1. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Mary Bowling Twitter: @MaryBowling Blog: www.MaryBowling.comwww.MaryBowling.com Google+: MaryBBowling@gmail.com Mary Bowling Twitter: @MaryBowling Blog: www.MaryBowling.comwww.MaryBowling.com Google+: MaryBBowling@gmail.com www.LocalU.org Introduction to Email Marketing

2. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org

3. www.MaryBowling.com www.MaryBowling.com www.LocalU.org

4. www.MaryBowling.com www.MaryBowling.com www.LocalU.org

5. www.MaryBowling.com www.MaryBowling.com Communicating via email with people who have given you permission to do so www.LocalU.org What Is Email Marketing?

6. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com It’s more about engaging with people and NOT always about selling www.LocalU.org Email Marketing = Engagement

7. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com To stay in contact with your current customers and others who have expressed interest in your business www.LocalU.org Why Use Email Marketing?

8. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org Why Engage With Current Customers? It costs about 6 times more to gain a new customer that it does to keep a current customer

9. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org Why Engage With Current Customers? Current customers refer new customers to you along with their recommendation

10. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org Why Engage With Current Customers? Repeat customers spend more money with you than new customers

11. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Email Marketing has the best ROI (return on investment) of all online marketing methods! www.LocalU.org Why Use Email Marketing?

12. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org Why Use Email Marketing? Direct mail marketing costs 20 times more than email marketing to get the same response

13. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org Why Use Email Marketing Software? Easy to use Support and training Better, more consistent branding Better formatting, more visually appealing

14. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org Why Use Email Marketing Software? Industrial strength features and pros have your back Send more emails at once Get better delivery rates Stay off spam lists Get tracking metrics

15. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org Why Use Email Marketing Software? Easier list management and compliance with regulations Add subscribers Remove unsubscribers Deal with bounce backs

16. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Some of your choices: Mail Chimp http://www.mailchimp.com/ Constant Contact www.constantcontact.com/ Vertical Response http://www.verticalresponse.com/ See More Choices and Reviews: http://www.nextadvisor.com/email_marketing/compare.php http://www.nextadvisor.com/email_marketing/compare.phpwww.LocalU.org Choosing Email Marketing Software

17. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Cost vs needs: Free or Free Trial Try before you buy Pay As You Go Pay for what you need when you need it Monthly subscription (often less than $10/mo) List size More addresses costs more www.LocalU.org Choosing Email Marketing Software

18. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Features to consider: Free templates Tutorials and training materials Online Support Mobile-friendly emails www.LocalU.org Choosing Email Marketing Software

19. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org Mobile-Friendly Email Required! 42% of all emails are now opened on a mobile device! Increased by 120% in past 18 months Increased by 138% in the 18 months before that

20. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Set up online forms where you can Link to these forms from other online places www.LocalU.org Collecting Email Addresses

21. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Collect email addresses at your place of business Ask in person and over the phone www.LocalU.org Collecting Email Addresses

22. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Collect email addresses at events where you are speaking, networking, exhibiting, etc Get explicit permission to email people www.LocalU.org Collecting Email Addresses

23. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Consider offering something of value in exchange for an email address www.LocalU.org Collecting Email Addresses

24. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org Email Address Magnets Freebies Coupons Discount codes Loyalty perks E-books Whitepapers Useful Tools Insider Tips Statistics Guides How To’s FAQs Contest Entry VIP Status

25. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org Segment Your Email Lists Segment lists into meaningful groups Have people self-segment BUT don’t require too much information

26. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com www.LocalU.org Email Marketing vs Email Spam The receiver decides what is spam, not the sender If it’s something they want to see, it’s not spam

27. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Don’t email market w/o understanding its permission-based nature and the regulations that govern it. www.LocalU.org Is Email Marketing Spam?

28. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Most email marketing software is very sophisticated. Get the basics down first! www.LocalU.org Walk Before You Try to Run

29. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Start collecting addresses, even if you’re not sure what to do with them, yet www.LocalU.org What’s Next?

30. Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com If you already have a list, start thinking about how to leverage it to engage, build relationships and gain trust with current and prospective customers. www.LocalU.org What’s Next?

31. THANKS! Optimized! Optimized!www.MaryBowling.com www.MaryBowling.com Mary Bowling Twitter: @MaryBowling Blog: www.MaryBowling.comwww.MaryBowling.com Google+: MaryBBowling@gmail.com Class information: http://www.marybowling.com/local- search-optimization/local-search- classes-at-planet-ocean/www.LocalU.org