© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
About the presentersAngie MurphyAngie Murphy is Director of Integrated Marketing at Deluxe, where she wrangles email marketing programs for several different brands. Angie has more than 15 years of email marketing experience with businesses that range from tiny startups to Fortune 100 enterprise corporations.
Reid Yoshimoto
Reid Yoshimoto is the Email Marketing Specialist at Deluxe. Reid runs email marketing for the Deluxe family of brands and has a deep tactical understanding of best practices for email marketing and list management.
Additional section sub-divider colors are available in the Slide Layouts – Gold, Orange and Plum. Click the bottom of the New Slide button and select the appropriate layout from the New Slide gallery.
Note: This textbox will not appear on your slide when projected.Starting your email list
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Why should you use email marketing?
• All about that ROI• Email marketing can show a $38 return per $1 invested
• People are tuned in• 98.4% of Americans check their email at least once a day• 33.8% of people check their email constantly throughout the day
• Turn prospects into customers• Companies who excel at lead nurturing generate 50% more
sales-ready leads, at a 33% lower cost (Forrester Research)• Nurtured leads make purchases that are 47% larger than those of
non-nurtured leads (Annuitas Group)
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
The basics of email list creation
• What do you want to accomplish?• Engagement? Education? Conversion?
• How will you maintain your list?• Consider Can Spam, data hygiene and automation tools
• Who is your audience?• Your data tells a story
• What content will you offer?• Casting a wide net vs. personalization
Additional section sub-divider colors are available in the Slide Layouts – Gold, Orange and Plum. Click the bottom of the New Slide button and select the appropriate layout from the New Slide gallery.
Note: This textbox will not appear on your slide when projected.Building your email list
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Identify your target audience
• Use your goals determine your ideal audience • What is the most likely group to drive the results you want
• Harness the interested• Capture people who seem likely to engage with you
• Don’t set yourself up for trouble• Buying lists is tempting but increases risk of complaints, bounced
addresses, unsubscribes, and accusations of spam
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Offer email preferences
• Ask them to opt-in• Unsolicited emails are less likely to be opened and are not
Can Sam compliant
• Let them tell you how much is too much • Allow your subscribers to determine email frequency - daily,
weekly, monthly
• Take the guesswork out of personalization• People know what they’re interested in- why not ask them?
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Use email to get emails
• Transactional And Personal Emails • Add an opt-in message to emails with info about orders,
payments, etc.• Include a link to your signup form in personal emails
• Forward To A Friend• Place forward-to-a-friend links in all emails you send,
making them easier to share
• Exclusive Offers • Promote exclusive discounts or content available only to
email subscribers
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Build your list online
• Website• Place an email opt-in form front and center• Add email opt-in where you are otherwise capturing email
address
• Social Media• Add opt-in links to your social media profiles• Sweepstakes where entrants provide email addresses
• Blog• Offer newsletter opt-in to anyone who has commented on
your blog
• Paid Ads• Reach out to potential subscribers with ad services
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Think outside the digital box• In-Store
• Enter business cards for weekly prize drawing• Strategically placed signup sheets • Gather email addresses during in-store promotional events
• Snail Mail • Send postcards with incentives for subscribing• Promote your newsletter in fliers• Encourage opt-ins on packing slips
• Networking
• Add an opt-in offer to your business cards• Bring signup forms to trade shows, events, and gatherings
in your local business community• Reach local customers through ads in local publications
Additional section sub-divider colors are available in the Slide Layouts – Gold, Orange and Plum. Click the bottom of the New Slide button and select the appropriate layout from the New Slide gallery.
Note: This textbox will not appear on your slide when projected.Email list best practices
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Setting expectations
Be clear with subscribers about what they can expect from subscribing.
• Set the tone for them on what they will expect: frequency of emails and/or content from you.
Send a welcome email that encourages them to take the next step.
• Recent data from Ciceron shows that 39% of brands send a welcome message within the first 24 hours of receiving a subscription.
• Having a welcome email in your program can encourage your subscriber to take the next step.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Elements to include in welcome emails
Summarize the perks of joining your program:
• Include a discount for new customers - exclusive for them.
• Use color and images that highlight some of your best products and services.
• A ‘call to action’ on taking the next steps, ie shopping, requesting a consultation.
• Include social media buttons to help increase engagement and reach out with targeted messaging.
• http://www.verticalresponse.com/blog/10-examples-of-highly-effective-welcome-emails/
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Providing value: don’t disappoint with your content
-Inventory Announcements-Surveys-Education-Product Advice
Provide your subscribers with something they don’t have or don’t already know.
Make it interesting. Average person in the U.S. receives 121 emails each day.
Inform subscribers about:
Brand awarenessCompany news
Industry information related to the business
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Effectively handling unsubscribesOpt Out
• Recipients remain on your list unless they actively ask to be taken off.
• Greater numbers of unsubscribes, bouncebacks and accusations of spam.
Opt In - People don’t become recipients unless they actively opt in
• Response to an opt-out request is something to the effect of “Thank you for your feedback. We will miss you! Please note you can resubscribe at any time by clicking this link.”
