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COMPELLING BRAND IDENTITIES IN PRINT & WEB




        I DE N TI TY

          PRINT
                         Effective Email Marketing
      PU B LI SH I N G   For Small Businesses
           WEB


                         Maine Center for Entrepreneurial Development
 Visible Logic, Inc.
  142 High Street
         Suite 615
Portland, ME 04101
     207.761.4230
 visiblelogic.com
Headline                      Emily Brackett

           Visible Logic, Inc.                        Mail On The Mark
         www.visiblelogic.com                     www.mailonthemark.com
       www.visiblelogic.com/blog                 www.mailonthemark.com/blog
        twitter: @VisibleLogic                    twitter: @mailonthemark
        facebook: Visible Logic




  Effective Email Marketing for Small Business                       www.mailonthemark.com
Headline

                   Why Email?



  Effective Email Marketing for Small Business   www.mailonthemark.com
The Best Return

                                   Return                                              $40.56




        Investment: $1
                                                                             $22.24
                                                               $19.72


                                                   $10.51
                                      $7.30



                                       Catalogs      Mobile    Display Ads    Search    Email




   Effective Email Marketing for Small Business | Why Email?                             www.mailonthemark.com
Integrates With Other Channels
                                 Social Media                  Direct Marketing




          Web Site

                                                                                  Blog

             SEO


                                                                        Sales

                                             Networking
                   White Papers




   Effective Email Marketing for Small Business | Why Email?                         www.mailonthemark.com
Reporting and Data




   Effective Email Marketing for Small Business | Why Email?   www.mailonthemark.com
Target, Segment, Refine




   Effective Email Marketing for Small Business | Why Email?   www.mailonthemark.com
Builds Your Brand


                                              Builds trust
                                              Builds relationships
                                              Increases brand awareness




   Effective Email Marketing for Small Business | Why Email?         www.mailonthemark.com
Keeps Your Brand “Top of Mind”




   Effective Email Marketing for Small Business | Why Email?   www.mailonthemark.com
                                                                     Photo: Flickr Creative Commons from ☺ Lee J Haywood
Drives Sales
“I send out the e-newsletter...
         and the phone starts ringing!”




    Effective Email Marketing for Small Business | Why Email?   www.mailonthemark.com
                                                                      Photo: Flickr Creative Commons from Karolina Kabat
Headline

                     Plan Your
                    Campaigns


  Effective Email Marketing for Small Business   www.mailonthemark.com
Transaction Email                                                     Bulk Email




 Effective Email Marketing for Small Business | Plan Your Campaigns         www.mailonthemark.com
Email Service Providers (ESP)




   Effective Email Marketing for Small Business | Plan Your Campaigns   www.mailonthemark.com
Really, plan.

Before you get going                       Every time you send out a campaign


Plan                   Design             Create                Review,    Schedule       Send
Content                                   Content               Proofread,
                                                                Test
1                      2                   3                     4              5         6




           Effective Email Marketing for Small Business | Plan Your Campaigns         www.mailonthemark.com
Really, plan.

Before you get going                       Every time you send out a campaign


Plan                   Design             Create                Review,    Schedule       Send
Content                                   Content               Proofread,
                                                                Test
1                      2                   3                     4              5         6




           Effective Email Marketing for Small Business | Plan Your Campaigns         www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6      7




     Plan
     Content

      1
                                                                                        blogs
                                                                                                          News
                                                                                                                                 Events

                                                                                    ✔Tips

                                                                                                                       Reviews            Q&A
                                                                     Articles
                                                                                                                       “Quotations and
                                                                                                                        Testimonials”
                                $AVE

