What Everybody Ought to Know About Marketing

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1 What Everybody Ought to Know About Marketing By Jason Koertge CYber SYtes, Inc. CYSY.com Facebook.com/CYberSYtes October 13,

2 About Me Founded PCBDaily.com Successful Marketer Successful Social Marketer Director of New Media at CYber SYtes 2

3 Custom Web Design Firm Clients Large and Small About CYber SYtes Government and Oganization Sites Small and Large Businesses Marketing Consulting Social Marketing and Consulting 3

4 Why marketing Tips for how to get started Picking an ESP How to build your list Designing your template What to send Welcome Regular newsletter Subject line best practices Personalization CAN-SPAM Act Integrating with your social networks Examples 4

5 Why Marketing 1.4 users worldwide 90 trillion s sent in s sent per day 12 trillion s not spam - lol 5

6 How to Get Started 6

7 How to Get Started Picking an ESP ( Service Provider) RatePoint MailChimp Constant Contact icontact Blue Sky Factory Exact Target StreamSend Vertical Response Benchmark Get Response Aweber 7

8 How to Get Started Why an ESP vs. Doing it In-House Analytics and Reporting Simple Subscription Management Instant Send (no throttling or waiting) Advanced Features Social Integration Scheduling Auto-responders 8

9 How to Get Started When Choosing as ESP Customer Service Features Who are their clients Reporting capabilities Do they have A/B testing Cost and terms of service 9

10 How to Get Started How To Start Your List Opt-in form on every page Sign up form should be catchy Add opt-in form to social profiles Brick and mortar businesses Ask for at checkout Business card with short url to form Service-based business Always ask for address 10

Brick and mortar businesses Ask for email at checkout Business card

11 How to Get Started List DON TS Don t harvest/scrape from web Don t buy lists Don t send to people without their permission Don t blanket add everyone that s you, unless you ask permission 11

12 How to Get Started Designing Your Template Most ESP s offer a great variety of great looking templates Test the designs to be sure they look right in different clients Make sure the design is easy to navigate and read If you can t find something you like, we can build you a custom one Should be less than 650 pixels wide Make sure key elements of newsletter are above the fold Balance image-to-text Keep content brief, linking to website for more information 12

you can t find something you like, we can build you a custom one Should be less than 650 pixels wide Make sure key

13 What to Send 13

14 What to Send Welcome Should thank them for their subscription Explain what to expect from the newsletter Explain how frequently it will be sent Offer a call to action for your business Offer them a gift, coupon, useful information 14

Explain how frequently it will be sent Offer a call to

15 What to Send Regular Newsletter Map out what you ll regularly send Specials, deals or offers News about your business Industry-related news and information Website or blog updates New inventory or services Pick a time interval and stick to it (weekly, bi-monthly, monthly, quarterly) Be consistent (this is the most important) 15

or blog updates New inventory or services Pick a time interval and stick to it

16 What to Send Subject Line More important than anything 6 seconds to capture their attention 35 characters or less Don t use spammy words Don t use all caps Avoid deceptive subject lines Be descriptive but catchy 16

characters or less Don t use spammy words Don t use

17 What to Send Subject Line Examples [COMPANYNAME] Sales & Marketing Newsletter Eye on the [COMPANYNAME] Update (Oct 31 - Nov 4) [COMPANYNAME] Staff Shirts & Photos [COMPANYNAME] May 2005 News Bulletin! [COMPANYNAME] Newsletter - February 2006 [COMPANYNAME] Newsletter - January 2006 [ * FNAME * * LNAME * ] [COMPANYNAME] and [COMPANYNAME] Invites You! Happy Holidays from [COMPANYNAME] ATTENTION [COMPANYNAME] Staff! ATTENTION [COMPANYNAME] West Staff!! See something in common? Examples from the MailChimp blog. 17

18 What to Send From Line Should be recognizable Should include company name if relavant, or Owner name if recognizable Should be consistent always and NEVER change Monitor replies to from Shouldn t use donotreply@companyname.com format - personal is more memorable 18

consistent always and NEVER change Monitor replies to from email

19 What to Send Personal is More Memorable Use first name, if possible at beginning of Write in personal language, like you re talking to one person Increases click through rates Increases brand loyalty Make suggestions Be helpful 19

like you re talking to one person Increases click through

20 What to Send Ensure CAN-SPAM Act Compliance Don t use false or misleading header information From, To information must not be deceptive Don t use deceptive subject lines Identify message as an ad if it is one Tell recipients where you re located Physical address in footer is acceptable Provide clear opt-out capability Honor opt-outs promptly don t send to them again 20

message as an ad if it is one Tell recipients where you re located Physical address in

21 Social Network Integration 21

22 Social Integration Use Social to Grow Newsletter List Ask social network followers to subscribe to newsletter regularly Remind them you have an newsletter Provide newsletter opt in forms on social profile pages if possible Facebook will allow you to embed sign up forms (we can help you with this) Use your newsletter list to share your social profiles 22

23 Examples 23

24 24

25 Thank You. Jason Koertge Facebook.com/CYberSYtes Presentation online: 25

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Online Marketing 101. Introduction to Email Marketing. TwistofLime.biz Online Marketing 101 Introduction to Email Marketing TwistofLime.biz Email marketing 101 Why use email for marketing? At its best, email marketing blends art and science, and an email marketing star can