Email Brain
Contents
1. B a emailorain Smart Email Marketing 6 A EMailbrain ma Gunamen rewa uh Email Marketing Beginner s Guide ping susuuibeg Email Marketing Beginner s Guide orain Email Marketing Smart Email Marketing Beginner s Guide Contents T EmailBrain Guide to eM rke ting rte tec ee uoce bade a dx x Red EON EE T a a eea e gula aa 3 2 How to Get the Most From eMarketing eaaa eaaa eee aaa eaaa aaa eme nee e emere emeret enne 3 1 Creating Your Customer Database Lineage HMM MHIL 5 1 1 Collecting Email Addresses via Your Website aaa eaaa aee eaaa He 7 1 2 Collecting Email Addresses from CUustomers aaa aaa aana eere ren ne rene rens 7 1 3 Collecting Email Addresses from Potential New CUustomers aee eaaa eea eaaa eea rewan 7 1 4 Collecting Email Addresses the Direct Approach sssssssss er 7 2 Creating Your Email Promotions 00000000000000000enenenan anana nana EAE MERE qp PES 8 vx te COS RR EE E 9 2 2 Last Minute Offer Si docct tete anapa year e apa KUA eret teet eee Ba apaa ata enata ngara aaa an ed du e wa TET ane a 9 2 3 Email News Gilets karasa saparan aran paka ga an aa rt canta cadat e aa ajan aa die E tute d ANG eventus a ad VR ER Ba KENE 10 2 4 Product Updates amp Information aas aia aa GEGE NG a vee Kara KE ENG ede Rela KENGER eme ice Ga ag a KE E Na EE KA BS 11 PASE2. best content strategy for delivering the most value to your customers Some of the most successful email content includes e Relevant information to their needs e Special offers and discounts e Information about product developments and new services e Industry news e Specific Information to your area of expertise e Case studies and examples of work you have done with other clients Email marketing will work best for your business if you can offer something to your customers which has value to them but does not hurt your profitability Some examples include e Relevant information e Discount e Free gift e Free trial period e Buy 2 get 1 free or other variation e ncreased bonus rewards points e Flexible payment terms eg 90 days no repayments interest free e Free discount refills e Free discount upgrade e Free discount audit or needs analysis Free reports orain Email Marketing Smart Email Marketing Beginner s Guide Email can be used as an advertising medium a direct marketing medium a direct sales and loyalty tool or a combination of these In all instances it works best when there is a direct response required or call to action This way you can measure ROI track responses and update customer Select your free vacation Name 71 Email 1 Interest Find Paris D Spain Following is a brief outline of some different types of email marketing campaigns you
3. EIE IE RS TNR ng e aa a EE as naar GUNG ap Aa ana ER RANG Ee aja ena BANG SE a aaa eaaa Ga 11 2 BMA CAC OS aaa samean a dans aaa TURTLE 11 2 7 Alter Sales Emailsi se akh e he oe E oreet e ah he Pe ehem ma en a adan Ga Wae ga a a entente ee aja aa 12 2 8 Personal Greetings oe Ee ova sad nikang kaa eR Ka aa Ga ED gnc ng cleat ae eer us aa naa aa aE ADEE ERA US 12 3 Tips for Creating Quality Email Camqpaigns esee 13 3 1 Make it Look GOO esasan ae d a ederet bids anan Mba a d eoe E Eee ara arduam Ma ari Na aa kada cem pah 13 3 2 Make it Useful and Usable ote e t a Gade aaa Da ede ctetu ara diated depo dena 13 3 3 Make it RELEVAN the sas aan ETE A 14 3 4 Make it Personal tret ab aeng aaa daa a a ga bte Bi aana aa Nada a anaa aa aa a Gn aga aba obs aa aa 15 32D Make it S la asas aaa aga aa an aaa aa aaa yaa dad aa na Aga aka NG aga Ka a a AA dwar a a a nite tenors 15 3 6 Test Before You SENG ed tete pe ga A papa A a A adds aa a ag cis sedet Aa a a aa 16 4 Company Information iiu M ET ATTE samagana tani WO orain Email Marketing Smart Email Marketing Beginner s Guide Creating your Customer Database How to get the most from eMarketing Tips for Creating p Lj your Email Campaigns Email Promotions Successful email marketing is more than setting up a distribution list in Outlook and sending a broadcast email to all your contacts asking them to buy som
4. Policies and procedures e Achievements and results e Staff events and activities 2 6 Invitations Holding an event Invite your customers to attend via email and have them register via an online form Emailbrain can be an excellent way of keeping costs down and attendance up when organizing events such as e Product launches e Information sessions e Seminars and workshops e Social events e Charity amp fund raising events e Special trading times e Open houses 11 brain Email Marketing Smart Email Marketing Beginner s Guide e Test drives Invitations to events help create the feeling that you are a valued customer The biggest cost with running an event is printing and mailing the invitations Via email that cost becomes far less of an obstacle 2 7 After Sales Emails You can automate some or possibly all of your after sales service using EmailBrain Your customers would like to know that they are not forgotten once the check has cleared and a simple email can make a big difference Some examples of after sales emails include e Thank you for your business emails e Care and maintenance tips e Help and frequently asked questions Post purchase satisfaction surveys 2 8 Personal Greetings There is a reason why you ve been collecting birthday details for your customers so you can send them a birthday e card EmailBrain can be used to set up various standard personalized emails which you can send to sma