                                Coupons                                                   Photographs




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns               www.mailonthemark.com
                                                                                                                                              http://www.visualpharm.com
50 Content ideas
1.	 Promote your blog posts         11.	Photos of happy customers       25.	Links to articles you’ve written 38.	Insider information
2.	 Send people to other blogs or   12.	Photos of products in action    26.	Downloadable white papers        39.	Recent work
    articles you like
                                    13.	Employee biographies            27.	Personal stories                 40.	Recent contracts
3.	 Write product reviews
                                    14.	Videos                          28.	Case studies                     41.	Thank you’s
4.	 Write reviews of unexpected
                                    15.	Jokes                           29.	Portfolio examples               42.	Account information
    things (food, movies, books,
    bicycles, etc.)                 16.	Cartoons                        30.	Welcome to new clients           43.	Deadlines
5.	 Client testimonials             17.	Charts                          31.	Welcome to new readers           44.	Inspiration quotations
6.	 Answer a client email as an     18.	Statistics                      32.	Number of products sold          45.	Birthday wishes
    article
                                    19.	Industry events                 33.	External reviews                 46.	Photos of recent events
7.	 Tips
                                    20.	Technical information defined   34.	Behind the scenes at your        47.	Photos of completed projects
8.	 Beginnings of articles, find the                                        company
                                     21.	Links to Facebook                                                   48.	Giveaways
    rest on your web site
                                                                        35.	Non-profit partnerships
                                     22.	Contests                                                            49.	Surveys
9.	 Coupons
                                                                        36.	Business partnership
                                     23.	Links to Twitter                                                    50.	Membership and renewal
10.	Exclusive offers
                                                                        37.	Frequently Asked Questions           notices
                                     24.	Links to LinkedIn



               Effective Email Marketing for Small Business | Plan Your Campaigns                                   www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6      7




     Plan
     Content                                                                    Who is going to write it?


      1                                                                         Who is going to collect it?

                                                                                Who will prepare the mailing?

                                                                                Do landing pages or new content need to be created first?

                                                                                How will it integrate with other channels?

                                                                                How will you build your list?

                                                                                Who will update the mailing list(s)?




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns                        www.mailonthemark.com
                                                                                                                                                       http://www.visualpharm.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6      7



       Design
                                                                                Match it to your brand identity

                                                                                Make the layout work with your content

      2                                                                         Test it across platforms

                                                                                Make sure it follows all the anti-spam rules

                                                                                Get feedback




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns           www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6      7



       Design


      2




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns   www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6      7



       Design


      2




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns   www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6      7



       Design


      2




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns   www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6      7



       Design


      2




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns   www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6      7



       Design


      2




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns   www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6      7



       Design


      2




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns   www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6      7



       Design


      2




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns   www.mailonthemark.com
Really, plan.

Before you get going                       Every time you send out a campaign


Plan                   Design             Create                Review,    Schedule       Send
Content                                   Content               Proofread,
                                                                Test
1                      2                   3                     4              5         6




           Effective Email Marketing for Small Business | Plan Your Campaigns         www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6                7



    Create
    Content                                                                              Schedule all of the steps.
       3
                                                                                                                                                                          pos t
                                                                                                                          t
                                                                                                       Wr ite blo g p o s

                                                                                                                                                                     from cl ie n t
                                                                                                                                               Ask fo r ph o to s
                                                                                                    blo          g pos t
                                                                                 Wr ite in t ro t o                                            C o lle c t e ve n t li
                                                                                                                                                                         s t ing s




                                                                                                             rrec t ph   o to s
                                                                                          Rev ie w, crop, co



                                                                                                                                  proo fread        te st em ai ls
                                                                                                     nten t
                                                                                St art pu tt ing co e
                                                                                in to em ai l te m pl at




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns                                                                  www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6       7



   Review,
   Proofread,
   Test
     4
                                                                                1. Proofread
                                                                                2. Check links / landing pages
                                                                                3. Send Tests


                                                  Effective Email Marketing for Small Business | Plan Your Campaigns   www.mailonthemark.com
Before you get going            Every time you send out a campaign


Plan                   Design   Create             Review,    Schedule   Send
Content                         Content            Proofread,
                                                   Test
1                      2        3                   4                5   6      7



   Schedule
                                                                                    When is the best time
                                                                                    to send your email?
       5




                                                  Effective Email Marketing for Small Business | Plan Your Campaigns   www.mailonthemark.com
                                                                                                                             Clock: Flickr Creative Commons from ☺ Lee J Haywood
Send


                                    6

Effective Email Marketing for Small Business | Plan Your Campaigns   www.mailonthemark.com
Headline

 Grow (and Maintain)
      Your List


  Effective Email Marketing for Small Business   www.mailonthemark.com
Give and You Will Receive

                                                              Discounts, coupons
                                                              Exclusive offers
  Email Address
                                                              Valuable information
                                                              Support & stay up-to-date




   Effective Email Marketing for Small Business | Grow (and Maintain) Your List   www.mailonthemark.com
Opt-in is powerful

                                                      They’ve given their trust.
                                                      Don’t abuse it.




