Below is the transcript of the above video for those of you who prefer to read (and for the search engine robots who read better than they listen).
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I’m Kevin Carney of Inbound Marketing University.
Today’s Inbound Marketing Minute is about email marketing.
There are three broad categories or styles of email marketing and they have varying degrees of costs, sophistication, and effectiveness.
At the low end is the weekly newsletter. Everyone on your list gets the same email, every week, every other week, in a newsletter format.
This does help keep you in their awareness and hopefully, if they do have any questions or issues they’ll think to reach out and contact you.
The price for the weekly newsletter can be as little as free.
Most email marketing suppliers, MailChimp, Constant Contact, MadMimi, etc… they have a free plan for the weekly newsletter specifically when you have a relatively small number of email contacts.
The next tier up is what’s called the AutoResponder and the DRIP Campaign, and they tend to go together.
The autoresponder is where somebody immediately receives an email back after they take some action, the fill out a form, they sign up for your newsletter, they register for a webinar.
They immediately get an email back saying thank you.
And then they get an email every day, every other day, that says something relevant.
The third tier is not purchased from the same email marketing vendors.
The third tier is more sophisticated, more effective, and more expensive.
I’m not going to say much about Marketo because they’re too expensive for most small businesses.
InfusionSoft is one such vendor and I think they’re pricing starts at $200 a month for 2,500 contacts or less.
However more appropriate for small business is a company called X2Engine which starts at $42 a month.
So again, the three tiers are the weekly newsletter whose price point starts at free, the autoresponder DRIP campaign whose price point starts at $10 a month, or full-fledged marketing automation whose price point starts around $40, not around, who starts at $42 a month.
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