1. Combined Software & Job Skills Training – E Mail & Fax Marketing Inovar UK October 2002

2. Programme Objectives Learn how to send email and fax campaigns from your desktop and stop wasting money printing and posting marketing materials to your customers Divided into two main sections AM - Electronic Marketing Theory PM - Using the software to implement

3. Technical Set Up Once configured the user will not need to worry You need Customer FOCUS PC or Web Based Winfax or Faxaway (Need to sort) An ISP or mail server - need name - how to find in Outlook

4. Cost Comparisons Visit - £50 Telephone - £1 Mail - 50p Fax - 2p E-Mail - 0.1p

5. Sending formats E-mail can be plain text - safest E-mail can be HTML - avoid imbedded Flash for the maximum impact Faxmailers need to be Bitmap, Jpegs or GIFs

6. Fax - what works What is the fps Special offers Stock clearance Special arrangements eg opening times Database cleaning

7. E-mail- what works Technical updates New product releases Website ammendments Do not send too often Opt in or Opt Out

8. Faxmailer Content Not too black Not too many images Be direct - simple message Test should take approx 60-90 seconds Some examples Lets try an example - we will typeset Offer opt out

9. Copy writing an e-mail Subject Line is critical Never send from sales@ Keep it short Include Website links Avoid attachments unless to customers - virus & time Offer an opt out Lets try an example

10. HTML E-mails Look better Only 60% can receive Avoid imbedded images - dial up Can create own html Appear odd if you cannot recieve

11. Responses Separate e-mail box? Update database and use lead tracking Use products of interest Measure website click though

12. Case Study LBJ Fabrications Text based e-mail newsletter to architect for their range of louvres Pointing to specifica areas on the website Had 1000 names and purchased 2000 more

13. Case Study Results 10-20% Bounceback is normal 5% requested to unsubscribe More than 75% were interested! 5% Phone call response 10% E-Mail Response At least five new specs Now carry out on a bi-monthly basis

14. Case Study 2 AB example

15. Data Quality As good as your data quality Do you ask for e-mail? Cleaning options Purchasing options

16. Campaign Planner What you will need to run a campaign An objective A data source Content

17. Decide your timetable You can set up a whole years proposed activity Add something everytime you have an idea Run campaign option

18. Segmentation - Data Source Segmentation Systems SIC, Business Class, POI etc etc Query Functions Current data segmentation

19. Creating a data source Exporting Care of formatting in excel Saving as a csv Attaching to a campaign

20. E-shot Database Write in word spell check then cut and paste Use word count Check web links

21. Sending a campaign

22. Adding to schedule

23. Error Reporting

24. Data Counts Use the mailshot option

25. Running a faxmailer

26. Measuring Response Options