Email Marketing for Holistic Business


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Facilitated by Anna Maria Soriano of Constant Contact and Lisa Almeida, Certified Marketing Coach and Executive Director of

Topics covered include email marketing best practices, strategy tips for holistic business owners and the specific tools of Constant Contact and their value for relationship building in holistic business.

Published in: Business, Technology
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Email Marketing for Holistic Business

  1. 1. The Power of Email Marketing for Holistic Business Connect. Inform. Grow. Presented by Constant Contact & My Holistic Village For an audio accompaniment Click HereCopyright © 2008 Constant Contact Inc.
  2. 2. Email Marketing Best Practices Connect | Inform | Grow ■ Connecting to build customer relationships ■ Informing people who will buy in to your message ■ Growing your business with targeted marketingCopyright © 2008 Constant Contact, Inc. 2
  3. 3. What You Will Learn Today How to easily create an email marketing strategy through 3 easy steps: ■ Build Your List of customers and prospects o Add sign ups to your emails and social networking sites ■ Create Great Content that has value o Identify topics via social media, surveys, direct feedback ■ Review Campaigns regularly for maximum effect o Measure & manage using reportingCopyright © 2008 Constant Contact, Inc. 3
  4. 4. Why Do We “Market”? More…  Customers We Want More!  Clients  Volunteers  Donors / Members  Brand Awareness  Sales  Website Traffic  Time in the day!CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. 4
  5. 5. Marketing Today = Building RelationshipsCopyright © 2008 Constant Contact, Inc. 5
  6. 6. Five Types of People Raving Customers Prospects Suspects Fans DisinterestedCopyright © 2008 Constant Contact, Inc. 6
  7. 7. Acquiring Customers Takes Effort Time… Money… Energy… Effort On average, it takes 7 touches for a sale to occur. ■ Some buy right away ■ Others research and try ■ Some show interest but don’t trust you yet Challenges? Education & DifferentiationCopyright © 2008 Constant Contact, Inc. 7
  8. 8. 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 2 Sources: 1. Harvard Business Review 2. Bain and Company, 2002Copyright © 2008 Constant Contact, Inc. 8
  9. 9. Why Email? Because almost everyone your business needs to reach reads it: ■ More than 90% of Internet users between 18 and 72 said they send and receive email, making it the top online activity¹ ■ If email was a country, its 1.4 billion users would make it the largest in the world. Bigger than China, bigger than the populations of the USA and European Union combined²ources: Pew Internet & American Life Project, 2009 Email Marketing Reports, 2009 Copyright © 2008 Constant Contact, Inc. 9
  10. 10. 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 2 1 Forrester Research, Inc. 2 Direct Marketing AssociationCopyright © 2008 Constant Contact, Inc. 10
  11. 11. Email Marketing Is Not… Junk email Unsolicited and unwanted email Email from an unknown sender Dubious opt-out (if any)Copyright © 2008 Constant Contact, Inc. 11
  12. 12. Email Marketing Is… ■ Delivering professional messages ■ To an interested audience who have asked to receive your emails ■ Containing information they find valuableCopyright © 2008 Constant Contact, Inc. 12
  13. 13. Build Trust with 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 ■ Including physical address ■ Providing opt-out ■ Gaining Permission ■ Do they know me? ■ Do they care? ■ Utilizing Professional ServicesCopyright © 2008 Constant Contact, Inc. 13
  14. 14. Regular Email vs. Email Service Provider Email marketing services automate Standard Email Programs best practices (e.g. Outlook, Gmail, Yahoo) ■ E as y-to-u s e te m p late s ■ Lim ite d # of e m ails s e nt at re inforce b rand id e ntity one tim e ■ E m ail ad d re s s e d to re cip ie nt ■ N o form atting control only – no ris k of p rivacy ■ Lis t b re ak u p m ore infringe m e nt s u s ce p tib le to filte rs ■ E as y lis t m anage m e nt – ■ N o coh e s ive b rand ing s u b s crib e rs , b ou nce s & ■ N o tracking and re p orting of u ns u b s crib e s e m ail re s u lts ■ Im p rove d d e live ry ■ R is k of b e ing b lacklis te d ■ track re s u lts – op e n & click th rou gh ■ ob e y th e lawCopyright © 2008 Constant Contact, Inc. 14
  15. 15. Email Basics Checklist Ask yourself before you begin email marketing… ■ Do repeat and referral customers help your business? ■ Is your audience interested in your message? Is it valuable to them? ■ Do you have a plan for communicating on a regular basis? ■ Do your messages look professional and reflect your brand? ■ Are you using an Email Service Provider with the flexibility to support your current and future online marketing needs?Copyright © 2008 Constant Contact, Inc. 15
  16. 16. Building Your List Incoming or Events Email Place of Business Online Outgoing Calls and Meetings Signature Guest Book Presence Guests 4 2 3 5 157% of consumers will fill out acard to receive email alertswhen asked to by a clerk at alocal small business. Customer & Prospect DatabaseSource: Transact Media Group
  17. 17. List Building and Permission Checklist Ask yourself as you build your list… ■ Are you collecting contact information at every customer touch point? ■ 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? ■ Are you using permission and subscription reminders to stay current?Copyright © 2008 Constant Contact, Inc. 17
