EMarketing 101: Email Marketing

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E-Marketing 101 Email Marketing

• Presented by
• Sherri Arnaiz
• Virginia Systems, Inc.
• 703-881-7024
• Sarnaiz_at_vasi.com
• www.inter-pub.com

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Why email?

• Low entry cost
• Good to keep in touch
• Permission marketing has a higher response rate

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Cant I just email all the chamber folks?

• Umm. Sure. But dont.
• Establish a relationship first
• Give people something they want

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Spam, spam, spam

• Dont be a spammer. Please.
• Pretty please.
• Know Your Antispam Legislation

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What should I put in mine?

• Information
• Subscriber only special offers
• Case studies
• Product/services spotlight

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How do I build my list?

• Opt-in forms on your website
• Sign up for newsletters, discounts
• Networking
• Purchase
• Be wary, very wary

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Are there legitimate sources of email addresses?

• All kinds!
• Trade groups
• Info websites where people sign up
• Topica
• Tourism
• Publications

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Do I have to have specialsoftware or pay someone?

• Maybe, depends on your list size

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Outlook vs Everything Else

• Small list? Outlook should be ok
• 100s or 1,000s per email
• Constant Contact
• Mail Chimp
• Topica
• Software
• Groupmail

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Pitfalls

• People dont get the email
• People cant read the email
• People didnt want the email
• Your email isnt effective

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How do I get started?

• Build your list
• Identify your strategy-news, coupons,
  information, etc.
• Craft your message
• Test your message
• Measure your success

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Email Tips

• Bcc?
• When to send and how often?
• What kind of subject line?
• How much info in the email?
• Should I have a landing page?
• How do I know if anyone is reading it?

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Email Marketing Resources

• How to
• www.marketingsherpa.com
• Marketing Sherpas 2008 Email Awards Gallery
  Results-Driven Creative You Can Swipe From
• How to code email newsletters
• Email gallery of newsletter examples
• Email Marketing Tips Galore
• Email Marketing Articles

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Email Marketing Resources

• More how to
• Microsft Word Newsletters
• Outlook 2007 and HTML email design a summary
• Microsoft Email templates
• Email Standards

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Email Marketing Resources

• Email services
• Your web host may have list services
• www.constantcontact.com
• www.mailchimp.com
• www.topica.com
• www.listcast.com
• www.interspire.com/sendstudio

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Email Marketing Resources

• Software for the DIY types
• www.group-mail.com
• Email software comparison site

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Email Marketing Resources

• Measurement tools
• www.google.com/analytics/
• www.visistat.com
• www.statcounter.com
• www.conversionruler.com
• www.weblogexpert.com