   Effective Email Marketing for Small Business | Grow (and Maintain) Your List   www.mailonthemark.com
                                                                                          Photo: Flickr Creative Commons from ironypoisoning
Pruning and cleaning house
Opt-in is not forever




      Effective Email Marketing for Small Business | Grow (and Maintain) Your List   www.mailonthemark.com
                                                                                             Photo: Flickr Creative Commons from Ewan Traveler
Segmenting




   Effective Email Marketing for Small Business | Grow (and Maintain) Your List   www.mailonthemark.com
Headline

              Reports, Data
               and Testing


  Effective Email Marketing for Small Business   www.mailonthemark.com
What data to look at?




   Effective Email Marketing for Small Business | Reports, Data and Testing   www.mailonthemark.com
Basic reporting




   Effective Email Marketing for Small Business | Reports, Data and Testing   www.mailonthemark.com
Clicks




   Effective Email Marketing for Small Business | Reports, Data and Testing   www.mailonthemark.com
Tracking beyond your ESP




   Effective Email Marketing for Small Business | Reports, Data and Testing   www.mailonthemark.com
Bounces




   Effective Email Marketing for Small Business | Reports, Data and Testing   www.mailonthemark.com
Headline

                Deliverability
                 and Spam


  Effective Email Marketing for Small Business   www.mailonthemark.com
CAN SPAM Act regulations
1.	 Your “From,” “To,” “Reply-To,” and routing information must be accurate.




       Effective Email Marketing for Small Business | Deliverability and Spam   www.mailonthemark.com
CAN SPAM Act regulations
1.	 Your “From,” “To,” “Reply-To,” and routing information must be accurate.

2.	 Don’t use deceptive subject lines.




        Effective Email Marketing for Small Business | Deliverability and Spam   www.mailonthemark.com
CAN SPAM Act regulations
1.	 Your “From,” “To,” “Reply-To,” and routing information must be accurate.

2.	 Don’t use deceptive subject lines.

3.	 Identify the message as an ad.




        Effective Email Marketing for Small Business | Deliverability and Spam   www.mailonthemark.com
CAN SPAM Act regulations
1.	 Your “From,” “To,” “Reply-To,” and routing information must be accurate.

2.	 Don’t use deceptive subject lines.

3.	 Identify the message as an ad.

4.	 Your message must include your valid physical postal address.




        Effective Email Marketing for Small Business | Deliverability and Spam   www.mailonthemark.com
CAN SPAM Act regulations
1.	 Your “From,” “To,” “Reply-To,” and routing information must be accurate.

2.	 Don’t use deceptive subject lines.

3.	 Identify the message as an ad.

4.	 Your message must include your valid physical postal address.

5.	 Tell recipients how to opt out.




        Effective Email Marketing for Small Business | Deliverability and Spam   www.mailonthemark.com
CAN SPAM Act regulations
1.	 Your “From,” “To,” “Reply-To,” and routing information must be accurate.

2.	 Don’t use deceptive subject lines.

3.	 Identify the message as an ad.

4.	 Your message must include your valid physical postal address.

5.	 Tell recipients how to opt out.

6.	 Honor opt-out requests promptly.




        Effective Email Marketing for Small Business | Deliverability and Spam   www.mailonthemark.com
CAN SPAM Act regulations
1.	 Your “From,” “To,” “Reply-To,” and routing information must be accurate.

2.	 Don’t use deceptive subject lines.

3.	 Identify the message as an ad.

4.	 Your message must include your valid physical postal address.

5.	 Tell recipients how to opt out.

6.	 Honor opt-out requests promptly.

7.	 You can’t contract away your legal responsibility to comply with the law.




        Effective Email Marketing for Small Business | Deliverability and Spam   www.mailonthemark.com
Recipients don’t care about anti-spam laws.



