5 keys to Email Marketing


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Steve Robinson of Constant Contact talks about email marketing best practices and the 5 key factors to make your email marketing a success.

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  • Title: The Power of Social Media Marketing, Leveraging Social Media.
  • 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.
  • When you repurpose your great email content on your social channels, you can use NutshellMail to quickly engage and respond in in real-time, in minutes a day.NutshellMail from Constant Contact is an easy, free way to monitor all your social media activity in minutes a day. NutshellMail is a free monitoring tool that brings a summary of your social network updates to your inbox in a single email on your schedule.Constant Contact's NutshellMail supports Facebook, Twitter, LinkedIn, Yelp, Foursquare, Citysearch, and MySpace.
  • 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.
  • RDDs: please include:Your photoYour email addressYour URLYour social media handle informationFeel free to include/delete those tools you are not actively using.
  • 5 keys to Email Marketing

    1. 1. 5 Keys to Email MarketingCopyright © 2011 Constant Contact, Inc.
    2. 2. Email Marketing Is… Delivering professional email communications To an interested audience Containing information they find valuableCopyright © 2011 Constant Contact, Inc. 2
    3. 3. 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 7Copyright © 2011 Constant Contact, Inc. 3
    4. 4. Converting Leads to CustomersCommunications ImpactOne-time touchImmediate Purchaser Immediate PurchaseInterested (Buy Later) Unlikely to ReturnNot Now (Maybe Later)No InterestOngoing InteractionImmediate Purchaser Follow-up Purchases & introduce to other products/servicesInterested (Buy Later) Capture InterestsNot Now (Maybe Later) & Communicate RegularlyNo Interest Unlikely to Return 4 Copyright © 2011 Constant Contact, Inc.
    5. 5. 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 2Sources:1. Flowtown, 20102. Bain and CompanyCopyright © 2011 Constant Contact, Inc. 5
    6. 6. 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 servicesCopyright © 2011 Constant Contact, Inc. 6
    7. 7. 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. 7
    8. 8. 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. 8
    9. 9. Key # Build Your List1 With PermissionCopyright © 2011 Constant Contact, Inc.
    10. 10. Build Your List Where YouConnect Incoming or Events Email Place of Business OnlineOutgoing Calls and Meetings Signature Guest Book Presence K Smitheen 4 2 3 5 1 57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business. Customer & Prospect Database Source: Transact Media GroupCopyright © 2011 Constant Contact, Inc. 10
    11. 11. 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 informationCopyright © 2011 Constant Contact, Inc
    12. 12. Integrate Email Marketing and Social Media Marketing Make social mediaMake a Join My Mailing buttons a consistentList available on all part of all emails.social media platforms. Copyright © 2011 Constant Contact, Inc. 12
    13. 13. Key #2 Set Your ObjectivesCopyright © 2011 Constant Contact, Inc.
    14. 14. Content Has to Meet YourObjectives ―I want to…‖  Promote  Motivate purchases  Increase event attendance  Inform  Inform potential customers  Differentiate my business  Relate  Increase loyalty  Encourage more referralsCopyright © 2011 Constant Contact, Inc. 14
    15. 15. Content Has to Have Valueto Your Audience Promotional Email Discounts, coupons, offers, incentives. Relational Email Savings Special privileges, acknowledgement Knowledge Quality Informative Email Advice, research, facts, opinions, tipsCopyright © 2011 Constant Contact, Inc. 15
    16. 16. Key # Choose the Appropriate3 Format & FrequencyCopyright © 2011 Constant Contact, Inc.
    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 relationshipsCopyright © 2011 Constant Contact, Inc. 17
    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) Get the maximum  Time of day (10am to 3pm) Impact with  Test for timing Minimum intrusion.  Divide your list into equal parts  Send at different times and compare results  Re-stimulate social conversations: repost, retweetCopyright © 2011 Constant Contact, Inc. 18
    19. 19. Use NutshellMail to Engage,on Your Time Track your Page Insights Sign up for a Free NutshellMail Account. www.nutshellmail.com Read Fan comments Reply from your InboxCopyright © 2011 Constant Contact, Inc. 19
    20. 20. Key #4 Get Your Emails OpenedCopyright © 2011 Constant Contact, Inc.
    21. 21. Getting Email Opened The ―From‖ line – Do I know you?  Use a name your audience recognizes  Include your organization Matt Long Lynn.Mann@AOL.com 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. 21
    22. 22. 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 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. 22
    23. 23. 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‖ linesCopyright © 2011 Constant Contact, Inc. 23
    24. 24. Key #5 Create Compelling ContentCopyright © 2011 Constant Contact, Inc.
    25. 25. Coming Up With ValuableEmail 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 regulationsbefore deciding to hold acontest or giveawayCopyright © 2011 Constant Contact, Inc. 25
    26. 26. 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?Copyright © 2011 Constant Contact, Inc. 26
