C3 - Marketing: The Ins and Outs of Marketing

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1 C3 - Marketing: The Ins and Outs of Marketing

2 What you will learn: Selling Marke.ng To Your Clients Building Customer Mailing Lists Setup Your Site to Automa.cally Add Customers Mechanics of Sending an NewsleAer NewsleAer Performance Ques.ons

3 Selling Marketing Services As a business owner you need to personally connect with your customers Periodical Newsle0er (weekly, fortnightly, monthly) Useful Content Personalized Directly ed Wide Audience, Everybody understands Still the most widely used communication medium Cheapest Way to get your message out (Send 10,000/month!) Drive traffic to your site Keep YOUR Small Business Top of Mind with your past customers! (Repeat Business)

4 Miss Web Designer what am I going to write? Marketing Is Almost Like Keeping Up a Blog, in fact you can share! Tip of the Week Weekly Special Deals Monthly Editorial Monthly How To Customer Interviews, Tes.monials, Case Studies The list goes on... The trick here is to develop a plan or series outline in advance with what you're going to write and stick to the plan.

5 Remember Subscription Lists? We can add customers to mailing lists automatically or manually Joe the customer Monthly NewsleAer Mailing List Big Spenders Discount List Pla.num Member List Over 65s List Sarah Bill John

6 Mailing Lists Each List Has Many Subscribers Each person can subscribe to many lists Important Points If they ve opted out of receiving s from you then you won t be able to send s to them even if you add them to a mailing list. If they re complaining to you about spam you can permanently unsubscribe them You can unsubscribe customers from a single mailing list only using {tag_unsubscribelist} You can send Opt-In requests manually to your customers

7 About Double Opt-in Spam is big trouble! Some things to know: 1. Double Opt-In helps keep your mailing lists clean and targeted (smaller list but higher quality). Helps you comply with CAN-SPAM. 2. If you add a customer manually through the back end, or import them, they are opted-in by default. 3. Opt-in/out is globally set - a customer s unsubscription means that no further s are sent, and an opt-in request needs to be sent opt them in again. 4. You can by-pass Double Opt-In by using &OPTIN=false see this wiki article: title=bypass_double_opt-in_process

8 3 Ways to Build Mailing Lists Import Them Do you have an existing database for mailing? Import it using the excel template Grow Them Use Newsletter Subscription boxes or tick boxes in your forms Slice Them Run a customer report on your database to find customers who meet a certain criteria Customer DB Long Term Loyalty Customer List CSV Monthly NewsleAer List Contact Details Filter Recent Purchasers List

9 Campaigns Each campaign is a single sent to a mailing list. They can be one-off or a loyalty program. One-off s are sent at the same time to the specified list Monthly NewsleAers Discount Offerings Latest Announcements Loyalty s are sent based on CRM anniversary dates or the date a user signed up to a mailing list as the mailing list grows more s are sent out. Wedding Anniversary Reminder Car Servicing Reminder 5 Part Series

10 Campaign Details Campaign Name for internal purposes only Delivery Day is relative to anniversary date or list join date for loyalty campaigns. Refers to sidewide templates Don t forget to validate the From address first, all reply will arrive there All Important Subject Line makes or breaks your campaign Use HTML to track your performance, text for simple s with no formatting

11 On Subject Lines Things to pay attention to: Subject lines. Make customers want to open the ! Be careful with spammy words like free and cheap Never SHOUT ( MARKETING TIPS ) it looks spammy. Don t be misleading make sure the subject line refers to what s inside the Try to keep it short and don t be overly clever people don t get it.

12 Choose Your Mail-Out List: We created our mailing list first so that it would be listed here to choose:

13 Choose Your Template We have a large selection of professional Newsletter Templates to choose from: But you also add your own templates through your Partner Portal: Once you add your own templates, users will not be able to use the default templates

14 Content and Useful Tags 5 Most Important Tags: Edit in Dreamweaver and copy and paste into editor. Personalize an gree.ng: Hi {tag_recipien7irstname} Put an unsubscribe link the Click to {tag_unsubscribe}, Unsubscribe from a par.cular mailing list only {tag_unsubscribelist} To allow recipients to subscribe their friends to your Sign your friends up here: {tag_tellafriend} To allow recipients to view HTML in browsers properly: not displaying properly? Click {tag_viewinbrowser} Forgot your username and password {tag_recipientusername}, {tag_recipientpassword}

15 Effective Content 1 Clearly identify who you are and the company you re from, and why they re getting this . This can be done in: The body of the The subject line Your address All of the above! Put your office s physical address in the footer of your newsletter it s part of CAN-SPAM guidelines.

16 Effective Content 2 Most importantly write for the readers! The newsletter is not for you, it s for the customer s benefit. So, is the content useful or interesting? Would you bother reading it if you didn t write it? Make it easy to read Short paragraphs Bullet points Meaningful headlines for quick scanning

17 Preview and Testing Sending is irreversible, once it s gone it will end up in your recipients inbox. Me is your best friend make good use of it! Proof read, test links, make sure dates, subject lines, everything is 100%!

18 Marketing Performance Open Rate, how am I going to improve this? Bounces need cleaning up. Unsubscribes? Did I bore too many people, write uninspiring stuff? The fun stuff is seeing who clicked what links inside your

19 Questions?

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