Copyright © 2012 Constant Contact, Inc.
Hey! That’s me!          Paul Davis, MBA          NextStep Marketing – Charlotte, NC                    pdavis@nx-step.com...
Today’s Presentation and Enter Book Raffle              Receive              email              with PDF of              p...
Definition of Marketing      Know         Like   Trust                              (C) NextStep Marketing LLC
StrategyB4Tactics™                       Know                      Articles, Adds, Referral                        Like   ...
Why Do We “Market”?                               More…                                           Customers              ...
New Tools Have Changed the Shape of  Small Business Marketing                     Tools Used to Market My Business        ...
Let’s Get Perspective    The Stats Are Clear – Social Media Marketing Is Here To Stay!    900+ million Facebook users   ...
What is your best source for new business?                                             Word of mouth                      ...
Traditional Marketing                 CustomersYou                 Prospects
Social Media Marketing                 Customers                             FriendsYou                             Follow...
Social Media is the New Word of Mouth Source: Neilson Global Trust in Advertising Survey                                  ...
IntroductionThree key goal for Email Marketing… 1    Connecting to build      customer relationships 2    Informing people...
Marketing Today = BuildingRelationships
Acquiring Customers Time… Money… Energy… Effort Takes 7 touches, on average, for a sale to occur ■ Some buy right away ■ O...
Why Email?Many prefer and use email:  ■ 91% of Internet users between    18 and 64 send or read email  ■ 65 or older do th...
Why Email?                 It‟s Cost-effective: Direct Mail vs. Email                         ■ For the same response,    ...
Email Marketing Is Not…                                                    Junk email                                     ...
Key Spam Terms To Avoid              • $$$: Filters are trying to catch this one, and this phrase sends up a huge red flag...
Email Marketing Is…■ Delivering professional  email communications■ To an interested audience■ Containing information  the...
Using an Email Service Provider               Email Service Providers automate               best practices               ...
Building Your List                 Build Your List Where You Connect!    Email Signature                         Networkin...
Using a Permission Reminder                                                 23                              Copyright © 20...
Content Has to Meet Your Objectives             “I want to…”                     ■ Promote                               ■...
Calling Your Audience to Action Calls to Action include…  ■ Links to click on  ■ Information to print out  ■ Phone numbers...
Frequency & Delivery Time How often to send  ■   Create a master schedule – be consistent!  ■   Include frequency in onlin...
Getting Email Opened The “From” line – Do I know you?   Use a name your audience    recognizes     ■ Include your organiz...
Create a Great Subject Line The “Subject” line – do I care? ■ Keep it short and simple ■ 30-40 characters including   spac...
Understanding Bounced and Blocked Email              “Hard Bounce”                 ■ Permanent condition                  ...
Deal with Bounced &Blocked Email Non-existent address ■ Check for obvious misspellings ■ Try to obtain a new address      ...
What influences the open rate?  ■ From / Subject line  ■ Delivery day / time  ■ List overuse, age, or quality
Reducing Unsubscribe Requests                 Why do people unsubscribe?                    ■ Over-communication          ...
Paul’s TOP 10 TIPS for Successful Email Marketing                      10. Use an Email Service Provider that allows you t...
Paul’s TOP 10 TIPS for Successful Email Marketing                      5.          Use call to action items and click-thro...
Take the Next Step                                    Email Marketing                    Email MarketingAttend a Seminar  ...
Hey! That’s me!          Paul Davis, MBA          NextStep Marketing – Charlotte, NC                    pdavis@nx-step.com...
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Poem40mins12 2012 update

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Power Of Email Marketing Presentation from NextStep Marketing

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  • Title: The Power of Social Media Marketing – Connect, Inform and GrowBefore I get started – How many of you have used email marketing programs and campaigns in your businesses?How many of you currently use Constant Contact”s Email Marketing Program?
  • A little information about me. My company is NextStep Marketing and it was founded in 2007. I am located in Charlotte, NC> At NextStep we believe “Success Is A Planned Event” Good sales don’t just happen they are a result of strategy. Hence I believe in StrategyB4Tactics. Here is my contact information – ReviewRelax – I am not here to sell you anything – My goal is to provide you with best practices and how to leverage Email Marketing.Final note – Clients often ask me to define marketing. Marketing is finding a client who has a need and building KNOW, LIKE AND TRUST.
