Post on 29-Dec-2015
transcript
Effective Email Marketing
Leif C. YoungbergCo-founder
CoolerEmail.com
March 19, 2003
tools and strategies…
Tools of the Trade
Specialized email marketing engines ASP Model Wide range of offerings (self-service, high-
volume, agency) Features and Benefits
Easy to build emails Easy to send emails Easy to track emails Extraordinary ROI
Integrated website analytics software
The Fundamentals Target Audience -Who are you sending to?
Everybody you know? Customers? Prospects? Subsets?
Message-Why should they read it? Relevant Personalized Professional Appealing call to action
RSVP Take Survey Great offer – buy now!
Your Mailing List Establish it
Pre-existing business relationship (from CRM system) NO SPAM
Maintain it (automatically) Unsubscribes Bounces Update information
Grow it (automatically) Website sign-ups (optin/double optin) Send to Friend/referral program
Organize/Segment it By demographic/geographic fields E.g., “prospects” in “New York”
Collect subscribers…
To these mailing lists…
Website sign-up forms
Building your Message (1 of 4)
Templates Build the “look & feel” once Website banner, style sheets, colors, etc. Specific templates for specific purposes
Content/Editions (“cut and paste”) Monthly Weekly Event driven (birthdays) Triggered Emails (e.g., 7 days after signing up)
Advanced Options/Examples Custom HTML Flash Streaming Video
Building your message (2 of 4)
Templates
Building your message (3 of 4)
Content/Editions
Building your message (4 of 4)
Advanced Options/Examples
Sending your message
Tracking---introduction (1 of 5)
Summary data Sent Read Clicked Unsubscribes Bounces
Individual data Website data CRM data
Tracking---basic
(2 of 5)
Tracking---charts (3 of 5)
Tracking---web logs (4 of 5)
Tracking---data mining (5 of 5)
Contact management
Example 1.1---CoolerVAR
Example 1.2---CoolerVAR
Example 1.3---CoolerVAR
Example 2 --- Bill Clinton
Conclusion
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