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GHOST PARTNER - The Power of Email Marketing


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Here is the presentation I did on Thursday Oct 25th at Aurora Cineplex in Roswell, GA - Howard Flint, CEO Ghost Partner

Here is the presentation I did on Thursday Oct 25th at Aurora Cineplex in Roswell, GA - Howard Flint, CEO Ghost Partner

Published in: Business

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  • Why is engagement marketing critical to your success? Your best source of new business are your existing customers
  • Engagement Marketing is using technology to make this happen. Email marketing is a critical component of an Engagement Marketing strategy.
  • Email marketing allows you to build trusting relationships and nurture early relationships, while acquiring some new customers from your passionate customersSocial media marketing uses your raving fans to acquire new customers, connect with prospects and begin nurturing deeper relationshipsEmail marketing should encourage broader relationships through social media marketingSocial media marketing should encourage deeper relationships through email marketing
  • There are 5 stages in a relationship, or 5 types of people:(Click) Raving Fans: Customers with a high level of loyalty, trust, & engagement. They willingly refer others to you and your business.(Click) Customers: Those buying from you already. These are people who have engaged as a customer at some point in the past. May be willing to try alternatives if encountered.(Click) Prospects – those that have a connection to you via a person, product, or service, but may not know of you yet. A connection exists for you either directly or indirectly through a Raving Fan or a Prospect. Is likely to need the services you provide in the future.(Click) Suspects – These folks are inclined to do business with you someday, but no connection exists. No direct or indirect connections exist. Is likely to want or need the services you provide in the future.(Click) Disinterested – those that have no interest and who will never buy a product or service from you. It’s better to build credibility here and direct them to what they’re interested inIt makes sense to use your marketing resources wisely… with the people who count!Now you can resourcefully apply new tools to acquire, connect, engage, and grow new customer relationships. (Click) Social media marketing uses your Raving Fans to acquire and engage new customers, [Click] connect with prospects, and begin fostering deeper relationships
  • Easily integrate your Email Marketing efforts with your social media marketing efforts in order to capture contacts wherever your audience is. Make a Join My Mailing List box or link available on all your social media sites and website Include social media icons in a consistent and prominent place in your Emails, so folks will have an easy way to connect with you on your social presences, too.
  • I want to spend the next 30 minutes talking to you about content, how to generate it and how to use it. You probably already know that you should be using it, you just may not know HOW to get it done. I hope to give you some tools to help.First off, how many of you HAVE a newsletter or blog? Ok, keep your hands up IF you publish content on regular basis? How many of you have that as a 2012 goal: Start a Newsletter/Social Media/Blog?
  • I want to spend the next 30 minutes talking to you about content, how to generate it and how to use it. You probably already know that you should be using it, you just may not know HOW to get it done. I hope to give you some tools to help.First off, how many of you HAVE a newsletter or blog? Ok, keep your hands up IF you publish content on regular basis? How many of you have that as a 2012 goal: Start a Newsletter/Social Media/Blog?
  • Content is the Killer App.Your business is the ‘platform’.
  • 7 steps to writing a great story
  • Identify your audienceWhom are you targeting? Potential clients, existing customers, your employees, your peers? Write as if you’re talking to them.
  • 2. Get organizedDefine your purpose. What do you want to accomplish in this particular piece? Write it down at the top of your file/paper and keep it on top of your brain.
  • 3. Incorporate your passionYou do what you do well. Others could learn a thing or two from you. When you speak/write passionately, you are more memorable and that is key in getting people to read your content.
  • 4. Use storiesReports transfer information; stories convey emotion, which is more memorable? Just because you’re writing about your business experience doesn’t mean it can’t have emotion (and passion) attached. Audiences can’t stand overly clinical, mechanical or robotic material. I always recommend case studies from your own business if possible.
  • 5. “Save string” Collect quotes, insight, anecdotes and research that underpin your points. Keep a notebook or computer file and fill it up. Evernote anyone?
  • 6. Prioritize – this is close to “Get Organized” What’s the most important part of the message? Hone in on that and don’t meander. Stay on point.
