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Email marketing best practices

Learn to increase the response and performance of your emails through these basic best practices for email marketing.

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Email marketing best practices

  1. 1. Email Marketing 101<br />Building relationships, not lists<br />
  2. 2. Why email?<br />Newspaper<br />Lower cost than postcard or regular mailing.<br />Quicker turn around time to get message out.<br />You can measure and track results!<br />You can target and personalize better!<br />Better tool for building & maintaining customer relationships.<br />Email<br />Flyers<br />Postcard or mail<br />
  3. 3. Does anyone read emails?<br />Beyond the Click: The Indirect Value of Email<br />
  4. 4. Deliverability<br />Geek Speak Alert!<br />Open rate<br />3 keys to email marketing<br />Conversion<br />
  5. 5. Tips on deliverability<br />#1 Use a good Email Service Provider (ESP).<br />ESPs have relationships with major Internet Service Providers (ISPs) & take care of all the techie stuff.<br />Write accurate subject lines and relevant content!<br />
  6. 6. Subject Line best practices<br />Your subject line should describe the subject of your email.<br />Always set your subscribers' expectations during the opt-in process about what kinds of emails they'll be receiving.<br />Don't confuse newsletters with promotions. If your email is a newsletter, put the name and issue of the newsletter in your subject line. Because that's what's inside. If your email is a special promotion, tell them what's inside. Either way, just don't write your subject lines like advertisements.<br />When it comes to email marketing, the best subject lines tell what's inside, and the worst subject lines sell what's inside.http://www.mailchimp.com/articles/email_marketing_subject_line_comparison/<br />
  7. 7. Writing subject lines<br />Start your subject line with a verb focused on the value to the customer without selling to hard.<br />Personalize (as appropriate)<br />Ex. “Get 20% discount this Friday”or “Josué, get a free desert for your birthday”or“Celebrate spring time with your product”<br />The only thing that matters is your customer: TEST!<br />Let’s try it!<br />
  8. 8. Focus on the end goal<br />Don’t overload your customer with information.<br />Use your website toexpand as needed.<br />Keep it simple and<br />Easy to read.<br />Provide multiple linksto your end-goal<br />
  9. 9. Some examples…<br />
  10. 10.
  11. 11. Kilby Cream<br />
  12. 12. Spanish Fiestas Tours<br />
  13. 13. [Perfect Petals Florist & Gifts, Inc.] SUBJECT LINE:Bring spring home with fresh flowers!<br />Other Suggested Subject Line:<br />Shake the winter blues with fresh flowers. Shop now.<br />
  14. 14. Get $30 gift certificate, meet author Lucie Snodgrass, enjoy the best beef in the East coast.<br />
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  16. 16.
  17. 17. Building your list (even if you don’t have a website)<br />
  18. 18. Building a list online…<br />Be an expertWrite about a helpful service or product that you are an expert at and make it into a PDF available upon newsletter subscription (ie. 10-Step Guide to...). <br />Advertise yourself Offline Through print advertising promote the value of your newsletters and point the URL to your signup page.<br />Strong Website Call-to-Actions Have prominent areas on your site that allow users to either instantly provide their email address or link to a newsletter signup page. <br />Social MediaPromote the value of your newsletters on Twitter, Facebook, and Linked-in with direct links to your signup page.<br />
  19. 19. Recommended providers:<br />
  20. 20. http://aweber.com/?337896<br />
  21. 21. http://www.mailchimp.com<br />
  22. 22. Let’s try it!<br />
  23. 23. Questions?<br />Josué Sierra<br />www.innove3.com<br />www.facebook.com/innove3<br />