Email Marketing Campaigns That Drive Action
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At the heart of small business marketing are the campaigns that drive action – collections of marketing activities that help a small business or organization to achieve its goals and objectives. Newsletters and Announcements have become a core component of those campaign choices. Email is more important than ever – to the communication efforts of businesses and nonprofits everywhere; and to the customer, donor, client or supporter of those organizations. This session will reveal some simple but effective best practices and considerations for the small business or nonprofit seeking to make their email newsletters more effective. Use http://www.constantcontact.com/index.jsp?pn=mediafusion for more information on Constant Contact.
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Email Marketing Campaigns That Drive Action
- 1. Halfmoon YogaHalfmoon Yoga B•B•Q Campaigns That Drive Action: Newsletters & Announcements Featuring email and social engagement. © 2014
- 2. Cindy Kelly Media Fusion • President • Constant Contact Authorized Local Expert www.MediaFusionNow.com @mediafusionnow cindy@mediafusionnow.com YOUR PHOTO HERE
- 3. 3 Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Events & Registrations Offers & Promotions Newsletters & Announcements Feedback & Surveys
- 4. 4 Agenda What are campaigns, newsletters? Email Email + Social: you have to use both! Next Steps
- 5. Campaigns & Newsletters | Email | Email + Social | Next Steps
- 6. 6 marketing Campaigns & Newsletters At its core, marketing is about eliciting a physical and measureable response
- 7. pull response 7 Campaigns & Newsletters What is a campaign? push content
- 8. 8 Campaigns & Newsletters What is a newsletter?
- 9. 9 Campaigns & Newsletters Different types of newsletters Newsletters Keep your audience in- the-know Card or announcement WOW! Custom code email 101001 Business letter Press release
- 10. Campaigns & Newsletters | Email | Email + Social | What’s Next?
- 11. 11 What you know that they don’t What you have access to that they don’t “Original” isn’t required… just be interesting and relevant Email What do I write about?
- 12. 12 Email How much is enough? Focus. Less is more. ? 51% November 2013
- 13. 13 Email A picture is worth...
- 14. 14 Email A picture is worth... Pictures get 47% more click-through activity than content without images, but… …don’t over-rely on images! Be sure to use text labels in case images aren’t displayed by the recipient’s mail program. Don’t use images of your content. Remember: your content is viewed on mobile devices… A picture is worth...
- 16. 16 Email Got pics? Some channels thrive on visuals
- 18. Who is it “from?” What’s the “subject?” When do you send your communication? Email Now, later or never Three little words that rule your world
- 19. 20 Email Who is it from? Winning the battle of priorities CAN-SPAM Act go to www.business.ftc.gov and search “CAN-SPAM” How will you be most recognizable?
- 21. Email Subject line Winning the battle of priorities SECONDS WORDS TODAY
- 22. 23 Email Winning the battle of priorities Tomorrow: Need 3 Hammers – Can You Help? Joe’s Pet Store Newsletter ALERT: Help your dog beat the heat! Children’s Classes Still time! Openings available for children’s classes. March Newsletter
- 23. 24 Monthly is most common Ask yourself: “When are my readers likely to take the action I want?” Email When to send
- 24. 25 Email Find your best day Send your e-mail, watch for best response Select 3 days in the week to test Divide your list into 3 groups of people 1 2 3
- 25. 26 Email Find your best time Select 3 times on the day with the best results Use same 3 groups of people Send email at 3 different times of day, note time with best results 1 2 3
- 26. 27 Email When to send or post Do not be romanced by a high open rate – measure actions!
- 27. 28 67% don’t see images by default Text links get more clicks than buttons Place your logo left or center in email Include company name in text Email Practical advice
- 28. 29 Key action must be above scroll line Do not give too many choices Make all images clickable (and with text labels) Email Practical advice (and on your mobile device)Test it on yourself!
