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Power of email marketing seminar -RDD Paige Cahil
Constant contact

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  • Title: The Power of Social Media Marketing, Leveraging Social Media.
  • RDDs: please include: Your photo Your email address Your URL Your social media information Feel free to include/delete those tools you are not actively using.
  • OVERVIEW: Basics of email marketing and best practices Offering a Solution. You can make a connection with the people who need your products and services, inform them by delivering your message in a professional and cost-effective way, and grow your business to reach your lifestyle goals with The Power of Email Marketing. My commitment—Help you understand this information Your commitment—Take action on the information…Action leads to fulfillment of dreams
  • In this section: Value of connecting with your customers Types of communications that are the most profitable for your business How and why an engagement marketing strategy utilizing email marketing and social media marketing is a great way to grow your business. Paige---Social and Email marketing helps you with Engagement marketing-- allowing you to have a two-way communications…not just pushing out marketing or promotions. We will discuss how much email is too much…the best times to send, what is the best frequency, and how to craft up content. Consistent Ongoing Helping not just promoting all the time. The 80/20 Rule educate, engage, inform, help 80% of the time promote 20% of the time.
  • Why is engagement marketing critical to your success? Your best source of new business are your existing customers
  • Engagement Marketing is using technology to make this happen. Email marketing is a critical component of an Engagement Marketing strategy. Paige… Engagement marketing allows you to make “IT” would be building stronger relationships, helping your customers, thanking your customers, asking your customers…so then they will KNOW, Like, and Trust you. When they trust you they refer you!
  • Email marketing allows you to build trusting relationships and nurture early relationships, while acquiring some new customers from your passionate customers Social media marketing uses your raving fans to acquire new customers, connect with prospects and begin nurturing deeper relationships Email marketing should encourage broader relationships through social media marketing Social media marketing should encourage deeper relationships through email marketing
  • Relationships are the SINGLE MOST IMPORTANT ASSET TO A BUSINESS and relationships don’t just happen because you have a good idea and a passion or because you have a great-looking website. Connecting with people happens through effective communication.
  • Can take anywhere from 5-10 communications to generate a sale from a prospective new customer . Here’s why: New product or service -- challenge is EDUCATION. What is it? Why is it useful? Why is it worth paying for? Product or service everyone knows about--challenge is DIFFERENTIATION . Why are you better, faster, cheaper, more convenient, and so on? Even after you have educated your audience or differentiated your business, a single promotional message isn’t likely to get a profitable response because most people aren’t ready to buy immediately when they receive your message and some people need more time to research and try or they don’t trust you. Therefore, marketing your business isn’t an event, it’s a series of related events. It’s a process. It’s relationship-building.
  • Repeat business is more profitable because it costs 6-7 times more to acquire a new customer. Why? It takes so many communications to get a sale from a new customer, and communication costs money . Repeat customers already know all about your business so you don’t have to educate and differentiate as much. Sources: Flowtown, 2010: http://www.flowtown.com/blog/the-value-of-an-existing-customer Bain and Company, 2002 Cheaper to keep a customer then get a customer.---They are your referral engines!
  • Technology has made it easier for smaller businesses to derive this kind of value from customer relationships. Email is one of the best technologies for connecting with your current customers in order to build a steady stream of repeat and referral business. 94% of Internet users between the ages of 18 and 64 send or read email 61% Use a social networking site 147 million people across the country use email, most use it every day Source: Pew Internet an American Life Project; May, 2010: http://www.pewinternet.org/Trend-Data/Online-Activites-Total.aspx AOL study (in 2007) indicates that people are checking email at work; at home; in bed while in their pajamas; in the bathroom; in the middle of the night; while they drive (don’t do that!); and even in church (12% of respondents said that!). Everyone knows how to use it!
