Email Marketing

What is email marketing?

Big business, effective, direct marketing, customer retention marketing, one-to-one marketing, database marketing, permission marketing, frequent marketing, inexpensive marketing, trackable.

Email marketing is big business:

32.2 billion email customers, 95 percent of online consumers use email, 91 percent of consumers reported checking email at least once a day For every one dollar or return on investment-ROI, on email marketing investment.

Direct Marketing

Aimed directly at specific consumers, on-on-one, permission oriented.

Customer Retention Marketing

A method used to communicate with your customers regularly, data assembled about each person, messages tailored based on this information.

Permission Marketing

Opt-in (otherwise you are a spammer), should offer a true value-users look forward to it. Sent regular weekly, monthly, daily.

Opt-In Email

Advertisements or other promotions that are developed by consumers who proactively agree to receive such mail.

Email Marketing is Trackable

Track site visits and resulting sales to your specific promotions. Record X number of visits, Y number if sales, and Z amount of Revenue generated by visits.

Frequent Marketing-Email Drip Marketing

Scheduling regular emails. You drip frequent emails to your customers, one at a time.

Email Marketing is In expensive Marketing

Manage database, no matter the quantity or frequency, costs are essentially the same, marketing democracy, need-intelligence and creativity.

Email Messages are Trackable

Number of messages sent, resulting sales, source of sale, and return on investment second only to S E M.

The Email Bottom Line

Email is best for soliciting direct sales and majority is directed at existing customers.

Building an Email List

Buy external databases-prices varies based on quality; number of times used, etc, ask for name names from in store customers. Cannot be negative-offer a benefit.

What to do before you email

Get data you need to connect, nurture and score leads, automate campaigns, and use web tracking.

What to do in the email

Familiar look and feel-consistent company branding, appealing subject line, integrate with social channels, valuable content, clear value proposition, relevant image-boosts conversion rates, valuable landing page, visible unsubscribe link, and mobile optimized.

Understanding the benefits of email marketing

Ask for immediate action, gather feedback, generate awareness, stay top of mind and combine email with other media.

Email Service Providers

Improved email deliverability, database list management, email template design, email message and content creation, tracking reports, and advice counseling.

Email Tracking

Delivery rate estimated percent of legitimate email categorized as SPAM. Open rate-add H T M L to email message to track.

Ensure Emails are Opened

Identify yourself and write an appealing subject line-fifty characters or less-twenty if mobile.

Stick with one clear call to action-C T A

Determine what the main goal is, then make sure the call to action serves that goal. A clear call to action will make clear for the reader: what is expected, where the call to action will take him, and why he has to go there. Apply now, create an account, sign up now, and contact us.

Create a Mobile-Proof Email

In 2012, mobile online traffic was twelve times the size of total internet traffic in 2000. Marketing professionals, Thirty eight percent are opened on a mobile device. Make call to actions large enough for fingers.

Email Tracking Two-

Click through rate C T R is twelve percent, varies widely based on B or B or B to C and quality of email list. Conversion rate sales! Unsubscribe rate.

Email Tracking Three-

Return on investment per campaign, one, two, three days after sending. Segment into groups.

Where to find email names

On the home page of your website. On a special email preference center page of your website. On any product page on your website. On your sites checkout page. On you sites technical support and customer support page. On your company blog. At the bottom of the email message you send. Via telephone, when customer calls customer service or technical support. If you have retail locations.

What benefits can you offer in exchange for permission to email your offers to a person?

More information. Updated information-new product announcements, product updates, and so forth. Technical support. Deals and specials. This may take the form of weekly sales prices or something similar. Free access to otherwise-paid information, such as archival content. A discount on their next order. A free gift of some sort.

Blog as a noun

Describes a web based jounal.

Blog as a vern

Means to add content.


Is the activity of of updating a blog.


Is someone who runs a blog.


The entire universe of blogs.

What are blogs?

Blogs are composed of individual posts, typically 2-3 paragraphs long. Blog posts are displayed in reverse chronological order so that the newest posts always appear at the top of the page older posts are typically accessed via some sort of archive link.

What are company blogs used for?

As a marketing tool, a way to talk directly to your customer base on a regular basis. In a mix of public relations and promotion, a source of information about your company and your products , of the primary uses of your blog.

Page Views Tracking Metric

Track this one over time to see if traffic is increasing over time.

Unique Visitors Tracking Metic

Same as with page views, helps you track traffic over time.

Session Duration Tracking Method

Tells you whether a visitor is fully reading an article or getting off before they get to the end.

Traffic Sources Tracking Metric

Us this metric to determine where your blog traffic is coming from-search engines (and if so, for what key words) link from other blogs and so forth.

You want to track metrics

For each individual post to your blog, as well as the blog itself. Develop a matrix with complete