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Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner
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Kids Skate Free: Constant Contact pres by Howard Flint of Ghost Partner

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Here is my PowerPoint presentation from the Dec 4th event at the Kids Skate Free conference in Atlanta, GA.

Here is my PowerPoint presentation from the Dec 4th event at the Kids Skate Free conference in Atlanta, GA.

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  • 1. Contact Information Howard Flint Local “Expert” Ghost Partner – Content Creation and Managed Marketing Howard@GhostPartner.com 404-537-2166 xt. 2 Facebook.com/GhostPartner LinkedIn.com/in/GhostPartner @GhostPartner Insight Provided by KnowHow 2 Visit: www.constantcontact.com/learning-center
  • 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 GhostPartner.com 3
  • 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 GhostPartner.com 4
  • 4. Why Engage?Q. Where will the majority of next month’s business come from?A. Existing customers GhostPartner.com 5
  • 5. Why Engage?Q. What is your best source for new business?A. Existing customers Engagement Marketing is using technology to make “it” happen GhostPartner.com 6
  • 6. New tools have changed the game Traditional Engagement Marketing Marketing FIND MORE“Flip The Funnel: Retention is the New Acquisition” - Joe Jaffe (@jaffejuice) 7
  • 7. 3 Steps to Building Relationships Email marketing  Trusting relationships  Early relationships  Encourage broader relationships through SMM Customers Friends Social media marketing  New relationships  New prospects Followers  Encourage deeper relationships through EM Friends Yo u 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. 8
  • 8. Marketing Today = BuildingRelationships GhostPartner.com
  • 9. Five Types of PeopleRaving Fans Customers Prospects Suspects Disinterested GhostPartner.com 10
  • 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 GhostPartner.com 11
  • 11. Keep Customers Coming Back The value of a customer  You’ve already paid for them  It’s 6-7 times more expensive to gain a customer than to retain a customer 1  They spend more  Repeat customers spend 67 percent more 2  They are your referral engine  After 10 purchases, a customer has already referred up to 7 people 2Sources:1. Flowtown, 20102. Bain and CompanyCopyright © 2011 Constant Contact, Inc. 12
  • 12. 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. 13
  • 13. 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 GhostPartner.com 14
  • 14. Email Marketing Is Not… Junk email Unsolicited and unwanted email SPAM Email from an unknown sender Dubious opt-out (if any) GhostPartner.com 15
  • 15. Email Marketing Is… Delivering professional email communications To an interested audience Containing information they find valuable GhostPartner.com 16
  • 16. 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 GhostPartner.com 17
  • 17. 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 GhostPartner.com 18
  • 18. 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 GhostPartner.com 19
  • 19. 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? GhostPartner.com 20
  • 20. Section1 CONNECT Building a Quality Email List  The benefits of permission- based marketing  Building a valuable contact list  Keeping your list current GhostPartner.com
  • 21. Consumers Define Spam GhostPartner.com 22
  • 22. Consumers Define Spam GhostPartner.com 23
  • 23. Build Your List Where YouConnect siness Incoming or Events Email Plac e of Bu k OnlineOutgoing Calls and Meetings Signature Bo o Presence Guest s uest G4 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 GhostPartner.com 24
  • 24. Integrate Email Marketing and Social Media Marketing Make social mediaMake a Join My Mailing buttons a consistentList available on all part of all emails.social media platforms. GhostPartner.com 25
  • 25. Make it easy for people to SHARE GhostPartner.com 26
  • 26. 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 Consider asking for your audience’s preferred to stay relevant social network. Ask for additional contact information when necessary GhostPartner.com 27
  • 27. Sending a Welcome Email Include your logo and brand identity Personalize your message Reinforce permission and ability to change preferences GhostPartner.com 28
  • 28. Sending a Welcome Email Include your logo and brand identity Ask for explicit Response Necessary to Complete Subscription confirmation Include a confirmation link GhostPartner.com 29
  • 29. Using a Permission Reminder GhostPartner.com 30