5. in the From column the next thing they look at is the subject If the subject is of little or no interest it will be ignored or deleted If the subject seems interesting it has a better chance of being opened and read e Keep it short only the first few words will be visible in many cases e Focus on the benefit to the reader e If it is a newsletter focus on the benefits of reading the article Learn Discover Solve e If it is a promotional offer focus on the benefits of buying Save Get Bonus Value e Keep the same subject line for each issue DEF News LKJ Monthly Update or keep the same title with details of the edition DEF News June03 etc e Try using an open ended question What are you doing for dinner tonight What s your favorite type of chocolate note no question marks e Avoid using tricks or bait amp switch techniques it may work this time but will reduce your chances of being opened next time round Content e Usea headline that tells them what they can get by reading on e Write the text with your customer in mind e Make them an offer e Have a strong call to action e Use landing pages with database forms to capture the details of hot leads e Open and close the email with your contact information 3 6 Test Before You Send Step 6 Errors can be embarrassing at best and damaging at worst Always test every email before you end it Here s the best way to avoid embarrassing mi
6. ase brain Email Marketing Smart Email Marketing Beginner s Guide 1 1 Collecting Email Addresses via Your Website Your website can be a lucrative source of email addresses from potential customers You can do this in a number of ways including email subscription forms enquiries forms order forms and feedback forms 1 2 Collecting Email Addresses from Customers New and existing customers are the easiest source of email addresses for your database You should never let a customer leave your place of business without at least asking for their email address Depending on the nature of your business this can either be done at the point of sale or through in store promotions 1 3 Collecting Email Addresses from Potential New Customers If you want to build a list of potential customers you generally have to be a little bit more strategic and be prepared to invest a little money to create your list As a rule people will only be willing to give you access to their inbox if there is something in it for them Many options for collecting new contacts exist from running small in store promotions to large scale advertising where entrants go onto your potential customers list As an example a resort might run a promotional campaign in a newspaper offering the chance to go into the draw for 3 night accommodation simply by going to their website and signing up for their Accommodation Specials Newsletter 1 4 Collecting Email Add
7. ease the effectiveness of your campaigns Phone mail and email Client Status e Campaign targeting your least profitable customers to generate more sales from them e Special rewards for your most profitable customers Lead Source e Identifying best ongoing promotional strategies e Rewarding referrals Demographic Information e Campaigns targeting a male or female audience e Family offers e Targeting campaigns to different age groups Personal amp Relationship Information e Notes to help you identify which campaign will be most relevant to each customer e Notes to help you avoid unnecessarily overloading customers with not relevant information e Contact history to track long term sales processes amp relationship building Purchase History e Targeting users of a particular product from your range e Targeting customers who have not bought a product from your range e Scheduling re order reminders Information equals flexibility The more information you can collect about your customers the more flexible and more effective your eMarketing will be Your next step in developing your email marketing plan is to implement systems to ensure that your database of contacts is constantly growing in a way that complies with current privacy and anti spam legislation The sooner you will start building your list the sooner you will see results from your eMarketing campaigns Following is a brief outline of some of the ways you can grow your datab
8. ething from you Successful email marketing is a strategic process that can and will e Increase your sales e Reduce your marketing costs e Build customer loyalty orain Email Marketing Smart Email Marketing Beginner s Guide e Shorten your sales cycle e Generate more referrals e Save time by automating your marketing Email marketing is the most immediate flexible and cost effective marketing tool available in business today That s why so many businesses are doing it But very few of those businesses are doing it as well as they possibly could This document has been developed to allow you to take full advantage of the power of EmailBrain a leading email marketing database management system There is not one right way to do email marketing But there are better ways There are three steps to developing your email marketing program 1 Create your customer database 2 Send your email campaigns 3 Track your results This brief guide will provide you with the essential information you need to get started with your eMarketing strategy The right strategy for your business will depend on your marketing objectives your target markets and the nature of your business If at any time you need help working out what s best for your business please don t hesitate to contact us The EmailBrain team ud brain Email Marketing Smart Email Marketing Beginner s Guide 1 Creating Your Customer Databa
9. ll segments of your database at appropriate times e Birthday e cards e Reminder emails Just a reminder that you are due to re order soon e We haven t seen you for a while messages e Post purchase satisfaction surveys Next Steps You will learn more about what works for your business by conducting a few test campaigns e Outline 2 or 3 possible campaigns you can test e Create the emails in your EmailBrain account e Send the test campaigns to a sub set of your database e Call selected customers for feedback Once you have done this the next step is to measure the results For more information on how to create edit and send your emails please refer to the EmailBrain User Manual online tutorials or contact EmailBrain 12 orain Email Marketing Smart Email Marketing Beginner s Guide 3 Tips for Creating Quality Email Campaigns Cutting through the clutter of email is a challenging task and one that can only be achieved by sending high quality relevant and valuable emails to your distribution list In short you have to make your contacts want to respond to your current email and want to receive your next one Here are some steps to ensure your emails are as effective as possible 3 1 Make Your Newsletter Look Good Step 1 The design of your email template has a significant impact on the way in which your campaign is perceived and the rate at which your audience will click through to your website So
