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1 and Landing Pages

2 Signature File Contents Name and position Address URL address Phone and fax numbers Your tag line Keep it short (4-8lines) and simple

3 Signature File Contents URL use to activate hypertext link address use mail to: to activate hypertext link Don t hypertext text as a replacement

4 Sample Signature Files Susan Sweeney, C.A. Connex Network Inc. 134 Ridge Ave, Waverley, NS B4A 3S2 URL: Tel: Fax Register for our Internet Marketing Bootcamps Today!

5 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

6 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

7 Delivery Options Use your own software Mail List software ASP Outsource - have a 3rd party manage

8 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,

9 Features Features for comparison shopping Personalization HTML and text Message editor Previews Spam checker

10 Features Filtering Exclusion lists Duplicate merge Autoresponders Sequential autoresponders Scheduling

11 Features Listserve functions Subscribes Unsubscribes Bounces Hard/Soft

12 Features Availability of HTML templates to help artistically and HTML challenged users

13 Features Reporting Audience selected, date sent, clicks, total sent, number of bounces Subscriber activity new, unsubscribes, disabled, total number of current, s opened

14 Features Shopping Cart Affiliate Program CRM capability Build profiles

15 Features Tracking Link tracking See how responsive a list is to a particular topic, offer, product, destination Help and Support

16 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 addresses

17 Sample Posters

18 Building Your Mail List Direct mail Incoming calls Telesales Using brokers to gather subscribers $ $0.20 per

19 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

20 Building Your Mail List On Your Site Join our e-club and receive Internet only specials Advance notice of specials Exclusive offers.

21 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.

22 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

23 Building Your Mail List Provide an incentive

24 Permission Marketing

25 Building Your Mail List Online marketing through , signature file, e-zines, etc.

26 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

27 Make it Easy

28 Privacy Policy Post a privacy policy to provide assurance Privacy policy should be short and direct

29 Outbound Mail 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

30 Build Customer Relationships

31 Outbound Mail Personalization Subject line Salutation Body Not just name

32 Outbound Mail Graphic Design Matters Copy Matters Scannability Tuesday,Wednesday,Thursday

33 Outbound Mail Lunch time is best Encourage Viral Legislation Compliance Run through the spam checker

34 Never send without spam check

35 Spam Issues Legitimate opt-in s filtered out as false positives 5% to 20% Not cleaning lists takes you over acceptable bounce ratio/limit Old addresses are being recycled as spam trap addresses

36 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!!

37 Testing Strategies Timing A/B Creative Format Segment Landing page Response rates Target audience

38 Testing Strategies From Line Subject Line Top Offer Featured Offer Bottom Offer Ad copy effectiveness Headlines

39 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

40 Permission Marketing

41 Permission Marketing

42 Permission Marketing

43

44 Landing Pages

45 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

46 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

47 Landing Pages Content that enhances credibility Testimonials Reviews Build trust Optimize for search engines Unless this is a one-time promotion

48

49 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?

50 Landing Page Testing Short or long copy Bulleted lists or paragraphs Tag lines Headers Calls to action Colors Pictures Font

51 Manitoba and Landing Pages

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