Spam is email that the
recipient finds irrelevant.




      Effective Email Marketing for Small Business | Deliverability and Spam   www.mailonthemark.com
There is no
single definition of spam


BEST PRACTICES                                                                             SPAM




      Effective Email Marketing for Small Business | Deliverability and Spam   www.mailonthemark.com
Don’t underestimate how much
people dislike businesses
that send them unwanted or
unsolicited emails.
Why Isn’t My Email Delivered?


                                                             COMPANY
  IP ADDRESS                      DOMAIN                                    INDIVIDUAL
                                                            O ISP SPAM
                                                            OR
     BLOCK                         BLOCK                                    SPAM RULES
                                                               FILTER




   Effective Email Marketing for Small Business | Deliverability and Spam     www.mailonthemark.com
Blacklisting
Headline

          Improving Your
         Email Marketing


  Effective Email Marketing for Small Business   www.mailonthemark.com
About 90 trillion emails are sent per year. There are an estimated 294 billion emails sent per day. 2.8 million emails
are sent every second. The typical corporate user sends and receives about 110 messages daily. The average
number of corporate emails received is 75 per day. The average number of legitimate corporate emails received
daily is 62. The average number of corporate spam emails is 13 per day. 62% of people check work email on the
weekends. 59% check email from the bathroom. 55% of mobile email users upgraded to a new phone just to
get email. 66.7% of emails delivered during the first quarter of 2011 were categorized as marketing messages,
down from 74.4% the previous quarter. Email is the preferred method of commercial communication by 74% of all
online adults. 26% of users check their personal email account 4 or more times per day, 30% check it 2-3 times
per day. 60% of work email accounts get checked 1 or more times a day. 87% of personal email accounts get
checked 1 or more times per day. 63% of mobile email users check their account a minimum of once per day. 57%
of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email.




           Effective Email Marketing for Small Business | Improving Your Email Marketing       www.mailonthemark.com
About 90 trillion emails are sent per year. There are an estimated 294 billion emails sent per day. 2.8 million emails
are sent every second. The typical corporate user sends and receives about 110 messages daily. The average
number of corporate emails received is 75 per day. The average number of legitimate corporate emails received
daily is 62. The average number of corporate spam emails is 13 per day. 62% of people check work email on the
weekends. 59% check email from the bathroom. 55% of mobile email users upgraded to a new phone just to

                       How do you stand out?
get email. 66.7% of emails delivered during the first quarter of 2011 were categorized as marketing messages,
down from 74.4% the previous quarter. Email is the preferred method of commercial communication by 74% of all
online adults. 26% of users check their personal email account 4 or more times per day, 30% check it 2-3 times
per day. 60% of work email accounts get checked 1 or more times a day. 87% of personal email accounts get
checked 1 or more times per day. 63% of mobile email users check their account a minimum of once per day. 57%
of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email.




           Effective Email Marketing for Small Business | Improving Your Email Marketing       www.mailonthemark.com
1.	 Make the content great.
2.	 Use design that enhances your brand.
3.	 Get the frequency right.
4.	 Test.




Effective Email Marketing for Small Business | Improving Your Email Marketing   www.mailonthemark.com
More than 90% of consumers unsubscribe
[to] brands because of too frequent, irrelevant
or boring communications. —ExactTarget




Effective Email Marketing for Small Business | Improving Your Email Marketing   www.mailonthemark.com
Why the “from”
can be more important than
the subject line.



Effective Email Marketing for Small Business | Improving Your Email Marketing   www.mailonthemark.com
Not too few. Not too many.
Just right.




Effective Email Marketing for Small Business | Improving Your Email Marketing   www.mailonthemark.com
Do recipients feel a little
happier or just more annoyed after seeing
your email appear in their inbox?




