Effective Email Marketing For Artists and Other Creatives

COMPELLING BRAND IDENTITIES IN PRINT & WEB IDENTITY PRINT PUBLISHING Effective Email Marketing For Artists and Other Creatives WEB Visible Logic, Inc. 142 High Street Suite 615 Portland, ME 04101 207.761.4230 visiblelogic.com Creative Portland Professional Development Series

Headline Emily Brackett Visible Logic, Inc. www.visiblelogic.com www.visiblelogic.com/blog twitter: @VisibleLogic facebook.com/visiblelogic Mail On The Mark /blog twitter: @mailonthemark Effective Email Marketing for Artists & Other Creatives

Headline Why Email? Effective Email Marketing for Artists & Other Creatives

The Best Return Return $40.56 Investment: $1 $19.72 $22.24 $7.30 $10.51 Catalogs Mobile Display Ads Search Email

Integrates With Other Channels Social Media Direct Marketing Web Site Blog SEO Sales White Papers Networking

Reporting and Data

Target, Segment, Refine

Builds Your Brand Builds trust Builds relationships Increases brand awareness

Keeps You Top of Mind Photo: Flickr Creative Commons from â º Lee J Haywood

Drives Sales I send out the e-newsletter... and the phone starts ringing! Photo: Flickr Creative Commons from Karolina Kabat

Headline Deliverability and Spam Effective Email Marketing for Artists & Other Creatives

Transaction Email Bulk Email

Email Service Providers (ESP)

CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate.

CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines.

CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines. 3. Identify the message as an ad.

CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address.

CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address. 5. Tell recipients how to opt out.

CAN SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address. 5. Tell recipients how to opt out. 6. Honor opt-out requests promptly.

CAN-SPAM Act regulations 1. Your From, To, Reply-To, and routing information must be accurate. 2. Don t use deceptive subject lines. 3. Identify the message as an ad. 4. Your message must include your valid physical postal address. 5. Tell recipients how to opt out. 6. Honor opt-out requests promptly. 7. You can t contract away your legal responsibility to comply with the law.

Recipients don t care about anti-spam laws. Spam is email that the recipient finds irrelevant.

There is no single definition of spam BEST PRACTICES SPAM

Don t underestimate how much people dislike businesses (or artists or anyone!) that send them unwanted or unsolicited emails.

Headline Grow (and Maintain) Your List Effective Email Marketing for Artists & Other Creatives

Give and You Will Receive Discounts, coupons Email Address Exclusive offers Valuable information They want to stay in touch

You ve earned their trust They ve said they want to hear from you. So... stay in touch!

Headline Plan Your Campaigns Effective Email Marketing for Artists & Other Creatives

Really, plan. Before you get going Every time you send out a campaign Plan Content Design Create Content Review, Proofread, Test Schedule 1 2 3 4 5 6 Send

Really, plan. Before you get going Every time you send out a campaign Plan Content Design Create Content Review, Proofread, Test Schedule 1 2 3 4 5 6 Send

Before you get going Plan Content Design Plan Content 1 Every time you send out a campaign Create Content Review, Proofread, Test Schedule Send 1 2 3 4 5 6 7 blogs News Events Tips Reviews Q&A Articles Quotations and Testimonials Photographs http://www.visualpharm.com

Before you get going Plan Content Design Every time you send out a campaign Create Content Review, Proofread, Test 1 2 3 4 5 6 7 Design Schedule Send Match it to your brand identity 2 Make the layout work with your content Test it across platforms Make sure it follows all the anti-spam rules Get feedback

Really, plan. Before you get going Every time you send out a campaign Plan Content Design Create Content Review, Proofread, Test Schedule 1 2 3 4 5 6 Send

Before you get going Plan Content Design 1 2 3 4 5 6 7 Create Content 3 Every time you send out a campaign Create Content Review, Proofread, Test Schedule Send Schedule all of the steps.

Before you get going Plan Content Design Review, Proofread, Test 4 Every time you send out a campaign Create Content Review, Proofread, Test Schedule Send 1 2 3 4 5 6 7 1. Proofread 2. Check links / landing pages 3. Send Tests

Before you get going Plan Content Design 1 2 3 4 5 6 7 Schedule 5 Every time you send out a campaign Create Content Review, Proofread, Test Schedule Send When is the best time to send your email? Clock: Flickr Creative Commons from â º Lee J Haywood

Send 6

Headline Reports, Data and Testing Effective Email Marketing for Artists & Other Creatives

What data to look at?

Basic reporting

Clicks

Bounces

Headline Improving Your Email Marketing Effective Email Marketing for Artists & Other Creatives

About 90 trillion emails are sent per year. There are an estimated 294 billion emails sent per day. 2.8 million emails are sent every second. The typical corporate user sends and receives about 110 messages daily. The average number of corporate emails received is 75 per day. The average number of legitimate corporate emails received daily is 62. The average number of corporate spam emails is 13 per day. 62% of people check work email on the weekends. 59% check email from the bathroom. 55% of mobile email users upgraded to a new phone just to get email. 66.7% of emails delivered during the first quarter of 2011 were categorized as marketing messages, down from 74.4% the previous quarter. Email is the preferred method of commercial communication by 74% of all online adults. 26% of users check their personal email account 4 or more times per day, 30% check it 2-3 times per day. 60% of work email accounts get checked 1 or more times a day. 87% of personal email accounts get checked 1 or more times per day. 63% of mobile email users check their account a minimum of once per day. 57% of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email.

About 90 trillion emails are sent per year. There are an estimated 294 billion emails sent per day. 2.8 million emails are sent every second. The typical corporate user sends and receives about 110 messages daily. The average number of corporate emails received is 75 per day. The average number of legitimate corporate emails received daily is 62. The average number of corporate spam emails is 13 per day. 62% of people check work email on the weekends. 59% check email from the bathroom. 55% of mobile email users upgraded to a new phone just to How do you stand out? get email. 66.7% of emails delivered during the first quarter of 2011 were categorized as marketing messages, down from 74.4% the previous quarter. Email is the preferred method of commercial communication by 74% of all online adults. 26% of users check their personal email account 4 or more times per day, 30% check it 2-3 times per day. 60% of work email accounts get checked 1 or more times a day. 87% of personal email accounts get checked 1 or more times per day. 63% of mobile email users check their account a minimum of once per day. 57% of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email.

Make the content great. Use design that is easy on the eyes. Get the frequency right. Test.

More than 90% of consumers unsubscribe [to] brands because of too frequent, irrelevant or boring communications. ExactTarget

So many people are getting it wrong. If you get it right, you can stand out.

Headline Emily Brackett Visible Logic, Inc. www.visiblelogic.com www.visiblelogic.com/blog twitter: @VisibleLogic Facebook: Emily Brackett Facebook Company: Visible Logic, Inc. LinkedIn Effective Email Marketing for Artists & Other Creatives