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The Insider Secrets to The Most Effective Form of Online Communication By Ryan P. Allis, CEO of iContact April 12, 2008 HYATT REGENCY ORANGE COUNTY So, What’s The Most Effective Form of Online Communication? LESSON: Thoughts become things The Most Effective Form of Online Communication is… LESSON: Thoughts become things LESSON: Thoughts become things Everybody uses it It’s ubiquitous It’s asynchronous SPAM CIALIS WIRE FRAUD BUY NOW!!! I’M LONELY TONIGHT But email gets a bad rap… LESSON: Thoughts become things CRACKBERRY ADDICTS NO MORE FREEDOM NO MORE TIME EMAIL LESSON: Thoughts become things Used Because It’s Effective, Since 1965 EMAIL LESSON: Thoughts become things LET’S GIVE IT SOME LOVE So, email is the most effective form of online communication. LESSON: Thoughts become things But, what is the most effective form of online marketing??? LESSON: Thoughts become things HINT: EMAIL EMAIL + MARKETING = MARKETING LESSON: Thoughts become things When email is one-to-one it’s just email. LESSON: Thoughts become things When email is one-to-many, it’s email marketing. LESSON: Thoughts become things Today, I have a Big Hairy Audacious Goal Mr. Gorilla, the Email Marketer My BHAG is… To create over 300 new Certified Expert Email Marketers (CEEMs) THE TWO TYPES OF EMAIL MARKETING There are two types of email marketing… LESSON: Thoughts become things GRRR! SPAM LESSON: Thoughts become things OPT-IN What’s the best way to turn your prospects into customers? LESSON: Thoughts become things AND what’s the best way to turn those customers into lifetime evangelizers? LESSON: Thoughts become things OPT-IN EMAIL MARKETING LESSON: Thoughts become things THE AXIOM OF VALUE LESSON: Thoughts become things THE 3 TYPES OF OPT-IN Opt-in can only occur if there is permission LESSON: Thoughts become things There are different types of opt-in THE KEY TO PERMISSION 1. Single Opt-In 2. Notified Opt-in 3. Confirmed Opt-in THE KEY TO PERMISSION THE 3 SACRED RULES OF PERMISSION Even if there is permission, a message can still be spam LESSON: Thoughts become things You must be clear about: LESSON: Thoughts become things 1. WHAT YOU’LL BE SENDING 2. HOW OFTEN 3. FROM WHOM Disclose at the point of sign-up the content, frequency, and the sender LESSON: Thoughts become things LESSON: Thoughts become things The 3 Sacred Rules… 1. Don’t send something different that what you said you would LESSON: Thoughts become things 2. Don’t send something more or less frequently than you said you would LESSON: Thoughts become things 3. Don’t let other people/brands send anything to your list (unless disclosed) LESSON: Thoughts become things Violate any of these three sacred rules… LESSON: Thoughts become things THE VALUE OF OPT-IN EMAIL MARKETING So, opt-in email marketing is communicating to existing customers, members, and prospects LESSON: Thoughts become things Opt-in email marketing pays back $15.50 in return for every $1 spent LESSON: Thoughts become things Source: Winterberry Group, May 2006 What can opt-in email marketing do for your business? LESSON: Thoughts become things Email Marketing… • Drives repeat sales, referrals and customer lifetime value • Increases prospect conversion, keeps your company at top of mindLESSON: Thoughts become things • Is easy to use and at a low cost, with measurable results • Has the highest ROI on any online tool, $15.50 in return for every dollar spent Attract Convert Retain Email marketing (done right) will greatly increase your: 1. 2. 3. 4. Prospect-to-customer conversion Repeat visits Repeat orders Customer lifetime value LESSON: Thoughts become things THE 8 USES OF OPT-IN EMAIL MARKETING How can you use email marketing in your organization? LESSON: Thoughts become things You can send: 1. 2. 3. 4. 5. 6. 7. 