  • Cost-effective. But you shouldn’t rely on any marketing medium just because it’s cheap. Remember that being in business means getting more than a dollar back for every dollar you spend. If a marketing medium is cheap but it doesn’t work, you’re still wasting your money. Email does work . In fact, for every dollar spent on email marketing in 2009, marketers received an estimated $43.62 Return On Investment – ( Direct Marketing Association 2009). As such, it outperforms all the other direct marketing channels examined, such as print catalogs. Compared to $21.85 ROI for web marketing (PPC, web advertising) Compared to $7 ROI for direct mail Direct Marketing Association, 2009: http://directmag.com/magilla/1020-e-mail-roi-still-slipping/
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com So, if I get an email from someone and I don ’ t recognize them, want to hear from them, remember meeting them or don ’ t like their hair in the picture, I can report the email as SPAM. SPAM is in the eye of the recipient … let’s talk about spam for just a little bit, get it out of the way, and then we can get to the fun stuff… SPAM has a legal definition and then there is reality, which is what really counts for all of us. The reality definition says that you must have permission to send someone mass email for promotional purposes But where the law leaves off and reality picks up is that even if you have permission, someone can click that little button to report you as spam, … . Let’s talk about permission and then how to make sure no one clicks that button on you… What do you do when someone you don’t know sends you an email …. Then they send it again Then they send it again and you can’t unsubscribe or opt you….you spam them…are you excited to work with them or buy from them..no you are frustrated with them. They have hurt their own brand.
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com So, if I get an email from someone and I don ’ t recognize them, want to hear from them, remember meeting them or don ’ t like their hair in the picture, I can report the email as SPAM. SPAM is in the eye of the recipient … let’s talk about spam for just a little bit, get it out of the way, and then we can get to the fun stuff… SPAM has a legal definition and then there is reality, which is what really counts for all of us. The reality definition says that you must have permission to send someone mass email for promotional purposes But where the law leaves off and reality picks up is that even if you have permission, someone can click that little button to report you as spam, … . Let’s talk about permission and then how to make sure no one clicks that button on you…
  • Professional email communications ‘ professional’ means sending emails that represent the characteristics of your business visually (your brand), while delivering information that educates your audience and/or differentiates your business from the competition. Interested audience An ‘interested’ audience is comprised of people who are familiar with you and your business and have asked to receive your communications. They find valuable If your communications aren’t valuable and appreciated by your audience, no one will want to receive them. People must look forward to getting your emails…you want to do the 3 E’s educate, empower and engage them!!!! Don’t promote all the time…have you been at a netwoking event and everytime you see that person they are always selling ….want to run from them ! Me, me, me will part the sea…same thing don’t talk about your business all the time…you need to think about” what is in it for the customer”. You have had that friend that always talks about themselves they are the ME ME ME person…is that a fun conversation…no me me me will part the seas.
  • Now that you know a little about email services, let’s compare a few differences. You will start with outlook, yahoo, and Gmail and that is fine it is a great place to start…but then your list gets bigger, and you want to know more about Who opens your email When did they open it Who opted out Who forwarded your email When is the best time to send your email. You also want to make your marketing look more professional and get excited about scheduling your email.
  • Now that you know a little about email services, let’s compare a few differences. Good email marketing wins over consumers: 58% of consumers said they opened those companies’ emails, while 53% said that such emails affected their personal buying decisions. Source: Emarketer
  • 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 Email service providers help Make your life easier…so when you are working your email is doing the marketing for you. You keep top of mind Remember when you show up you go up…if you don’t show up people forget about you.
  • So people will do this add multiple email addresses on the cc line…do you enjoy your email being shared to strangers or the world? Now dare to care….don’t share My friend said well I don’t do that I put the email addresses on the BCC line Well you are being sneaky but the ISP internet solution providers will block that …they look at multiple email addresses on the bcc as spam so they block or filter this.
  • Which gets better results a black and white advertisement or color? You are right color. Well in email marketing believe it or not just adding a personal greeting will get you better engagement or results …so GET PERSONAL
  • Sometimes as time goes by, people don’t remember how they ended up on your email list. To keep this from happening you can use a permission reminder at the top of your regular emails. A permission reminder tells your audience why they are receiving the email and offers them an unsubscribe link at the top of the email, instead of the bottom. This helps to keep your subscribers from clicking the ‘spam button’ when they no longer want your emails. You get three tries to get your emails open. This is one of the three…people may forget who you are or where they met you. So you want to turn on the PERMISSION REMINDER if you think they won’t know who you are. STORY--- you were at the bridal show and the lots of the attendees ask you to email them your prices for your Disc jockey services … it is a good chance they won’t remember you…so remember turn on the permission reminder and “say I met you at the Bridal Fair and you requested that I send you my prices for DJ services”
  • In this section: Benefits of a permission-based email marketing strategy How to build an email list that has value to your business Tips for maintaining the valuable contact information you work so hard to collect. Building a quality email list is both a challenge and an opportunity. Here’s the challenge.
