Not Your Mother's Marketing
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- Terence Lynch
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1 Not Your Mother's Marketing Brought to you by: Joseph Scott, MAS Scott & Associates, Inc. CAS 1 Monday, January 10, :45 pm 4:45 pm The views and opinions expressed by presenters or others who have provided materials to and for this meeting are not necessarily those of PPAI. PPAI assumes no responsibility for, nor endorses any of the comments, recommendations or materials that are provided.
2 PPAI Volunteer Central Be More. Influential. Join These Volunteers Today. Register at PPAI Volunteer Central to help shape the Association and the industry through committee or action-group service. By simply completing your profile, you re already making a difference! Your information, and that of hundreds of other volunteers, like committee members Dave, Allison, Pat and Charley will help PPAI determine the wants/needs of its members. And, if you re worried about time commitments, that s all your service has to be valuable information. Dave Regan, CAS The Vernon Company Leadership Advisory Committee Chair 20 years of volunteer service Pat Dugan, MAS Budgetcard, Inc. LAC Recruitment Subcommittee 19 years of volunteer service Allison Schaffer, CAS Sound Line, LLC LAC Recruitment Subcommittee Chair 11 years of volunteer service Charley Johnson, CAS SnugZ/USA LAC Recruitment Subcommittee 4 years of volunteer service Want more? Be more. Join these industry volunteers today; Register at PPAI Volunteer Central
3 Not Your Mother s Presented by: Joseph G. Scott, MAS VP Scott & Associates, Inc. What is Your Mother s ? Using Outlook, Gmail or Kerio Server groups Being restricted to s/24 hours Copy/Pasting a Word Document into an No Automatic Unsubscribe No Analytics (bounces, opens, clicks, unsubs, ) No Auto Link to Social Media Accounts What You Will Learn CAN SPAM Act of 2003 What's New (to you?) in Marketing? Tracking Web Activity & Proving Results Driving Traffic to Social Media, Text and Web Increasing Your business w/e mail Marketing Selling e mail Marketing Services 1
4 CAN SPAM Act of 2003 Controlling the Assault of Non Solicited Pornography And Marketing Act OK: send unsolicited, commercial Messages, if: Unsubscribe mechanism in all s Unsubscribe requests are honored within 10 days Unsubscribe list is only use for compliance records Accurate from line, i.e., Relevant subject lines that support the body copy CAN SPAM Act of states have anti spam laws CAN SPAM Act: Privacy policies: Work with an attorney Audit & train employees on best practices Conduct regular audits assure compliance CAN SPAM Act of 2003 (cont.) OK: send unsolicited, commercial Messages, if: ing existing customers Those who have inquired about product/service Considered relationship messages Misdemeanor to send with false header info From irs.gov when really from Preempts State anti SPAM laws Follow the rules, check with your attorney 2
5 What's New (to you?) in Marketing? Automatic Unsubscribe Automatic Opt In Analytics: Opens, Bounces, Unsubs, Clicks Clicks create Lists from Lists Integration with Social Media How to Track Increased Web Traffic Some Services marketing service review.toptenreviews.com/ Tracking Web Activity & Proving Results Sign up for Mobile Marketing Sign up for twitter Sign up for Facebook Go to Featured Product Page 3
6 Featured Product Page Web Traffic/Orders sent Tuesday, November 23, 2010 Traffic Visitors/day 68 orders Sales Orders/day 7 orders Create Greater Relevance via Segmentation Lack of relevance is #1 reason for unsubscribes The more that your message speaks to the needs of the recipient, the better the response Take the folks who Click on a particular offer and make a sub list 4
7 Segmenting Lists All of these folks clicked through to a particular product of interest on the site and are segmented into separate lists Note: 135 Clicks and 166 Click throughs indicates multiple areas of interest Segmenting Lists These folks clicked through to look at Holiday Gift Ideas are segmented into a separate list. The will receive a separate Holiday Gift Idea . 5
8 Best Practices Build Trust & Response Ask permission Set expectations at the point of opt in Deliver on promise We ll be sending you one per month Maintain your list: Clean up! Delete Bounces Best Practices Privacy Policy Preference Center 6
9 Build Trust & Response Offer a Preference Center to allow them to manage their subscription unsubscribe & share, format Text or HTML, frequency Higher response rate, lower churn We will never give your information to anyone else, without your permission. + a link to your full policy on your web site List Building & Maintenance Position yourself where your clients are Segment your list based upon interest Preferences stated at opt in Create content that matches the recipient s preferences Clean up your list (Bounces & Unsubscribes) Design for the Inbox Test sample messages small audience Company name in the From Add a great subject line use teaser HTML text and layout not images most are viewed in the preview pane place important content (offer) at the top for immediate viewing 7
10 Messaging & Campaign Design Use alt tags for all images, especially in the header describe the image Use obvious links for response Link to privacy policy and opt out Best Practices Don t forget mobile devices Design for the small screen Click here if you are viewing this on a mobile device Consider text messages, instead Get them to opt in to text from the 8
11 Don t forget mobile devices Deliverability Manage your online reputation Follow the laws and best practices Test for deliverability and spam filters ISPs watch the behavior of your recipients Online audit of all campaigns Increasing Your business w/ Marketing Get an account with an service Upload your client addresses Follow Best Practices Send your first with a really good special Segment your list Rinse & Repeat! 9
12 Selling e mail Marketing Services Ask if your client uses marketing Sign up on their web site for s Find out which service (if any) they use Understand their objectives Offer to manage their marketing Bill for your time 10
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