  • 7. Create a knowledge gapTell the audience something they don’t know. Create curiosity... an “intellectual itch” they’ve just gotta scratch.
  • The world is ruled by content. Some big and some small. If you are consistent and sound informed, it can really GROW you business.
  • Let’s look at a case study of how one small business measures the overall effectiveness of their social media efforts. The Swinery, a specialty butcher shop in Seattle, measures effectiveness by “Reach”. They:Sent an email newsletter to 3,765 subscribersReceived 816 opens (22%)BUT it was viewed an additional 485 times, and Liked by 181 readers, representing a 60% increase in reach compared to normal email marketing efforts. This was due to the inclusion of a share bar in the header of their email campaign.
  • Email Service Providers can help you track lots of positive and negative results even if your audience doesn’t directly respond, and you can track direct responses back to specific individuals. Here how it works.When you send an email, your Email Service Provider automatically adds special code that enables the tracking of certain responses. It’s possible to trackWhich emails bounced and why they bouncedWhich emails received spam complaintsWho opted out of receiving future emailsWho enabled the images to display in their emailWho clicked the links in your emailWho forwarded your email to someone elseLet’s look at what you should be keeping track of and what you can do with this information.
  • In addition to Email Report Tracking, use tools which measure increases in overall “reach” which includes comprehensive tracking on social networks, including: Likes, Follows, Shares, etc.
  • When your bounce report tells you that an email address is non-existent, or no longer valid:You can check for obvious misspellings. For example, an email address that ends in ‘@hotmail.comm’ can be easily corrected. If it isn’t obvious, don’t guess. Email addresses can be odd and you don’t want to mistakenly send someone an email they didn’t ask for. You can contact the subscriber for new or corrected information or delete him or her from your list if you aren’t able to determine whether the email is misspelled. It’s a good idea to collect alternative contact information from your customers in case they change email addresses without notifying you.When your bounce report tells you that the server was down, the mailbox was full, or the email was blocked:You can try to send the email later and watch for trends.If the emails get through after trying again or making alterations (i.e. sending a text-only version of your email), make note of the changes or start a separate list for email addresses with known issues. If the emails repeatedly bounce, you’ll probably have to obtain a new address if practical.
  • When you repurpose your great email content on your social channels, you can use NutshellMail to quickly engage and respond in in real-time, in minutes a day.NutshellMail from Constant Contact is an easy, free way to monitor all your social media activity in minutes a day. NutshellMail is a free monitoring tool that brings a summary of your social network updates to your inbox in a single email on your schedule.Constant Contact's NutshellMail supports Facebook, Twitter, LinkedIn, Yelp, Foursquare, Citysearch, and MySpace.
  • Constant Contact provides you with a complete offering of online marketing tools to help you succeed in staying in touch with your customers and growing your business.
  • If you have trouble in any of these areas, I would love to talk with you. Ghost can help you with
  • Content creation and strategy for newsletter or Blog. We can get “just about anything” written. Social Media branding and strategy Custom Email Templates Press Releases and Distribution SEO and Website work And something brand new…
  • Whether we do it for you, or help you do it yourself, we want to start using “The Killer App”. THX for your time. Can I answer any questions? I will be out front at the Ghost Booth. I would love to speak with you.
