8 Keys to Email Marketing


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Instructed by Elyse Tager.

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  • 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.
  • 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.
  • 8 Keys to Email Marketing

    1. 1. 8 Keys to Email Marketing Elyse Tager Regional Development Director Constant Contact
    2. 2. About Me . Elyse Tager Regional Development Director Silicon Valley/San Francisco etager@constantcontact.com Twitter: @elysetager Facebook: Constant Contact/Elyse Tager LinkedIn: http://www.linkedin.com/in/elysetager Seminar Calendar http://www.constantcontact.com/local/sfbayarea/index.jsp
    3. 3. Want to Really Build your Business? Email marketing has been around for awhile, and is important for your business. But email marketing combined with social media will give you greater reach, more engagement and do the best job of increasing number of customers and sales
    4. 4. Agenda • • • • • • • • Build Your List with Permission Set Objectives Format & Frequency Get Your Emails Opened Create Compelling Content Track Your Results Segment Your List Email + Social = Success
    5. 5. Today You Will Learn • Best practices for creating email communications that are effective, compelling, responsive and will drive your business forward.
    6. 6. Constant Contact Social Campaigns Event Marketing Email Marketing Online Survey Engagement Marketing tools • Engagement Marketing tools • Online Marketing solutions for over 500K SMBs, Non-Profits, Associations • Unrivaled KnowHow, education, and free coaching with a personal touch • Award-winning customer support. Copyright © 2011 Constant Contact, Inc.
    7. 7. Email Marketing Is… – Delivering professional email communications – To an interested audience – Containing information they find valuable Copyright © 2011 Constant Contact, Inc. 8
    8. 8. 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 Copyright © 2011 Constant Contact, Inc. 3 4 5 6 7 9
    9. 9. 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. Flowtown, 2012 2. Bain and Company Copyright © 2011 Constant Contact, Inc. 10
    10. 10. 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 Copyright © 2011 Constant Contact, Inc. 11
    11. 11. Key # 1 Build Your List With Permission Copyright © 2011 Constant Contact, Inc.
    12. 12. Build Your List Where You Connect Incoming or Outgoing Calls Events and Meetings Email Signature Place of Business Guest Book 4 K Smitheen 2 Online Presence 5 3 1 Customer & Prospect Database Copyright © 2011 Constant Contact, Inc. 57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business. Source: Transact Media Group 13
    13. 13. Types of Permission Types of permission Explicit: Opt in from your website or storefront ■ “Join our mailing list” ■ Single vs. Double Opt-in Implicit: Requests for information / registration forms, existing customer relationship Note: Always make sure to ask for permission when collecting information
    14. 14. Key # 2 Set Your Objectives
    15. 15. Content Has to Meet Your Objectives • “I want to…” – Promote • Motivate purchases • Increase event attendance – Inform • Inform potential customers • Differentiate my business – Relate • Increase loyalty • Encourage more referrals 16
    16. 16. Key # 3 Choose the Appropriate Format & Frequency
    17. 17. 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 18
    18. 18. 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) • Time of day (10am to 3pm) – Test for timing • Divide your list into equal parts • Send at different times and compare results Get the maximum Impact with Minimum intrusion. – Re-stimulate social conversations: repost, retweet 19
    19. 19. Key # 4 Get Your Emails Opened
    20. 20. Getting 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 Matt Long Lynn.Mann@AOL.com Joe Hahn Nancy Feldman • Be consistent 60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick 21
    21. 21. 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 Matt Long Lynn.Mann@AOL.com Joe Hahn – Capitalize and punctuate carefully Nancy Feldman – Avoid copying the techniques inherent in spam emails Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t. 30% of consumers say the “subject" line most often determines whether they open an email or delete it. Emails with shorter subject lines significantly outperformed emails with longer subject lines. -Worldata, 2012 Source: DoubleClick - MailerMailer 22
    22. 22. 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 Copyright © 2011 Constant Contact, Inc. 23
    23. 23. Key # 5 Create Compelling Content
    24. 24. Coming Up With Valuable Email 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 regulations before deciding to hold a contest or giveaway 25
    25. 25. 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? 26
    26. 26. Key # 6 Track Your Results
    27. 27. 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 rate Reporting Page 28
    28. 28. Capitalize on Click-Throughs 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 improve Reporting Page Copyright © 2011 Constant Contact, Inc. 29
    29. 29. Measure Increases in Overall Reach Social Stats shows “Shares” and “Likes” for Shared Email Campaigns 30
    30. 30. Key # 7 Segment Your List
    31. 31. Collecting Information and Permission  Include your logo and brand identity  Describe your email content and how often you’ll be sending  Ask about your customers’ interests to stay relevant  Ask for additional contact information when necessary C o a s y o a u p r s o n e n k u d e c t s i r i f i w i n d g e r f o e n c e ’ e r r e d a l o r k . r s 32
    32. 32. Key # 8 Email + Social = Success Copyright © 2011 Constant Contact, Inc.
    33. 33. Email + Social = Success Make a Join My Mailing List available on all social media platforms. Make social media buttons a consistent part of all emails. 34
    34. 34. Move the Needle Build/consolidate your email list Set up 1, 2 or 3 templates and leave them alone Map out an email communication calendar for the next 3 months, (or more!) Nothing happens unless you hit “send” Move The Needle
    35. 35. 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 36
    36. 36. Move The Needle
    37. 37. Key Takeaways • Build your list with permission – quality is more important than quantity • Set objectives for your business • Create compelling and valuable content • Track your results and read your reports • Email + Social = Success, you can’t have one without the other
    38. 38. Thank You www.onlinemarketinginstitute.org