Effective Email Marketing for Small Business | Improving Your Email Marketing   www.mailonthemark.com
Always be working on content
                                              Create


                                          Content
                        pose




                                                                           Prom
                      ur
                    ep




                                                                               ot
                                     R                                   e

   Effective Email Marketing for Small Business | Improving Your Email Marketing    www.mailonthemark.com
Always improve your tactics

                                       reate/Send
                                      C


                                         Strategy


                                                                            Test /
                     djust




                                                                                   Re
                    A



                                                                  po
                                                                    rt

   Effective Email Marketing for Small Business | Improving Your Email Marketing        www.mailonthemark.com
So many people are getting it
wrong. If you get it right, you can
stand out.




  Effective Email Marketing for Small Business | Improving Your Email Marketing   www.mailonthemark.com
Headline
                              Emily Brackett
                                Visible Logic, Inc.
                               www.visiblelogic.com
                               Mail On The Mark
                             www.mailonthemark.com
                              twitter: @VisibleLogic
                            Facebook: Emily K Brackett
                         Facebook Company: Visible Logic
                                      LinkedIn



  Effective Email Marketing for Small Business             www.mailonthemark.com

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Effective Email Marketing for Small Businesses

  • 1. COMPELLING BRAND IDENTITIES IN PRINT & WEB I DE N TI TY PRINT Effective Email Marketing PU B LI SH I N G For Small Businesses WEB Maine Center for Entrepreneurial Development Visible Logic, Inc. 142 High Street Suite 615 Portland, ME 04101 207.761.4230 visiblelogic.com
  • 2. Headline Emily Brackett Visible Logic, Inc. Mail On The Mark www.visiblelogic.com www.mailonthemark.com www.visiblelogic.com/blog www.mailonthemark.com/blog twitter: @VisibleLogic twitter: @mailonthemark facebook: Visible Logic Effective Email Marketing for Small Business www.mailonthemark.com
  • 3. Headline Why Email? Effective Email Marketing for Small Business www.mailonthemark.com
  • 4. The Best Return Return $40.56 Investment: $1 $22.24 $19.72 $10.51 $7.30 Catalogs Mobile Display Ads Search Email Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com
  • 5. Integrates With Other Channels Social Media Direct Marketing Web Site Blog SEO Sales Networking White Papers Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com
  • 6. Reporting and Data Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com
  • 7. Target, Segment, Refine Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com
  • 8. Builds Your Brand Builds trust Builds relationships Increases brand awareness Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com
  • 9. Keeps Your Brand “Top of Mind” Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com Photo: Flickr Creative Commons from ☺ Lee J Haywood
  • 10. Drives Sales “I send out the e-newsletter... and the phone starts ringing!” Effective Email Marketing for Small Business | Why Email? www.mailonthemark.com Photo: Flickr Creative Commons from Karolina Kabat
  • 11. Headline Plan Your Campaigns Effective Email Marketing for Small Business www.mailonthemark.com
  • 12. Transaction Email Bulk Email Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 13. Email Service Providers (ESP) Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 14. Really, plan. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 15. Really, plan. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 16. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Plan Content 1 blogs News Events ✔Tips Reviews Q&A Articles “Quotations and Testimonials” $AVE Coupons Photographs Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com http://www.visualpharm.com
  • 17. 50 Content ideas 1. Promote your blog posts 11. Photos of happy customers 25. Links to articles you’ve written 38. Insider information 2. Send people to other blogs or 12. Photos of products in action 26. Downloadable white papers 39. Recent work articles you like 13. Employee biographies 27. Personal stories 40. Recent contracts 3. Write product reviews 14. Videos 28. Case studies 41. Thank you’s 4. Write reviews of unexpected 15. Jokes 29. Portfolio examples 42. Account information things (food, movies, books, bicycles, etc.) 16. Cartoons 30. Welcome to new clients 43. Deadlines 5. Client testimonials 17. Charts 31. Welcome to new readers 44. Inspiration quotations 6. Answer a client email as an 18. Statistics 32. Number of products sold 45. Birthday wishes article 19. Industry events 33. External reviews 46. Photos of recent events 7. Tips 20. Technical information defined 34. Behind the scenes at your 47. Photos of completed projects 8. Beginnings of articles, find the company 21. Links to Facebook 48. Giveaways rest on your web site 35. Non-profit partnerships 22. Contests 49. Surveys 9. Coupons 36. Business partnership 23. Links to Twitter 50. Membership and renewal 10. Exclusive offers 37. Frequently Asked Questions notices 24. Links to LinkedIn Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 18. