Simple E-Mail Marketing For Small Businesses
Introduction • E-mail marketing: – – – –
Easy to use Cost-effective form of advertising Increases revenue, customers, brand recognition May produce up to $45 of revenue for every $1 spent
What is E-mail Marketing? • Similar to sending out snail mail • Connect with hundreds of people every day • Very cost-effective
What is E-mail Marketing? • Directly reach your potential customers • Very effective way for small businesses to market themselves
Types of E-mail Marketing • Direct e-mail > offers, deals, sales • Retention e-mailing > entertaining, engaging, informative content • Straight-up e-mail advertising > using content created by someone else
How Can E-Mail Marketing Benefit Your Small Business • Campaigns are very cost-effective • Targeted marketing • Allows for data tracking
How Can E-Mail Marketing Benefit Your Small Business • Can be automated • Tactics are super fast! • Can boost revenue
How to Run an E-Mail Marketing Campaign
• 3 basics: – Creating a list of people willing to receive your message – Crafting that message – Creating a delivery system
How to Run an E-Mail Marketing Campaign • Getting started – Create an e-mail list > the heart of your marketing strategy – Create an e-mail signup sheet – Respect customer privacy > never send out spam!
How to Run an E-Mail Marketing Campaign • Getting started –Develop your campaign > quality content, appropriate amount –Carefully compose e-mails
How to Run an E-Mail Marketing Campaign • Tips for e-mails worth reading – Start with a new e-mail address – Pay attention to the subject line – Keep content short and to the point
How to Run an E-Mail Marketing Campaign • Tips for e-mails worth reading – Use a different e-mail for current customers – Test out your e-mails before you send them – Add disclaimer complying with the CAN-SPAM Act
How to Run an E-Mail Marketing Campaign • Broadcast messages – Sent to all customers at once – Recommendations, deals, promotions…
• Pre-loaded follow up messages – Sent automatically at regular intervals – Plenty of content and ready to go Use both types for a quality e-mail marketing program
How to Run an E-Mail Marketing Campaign • Sending out your marketing e-mails – E-mails have a lifespan of about 3 days – Deal with opt-out requests > respect your client’s wishes
How to Run an E-Mail Marketing Campaign • Sending out your marketing e-mails – Bounced messages > collect them and update database – Follow-up e-mails > send enough, but not too much – Define your results
How to Run an E-Mail Marketing Campaign • Automated E-Mail Marketing Tools – Getresponse > $1 for 1-month trial period – Aweber > $1 for 1-month trial period – Constant Contact > full featured, low cost Beginners should consider TrafficWave Advanced users should consider AWeber
E-Mail Marketing Best Practices • Pay attention to your email’s preview • Keep your e-mails readable • Avoid spam > higher delivery rate
E-Mail Marketing Best Practices • Try personalizing your e-mails • Use an automated e-mail marketing tool • Make your e-mail content more personal
Sample List of E-Mail Marketing Topics • “Check Out Our Club All Week Risk Free” (gym) • “Four New Wines This Week Only” (wine shop) • “Buy 1 Get 1 Free Coffee All Week!” (coffee house)
Sample List of E-Mail Marketing Topics • “New Model Showcase” (RV Dealership Company) • “Dedicated Health Plans Available For All Families” (Health Care Insurance Company) • “Earn Energy Efficiency Tax Credits” (Window Company)
Conclusion • When well implemented, only few things can match the effectiveness of an e-mail marketing campaign • Your small business ABSOLUTELY should be using these strategies
Conclusion • Find your “marketing sweet spot” and enjoy • Don’t miss out on tons of revenue and customer interest!
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