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EMail Marketing - AIM Conference 2009

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How to get the most out of your email marketing program including ensuring deliverability, growing your lists, and measuring ROI. Steve LionaisISL Web Marketing & Development
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  • 1. E-mail Marketing Your Highest ROI Marketing Tool Steve Lionais
  • 2. Why Bother? • Easy to get started • Cost effective • Relationship management • Lead generation • Direct marketing • $48.29 return for every $1 spent – DMA 2008
  • 3. Lead Generation Tactics
  • 4. Spending Trends
  • 5. Email Service Providers • Dedicated IP Address • SPF and Sender ID compliance • Reporting Tools • ISP and mailbox relationships
  • 6. Deliverability • Mailing Behaviour • SPAM Score • List Maintenance • White List/Black List • Utilize test accounts
  • 7. Influence Performance • Relevancy • Frequency • Segmentation • Customer Choice • From Name/Address • Subject Line • Email Design
  • 8. Email Design
  • 9. Email Design B2C • Mostly images = 7.1% • All text = 4.7% • Mostly text = 5.3% • Equal text/images = 6.3% B2B • All text = 5.4% • Mostly text = 4.8% • Equal text/images = 3.5%
  • 10. Email Design
  • 11. What & When • Send as much as you can – Newsletters – Marketing offers – Reminders – Confirmations • Give users choice – Topics – Frequency • Automate your program • Test & Measure
  • 12. Grow Your List • Be bold • Co-registration • Go social • PPC campaigns • Offline – Tradeshows – Sales staff • Provide value
  • 13. Recap • Service provider • Deliverability • Design • Grow your list • Test & improve
  • 14. Thanks! Visit the ISL booth to win up to $2,500 in consulting services slionais@isl.ca
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