Email and Landing Pages - Cloudinary · Landing Pages •Continuation of your promotion...
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Email and Landing Pages
Transcript of Email and Landing Pages - Cloudinary · Landing Pages •Continuation of your promotion...
Email and
Landing
Pages
Signature File
Contents
• Name and position
• Address
• URL
• Email address
• Phone and fax numbers
• Your tag line
• Keep it short (4-8lines) and simple
Signature File
Contents
• URL use http://www to activate hypertext
link
• Email address use mail to: to activate
hypertext link
• Don’t hypertext text as a replacement
Sample
Signature
Files
____________________________________________
Susan Sweeney, C.A.
Connex Network Inc.
134 Ridge Ave, Waverley, NS B4A 3S2
EMail: susan@susansweeneycom
URL: http:// www.susansweeney.com
Tel: 902-468-2578 Fax 902-468-0380
Register for our Internet Marketing Bootcamps Today!
Why do Mail List
Marketing?
• Gets you in front of your target customer
on a regular basis
• Builds repeat traffic to your web site
• Product/Service promotion/sales
• Branding
• Conserves contacts
• First of mind marketing
Why ?
• Only 3 ways to do more business online
• Increase the number of people who
get your offer
• Improve your conversion ratio
• Increase your “share of wallet”
Delivery
Options
• Use your own software– Mail List software
– ASP
• Outsource - have a 3rd party manage
Outsourcing
• You lose some control of content, your
customer, timing. Need contract addressing:
• customer ownership,
• use of names,
• timing of correspondence,
• final approval of content,
Features
• Features for comparison shopping
–Personalization
–HTML and text
–Message editor
–Previews
–Spam checker
Features
• Filtering
• Exclusion lists
• Duplicate merge
• Autoresponders
• Sequential autoresponders
• Scheduling
Features
• Listserve functions
–Subscribes
–Unsubscribes
–Bounces
• Hard/Soft
Features
• Availability of HTML e-mail templates
to help artistically and HTML
challenged users
Features
• Reporting
–Audience selected, date sent, clicks,
total sent, number of bounces
–Subscriber activity – new,
unsubscribes, disabled, total number
of current, e-mails opened
Features
• Shopping Cart
• Affiliate Program
• CRM capability
–Build profiles
Features
• Tracking
–Link tracking
–See how responsive a list is to a
particular topic, offer, product,
destination
• Help and Support
Building Your
Mail List
• Collect names at all points of contact
• Marketing collateral
• Counter displays
• Table tents
• Wall posters
• Employee contests…reward the employee who gets the most email addresses
Sample Posters
Building Your
Mail List
• Direct mail
• Incoming calls
• Telesales
• Using brokers to gather email subscribers
–$0.10 - $0.20 per email
Build Your
List
• Be Strategic - Partnering
–Sites that have the same target market
• Lots of traffic
• Huge database
–Provide content with links to a landing
page with permission and incentive
Building Your
Mail List
On Your Site
Join our e-club and receive
Internet only specials
Advance notice of specials
Exclusive offers
….
Building Your
Mail List
On Your Site
Click here to be notified
When we have a new contest
When we update our specials
When we update our online coupons
When we have our new packages
….
Building Your
Mail List
Sign up to receive our e-specials and
receive our bi-weekly newsletter full of….
Receive our monthly ezine and be
automatically included in our contest
Building Your
Mail List
Provide an incentive
Permission Marketing
Building Your
Mail List
Online marketing through
–e-mail,
–signature file,
–e-zines,
–etc.
Building Your
Mail List
• Viral marketing
– “send a copy to a friend”
–“tell a friend about…”
• When you use viral marketing provide sign up
information
–“to subscribe …”
– “to receive your own copy …”
Make it Easy
Privacy Policy
• Post a privacy policy
to provide assurance
• Privacy policy should
be short and direct
Outbound
• The new rules
–Run through spam checker – always!
–Engage
–Build the brand
–Build the profile
• Moving from blast to many to communicating with willing and loyal customer
Build Customer Relationships
Outbound
• Personalization
–Subject line
–Salutation
–Body
–Not just name
Outbound
•Graphic Design Matters
•Copy Matters
•Scannability
•Tuesday,Wednesday,Thursday
Outbound
•Lunch time is best
•Encourage Viral
•Legislation Compliance
•Run through the spam checker
Never send without
spam check
Spam Issues
• Legitimate opt-in e-mails filtered out
as “false positives” – 5% to 20%
• Not cleaning lists takes you over
acceptable bounce ratio/limit
–Old email addresses are being
recycled as spam trap addresses
How Spam Filters
Work
• Volume Based Filters
– Non-delivery rates
• Net-zero 27%
• Yahoo 22%
• AOL 14%
• Compuserve 14%
• AT&T 12%
• Set Up Test Accounts!!
Testing
Strategies
• Timing
• A/B Creative
• Format
• Segment
• Landing page
• Response rates
• Target audience
Testing
Strategies
• From Line
• Subject Line
• Top Offer
• Featured Offer
• Bottom Offer
• Ad copy effectiveness
• Headlines
Landing
Pages Rule
• Focus on TOT
– What do you want the visitor to do
– Where do you want the visitor to go next
• Leverage
– Permission and Viral
– Stickyness
– Copy
– Call to action
Permission Marketing
Permission Marketing
Permission Marketing
Landing
Pages
Landing Pages
•Continuation of your promotion
•Emphasize benefits
•It’s about them and not you
•Take them where they want to do
•Tell them what you want them to do
•Reinforce your brand
•Speak to your target market
Landing Pages
•Have them at hello
•Headline
•Write for scannability
•Create a sense of urgency
•Minimize risk
•Ask for the business
•Multiple times, places and formats
Landing Pages
•Content that enhances credibility
•Testimonials
•Reviews
•Build trust
•Optimize for search engines
•Unless this is a one-time promotion
Landing Pages
•Most important information above the fold
•Focus on TOT
•Have you provided everything you need to
get them to take the action you want them
to take?
•In the format they want it in?
Landing Page
Testing
•Short or long copy
•Bulleted lists or paragraphs
•Tag lines
•Headers
•Calls to action
•Colors
•Pictures
•Font
Manitoba
Email and
Landing
Pages
