Marketing for Your Business

Email Marketing for Your Business
Joe McCormack

Existing/dormant customers Openers and/or Respondents
What we’ll cover today - Marketing for Your Business Why bother in the first place? 500 Prospects Existing/dormant customers 50 leads Openers and/or Respondents 10 Sales? Lead Generation Harvesting dormant customers or enquirers Customer retention v. Finding new customers Generate loyalty Low cost – High impact

What we’ll cover today - Email Marketing for Your Business
OVERVIEW Summary of workshop content, structure and objectives = spam True or False? - is it a "silver bullet?" Data protection issues Is it Ok to them without their permission? Client/Customer business cards? Resources and skills audit Marketing Plan integration Organising your data

WHAT IS MY MESSAGE? Who will "own" this marketing activity What's my offer? Wording my message AIDA The power of the P.S Is there a clear response channel - Am I geared for follow-up? WHAT WILL IT COST How much will an campaign cost ?

THE TOOLS AND SKILLS REQUIRED Message, Medium and Prospects The medium - MailChimp - overview An introduction to MailChimp - case study and examples Planning your content - The Subject Line is the key How will your be read? Mobile, desktop? Formatting Sending out the - is the time and day important Integration with Social Media MailChimp analytics Prospects - manipulating data - data formats - examples Use of images - guidelines Photography for use on-line - Manipulating images - tools and tips

OPENING YOUR OWN MAILCHIMP ACCOUNT Practical session MailChimp tutorials - YouTube ASSIGNMENT Develop a 10 customer prospect list in a spreadsheet - template to be supplied Identify and quantify an offer to the prospect Review MailChimp tutorials - YouTube ANY SPECIFIC NEEDS?

helps you stay in touch with your customers and drive traffic to your website/business Social Media and Marketing are complementary Integration of both = Growth marketing is PERFECT for small businesses but content is KING Keep subject lines short and sweet –the shorter the better – specifically, between six and 10 words Scheduling is vital – time of day – day of week Low cost – high impact Management investment required

Social media as a complement to Social media allows users to continually see and interact with your business Social media is a powerful tool for immediate customer interaction. It’s fast, easy and shareable. When you interact with one user, you’re indirectly communicating with his or her entire social media network. It’s an opportunity to showcase your brand and establish authority. When possible, interact with social media influencers to expand your visibility and drive traffic to your site. Social media provides you an opportunity to collect valuable customer feedback and provide extraordinary customer service.

= spam - True or False? Spam: Spam is any sent for commercial purposes without permission from the receiver Sending a batch of s to people who never asked to receive them from you, promoting your latest product or service is definitely spam.

= spam - True or False? Spam: Spam is any sent for commercial purposes without permission from the receiver Sending a batch of s to people who never asked to receive them from you, promoting your latest product or service is definitely spam. The disadvantages of sending bulk spam: Your recipients will be unresponsive – guaranteed! You'll waste time sending to an unresponsive audience You'll ruin your marketing reputation You'll ruin the reputation of your company or business

= spam - True or False? Opt-in Opt-in is any commercial sent to people who have specifically signed up to receive it. Permission, in this respect, is clear-cut. If you have a list based on people who have signed up to receive s about travel in general but not your travel agency, it doesn't qualify as specific permission. If you have a list of people who have agreed, in some form of writing, link clicking or other evidence, that they want to receive s from specifically, you fall well within the bounds of opt-in.

= spam - True or False? Opt-in Opt-in is any commercial sent to people who have specifically signed up to receive it. Permission, in this respect, is clear-cut. If you have a list based on people who have signed up to receive s about travel in general but not your travel agency, it doesn't qualify as specific permission. If you have a list of people who have agreed, in some form of writing, link clicking or other evidence, that they want to receive s from specifically, you fall well within the bounds of opt-in. Opt-in advantages Preserves your marketing reputation - Shows customers that you respect their privacy You only people who are interested in what you're selling Lets you be more targeted in your campaigns Helps you build long-term, trust-based relationships with customers Can boost your sales and product interest – integration into the marketing mix

= spam - True or False? Ways to gather permission-based subscriptions Export current customer data from your bookkeeping system Add a Signup Form to every page on your Website Gather paper sign ups at trade shows and other events Put an sign up at the end of every transaction Add a sign-up link to each you post in a forum or message board Offer a discount or coupon to customers who sign up for your s or newsletters

= spam - True or False?