  • Good morning, my name is Howard Flint with Ghost Partner. We are a full service marketing firm specializing in CONTENT. To simplify that:“We write it. You publish it”
  • Transcript

    • 1. Contact Information Howard Flint Local “Expert” Ghost Partner – Content Creation and Managed Marketing 404-537-2166 xt. 2 @GhostPartner Insight Provided by KnowHow 3 Visit:
    • 2. IntroductionThis presentation has three parts…1 Connecting to build customer relationships2 Informing people who will buy in to your message and share it with others3 Growing your business with engagement marketing 4
    • 3. Section1 CONNECTEmail Marketing Basics Connecting with your customers Engaging in profitable customer communications Using email and social media as components of an engagement marketing strategy 5
    • 4. Why Engage?Q. Where will the majority of next month’s business come from?A. Existing customers 6
    • 5. Why Engage?Q. What is your best source for new business?A. Existing customers Engagement Marketing is using technology to make “it” happen 7
    • 6. New tools have changed the game Traditional Engagement Marketing Marketing Find FIND Find MORE Convert Convert Keep Keep“Flip The Funnel: Retention is the New Acquisition” - Joe Jaffe (@jaffejuice) 8
    • 7. 3 Steps to Building Relationships Email marketing  Trusting relationships  Early relationships  Encourage broader relationships through SMM Friends Customers Social media marketing  New relationships  New prospects Followers  Encourage deeper relationships through EM Friends You Prospects Followers Step 1: Step 2: Step 3: Great customer Connections that enable Content that engages experience ongoing dialog and spreadsCopyright © 2011 Constant Contact, Inc. 9
    • 8. Marketing Today = BuildingRelationships
    • 9. Five Types of PeopleRaving Fans Customers Prospects Suspects Disinterested 11
    • 10. Acquiring Customers Time… Money… Energy… Effort Takes 7 touches, on average, for a sale to occur  Some buy right away  Others research and try  Some show interest but don’t trust you $ 1 2 3 4 5 6 7 12
    • 11. Why Email? Because almost everyone your business needs to reach reads it:  94% of Internet users between the ages of 18 and 64 send or read email  An even higher number of users ages 65 or older do the same  61% Use a social networking site  147 million people across the country use email, most use it every daySources: Pew Internet andAmerican Life Project 2010Copyright © 2011 Constant Contact, Inc. 14
    • 12. Why Email? It’s cost-effective: Direct mail vs. email  For the same response, direct mail costs 20 TIMES as much as email 1  Email ROI is the highest when compared to other internet marketing mediums 21 Forrester Research, Inc.2 Direct Marketing Association 15
    • 13. Email Marketing Is Not… Junk email Unsolicited and unwanted email SPAM Email from an unknown sender Dubious opt-out (if any) 16
    • 14. Email Marketing Is… Delivering professional email communications To an interested audience Containing information they find valuable 17
    • 15. Basics of Email Marketing Setting expectations  How many emails sent  When are emails sent  What type of information Delivering on promises  Matching expectations  Providing relevant content Abiding by CAN SPAM Act Gaining permission  Do they know me?  Do they care? Utilizing professional services 18
    • 16. Regular Email vs. Email ServiceProvider Standard email programs (e.g. Outlook, Hotmail)  Limited # of emails sent at one time  No formatting control  List break up more susceptible to filters  No cohesive branding  No tracking and reporting of email results 19
    • 17. Regular Email vs. Email ServiceProvider Email marketing services automate best practices  Provide easy-to-use templates  Reinforce brand identity  Email addressed to recipient only  Manage lists – adding new subscribers, handling bounce- backs, removing unsubscribers  Improve email delivery, track results and obey the law 20
    • 18. Email Basics ChecklistAsk yourself before you begin email marketing… Do repeat and referral customers help your business? Do you have a plan for delivering multiple communications? Is your audience interested in your message? Is it valuable to them? Can you make your emails look professional and reflect your brand? Do you have an Email Service Provider to help manage your strategy? 21
    • 19. Section1 CONNECT Building a Quality Email List  The benefits of permission- based marketing  Building a valuable contact list  Keeping your list current
    • 20. Consumers Define Spam 23
    • 21. Consumers Define Spam 24