  • 30. Keeping Your List Current Include your logo and brand identity Provide a link so subscribers can update contact info Ask for feedback Include links to your social sites GhostPartner.com 31
  • 31. 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? GhostPartner.com 32
  • 32. Section2 INFORMCreating Valuable Email Content Determining what is valuable to your audience Choosing an effective email format Deciding what day and time to send GhostPartner.com
  • 33. 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 stt #Em EmaiillGho s a Gh o 34
  • 34. Create a ScheduleCopyright © 2010 Constant Contact, Inc. 35
  • 35. 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 GhostPartner.com 36
  • 36. 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 GhostPartner.com 37
  • 37. 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 GhostPartner.com 38
  • 38. Howard’s Content Rules, #23 Content is not limited to words. GhostPartner.com
  • 39. les, #23 & #24Ho ward’s Content Ru Content is not limited to words. Your organization has a story to tell. GhostPartner.com
  • 40. Howard’s Content Rules, #17 Content is a critical new skill you NEED to learn, to thrive in the new economy. GhostPartner.com
  • 41. 7 Habits for Consistent Writing(Email or Social Media)
  • 42. 7 Habits for Consistent Writing(Email or Social Media) 1. Everything is content
  • 43. 7 Habits for Consistent Writing(Email or Social Media) 1. Everything is content 2. Be consistent
  • 44. 7 Habits for Consistent Writing(Email or Social Media) 1. Everything is content 2. Be consistent 3. Organize ahead of time
  • 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#EmailGhostt EmailGhos
  • 46. 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
  • 47. 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
  • 48. 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
  • 49. The world is ruled by content. Big or small. GhostPartner.com
  • 50. 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 GhostPartner.com 51
  • 51. Mobile Email#EmailGhostt EmailGhos 52
  • 52. Brand ConsistencyCustomer Spotlight: The Parks Image Group, Inc.List Size: 1337Open Rate: 37.2%Location: Atlanta, GACustomer Since: April 2006Website: www.TheParksImageGroup.com  Articles on topics related to the current season and related products of interest  Tips on current fashion trends  Etiquette tips & Book suggestions  Tips and articles for Men  Green Corner  Blog Post  Consistent branding GhostPartner.com Copyright © 2010 Constant Contact, Inc.
  • 53. Customer Spotlight: BrumarkList Size: 8,554Open Rate: 29.2%Location: Marietta, GACustomer Since: January 2006Website: www.brumark.com  Communications to clients are consistent in look and feel  HTML email helps illustrate the breadth and depth of Brumark’s product offerings  Mailings contribute to an active website: 15,000 hits a month  Constant Contact helps keep an eye on the bottom line: Analytics help drive better open rates and track customers. “Constant Contact is a very important part of our marketing mix. It’s a very effective means to communicate.” Dave Walens, president GhostPartner.com
  • 54. Customer Spotlight: BoardWalk Consulting LLCList Size: 3,600Open Rate: 35.5%Location: Atlanta, GACustomer Since: April, 2004Website: www.boardwalkconsulting.com  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 GhostPartner.com
  • 55. 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. GhostPartner.com
  • 56. Branding Emails Consistently Use different formats and similar designs…  Include your logo  Use consistent colors  Use meaningful graphics  Avoid drastic changes GhostPartner.com 57
  • 57. 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? GhostPartner.com 58
  • 58. 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 GhostPartner.com 59
  • 59. 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? GhostPartner.com 60
  • 60. Section2 INFORM Getting Email Delivered and Read  Email filters and other delivery challenges  Creating email from and subject lines  Using technology to deliver your email GhostPartner.com
  • 61. Is Your Email Fabulous or Filtered? ESP Email Authenticated AOL MSN Yaho other ISPs oDeliverability issues:Image blocking Block-listing Filtering & Blocking (Avg 81% delivered –Individual filters Friends-listing CTCT 97%**)Bouncing ReputationChallenge responses Sender authentication EmailBlocking Spam **Return Path verified GhostPartner.com 62
  • 62. Getting Email Opened: Two KeyElements “Subject” line and “From” line Show of hands… which of the two is the most important? Copyright © 2010 Constant63 Contact, Inc.
