Optimized! www.MaryBowling.com

1. Introduction to Email Marketing Mary Bowling Twitter: @MaryBowling Blog: www.MaryBowling.com Google+: MaryBBowling@gmail.com Optimized! www.MaryBowling.com www.LocalU.org

2. Optimized! www.MaryBowling.com www.LocalU.org

3. Optimized! www.MaryBowling.com www.LocalU.org

4. Optimized! www.MaryBowling.com www.LocalU.org

5. What Is Email Marketing? • Communicating via email with people who have given you permission to do so Optimized! www.MaryBowling.com www.LocalU.org

6. Email Marketing = Engagement • It’s more about engaging with people and NOT always about selling Optimized! www.MaryBowling.com www.LocalU.org

7. Why Use Email Marketing? • To stay in contact with your current customers and others who have expressed interest in your business Optimized! www.MaryBowling.com www.LocalU.org

8. Why Engage With Current Customers? It costs about 6 times more to gain a new customer that it does to keep a current customer Optimized! www.MaryBowling.com www.LocalU.org

9. Why Engage With Current Customers? Current customers refer new customers to you along with their recommendation Optimized! www.MaryBowling.com www.LocalU.org

10. Why Engage With Current Customers? Repeat customers spend more money with you than new customers Optimized! www.MaryBowling.com www.LocalU.org

11. Why Use Email Marketing? • Email Marketing has the best ROI (return on investment) of all online marketing methods! Optimized! www.MaryBowling.com www.LocalU.org

12. Why Use Email Marketing? Direct mail marketing costs 20 times more than email marketing to get the same response Optimized! www.MaryBowling.com www.LocalU.org

13. Why Use Email Marketing Software? • Easy to use • Support and training • Better, more consistent branding • Better formatting, more visually appealing Optimized! www.MaryBowling.com www.LocalU.org

14. Why Use Email Marketing Software? • Industrial strength features and pros have your back • Send more emails at once • Get better delivery rates • Stay off spam lists • Get tracking metrics Optimized! www.MaryBowling.com www.LocalU.org

15. Why Use Email Marketing Software? • Easier list management and compliance with regulations • Add subscribers • Remove unsubscribers • Deal with bounce backs Optimized! www.MaryBowling.com www.LocalU.org

16. Choosing Email Marketing Software • Some of your choices: • Mail Chimp • http://www.mailchimp.com/ • Constant Contact • www.constantcontact.com/ • Vertical Response • http://www.verticalresponse.com/ • See More Choices and Reviews: http://www.nextadvisor.com/email_marketing/compare.php Optimized! www.MaryBowling.com www.LocalU.org

17. Choosing Email Marketing Software • Cost vs needs: • Free or Free Trial • Try before you buy • Pay As You Go • Pay for what you need when you need it • Monthly subscription • (often less than $10/mo) • List size • More addresses costs more Optimized! www.MaryBowling.com www.LocalU.org

18. Choosing Email Marketing Software • Features to consider: • Free templates • Tutorials and training materials • Online Support • Mobile-friendly emails Optimized! www.MaryBowling.com www.LocalU.org

19. Mobile-Friendly Email Required! • 42% of all emails are now opened on a mobile device! • Increased by 120% in past 18 months • Increased by 138% in the 18 months before that Optimized! www.MaryBowling.com www.LocalU.org

20. Collecting Email Addresses • Set up online forms where you can • Link to these forms from other online places Optimized! www.MaryBowling.com www.LocalU.org

21. Collecting Email Addresses • Collect email addresses at your place of business • Ask in person and over the phone Optimized! www.MaryBowling.com www.LocalU.org

22. Collecting Email Addresses • Collect email addresses at events where you are speaking, networking, exhibiting, etc • Get explicit permission to email people Optimized! www.MaryBowling.com www.LocalU.org

23. Collecting Email Addresses • Consider offering something of value in exchange for an email address Optimized! www.MaryBowling.com www.LocalU.org

24. Email Address Magnets Freebies Coupons Discount codes Loyalty perks E-books Whitepapers Useful Tools Insider Tips Statistics Guides How To’s FAQs Contest Entry VIP Status Optimized! www.MaryBowling.com www.LocalU.org

25. Segment Your Email Lists Segment lists into meaningful groups Have people self-segment BUT don’t require too much information Optimized! www.MaryBowling.com www.LocalU.org

26. Email Marketing vs Email Spam The receiver decides what is spam, not the sender If it’s something they want to see, it’s not spam Optimized! www.MaryBowling.com www.LocalU.org

27. Is Email Marketing Spam? • Don’t email market w/o understanding its permission-based nature and the regulations that govern it. Optimized! www.MaryBowling.com www.LocalU.org

28. Walk Before You Try to Run • Most email marketing software is very sophisticated. • Get the basics down first! Optimized! www.MaryBowling.com www.LocalU.org

29. What’s Next? • Start collecting addresses, even if you’re not sure what to do with them, yet Optimized! www.MaryBowling.com www.LocalU.org

30. What’s Next? • If you already have a list, start thinking about how to leverage it to engage, build relationships and gain trust with current and prospective customers. Optimized! www.MaryBowling.com www.LocalU.org

31. THANKS! • Mary Bowling • Twitter: @MaryBowling • Blog: www.MaryBowling.com • Google+: MaryBBowling@gmail.com • Class information: • http://www.marybowling.com/local-search-optimization/local-search-classes-at-planet-ocean/ Optimized! www.MaryBowling.com www.LocalU.org