Internet Marketing Basics Email Marketing Ron Pascal

What Is Email Marketing? Opportunity to communicate with clients Opportunity to create sales and offer value Preferred method of communication in the early days of the internet

Remember?

Important People are STILL in the habit of checking emails 205 Billion emails are sent daily; average person is sent 85 emails per day Average person checks phone 80 times/ day

Important Do not overlook email, it is still very important You need to capture leads, because you might never get that opportunity again

Opportunities Send out promotions, new offers, and discounts Provide value and educate client to build trust Retargeting with paid traffic

Example: Cyber Monday 28.5% of Cyber Monday traffic came from mobile devices Email marketing generated 23.9% of Cyber Monday sales in 2014 74% of shoppers say they are influenced by coupons and offers online http://blog.marketingadept.com/the-ultimate-list-of-e-commerce-marketing-stats-for-holiday-2015/

Basics Subscriber: client who agrees to be communicated with through email Broadcast: one-time email sent out to your email list of clients Follow Up Series: a series of pre-written emails to send to your clients

Basics Open Rates: 19.7% mean average Click Through Rates: 3.6% mean average Bounce Rates: 2.2% mean average Unsubscribes: 0.25% mean average SPAM: 0.07% mean average http://www.silverpop.com/Documents/Whitepapers/2013/WP_EmailMarketingMetricsBenchmarkStudy2013.pdf

Getting Emails Hooks/Incentives: a clever way of persuading a client to join your email list Good websites have a call to action to capture their clients email address Bad websites have no call to action to capture their clients email address Examples

Service Providers Active Campaign Aweber Infusion Soft Mail Chimp Etc

Email Frequency Companies that send 16-30 campaigns a month to see a click rate more than 2x greater than the click rate of companies that send 2 or fewer campaigns a month.

Email Frequency http://blog.hubspot.com/marketing/email-open-click-rate-benchmark#sm.001czg0tc15pxeg9qar15zlff7uux

Frequency Sending out frequent emails is important. This is because the more inactive you are, the more customers forget about you 205 billion emails are sent everyday; AVG customer: 80+ emails in their inbox

Advanced Strategies Soap Opera Sequence: sending out a pre-written series of emails that persuade and entertain the client with value List Segmentation: separating email lists based off types of clients Buying Email Lists: purchasing email blasts or old lists from list brokers

Soap Opera Sequence

List Segmentation

Buying Email Lists Google “list brokers” and do some competitive research based on your industry Find opportunities with other companies for a joint venture email blast

Action Steps Join 3 of your competitors email lists and study their main strategy Ask yourself questions such as, “How often do they email their clients? What are they offering? Are they offering discounts? If so, how often?”