- 29. Campaigns & Newsletters | Email | Email + Social | Next Steps
- 30. 31 Email + Social Then vs. now Social media marketing for small businesses source: Constant Contact Small Businesses Then & Now study % of small businesses using social media marketing 10% 2008
- 31. 32 Email + Social Then vs. now Social media marketing for small businesses source: Constant Contact Small Businesses Then & Now study % of small businesses using social media marketing 87% 2013
- 32. Email + Social It influences decisions 74% Rely on social networks to guide purchase decisions source: Fedelta 55% Share purchases on social networks source: Fedelta 68% Learn more about a charity if they see a friend posting about it source: MDG Advertising
- 33. 34 Email + Social Email & Social You have to use both Drive traffic back to your list, email, etc... Amplify your email
- 34. 35 Email + Social Email + Social
- 35. 36 Email + Social Email + Social
- 36. 37 Email + Social Email + Social
- 37. Campaigns & Newsletters | Email | Email + Social | Next Steps
- 38. 39 Next Steps Tools to expand your reach Simple Share tool
- 39. 40 Next Steps Tools to expand your reach Social media buttons
- 40. 41 At register With the check at end of the meal On registration forms Next Steps Tools to expand your reach Offline
- 41. 42 Web sign-up tool (app for website, Facebook, etc) Next Steps Tools to expand your list Online
- 42. 43 Next Steps Tools to expand your list Text to Join™ from Constant Contact TXT Scan to Join™ from Constant Contact
- 43. 44 Next Steps Tools to expand your list Apps
- 44. Content calendar for all channels S M T W T F S 1 2 Tips for Spring • Newsletter • Facebook • Twitter • LinkedIn 3 4 5 6 7 Motivation Monday • Facebook • Pinterest 8 9 10 11 New Product • Newsletter • Facebook • Twitter 12 13 14 Motivation Monday • Facebook • Pinterest 15 16 Staff Pics • Facebook • Instagram • Newsletter 17 18 19 20 21 Motivation Monday • Facebook • Pinterest 22 23 24 Event Photos • Facebook • Twitter 25 26 27 28 Motivation Monday • Facebook • Pinterest 29 Sale • Newsletter • Facebook • Twitter 30 Newsletter • Email • Facebook • Twitter regular newsletter blog post theme days multimedia news/promotions
- 45. Halfmoon YogaHalfmoon Yoga B•B•Q Get started today… www.constantcontact.com 60-day free trial © 2014
Editor's Notes
- [these all build automatically after first click…speaker can choose to highlight one or two, or all, or different ones if wanted] Source for 67%: Jeanne Jennings, Marketing Sherpa: “Preview Panes, Image Blocking and My Pitch to Have Microsoft Outlook Turn Images on by Default,” June 2010 This slide is a great one to refer back to after you’ve left the class today, almost like a checklist for your email marketing – it’s just some simple, practical advice for getting better response in your emails. I’ll go through them quickly. Many people do not see pictures in their emails, and text links get more clicks than a beautiful button -- probably because of that 67% stat. Make sure your logo is left or center, not right – because people often see email in small windows that eclipse the right side, and make sure your company name is in text near the top. If your name is only in a graphic of your logo, all those people with no pictures will not realize the message is from you at first glance. The action you want people to take should be above the scroll line – most people do not scroll, and do not give too many choices, one or two at most. People do not have time to window shop and make decisions in your email. If you want them to take action, reduce the number of choices. Make sure all of your pictures are clickable, this is easy to do with our tools and test your message on yourself, send it to yourself and if you can, test it on your cell phone or iPad too, just to know it looks good for everyone. I’ve said it a few times already…be sure to test your newsletters on yourself. Tools like Constant Contact make it easy to send a test email to yourself or someone else so you can view it on a desktop, on your mobile phone… [Speaker: you could pause here and ask the audience for other tried-and-true tips that they follow. If you hear something new or creative, share it with your fellow speakers and the folks building the content!]
- [these all build automatically after first click…speaker can choose to highlight one or two, or all, or different ones if wanted] Source for 67%: Jeanne Jennings, Marketing Sherpa: “Preview Panes, Image Blocking and My Pitch to Have Microsoft Outlook Turn Images on by Default,” June 2010 This slide is a great one to refer back to after you’ve left the class today, almost like a checklist for your email marketing – it’s just some simple, practical advice for getting better response in your emails. I’ll go through them quickly. Many people do not see pictures in their emails, and text links get more clicks than a beautiful button -- probably because of that 67% stat. Make sure your logo is left or center, not right – because people often see email in small windows that eclipse the right side, and make sure your company name is in text near the top. If your name is only in a graphic of your logo, all those people with no pictures will not realize the message is from you at first glance. The action you want people to take should be above the scroll line – most people do not scroll, and do not give too many choices, one or two at most. People do not have time to window shop and make decisions in your email. If you want them to take action, reduce the number of choices. Make sure all of your pictures are clickable, this is easy to do with our tools and test your message on yourself, send it to yourself and if you can, test it on your cell phone or iPad too, just to know it looks good for everyone. I’ve said it a few times already…be sure to test your newsletters on yourself. Tools like Constant Contact make it easy to send a test email to yourself or someone else so you can view it on a desktop, on your mobile phone… [Speaker: you could pause here and ask the audience for other tried-and-true tips that they follow. If you hear something new or creative, share it with your fellow speakers and the folks building the content!]