    • 22. Build Your List Where YouConnect Incoming or Events Email Place of Business OnlineOutgoing Calls and Meetings Signature Guest Book Presence 4 2 3 5 1 57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business. Customer & Prospect Database Source: Transact Media Group 25
    • 23. Integrate Email Marketing and Social Media Marketing Make social mediaMake a Join My Mailing buttons a consistentList available on all part of all media platforms. 26
    • 24. Make it easy for people to SHARE 27
    • 25. Collecting Information andPermission Include your logo and brand identity Describe your email content and how often you’ll be sending Ask about your customers’ interests C o n s i d e r a s k i n g f o r to stay relevant y o a u u d r i e n c e ’ s p r e f e r r e d Ask for additional s o c i a l n e t w o r k . contact information when necessary 28
    • 26. Sending a Welcome Email Include your logo and brand identity Personalize your message Reinforce permission and ability to change preferences 29
    • 27. Using a Permission Reminder 31
    • 28. List Building and PermissionChecklistAsk yourself as you build your list… Are you collecting contact information at every customer touch point, including social media? Are you asking for permission as well as contact information? Are you clearly describing your email frequency and content? Are you sending a welcome email or a confirmation email, especially to those who have joined your list via social media? Are you using permission and subscription reminders to stay current? 33
    • 30. Section2 INFORMCreating Valuable Email Content Determining what is valuable to your audience Choosing an effective email format Deciding what day and time to send
    • 31. Content Has to Meet YourObjectives “I want to…”  Promote  Motivate purchases  Increase event attendance  Inform  Inform potential customers  Differentiate my business  Relate  Increase loyalty  Encourage more referrals 36
    • 32. Content Has to Have Valueto Your Audience Promotional Email Discounts, coupons, offers, incentives. Relational Email Savings Special privileges, acknowledgement Knowledge Quality Informative Email Advice, research, facts, opinions, tips 38
    • 33. Coming Up With ValuableEmail and Social Content Share your expertise Use facts & testimonials Give guidance & directions Offer discounts & coupons Exclusivity & VIP status Hold contests & giveaways* Acknowledge your audience* Check applicable regulationsbefore deciding to hold acontest or giveaway 39
    • 34. Keeping Email Content Concise Host large bodies of content… Come with Parker Travel Adventure  On your website Group and meet fellow travel enthusiasts near you. Join us for our annual rafting trip August 23 _ 26,  In a PDF document starting at the base of Glen Canyon. There are still six spaces available for anyone interested in joining the group.  In a longer archived version Complete package start $399 with flights from New York and Boston. Email only essential information  Use bullets or summaries  Link directly to the information  Give instructions if necessary Repurpose content sound bytes for Social Media  Drive social content back to Email Archive or Website 40
    • 35. Content is not limited to words.
    • 36. Content is not limited to words.Your organization has a story to tell.
    • 37. Content is a critical new skillyou NEED to learn, to thrive in the new economy.
    • 38. 7 Habits for Consistent Writing(Email or Social Media)
    • 39. 7 Habits for Consistent Writing(Email or Social Media) 1. Everything is content
    • 40. 7 Habits for Consistent Writing(Email or Social Media) 1. Everything is content 2. Be consistent
    • 41. 7 Habits for Consistent Writing(Email or Social Media) 1. Everything is content 2. Be consistent 3. Organize ahead of time
    • 42. 7 Habits for Consistent Writing(Email or Social Media) 1. Everything is content 2. Be consistent 3. Organize ahead of time 4. Keep the post alive all month
    • 43. 7 Habits for Consistent Writing(Email or Social Media) 1. Everything is content 2. Be consistent 3. Organize ahead of time 4. Keep the post alive all month 5. React appropriately
    • 44. 7 Habits for Consistent Writing(Email or Social Media) 1. Everything is content 2. Be consistent 3. Organize ahead of time 4. Keep the post alive all month 5. React appropriately 6. Plan to be spontaneous
    • 45. 7 Habits for Consistent Writing(Email or Social Media) 1. Everything is content 2. Be consistent 3. Organize ahead of time 4. Keep the post alive all month 5. React appropriately 6. Plan to be spontaneous 7. Don’t be afraid
    • 46. The world is ruled by content. Big or small.
