Julie Niehoff - How Nonprofits Use Email + Social to Engage, Inspire & Act!

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  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com Welcome INTRODUCTIONS WORKBOOK EXPLANATION EMAILING THIS PRESENTATION OUT AS PDF GET A FEEL FOR WHO IS IN THE ROOM - How Many Current Users? = Trialers Beginners? B2B vs B2C Business Partners?
  • Tell them how to reach me later, and point out that after using your products for the last two months I am officially a merle girl  (which is true) The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com Engagement Word-Of-Mouth on Sterioids. That ’s the best way to describe it. How many people in the room do direct mail, like postcards and that kind of thing? I’m not here to bash direct mail, it’s a great outlet for your efforts. But let’s take the example of a postcard… If you send me a postcard with a special offer or an event and my friend Tracy comes to mind when I read it, Meaning that I think she ’s likely to be interested, I’m not likely to take that post card, put it in an envelope, Address it to Tracy, put a now more expensive stamp on it, mail it to her and have her find it in her stack of mail And open it in time to take advantage of your offer or attend your event. Just not likely. But if you EMAIL me the information and Tracy pops into my mind, I can forward the email to her and she Gets it immediately Sees it exactly the way you intended her to see it And she is getting the email from me, her friend, not you, a stranger – also known as spam. Email is a “tell two friends” game. Let ’s look at some evidence of this and the value in real dollars of A happy customer.
  • Because of the forward button and because of the share button. This is a pic of a share button to explain it The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com
  • Just a closer look at the share button The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com
  • According to CMB……we are sharing content with each other at volumes and frequencies like never before
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com A Constant Contact, we have been preaching for the past 10 years that SMBs need to flip the funnel. To grow and compete in a world full of larger and better resourced big box businesses, delivering a great customer experience and focusing on existing customers will feed the top of the funnel. Dingo Bones, a small pet supply company in Cincinnati, OH does not have the marketing budget to outspend PetCo on campaigns from traditional awareness to acquisition campaigns. We ’ll tell their story in a bit… What SMBs like Dingo do have very loyal customers. Once you recognize that your existing customers are your best assets, you are ready to flip the funnel…focus on keeping the customer happy, coming back and telling their friends. Remember how the funnel helped figure out sales and marketing structure and resource? Focusing your resources on engaging your current customers is cost effective way to find more customers. The Father of Loyalty Economics and Director Emeritus at Bain consulting Fred Reichheld, proved this in a 1990 study published in HBS Review - -- way before social media. Its 5x more expensive to acquire than retain customers. And a 5% increase in retention can yield between 25% and 100% increase in revenue depending on the industry and repeat customers spend 70% more than first time customers – and this research probably needs updating too! Joe Jaffe based his entire book “Flip the Funnel” on this notion and coined the phrase “Retention is the New Acquisition”
  • So I have THREE fundamental principles I like to share with you. These apply to retail companies and service providers from Fortune 500 to independent small businesses, franchises and associations. #1 - you can not control your brand, but you can influence it. Your customers or members define your brand – especially when they share their POV with others.
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com Look at this email. This is the real September 2006 newsletter for the US Tennis Association… anyone here a member? Someone usually raises their hand… I ask if they were a member in 2006… usually they are.. And I tell them that their Email address is in that list… Again, just look at this email. It ’s not a bad email. It’s not terribly exciting but it’s not going to embarrass the organization. And it took someone some time to put it together. All in all, it ’s okay. BUT, it could be so much more. I like to use this slide to talk about what makes all of this MARKETING vs COMMUNCIATIONS If this were a travel agent ’s email and these three links on the left side were a golf package, ski package and beach package I can go into the stats and see who clicked on the golf option… and save them as a list of golf-interested people with one click. Or I can see that no one ever clicks to read the message from the president and have data to have that taken out of the newsletter because No one cares and we shouldn ’t be including it…. Let me give you my definition of marketing. I mean something very specific when I say that word. I am talking about Defining an audience, a specific group of people Reaching out to that audience with a message or offer designed specifically for that group Eliciting a physical and measurable response, a click, a forward, a register, a purchase, a print it out and bring it in, anything physical and measurable. It is the PHYSICAL and MEASURABLE RESPONSE that makes it marketing. Without that, you are not technically marketing, you are communciating and that ’s Good so don ’t kick yourself for not marketing in the past, but there is so much more to gain from really marketing. Marketing makes it possible to say “this works, do more of this… this doesn’t work, don’t do that anymore” and you can hone your skills And improve efficiency and do more with your time and money with a higher return over time…
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com Look at this email. This is the real September 2006 newsletter for the US Tennis Association… anyone here a member? Someone usually raises their hand… I ask if they were a member in 2006… usually they are.. And I tell them that their Email address is in that list… Again, just look at this email. It ’s not a bad email. It’s not terribly exciting but it’s not going to embarrass the organization. And it took someone some time to put it together. All in all, it ’s okay. BUT, it could be so much more. I like to use this slide to talk about what makes all of this MARKETING vs COMMUNCIATIONS If this were a travel agent ’s email and these three links on the left side were a golf package, ski package and beach package I can go into the stats and see who clicked on the golf option… and save them as a list of golf-interested people with one click. Or I can see that no one ever clicks to read the message from the president and have data to have that taken out of the newsletter because No one cares and we shouldn ’t be including it…. Let me give you my definition of marketing. I mean something very specific when I say that word. I am talking about Defining an audience, a specific group of people Reaching out to that audience with a message or offer designed specifically for that group Eliciting a physical and measurable response, a click, a forward, a register, a purchase, a print it out and bring it in, anything physical and measurable. It is the PHYSICAL and MEASURABLE RESPONSE that makes it marketing. Without that, you are not technically marketing, you are communciating and that ’s Good so don ’t kick yourself for not marketing in the past, but there is so much more to gain from really marketing. Marketing makes it possible to say “this works, do more of this… this doesn’t work, don’t do that anymore” and you can hone your skills And improve efficiency and do more with your time and money with a higher return over time…
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com I will talk about the most common frequency and also about what to avoid In terms of time of day and day of week
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com I will cut thru a lot of this and get to the point that it is different for everyone. I ’ll give some industry standards and give them a simple way to know when the best time for them – it is a simple formula that gives them very clear answers.
  • Make sure your presence looks good: make your profiles polished and professional-looking. Complete your business profile with a: description, clear contact information, your website URL, and a Join-My-Mailing-List tab/information; Include your website URL Brand the presence: add your business logo, pictures, and a background Add starter content! It ’s important to populate your social media profiles with interesting, relevant content before you begin inviting folks to fan, follow, friend, and link to you.
  • This slide shows an example of Focus HR ’s content reuse across multiple platforms: Website, Twitter, Facebook, and Email Marketing. The key takeaway? A little content can go a long way! Create content “sound bytes” for easier content reuse.
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com
  • You must consider not just who you are sending to, but who is on THEIR list. Reach past your list to the next level.
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com THIS IS OBVIOUSLY MY EXAMPLE, BUT I THINK EACH RDD SHOULD HAVE THEIR OWN – A PUPPY, A PHOTO OF THEMSELVES FINISHING A MARATHON OR WHATEVER… Once they are all smiling at the photos… I tell them, that looking at the crowd, some of you feel like you know me just a little bit more than you Did when we started this session. Most of you are smiling. And if you saw me later at the mall or something, this would come to mind. And you Would likely also think of Constant Contact, but we ’ve got a bond now. It’s slight, but it’s real. THAT is what this is about. Give of your knowledge, your experience – absolutely, but also be willing to be yourself and adding email marketing to your mix Will make a big difference in the quality of the customer relationships you are managing.
  • Tell them how to reach me later, and point out that after using your products for the last two months I am officially a merle girl  (which is true) The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com
  • Julie Niehoff - How Nonprofits Use Email + Social to Engage, Inspire & Act!

    1. 1. How Nonprofits UseEmail + Social toEngage, Inspire & Act!
    2. 2. INTRO Julie Niehoff Director, Field Education &Development Constant Contact Email: jniehoff@constantcontact.com @julieniehoff
    3. 3. Engagement is word-of-mouth on steroids.
    4. 4. Because of the Forward & Share Buttons 4
    5. 5. Make it easy for people to SHARE 5
    6. 6. FACT 75% of people are likely to share content they like online with friends, co-workers or family ….49% do this at least weekly6 *Chadwick Martin Bailey Consumer Pulse 2010 (n= 1504)
    7. 7. Marketing has changed. Traditional Engagement Marketing Marketing FIND MORE “Flip The Funnel: Retention is the New Acquisition” - Joe Jaffe (@jaffejuice)Copyright © 2011 Constant Contact, Inc.
    8. 8. Megaphone Marketing Reach past your own list. 8
    9. 9. Let’s Talk Real Marketing.
    10. 10. Let’s Talk Real Marketing.
    11. 11. Now, Later or Never
    12. 12. Getting Them To Stop & LookThe “From” line is the MOST IMPORTANTPART.  Use a name the recipient will recognize  More will pay attention to a person’s name  Use a combo of company & name if not sureSubject Line & Headline Are Also Key  Keep it short and simple • You have 3 seconds or less • 30-40 characters including spaces (5-8 words)  2-2-2 Principle 2 Seconds, First 2 Words, Why Does It Matter Today?
    13. 13. How Often and When To Send
    14. 14. How To Know When Is Best For You1. Divide your contacts into 2 or 3 equal lists Choose 3 days of the week to test Send to one list on each of those days and track response2. Take the best performing day of the week Choose 3 times of day you want to test Send to one list at each time you set and track response3. Now you know when is best to send for YOU. Do NOT get caught up in the open rate!
    15. 15. So…What Do You Write About?• 1st - Starter Content on all social sites• What you know that they don’t know• What you have access to that they don’t have access to.
    16. 16. Repurpose Everything
    17. 17. Key Strategies for Higher Impact
    18. 18. THREE THINGS TO TRY • Set ONE objective at a time • Fewer choices mean more decision/action • Give people something special • Early, special, free or easy access • Leverage your human-ness • Be yourself and be genuine
    19. 19. A Personal Example…
    20. 20. ONE FINAL NOTE If the member HUMAN volunteer customer user experience stinks, none of this will matter.
    21. 21. INTRO Julie Niehoff Director, Field Education &Development Constant Contact Email: jniehoff@constantcontact.com @julieniehoff

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