Email Marketing Basics

Background Since 1994, Visual Data Systems has been a leader in: Website Design Software Integration Search Engine Optimization & Marketing Technology Consultation Email Marketing and more

Housekeeping Please use the Go-To-Webinar Toolbar to ask questions we cannot nor can any of the other participants hear you. We will be asking several polls during our Webinar you will have 15 seconds to answer them on your screen Please use your phone (access number provided on your invitation) or your computer speakers to listen.

Today s Panelists Kelly Hurley is the COO and Executive Vice President for Visual Data Systems Kristin Grue is the Research, Development, and Measurement Manager for Visual Data Systems Email Marketing Basics

Webinar Goals To understand the different components of email marketing and how they work together. To gain some practical understanding of campaign creation and optimization. To take away some fundamental dos and don ts of email marketing. To define and/or redefine your own steps and strategy moving forward in terms of email marketing.

What is Email Marketing? Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e- mail marketing. However, the term is usually used to refer to the following actions: sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business. sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately. What is permission-based marketing?

Benefits of Email Marketing Brand Extension. Extending your company brand creates familiarity with your prospect or guest. The more comfortable an email recipient is with your company, the more likely they will be open to your invitation to take action. Cost Effective direct marketing with (usually) excellent returns when done properly. Guest/Prospect engagement. The more touch points you have, the more likely you ll gain a guest and keep them for a long time. Congruence of information. In no other way, will you know more about someone to target them specifically. Create Customer Loyalty and increase reach of new customers.

List Building 53% of all marketers rank developing a qualified email list as their top Email Marketing challenge. 21% annual churn rate Bounces Change of address Opt-outs (as much as 2% per month) Statistics courtesy of Silverpop, 2006 Email List Growth Survey

Where to get Members? Website Signups Past Guest Lists Website Inquiries Email Address as Currency Email-a-friend Advanced website features Advertisement Inquiries 3 rd party lists XXXXXXXXXX More details in Part II

You ve got a list, now what? Market Segmentation dividing your recipients into groups of people to whom a particular message is most suited. Fishing Tournament Info Golf Special Packages Shoulder season bookers Last minute dealers.stay Tuned for Part II!!!

Anatomy of a Campaign

Anatomy of a Campaign II

Testing, Tracking and Reporting Test new ideas, every list is different Track results to know what works Know your Email Metrics: Opens Bounces Opt-Outs Clickthroughs Conversion! Opens Bounces The Opt-Outs Clickthroughs Conversion are are occur the emails number represent is when the which pre-determined a of person the people do number not has who get of opened delivered, action received times which a your link the rather in email an marketer the email and email saw taken was would server the clicked, an like action sends a images. Bounce the to leading remove recipient the Message Does themselves recipient to not take. include explaining to from a landing people your why mailing page who the do message Purchase list. where not download they was can not get images. delivered. more information Mailbox Sign Unsubscribe and can up for full take a contest action. Account Facebook Contact Unknown you fans directly Not Click receiving SPAM button emails from you but none of it makes a difference if

Spammity-SPAM! The CAN-SPAM Act: Divides email into Transactional, Commercial, and Noncommercial. Commercial email is the most restricted. Sender s Physical Address required in email (P O Boxes recently allowed) A Clear and Conspicuous Unsubscribe message Removal in 10 business days One page or one reply email May not require more than email address and subscription preferences No login needed CAN-SPAM compliance is required by law... It does NOT mean your email will be delivered if you are compliant.

Compliance!= Delivery Email Service Providers (ESPs) are the ultimate gatekeepers between you and your subscribers. Content Analysis Blacklists, Blocklists Honey pots IP Reputation-based filtering Feedback Loops (use of the This is SPAM button) Whitelisting Each ESP has their own way of defending against SPAM

POLL 21 percent believe it (clicking the SPAM button) will notify the sender that the recipient did not find that specific email useful so the sender will "do a better job of mailing me" in the future. (courtesy of Q Interactive)

Dos and Don ts Do create clear calls-to-action Do get creative in building your email list Do use incentives Don t use images for any strong calls Do track your campaign performance Do test new ideas and market segments Don t email to 3rd party lists, no matter how tempting! Take time to create and constantly review your email marketing strategy If possible, partner with a certified email marketing company

Visual Data Systems 3 Certified Email Marketers on staff Pioneer in the Email Marketing arena Campaigns generating $200k in reservations and ROIs up to $120 earned for each dollar spent

Questions & Answers

Future Webinars 9/09/09: Email Marketing II Advanced Techniques for Lead Capture & Market Segmentation Visit: www.vdsys.com/presentations.htm

This Webinar will be posted on our website: www.visualdatasystems.com As soon as possible

Thank You! For More Information: Kelly@VDSYS.com Kristin@VDSYS.com Marketing@VDSYS.com