Presented byAntoine Dupont

AgendaFundamentals of Email MarketingDo’s & Don’t – Words and Phrases to Avoid7 elements of an Email Marketing pieceConclusion with Q&ACopy of presentation + free tool kit at the

end*6 to mute - *6 to un-mute

Let’s get grounded

Email Marketing generates traffic

Over 180 million websites in the world with over 25 billion pages!!

●Your Email Marketing is more important than your website●Email Marketing is the conduit to your website

How People get to Your Site?• Google Adwords (pay per click)• Organic searches (Website Optimization)• Referrals• Blogs and News Articles • Listings and Association directories• Email Signature (too often overlooked)• Brochures• Advertisement in Magazines• Email marketing

(can generate 90% of traffic that sticks to your site)

Your Email DatabaseOpt in mechanism is a mustOpt out is the law (CAN-SPAM)Build your list – keep it freshUse email to deepen your relationship with

members on “The List”

Make sure your email is openedBut your First “Objective” is to make sure

it’s delivered!Spam & Junk folders filter by:

Words in the subject line & in the bodyPhishing (links that don’t match)Black listed server

www.mxtoolbox.com/blacklists.aspx Search by IP address (ask your IT dept)

Words to AvoidHow to Avoid SPAM Blockers and Junk

Folders:Free, Amazing, Buy now, New, Money, Congratulations, Dear friend, Great offer, Guarantee, Investment, Maximize, $, New Opportunity, Sale, Order Now, Powerful, Profit, Special, Promotion, Winner, ALL CAPS WORDS, !!!

“Extra income” or “for FREE” with a “?” Or a “!” Full list available with presentation download

This is how people read emails1. Okay, who sent me emails today?

Curious and eager to receive and read emails2. I’m busy and I have just enough time to read the

good stuff They scan for a) personal stuff b) important business emails

c) other emails that they have time to read3. Let me delete all the junk mail so that it doesn’t

clutter up my inbox They are inundated with commercial emails and free

newsletters – and their forefinger is positioned on the trigger, ready to click on delete in a rapid motion

4. My inbox is a private and personal space, and I don’t want strangers and salespeople invading my privacy

Their inbox is a sacred place and they are protective of it, inviting only friends, relatives, colleagues and select business acquaintances to enter

Email Statistics as of…2009!39 Trillions emails/year80% of all email traffic is SPAM!5% check emails 4 times a day20% check emails 10 times a day35% of email recipients open email based

on the subject line alone 69% of email recipients report email as

Spam based solely on the subject line43% of email recipients click the Spam

button based on the email “from” name or email address

Average of 3,500 marketing messages/week

Prepare yourself

1. Who is your target?(buckshot vs. bulleye)

Vendor Member – Male – 35-50 years old

2. What is their frame of mind? (know this before writing a single word)

Anxious, Concerned, Optimistic, Wasting time…

3. Make a list of 5-10 subjects (consistent with mindset)

It’s Relationship MarketingLeverage your relationship with people in your

databaseEmail gives people the chance to know you and

trust youMust have “EMPATHY” – Capacity to

understand the recipient (put yourself in their shoes)

The more sensitive you are to someone’s frame of mind, the more persuasive you can occur as: “I understand you”“I hear you”

Your Focus – Your Frame of Mind

1. You’re writing just to them (not everybody, just them)

2. Write the way you speak3. Don’t be creative or formal or sarcastic or pompous4. It’s ok to be colloquial5. Use contractions (It’s and we’ll instead It is and we

will)6. No marketing or corporate speak7. Get real, be real8. Mirror the language (use keywords they can relate

to)

Some Basic Rules1. Use real email and real name2. Do not use “sales@” or “info@”

(rejected by most spam filters)3. Do not use in the body the words:

“click here”, “unsubscribe”, and “to be removed”

Please delete my email from your database

4. Use Lyris content checker at www.lyris.com/contentchecker

1 – Compelling Subject Line• You’ll either WIN or LOSE at the subject line• 5 words – 35 characters is the goal• Beg to be opened, Make it personal (WII-FM)• Open a loop with an open statement or question

• “Now you can…”, “7 reasons why…”, “This is how…”, “Here’s the way…”, “About your…”, “At last…”

• Use ellipsis point at the end of subject line…• Nobody cares about your company name…at first

Words to avoid in subject line:Buy, Discount, Free, Maximize, Money, Opportunity,

New, Power, Profit, Powerful, Investments, Special

2 – First Opening ParagraphAvoid the “Dear ______”Identify who you are and establish

rapportTwo sentences max.Ask them to write something downor Check all that applyEnd with bulletsMake them say: “I feel like I know you”

3 – Stay on PointInverted pyramid – important info firstShort and SweetPeople are busy, don’t waste their timePut instructions for opting out at the end

4 – Just one messageLead your reader with one

intended messageNo Multi-topic emailHalf page format preferredLinks to more if neededReaders have a short attention

span (3 to 8 seconds)

5 – Provide ValueReward readers for their undivided attentionProvide useful Info and Facts (real &

interesting)Did you know that…1 out of 5 visitors does this…

6 – The BenefitNot enough to say what the offer is……you need to demonstrate how it benefits

them(what’s in it for me?)Try our complimentary

[service/product/item] for a week...so that you can [benefit to them]

7 – Call to ActionTell the prospect what to do nextRequest a consultation today!

Toll : call 1-800-…. (notice I didn’t use “toll free”)Email: yourname@....Go to: www.company.com/offer

Offer multiple options to take actionAdd a “PS:” before your signature (usually read

first)PS: Call today because…

3 Bad examples then 3 Better ones

2-3 campaigns per Meeting – 10-20 per product/service

The 3 most important things in Email Marketing are:Measure, Measure & Measure

Brainstorm with your team & ask your clientsConsider you don’t know what’s important to

your clientsWhat really works sometimes doesn’t

Final thoughts

Questions & Answers

Copy of presentation & free tool kit available at www.adminesolutions.com/emailmarketing

Credits“New Rules of Marketing & PR” – by David Scott

“Web Copy that Sells” – by Maria Veloso“Instant Advertising” – by Brad Sugars