E-mail Marketing Turning Prospects into Customers through E-mail Marketing Ivan Surjanovic,...
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E-mail Marketing Turning Prospects into Customers through E-mail Marketing Ivan Surjanovic, [email protected] Copyright 2014 by iPower Lab, www.ipowerlab.com
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Transcript of E-mail Marketing Turning Prospects into Customers through E-mail Marketing Ivan Surjanovic,...
E-mail Marketing
TurningProspectsinto CustomersthroughE-mail Marketing
Ivan Surjanovic, [email protected] 2014 by iPower Lab, www.ipowerlab.com
E-mail Marketing
E-mail Marketing a form of direct marketing which uses electronic means to deliver commercial messages to an audience.
E-mail Marketing
Extremely cost effective Highly targetedCustomisable
Completely measurable
E-mail Marketing
Social Media or E-mail Marketing?
E-mail Marketing
Social Media vs. E-mail Marketing
PR vs. Sales Pull vs. Push
Branding vs. ConversionAttention and Interest vs. Desire and Action (AIDA)
E-mail Marketing
Nine tips for creating effective E-mail marketing campaigns!
E-mail Marketing
Tip #1: Develop an E-mail marketing plan
- Objectives (e.g. 50 conversions a month via E-mail)
- Who do you plan to e-mail to?
- How often / When will you e-mail?
- What type of content do you plan to send?
- What E-mail service / technology will you use?
- Who will be responsible?
E-mail Marketing
Tip #2: Start growing your database
Use every single opportunity to ask for permission:
- on your website
- when meeting someone in person
- on your Facebook page
- at your office premises
- at events
E-mail Marketing
Tip #3: Sign up for web E-mail service
E-mail Marketing
Tip #3: Sign up for web E-mail service
- Better management (“Unsubscribe”)
- Better tracking
- Easier to develop your own e-newsletter template
- Better integration with social media
- Better reach (more messages will make it through anti-spam filters)
E-mail Marketing
Tip #4: Comply with anti-spam regulations
Check the anti-spam regulations of all countries where you do online business
USA: http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
Canada: http://fightspam.gc.ca
Consult a legal expert before running your campaign
E-mail Marketing
Tip #4: Comply with anti-spam regulations
Many countries now require that you:
Have a pre-existing business relationship with recipients, and / or even to obtain a permission to
receive an e-mail (“opt-in system”) Provide your company’s physical address in the e-mail
Provide unsubscribe button (and act on it!)
E-mail Marketing
Tip #5: Create your own E-newsletter
- Make it visually appealing
- Make it useful and informative - Choose an attractive name
(e.g. “Health Tips”, “One Minute Insight”, “TechTrends”)
- Be consistent in terms of format and content - Be regular
E-mail Marketing
Tip #6: Make your subject line stand out
- Be specific
- Be direct
- Grab their attention; develop desire to read more / act
“Five tips for Creating Effective Google Ads”“Last Chance to Register”“Get $50.00 in Advertising”
“Free e-Book on Online Marketing”
E-mail Marketing
Tip #7: Personalize your campaign
- Personal greeting
- Customize message for different groups (e.g. by country)
- Send special messages to the most important / most loyal customers
E-mail Marketing
Tip #8: Provide a call for action
- Provide visible action buttons (e.g. Buy Now, Contact, Download)
- Take visitors to a landing page
E-mail Marketing
Tip #9: Test and Optimize
Key measurables:
Number of delivered messages
UnsubscribesClick through rates
Open rate
Pass on rate (forwards)Conversion
Number of bounced messages
E-mail Marketing
eMail Marketing: Summary
1. Plan2. Database
3. E-mail service
5. E-newsletter4. Anti-spam laws
6. Subject line
8. Call for action9. Test
7. Personalize
