In Making Your Internet and E-mail Marketing Strategies Pay Off, you'll learn...
- How to guarantee respectable response rates for the time, effort and money devoted to e-mail campaigns
- What to consider and how to move forward in building a productive e-mail database
- Just which messages and presentation formats will promote labor-saving and list-expanding viral marketing
- How to merge your on-line and traditional marketing efforts in a coherent and effective strategy
- And much more
Who could have guessed that, within less than two decades, computers, the Internet and e-mail would so dramatically change the face of marketing? The downside is that everyone is still catching up to all the advances and potential. We designed this workshop especially to solve this dilemma. No matter whether you’re new to any kind of marketing, have marketed products and services for the last 30 years or have already jumped into the electronic world to reach clients and prospects, this workshop can make a dramatic difference in how effectively and efficiently you connect with your audience. In it you’ll learn where to find productive e-mail lists that match your industry and offerings, how to tap the power of search engines, understand how Internet copy differs from printed material … and how to translate your existing messages to work on Web sites and in e-mail, getting your on-line and off-line programs in sync and so much more. Discovering the challenges and rewards of electronic marketing are just two information-packed days away!
WORKSHOP AGENDA
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Why you should use e-mail and what makes it work+
- What makes e-mail the irresistible medium it is
- What an effective e-mail looks, sounds, smells, tastes and feels like
- Starting points: Initial entry and how to make the best investments
- Boosting your message beyond the spam zone
- How to set the boundaries regarding permission and privacy
- Outsourcing options … what makes the best business sense for you?
- How to avoid the tar pits that suck down most e-mail marketers
- The most common words and phrases that block your message’s delivery
- Find e-mail measures and outcomes that fit your type of business
- Answers to the 15 most common e-mail issues
- How to word opt-in/opt-out messages for maximum list growth and retention
- 10 marketing misconceptions about the Internet
How to plan, build and maintain your e-mail account list+
- How to build your address list through on- and off-line activities
- How to work e-mail addresses into your existing customer file
- Plan B: Ways to respond when e-mails go undelivered
- It’s a relationship … how to ensure that you’re doing your part
- Prompting preferences so you get your clients’ latest information
- Field reports from those fast and furious list builders who needed to launch in a hurry
- How to use trust to grow your e-mail account list
- When should you share—or sell—the hard-earned names on your list?
Where e-mail and the Internet fit in your overall marketing mix+
- How to get your e-mail to mesh with marketing efforts, from direct mail to telemarketing
- How to use e-mail and the Internet to spur activity in your other marketing areas
- How to keep interest high among your multi-channel customers
- 8 boosters for any electronic marketing campaign
- How to match your on-line marketing efforts with the bottom line
- The influence game: How to get your word out with electronic public relations
- How to strengthen your brand through e-mail and the Internet
- How to get the advantages of e-mail and traditional direct mail at the same time
How to create one-to-one relationships with your customers+
- The do’s and don’ts of building customer relationships
- E-mail newsletters: When they want them and are ready for more
- How to get your e-mail and your Web site to work in sync
- Best bets for setting up triggered messages
- How to earn points with personalized e-mail programs
- The hows and whys of creating customer segments
- Delivery schedules: Strategies for mail timing and frequency
- Shining stars: A look at some of the most successful relationship-building programs out there
- New life: Jump-starting the “duds” on your list
How to get the right eyes in front of your Web site+
- 10 ways to strategize and start a successful prospecting program
- How to use Web site registration to capture useful and usable information
- Learn from the pros: 6 examples of lead generators that produced
- Choosing the best e-mail and newsletter lists for ad banners
- The essential elements of good Web site design and productive copy
- How to get results … and how to test to find out what’s delivering them
- The pros and cons of launching your own e-mail list
- B2B sites vs. consumer sites … elements that work
Engines, ads and affiliates: What’s right for your site?+
- Search engines A – Z: What you really need to know
- 7 tips to help the big search engines find your site
- How to beef up your home and following pages to make the search engine lists
- How to evaluate keyword purchases decisions with the major search players
- Chain gang: How to promote inter-site links that can drive more traffic
- Ad banners revealed: What difference can they make in your program?
- 3 ways to tell if your search engine marketing campaign is on the right track
- Affiliate programs that work … and what causes others to fail
- 7 ways to make sure your banner ads operate at full power
Revenue dreams and realities+
- Key ways to make money with your Web site
- It sounds good, but what can you reasonably expect by selling space?
- What message do banner ads send to your newsletter list?
- Valuable content doesn’t have to blow your budget … get creative!
- Money makers that can enable those extra bells and whistles that you need
- How spending for an advertising agency can make you money
- Get a grip on your marketing budget and the Internet
- How to use low-cost alliances to leverage your marketing muscle
- How non-tech businesses use the Internet to make money
What’s next on the electronic frontier?+
- Names, names, names … where will they come from?
- 5 places for e-mail lists to evolve
- What’s in store for direct mail and the Internet
- Present and future e-marketing obstacles to overcome
- How to grow and expand your e-marketing efforts
- Could there be an auction in your company’s future?
- Moving from permission-based marketing to request-based marketing
- How your customers will direct your future marketing moves
- Anticipated messages and the future of e-mail
