Email Marketing

Despite all the changes in marketing in the last 10 years, email marketing is still one of the most effective and cost-conscious marketing methods. While almost all companies in the beer industry do engage in email marketing, few do it well. We’ll learn how to select an email marketing program, establish a database of contacts, encourage people to opt in, format effective emails, and analyze results. Our speaker is Neil Walker from the Society of Independent Brewers.

Transcript

1. EMAIL MARKETING GETTING PAST SHOUTING FROM AFAR
2. BUT FIRST, A QUICK INTRODUCTION…
3. FOUR KEY AREAS TO CONSIDER BUILD AN AUDIENCE WHAT’S THE AIM DISTRIBUTING YOUR MESSAGE MEASURE, IMPROVE, MEASURE, IMPROVE
4. BUILD AN AUDIENCE PEOPLE, NOT EMAILS
5. BUILD AN AUDIENCE OF PEOPLE WHO ARE LIKELY TO BE INTERESTED IN YOUR BUSINESS.
8. WORK WITH YOUR EXISTING BUSINESS CONTACTS TO BUILD COLLECTIVE AUDIENCES COLLABORATIONS, JOINT EVENTS, SPECIAL OFFERS…
9. YOU’VE GOT THE AUDIENCE, NOW WHAT’S THE AIM? OR MORE SPECIFICALLY, WHAT DO YOU WANT THEM TO DO?
10. WHAT’S THE AIM? BUY SOMETHING FOLLOW US ON TWITTER WHAT DO YOU THINK OF US? COME TO OUR EVENT NEWS
11. CAMRA - VERY LARGE CONSUMER AUDIENCE, MIXED KNOWLEDGE LEVELS & INTERESTS SIBA - TRADE AUDIENCE, HIGHLY KNOWLEDGABLE BREWERS, COMMERCIALLY MINDED WHO ARE YOU TALKING TO?
12. GIVE BEFORE YOU TAKE OFFER VALUE TO CUSTOMERS THROUGH ENGAGING, ORIGINAL CONTENT OR A GENUINELY SPECIAL OFFER
13. DISTRIBUTING YOUR MESSAGE DELIVERING GREAT CONTENT, EASILY
14. DISTRIBUTING YOUR MESSAGE
15. DISTRIBUTING YOUR MESSAGE INTUITIVE INTERFACE GOOD VALUE MEASURABLE RESULTS A/B TESTING
16. VISUAL, BITESIZE CONTENT DRIVING AT CLEAR AIMS
17. NUMBERS GUIDE CONTENT
18. MEASURE, IMPROVE, MEASURE, IMPROVE
19. A/B TESTING
20. A/B TEST ALTERNATE SUBJECT LINES
21. A/B TEST ALTERNATE SEND TIMES
22. BUILD AN AUDIENCE HAVE A CLEAR AIM DELIVER EFFECTIVELY MEASURE, IMPROVE