Email-Marketing

A key component to your web strategy

Web StrategyDoes everyone have a web strategy?

Does everyone execute?

Email-MarketingA key component to your web strategy

Steve Smith, Co-founder and VP Sales at CakeMail

Steve@cakemail.com

Does the Internet matter?According to a recent survey by Pew Internet...

58% of adults said they use the Internet as first choice (at home, at work or some other place) to find information about a product or service

90% of all Internet users rate using a search engine as their most common practice while online

Of this 90% of Internet users, 80% ranked researching a product or service online as their first reason for using a search engine (followed by check weather & get news)

82% of all online users use the internet to research a product or service before purchasing

Typical Business Mission

Get customers, keep customers and grow

Typical Business AlgorithmLead Generation

Sales Process

Customer Retention (Churn)

Up-selling, Reinforcement, Referrals

Algorithm Optimization ToolsINBOUND: Affiliate programs, banner ads, Adwords, key words, PPC, blog, PR, RSS, SEO, analytics

OUTBOUND: Social Media, Email marketing and email automation

**Email allows you to be outbound proactive, focus your E-marketing strategy on your target market audience and easily measure results

Where Tools Are Used

Typical Business AlgorithmLead Generation

Sales Process

Customer Retention (Churn)

Up-selling, Reinforcement, Referrals

Email Automation OptimizesLead Generation (lead capture, response, viral campaigns, offers)

Sales Process (drip campaigns, triggers based on action)

Customer Retention (product updates, training, billing)

Up-selling (add-on notices, referral programs)

How it works

CakeMail – In ActionList building & management

Segmentation

Campaign creation (With A/B split testing)

Reporting

Email automation based on action

Key Real World Take-awaysPersonal email vs. Generic

A/B split testing

Test!

Monitor results over time

A Personal From NameGenerally perform better than “company name”

Example

YPG – 17% increased open rate with “RepName”

Exception

Montréal Canadiens – 37% open rate

Use A/B Split TestingChanging Subject line to Include “With YPG”

Tested two random splits of 20% of database

Higher click-thru rate & 3x click-through conversions

Test – Test - TestTypically 70% your list is 3 or 4 domains

Issues:

Spam Assassin check my not be conclusive Manual testing to specific ISP’s is time consuming

Litmus Test: A 98% accurate result in a matter of minutes

StatisticsCampaign Results are not enough – List & Segment results are just as important

Individual results DO NOT stand alone - Report over time, not per mailing

Cool Things About EmailEffective

Cheap

Fast

Popular

Measurable

Questions

Additional Notes

Top Industry Users• Social Media

• Merchants, retailers or restaurants

• Household tips/recipes/crafts

• Humor

• Travel

• Entertainment

• News & Weather

• Finance/stock information

• Sports

Why They Use Email

• Brand awareness

• Acquire leads/ registrants/ customers/ clients

• Customer retention & management

• Company or product updates & training

• Up-selling to existing customers/clients

• Post-order follow-up

How They Use Email

• Sales Promotions

• Transaction & account status confirmations

• Referrals (viral marketing)

• Corporate newsletters

• Time-based reminders

• Rewards programs

• Product updates

Some Great Resourceshttp://www.cakemail.com …Of course

Here are some other good ones:

http://www.email-marketing-reports.comhttp://wiki.emailmarketersclub.comhttp://www.emailmanual.co.ukhttp://www.emailstatcenter.comhttp://www.beautiful-email-newsletters.comhttp://www.emarketer.com/Welcome.aspxhttp://en.wikipedia.org/wiki/E-mail_spam_legislation_by_countryhttp://www.karelia.com/mac_indie_marketing/comparison-bulk-email-marketing.html