• Some companies also ask exiting recipients to check a box indicating why they’re not interested.
• Graciously part ways with such recipients and don’t email them if they have opted out.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Managing bouncebacks: Don’t ignore themHard bounce: Leads with messages that were permanently rejected. (eg: email address or domain does not exist, recipient server blocked delivery)
Soft bounce: Leads with messages that were temporarily rejected (eg: mailbox is full, recipient email server is down, email message is too large.)
• Double check electronic addresses with the digits and letters you’ve been provided.• If the bounceback message indicates the problem is temporary, try resending the email again in a day
or so.• Addresses that are permanently problematic should be removed to preserve your integrity with your
ISP.• Remove non-working email addresses from your list.
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Establishing benchmarks: Ensure your campaign is performing
• Total opens - number of recipients that opened your email. Usually attributed back to a good subject line.
• Open rates - Number of opens divided by number sent.
• Click-through rates - Number of clicks divided by the number of opens. Was your audience engaged enough to open and click the call to action button?
• Unsubscribe rates - percentage of users that unsubscribe from the email.
• Email conversions - users that see your email and end up buying your product(s).
Additional section sub-divider colors are available in the Slide Layouts – Gold, Orange and Plum. Click the bottom of the New Slide button and select the appropriate layout from the New Slide gallery.
Note: This textbox will not appear on your slide when projected.List segmentation
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
What is list segmentation?
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Why segment your lists?
Create a generalized marketing
campaign, then tweak certain
elements to appeal to groups
MarketingSherpa found proper list
segmentation can increase open rates by 20 to 40 percent, with a subsequent rise in click-through
rates.
Build a better understanding of
your audience characteristics for
even more effective marketing. ie likes
and dislikes
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Advantages to segmenting your list
Potential for increased sales and brand engagement - targeting customers that you know are likely to purchase
When you’re looking to reward customers, segmentation can make it easier to separate first-time buyers from repeat customers. Send a welcome email with a promo code to newbies, and a different campaign to your most loyal customers.
Flexible scheduling - having your email campaign be short or long term. IE holiday promotions.
Relevancy and reach - give your
customers valuable, pertinent
information that they want.
Lower risk of spam - less likely to send duplicate copies or email unsubscribers
© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Common ways to segment lists
Geographic region - gives you the opportunity to communicate and talk to your customers where they are. (City or town)
Customer behavior patterns - divide
based on those who took action and those who did not. IE non
buyers versus buyers, open and clicked
versus open and did not click
Level of interest in your business -
segment your lists by level of interest in your products, services, or brand. IE Hot, Warm,
and Cold leads
SCORE: An OverviewYour Business Success is Our Success!Mission:Foster vibrant small business communities through mentoring and education.Facts
• 10,000+ volunteer across more than 300 chapters across the U.S.• Over 1 million hours of service donated by volunteers• Since 2009*: o 300,000+ Businesses Startedo 350,000+ Jobs Createdo 300,000+ Businesses Increased Revenue
*Source: Gallup & Price Waterhouse Cooper SCORE Client Outcomes Survey 2009 - 2013
Who Does SCORE Help?
Opening Growth
Research &
Planning
Pre-Startups
Startups
Firms in Business for a Year or More
MentoringFree. Personalized. Confidential.Expert Advice For the Life of Your BusinessBenefits of Mentoring:• SCORE mentors provide the specific resources you need through personalized, 1-on-1
mentoring.• Avoid timely and costly mistakes by learning from someone who’s “been there, done
that”.• Feel confident knowing you have an experienced resource available for simple questions
or more complicated strategy development.• SCORE helps businesses start and succeed. In 2014 we helped create over 56,000 new
businesses. The next success story can be yours.
Online ResourcesTemplates. Tips. Blogs. Workshops. Tools for Business Success Available 24/7Get access to thousands of templates & tools, blog posts, and LIVE (and archived) webinars/workshops to help you start and grow your business.
• Templates & Tools - Articles, assessments, outlines, templates, and other resources that you can use to learn and implement new strategies
• SCORE LIVE Webinars - Live ,1-hour presentations by mentors and partners on a variety of small business topics and trends
• Online Workshop – A business training module archived on score.org• SCORE Blogs - Business experts in a number of industries share information on emerging trends and topics
facing today’s small business owner• SCORE Newsletters – Visit www.score.org/connect to get the latest business information, tips and resources
delivered to your inbox
Why SCORE Works
Mentoring provides improved chances for startup and success through one-on-one business coaching.
You Don’t Have to Go It Alone
Workshops provide training on critical topics in an environment where you can learn from experts and like-minded entrepreneurs.
Online Resources can be your playbook to provide step-by-step outlines for small business strategies.
Get Started TodayDon’t Wait.Visit www.score.org to:
▪ Start or grow your business▪ Become a SCORE volunteer
Connect with Us:▪ Text SCOREMENTORS to 22828 - get free business tools
delivered to your inbox.▪ Visit www.score.org/connect to like and follow us on
social media