Data Protection Compliance Electronic Mail Text messages (SMS), voice messages, sound messages, image messages, multimedia message (MMS) and messages. Where you have obtained contact details in the context of the sale of a product or service, you may only use these details for direct marketing by electronic mail if the following conditions are met: the product or service you are marketing is of a kind similar to that which you sold to the customer at the time you obtained their contact details At the time you collected the details, you gave the customer the opportunity to object, in an easy manner and without charge, to their use for marketing purposes

Data Protection Compliance Electronic Mail Each time you send a marketing message, you give the customer the right to object to receipt of further messages The sale of the product or service occurred not more than twelve months prior to the sending of the electronic marketing communication or, where applicable, the contact details were used for the sending of an electronic marketing communication in that twelve month period. NOTE: If the subscriber fails to unsubscribe using the cost free means provided to them by the direct marketer, they will be deemed to have remained opted-in to the receipt of such electronic mail for a twelve month period from the date of issue to them of the most recent marketing electronic mail.

Strategy - Integration
Marketing for Your Business = A Silver Bullet? There is never one thing you can do to be successful. It's always a combination of things. The marketing cocktail has three elements: Strategy - Integration Accurate, well maintained mailing Lists Creative, relevant content and call to action

Strategy - Integration
Marketing for Your Business = A Silver Bullet? There is never one thing you can do to be successful. It's always a combination of things. The marketing cocktail has three elements: Strategy - Integration Marketing Activity Plan Month 1 Date Segment Bus Objective Message January 7th Jan 11.30am Existing Monaghan customers Generate add 10% revenue - Jan is always a slow month Special offer 10% off 12th Jan 11.30am Existing Cavan 10% off for three referrals 14th Jan 11.30am Existing Meath etc 15th Jan 11.30am New Fermanagh prospects February Best planned month by month

Accurate, well maintained mailing Lists
Marketing for Your Business = A Silver Bullet? There is never one thing you can do to be successful. It's always a combination of things. The marketing cocktail has three elements: Accurate, well maintained mailing Lists

Creative, relevant content and call to action
Marketing for Your Business = A Silver Bullet? There is never one thing you can do to be successful. It's always a combination of things. The marketing cocktail has three elements: Creative, relevant content and call to action

– My message? Be brief People will not read your . They will scan it. Use two-word hooks. “Like this.” Keep it lean. Use bullet points. don't use brochure copy! This is true for web pages and doubly true for . "What's in it for me?" Put yourself in the shoes of your subscribers. Ask yourself why you would open that . Is the subject line strong enough? Do I know what I'm getting when I open it? Is the offer clearly defined? Is the reader going to be interested in what's inside? "What do you want me to do?" Once you've encouraged the recipient to open, make it easy for them by using clear calls to action. Don't be afraid to say "Buy now" if you want the recipient to buy now.

– My message? Be personal Try the personal "Dear John" approach. See if it works for your customers. Avoid sending from or or Send campaigns from - and sign your s. You do it for direct mail - why not ? Set a clear proposition Keep it clear, simple, brief and coherent. Avoid multiple features or offers in one campaign. Watch your language Be conversational, informal, chatty, engaging Grammar, spelling – very important Experimentation Always an option! Study others…. If your competitor has a”newsletter” – sign up for it!

– My message? The subject line is not an after-thought The subject line is what will drive opens – invest time here. Keep it short, direct and compelling - and to a 30-character length. Make everything clickable Headers, subheads, images and your logo should all be clickable back to your web or social media presence- not just the calls to action. Ignore your lovely images Many applications will switch off images in your s by default. Assess whether your works without images. Don't communicate offers using images only - repeat it with text.

– My message? Don't be an accidental spammer by… Using spammy phrases, like "Click here!" or "Once in a lifetime opportunity!“ Using excessive exclamation marks !!!!!!!!!! USING ALL CAPITAL LETTERS Using bright red or green font colours Using very small or very large fonts - choose common fonts – Arial, Calabria, Helvetica - avoid fancy fonts – remember mobile device limitations Using “fancy” fonts that may not render on other devices Sending an that's nothing but one big image, with little or no text Using the word "Test" in the subject line

– My message? Support your brand If your marketing is working, subscribers will be coming to your website from your s. Do they support your brand? Is the passage from inbox to browser streamlined or clunky?

– My message? Support your brand If your marketing is working, subscribers will be coming to your website from your s. Do they support your brand? Is the passage from inbox to browser streamlined or clunky? Think "top left" Focus on the top left part of the design - the sweet spot which will be revealed in the preview pane of desktop and online apps and regardless of monitor resolution. Your branding should go here and, ideally, the key proposition of the campaign. Perhaps even a call to action…

– The AIDA test What’s this all about? So that’s what it does? That might come in handy…. What’s this all about?

– The Power of the P.S. P.S. is usually part of a personalised - the purpose of this kind of is to make it as personal as possible. The nice thing about a P.S. is that it adds to that “personal” approach, almost as though it’s an aside directed specifically to the recipient. This is an inherent benefit. The Hook P.S. As a reminder, this product/service will not only save you money, but it will save you time, something almost as valuable. (Insert the URL to the landing page here.) The Creation of Urgency P.S. Did I mention that if you are the first of 30 people to contact us for this offer, you will get an additional 20% off? Find out now if you’re one of the lucky ones. (Insert the URL to the landing page in this last sentence.) The Personal Approach P.S. I understand that making a decision on this is not easy, but just so you and I are clear, there is no commitment on your end if you go the next step and try our introductory offer. (Embed the URL to the landing page in the phrase ‘try our introductory offer.’)

