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