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Lisa Kember - The Power of Email Marketing: A Blueprint for Using Email to Build Your Organization


The most powerful online marketing tool is still email – find out why! This session will explore how email can spur donor acquisition, retention and growth. Learn how to leverage your contacts into a …

The most powerful online marketing tool is still email – find out why! This session will explore how email can spur donor acquisition, retention and growth. Learn how to leverage your contacts into a permission-based subscriber list that will help you grow your organization, communicate with your constituents, and get the funding you need. Get past spam filters, get your emails opened, and encourage subscribers to read and take action. Understand the importance of delivering compelling content and comprising engaging subject lines. Know what to measure and how to analyze and use the metrics.

- Knowledge of how to grow a permission based list
- Ideas for compelling content and subject lines
- Ability to understand how to analyze the metrics to continuously improve the results of your email campaigns

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  • 1. A Blueprint for Using Email to Build Your OrganizationCopyright © 2011 Constant Contact, Inc.
  • 2. Contact InformationLisa KemberRegional Development Director | Ontario @LisaKember Upcoming Seminars Insight Provided by KnowHow Visit: © 2011 Constant Contact, Inc. 2
  • 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 strategyCopyright © 2011 Constant Contact, Inc. 3
  • 4. Marketing Today = BuildingRelationships
  • 5. 3 Steps to Building Relationships Email marketing  Trusting relationships  Early relationships  Encourage broader relationships through SMM Donors & Friends Volunteers Social media marketing  New relationships  New volunteers, donors & constituents Followers  Encourage deeper relationships through EM Friends You Constituents Followers Step 1: Step 2: Step 3: Great customer Connections that enable Content that engages experience ongoing dialog and spreads Copyright © 2011 Constant Contact, Inc. 5
  • 6. Why Email? Because almost everyone you need 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 siteSources: Pew Internet andAmerican Life Project 2010Copyright © 2011 Constant Contact, Inc. 6
  • 7. Why Email? It works.  72% of marketers say email delivers excellent ROI. Only organic SEO scored better. 1  Almost 40% of small business owners rate email marketing among their top advertising method. 2  For every $1 spent on email marketing, it returns $43.62. 3  Email is ranked the 2nd best way to generate conversions, just behind SEO. 4Sources: eConsultance Survey,Merchant Circle Survey, DirectMktg Association, 2011Copyright © 2011 Constant Contact, Inc. 7
  • 8. 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 AssociationCopyright © 2011 Constant Contact, Inc. 8
  • 9. Why Email? Social Media is Increasing Email usage!  People who use social media check email more frequently than those who do not: 42% check their email 4x/day or more  75% of daily social media users said email is the best way to communicate  49% of Twitter users said they made an online purchase because of an email, compared to 33% of all email users  38% of people have still not embraced social networking sites – so the need to focus on email marketing is still as important as everSources:Merkle, Feb2011eConsultancy, July 2010Copyright © 2011 Constant Contact, Inc. 9
  • 10. Email Marketing Is Not… Junk email Unsolicited and unwanted email SPAM Email from an unknown sender Dubious opt-out (if any)Copyright © 2011 Constant Contact, Inc. 10
  • 11. Email Marketing Is… Delivering professional email communications To an interested audience Containing information they find valuableCopyright © 2011 Constant Contact, Inc. 11
  • 12. 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 legislation Gaining permission  Do they know me?  Do they care? Utilizing professional servicesCopyright © 2011 Constant Contact, Inc. 12
  • 13. 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 resultsCopyright © 2011 Constant Contact, Inc. 13
  • 14. 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 lawCopyright © 2011 Constant Contact, Inc. 14
  • 15. Consumers Define SpamCopyright © 2011 Constant Contact, Inc. 15
  • 16. New Legislation Defines Guidelines Bill C-28/FISA*  Explicit permission  Enable unsubscribe  Valid header info  Recognizable emails / contact names  Contact info – physical address & phone numbers* Fighting Internet & Wireless Spam Act – Bill C-28 Copyright © 2011 Constant Contact, Inc. 16
  • 17. Build Your List Where YouConnect Incoming or Events Email Guest Book or OnlineOutgoing Calls and Meetings Signature Business Card Bowl Presence K Smitheen 4 2 3 5 1 57% of people will fill out a card to receive email alerts when asked. Customer & Prospect Database Source: Transact Media GroupCopyright © 2011 Constant Contact, Inc. 17
  • 18. The Importance of Permission Types of permission:  Explicit: Opt in from your website or fill out a card, etc  “Join our mailing list”  Single vs. Double Opt-in  Implicit: Requests for information or existing relationship Note: Always ask for permission when collecting informationCopyright © 2011 Constant Contact, Inc. 18
