Presenter: Paul Teague
http://self-publishing-journeys.com
• What is email
marketing?
• Why should all
businesses be
email marketing?
• A look at the best
email marketing
services
• Setting up your
(free) MailChimp
account
• Basic MailChimp
account settings
• The basic rules &
regulations of
email marketing
• Email marketing
techniques and
tips
• Open rates,
analytics and
resends
• Why people
unsubscribe from
your emails
• It allows you to capture the names and email addresses of your
prospects and customers
• It allows you to email (follow up with) your prospects as many
times as you wish, whenever you want to
• It allows you to capture whatever information that you want to
about your prospects ie phone number, address, shoe size, car
renewal year etc
• It gives you full analytics about who’s opening your emails and
if they’re consuming your content
‘Opt In’ Forms
If you don’t use email marketing in your business ...
• You will be leaving money on the table
• You will be letting prospects visit your web site or blog and drift away,
never to return again
• You will be losing out on possible repeat sales, cross sells and upsells
(shout if you don’t know what I mean by that!)
• You will be losing business to competitors who are using auto responders
in your business
• Not using email marketing in your web based marketing is like letting a
customer walk into a shop, completely ignoring them, then letting them
walk out again without even saying ‘Hello’! If you were that customer, how
would you feel about that?
What’s the ‘big deal’ then?• Using email marketing is like getting someone’s phone number with the
promise of a date ... it means you can follow up, you just got a foot in the
door
• Using email marketing means that you’re maximising the potential of your
blog or web site ... it doesn’t just ‘sit there’, it’s working for you on auto
pilot 24/7
• Using email marketing allows you to track how well you’re doing in your
marketing, so if it’s not working you can ditch it and if it is working you can
do more of it!
• Using email marketing means that you always have pre-sold potential
buyers on tap ... so whenever you have a new offer, you have an online
queue ready and waiting!
• Using email marketing means that you own your data (rather than just
having ‘likes’ on Facebook or ‘followers’ on Twitter). That means you can
take it with you and use it with other software if you want to.
• It’s free! (Up to 2000
subscribers & 12,000 emails per
month)
• It’s simple and coaching is
provided
• It’s scalable – as your
subscriber list grows
http://mailchimp.com
http://www.paulteague.com/EMVIDEO
You can’t just email anybody ...
rules and regulations apply!
We call ethical email marketing
‘permission based marketing’
because we never send out
emails without consent and
permission
You must make sure that you add in your full
and accurate business details
You must make sure that you add in the ‘"You
are receiving this email as an XYZ customer."
section, because it will stop people
unsubscribing.
You must have an unsubscribe
link available on every
marketing email that you send.
• You must include your contact information inside
every promotional email that you send, including a
physical mailing address where you can receive mail or
a PO Box (not a website or email address.)
• You may not falsify your contact information or
subject line.
• Even if you are outside the US, most servers live in
the US (all US standards have to be observed).
The Privacy and Electronic Communications
(EC Directive) Regulations
I’m not a legal expert BUT:
• It mainly relates to data protection
• In very simple terms, don’t do bad stuff ... make sure you have
permission, don’t sell data, don’t lose data, don’t publish peoples’ data ...
just behave ;-)
• It is unlawful to send someone direct marketing who has not specifically
granted permission (via an opt-in agreement) unless there is a previous
relationship between the parties. Organisations cannot merely add
peoples’ details to their marketing database and offer an opt out after
they have started sending direct marketing.
I register every year via: https://ico.org.uk/
It costs me £35 annually
It’s a simple process
I’m issued a certificate every year and
I note this on my web sites
Don’t be put off by any
of this
Follow the simple rules
and you’ll be able to go
about email marketing
with no problems.
• Email marketing is a skill, which you need to practise,
tweak and get better at – don’t expect to be brilliant
immediately!
• Don’t just think of it as ‘another email’ ... a different subject
line, a more creative treatment, a unique offer can improve
your open rates and click rates
• Test different techniques ... do more of what works, do less
of what doesn’t
• There is not ‘one way’ to do email marketing ... you have to
build your relationship with your own subscribers
• Keep it friendly and informal – who likes stuffy?!
• Write a meaningful subject line
• Write an eye-catching subject line
• Keep the message focused and sharp
• Avoid attachments and images
• Identify yourself clearly
• Be positive – always!
• Proofread before sending
• Be conversational
• Respond promptly to queries
• Do not be too ‘salesy’
Writing emails – simple tips
An open rate indicates the percentage of emails sent
out that were actually opened
Why is that important?
It’s immediate feedback
If you pay attention to these stats you can see what works best
and what works worst
You can resend the email to those people who didn’t open the
first time
A resend is when an email is sent again to somebody
who didn’t open it first time around but it has a
different subject line to entice them to open it
Why is that important?
You should use resends
We’re all busy and we don’t open every email ... so a resend
gives another opportunity to access your content
Don’t be afraid to resend a 3rd and 4th time!
Take notice of opens, unopened, clicks
(CTR=Click Through Rate), unsubscribes,
complaints and industry average opens
Targeting correctly?
New territories?
How are
you
doing?
Can you
improve?
Why do people unsubscribe?
• People will unsubscribe ... don’t take it
personally!
• Do take it personally if lots and lots of people
unsubscribe ... it means you did something
wrong!
• You’ll get a constant trickle of unsubscribes – it
hurts at first!
• You’ll get complaints too – people forget they
subscribed (which is why it’s important to
complete the ‘where you subscribed’ info)
What’s most important?
• I’m most concerned about my open rates and
my click through rates
• I improve open rates by working on my subject
lines
• I improve click through rates by improving my
email writing and my calls to action
• If I get high complaints or high unsubscribes I’ll
dig deeper and spend some time figuring out
what caused it (Horrible offer? Too commercial?
Bad humour? Careless spelling?)
• Email marketing is not as effective as it used to be
• Youngsters tend not to use email
• Internet users spend more time checking their Facebook and
Twitter account daily.
• Many people use mobile devices, make sure your
emails can be read on mobile
Email marketing truths
1) Make sure you use email in your business
2) Plan ahead when selecting your auto responder service
3) Stay legal at all times
4) Use a CRM when your business needs it
5) Don’t pay for subscribers who are wasting your money
6) Do recycle subscribers in clever and more cost effective ways
so that they can re-engage with you when they’re ready
7) Spread the word! Many local businesses won’t
even know that auto responders exist!
More information and resources about
email marketing:
http://paulteague.com/EMALLi
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