8. Monthly newsletters LESSON: e-courses Thoughts become things Automatic Sale promotions Weekly coupons Customer surveys Group member updates Donor fundraisers Paid insider-only content THE 5 STEPS TO GETTING STARTED QUICKLY 1. Determine if you want to manage your email list manually or automatically LESSON: Thoughts become things 2. Upload your existing list LESSON: Thoughts become things 3. Put a sign-up form on your home page (and all pages) with clear disclosure and value statement LESSON: Thoughts become things 4. Select your template and insert your content LESSON: Thoughts become things 5. Send on the schedule you set and track your results LESSON: Thoughts become things WHAT TO LOOK FOR Key Features to Look For Key Features to Look for in an Email Marketing Product Open & Click Through Tracking Bounceback Handling Sign-up Form Tool CAN-SPAM Compliance Pre-Designed Templates WYSIWYG Editor Multiple Lists Image Hosting Subscriber Management List Importing Web-based List Segmentation Autoresponder Tool Survey Tool RSS Feed Tool SpamCheck Public Newsletter Archiving Published Inbox Deliverability Rates GETTING GREAT INBOX DELIVERABILITY Getting InboxGetting Delivery Inbox Delivery 1. Make sure your Email Service Provider is whitelisted with AOL, Yahoo, Gmail, and Hotmail 2. Make sure your ESP isn’t currently on any blacklists 3. Make sure your ESP has feedback looks set up 4. Ask your subscribers to add your email address to their address book 5. Use SpamCheck to ensure your message doesn’t have any trigger words or trigger elements 6. Don’t use trigger words in your subject lines 7. Use consistent from names 8. Use the same from address every time Words to Avoid Getting Inbox Delivery Elements to Avoid Getting Inbox Delivery 1. Avoid CSS 2. Avoid Javascript 3. Avoid Forms 4. Avoid using ALL CAPS 5. Avoid using just an image with no text 6. Avoid Big Red Lettering Getting Inbox Delivery The Keys to CAN-SPAM 20 WAYS TO BUILD YOUR LIST Build your list through: 1. 2. 3. 4. 5. 6. 7. 8. Trade Shows Seminars conferences Point-of-sale forms LESSON: Thoughts become things Squeeze pages and lightboxes Events Free report response ads Your email signature Co-registration LESSON: Thoughts become things Create an effective sign-up form by: 1. 2. 3. 4. Positioning it above the fold LESSON: Thoughts become things Having an overwhelming value proposition Offering an opt-in incentive Collecting whatever data you will want to segment by 5. Minimizing fields for maximizing sign-ups LESSON: Thoughts become things LESSON: Thoughts become things LESSON: Thoughts become things LESSON: Thoughts become things LESSON: Thoughts become things PERSONALIZE YOUR MESSAGES Without Personalization… LESSON: Thoughts become things With Personalization… LESSON: Thoughts become things Standard Fields The standard mail-merge fields are usually along the lines of: Prefix - [prefix] First Name - [fname] Last Name - [lname] Suffix - [suffix] Business Name - [business] Email - [email] Phone - [phone] Fax - [fax] Address 1 - [address1] Address 2 - [address2] City - [city] State - [state] Zip - [zip] List Name - [listname] WRITE GOOD SUBJECT LINES Write Compelling Subject Lines… 1. 2. 3. 4. 5. Answer what’s it in for them Open with a benefit or curiosity Create aLESSON: sense of urgency Thoughts become things Personalize it Keep it under 35 characters BAD ENTREPRENEURSHIP CHRONICLE FOR AUGUST 2008 LESSON: Thoughts become things GOOD [fname]’s Entrepreneurship Chronicle BAD Want to get out of the city this weekend? LESSON: Thoughts become things GOOD [fname], want to get out of [city] this weekend? A good open rate is 20% LESSON: Thoughts become things A great open rate is anything above 30% A good CTR is 2% LESSON: Thoughts become things A great CTR is anything above 4% 9 TIPS TO WRITE GREAT NEWSLETTERS Write Compelling Newsletters… 1. 2. 3. 4. 5. 6. 7. 8. 9. Provide quality content and make the value to the reader clear Build a long term relationship and use a consistent LESSON: Thoughts become things voice Describe compelling benefits for your offering. Use credibility indicators Don’t use long copy, or sell directly in the email Use lots of links, drive traffic to the site Use the calendar to send date-relevant promotions Create urgency with limited time offers Have a clear call to action at the end USE LIST SEGMENTATION You can use list segmentation to: 1. Target specific demographics 2. Provide a discount to active customers 3. Send separate messages to customers who open or click more 4. Create sub-groups based on survey response data TRACK & OPTIMIZE YOUR RESULTS You can use an ESP to track 1. 