  18. 18. Valuable Content = Value to Your Reader Promotional Relational Email Email Discounts, Savings Special privileges, coupons, offers, acknowledgement incentives. Knowledge Quality Informative Email Advice, research, facts, opinions, tipsCopyright © 2008 Constant Contact, Inc. 18
  19. 19. Vary Your Content Offerings ■ Share your expertise ■ Share other people’s expertise ■ Use facts & testimonials ■ Give guidance & directions ■ Give tips & advice ■ Entertain ■ Offer discounts & coupons ■ Exclusivity & VIP status ■ Hold contests & giveaways* ■ Acknowledge your audience * Check applicable regulations before deciding to hold a contest or giveawayCopyright © 2008 Constant Contact, Inc. 19
  20. 20. Keep Email Content Concise Host large bodies of content… ■ On your website ■ In a PDF document ■ In a longer archived version* Email only essential information ■ Use bullets or summaries ■ Link directly to the information ■ Give instructions if necessary *Yes! We’ve added document hosting!Copyright © 2008 Constant Contact, Inc. 20
  21. 21. Call 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?Copyright © 2008 Constant Contact, Inc. 21
  22. 22. Frequency & Delivery Time How often to send ■ Create a master schedule ■ Include frequency in online sign-up “Monthly Newsletter” ■ Keep content concise and relevant to planned frequency When to send ■ When is your audience most likely to read it? ■ Day of week (Tuesday & Wednesday) ■ Time of day (10am to 3pm) ■ Test for timing ■ Divide your list into equal parts ■ Send at different times and compare results Maximum impact with minimum intrusionCopyright © 2008 Constant Contact, Inc. 22
  23. 23. Email Content Checklist Ask 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?Copyright © 2008 Constant Contact, Inc. 23
  24. 24. Get Your Email Opened The “From” line – Do I know you? Use a name your audience recognizes ■ Include your organization name or brand ■ Refer to your business in the same way your audience does ■ Be consistent 60% of consumers say the "from" address most often determines whether they open an email or delete it. Source: DoubleClickCopyright © 2008 Constant Contact, Inc. 24
  25. 25. 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 of opening the email ■ Capitalize and punctuate carefully ■ Avoid copying the techniques inherent in spam emails. 30% of consumers say the Emails with shorter “subject" line most often subject lines significantly determines whether they outperformed emails with open an email or delete it. longer subject lines. S ou rce : D ou b le C lick - MailerMailer (2008)Copyright © 2008 Constant Contact, Inc. 25
  26. 26. Avoid “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 Misleading subject lines Example: Typical spam “From” and “Subject” linesCopyright © 2008 Constant Contact, Inc. 26
  27. 27. Email Delivery Checklist Ask 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?Copyright © 2008 Constant Contact, Inc. 27
  28. 28. Tracking and Reporting + Email ESP Tracking Code InteractionCopyright © 2008 Constant Contact, Inc. 28
  29. 29. Analyze “Open” Rates Use 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 rateCopyright © 2008 Constant Contact, Inc. 29
  30. 30. Capitalize on Click-Through Use 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 improveCopyright © 2008 Constant Contact, Inc. 30
  31. 31. Encourage and Reward Forwarding Use your forward report to… ■ Thank people who forward your emails ■ Learn about the value of your email content Help your audience spread the word. Ask them to forward your email and interested people can subscribe to your listCopyright © 2008 Constant Contact, Inc. 31
  32. 32. Email Tracking and Response Checklist Ask yourself after you send… ■ Are there any bounced or blocked emails that require attention? ■ Is your open rate trending upward or downward? ■ Did your audience take action on your email by clicking through or forwarding your email? What were they interested in? ■ Did anyone unsubscribe from your list? Did they give you feedback? ■ Did you identify any areas for improvement so your next email is more targeted and more effective?Copyright © 2008 Constant Contact, Inc. 32
  33. 33. Email & Social Media Marketing Start with your passionate customers Social Sharing and interesting■ Email Marketing content ■ Help them get to know & trust you ■ Inspire repeat business & deeper engagement ■ Encourage broader relationships through SMM (endorsements, referrals)■ Social Media Marketing ■ New relationships ■ New prospects Targeted ■ Encourage deeper Sharing relationships through EM 33 CONFIDENTIAL Copyright © 2010 Constant Contact, Inc.
  34. 34. HOW do you easily integrate both? Make social mediaMake email list opt-in available inopt-in available all emails on all social media platforms Allow readers to share email content to their social media networks
  35. 35. Link Email to Social Media Campaigns ■Embed videos easily in your email ■Consider your own Youtube channel ■Link to discussion threads on Facebook ■Promote a topic-related hashtag for your Twitter users ■Create excitement for social media offers, coupons, via emailCopyright © 2008 Constant Contact, Inc. 35
  36. 36. What next? Just getting started? ■ Take advantage of the special Website Match Offer ($99 value) ■ Start building your list ■ Create and send your first email Ready to learn more? ■ Sign up for the next Heartrepreneur’s Hearth to learn how to learn how to get more “Likes”, more “shares” and more business with Constant Contact Social Campaigns ■ Watch Your email and the Marketplace for details. ConstantContact.comCopyright © 2008 Constant Contact, Inc. 36
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