Email Marketing Success Presented to Aceware Users

1. Email Marketing SuccessPresented to Aceware Users Dan Belhassen greatBIGnews.com Modern Earth Inc.

2. About your presenter • Dan Belhassen • Founder and President of Modern Earth Inc., an Internet technology company • Website creators, online software developers, search engine consultants, new media marketing specialists • Developers of “greatBIGnews.com”

3. You use email marketing.. Don’t you?

4. Why not? • Cheapest way of reaching your market • Allows you to make rapid changes • Allows you to do “just in time” marketing

5. Interesting Statistics

6. Interesting Statistics • 66% of those surveyed said they had made a purchase because of a marketing message received through email. - ExactTarget, "2008 Channel Preference Survey" (2008) • Consumers who subscribed to email newsletters generated 34.25% more product sales. - MarketingSherpa in association with ConAgra Foods (2007)

7. Interesting Statistics • Wednesday was the best day of the week in the third quarter of 2007 to send email in terms of click (3.9%) and open rates (25.4%). - eROI (2007) • Average open rates on Tuesdays were 22.6% and clicks were 3.2%; open rates on Thursdays were 23.6% while click rates were 3.7%; open rates on Friday were 23.1% and clicks were 3.1%; and open rates on Sunday were 20.7% while clicks were 2.4%. - eROI (2007)

8. Interesting Statistics • Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer (2008) • Emails that had only the subject line personalized (12.4% Open Rate & 1.7% CTR) did worse than those with no personalization at all (13.5% Open Rate & 2.7% CTR). - MailerMailer (2008)

9. Interesting Statistics • Seven in 10 US Internet users said they judged these "from" and "subject" lines when deciding whether to report an email as spam. - E-Mail Sender and Provider Coalition and Ipsos (December 2007) • Including the company name in the subject line can increase open rates by up to 32 percent to 60 percent over a subject line without branding. - Jupiter Research (2007)

10. Interesting Statistics • What Kinds of Subject Lines Most Attract Your Attention? • 55.2% - Clearly State the Offer • 49.6% - Discount or free shipping • 48.8% - Brand name or sender • 33.8% - Curious • 30.3% - Promise immediate answers (download or survey) • 18.7% - Short • 15.2% - Promise to solve a specific problem • 14.1% - Funny • 11.0% - Has my name in it • -Return Path survey evaluating Holiday Subject Lines (2006)

11. Interesting Statistics • Time of day online users check personal emails at work

12. Interesting Statistics • When online users check their email

13. Interesting Statistics • Where online users check their email

14. Email Study: Moms • Recent study by online retailers • Goal is to understand how moms respond • We can learn from these results… • From Lucid Marketing & Email Labs

15. Email Study: Moms • Subject lines that will motivate moms to open a retail email message

16. Email Study: Moms • How often moms would like to be notified by retail emails

17. Email Study: Moms • Product information in retail emails that will motivate moms to click

18. This presentation assumes.. • You are currently email marketing • You would like to improve your success rate

19. Top 6 ways to Improve Success

20. #1 Create Targeted Lists

21. #1 Create Targeted Lists • Don’t just have one large list! • Target your best (repeat) customers • They are most likely to re-enroll with you

22. #1 Create Targeted Lists • Separate list based on interest area • Attended a course category in last 24 months • Computer, photography, gardening, business, health • or separate by demographic • Senior, Youth, Family • Or both!

23. #1 Create Targeted Lists

24. Sample “General” template

25. Sample “GenX” template

26. Sample “GenY” template

27. #2 Maximize Opens • The “open decision” will be based on • The From address / Identity • The subject line

28. #2 Maximize Opens • From Address • Composed of a NAME and EMAIL ADDRESS • Usually only the name will be visible • Clearly identify who you are • Critical for credibility

29. #2 Maximize Opens Name of Sender

30. #2 Maximize Opens • Assuming credibility is established… • The subject line says what the message is about • Make it clear enough to help the receiver delete it • WHAT? Yes! • They should be trained that the subject line is directly related to content • Overall open rates will improve over time • But what makes a good subject line?

31. #2 Maximize Opens • But, why guess when you can measure? • Take 25% of your list and divide into A/B groups • Send subject 1 to group A • Send subject 2 to group B • Send the “winning” subject line to the remaining group

32. #2 Maximize Opens • But, why guess when you can measure? • Take 25% of your list and divide into A/B groups • Send subject 1 to group A • Send subject 2 to group B • Send the “winning” subject line to the remaining group • Use your statistics to improve your success

33. #2 Maximize Opens • But, why guess when you can measure? • Take 25% of your list and divide into A/B groups • Send subject 1 to group A • Send subject 2 to group B • Send the “winning” subject line to the remaining group • Use your statistics to improve your success 17% 23%

34. #2 Maximize Opens • Which are better for your audience? • Specific deadlines • Price (eg: discounts) • Urgency • Don’t miss out on great fall courses! OR • Fall course calender now available

35. #3 Use “calls to action” • Tell your subscriber what to do! • Clearly communicate the next action they should take

36. #3 Use “calls to action”

37. #3 Use “calls to action”

38. #3 Use “calls to action” Classy art Everything on one page 1 2 3

39. #4 Targeted Follow ups • Most email marketing systems will provide • Everyone who opens a promo • Everyone who clicks on a link • Create a follow up list based on opens and clicks • Send a targeted follow up

40. Sample initial promo

41. #4 Targeted Follow ups • Sample follow up

42. #5 Measure Results • Most systems will provide a reporting mechanism • See which promos have gotten better results • Example why that is • Try A/B testing with different content

43. #6 Track Conversions • There are three main conversion steps • Are you tracking each step? • Click-through > website • Website > registration form • Registration form > submission

44. #6 Track Conversions • Ultimate conversion tracking • Tie your email marketing to Google Analytics • Use conversion tracking tool • Will show you which links ultimately generated ROI

45. Sample Marketing Plan

46. Preparation • Promote list through website • Show example of past editions • Ask for as little information as possible • Set expectations on frequency

47. Preparation • Promote newsletter through brochure • “Want to learn about new courses? Sign up online!” • “Learn about hot new courses first with our email alerts!” • “Enter to win your course for free at www…”

48. Preparation • Provide an incentive • Draw or contest • One “reader” per month wins? • One “new subscriber” per month wins? • Free course? Gift certificate?

49. Preparation • Train staff • “Always be asking” for permission • How to handle questions • Modify procedures • Opportunities to gain permission • Phone calls, course evaluations, registration methods

50. Preparation • Record of all email promotions • Print outs of promotions • Indication of subject line, open rate, CTR • ROI (number of registrations)