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Plan Content Who is going to write it? 1 Who is going to collect it? Who will prepare the mailing? Do landing pages or new content need to be created first? How will it integrate with other channels? How will you build your list? Who will update the mailing list(s)? Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com http://www.visualpharm.com
  • 19. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Design Match it to your brand identity Make the layout work with your content 2 Test it across platforms Make sure it follows all the anti-spam rules Get feedback Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 20. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 21. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 22. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 23. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 24. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 25. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 26. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Design 2 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 27. Really, plan. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 28. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Create Content Schedule all of the steps. 3 pos t t Wr ite blo g p o s from cl ie n t Ask fo r ph o to s blo g pos t Wr ite in t ro t o C o lle c t e ve n t li s t ing s rrec t ph o to s Rev ie w, crop, co proo fread te st em ai ls nten t St art pu tt ing co e in to em ai l te m pl at Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 29. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Review, Proofread, Test 4 1. Proofread 2. Check links / landing pages 3. Send Tests Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 30. Before you get going Every time you send out a campaign Plan Design Create Review, Schedule Send Content Content Proofread, Test 1 2 3 4 5 6 7 Schedule When is the best time to send your email? 5 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com Clock: Flickr Creative Commons from ☺ Lee J Haywood
  • 31. Send 6 Effective Email Marketing for Small Business | Plan Your Campaigns www.mailonthemark.com
  • 32. Headline Grow (and Maintain) Your List Effective Email Marketing for Small Business www.mailonthemark.com
  • 33. Give and You Will Receive Discounts, coupons Exclusive offers Email Address Valuable information Support & stay up-to-date Effective Email Marketing for Small Business | Grow (and Maintain) Your List www.mailonthemark.com
  • 34. Opt-in is powerful They’ve given their trust. Don’t abuse it. Effective Email Marketing for Small Business | Grow (and Maintain) Your List www.mailonthemark.com Photo: Flickr Creative Commons from ironypoisoning
  • 35. Pruning and cleaning house Opt-in is not forever Effective Email Marketing for Small Business | Grow (and Maintain) Your List www.mailonthemark.com Photo: Flickr Creative Commons from Ewan Traveler
  • 36. Segmenting Effective Email Marketing for Small Business | Grow (and Maintain) Your List www.mailonthemark.com
  • 37. Headline Reports, Data and Testing Effective Email Marketing for Small Business www.mailonthemark.com
  • 38. What data to look at? Effective Email Marketing for Small Business | Reports, Data and Testing www.mailonthemark.com
  • 39. Basic reporting Effective Email Marketing for Small Business | Reports, Data and Testing www.mailonthemark.com
  • 40. Clicks Effective Email Marketing for Small Business | Reports, Data and Testing www.mailonthemark.com
  • 41. Tracking beyond your ESP Effective Email Marketing for Small Business | Reports, Data and Testing www.mailonthemark.com
  • 42. Bounces Effective Email Marketing for Small Business | Reports, Data and Testing www.mailonthemark.com
  • 43. Headline Deliverability and Spam Effective Email Marketing for Small Business www.mailonthemark.com
  • 44. CAN SPAM Act regulations 1. Your “From,” “To,” “Reply-To,” and routing information must be accurate. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  • 45. CAN SPAM Act regulations 1. Your “From,” “To,” “Reply-To,” and routing information must be accurate. 2. Don’t use deceptive subject lines. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  • 46. CAN SPAM Act regulations 1. Your “From,” “To,” “Reply-To,” and routing information must be accurate. 2. Don’t use deceptive subject lines. 3. Identify the message as an ad. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  • 47. CAN SPAM Act regulations 1. Your “From,” “To,” “Reply-To,” and routing information must be accurate. 2. Don’t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  • 48. CAN SPAM Act regulations 1. Your “From,” “To,” “Reply-To,” and routing information must be accurate. 2. Don’t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address. 5. Tell recipients how to opt out. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  • 49. CAN SPAM Act regulations 1. Your “From,” “To,” “Reply-To,” and routing information must be accurate. 2. Don’t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address. 5. Tell recipients how to opt out. 6. Honor opt-out requests promptly. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  • 50. CAN SPAM Act regulations 1. Your “From,” “To,” “Reply-To,” and routing information must be accurate. 2. Don’t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address. 5. Tell recipients how to opt out. 6. Honor opt-out requests promptly. 7. You can’t contract away your legal responsibility to comply with the law. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  • 51. Recipients don’t care about anti-spam laws. Spam is email that the recipient finds irrelevant. Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  • 52. There is no single definition of spam BEST PRACTICES SPAM Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  • 53. Don’t underestimate how much people dislike businesses that send them unwanted or unsolicited emails.
  • 54. Why Isn’t My Email Delivered? COMPANY IP ADDRESS DOMAIN INDIVIDUAL O ISP SPAM OR BLOCK BLOCK SPAM RULES FILTER Effective Email Marketing for Small Business | Deliverability and Spam www.mailonthemark.com
  • 56. Headline Improving Your Email Marketing Effective Email Marketing for Small Business www.mailonthemark.com
  • 57. About 90 trillion emails are sent per year. There are an estimated 294 billion emails sent per day. 2.8 million emails are sent every second. The typical corporate user sends and receives about 110 messages daily. The average number of corporate emails received is 75 per day. The average number of legitimate corporate emails received daily is 62. The average number of corporate spam emails is 13 per day. 62% of people check work email on the weekends. 59% check email from the bathroom. 55% of mobile email users upgraded to a new phone just to get email. 66.7% of emails delivered during the first quarter of 2011 were categorized as marketing messages, down from 74.4% the previous quarter. Email is the preferred method of commercial communication by 74% of all online adults. 26% of users check their personal email account 4 or more times per day, 30% check it 2-3 times per day. 60% of work email accounts get checked 1 or more times a day. 87% of personal email accounts get checked 1 or more times per day. 63% of mobile email users check their account a minimum of once per day. 57% of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email. Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  • 58. About 90 trillion emails are sent per year. There are an estimated 294 billion emails sent per day. 2.8 million emails are sent every second. The typical corporate user sends and receives about 110 messages daily. The average number of corporate emails received is 75 per day. The average number of legitimate corporate emails received daily is 62. The average number of corporate spam emails is 13 per day. 62% of people check work email on the weekends. 59% check email from the bathroom. 55% of mobile email users upgraded to a new phone just to How do you stand out? get email. 66.7% of emails delivered during the first quarter of 2011 were categorized as marketing messages, down from 74.4% the previous quarter. Email is the preferred method of commercial communication by 74% of all online adults. 26% of users check their personal email account 4 or more times per day, 30% check it 2-3 times per day. 60% of work email accounts get checked 1 or more times a day. 87% of personal email accounts get checked 1 or more times per day. 63% of mobile email users check their account a minimum of once per day. 57% of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email. Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  • 59. 1. Make the content great. 2. Use design that enhances your brand. 3. Get the frequency right. 4. Test. Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  • 60. More than 90% of consumers unsubscribe [to] brands because of too frequent, irrelevant or boring communications. —ExactTarget Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  • 61. Why the “from” can be more important than the subject line. Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  • 62. Not too few. Not too many. Just right. Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  • 63. Do recipients feel a little happier or just more annoyed after seeing your email appear in their inbox? Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  • 64. Always be working on content Create Content pose Prom ur ep ot R e Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  • 65. Always improve your tactics reate/Send C Strategy Test / djust Re A po rt Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  • 66. So many people are getting it wrong. If you get it right, you can stand out. Effective Email Marketing for Small Business | Improving Your Email Marketing www.mailonthemark.com
  • 67. Headline Emily Brackett Visible Logic, Inc. www.visiblelogic.com Mail On The Mark www.mailonthemark.com twitter: @VisibleLogic Facebook: Emily K Brackett Facebook Company: Visible Logic LinkedIn Effective Email Marketing for Small Business www.mailonthemark.com