  • Build a quality permission-based email list. An email list is an asset and it’s worth spending the time to build it right. Building it right means building your email list wherever you connect… this includes all your active social networks. Every time someone calls your business, ask them if they are on the email list related to the reason for their call. Ask people to join your email list at events and meetings. If you have a physical store, place a guest book on your counter and ask people to sign it. Add your signup link in your email signature. Put a signup link on your website, on your social networking pages, and on your blog. It helps to give people an incentive to add their name to your email list. Try a discount, contest, or VIP program. Collect where you Connect--- to face, networking, on the phone, email signature, social, website, or sign in book at your store. It makes a difference how you ask…. It is all about the way you ask…can I add you to my email list…the person doesn’t want to get more email. STORY my girlfriend owns a retail clothing store..when people make a purchase she ask them for their email address…they say sorry I don’t have one…then she knows that she needs to add value…she says oh too bad we put you on our vip list and send you special invites for ladies nights where we have free wine, cheese, and you get special discounts—after she says that they say “oh yes I forgot I do have a email address.”
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com Remind them to grow their list with what we call a link called the JMML Join my mailing list make sure the sign up or Join my mailing link text does NOT just say “Sign Up for Upcoming Email”…make it more enticing for them to sign up…Sign Up for Monthly Tips, Monthly Recipes, Monthly Time Saver Strategies. They don’t want to sign up for MORE email. Put it on your website, social media, on your email signature, anywhere you connect with folks. You know can have them text to sign up or have a QR code which will take them to the website to sign up.
  • Your email marketing strategy doesn’t come to a halt as soon as you decide to go ahead and send your email. Because, with email you don’t have to sit around waiting to see if someone walks into your store with a coupon or buys something off of your website in order to get value in return. In this section: How to increase the number of positive responses you get from your email marketing, and decrease the negative responses. Remember it is not about you it is what is in it for the customer—so build content that they are interested in. Remember less is best…do you like getting a long email that you have to scroll and scroll…no so less is best. We will discuss how to get your emails opened, read, and shared What is the best time and day to send You will learn that you need to test and tweak..try different days and times.
  • Promote Motivate purchases – drive traffic to your website or store, an affiliate program, make an appointment… Increase event attendance – register online, RSVP, buy tickets, invite a friend… Inform Inform potential customers – new products, customer support, share expertise… Differentiate my business – describe features and benefits, customer testimonials, industry facts… Relate Increase loyalty – special invitations, press releases, greetings & thank you cards… Encourage more referrals – rewards programs, forward valuable information, invite a friend to an event…
  • Create a marketing calendar Buy a 12 month calendar Buy 2 highlighters Highlight the holidays they don’t change Highlight the areas where you are challenged that are your slow times Add events that you always do that are successful Use post it notes to write down your marketing ideas and then put them on the calendar…that way if something happens in your business and you need to change the content of your email you can simply move the post-it notes to another part of the calendar and keep going without missing a beat. STORY…think of themes..how you can help your customers…..for example a bbq shop would not be selling a lot of bbq units in the midwest in winter…so should they just stop marketing?? no…maybe in November he may provide tips on protecting your grill from mother nature, or December share great bbq recipies, or best seasonings for bbq, or post your two favorite bbq tools, or share the top 5 bbq gifts ===you must keep top of mind…educate, empower, engage, then when it is time to buy in the spring who will they think of…so Plan ahead. Do the manliest manly grill upload your grill or deck to my facebook page the winner will get $50 gift certificate..have customers vote on the grills/deck the one with the most likes wins the $50 gift certificate
  • Coming up with valuable email and social content is easier than you think: Share your expertise – You are an expert, at least your customers think of you that way – Articles, tips, or answering customer questions Use facts & testimonials – Facts about your products or your industry, quotes from customers, stories about their experiences, and even advice from your customers can be effective Give guidance & directions – Guiding your customers through steps in a purchase process or giving directions on how to order or how to use your products and services Offer discounts & coupons – Discounts, coupons, contests, and giveaways work for some audiences Exclusivity & VIP Status – Special privileges, VIP status, or exclusivity works for others Hold contests & giveaways – You might give a free product or service away to everyone or to one contest winner Acknowledge your audience – Thank you note or holiday greeting helps to deepen your relationships FAQ frequently asked questions..keep a list of the questions you are asked daily and those can be used for content SAQ suggested ask questions…what customers need to know or should ask…so when they say a 60-minute massage how much of that time is for you to get your clothes on and off. Or when they say a car warranty does that include the tires? Stump the owner questions…have them submit questions to you and then whoever stumps the owner give them a gift—free coffee…free article, or guide, Ask them why they buy from you…have the customers build content Pick a customer of the month and showcase that customer…get personal
