Boost Your Marketing Without Busting Your Budget

Creating an Email Marketing Campaign

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E-Marketing Basics

A web site is a fundamental element of an effective marketing strategy

Company naming considerations– Availability of business name– Availability of domain name– Trademark infringement concerns

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Integrated marketing strategy

Internet marketing drives customers to brick and mortar location

Traditional marketing drives customers to on-line “location”

BrochuresNewsletter

Business cards

Extreme Sports, Inc.www.extremesports.com

Promo items

Coupons

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Benefits of E-marketing

Reduce costs Expand reach Diversify message to market segments Test market products Market on the customer’s time Develop customer relationships/loyalty Get stickier results

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What is E-marketing?

PROPOSED STATE OF ILLINOIS RULES AFFECTING SMALL BUSINESSFollowing are proposed rules of possible interest to small businesses published in the April 7, 2006 Illinois Register. During the 45-day comment period, individuals have an opportunity to express their support or opposition to the rule. To submit comments or to learn more about the proposed rules, contact Katy Khayyat at the Department of Commerce and Economic Opportunity Entrepreneurship Network Information Center via e-mail at kkhayyat@ildceo.net or call (800) 252-2923 or (217) 785-8020.

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Make your marketing “E”ffective

Relevant subject line Identifiable “From” address K.I.S.S. Focused purpose Clear message Sound bites Graphically attractive Easy to navigate Quick to load Complete contact information

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Watch out for potholes

Blacklisting as a spammer Over communicating Miscommunication Mixed messages Poorly written or designed material

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Building your customer list

Mechanism for collecting names and email addresses

– Business cards – Registration forms– Sign-up sheets at events– Web site email sign up

Place for storing names and email addresses– CRM software (ACT!, WebCats)– Email (Outlook)– Excel

Format for creating email distribution

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Customer list management

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SPAM

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SPAM

Opt-In (recipient has a previous relationship with you or your business)

– Sign-up in store or website– Previous purchase– Business acquaintance or personal relationship

Disallowed– Non-specific email addresses (e.g. sales@company.com)– Distribution lists or mailing lists (email addresses that mail

to more than one email address) Always provide an easy way to get off your list

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Using an email marketing company

Easy-to-use design tools– No html required– Templates offer design options

Inexpensive– Under $.03 per piece

Minimize undeliverable mail due to spam filters List management Results information

– Open rates, click through stats, bounce backs, forwards, opt outs

– Reader specific details

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Email marketing results

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Email marketing results

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Email marketing results

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Constant Contact Demo

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Create a campaign

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Choose a template category

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Choose a design style

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Edit your campaign

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Edit your campaign

No HTML required!

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Insert graphics

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Add links

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Preview your work

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Not crazy about the colors?

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Change the look

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Voila!

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E-Marketing made easy