Starting from scratch: how to build a successful email marketing program
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The document outlines a guide for building a successful email marketing program for small businesses, emphasizing the importance of email as a high-return marketing tool. It highlights strategies for list-building, the significance of obtaining consent ('opt-in'), and advises on common pitfalls to avoid in email campaigns. The guide encourages immediate action by suggesting three simple steps: gathering contacts, sending a campaign, and analyzing results.
Starting from scratch: how to build a successful email marketing program
- 2. Starting From Scratch How to build a successful email marketing programme
- 3. Small Business Evangelist, Constant Contact 3 Presented by Tamsin Fox-Davies tfox-davies@constantcontact.com constantcontact.com @tamsinfd
- 4. 4
- 5. Where are you today? 5
- 6. 6 91% check email daily
- 7. Why do email marketing? 7 MoneyTime Impact
- 8. 8 Personal email update? 20mins x 100 = 33hrs Email newsletter? 2hrs x 1 = 2hrs Time
- 9. 9 Money = Email has the highest rate of return of any online marketing medium £38 for every £1 spent
- 10. 10 76%of subscribers made a purchase from an email campaign Smith-Harman survey Impact
- 11. The magic of the ‘opt-in’ Say NO to SPAM: SPAM doesn’t work SPAM damages your brand SPAM is in the eye of the beholder 11
- 12. The magic of the ‘opt-in’ People WILL join: You have to ask They have to see why They have to feel safe 12
- 13. Lessons in list-building Add “Join My List” to your website Add a link to your email signature Get them on Facebook Create a paper form (don’t just rely on technology) Prepare your “pitch” and ask. Just ask.
- 14. Common pitfalls to avoid My pet peeves 1. Dull content 2. Too salesy 3. Low frequency 4. All image 5. Missing links 14 Examples to go here
- 15. 15 Three simple steps… 1. Get your contact list together, even if it’s just five people. 2. Create and send one campaign…hit send! 3. Watch what happens…do more of what works.
- 16. 16 Get started! Sign up at customerfocus.com/constantcontact $16 / £12 for Customer Focus Users $20 / £15 standard pricing Includes unlimited emails to 500 contacts Mobile optimized templates Live support No contract – cancel any time
Editor's Notes
- #7: Email is at the heart of that cycle, because it builds relationships faster, and sells more than any other marketing medium. …but you’ve got to put some other things in there too. Particularly social media.