  • Coming up with content doesn’t have to be hard. Inspiration is all around you all the time. In fact, each of you here today is going to get this special idea folder. When you get a good idea, throw it in the folder. When it is time to write, you’ll have ideas all together. So and So has these for you and when you turn in your evaluation after the seminar, she’ll give you the folder. Listen, Learn and Earn…watch others…Sign up for other email newsletter with competitors or retail stores or restuarants you frequent Learn when they send What they send Look at the subject line Watch their sweepstakes Learn what they do that works or does not work for you TREND JACKING see what is popular on the news, movies, holidays and grow on that…superbowl, blizzards, hollywood gossip/trends. Technorati.com is a directory of all kinds of blog from health, business, computers, landscaping, and more Google alerts you can set up “Tips to beautiful Lawn” “Fight Wrinkles” “Best color for kitchens”
  • Email content has to be easy to scan so your audience can quickly understand your message and decide whether the information is valuable. Instead of emailing large bodies of content, use your emails to generate interest and drive traffic to your content. There are two reasons to keep your content concise and host larger bodies of information outside your emails: Consumers are very time-sensitive. Concise emails are more likely to be scanned or read immediately. Every email link can be tracked back to the clicker. If your reader clicks to get more information, it’s a sign of interest. Less is best…Link them Up…don’t tell them everything…drive them to your website, social, You link them up to learn what they are clicking on to learn what they like…that will help you build your next email/content. USE bullets we scan for fun facts.
  • If you’ll be using multiple formats in your strategy, make sure you brand each email consistently. Your emails should look similar so they are recognized by your audience, and just different enough so that your audience can easily determine the theme of your message. Brand with the same logo and colors…Remember mcdonalds does not change their colors and logo every month.
  • Valuable content and a strong brand identity aren’t enough to make your content effective. You also need a strong call to action in every email you send. You have to tell your audience what you want them to do with your email, otherwise they will probably just scan your email and delete it. For example, you aren’t likely to get phone calls just because your phone number appears in the email. You have to say ‘call before 10am for an extra 10% off’ or ‘call now to get first choice.’ You might need a call to action just to get your audience to read your email all the way through. For example, in your opening paragraph you might say ‘scroll down for coupon’ or ‘read this then use the link to order.’ Make sure you also describe the immediate benefits of action. ‘Order your tickets now’ is not as strong as ‘Order online now so you won’t have to wait in line at the show.’ They don’t know what you want them to do…tell them what to do…forward this to a friend, come in today for our lunch special or to enter a raffle
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com Who here is already email marketing? Point someone out and ask… How big is your list? How big was it when you started? What industry are you in? How did you grow the list? DO THIS 2 or 3 times… someone will come out with a larger list than others, Tell the group not to judge their own list size or get “list envy”… The reason I ask the group to talk about how they grow their list is because They can answer this question themselves….
  • Coming up with content doesn’t have to be hard. Inspiration is all around you all the time. In fact, each of you here today is going to get this special idea folder. When you get a good idea, throw it in the folder. When it is time to write, you’ll have ideas all together. So and So has these for you and when you turn in your evaluation after the seminar, she’ll give you the folder.
  • Once you have done everything possible to help get your email delivered, you need to be sure your email has a good chance of gaining the attention of your audience after you send it out. Most consumers look at the From line in your email to determine whether to open it, so it’s important to make your From line familiar. This is the “Do I Care” piece we talked about earlier. Ask yourself how your audience is most likely to recognize your business and put that information in your From line. Two tries to get your emails opened on your from line…do they know you personally or professionally STORY…the lady said her open rates were bad. I said well tell me what you do. She said I am the operations manager. I said okay. I said who is on the from line of your emails you are sending out to the customer…she said me. I said who is the person the customer see, meets, and talks to..who is the face of the company….she said that is bob he is the owner and works with the customers. Do you see—whose names should be on the FROM line…yes bobs name should be on the FROM line and then the email replies could go to the operations manager. Putting bobs name and email on the from line increased their open rate by 20% because folks know bob and work with bob they did not know the operations manager. What is a good open rate…20 to 25 is a good open rate…remember not everyone is opening your emails…some people sneak a peek via the email view pane…they can scroll through the entire email without opening the email. So we can not count it as an open unless they download the pictures, click on a link or double click on the email to open it….you may have to repeat the 3 things again…in order to count it as an open they have to download a graphic, click a link, or double click to open the email. So put links and pictures in your emails…to make people click and to help increase your open rates.