    • 47. Determine Appropriate Format Newsletters  Frequency: Regular i.e. monthly / weekly  Lots of educational content (typically non-promotional)  Use bullets, summarize information, be concise Promotions / Invitations / Surveys  Frequency: Depends on your business and sales cycle  Focus on promotion / limited content  Use content to invite click-through or other action Announcements  Frequency: Event-driven  Press releases, holiday greetings, thank you cards…  Use content to build deeper relationships 53
    • 48. Mobile Email 54
    • 49. Customer Spotlight: BoardWalk Consulting LLCList Size: 3,600Open Rate: 35.5%Location: Atlanta, GACustomer Since: April, 2004Website:  Sends mostly-monthly newsletter, smorgasBoard, and special announcements.  Mines campaign reports for topics of most interest, based on click-through data.  Sees dramatic increase in web site traffic after each campaign.  Readership and downloading of articles on web site has more than doubled in past year, and business has grown 71%. “Whenever we hit „send‟ on a campaign, the phone rings.” Sam Pettway, founding director
    • 50. Definition: OPEN RATE  The email open rate is a measure primarily used by marketers as an indication of how many people "view" or "open" the commercial electronic mail they send out.  Open rates are typically measured using an HTML <img> tag embedded in outgoing emails, calling for a small, transparent tracking image. When the client or browser used to display the email requests that image, then an "open" is recorded for that email by the images host server.  The open rate for an email sent to multiple recipients is then most often calculated as the total number of "opened" emails, expressed as a percentage of the total number of emails sent or -- more usually -- delivered. The number delivered is itself measured as the number of emails sent out minus the number of bounces generated by those emails.
    • 51. Branding Emails Consistently Use different formats and similar designs…  Include your logo  Use consistent colors  Use meaningful graphics  Avoid drastic changes 59
    • 52. Calling Your Audience to Action Calls to Action include…  Links to click on  Information to print out  Phone numbers to call  Instructions for reading the email  Instructions for saving the email Describe the immediate benefits…  What’s in it for your audience?  Why should they do it now? 60
    • 53. Frequency & Delivery Time How often to send  Create a master schedule – be consistent!  Include frequency in online sign-up “Monthly Newsletter”  Keep content concise and relevant to planned frequency  Invest time to repurpose content on social channels When to send  When is your audience most likely to read it?  Day of week (Tuesday & Wednesday) Get the maximum  Time of day (10am to 3pm) Impact with  Test for timing Minimum intrusion.  Divide your list into equal parts  Send at different times and compare results  Re-stimulate social conversations: repost, retweet 61
    • 54. Email Content ChecklistAsk yourself as you create content… Are you trying to promote, inform, or relate? What is your audience interested in? Is your email format branded and supportive of your message? Is your email concise and does it include a strong call to action? Does your content match your frequency and timing? Are you consistently repurposing valuable content on social channels and investing time to engage and respond? 62
    • 55. Getting Email Opened The “From” line – Do I know you?  Use a name your audience recognizes  Include your organization Matt Long name or brand Joe Hahn Nancy Feldman  Refer to your business in the same way your audience does  Be consistent 60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick 66
    • 56. Create a Great Subject Line The “Subject” line – do I care?  Keep it short and simple  30-40 characters including spaces (5-8 words)  Incorporate the immediate benefit Matt Long of opening the email Joe Hahn  Capitalize and punctuate carefully Nancy Feldman  Avoid copying the techniques inherent in spam emails X Email messages that mention 30% of consumers say the Emails with shorter Facebook in the Subject Line “subject" line most often subject lines significantly will have a 32% higher open determines whether they outperformed emails with rate than those that don’t. open an email or delete it. longer subject lines. -Worldata, 2011 Source: DoubleClick - MailerMailer 68
    • 57. Create a Great Subject Line The longer the length (in characters) of a B2C email subject line, the higher its open, click, and click-to-open rates, finds Adestra in a July 2012 study of 932 million emails from more than 40,000 campaigns across 6 sectors, sent over a 6-month period. 69