10. may wish to use 2 1 Limited Offers The immediacy of email allows you to get quick responses to your offers By limiting the offer you can enhance the speed of the response you get and reduce the cost to your bottom line e Only 5 available e This week only e Today only e Reply in the next 30 minutes many on your list will get the email within minutes of you sending it You can also use limiting criteria to help fill off peak times in your business e Valid only after 2 pm e Valid only before 11am e Valid Monday nights only e Offer available on weekdays weekends only brain Email Marketing Smart Email Marketing Beginner s Guide 2 2 Last Minute Offers Email is a fantastic tool for disposing of distressed inventory stock that must sell quickly before it can not ever be sold You can send an email campaign to a small sub set of your database with a special last minute offer to clear this distressed inventory If you change the group you send this to each time you will avoid training your customers to expect these offers and to act quickly when they do come through Service businesses are especially well suited to this particular email strategy Because email is instant you can use it to fill the last remaining spots in your diary spots that would otherwise produce no income at all Select your free vacation 2 3 Email Newsletters Email newsletters are the ideal tool for building and maintaining long term
11. me key factors to consider in your template design e Use high quality images and graphics e Create a strong brand image with your email templates and stick to it e Don t overload it with too much content or too many graphics e Remember that only a small part of the email is viewable in the Preview Pane of many people s email browser use this space for branding and to get your main message across While EmailBrain is designed to make and create your email template quick and easy to do yourself you should consider having a professional designer create your initial design for you Quality graphic design is a specialized skill and the perception created by professionally designed templates is worth the small investment 13 orain Email Marketing Smart Email Marketing Beginner s Guide 3 2 Make it Useful and Usable Step 2 Stay focused on your customers when creating your campaigns because email is easy and cheap to use Many businesses fall into the trap of sending any old junk and expecting it to work Remember while email is very convenient it is also very heavily used and very easy to dispose of Some things to consider e Provide content that is relevant and valuable to your customers e Use short paragraphs and lots of sub headings e Include links to all relevant sections of your website for more information e Be specific offer real solutions not generalizations e Proof Read there is no quicker way to damage y
12. our credibility than with typos and misinformation e Test that all web links work and go to the correct page broken links are embarrassing and highly unprofessional EmailBrain allows you to add any content you want and in any way you want This makes it even more important that you think about your customers and what they want when you are planning your campaigns 3 3 Make it Relevant Step 3 The most important part of getting email marketing right is to get the right information to the right people Ask yourself this question each time you plan a new campaign Would be happy to receive this email Making your campaigns relevant is important for two reasons 1 It will increase your response rate 2 It will increase the life span of your email list by reducing your unsubscribe Some things to consider when planning your campaigns e What s in it for the customer benefit offer information e s this useful for every customer or specific customers e What s new e Has this approach worked in the past e How can gather feedback about this campaign 14 orain Email Marketing Smart Email Marketing Beginner s Guide 3 4 Make it Personal Step 4 Bulk email can look like junk mail or it can look like a personal message from you to your customer It depends on how you use it Here s how you can personalize your email campaigns e Greet them by name Hello Robert e Tailor offers to the needs of differen
13. relationships with your clients Whereas special offers and promotions are usually designed to drive sales quickly email newsletters are generally used to build customer loyalty and drive sales over time The objective of an email newsletter is to deliver worthwhile content into your customers inboxes Some examples of worthwhile content include e Case studies e Hints amp tips e Advice columns e Frequently asked questions e Technical issues explained in simple terms e Expert analysis of current issues relevant to your customers 10 brain Email Marketing Smart Email Marketing Beginner s Guide 2 4 Product Updates amp Information Email is a great way to launch new products and services to a receptive audience or to inform existing users of new features and upgrades e Product updates and upgrades e New models e New features e New services It is important to the success of your campaign that you stay focused on providing value to the customer and wherever possible give them a reason to respond e Free test drives e Introductory offers e Promotional give aways and or discounts 2 5 Staff Newsletters Remember to communicate with your staff An email newsletter sent throughout your business regardless of how big it is provides you with an ideal way of making sure that everyone is kept up to date on important issues such as e Upcoming promotions email and offline e Important notices and announcements e