  • Once you have done everything possible to help get your email delivered, you need to be sure your email has a good chance of gaining the attention of your audience after you send it out. Most consumers look at the From line in your email to determine whether to open it, so it’s important to make your From line familiar. This is the “Do I Care” piece we talked about earlier. Ask yourself how your audience is most likely to recognize your business and put that information in your From line.
  • It’s much more difficult to come up with good Subject lines than good From lines. When you write a subject line, focus on getting the email opened. For example, try highlighting the main theme of your email or an important article in your email instead of using generic titles such as “July Newsletter.” Additional facts: Worlddata, 2011: http://www.worldata.com/wdnet10/listacquisition.htm B2C emails that have some form of date in the Subject Line will generate a 29% higher open rate B2B emails that have some form of date in the Subject Line will generate a 24% higher open rate Having an “exclusive” offer in the subject line generates an additional 24% open rate in email campaigns. For example: “Private event”, or “For select customers, only.” Email messages that mention Facebook in the subject line have a 32% higher open rate than those that don’t.
  • Coming up with content doesn’t have to be hard. Inspiration is all around you all the time. In fact, each of you here today is going to get this special idea folder. When you get a good idea, throw it in the folder. When it is time to write, you’ll have ideas all together. So and So has these for you and when you turn in your evaluation after the seminar, she’ll give you the folder.
  • Here are some examples of poor subject line tactics. These tactics are often present in spam emails, so take a look at the subject lines in your spam or junk folder once in a while to see what the spammers are up to. Any tactics used by spammers should be omitted from your emails. People think I am going to put my subject line in all caps so it stands out in the inbox…oh yes it will stand out in the inbox the Internet solution providers who accept the emails will see it and block it so it doesn’t get into the inbox—the consider that spam. Some folks say I will just fill the subject lines up with a bunch of exclaimation or dollar signs…yes that will get attention it will stand right out to the internet solution providers and they will not delivery it but block your emails or filter them. So email solution providers can help you …we provide a spell checker and spam checker.
  • Your email marketing strategy doesn’t come to a halt as soon as you decide to go ahead and send your email. Because, with email you don’t have to sit around waiting to see if someone walks into your store with a coupon or buys something off of your website in order to get value in return. In this section: How to increase the number of positive responses you get from your email marketing, and decrease the negative responses. 3 t’s test, time, and Tweak View the reporting to see who is open your emails, clicking on what links, who is forwrarding your emails, and spamming you.
  • Email Service Providers can help you track lots of positive and negative results even if your audience doesn’t directly respond, and you can track direct responses back to specific individuals. Here how it works. When you send an email, your Email Service Provider automatically adds special code that enables the tracking of certain responses. It’s possible to track Which emails bounced and why they bounced Which emails received spam complaints Who opted out of receiving future emails Who enabled the images to display in their email Who clicked the links in your email Who forwarded your email to someone else Let’s look at what you should be keeping track of and what you can do with this information. You can click on the blue numbers to drill down to see the email addresses of who spammed you or opened up your emails. Bounces means the mailbox is full, or that the email address no longer exists, Spam are folks that consider you spam they click the spam button and then the email service will move that person off your list permanently into the DO NOT MAIL LIST so if you try to upload their name again from your database or type in their name- you will not be able to…we protect you and your list. Opt outs are folks that no longer want your emails. So those email addresses are added to the DO NOT MAIL LIST ALSO Opens show who open the email as well as the time, and the date If you see multiple opens that could mean they opened the email and when they were scrolling in their email they scrolled passed the email…OR IT could mean that they forwarded the email to someone else Clicks shows you what links folks click on. So you can learn what folks are interested in and not…you can learn what content to keep or not to keep. Forwards can be low…remember we can only count those folks that click the forward button in the template or email..if they click the forward button on their email software like gmail, outlook, yahoo we can not count that forward. When there is a forward we can not tell you who they forwarded it to… Listen learn and earn If you get lots of open
  • Email Service Providers can help you track lots of positive and negative results even if your audience doesn’t directly respond, and you can track direct responses back to specific individuals. Here how it works. When you send an email, your Email Service Provider automatically adds special code that enables the tracking of certain responses. It’s possible to track Which emails bounced and why they bounced Which emails received spam complaints Who opted out of receiving future emails Who enabled the images to display in their email Who clicked the links in your email Who forwarded your email to someone else Let’s look at what you should be keeping track of and what you can do with this information. So instead of all the bad emails or bounce backs cluttering up your inbox your email solution provider handles the bounces and organizes into a dashboard. So you view them on your time.