  • Everyone markets for the same reason: they want more of something: more customers, more volunteers, more donors and members, but most of all, more time in the day.
  • [Click] New tools have changed the way marketers find new customers. Social marketing tools create an opportunity to both find new customers, but also keep nurturing your relationships with your current customers – those that generate repeat revenue and ultimately grow your bottom line.[RDD Note: Introduce these statistics by asking: “How many people have ever looked at a website like TripAdvisor to see what people are saying about hotel or destination prior to planning a vacation?” Or, “How many people have read through customer testimonials on Amazon.com before buying an item?” ][Click] We have come to a point where only 14% of people trust ads, but 78% of people trust consumer recommendations (Nielson).As you can see from this graph, 96% of small business owners are using Facebook. Likers of content on social media like Facebook and Twitter become your brand ambassadors, endorsing you and building long-lasting positive buzz. You can shape the dialogue by reaching and influencing your next purchaser or donor. Think of Facebook is the new website. Facebook is the most relevant SMM channel to small businesses today, some studies have said it is 2-3x more relevant than Twitter. Your Facebook fan page is evolving to have the same functionality as your website but with the added benefit of two-way conversations with your customers. Source: Constant Contact Fall 2011 Small Business Attitudes & Outlook Survey; n=1972; 30%; B2B = 859, B2C = 1,113. *B to B and B to C were analyzed separately, but combined for market-level analysis; Approximately one-half of all respondents are either a sole proprietor or have 1-4 employees.
  • Lets put it another way. The stats are clear. Social Media Marketing is here to stay.
  • You already know that word of mouth from existing customers is your best source for new business.Word of mouth, your customers talking to their friends and colleagues, is the number one way for you to attract new customers. Social media offers you a new tool to harness social word of mouth to build even stronger relationships, and achieve measurable business results.
  • 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
  • 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
  • The Influencer of Today has Changed: It’s now you or meIt’s Word-of-Mouth in the digital age:It’s easy to share and forward messagesReach more people, quicklyPositive endorsements help your brandNegative feedback can hurt your brandYour Fans and Followers can Become Your Brand Ambassadors, Endorsing You and building long-lasting positive buzz. You can shape the dialogue by reaching and influencing your next purchaser. “How many people have ever looked at a website like TripAdvisor to see what people are saying about a hotel or destination prior to planning a vacation?”
  • THINGS TO CONSIDER WHEN DEALING WITH BOUNCED OR BLOCKED EMAIL. 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.
  • RDDs: please include:Your photoYour email addressYour URLYour social media handle informationFeel free to include/delete those tools you are not actively using.
  • Poem40mins12 2012 update

    1. 1. Copyright © 2012 Constant Contact, Inc.
    2. 2. Hey! That’s me! Paul Davis, MBA NextStep Marketing – Charlotte, NC pdavis@nx-step.com http://www.facebook.com/NextStepMarketingLLC https://twitter.com/#!/NEXTSTEPMKTG http://www.linkedin.com/in/pbdavis Website - www.nx-step.com Insight Provided by KnowHow Visit: www.constantcontact.com/learning- center Copyright © 2012 Constant Contact, Inc. 2
    3. 3. Today’s Presentation and Enter Book Raffle Receive email with PDF of presentation 3
    4. 4. Definition of Marketing Know Like Trust (C) NextStep Marketing LLC
    5. 5. StrategyB4Tactics™ Know Articles, Adds, Referral Like Website, Reception, Newsletter Marketing Kit, Free Trust Strategy Report, Sales Presentation Try Webinars, Plant Tours, Nurturing Service Team, New Buy Customer Welcome Kit, Financing/Delivery Post Project Survey, Repeat Cross Selling, Quarterly Events Result Reviews, Partner Refer Introductions, Peer-to-peer Events © NextStep Marketing – All Rights Reserved
    6. 6. Why Do We “Market”? More…  Customers  Clients We Want More!  Volunteers  Donors/Members  Brand Awareness  Sales Copyright © 2012 Constant Contact, Inc.
