2. Effective Email Marketing Leif C. Youngberg Co-founder CoolerEmail.com March 19, 2003 tools and strategies…

3. Tools of the Trade Specialized email marketing engines ASP Model Wide range of offerings (self-service, high-volume, agency) Features and Benefits Easy to build emails Easy to send emails Easy to track emails Extraordinary ROI Integrated website analytics software

4. The Fundamentals Target Audience -Who are you sending to? Everybody you know? Customers? Prospects? Subsets? Message-Why should they read it? Relevant Personalized Professional Appealing call to action RSVP Take Survey Great offer – buy now!

5. Your Mailing List Establish it Pre-existing business relationship (from CRM system) NO SPAM Maintain it (automatically) Unsubscribes Bounces Update information Grow it (automatically) Website sign-ups (optin/double optin) Send to Friend/referral program Organize/Segment it By demographic/geographic fields E.g., “prospects” in “New York”

6. Collect subscribers… To these mailing lists… Website sign-up forms

7. Building your Message (1 of 4) Templates Build the “look & feel” once Website banner, style sheets, colors, etc. Specific templates for specific purposes Content/Editions (“cut and paste”) Monthly Weekly Event driven (birthdays) Triggered Emails (e.g., 7 days after signing up) Advanced Options/Examples Custom HTML Flash Streaming Video

8. Building your message (2 of 4) Templates

9. Building your message (3 of 4) Content/Editions

10. Building your message (4 of 4) Advanced Options/Examples

11. Sending your message

12. Tracking---introduction (1 of 5) Summary data Sent Read Clicked Unsubscribes Bounces Individual data Website data CRM data

13. Tracking---basic (2 of 5)

14. Tracking---charts (3 of 5)

15. Tracking---web logs (4 of 5)

16. Tracking---data mining (5 of 5)

17. Contact management

18. Example 1.1---CoolerVAR

19. Example 1.2---CoolerVAR

20. Example 1.3---CoolerVAR

21. Example 2 --- Bill Clinton

22. Conclusion Powered by: