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1、,Email Marketing 101Karl Dias,Director of Sales,NetProspex,Inc.Patrick Wilcox,Enterprise Sales Manager,NetProspex,Inc.Mark Feldman,Director of Product Management,NetProspex,Inc.,Agenda,The laws that apply,as well as some very common misconceptions about B2B email marketingThedos anddonts ofB2B marke
2、ting via emailEmail creation and delivery.What works and what doesnt?Statistics and expectations.What can you realistically expect from email?,A Little Bit About B2B E-mail Marketing,Over$250 billion B2B spend driven/influenced by email in 2008 in the US-(Forrester)80%of marketers say email is the s
3、trongest performing media buy with a higher ROI then search(Datran)50%of marketers are now emailing prospects,not just customers.(Direct Magazine)78%of marketers say they will significantly increase email marketing investment for customer acquisition in 2008(Marketing Sherpa)According to the Direct
4、Magazine annual forecast survey,email has become the top medium choice for direct marketers Of the firms polled:72%send e-mail to customers 10%increase over 2007 50%to prospects 9%increase over 200755%of those who use email for marketing plan to increase their budgets for it next year.Source:Center
5、for Media Research,June 4.2008,http:/www.ftc.gov/bcp/conline/pubs/buspubs/canspam.shtm,“You cannot send an email solicitation without and individual opting in to your E-mail list.The CAN-SPAM act says so!”,Wrong MythLie,Spam Spam Spam,CAN-SPAM Facts for Business The CAN-SPAM Act:Requirements for Com
6、mercial Emailers,The CAN-SPAM Act of 2003(Controlling the Assault of Non-Solicited Pornography and Marketing Act)establishes requirements for those who send commercial email,spells out penalties for spammers and companies whose products are advertised in spam if they violate the law,and gives consum
7、ers the right to ask emailers to stop spamming them.,CAN-SPAM Provisions,1.It bans false or misleading header information2.It prohibits deceptive subject lines 3.It requires that your email give recipients an opt-out method 4.It requires that commercial email be identified as an advertisement and in
8、clude the senders valid physical postal address See the FTC Web site at www.ftc.gov/spam Or call toll-free,1-877-FTC-HELP 1-877-382-4357),The 3 Things You Will Need,1.A message2.A list3.An email delivery service,First the message and thedos anddonts ofB2B marketing via email,The Donts:*EXCE$!VE*PUNC
9、TUATION!Or CAPITALIZATIONStay away from SPAM Filter Catch Words:Free,Viagra,Guarantee,Credit Card,Sex Dont use long URLs in your emails Use HyperlinksDont use cluttered layouts,keep it clean and simple!Dont just send one big imageExcessive use of click here“,especially in all capital letters Stay aw
10、ay from email addresses from free mail services like AOL,Hotmail,and Yahoo,And Now,The 10 Must Dos:1.Create a compelling or interesting subject line2.Test,test,test and test again3.Think above the fold4.Have a specific call to action5.Personalize where possible6.From:S or 7.Stay consistent with bran
11、ding or style8.Keep it simple9.Track your results10.Start with a good list and Keep it clean,Email creation and delivery.What works and what doesnt?,Decide what format your email will be.Rich or plain text,RyanI am with a company called Netprospex,and we offer a great solution for marketing to new p
12、rospects and generating sales and have helped companies like WebEx,Citrix,Jupiter Media,Netsuite that I think you will be interested in.We have over 2.6 million highly accurate and very detailed records of key executives that contain email addresses,phone numbers,and in many cases direct dials and e
13、xtensions.I would like the opportunity to show you the tool,and set you up with a guest account for you and your staff at ABC Co.to evaluate.Ryan what is your schedule like this week,we only need 5 or 10 minutes.Cheers,Patrick WilcoxAccount ManagerNetprospex617-600-,Rich/HTML The Good&the Bad,*Rich
14、interesting colorful text and pictures*Easy to understand clear messaging*Clearly a broad based advertisement*Not personalized*Not targeted,Plain Text the Good&the Bad,firstname,I am with a company called Netprospex,and we offer a great solution for marketing to new prospects and generating sales an
15、d have helped companies like WebEx,Citrix,Jupiter Media,Netsuite that I think you will be interested in.We have over 2.6 million highly accurate and very detailed records of key executives that contain email addresses,phone numbers,and in many cases direct dials and extensions.I would like the oppor
16、tunity to show you and your staff at company the tool,and set you up with a guest account for you to evaluate.firstname what is your schedule like this week,we only need 5 or 10 minutes.Cheers,Patrick WilcoxAccount ManagerNetprospex617-600-,*Highly personalized*Targeted*Plain*Needs to be short and s
17、weet,Now the List,Target your audienceGet as targeted and accurate a list you can findRent vs.Buy,Delivery,Constant CVertical R Gold L New Media G,Tracking,See who opens,clicks,or responds in real timeGet test results instantly so you know which emails are working bestAssess prospect interest based
18、on web site visitShare best practice templates and send on behalf of othersLeverage that info&strike while the iron is hot,Results:What happened after you pressed send?,An introduction toB2B email marketing.If you have ever wanted to try your hand at email marketing to help increase your sales and g
19、row your business,but have felt unschooled or afraid,thiswebinar is for you.Mark your calendar for Tuesday August12th from 1:00pm-1:30 EST asNetProspex Director of Sales and email marketing pro,Karl Dias leads a free interactive webinar,E-mail Marketing 101 This 25 minute web event will cover:-Thedo
20、s anddonts ofB2B marketing via email-The laws that apply,as well as some very common misconceptions about B2B email marketing-Email creation and delivery.What works and what doesnt?-Stats and expectations.What can you realistically expect from email?We will wrap up with a Q&A session.Attendees will
21、receive a complimentary weeks guest account toNetProspex that will include 100 daily record views and 200downloadable records.If you no longer wish to receive e-mail from Netprospex,please reply to Remove 2006,NetProspex,Inc.42 Weston St.Waltham MA 02453 ALL RIGHTS RESERVED,Heres what happened,Sent
22、179,883Delivered 113,941 Views 12,266 for 6.82%5%is a good averageHard Bounce backs 2,638 for 1.47%Preference:Plain Text 7Skipped:Domain Unsubscribe 4Skipped unsubscribe/past hard bounces 61,659Soft Bounce Backs 4,833 for 2.69%Unique Clicks 1,001 for.97%.50%is averageUnsubscribe 481 for 0.27%,NetPro
23、spex,NetProspex Customers,NetProspex Contains,Over 2.6 million contactsCoverage into mid-management decision makersUnique coverage not available elsewhereMore than 400,000 companies across U.S.&Canada75%of contacts have email99%have phone numbers15%direct dial phones/extensions,What Sets NetProspex
24、Apart?,Accuracy of dataEmailIn-depth coverage mid-management decision makers414,000 C-Level executives371,000 VP level316,000 Directors158,000 ManagersHighly transparent presentation of dataUpdated quarterly 78%accuracy-backed up by a 100%guarantee,All Searchable by Job Title or Job Function,Search by specific job title,job function or management level,All Searchable by Geography,Search by city,state,area code,and zip code,Also Search by,Company website URL:,Company name:,List of URLs:,Thank You!,