    7. 7. New Tools Have Changed the Shape of Small Business Marketing Tools Used to Market My Business Facebook Social Marketing Tools: 96%  Create an opportunity to find Twitter 76% new customers. LinkedIn 62%  Nurture your relationships with current customers. Video Sharing 53%  Generate repeat revenue. Photo Sharing 38%  Grow your bottom line. Review Sites 35%Location-Based Services 25% Find Social Media Tool Effective* Local / Daily deals 24% 86% Facebook 71% Video Sharing MySpace 19% 60% Twitter Source: Constant Contact Fall 2011 Small Business Attitudes & Outlook Survey; 55% LinkedIn n=1972; 30%; B2B = 859, B2C = 1,113. *B to B and B to C were analyzed separately, but combined for market-level analysis; Approximately one-half of all 45% Local / Daily Deals respondents are either a sole proprietor or have 1-4 employees. Copyright © 2012 Constant Contact, Inc.
    8. 8. Let’s Get Perspective The Stats Are Clear – Social Media Marketing Is Here To Stay! 900+ million Facebook users 50% log on daily 250 MM via mobile devices 500 million+ Twitter users 1 BILLION tweets a week / 140 Million per day 250 million+ LinkedIn users
    9. 9. What is your best source for new business? Word of mouth Your customers talking to their friends and colleagues – is the number one way for you to attract new customers Social media marketing is Word of Mouth Marketing!CONFIDENTIAL Copyright © 2012 Constant Contact Inc.
    10. 10. Traditional Marketing CustomersYou Prospects
    11. 11. Social Media Marketing Customers FriendsYou Followers Friends Prospects Followers
    12. 12. Social Media is the New Word of Mouth Source: Neilson Global Trust in Advertising Survey 12 Copyright © 2012 Constant Contact, Inc.
    13. 13. IntroductionThree key goal for Email Marketing… 1 Connecting to build customer relationships 2 Informing people who will buy in to your message and share it with others 3 Growing your business with engagement marketing Copyright © 2012 Constant Contact, Inc. 13
    14. 14. Marketing Today = BuildingRelationships
    15. 15. 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 Copyright © 2012 Constant Contact, Inc. 15
    16. 16. Why Email?Many prefer and use email: ■ 91% of Internet users between 18 and 64 send or read email ■ 65 or older do the same ■ 225 million people across the country use email Source: Email Stat Center
    17. 17. 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 © 2012 Constant Contact, Inc. 17
    18. 18. Email Marketing Is Not… Junk email Unsolicited and unwanted email Email from an unknown sender Dubious opt-out (if any)Copyright © 2012 Constant Contact, Inc. 18
    19. 19. Key Spam Terms To Avoid • $$$: Filters are trying to catch this one, and this phrase sends up a huge red flag. • Work From Home: Spammers know that a work from home job is in high demand during these difficult economic times, making this one of the most typical types of spam. • Business Opportunity: Fake business opportunities are popular in spam so it‟s best to leave this particular phrase out. • Buy Direct: Commonly used to sell counterfeit goods, this term must be avoided. • Clearance: Similar to „Buy Direct,‟ clearance is used to sell fake commodities. • Pre-approved: Mortgage, credit cards, loans and more. Financial spam is far too common and filters are sure to snag this one. • Hello: So simple, yet so common in spam subject lines. • You Have Been Selected: Spammers love trying to trick recipients in to thinking they won a prize or lottery. Don‟t let your email land in the junk folder next to an email from the cultural attaché of Nigeria. • Weight Loss: Pharmaceutical spam is rampant. Leave this term out of your subjects, even if you‟re dying to tell your best friend about your new Paleo diet. • Limited Time: It‟s tough to avoid time sensitive keywords like “limited time” because most marketers know time sensitivity can often prompt a call to action. Since spammers are likely to create that sense of urgency, it‟s best to avoid this specific verbiage altogether. http://findnsave.wordpress.com/2012/08/14/10-words-most-likely-to-trigger-a-spam-filter/Copyright © 2012 Constant Contact, Inc. 19
    20. 20. Email Marketing Is…■ Delivering professional email communications■ To an interested audience■ Containing information they find valuable Copyright © 2012 Constant Contact, Inc. 20
    21. 21. Using an Email Service Provider Email Service Providers 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 unsubscribes ■ Improves email delivery, tracks results and obeys the lawCopyright © 2012 Constant Contact, Inc. 21
    22. 22. Building Your List Build Your List Where You Connect! Email Signature Networking Events Trade Shows In-store Guest Book Website Signup and MeetingsPaul Davis, MBANextStep Marketingpdavis@nx-step.comOffice Phone – 704.421.8353Fan me on Facebook |Follow me on Twitter____________________________________Join My Mailing List | View NC/SC Seminar 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 Customer & Prospect DatabaseCopyright © 2009 Constant Contact, Inc.