  • Link them up to your website A llink to download a coupon---see if folks like coupons Click to register to see who is interested in a particular workshop or event Click for product info to see what products might be favorable and better to promote then others
  • You can download all the folks that clicked the cruises link and save it as a CRUISE list so you can promote via email marketing promos… alaska cruises, island cruises, 5 day, 7-day 15-day cruises, Or save all those email addresses that clicked on ski resort and save it as ski resort list and promote via email marketing holiday ski packages, romantic ski packages, single ski packages, do you see how you can start learning about your customers want by the links…link yourself up to knowledge and revenues. STORY Tom was a sales rep for audio visual equipment…he had 3 new projectors he showcased in his newsletter and he showcased the projectors with links so you could see the price picture but for more information you click. He sent 100 emails to his current customers…noticed that 15 of them had clicked on the $8000 projector so he exported that list into an excel spreadsheet and made calls to those customers. He said I noticed you clicked on the $8000 projector and just wanted to see…. NO he did not say that… his phone call went like this…Hi Greg, just calling you and checking in…it has been while since we have talked. Just wanted to let you know we got an entire new stock of cutting edge projectors in and I Thought you…right then GREG stopped Tom and said…yes I got an email from you…and my team liked the $8000 model and I have already approved the purchase via my boss. He did this 15 times and closed 8 deals... He spent $15 for email marketing that month and rec’d $80,000 that day…Bonus! BAM!
  • Now that you understand the components of Email Marketing, you’re poised to take the next step. We’ll keep you up-to-date! Attendees of this seminar will automatically be included in our Hints and Tips newsletter which will keep you up to date on marketing topics and trends for small business. Please remember to leave us your business card. Ready to see Constant Contact Email Marketing in action? You may attend my next free seminar: “Getting Started with Constant Contact, ” held on [Date] in [Location] at [Time]. Check my calendar for the most up-to-date event information. Sign up for a free, 60-day trial to begin communicating with your existing customers. . Call us toll-free: 866-876-8464 – our coaches will help you get started. Register for our free webinar: “Constant Contact Email Marketing Live Tour”. Held daily, you’ll learn how easy it is to use Constant Contact Email Marketing in 45 minutes, from the comfort of your desk. You’ll be able to ask questions and learn from those asked by others. Browse to constantcontact.com/learning-center to register today!
  • RDDs: please include: Your photo Your email address Your URL Your social media handle information Feel free to include/delete those tools you are not actively using.
  • Email Service Providers can help you track lots of positive and negative results even if your audience doesn’t directly respond, and you can track direct responses back to specific individuals. Here how it works. When you send an email, your Email Service Provider automatically adds special code that enables the tracking of certain responses. It’s possible to track Which emails bounced and why they bounced Which emails received spam complaints Who opted out of receiving future emails Who enabled the images to display in their email Who clicked the links in your email Who forwarded your email to someone else Let’s look at what you should be keeping track of and what you can do with this information.
  • Speaking of starter content, one of the best ways to reuse content is by repurposing email marketing newsletter content. Most Email Service Providers such as Constant Contact provide a Share Bar at the top of emails which will allow both you – and your recipients – to share your content across social networks. Whenever possible, add Social-sharing capabilities to your content to provide customers and prospects alike an effortless way to share it within their networks.
  • 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.
  • Following spam laws can unsubscribe Share bar to allow customers to share the email Logo and Great Branding Personalized greeting Pictures are enticing and beautiful Forward to friend reminder (has it at the top and bottom) Linking them up to the website—learn what they want Love the heading on the 2 nd picture MONSTER BUCK TERRITORY makes you want to look or download the picture.
  • The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com Who here is already email marketing? Point someone out and ask… How big is your list? How big was it when you started? What industry are you in? How did you grow the list? DO THIS 2 or 3 times… someone will come out with a larger list than others, Tell the group not to judge their own list size or get “list envy”… The reason I ask the group to talk about how they grow their list is because They can answer this question themselves….
  • Good call to actions Join social Good links Could have better links like Shoes, Women Apparel, New Dresses, Men’s shoes Has Unsubscribe links –so Can Spam laws being followed Join our email list…growing the list Looks beautiful until it gets into the inbox.
