3. How to make your online marketing work for your business: email marketing
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Transcript of 3. How to make your online marketing work for your business: email marketing
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Next: EmailMarketing
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Effective email marketing
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Ignore at your peril
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What is emailmarketing?
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Reasons for using email
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Karl Murray, ingage.ie
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Golden rules when using email
• Make it relevant
• Don’t forget to engage
• Timely
• Deliver to specific groups or sub groups
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What?
Of users use email daily
Compared with 57% of FacebookusersExact Target Channel Survey: 2012
Fact
91%
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What?
Of people made a purchase as aresult of a marketing messagevia email.
Compared with 20% of FacebookusersExact Target Channel Survey: 2012
Fact
66%
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What?
41$ return on investmentDMA: 2011
http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/
Fact
1$Spent on email marketing
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RoI comparison
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0
5
10
15
20
25
30
35
40
45
Telemarketing DirectMarketing
Direct Mail NewspaperAds
OnlineMarketing
e-mailMarketing
6
1216 17
24
41
Return on Investment
Return on Investment
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E-zine application/platforms
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E-zine Do’s and Don’t s
• Always get permission
• Always link back to website
• Give ‘unsubscribe’ option
• Include postal address & reply email
• Don’t buy email lists
• Never share lists
• Be Content aware!
• Don’t spam
– Spam is in the eye of the beholder
• No attachments
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Build your lists
• Signup on website– Add subscribe from– Offer a benefit– Ask for the ‘must haves’
• Tradeshows, events,• Sales calls • Facebook sign ups to ezine
– E.g. MailChimp/FB integration
• Customers - Online / Offline
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Build your lists
• Quality NOT Quantity• SEGMENT your list
– Gender, Age, Geography– History– Customer status– Other
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http://ico.org.uk/for_the_public/topic_specific_guides/marketing/texts
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Content Content Content ...
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Content Content Content ...
• Personalise it with Merge fields– ‘Hi Simon,’
• Avoid– ‘Free’
– ‘Discount’
– ‘Offer’
• Don’t shout with Red
• DON’T SHOUT WITH CAPITALS
• Leave out over-punctuation!!!!!!!!!!!!!!!!
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When you’re in design mode...
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• Keep HTML Emails to 500-600 Pixels in width
• Always – ‘Click here’ to view it in your browser
• Don’t Depend on Images for message delivery
• Beware of special characters in your emails
• Test the end product on different email clients
• Never design and send as one big image
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When you’re in design mode...
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• Eye-catching Subject Line
• Calls to Action
• Links back to website
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Content Content Content ...
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http://www.pinterest.com/pin/219480181816146398/
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Content Content Content ...
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http://www.pinterest.com/pin/219480181816146398/
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Content Content Content ...
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http://www.pinterest.com/pin/219480181816146398/
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Content Content Content ...
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http://www.pinterest.com/pin/219480181816146398/
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Content Content Content ...
• When to deliver
– Tues/Wed 11 am
– Never Friday
• Except.....
• Analyse your data
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Analyse your Data...
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