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Optimized! www.MaryBowling.com Mary Bowling Twitter: @MaryBowling Blog: www.MaryBowling.com Google+: [email protected] www.LocalU.o rg Introduction to Email Marketing
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Mary BowlingTwitter: @MaryBowling
Blog: www.MaryBowling.comGoogle+: [email protected]
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Introduction to Email Marketing
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Communicating via email with people who have given you permission to do so
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What Is Email Marketing?
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It’s more about engaging with people and NOT always about selling
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Email Marketing = Engagement
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To stay in contact with your current customers and others who have expressed interest in your business
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Why Use Email Marketing?
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Why Engage With Current Customers?
It costs about 6 times more to gain a new customer that it does to keep a current customer
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Why Engage With Current Customers?
Current customers refer new customers to you along with their recommendation
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Why Engage With Current Customers?
Repeat customers spend more money with you than new customers
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Email Marketing has the best ROI (return on investment) of all online marketing methods!
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Why Use Email Marketing?
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Why Use Email Marketing?
Direct mail marketing costs 20 times more than email marketing to get the same response
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Why Use Email Marketing Software?
Easy to use•Support and training•Better, more consistent branding•Better formatting, more visually appealing
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Why Use Email Marketing Software?
Industrial strength features and pros have your back•Send more emails at once•Get better delivery rates•Stay off spam lists•Get tracking metrics
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Why Use Email Marketing Software?
Easier list management and compliance with regulations•Add subscribers•Remove unsubscribers•Deal with bounce backs
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Some of your choices:• Mail Chimp
• http://www.mailchimp.com/
• Constant Contact• www.constantcontact.com/
• Vertical Response• http://www.verticalresponse.com/
See More Choices and Reviews: http://www.nextadvisor.com/email_marketing/compare.php
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Choosing Email Marketing Software
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Cost vs needs:• Free or Free Trial
• Try before you buy
• Pay As You Go• Pay for what you need when you need it
• Monthly subscription • (often less than $10/mo)
• List size• More addresses costs more
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Choosing Email Marketing Software
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Features to consider:• Free templates• Tutorials and training materials• Online Support• Mobile-friendly emails
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Choosing Email Marketing Software
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Mobile-Friendly Email Required!
42% of all emails are now opened on a mobile device!• Increased by 120% in past 18
months• Increased by 138% in the 18
months before that
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Set up online forms where you can
Link to these forms from other online places
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Collecting Email Addresses
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Collect email addresses at your place of business
Ask in person and over the phone
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Collecting Email Addresses
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Collect email addresses at events where you are speaking, networking, exhibiting, etc
Get explicit permission to email people
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Collecting Email Addresses
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Consider offering something of value in exchange for an email address
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Collecting Email Addresses
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Email Address Magnets
FreebiesCouponsDiscount codesLoyalty perksE-booksWhitepapersUseful Tools
Insider TipsStatisticsGuidesHow To’sFAQsContest EntryVIP Status
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Segment Your Email Lists
Segment lists into meaningful groups
Have people self-segmentBUT don’t require too much
information
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Email Marketing vs Email Spam
The receiver decides what is spam, not the sender
If it’s something they want to see, it’s not spam
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Don’t email market w/o understanding its permission-based nature and the regulations that govern it.
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Is Email Marketing Spam?
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Most email marketing software is very sophisticated.
Get the basics down first!
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Walk Before You Try to Run
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Start collecting addresses, even if you’re not sure what to do with them, yet
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What’s Next?
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If you already have a list, start thinking about how to leverage it to engage, build relationships and gain trust with current and prospective customers.
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What’s Next?
THANKS!
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Mary BowlingTwitter: @MaryBowling
Blog: www.MaryBowling.comGoogle+: [email protected]
Class information: http://www.marybowling.com/local-search-optimization/local-search-classes-at-planet-ocean
/
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