14. resses the Direct Approach For some businesses the best way to build your list is to go out and ask for email addresses one at a time This is particularly true for business to business B2B markets Your emphasis here is on getting permission to send information through via email This can be done over the phone either by yourself sales staff a professional telemarketer or in person Next Steps Getting started is the most important thing and the best place to get started is setting up your databases 1 Create a customer database in your EmailBrain account 2 Upload all your current customer contact information 3 Start collecting contact details from all new customers Once you have the ball rolling the next step is to design and send your email promotions brain Email Marketing Smart Email Marketing Beginner s Guide 2 Creating Your Email Promotions You are using email as a marketing medium because you want to increase your sales using a low cost instant communication tool Unfortunately other businesses use this method as well Your next challenge is getting through the clutter so that your emails are read by your intended audience The single best way to be read is for your customers to want and expect to receive your communications Different customers will find varying levels of value in your communications and it is up to you to determine what that value is The following sections will help you identify the
15. se The information you collect about your customers is what allows you to tailor your promotions and customize your offers so that you get the best possible return from your eMarketing effort What customer information you need depends on how you can use that information to tailor campaigns to better target different groups of customers and therefore get the best possible response from your eMarketing Some of the information that may be useful to you includes e Contact information especially email e Client status how this customer compares with your other customers e Lead source where your customer first heard about you e Demographic information age sex etc e Personal information children s names hobbies etc e Personal amp relationship information notes on personal contact with the customer e Purchase history what they have bought and when Why would you bother to collect such detailed information about your clients Mostly so that you can sort your database into different groups to tailor campaigns to their specific needs Web Form Email Database Targeted Email Sent Inter s del Cliente Nombre 3 Email Co Intereses OM sica amp iajar D Deportes brain Email Marketing Smart Email Marketing Beginner s Guide Here are some examples for you to consider Contact Information e Sort by zip code to send offers in batches to different areas e Multiple contact methods to incr
16. ssional services auto dealerships non profits manufacturing travel education child care retail e commerce advertising and marketing EmailBrain is becoming a preferred option for companies and individuals who understand the savings and advantages of email based marketing Office Dotster Inc 8100 NE Parkway Drive Suite 300 Vancouver WA 98662 USA Contact Phone 1 866 873 3019 Fax 302 340 2555 General Inquiries info emailbrain com 18
17. stakes Set up a new Database called Test Group e Include yourself and key staff in that database e Send every email to the test group first e Check the email details e Check the text for typo s and wording e Check if all links work e Check if all images look good e Make changes as required 16 c a Emailorain Email Marketing Beginner s Guide e Test again When you are sure that the email is ready to send the final screen in the send process gives you one last chance to make sure everything is right e Check that you have selected the right email e Check that you have selected the right database or distribution list e Check that you have selected the right time and date for your send If you have done everything listed here including all the sections above you have given yourself the best possible chance of a successful campaign 17 orain Email Marketing Smart Email Marketing Beginner s Guide 4 Company Information EmailBrain is a privately held company founded in 2003 Designed and developed by a creative and dynamic team of problem solvers EmailBrain was created in response to the need for fast and easy to use web based tools to produce distribute and track content rich email based marketing sales and promotional campaigns Now approaching 3 000 active accounts worldwide representing a wide variety of industry sectors including financial services entertainment information technology profe
18. t customer groups e Ask for feedback Personalizing your emails is simple with EmailBrain It may seem like a small thing but greeting your customers by name and sending them information that shows you understand their needs will take a big difference to the ongoing success of your campaigns 3 5 Make it Sell Step 5 Well that is the whole point isn t it Even your relationship building emails should have an element of sell to them This does not mean you should bombard your loyal customers with gimmicks and free steak knives It means you should never be afraid to ask them to do business with you again and you should do so confidently Here are some ways you can increase the sell in your emails From Line The first thing most people look at when checking their email is the From column If they do not know you there is a good chance the next button they click will be the delete button There are three options that work 1 The name of a person they know and trust Account manager sales rep etc 2 A group they belong to XYZ Rewards Club ABC Frequent Flyers etc 3 A company they trust DEF Accountants ROI Investments etc Once you have chosen which approach you will take you should stick to it so your recipients can recognize your emails and so you have a better chance of avoiding Spam filters 15 orain Email Marketing Smart Email Marketing Beginner s Guide Subject Line If they recognize the name
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