Oconomowoc Rotary – Nov. 2, 2009 Presented by: Kate Winckler and Christy Lui Marketing On Demand LLC Effective Marketing

OR, “How to send s for your business that your customers will love, while not being an EVIL SPAMMER.”

Today’s Topics 1. What is marketing, and why should you do it? 2. 3 yypes of marketing 3. How to avoid being SPAM 4. How to craft effective content 5. Planning, design and layout 6. Why you should work with an Service Provider 7. Measurement 8. Summary and Q & A

What is it, and why should you do it? Sending messages to your ‘customer community’ -- aka, people who WANT to engage with you blows away print for cost effectiveness ROI – national average (2008) was $45 in revenue generated for every dollar spent Responsive and measurable Done right, it engages and builds relationships with your customers

Types of Marketing e-newsletters – high-value, long-term, information-heavy or complex services. Drives traffic to your web site. e-promotions – best for retail, coupons, specials. Can drive traffic to a specific landing page or to your website. e-relationships – Customer service, PR, “quick updates,” drives traffic to your web site.

E-newsletter: Haul Bikes offers shipping discounts and travel tips Helps build SEO rankings Sent to 3700 existing customers and prospects

E-promotion: Wicks Wood Floors offers (coupons) are the same as in print advertising Sent to existing customer list and new prospects

E-promotion: Tony Casper Photography Introduces a new fine art piece with a story Has a specific offer (discount on frames and shipping)to existing customers and prospects

Helps to build an ongoing relationship with your audience or customers Provides useful, timely information in a concise format E-Relationship s

A few choice words about SPAM

How to comply with SPAM laws 1. The “TO” and “FROM” information must not be misleading. 2. The SUBJECT line must not be misleading. 3. Include your physical address in the Include a working unsubscribe option. 5. Use Opt-In lists only

How to grow your subscriber list 1. Organically (opt-in) 2. Word of mouth/viral (forward to a friend) 3. Paid acquisition (buying a list)

How to craft effective content Have a clear strategy and goals Know your audience Have a clear call to action ('a confused mind always says no') Use “What’s in it for me?” language to sell VALUE

Best practices for design and layout 1. “From” line – avoid trigger words 2. “Subject” line – from a real address 3. Preview pane – attention-getting message 4. Consistent creative and message 5. Balance HTML, images and text

“Preview” pane Microsoft Outlook 2007 Auto-Preview turned on

Test in different programs Look at your list: B2B audience: Microsoft Outlook 2003, 2007, Lotus Notes and Entourage Consumer/retail: Yahoo, Gmail, Apple mail, AOL and Hotmail Your ESP can help

How to choose an ESP ( service provider)

Service Provider Who Should Use Campaign Monitor Web Designers who are comfortable coding their own HTML. Pay for what you send; intuitive interface. Mail Chimp Web Designers who prefer a monthly pricing option; designers creating simple layouts or postcards with the online design tools. A Weber Marketing and sales professionals with limited HTML knowledge. Good testing features (A/B splits); takes spam very seriously; reliable delivery reputation. Companies with online stores and product-based marketing strategies. Constant Contact Business owners who want an easy template-driven service, and who have neither design nor HTML skills. iContact Value priced option for small business owners who have some HTML skills. myEmma.com Self-serve options for startups, agencies and larger lists; some customization available. Offers a 20% nonprofit disc.

Measuring a campaign

Summary Done right, marketing is inexpensive and effective Planning, design and content make a difference Don’t let your business get caught by “amateur s” – your brand is at stake Use an SERVICE PROVIDER

Today’s presentation will be available to download from our website: Save a tree.