1. The Power! of E-Mail Marketing! Presenter: Randy Aimone

2. Introductions Inigo Montoya In one (1) Breath or less: Your Name Your Business What you do for a living 1 thing that you want out of this seminar

3. About the Presenter Simple, Effective, Affordable Small Business Marketing Randy Aimone, MBA “Business Pediatrician” 845 597 7039

4. Today’s Agenda 1) Who you can effectively reach via E-mail2) Why and how you should develop an E-mail marketing mailing list.3) How NOT to use E-mail marketing 4) E-Mail Programs that will help you to maintain an E-mail list, keep your sanity, and stay out of jail . 5) How to create great E-mail content so your list that actually reads your E-mails 6) Your Questions & Concerns not covered

5. Small Business Marketing, In 2 Minutes

6. The Marketing Hourglass © Duct Tape Marketing – all rights reserved

7. The Marketing Hourglass © Duct Tape Marketing – all rights reserved

8. Permission vs. Interruption

9. Permission vs. Interruption Permission- Customers seek you. The Art & Science of communicating with your customers at the: Right place, Right time Right message

10. Permission vs. Interruption Interruption- Mass Media- Newspaper, Radio, TV, Magazines. Content & messages you Are NOT looking for.

11. Who can you reach via E-mail?

12. Who can you reach via E-mail? Nearly everyone with a wallet

13. What is the US population % that checks E-mail at least weekly?

14. What is the US population % that checks E-mail at least weekly? 2009 Estimates: 73-85%

15. What is the US population % that checks E-mail at least weekly?

16. So who does NOT use E-mail? The Very Old The Very Poor Those in much trouble The Very Young

17. Who Does use E-mail? Your Customers!!!

18. Why and how to develop a E-mail marketing newsletter list Why? So you have people to E-mail To Get Customers who Know you to Like, Trust, Try, Buy, Repeat and refer you.

19. Question: Can’t I buy lists like I can with regular mail ?

20. Question: Can’t I buy lists like I can with regular mail ? YES! BUT….

21. Question: Can’t I buy lists like I can with regular mail ? BUT…. Dangerous, Expensive, Inaccurate & Danger of Anti-Spam Laws.

22. Who to Develop an E-mail Newsletter List For? Current Clients Past Clients Chamber & Networking Contacts Strategic Partners Prospects Should it include Everyone?

24. Make Sure you give Value

25. Ask your customers & ProspectsDo Promise (and keep it!) not to sell, give away or abuse your E-Mail Addresses

26. HOW to develop an E-Mail marketing list You are ALWAYS clear if you send an opt-in message to someone as your first E-mail

27. Anatomy of E-Mail

28. Anatomy of E-Mail

29. Anatomy of E-Mail

30. Anatomy of E-Mail

31. Anatomy of E-Mail

32. Anatomy of E-Mail

33. Anatomy of E-Mail

34. Anatomy of E-Mail

35. How to Use E-Mail Marketing to confuse, Alienate and loose customers

36. Using E-mail to confuse, Alienate and loose customers Copy & paste industry jargon For purposes of determining the amount of FET due under Rev. Rul. 2008-15 with respect to premiums paid during the quarterly tax period October 1, 2008, through December 31, 2008, a Taxpayer may use the safe harbor formula, described in Example 5, to compute the FET due on the Form 720 return. A Taxpayer is not limited to the safe harbor formula; however, the safe harbor formula is a method the IRS has determined to be an acceptable method for calculating FET on transactions covered under Rev. Rul. 2008-15.

37. Using E-mail to confuse, Alienate and loose customers Send your entire E-mail as a Picture “ Attachments, pictures and links in this image have been blocked for your safety”

38. Using E-mail to confuse, Alienate and loose customers Don’t separate your customers from prospects From: A company I’ve never heard of before… Subject: Just updating everyone on shipping. Yes, we are shipping. That means those who placed pre-orders in May will be seeing shipping notices within the next day or so. We hope to have all orders out by this weekend. We are spending quite a bit if time answering emails to the same question so we thought it best to let you all know what's happening with one email blast.

41. Txt Abvs

42. ALL CAPSSend too many E-mails…

43. Why is a better lunch meat than Marketing tactic

44. Why is a better lunch meat than Marketing tactic The Can-Spam Act of 2003 “Controlling the Assault of Non-Solicited Pornography And Marketing”

45. Why is a better lunch meat than Marketing tactic Your Spam is Canned if: Unsubscribe compliance A visible and operable unsubscribe mechanism is present in all emails. Consumer opt-out requests are honored within 10 days. Suppression lists are can only be used for compliance purposes. Content compliance Accurate from lines (including "friendly froms") Relevant subject lines A legitimate physical address of the publisher and/or advertiser is present. A label is present if the content is adult. Sending behavior compliance A message cannot be sent to a harvested email address A message cannot contain a false header

46. Why is a better lunch meat than Marketing tactic Fines of up to $1,000,000 for an individual Fines of up to $10,000,000 for a corporation

47. Why is a better lunch meat than Marketing tactic More Practical: If your customers feel you are Spamming them, you loose one of the most effective marketing tools currently available

48. Question:How Often Should I Send out E-mails? That depends- How often do your best customers purchase from you? Up to twice as often as the purchase cycle is “appropriate” At least 6 a year is a minimum. More often if you make it funny or highly informative (ideally both)

49. Should I use an E-mail program?

50. Why use an E-mail program? Negatives: Expensive A new program to learn I can E-mail from G-mail/AOL/Hotmail/ Outlook/Yahoo/RoadRunner/…

51. Why use an E-mail program? Positives Can send mass E-mails easily Won’t close your E-mail account when you get rejected E-mails Whitelists you so Gmail, AOL, Yahoo, etc. let your mail through Gives you stats, figures and good data Eliminates risk of $1,000,000 - $10,000,000 fine.

52. Recommended E-Mail Programs Constant Contact Swiftpage

53. Recommended E-Mail Programs “Introductory” “Advanced” & Drip Marketing

54. Writing E-Mail Messages

55. Content is King 1/3 of a second to get a client’s attention Subject line is VERY Important Entice your prospect to open your E-mail DO NOT BE SALESY

56. BAD Subject Lines Last Minute Gift - We Have The Answer Valentines - Shop Early & Save 10% Give a Gift Certificate this Holiday Valentine's Day Salon and Spa Specials! Gift Certificates - Easy & Elegant Giving - Let Them Choose Need More Advertising Value From Your Marketing Partner? [COMPANYNAME] Pioneers in Banana Technology Renewal Now Offering Banana Services! It's still summer in Tahoe! [COMPANYNAME] Holiday Sales Event The Future of International Trade [COMPANYNAME] for your next dream home. You Asked For More... LESS than a 15% response!!

57. Great E-Mail Subject Lines [COMPANYNAME] Newsletter - February 2006 [COMPANYNAME] and [COMPANYNAME] Invites You! Happy Holidays from [COMPANYNAME] Invitation from [COMPANYNAME] [COMPANYNAME] Jan/Feb 2006 Newsletter Upcoming Events at [COMPANYNAME] [COMPANYNAME] Coffee Exchange - Post-Katrina Update We're Throwing a Party October 2005 Newsletter [COMPANYNAME] Racing Newsletter Up to an 87% Response!

58. The Lesson? BE Authentic Say what is in the E-mail and it stands a better chance of being read! Unopened E-Mails are Expensive Run split A/B Tests until you know what YOUR clients want from you

60. NO Sales pitches