Email Marketing for your Business

EMAIL MARKETING COMMUNICATE DIRECTLY WITH YOUR CUSTOMERS

HOUSEKEEPING ITEMS •  Please sign in on the sign in sheet •  Next week’s presenta4on: How to create a

business website •  Feel free to work off of you laptops! •  WiFi Password: password

Email Marke4ng for Your Company The Abbi Agency

ABOUT US

Allegra Demerjian Digital Communications Manager

[email protected] @allegradem

Nicole Duxbury Social Media Coordinator

[email protected] @nicoleduxbury

PART 1: GETTING STARTED


WHAT IS EMAIL MARKETING?


DO I NEED EMAIL MARKETING?


Do I have a consistent flow of

information to push out?

Do I have deals and other

exclusive offers that would work?

Are other key players in my

industry using email marketing?

WHICH PLATFORM SHOULD I USE?



MailChimp

•  Customizable templates •  Op4mized for mobile •  User-‐friendly •  A/B Split Tes4ng •  In-‐depth reports on performance •  Geoloca4on and segmenta4on

op4ons •  Social media integra4on •  Pricing based on list size •  Schedule emails



Constant Contact

•  Drag & Drop edi4ng •  Customizable email templates •  Social media integra4on •  Support via phone, email, chat,

videos and more •  Free 30 day trial •  Pricing based on list size •  Schedule emails •  Nega4ves: no customiza4on for

advanced users; lacks autoresponders



Emma

•  Customizable & mobile-‐op4mized templates

•  Response tracking •  Google Analy4cs integra4on •  Easy drag & drop design tools •  Beau4ful interface •  60 day free trial •  Unlimited image hos4ng space •  Scheduled emails •  List customiza4on &

segmenta4on


PART 2: CREATE YOUR STRATEGY


BUILD A STRONG EMAIL LIST


Tips for your email list: •  Quality over quan4ty •  Follow the rules

•  Opt-‐in and Opt-‐out •  Don’t just add random contacts •  Don’t buy/sell lists

•  Feature on your website •  Double opt-‐in •  Be honest & straigh^orward •  Build off of your current subscribers •  Contes4ng and incen4vizing •  Use your assets to encourage sign

ups •  Promote on social media

PREPARE AND STRATEGIZE


Build an Ed Cal of topics Timing •  Be consistent •  Pick op4mal 4mes

•  Thursdays, 9-‐11am or 2-‐3pm Frequency •  Objec4ve: Value •  Be more concerned on amount of valuable

content you have to send •  Feel out your audience •  Recommend: cover one topic per email

PART 3: SEND YOUR EMAIL


HOW TO SET UP YOUR EMAIL


Design •  Use templates •  Contract out How to get your email open •  Don’t be clever, be straigh^orward •  Use power words & numbers •  Keep it short – 120 characters max •  Make it “from” you •  Experiment with A/B tes4ng •  Make it sound & feel exclusive •  Build trust & expecta4on over 4me

HOW TO CREATE YOUR EMAIL


Keep it short •  Preview ar4cles & deals •  Link back to website Make it Visual •  Include pictures and videos as much

as possible Connect your social and website

HOW TO WRITE YOUR EMAIL


Make emails scan-‐able Be personal and down-‐to-‐earth •  Ask ques4ons •  Don’t follow a strict formula •  Add a personal touch •  Don’t automate your gree4ng •  Use the word “you” Don’t waste people’s 4me •  If no content to share, don’t send an

email •  Don’t always ask for things, also be

useful

MAKE YOUR EMAIL MATTER


Would I subscribe to

this list?

Would I open this email?

Are people benefitting from this?

Would I unsubscribe

from this?

Would I make a purchase?

MORE RESOURCES •  The Abbi Agency Blog •  MailChimp Blog •  Constant Contact Blog & Trainings


QUESTIONS?

THANK YOU

Allegra Demerjian Digital Communications Manager

[email protected] @allegradem

Nicole Duxbury Social Media Coordinator

[email protected] @nicoleduxbury

Small Business & Entrepreneurship

Email Marketing for your Business