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Email Marketing – May 19,2009 Freelance Alliance
Barbara O’Toole
Introduction
Big Picture & Trends
Effective Marketing – Effective Email
Social Media Marketing (It’s All Email!)
HTML Email Examples
36 Minute Marketing Guide Preview
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Introduction – Barbara O’Toole
Gallup Strengthsfinder Assessment:
Maximizer • Strategic • Learner
Business has evolved since 2004, beginning with
copywriting and making flyers, brochures, then
websites and HTML email services.
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Big Picture
Two repercussions/results of information overload:
1. Comodifying of “marketing”
•Viral marketing
•Word of mouth marketing
•Social media marketing
womma.org
•…And whatever’s next?
2. It has become imperative to make it easy for our
customers to do business with us
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Trends – Stein Mart’s
Email Marketing
2nd level branding “Fabulous Finds”
delivered 5-13-09
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delivered 5-15-09
RISK – increased delivery
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delivered 5-17-09
RISK – increased delivery and
mix of messages
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Effective Marketing =
good communication between seller and audience
Email is an effective marketing tool when it makes it
easy
•to build a relationship
•to build a brand – build your reputation as “expert”
•to receive/share information
•and ultimately, to buy/sell
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It’s All Email – Evaluate It!
Rather than ask “Is Social Media is a Good Investment of My Time?”
Ask yourself these questions:
Where are my customers online? What about my potential customers?
What aspects of communicating my message can be aided by social media?
Develop an online strategy/plan for using social media.
Start slow. Seek help. Proceed confidently.
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Social Media – Help
Free teleseminar offered through Bill Stoller, the Publicity Insider,
“Analyzing the Impact of Social Media from Twitter to Facebook”
Thursday, May 21 EST, sign up http://bit.ly/2NQbU
Other useful sites--- > www.selfgrowth.com, www.clicktoclient.com
Nielsen Norman Group(web usability experts) – request executive
summaries about Social Media and Email Marketing from Barbara
O’Toole, [email protected]
Or look for them at www.useit.com
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Examples of HTML Email
A talent agent
in Dallas
sends regular
updates on
new talent,
press
releases, and
fashion events
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An architect in
Arlington sends
a quarterly enews with info
about his new
projects and
new laws and
regulations
related to his
industry, and
also sends
updates to
notify his list
about upcoming
workshops
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This retailer sends a once-a-month
newsletter typically with a coupon at
the bottom.
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Response section
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Sign-Up A sign-up
feature allows you to place a
sign-up form on your
website so that interested
parties can request your
regular press releases,
updates, or newsletters
In this case, we have
customized the sign-up with
5 custom fields so that we
can use a trigger campaign
as an auto-reminder for
those who have scheduled
an interview with the
DallasBookDiva.
1
2
3
4
Trigger Campaign
5
This campaign sends
automatically two days
before the interview date as
reminder.
custom fields
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•Determine your strategy: 5
questions(and some
answers!) to help you
•Import your contacts* and
segregate your audience
•Launch your first email
marketing campaign
•Watch the results
*contacts are easily imported from
any program in Excel or CSV
formats – contacts can also be
added individually
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