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6 Email Marketing Campaigns for Lead Generation

Adina Zaiontz

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What we will cover

• Email Strategy• 6 email campaign types

– Acquisition – Retention– Seasonal– Social– Transaction– Special Purpose

• Process of email campaign planning• Our services• Resources

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What is your Email Marketing Strategy?

• Most new businesses don’t have one• Regular strategic emails help increase mind share &

keep you top of mind• Put together ready made emails for different

business/ marketing situations:– New customer introductions– Old lead follow ups– Holiday greetings– Transactions– Social media building

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Acquisition Email

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The Acquisition Email• What’s it for?

As the name suggests this campaign model is about new business acquisition. The acquisition email is an opportunity to introduce your business to people who have had little or no exposure to you.

• Who it goes to:New prospects, trade show leads, first time purchasers, networking contacts, purchased or rented lists (where a publisher emails on your behalf), “cold” emailing.

• Hallmarks/ Typical Subject Lines:– Join the Club– Welcome to ….– Thanks for signing up

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Subject Line: Welcome to gapcanada.ca. Enjoy this Special Offer!

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Subject Line: Business Courses for Non-Business Majors. GTA Program Starts Sept. 9th

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Subject Line: Great seeing you!

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Subject Line: Let's start the coversation

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Retention Email

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The Retention Email• What’s it for?

The retention email is meant for the “sleeper” prospects on your lists. The idea of this campaign is to remind your prospects that you exist, and to prompt them to take action.

• Your typical “bread and butter” promotions

• Who it goes to:– Your regular lead list, prospects you haven’t heard from in a while.

• Hallmarks/ Typical Subject Lines:– Back to School Early Bird Sale– Coupons– Thank You– Newsletter– Incentive– Cross-sell/ Upsell– Thank you– Event Invitations

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Subject Line: Last Call for Back to School Savings

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Subject Line: March News from Elli Davis

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Subject Line: How to smurf yourself some clients.

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Subject Line: The Perfect Ring for Any Occasion

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Subject Line: Can cash flow management be improved for your small business?

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Seasonal Email

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The Seasonal Email• What’s it for?

Similar to the retention email, the seasonal email model leverages the season as an opportunity to remind your prospect about your business relevance year-round.

• You may choose to send a simple, non-salesy “Happy Holidays”, or be more aggressive with a Holiday coupon, sale or seasonal special, depending on your business or relationship with your list.

• Who it goes to:Your regular lead list, prospects you haven’t heard from in a while.

• Hallmarks/ Subject Line:– Holiday Greetings– Memories and Milestones from 2013– Happy Valentine’s Day– Seasonal sales and specials

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Subject Line: Happy Holidays from Deerhurst Resort!

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Subject Line: Happy Holidays... here is some advice.

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Subject Line: Adina, file your taxes before the deadline

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Subject Line: Bring a new iPhone back to school. And get $50 in apps.

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Subject Line: Boxing Day ‘Sneak Peek’

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Social Email

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The Social Email

• What’s it for?– The Social Networking email model leverages your email list to

grow your following on Facebook, Twitter, Linkedin or other social networks.

• Who it goes to:– Your regular lead list, prospects you haven’t heard from in a while.

• Hallmarks/ Subject Line:– Join us on Facebook– Follow us on Twitter and get 30% off– Facebook contest/ coupon– Check out our Pinterest Gallery!

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Subject Line: Like us on Facebook!

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Subject Line: Win FREE Stationery with Pinterest!

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Transactional Email

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The Transactional Email

• What’s it for?– The Transactional email relates to any “automated”/ business

process/ accounting related email, which may not be typically used for promotion. This is still an opportunity to say thank you, ask them to rate you online, present your other services or upsell.

• Who it goes to:– Regular customers

• Hallmarks/ Subject Line:– Thank You– Email Receipts– Account Change Notices

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Subject Line: Rogers Wireless account change confirmation # 26954289

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Subject Line: MyFax Billing Statement

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Subject Line: Thank you for your business with Nice Care Living

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Special Purpose Email

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The Special Purpose Email

• What’s it for?– Special purpose/ special audience emails like press

releases, surveys, evites• Who it goes to:– Depends on email type– Surveys: customers– Press Releases: media

• Hallmarks/ Subject Line:– See PRWeb for press release title ideas

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Subject Line: Newsalert: Actuate - Xenos Group to exhibit with The American Foundation for the Blind

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Subject Line: Take a Marketing Survey - Win a MacBook Air

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Subject Line: Can cash flow management be improved for your small business?

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email campaign process

• Consultation• Strategy/ Brief• List Purchase/ Research (if needed)• Copywriting• Design• Coding• Testing• Deployment• Campaign Report

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napkin marketing email examples

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Subject Line: 2013 Real Estate Tax Tips Newsletter

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Subject : Are you available to connect at the ICSC Conference next Thursday in Toronto?2013 Real Estate Tax Tips Newsletter

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Subject : New 5 Week Lunchtime LEGO Building Programs Starting Now

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Subject Line: TSC Test Drive – Tell a Friend!

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Subject Line: You're Invited to Yahoo! Canada's Exclusive Jan. 27th Homepage Launch Party

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Subject Line: Sexy Valentines Day Gifts...Plus Free Shipping

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Subject Line: Tweet Your ECM challenge in ONE WORD for a chance to Win a new iPad!

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Subject Line: News Release: The Ultimate "Sports Fan Wall" Photo Contest

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Final Tips

• Do email• DO hoard SPAM (but only the good kind)• Keep a swipe file of competitive emails• DO get permission• DON’T Be afraid to email legitimate business

contacts (we do have until 2017 to get permissions up to date).

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resources

• Email Institute – Lots of examples• FightSpam.gc.ca – Spam Laws• Email on Acid – tests email on various platforms• WhichTestWon – Tests varipous aspects of email

and web design for response and performance • Campaigner – Email Software• Aweber/ Formstack – permission management

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No Time for All This?

• Don’t have time to become an email marketing ninja? We can help!

• napkin marketing is a digital marketing agency which manages the email marketing process for you.

• For a free estimate, call Adina Zaiontz289.597.6600 | adina@napkinmarketing.com