    • 58. Avoiding “Spam-speak” The words: free, guarantee, spam, credit card etc. ALL CAPITAL LETTERS Excessive punctuation !!!, ??? Excessive use of “click here” $$, and other symbols No “From:” address SPAM Misleading subject lines Example: Typical spam “From” and “Subject” lines 70
    • 59. Measuring Effectiveness:The Swinery The Swinery is a specialty butcher shop in Seattle They sent an email newsletter to 3,765 subscribers Received 816 opens (22%) But it was viewed an additional 485 times & ”liked” by 181 readers Represents a 60% increase in reach
    • 60. Email Delivery ChecklistAsk yourself before you send your message… Are your images working together with text to identify your email? Are you avoiding spam-like content in your emails? Is your Email Service Provider authenticating your email? Is your From line familiar and are you using a familiar email address? Does your Subject line include the immediate benefits of your email? Have you extended the reach of your email by making it sharable?Copyright © 2011 Constant Contact, Inc. 74
    • 62. Section3 GROWIncreasing Email Click-Throughand Response Rates Tracking and improving email delivery Increasing opens, clicks, and forwards Reducing unsubscribe requests
    • 63. Tracking and ReportingEmail ClientConstant Contact Reporting PageCopyright © 2011 Constant Contact, Inc. 77
    • 64. Measure Increases in OverallReach Social Stats shows “Shares” and “Likes” for Shared Email Campaigns 78
    • 65. Deal with Bounced &Blocked Email Non-existent address  Check for obvious misspellings Bounce Management  Try to obtain a new address Undeliverable/mailbox full/ email blocked  Try re-sending later  Correct temporary issues  Obtain a new address if a recurring issue is present 79
    • 66. Analyze “Open” RatesUse open tracking to spot trends Open rates trending down  Fewer subscribers are enabling images  Fewer subscribers are clicking links Steady open rates  Assume email is being received  Check your ESP’s average delivery rate Reporting PageCopyright © 2011 Constant Contact, Inc. 80
    • 67. Capitalize on Click-ThroughsUse click tracking to determine: Audience interests  Clicks tell you what topics were interesting  Save clickers in an interest list for targeted follow up Goal achievement  Use links to drive traffic toward conversion  Compare clicks to conversions and improve Reporting PageCopyright © 2011 Constant Contact, Inc. 81
    • 68. Understand Unsubscribe Requests An unsubscribe request happens when your subscriber no longer wants to receive your emails  Offer your subscribers permanent list removal  Best practice is automatic removal with an unsubscribe link 83
    • 69. Reduce Unsubscribe Requests Why do people unsubscribe?  Over-communication  Irrelevant content  Poor targeting Enable your audience to leave comments when unsubscribing from your list  Take action on feedback 84
    • 70. Email Tracking and ResponseChecklistAsk yourself after you send… Are there any bounced or blocked emails that require attention? Is your open rate trending upward or downward? Are you measuring your increase in overall reach, including social networks? Did your audience take action on your email by clicking through or forwarding your email? What were they interested in? Are you encouraging online reviews by these customers? Did anyone unsubscribe from your list? Did they give you actionable feedback? Did you identify any areas for improvement so your next email is more targeted and more effective? 85
    • 71. Use NutshellMail to Engage,on Your Time Track your Page Insights Sign up for a Free NutshellMail Account. Read Fan comments Reply from your Inbox 86
    • 72. Constant Contact® - A Complete Offering! Social Campaigns 87
    • 73. The Next Opportunity… Are you “Local”? Local Internet Marketing Local Directories | Reputation Management | Online Reviews | MORE… Thursday November 15th 9am-11:00am @ Aurora Cineplex
    • 74. We’d love to help you…
    • 75. • Content Creation and Strategy• Managed Marketing Services• Social Media Marketing and Networking• Email Marketing• Search Engine Optimization• Content Optimization and Website work• Search Engine Marketing
    • 76. Q&
    • 77.
    • 78. Thank You for attending! Howard Flint Local “Expert” Ghost Partner – Content Creation and Managed Marketing 404-537-2166 xt. 2 @GhostPartner Insight Provided by KnowHow 94 Visit:
    • 79. The Next Opportunity… Are you “Local”? Local Internet Marketing Local Directories | Reputation Management | Online Reviews | MORE… Thursday November 15th 9am-11:00am @ Aurora Cineplex