2. 3. 4. 5. 6. Opens Clicks ForwardsLESSON: Thoughts become things Bounces Complaints Unsubscribes Split test different subject lines, content, and days with subsets of your list LESSON: Thoughts become things Tuesdays, Wednesdays, and Thursdays mornings and early afternoons are generally best times to send emails LESSON: Thoughts become things LESSON: Thoughts become things CREATE AN AUTORESPONDER ECOURSE MY TOP 8 EMAIL MARKETING TIPS Top 8 Email Marketing Tips 1. Start Email Marketing Today :Email marketing is the most cost effective means of reaching prospects, constituents, and customers. 2. Put a Sign-Up Form On Your Site: A big mistake of web site owners is sending out an email newsletter but not putting a sign-up form on your web site. 3. Be Clear About What You Will Send and How Often: The biggest cause of spam complaints is recipients not receiving what they expected to receive when they opted-in. Send valuable content on a set schedule and be clear in your opt-in form. 4. Send During the Best Times: The best times to send an email to consumer addresses are: Tuesday through Thursday 6pm to 8pm and Sunday 7pm to 9pm. The best times to send an email to business addresses are: Tuesday through Thursday 9am to 11am, 1pm to 3pm. Top 8 Email Marketing Tips Continued 5. Maximize Deliverability: Add a message at the top of your emails that says "To ensure receipt of our emails, please add [email protected] to your Address Book." Make sure to use the SpamCheck feature. 6. Have a Consistent From Name: Use either your company name or the name of a person at your company. Once you choose a From Name, keep it consistent. 7. Send HTML & Text: Include both a plain text and an HTML version of your newsletter. If you don’t include a plain text message, around 5% of your recipients will see a message with nothing in it. 8. Build Your List At Every Opportunity: If you have a retail location, add a point-of-sale sign up form. At conferences or events, ask everyone you speak with if you may add them to your list after you exchange business cards. Add your newsletter sign-up form to every page on your web site. THE ROLE OF EMAIL IN THE 3 TYPES OF MARKETING Three Types of Marketing There are three types of marketing: • Acquisition marketing • Conversion marketing • Retention Marketing 1. Acquisition Marketing Acquisition marketing acquires prospects via: A. Display Advertising (Cost Per Impression) B. Cost Per Click Advertising C. Organic Search Optimization D. Co-registration Deals E. Affiliate/CPA Marketing F. Social Media Marketing A. Display Advertising Ad Servers • DoubleClick (Google), Atlas (Microsoft), Zedo, or Open Adstream • MediaVisor, RFPs, IOs Ad Networks • Tribal Fusion • Advertising.com • Tacoda • AdBrite • 24/7 Real Media • aQuantive • Blue Lithium • Casale Media • Revenue Science • DrivePM • Value Click Acquisition Marketing B. Cost Per Click Advertising Major Networks (90%) • Google Adwords (65%) • Yahoo Panama (17%) • Microsoft AdCenter (8%) All Other Networks (10%) • Kanoodle • Miva • Findwhat • 7Search • Zango C. Organic Search Optimization Basic Steps to Rank Well for Competitive Search Terms: 1. Determine Keyphrase: Determine which target keyphrase you want to rank for. 2. Increase Keyphrase Frequency: Place keyphrase on your home page 5-10 times, in image alt tags, in title tag, in H1 tag, in anchor text. 3. Add Thematic Content: Add 20-30 articles to your web site about topics related to your keyphrase. 