    23. 23. Using a Permission Reminder 23 Copyright © 2012 Constant Contact, Inc.
    24. 24. 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 ■ EducatesCopyright © 2012 Constant Contact, Inc. 24
    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? 25 Copyright © 2012 Constant Contact, Inc.
    26. 26. 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) Get the maximum Impact with ■ Test for timing Minimum intrusion. ■ Divide your list into equal parts ■ Send at different times and compare results 26 Copyright © 2012 Constant Contact, Inc.
    27. 27. 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 ■ Refer to your business in the Nancy Feldman 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 27 Copyright © 2012 Constant Contact, Inc.
    28. 28. 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 ■ 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 rate than those that don‟t. open an email or delete it. with longer subject lines. -Worldata, 2012 Source: DoubleClick - MailerMailer 28 Copyright © 2012 Constant Contact, Inc.
    29. 29. Understanding Bounced and Blocked Email “Hard Bounce” ■ Permanent condition ■ Email address non-existent ■ Misspelled/no longer in use “Soft Bounce” ■ Could be temporary ■ Server was down ■ Mailbox is full ■ Email was blockedCopyright © 2012 Constant Contact, Inc. 29
    30. 30. Deal with Bounced &Blocked Email Non-existent address ■ Check for obvious misspellings ■ Try to obtain a new address Bounce Management Undeliverable/mailbox full/ email blocked ■ Try re-sending later ■ Correct temporary issues ■ Obtain a new address if a recurring issue is present 30 Copyright © 2012 Constant Contact, Inc.
    31. 31. What influences the open rate? ■ From / Subject line ■ Delivery day / time ■ List overuse, age, or quality
    32. 32. Reducing Unsubscribe Requests Why do people unsubscribe? ■ Over-communication ■ Irrelevant content ■ Poor targeting Enable your audience to leave comments when unsubscribing from your list!Copyright © 2012 Constant Contact, Inc. 32
    33. 33. Paul’s TOP 10 TIPS for Successful Email Marketing 10. Use an Email Service Provider that allows you to look professional and offers important reporting 9. Build a Permission Based List 8. Create a “catchy” subject line that entices them to open 7. Brand the email with logo and colors 6. Be concise. Make sure your email is not too longCopyright © 2012 Constant Contact, Inc. 33
    34. 34. Paul’s TOP 10 TIPS for Successful Email Marketing 5. Use call to action items and click-through links 4. Utilize photos 3. Email when you say you are going to email (weekly, monthly, quarterly) 2. Make it easy to unsubscribe 1. Have fun with it! Be creative! Show your personality!Copyright © 2012 Constant Contact, Inc. 34
    35. 35. 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 professional Email Marketingeasy it is to create an support, grow our email Newsletters andemail, manage contacts, track lists, access to over 400+ Communications can help youresults, as well as send your templates, and measure and build relationships and growemail, and extend its social track results your business.reach. constantcontact.com/constantcontact.com/thecarolinas learning-center 30% Non-Profit Discount 35 Copyright © 2012 Constant Contact, Inc.
    36. 36. Hey! That’s me! Paul Davis, MBA NextStep Marketing – Charlotte, NC pdavis@nx-step.com http://www.facebook.com/NextStepMarketingLLC https://twitter.com/#!/NEXTSTEPMKTG http://www.linkedin.com/in/pbdavis Insight Provided by KnowHow Visit: www.constantcontact.com/learning- center Copyright © 2012 Constant Contact, Inc. 36
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