MARKETING :) elan marko

AGENDA: Overview Building your list: Best Practices platforms: Why you need a platform? Subject lines: Avoiding spam traps and harnessing opens Test before deploying: Is your wonky? Analytics 8 Common mistakes: Don’t learn the hard way!

OVERVIEW: CAN HELP GROW YOUR BUSINESS Build/Nurture relationships Drive sales Re-engage customers Low cost Relatively easy to manage

FIRST STEP: DETERMINE OBJECTIVE Customer retention Company notifications Informational updates Sales Cross selling (Sell similar products) Upselling (Sell premium versions of product/service) Re-engage existing customer (Ex; customer hasn’t purchased in 6 months, send coupon)

BUILDING YOUR LIST: BEST PRACTICES Follow privacy Laws Can-SPAM act and privacy issues Users need to Opt-in Customers need to opt-in to be on your list. Double-opt in means they have 1 st joined your list and then a 2 nd was sent to confirm, which was clicked and activated. Issues if user don’t Opt-in: Poor open rates Reported as spam (If happens frequently spam filters will block all your s) Cause future delivery issues and blacklisting.

PLATFORMS: WHY YOU NEED AN PLATFORM? List management Powerful analytics Ensure delivery Avoid spam filters Platforms: Mailchimp*, Campaigner, Vertical Response, Constant Contact, and many more. I recommend Mailchimp Free up to 2,000 contacts Easy to use templates

TIPS 1.KEEP IT RELEVENT 2.OPTIMIZE TEXT FOR QUICK READ 3.FROM LINE: No more than 25 characters Choose consistent from line or different and test. 4.SUBJECT LINE No more than 40 characters Ask/answer a question Intriguing often works better (Ex: Invitation, Have you heard yet?) Make it a list (Ex: Top 5 products you can’t live without)

SUBJECT LINES: AVOIDING SPAM TRAPS WORDS IN ALL CAPS !!! $$$ 100% Free No cost No fee No obligation Guaranteed What are you waiting for Limited time Click here! Act now Affordable Bargain Best

TEST BEFORE DEPLOYING: IS YOUR WONKY? Test your in different clients to make sure it works and displays properly. Ex: Gmail, yahoo, outlook etc.

ANALYTICS TEST, LEARN, IMPROVE View and test key metrics: Open rates: Subject line Time: Day of the week, Time of day (Tues/Wed usually best) Click through rates: Is your information relevant? Short content, long content, images etc. Bounced: List practice is no good. Check to see is good before importing. Unsubscribes: Expected, but may show that you are sending s to often, or not relevant info Complaints: Big issues if people complain. provider will kick you out, also content is not relevant, or list building not good. A/B Split Testing Test two subject lines and see which one works best

8 COMMON MISTAKES: DON’T LEARN THE HARD WAY! 1.Not Having Permission 2.Purchasing Lists 3.Forgetting To Double Check Contents 4.Thinking "Blast" Instead Of "Relationship" 5.Writing Like A Used Car Salesman 6.Forgetting To Test In Lots Of Programs 7.Sending With A Personal Reply-To Address 8.Ignoring Campaign Reports