  • We can not control if people have the graphics displayed on or off in their emails they receive. Have people raise hands…who has to download pictures in their emails…so who has the pictures download off or when you receive an email the graphics DO NOT SHOW Most of us 86% of us have that featured –downloading or display pictures off and that is controlled not by us but by the recipient…they want to make sure when a graphic downloads it is from a trusted source. So make sure you put headlines or text above and below your graphics See who was at the party! This could be you Do your counters look like this BBQ unit every man wants Does Your Yard look like this See the Women who lost 400 lbs (before and after) So entice folks to download graphic Best Halloween Costume for Dogs
  • 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…
  • Example: Travel & Tourism List Size: 1,558 Open Rate: 26% Location: Milford, MA Customer Since: June 2002 Website: www.atlastravel.com Different departments use custom templates to maintain brand Sign up box on website and in emails Segments contacts to market content to specific audience Quote: “With Constant Contact, I can turn over the process of "list management" and email broadcast campaigns to non-technical staff which frees me up to focus on my tasks at hand.” - Rock Blanco, Chief Technology Officer
  • Example: Religious Organization List Size: 1354 Open Rate: 51% Location: Bethany, OK Customer Since: February 2007 Website: www.bethanynaz.org Informs readers about upcoming services and events Links to more information and registration for events Use email to drive traffic to website Quote: “As a church, our goal is not selling anything or raising revenue, but Constant Contact helps us keep our community of faith informed of up-coming events and news that they wouldn’t know any other way.” -Bob Miller, Communications
  • Pete Peidra is the owner and has grown the business from an in-home personal training business with 2 trainers to 2 2500 sq ft studios, 7 trainers, 2 companies (Xtreme Transformations and Xtreme Boot Camp) and they are now franchising. All of this was over the span of 3 years and they attribute a lot of the growth to using Constant Contact and email marketing. In their industry 250 sessions per month is great…they do 700/mo! Most recently a customer that they haven’t seen in 2 years responded to one of their emails for training. Other successes include sending an email and making $4K in a week. Also their web site stats always spike from 20 to 75 visitors when an email campaign is sent. Their emails primarily consist of training dates, new boot camps, specials and occasionally news. Their list is segmented by regions, barter customers, boot camps, prospects, clients and sign-up sources like trade shows. They send about 2 primary campaigns per month and other announcements/promotions to segments in between. They participate in an event called Suwanee Day and sometimes it takes a year for people they start emailing to finally contact them about training. They track the sources from the mailing list sign-ups to determine which advertising and events to repeat. They layer their marketing with print, email and TV/Radio. They had their sign-up box on every page of their old site but had a new designer create a new sign and the sign-up box was inadvertently removed for almost a year. When they added the sign-up box back their list grew by 4-5 people per day. Their list has grown for 250 – over 2000 since 2006. A good story to share is how they used their email campaigns to get their contacts to vote for them and they won Best of Gwinnett, Best of City Search and Best of Accent Gwinnett due to their campaign efforts. They are also a big user of Survey. They previously used the free version of Zoomerang but found that “having it all in one spot makes a huge difference,” according to Pete.  They use survey for quality control. The invitation states that it will only take 3 minutes and they offer a free gift upon completion. They use it to determine bonuses and raises for their trainers. They have a 95-100% response rate because the clients want to make sure that their trainers get recognized. It also allows the customer to keep up with what they did or didn’t do during the training through the questions about their workout. This also allows them to be more objective about their results being based on their actions or their trainers. Another great story is about when they had to do a data conversion due to a different operating system for their industry software. The old system did not have an export features so they were able to use their Constant Contact data as one spot to hold their data until the new system was up and running. A new idea that they are implementing to increase their subscriber list will be a contest with Sunbelt (large office supply company). When people order $200 or more they are entered in a drawing to win a free boot camp for themselves and their CEO. Also at the end of the quarter a whole office wins an onsite boot camp. They also offer a free boot camp for the City of Suwanee. Yes, this is for anyone in the city that is interested. Individuals must register for their mailing list of course.
