Email Marketing StrategyThe HAM recipes...

All Ham & No Spam

Email marketing tips and strategies for small businesses.

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Agenda

SPAMHAMWhy make HAM?Recipes for making HAMGetting HAM DeliveredFinding HAM Lovers

Let’s talk about that evil…

What is SPAM?

Spam (spām) - unsolicited bulk commercial electronic mail message

CAN-SPAM

CAN-SPAM defines a "commercial electronic mail message" as "any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service (including content on an Internet website operated for a commercial purpose)." It exempts "transactional or relationship messages."

Realistically, SPAM is just EMAIL

PEOPLE DON’T WANT TO RECEIVE.

That’s why it’s all

about HAM

HelpfulActionableMessages

Why bother making HAM?

Build awarenessBuild rapportGenerate return salesGenerate new leads and sales

2008 study by the Direct Marketing Association,THE ROI FOR EMAIL

MARKETING WAS $48FOR EVERY DOLLAR SPENT!

Email marketing can make you SERIOUS MONEY.

The funny thing about email…

It’s almost always more cost effective to marketing to current prospects and clients than to keep on trying to find new clients.

Types of HAM

Newsletters

Special Offers/Sales

Webinars

Free Information

Educational

Events

Autoresponders

Email marketing isn’t a one time email…it’s a SERIES OF

MEANINGFUL COMMUNICATIONS

Action Item:Create a list of the marketing

emails you currently send out and a list of marketing emails you know

you should send out.

HAM Recipes

Keep it helpful using TARGETED MAILING LISTS

Segment by:Product lineSales process milestonesCustomer typesBusiness verticalRepeat vs. one-time customers

Action Item:Create a list of the various

segments you’d want to send targeted marketing messages to.

MAKE YOUR EMAIL MESSAGES

ACTIONABLE

If there is no action in your marketing email, is it really worth sending?

No.

Email Actions:Special offersEvaluation/assessmentsWebinarsDownloadsCheck out our…

Action Item:Create a list of offers, events, etc.

that you use to get your clients and prospects to interact with you.

HAM Tips

Subject Line Tips

Identify yourself!

Entice

Include your offer in the subject line

Spend some time on it!

“FROM”Address Tips

Use a “from” that’s recognizable to your

recipients.

Body Content Tips

Image Tips

Not everyone will see your images. Make sure the message

makes sense without them!

Always use “alt” tags to describe the images

Prepare for the

PREVIEW PANE Most important information

should be at the top.

When someone is opting into your emails, give them the option of

having HTML or text only emails.

Every email you send should give recipients the option to

UNSUBSCRIBE

Process Your

UnsubscribesIMMEDIATLY

Always TEST emailsbefore you send them out.

Email Test Checklist:Verify subject line textCheck body content for errorsCheck HTML & non-HTML versionsCheck the overall layoutCheck all imagesCheck to make sure all links work!

Check on multiple providers:GmailHotmailYahoo! MailOutlookApple MailAOL Mail

Landing Pages

If you have an offer in your email, you should have a landing page.

NO HOMEPAGE LINKING

Keep look and feel of your email templates and landing

pages similar.

HAM Delivery

Getting emails reported as SPAM is a common way to get your

emails blocked.

Ask yourself this question:

Is this HAM or SPAM?

Target, Target, Target

Double opt-in increases your deliverability

(not to mention the quality of your list.)

Email Deliverability DON’TS

Excessive punctuation!!!!!!

Mispeld Words

W#rds $pelledW!th $pec!alCh@r@cter$

Too many images vs.

text

EXCESSIVEUSEOFCOLOREDFONTSANDBACKGROUNDS

Excessively

LARGEorsmall

Fonts

Use an embedded style sheet, not font tags,

where possible.

STOPWords

AdultGamblingContest relatedMedicalWeight lossFinancialDating

Lookout for

words withmore than

one meaning!

Finding HAM Lovers

Provide sign ups for special offers, newsletters, etc. in your communications and

on your website.

Make it easy for users to share your communications

and your website.

Add opt-ins to your sign-up/purchasing

process.

Give away useful content & collect contact info in the

sign up process.

Run a contest.

Find cross-marketingopportunities.

Build awareness for your email communications

through SOCIAL MEDIA.

Do a webinar!

Offline Engagement

Marketing to a good list is

cheaper than marketing to get new prospects

That’s it!Hope you enjoy the recipes...