
• Newsletters
• Digest
• Stand-Alone
• Sponsorship

6. Transactional Email
An email triggered by a specific action by one of your contacts.

7. Transactional Email
• Helps complete desired action
• Have a high click through rate
• Types:
– Order/Sign-up confirmation
– Abandoned shopping cart reminder
– Cross-/Up-selling message
– Post-purchase surveys

8. Lead Nurturing Email
A series of emails containing useful content that slowly push
contacts toward desired action.

9. Lead Nurturing Email
• Keeps your business front of mind
• Have a high CTR when compared to general emails
• Types:
– Lessons that teach prospects how you can help them
– Offers that match where prospect is in buying cycle
– Re-Engagement messages that let you know you’re there to help

10. Email Newsletters
An outlet where you can showcase multiple types of content.

11. Email Newsletters
• Gives you outlet to help your customers and prospects
• Positions business as an authority / thought leader
• Makes it easy to share variety of content
• Tips:
– Supply RELEVANT content
– Provide UNIQUE offers and deals, but don’t make focus of newsletter
– Include variety of media: blogs, articles, videos, infographics

12. Email Digest
Like a newsletter, but highlights past popular content. It has a
simpler format.

13. Email Digest
• Easier to create than newsletters
• Drives blog readership and website visits
• Tips:
– Use analytics to find your top performing content
– Don’t overwhelm people with too many links
– Make digests weekly or monthly depending on your content load
– Include a few graphics or pictures to make it more visual

14. Stand-Alone Email
An email that contains information about a single offer.

15. Stand-Alone Email
• Best way to drive results for single offer
• Don’t take long to design
• Easy to measure ROI of email
• Tips:
– Focus on a single offer with a strong call to action
– Detail benefits of the offer and set deadline
– Make it exclusive

16. Sponsorship Email
Inclusion in another organization’s email.

17. Sponsorship Email
• Exposes your business to new people
• Way to find new leads
• Ways to get into other organization’s email:
– Start with business partners, vendors
– Look to industry organizations
– Considering paying as a last resort

18. Helpful Tool - Autoreponders
• Program that sends emails based on a
trigger event (opens, clicks, purchases,
etc.)
• Makes it easy to automate
transactional and lead nurturing
emails
• Use a reliable email program like:
Constant Contact, Inusionsoft, AWeber

19. Developing Email Content

20. Email Content – Subject Lines
• Subject line should answer, “How
are you going to help me?”
• Mobile devices: Keep to four or
five words (25-30 characters)
• Avoid CAPS or exclamation marks
• Avoid spam filter words:
free, 50% off, call now, great
offer

21. Email Content – The Message
• Send RELEVANT content
• First 70 to 75 characters appear in preview – Make it good
• Visual emails: 88% prefer HTML messages – Dan Zarrella
• Make email scannable – Keep text to under 750 words
• Use headlines to break up content

22. Email Calendars
• Subscribers will forget you if
you don’t regularly send
emails
• Email calendars help with
planning and scheduling
• Keep you organized

23. Email Calendar Example

24. Email Timing
• Weekends are good time to
send because less
competition
• Tuesdays tend to be lowest
day for email open rates
• Better to send emails early
in the morning

25. Test & Measure Your Email
Only 31% of companies regularly test their email marketing
campaigns – Email Marketing Industry Census 2012

26. Join Us in April
How to Get Top Google
Rankings for Your Local
Business
Thursday April 4, 2013 @ 2PM EDT
http://tinyurl.com/April4thWebinar

27. Contact Brian Offenberger
• Toll Free: (877) 837-8803
• Fax: (602) 412-3663
• Local: (602) 412-3168
• Website: www.RightOn-NoBull.com
• Email: Brian@RightOn-NoBull.com
• Facebook: www.facebook.com/RightOnNoBull
• Address: 5530 East Beck Lane,
Scottsdale, AZ. 85254