4. Build Reputation: Get at least 20-30 other web sites and blogs to link to your content. Number needed determined by authority of sites (PR) and competitiveness of target keyphrase. D. Co-Registration Deals Co-Registration networks • Opt-intelligence • Q Interactive • Lead Point • CoregMedia E. Affiliate/CPA Marketing Affiliate Networks/Programs • CommissionJunction • LinkShare • Share A Sale • 1 ShoppingCart • MyAffiliateProgram CPA Offer Networks (Primarily for Consumer Offers) • Primary Ads • AzoogleLeads • CPA Empire • HydraNetwork • ClickBooth • Value Click Media F. Social Media Marketing Social Networks • Facebook, Myspace, Bebo, Hi5, Orkut, Multiply, Ning Content Aggregators • Digg, Reddit, Propeller, Newsvine Content Networks • Squidoo Blogging Tools • Blogger, Typepad, Wordpress, MyBlogLog, Technorati Social Search/Bookmarking Tools • StumbleUpon, Mahalo, FreeIQ, Wikimedia, Del.icio.us Video Tools • YouTube, MetaCafe, Vimeo, Viddler 2. Conversion Marketing Conversion marketing converts prospect into customers via: • Email Marketing • Newsletters • Autoresponders & Ecourses • Prospect-Base Promotions & Sales • CPM Re-targeting • Landing Page Optimization 3. Retention Marketing Retention marketing turns a customer into a lifetime evangelizer via: • Email Marketing • Newsletters • Autoresponders & Ecourses • Existing Customer-Base Promotions • Surveys • Blogs/RSS The Cardinal Sin of Web Marketers We focus WAY too much time and money on acquiring new customers and not nearly enough on converting existing prospects and getting our existing customers to buy more. Three Methods of Increasing Revenue There are only three ways to increase company revenue 1. Acquire more prospects (ACQUISITION MARKETING) 2. Increase conversion rate of prospects (CONVERSION MARKETING) 3. Increase re-orders from existing customers (RETENTION MARKETING) We often focus almost all of our time and money on Method 1 and so little on Methods 2 and 3. Two Key Questions Key Questions to Ask Yourself 1. How much money do you spend on prospect acquisition? (Advertising and Sales Costs) 2. How much money do you spend on increasing conversions and LTV? (Landing Page Optimization, Email Newsletters, Email Promotions, Blogging) The Three Types of Marketing Acquisition Marketing • • • • • • Display Advertising Cost Per Click Advertising Organic Search Optimization Co-registration Deals Affiliate/CPA Marketing Social Media Marketing Retention Marketing • • • • • Email Marketing Newsletters Autoresponders & Ecourses Customer-Base Promotions & Sales Surveys Blogs/RSS Conversion Marketing • • • • • Email Marketing Newsletters Autoresponders & Ecourses Prospect-Base Promotions & Sales CPM Re-targeting Landing Page Optimization • Email Marketing • Autoresponders • Surveys • Blogs/RSS Bringing It All Together Introduction to iContact • 2nd largest email marketing company • Only company that provides email marketing, surveying, autoresponder, and blogs • Over 22,000 customers and 180,000 users • Currently send out 500 million emails per month • 99.9% Verified Inbox Deliverability • Web based, subscription solution • Average customer pays $47 per month • Based in North Carolina • Founded in 2003, raised $5.8M to date • 90 employees, scaling to 130 by end of 2008 Blogs, Autoresponders, & Surveys iContact also allows small businesses to easily create surveys, autoresponders, blogs, and RSS feeds Easy to Create Blogs Automated Autoresponders Multi-question Surveys iContact… “Last year, we did exhaustive research to find an online email service provider we could recommend to our customers, and the service that was the clear winner was iContact.” – Derek Gehl Internet Marketing Center iContact… For a free 15 day trial of iContact visit: www.icontact.com iContact Advantages • Only tool to include surveys, autoresponders RSS feeds, and blogging capabilities • Better inbox deliverability (99.9% deliverability verified by Pivotal Veracity) • Lower cost (starts at $9.95 per month) • Easy to use, over 300 templates and e-postcards • Scalable to millions of emails/month • No technical skill required What’s the best way to turn your prospects into customers? LESSON: Thoughts become things AND what’s the best way to turn those customers into lifetime evangelizers? LESSON: Thoughts become things OPT-IN EMAIL MARKETING LESSON: Thoughts become things You’re Now A CEEM WOO HOO! For More Information Contact Info: Ryan P. Allis, CEO iContact Corp [email protected]