  • 63. Getting Email Opened The “From” line – Do I know you?  Use a name your audience recognizes  Include your organization Matt Long name or brand Lynn.Mann@AOL.com 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 GhostPartner.com 64
  • 64. Match “From” Line and“From” Email Address The “From” line – use a familiar email address Some email programs display From name + email Some email programs display only From email Jeffsmall@aol.com Katejohnsonl@verizon,net GhostPartner.com 65
  • 65. 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 Lynn.Mann@AOL.com Joe Hahn Nancy Feldman  Capitalize and punctuate carefully  Avoid copying the techniques inherent in spam emails X Email messages that mention 30% of consumers say Emails with shorter Facebook in the Subject Line the “subject" line most subject lines significantly will have a 32% higher open often determines whether outperformed emails rate than those that don’t. they open an email or with longer subject lines. -Worldata, 2011 delete it. - MailerMailer Source: DoubleClick GhostPartner.com 66
  • 66. 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. GhostPartner.com 67
  • 67. Avoiding “Spam-speak” The words: free, guarantee, spam, credit card etc. ALL CAPITAL LETTERS Excessive punctuation !!!, ??? SPAM Excessive use of “click here” $$, and other symbols No “From:” address Misleading subject lines Example: Typical spam “From” and “Subject” lines GhostPartner.com 68
  • 68. Extend the Reach of Your Email Make your content shareable  Encourage readers to Like and Share your Email across their social networks  Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content  Use a sharebar to collect contacts wherever your email is shared GhostPartner.com 69
  • 69. 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
  • 70. Tweet and Share your Email Tweet a link to your email automatically GhostPartner.com 71
  • 71. 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. 72
  • 72. Section3 GROWIncreasing Email Click-Throughand Response Rates Tracking and improving email delivery Increasing opens, clicks, and forwards Reducing unsubscribe requests GhostPartner.com
  • 73. Tracking and ReportingEmail ClientConstant Contact Reporting PageCopyright © 2011 Constant Contact, Inc. 74
  • 74. Measure Increases in OverallReach Social Stats shows “Shares” and “Likes” for Shared Email Campaigns GhostPartner.com 75
  • 75. 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 GhostPartner.com 76
  • 76. 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. 77
  • 77. 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. 78
  • 78. Encourage and Reward EmailForwards and Online Reviews  Use your forward report to: Forwards  Thank people who forward your emails  Learn about the value of your email content  Encourage online reviews by those who forward your emails  Help your most passionate customers spread the word  Ask them to forward your email and write online reviews GhostPartner.com 79
  • 79. 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 GhostPartner.com 80
  • 80. 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 GhostPartner.com 81
  • 81. 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? GhostPartner.com 82
  • 82. Use NutshellMail to Engage,on Your Time Track your Page Insights Sign up for a Free NutshellMail Account. www.nutshellmail.com Read Fan comments Reply from your Inbox GhostPartner.com 83
  • 83. Constant Contact® - A Complete Offering! Social Campaigns GhostPartner.com 84
  • 84. We’d love to help you… GhostPartner.com
  • 85. • 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 GhostPartner.com
  • 86. Q&A GhostPartner.com#EmailGhost GhostPartner.com
  • 87. GhostPartner.com
  • 88. Thank You for attending! Howard Flint Local “Expert” Ghost Partner – Content Creation and Managed Marketing Howard@GhostPartner.com 404-537-2166 xt. 2 Facebook.com/GhostPartner LinkedIn.com/in/GhostPartner @GhostPartner Insight Provided by KnowHow 89 Visit: www.constantcontact.com/learning-center
  • 89. Take the Next Step FR Email + Social = EE ! Success, Guaranteed. Sign up for a free Email Marketing trial. Satisfaction guaranteed. Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow! Sign up today! Fill out a card at the registration desk or Call toll-free: 866-876-8464 Attend a Free Webinar Get a Social Media Quickstart! Learn more about how social media Get started building connections marketing can help small business and through social media marketing, nonprofits optimize marketing efforts. today! constantcontact.com/learning-center socialquickstarter.com Copyright © 2011 Constant Contact, Inc.

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