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: [email protected] 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