– The Power of the P.S. The Bonus One of my favourite uses for a P.S. is introducing a bonus. Throughout your copy, you sell the main product or offer. Then in the P.S., you give them more if they act now. This adds to the sense of urgency. P.S. If you act now, I’ll give you an additional 10% discount when you make your purchase. But hurry. I have a limited number of these discounts and I want to make sure you get one. (Insert the URL to the landing page here.) The Testimonial Not every product or offer needs a testimonial but in the case of products with longer sales cycles testimonials are often very effective. They offer a third-party endorsement and provide a sense of assurance to your prospects – maybe just enough to motivate them toward the next step and contact you. P.S. One more thing. Jimmy Smith from J Smith Ltd had this to say about our solution: “At first I was sceptical about the claims. I mean, where’s the catch? After 23 months of using this solution, our sales have improved dramatically.”

– Who will own this marketing activity? Planning Identifying the offer, the price, timing of the offer Co-ordination Liaison with other functions – finance, supply chain, operations Fulfilment Stock control, logistics, human resources Target setting and Monitoring Liaison with other management functions Analytics Monitoring results, mailing list management Content development Getting the content right - 48% of all s are viewed on a mobile device Scheduling Day, Time and Date - s sent on Mondays have the highest impact - research Tuesday, Wednesday and Thursday morning, between 8 and 10am generate high open rates

Costs €How much have you got?
Marketing for Your Business – Costs Option 1 - Outsource Most contractors will: Create bespoke template Manage the “construction” of the mailer Manage the despatch and stats on your behalf But may not: Generate content Manage the lists Provide statistical analytics Costs €How much have you got?

Costs €How much have you got?
Marketing for Your Business – Costs Option 1 - Outsource Most contractors will: Create bespoke template Manage the “construction” of the mailer Manage the despatch and stats on your behalf But may not: Generate content Manage the lists Provide statistical analytics Costs €How much have you got? Option 2 – In House Adapt/Modify existing template Manage the “construction” of the mailer “on demand” Manage the despatch and stats to suit your schedule Generate your own content Manage the lists Harvest statistical analytics

Email Marketing for Your Business Summary of Email as a marketing tool
helps you stay in touch with your customers and drive traffic to your website/business Social Media and Marketing aren’t mutually exclusive Integration of both = Growth marketing is PERFECT for small businesses but content is KING Keep subject lines short and sweet –the shorter the better – specifically, between six and 10 words Scheduling is vital – time of day – day of week Low cost – high impact Management investment required

Email Marketing for Your Business Summary of Email as a marketing tool
marketing is a powerful tool for building rapport, establishing relationships and keeping in touch with customers Most site visitors won’t make a purchase the first time they view your products and services. The more contact you have with a customer through an marketing campaign, the more likely they are to eventually make a purchase. marketing is extremely effective for upselling and cross promotion. After a customer makes a purchase, send an that says “Thank You” Consistent communication through will boost repeat sales. Acquiring new customers is expensive and time-consuming, but repeat business is the objective – it’s very profitable.

MailChimp is an email marketing service provider.
It has 7 million users that collectively send over 10 billion s through the service each month.

About MailChimp marketing tool – US based – Free to use - 2,000 subscribers across all lists in your account, send up to 12,000 s per month Strict rules re spamming – mandatory compliance Wide range content templates for outbound campaigns and internal communication Scheduling capability Social media – web integration Analytics

We need the right tools and skills for the job in hand Skills and Resources Audit IT and Broadband Resources Data set manipulation skills – Excel, CSV files, Manipulation of digital images – PowerPoint, Photoshop, Gimp

What next? Set up MailChimp account –

What next? Organise your data Identify and organise your data internally and externally INTERNAL Extract current and historical customer data from financial management system/CRM Analyse historical sales figures on a month by month basis Identify the dips and possible reasons – seasonal, geographical, Use data mining resources – NI and RoI and both –

What next? Organise your data Segment customer addresses to be exported to MailChimp from SAGE, CRM in .xls, csv formats Sort addresses by Geographical location? Business sector? Historical spend – high low? In line with marketing planning needs

What next? Devise mailer format

What next? Agree content

OPENING YOUR OWN MAILCHIMP ACCOUNT Practical session MailChimp tutorials - YouTube

PREPARATION FOR NEXT SESSION Develop a 10 customer prospect list in a spreadsheet - template to be supplied Identify and quantify an offer to the prospect Review MailChimp tutorials - YouTube

Marketing for Your Business

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