    27. 27. 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. 27
    28. 28. BONUS - Key #6 Track Your ResultsCopyright © 2011 Constant Contact, Inc.
    29. 29. 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. 29
    30. 30. 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. 30
    31. 31. 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. 31
    32. 32. Measure Increases in OverallReach Social Stats shows ―Shares‖ and ―Likes‖ for Shared Email CampaignsCopyright © 2011 Constant Contact, Inc. 32
    33. 33. Take the Next Step Email + Social = Success, Guaranteed. Sign up for a free Email Marketing trial. Satisfaction guaranteed. Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow! Sign up today! Fill out a card at the registration desk or Call toll-free: 866-876-8464 Attend a Free Webinar Get a Social Media Quickstart! Learn more about how social media Get started building connections marketing can help small business and through social media marketing, nonprofits optimize marketing efforts. today! constantcontact.com/learning-center socialquickstarter.com Copyright © 2011 Constant Contact, Inc.
    34. 34. Thank You & QuestionsSteve RobinsonSenior Regional Development Director | Illinois srobinson@constantcontact.com Search for Constant Contact Illinois @ctctillinois Search for Steve Robinson Upcoming Seminars www.constantcontact.com/illinois Insight Provided by KnowHow Visit: www.constantcontact.com/learning-centerCopyright © 2011 Constant Contact, Inc. 34
    35. 35. Customer Spotlight: Basket ThymeList Size: 5,179Open Rate: 33.9%Location: Highland Park, ILCustomer Since: April, 2006Website: www.basketthyme.com  Sends frequent promotion campaigns as well as announcements, event invitations and holiday greetings.  Uses reports to analyze success of campaigns.  Professional look of templates helped establish business presence and credibility.  Sees immediate increase in business after sending a campaign — sometimes by as much as 20%. “Because I’ve gotten in front of my customers, they remember me for their special occasions.” Sue Monhait, owner Copyright © 2011 Constant Contact, Inc.
    36. 36. Customer Spotlight: Chicago a cappella List Size: 3,267 Open Rate: 29.40% Location: Chicago, IL Customer Since: April, 2004 Website: www.chicagoacappella.org  Sends out monthly newsletter with concert updates, behind-the-scenes info, and event notices.  Able to reach broader audience for less money.  Appreciates CTCT customer support responsiveness and Hints & Tips email marketing best practices newsletter  Enthusiastic response to special offer expanded audience. “Like most organizations we couldn’t survive without effective email communications.“ Matt Greenberg, executive director Copyright © 2011 Constant Contact, Inc.
    37. 37. Customer Spotlight: Wesley Foundation List Size: 291 Open Rate: 49% Location: Urbana, IL Customer Since: August 2006 Website: www.wesleyui.org  Announces new projects and services  Provides links to register for events  Links to areas of interest on website “With our pre-established email list there was no database work that needed to be done and we knew we wouldnt miss any of the daily devotions. It is so nice letting our congregants decide what they do and do not want to receive.‖ Robert Kirby, Wesley Foundation
    38. 38. Customer Spotlight: Big JonesList Size: 3237Open Rate: 32.1%Location: Chicago, IL & SuburbsCustomer Since: 2008  Includes a mix of content in each email  Closely monitors opens for each email and compares to previous emails so they can determine how to keep emails interesting  All of our Constant Contact emails have links to our Twitter, Facebook, and blog channels “The best way we know that our emails are effective is when customers talk to us in person and tell us that they are dining with us because of a special that we mentioned in a recent email!” Mark Armantrout Big Jones Restaurants Copyright © 2011 Constant Contact, Inc. 38
    39. 39. Customer Spotlight: Anchor AdvisorsList Size: 713Open Rate: 32.3%Location: Chicago, ILCustomer Since: 2003  Content is hard, and good content is really hard. The key to having high quality, consistent content is to get help  Being concise is critical. We post just a paragraph in the newsletter, then let them click through to the website to see the rest  My newsletter article is always content that Im also sharing in those other channels “The newsletter helps to keep us top of mind and to demonstrate expertise so that we can SHOW and not just tell people about what we do.” Brad Farris Anchor Advisors Copyright © 2011 Constant Contact, Inc. 39
    40. 40. Customer Spotlight: Friends of the ParksList Size: 713Open Rate: 32.3%Location: Chicago, ILCustomer Since: 2007  Friends of the Parks is a nonprofit park advocacy group dedicated to preserving, protecting, and improving Chicago’s parks and forest preserves for all citizens.  Using email tools to organize numerous volunteer work days, including many around Earth Day – tree plantings, clean-up days, etc.  When using Outlook to manage email lists and send basic text ―newsletters‖ to members and volunteers she knew that she needed a better solution. After switching to Constant Contact, what used to take her 30 minutes to send, now takes her seconds. “We switched to the smaller mailing, and are letting our email and event marketing tools do the heavy lifting at a fraction of the cost. We are saving a lot of money by using email.‖ Amy Donatell Friends of the Parks Copyright © 2011 Constant Contact, Inc. 40