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May 18, 2010

Growing Business with Email Marketing

At New England Xpo for Business in Boston today listening to Corissa St. Laurent from Constant Contact talking about email marketing.

I really don't like getting email from companies, why would I attend something like this? Because I've had customers ask for it, and understanding how to do it right will benefit customers and business.

Some Facts

It takes, on average, 5-10 communications with a company before a customer will buy your product.

It is 6 times more expensive to get a new customer than to retain a customer, and return customers spend 67% more. After 10 purchases a customer has referred up to 7 people.

1.4 billion people use email on the world. 87% of consumers online time is spent reading emails.

What is Email Marketing

Email marketing is not SPAM. It is delivering professional communication, to an interested audience who has asked to receive your email, that contains information they find valuable.

Building trust means setting expectations (how many, when, what), matching expectations, abiding by SPAM laws (include physical address and opt-out), and gaining permission.

Making the Connection

Build your list where you connect. During sales call, at events and meetings, in email signatures, and on the web site.

On a sign-up page, include your logo and branding, describe your email content, ask about their interest, ask for additional information.

Keep email very short. You have 11-20 seconds of time once a person opens the email. Make sure you get to the point quickly. Put a strong call to action. "Order now and get 10% off", "Click here for more information", "Forward this to your friend if you found this interesting".

Frequency and Delivery

Create a master schedule. Must send at least 4 times a year or else you are irrelevant. Monthly is good, sometimes daily is important depending.

Day of the week and time is important. Tuesday & Wednesday are generally optimal, between 10am to 3pm, but for something like a night club or weekend getaway Friday might be best.

Getting Email Opened

Must come from the right name. 60% of folks decide on the from name alone if they will open. The from address should be familiar as well.

The subject line is really important. Clever, tricks, and funny subject don't work. The subject should be 5-8 words (30-40 characters) that incorporate the immediate benefits. Magazine covers are good things to look at for examples. Make sure there are no spam words.

One tip is to write the subject line last.

Tracking and Reporting

Tracking is important to learn about the audience. Find out who opened, who unsubscribed, clicked through. Watch trends, see how many are opening, how many are clicking.

Q/A

Use color cop for matching colors and finding good color schemes.

Don't use images for critical pieces of information because they get blocked.

Posted by mike at May 18, 2010 8:27 AM