Email Marketing 101

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Information about Email Marketing 101

Published on October 29, 2008

Author: mjf7419

Source: slideshare.net

Description

How to generate new business using email marketing

Email Marketing 101 Karl Dias, Director of Sales, NetProspex, Inc. Patrick Wilcox, Enterprise Sales Manager, NetProspex, Inc. Mark Feldman, Director of Product Management, NetProspex, Inc.

Agenda The laws that apply, as well as some very common misconceptions about B2B email marketing The do's and don'ts of B2B marketing via email Email creation and delivery. What works and what doesn't? Statistics and expectations. What can you realistically expect from email?

The laws that apply, as well as some very common misconceptions about B2B email marketing

The do's and don'ts of B2B marketing via email

Email creation and delivery. What works and what doesn't?

Statistics and expectations. What can you realistically expect from email?

A Little Bit About B2B E-mail Marketing Over $250 billion B2B spend driven / influenced by email in 2008 in the US --(Forrester) 80% of marketers say email is the strongest performing media buy with a higher ROI then search (Datran) 50% of marketers are now emailing prospects, not just customers. (Direct Magazine) 78% of marketers say they will significantly increase email marketing investment for customer acquisition in 2008 (Marketing Sherpa) According to the Direct Magazine annual forecast survey, email has become the top medium choice for direct marketers Of the firms polled: 72% send e-mail to customers 10% increase over 2007 50% to prospects 9% increase over 2007 55% of those who use email for marketing plan to increase their budgets for it next year. Source: Center for Media Research, June 4. 2008

Over $250 billion B2B spend driven / influenced by email in 2008 in the US --(Forrester)

80% of marketers say email is the strongest performing media buy with a higher ROI then search (Datran)

50% of marketers are now emailing prospects, not just customers. (Direct Magazine)

78% of marketers say they will significantly increase email marketing investment for customer acquisition in 2008 (Marketing Sherpa)

According to the Direct Magazine annual forecast survey, email has become the top medium choice for direct marketers

Of the firms polled:

72% send e-mail to customers

10% increase over 2007

50% to prospects

9% increase over 2007

55% of those who use email for marketing plan to increase their budgets for it next year. Source: Center for Media Research, June 4. 2008

http://www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtm “ You cannot send an email solicitation without and individual opting in to your E-mail list. The CAN-SPAM act says so!” Wrong Myth Lie Spam Spam Spam

CAN-SPAM Facts for Business The CAN-SPAM Act: Requirements for Commercial Emailers The CAN-SPAM Act of 2003 (Controlling the Assault of Non-Solicited Pornography and Marketing Act) establishes requirements for those who send commercial email, spells out penalties for spammers and companies whose products are advertised in spam if they violate the law, and gives consumers the right to ask emailers to stop spamming them.

CAN-SPAM Provisions 1. It bans false or misleading header information 2. It prohibits deceptive subject lines 3. It requires that your email give recipients an opt-out method 4. It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address See the FTC Web site at www.ftc.gov/spam Or call toll-free, 1-877-FTC-HELP 1-877-382-4357)

1. It bans false or misleading header information

2. It prohibits deceptive subject lines

3. It requires that your email give recipients an opt-out method

4. It requires that commercial email be identified as an advertisement and include the sender's valid physical postal address

See the FTC Web site at www.ftc.gov/spam

Or call toll-free, 1-877-FTC-HELP

1-877-382-4357)

The 3 Things You Will Need 1. A message 2. A list 3. An email delivery service

1. A message

2. A list

3. An email delivery service

First the message and the do's and don'ts of B2B marketing via email The Don'ts: ***EXCE$$!VE ***PUNCTUATION!!!!! Or CAPITALIZATION Stay away from SPAM Filter Catch Words: Free, Viagra , Guarantee , Credit Card , Sex Don’t use long URLs in your emails – Use Hyperlinks Don’t use cluttered layouts, keep it clean and simple! Don’t just send one big image Excessive use of " click here “, especially in all capital letters Stay away from email addresses from free mail services like AOL, Hotmail, and Yahoo

The Don'ts:

***EXCE$$!VE ***PUNCTUATION!!!!! Or CAPITALIZATION

Stay away from SPAM Filter Catch Words:

Free, Viagra , Guarantee , Credit Card , Sex

Don’t use long URLs in your emails – Use Hyperlinks

Don’t use cluttered layouts, keep it clean and simple!

Don’t just send one big image

Excessive use of " click here “, especially in all capital letters

Stay away from email addresses from free mail services like AOL, Hotmail, and Yahoo

And Now… The 10 Must Do’s: 1. Create a compelling or interesting subject line 2. Test, test, test and test again 3. Think above the fold 4. Have a specific call to action 5. Personalize where possible 6. From: [email_address] or [email_address] 7. Stay consistent with branding or style 8. Keep it simple 9. Track your results 10. Start with a good list and Keep it clean

The 10 Must Do’s:

1. Create a compelling or interesting subject line

2. Test, test, test and test again

3. Think above the fold

4. Have a specific call to action

5. Personalize where possible

6. From: [email_address] or [email_address]

7. Stay consistent with branding or style

8. Keep it simple

9. Track your results

10. Start with a good list and Keep it clean

Email creation and delivery. What works and what doesn't? Decide what format your email will be. Rich or plain text Ryan I am with a company called Netprospex , and we offer a great solution for marketing to new prospects and generating sales and have helped companies like WebEx, Citrix, Jupiter Media, Netsuite that I think you will be interested in. We have over 2.6 million highly accurate and very detailed records of key executives that contain email addresses, phone numbers, and in many cases direct dials and extensions. I would like the opportunity to show you the tool, and set you up with a guest account for you and your staff at ABC Co. to evaluate. Ryan what is your schedule like this week, we only need 5 or 10 minutes. Cheers, Patrick Wilcox Account Manager Netprospex 617-600-4705 [email_address]

Decide what format your email will be. Rich or plain text

Rich/HTML The Good & the Bad * Rich interesting colorful text and pictures *Easy to understand clear messaging * Clearly a broad based advertisement *Not personalized * Not targeted

* Rich interesting colorful

text and pictures

*Easy to understand

clear messaging

* Clearly a broad based

advertisement

*Not personalized

* Not targeted

Plain Text the Good & the Bad [[firstname]], I am with a company called Netprospex , and we offer a great solution for marketing to new prospects and generating sales and have helped companies like WebEx, Citrix, Jupiter Media, Netsuite that I think you will be interested in. We have over 2.6 million highly accurate and very detailed records of key executives that contain email addresses, phone numbers, and in many cases direct dials and extensions. I would like the opportunity to show you and your staff at [[company]] the tool, and set you up with a guest account for you to evaluate. [[firstname]] what is your schedule like this week, we only need 5 or 10 minutes. Cheers, Patrick Wilcox Account Manager Netprospex 617-600-4705 [email_address] *Highly personalized *Targeted *Plain *Needs to be short and sweet

Now the List Target your audience Get as targeted and accurate a list you can find Rent vs. Buy

Target your audience

Get as targeted and accurate a list you can find

Rent vs. Buy

Delivery Constant Contact www.constantcontact.com Vertical Response www.verticalresponse.com Gold Lasso www.goldlasso.com New Media Gateway www.newmediagateway.com www.genius.com

Tracking See who opens, clicks, or responds in real time Get test results instantly so you know which emails are working best Assess prospect interest based on web site visit Share best practice templates and send on behalf of others Leverage that info & strike while the iron is hot

Results: What happened after you pressed send?     An introduction to B2B email marketing. If you have ever wanted to try your hand at email marketing to help increase your sales and grow your business, but have felt unschooled or afraid, this webinar is for you. Mark your calendar for Tuesday August 12th from 1:00pm-1:30 EST as NetProspex Director of Sales and email marketing pro, Karl Dias leads a free interactive webinar, E-mail Marketing 101 This 25 minute web event will cover: - The do's and don'ts of B2B marketing via email - The laws that apply, as well as some very common misconceptions about B2B email marketing - Email creation and delivery. What works and what doesn't? - Stats and expectations. What can you realistically expect from email? We will wrap up with a Q&A session. Attendees will receive a complimentary week's guest account to NetProspex that will include 100 daily record views and 200 downloadable records. If you no longer wish to receive e-mail from Netprospex, please reply to Remove © 2006, NetProspex, Inc. 42 Weston St. Waltham MA 02453 ALL RIGHTS RESERVED

Here’s what happened Sent 179,883 Delivered 113,941 Views 12,266 for 6.82% 5% is a good average Hard Bounce backs 2,638 for 1.47% Preference: Plain Text 7 Skipped: Domain Unsubscribe 4 Skipped unsubscribe/ past hard bounces 61,659 Soft Bounce Backs 4,833 for 2.69% Unique Clicks 1,001 for .97% .50% is average Unsubscribe 481 for 0.27%

Sent 179,883

Delivered 113,941

Views 12,266 for 6.82% 5% is a good average

Hard Bounce backs 2,638 for 1.47%

Preference: Plain Text 7

Skipped: Domain Unsubscribe 4

Skipped unsubscribe/ past hard bounces 61,659

Soft Bounce Backs 4,833 for 2.69%

Unique Clicks 1,001 for .97% .50% is average

Unsubscribe 481 for 0.27%

NetProspex

NetProspex Customers

NetProspex Contains … Over 2.6 million contacts Coverage into mid-management decision makers Unique coverage not available elsewhere More than 400,000 companies across U.S. & Canada 75% of contacts have email 99% have phone numbers 15% direct dial phones/extensions

Over 2.6 million contacts

Coverage into mid-management decision makers

Unique coverage not available elsewhere

More than 400,000 companies across U.S. & Canada

75% of contacts have email

99% have phone numbers

15% direct dial phones/extensions

What Sets NetProspex Apart? Accuracy of data Email In-depth coverage mid-management decision makers 414,000 C-Level executives 371,000 VP level 316,000 Directors 158,000 Managers Highly transparent presentation of data Updated quarterly 78% accuracy - backed up by a 100% guarantee

Accuracy of data

Email

In-depth coverage mid-management decision makers

414,000 C-Level executives

371,000 VP level

316,000 Directors

158,000 Managers

Highly transparent presentation of data

Updated quarterly

78% accuracy - backed up by a 100% guarantee

All Searchable by Job Title or Job Function… … Search by specific job title, job function or management level

All Searchable by Geography… … Search by city, state, area code, and zip code

Also Search by… Company name: List of URL’s:

Thank You! www.netprospex.com

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