Sell More Online!

Overview: Email Marketing

Selling More Online = Email Marketing!

Graphic Design

Graphic Design

• Graphic Design - clean, uncluttered and professional
• Soft, contemporary colors.
• Use white space.
• Rounded corners.
• Balanced font size with readability.
• Minimal Flash elements.

EXAMPLE: www.LukesAutoRepairShopRedmond.com

Navigation

Navigation

• Navigation – quick and easy to find things
• Robust product search function
• Site Map
• Easy registration processes (to sign up & make purchases).

EXAMPLE: www.MehndiMadness.com

Copy and Content

Copy & Content

• Content and Copy – lots of easily scanned content
• Clear, easy to read and scan content.
• Copy written from your customer's point of view.
• Call to action on each web page.
• Include testimonials.
• Quality product images.

EXAMPLE: www.byDfault.com

In-bound Linking

In-bound Linking

• Linking is the way websites connect with one another and are also known as inbound links.
• An example would be a link to your website that resides on your partner’s or manufacturer’s website.
• Inbound links are not visible on your website, they are seen on websites other than your own.

Organic Search Engine Optimization (SEO)

SEO

• Continuously adding relative content over time.
• Editing the content of the web page to map and marry to the goals of the website.
• Modifying the html code - based on specific keywords and keyword phrases, for each web page.

Search Engine Marketing (SEM—also known as Pay Per Click Campaigns)

SEM

• Search Engine Marketing is the practice of buying high placement on search results.
• You may also be familiar with the terms Pay Per Click advertising (PPC), sponsored links or sponsored ads.
• Pay Per Click advertising can be purchased from search engines, with the largest vendors being Google Adwords, Yahoo! Search Marketing and Microsoft adCenter.

Build an Email Contact List

Contact List

• Ideally, capturing all contact information is best. However, at a minimum, you want a first name and an email address.
• A first name allows you to personalize your communications.
• Invite your visitors to add their email to your database.
• Create an opportunity for visitors to opt-in . . . to provide you with their contact information.
• Each page of your website and all of your electronic marketing communications should have opt-in opportunities.

Strategies

• Strategies for collecting contact information from your visitors include:
• Run contests
• Offer free items
• Provide coupons and special discounts
• Loyalty program, with reward points

Market & Remarket – Personal Bonds through Email

Personal Bonds

• Create a Personal Bond with your contacts
• Tell your visitors you value them
• Provide useful information and solutions to their problems
• Continuously improve your products and services
• Ask for feedback from your prospects and customers
• Quickly respond to inquires

Market & Remarket – Develop Email Marketing program.

Marketing Program

• Have a variety of email campaigns
• Electronic sales letters
• Scheduled and sequential emails
• Event reminder series of emails
• Understand the Can Spam Law
• Segment your database of contacts
• Follow design standards and guidelines

Step #6

Putting It All Together

Step #6

• Putting It All Together – Rinse and repeat.
• Turning visitors into buyers is a continuous process.
• Get your site ready for visitors
• Know your niche marketing
• Drive traffic to your website
• Build a contact database
• Market and re-market to your contact database