  • 19. Integrate Email Marketing andSocial Media Marketing Make social media buttons a consistentMake a Join My Mailing part of all emails.List available on allsocial media platforms.Copyright © 2011 Constant Contact, Inc. 19
  • 20. Copyright © 2011 Constant Contact, Inc. 20
  • 21. Collecting Information andPermission  Include your logo and brand identity  Describe your email content and how often you’ll be sending  Ask about your new subscriber’s interests C o n s i d e r a s k i n g f o r to stay relevant y a o u u d r i e n c e ’ s p r e f e r r e d s o c i a l  Ask for additional n e t w o r k . contact information when necessaryCopyright © 2011 Constant Contact, Inc. 21
  • 22. Sending a Welcome Email Include your logo and brand identity Personalize your message Reinforce permission and ability to change preferencesCopyright © 2011 Constant Contact, Inc. 22
  • 23. Using a Permission ReminderCopyright © 2011 Constant Contact, Inc. 23
  • 24. Section2 INFORMCreating Valuable Email Content Determining what is valuable to your audience Choosing an effective email format Deciding what day and time to sendCopyright © 2011 Constant Contact, Inc.
  • 25. Coming Up With ValuableEmail and Social Content Stories Facts & statistics Testimonials Polls or surveys Social media comments or conversations Links to blog posts Acknowledge your audience Volunteer recognition & profiles Link to social media accounts Event photos & video clipsCopyright © 2011 Constant Contact, Inc. 25
  • 26. 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 WebsiteCopyright © 2011 Constant Contact, Inc. 26
  • 27. Frequency 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 channelsCopyright © 2011 Constant Contact, Inc. 27
  • 28. Delivery Time When to send  When is your audience most likely to read it?  Day of week (Tuesday & Wednesday)  Time of day (10am to 3pm) Get the maximum  Test for timing Impact with  Divide your list into equal parts Minimum intrusion.  Send at different times and compare results  Re-stimulate social conversations: repost, retweetCopyright © 2011 Constant Contact, Inc. 28
  • 29. Getting Emails Delivered & Read  Email filters and other delivery challenges  Creating email from line and subject linesCopyright © 2011 Constant Contact, Inc. 29
  • 30. Is Your Email Fabulous or Filtered? ESP Email Authenticated Rogers Sympatico Yahoo other ISPsDeliverability 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 Copyright © 2011 Constant Contact, Inc. 30
  • 31. 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: DoubleClickCopyright © 2011 Constant Contact, Inc. 31
  • 32. 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 Katejohnsonl@verizon,netCopyright © 2011 Constant Contact, Inc. 32
  • 33. 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 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 - MailerMailerCopyright © 2011 Constant Contact, Inc. 33
  • 34. 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 sharedCopyright © 2011 Constant Contact, Inc. 34
  • 35. Tweet and Share your Email  Tweet a link to your email automatically35
  • 36. Section3 GROWIncreasing Email Click-Throughand Response Rates Tracking and improving email delivery Increasing opens, clicks, and forwards Reducing unsubscribe requestsCopyright © 2011 Constant Contact, Inc.
  • 37. You will know the impact quickly… Typically more than 75% of email results are realized in the first 48 hours.Copyright © 2011 Constant Contact, Inc. 38
  • 38. Tracking and ReportingEmail ClientConstant Contact Reporting PageCopyright © 2011 Constant Contact, Inc. 39
  • 39. Measure Increases in OverallReach Social Stats shows “Shares” and “Likes” for Shared Email CampaignsCopyright © 2011 Constant Contact, Inc. 40
  • 40. 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 presentCopyright © 2011 Constant Contact, Inc. 41
  • 41. 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. 42
  • 42. 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. 43
  • 43. 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 reviewsCopyright © 2011 Constant Contact, Inc. 44
  • 44. 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 feedbackCopyright © 2011 Constant Contact, Inc. 45
  • 45. Take the Next Step Email Marketing Email MarketingAttend a Seminar 60-Day Trial Live Product TourAttend Getting Started Sign up for a free, Register for: “Constantwith Constant Contact 60-day trial of Constant Contact EmailEmail Marketing Contact Email Marketing Marketing Live Tour”Get a demonstration of Email No risk, no credit card required. Learn more about howMarketing in action. See how Get coaching and support, professional Email Marketingeasy it is to create an email, grow our email lists, access to Newsletters andmanage contacts, track results, over 400+ templates, and Communications can help youas well as send your email, and measure and track results build relationships and growextend its social reach. your Toll-free: 866-876-8464 Copyright © 2011 Constant Contact, Inc. 46
  • 46. Contact InformationLisa KemberRegional Development Director | Ontario @LisaKember Upcoming Seminars Insight Provided by KnowHow Visit: © 2011 Constant Contact, Inc. 47