  • Pete Peidra is the owner and has grown the business from an in-home personal training business with 2 trainers to 2 2500 sq ft studios, 7 trainers, 2 companies (Xtreme Transformations and Xtreme Boot Camp) and they are now franchising. All of this was over the span of 3 years and they attribute a lot of the growth to using Constant Contact and email marketing. In their industry 250 sessions per month is great…they do 700/mo! Most recently a customer that they haven’t seen in 2 years responded to one of their emails for training. Other successes include sending an email and making $4K in a week. Also their web site stats always spike from 20 to 75 visitors when an email campaign is sent. Their emails primarily consist of training dates, new boot camps, specials and occasionally news. Their list is segmented by regions, barter customers, boot camps, prospects, clients and sign-up sources like trade shows. They send about 2 primary campaigns per month and other announcements/promotions to segments in between. They participate in an event called Suwanee Day and sometimes it takes a year for people they start emailing to finally contact them about training. They track the sources from the mailing list sign-ups to determine which advertising and events to repeat. They layer their marketing with print, email and TV/Radio. They had their sign-up box on every page of their old site but had a new designer create a new sign and the sign-up box was inadvertently removed for almost a year. When they added the sign-up box back their list grew by 4-5 people per day. Their list has grown for 250 – over 2000 since 2006. A good story to share is how they used their email campaigns to get their contacts to vote for them and they won Best of Gwinnett, Best of City Search and Best of Accent Gwinnett due to their campaign efforts. They are also a big user of Survey. They previously used the free version of Zoomerang but found that “having it all in one spot makes a huge difference,” according to Pete.  They use survey for quality control. The invitation states that it will only take 3 minutes and they offer a free gift upon completion. They use it to determine bonuses and raises for their trainers. They have a 95-100% response rate because the clients want to make sure that their trainers get recognized. It also allows the customer to keep up with what they did or didn’t do during the training through the questions about their workout. This also allows them to be more objective about their results being based on their actions or their trainers. Another great story is about when they had to do a data conversion due to a different operating system for their industry software. The old system did not have an export features so they were able to use their Constant Contact data as one spot to hold their data until the new system was up and running. A new idea that they are implementing to increase their subscriber list will be a contest with Sunbelt (large office supply company). When people order $200 or more they are entered in a drawing to win a free boot camp for themselves and their CEO. Also at the end of the quarter a whole office wins an onsite boot camp. They also offer a free boot camp for the City of Suwanee. Yes, this is for anyone in the city that is interested. Individuals must register for their mailing list of course.
  • List Size: 2952 Open Rate: 23.8% Location: Decatur, GA Customer Since: Sept 2005 Website: www.dekalbchamber.org Keeps members & subscribers informed about events with a weekly newsletter. Utilize campaign scheduling to send reminders for seminars and events. Increase their non-dues revenue through paid member advertising opportunities with e-blast sponsorship campaigns and ad space in the weekly newsletter. Offer 3-part series Constant Contact seminars regularly. “ Constant Contact is an invaluable marketing resource for our members. Given the slowing economy, this is a key time for them to invest in tools that will allow them to nurture their current customer relationships. Having Pam available to give seminars and answer questions is an important asset to our community and we’re excited to be working with her.” -Janniece Leonard, Marketing & Communications Manager DeKalb Chamber of Commerce
  • List Size: 950 Open Rate: 43% Location: Marblehead, MA Customer Since: 2005 Website: www.jacktarmarblehead.com A classic New England tavern that specializes in creatively-prepared American fare Relies on email to communicate with customers in a timely, consistent, and personal basis Sends weekly email announcements and/or promotions Started a loyalty program and has grown “Admiral Club” membership to 1,000 (cont.)
  • “ Beat the Clock” emails Order at 5:15 pm, pay $5.15 Order at 6:25 pm, pay $6.25 “ We’ve missed you” emails to Admiral Club members with coupons for 25% off certain menu items Announcements about special events and unique dining opportunities
  • Poem full 2 hours

    1. 1. Copyright © 2012 Constant Contact, Inc. Leveraging Social Media
    2. 2. Your Constant Contact Coach & Connector! Copyright © 2012 Constant Contact, Inc. Paige Cahill Regional Development Director | KS | MO | NE | AR [email_address] facebook.com/SocialPaige @SocialPaige http://www.linkedin.com/in/PaigeCahill www.constantcontact.com/KansasCity Upcoming Seminars Visit: www.constantcontact.com/learning-center Insight Provided by KnowHow
    3. 3. Email Marketing Helps You… Connect, Inform, and Grow <ul><li>This presentation has three parts… </li></ul>Copyright © 2012 Constant Contact, Inc. 1 2 <ul><ul><li>Connecting to build customer relationships </li></ul></ul><ul><ul><li>Informing people who will buy in to your message and share it with others </li></ul></ul>3 <ul><ul><li>Growing your business with engagement marketing </li></ul></ul>
    4. 4. <ul><li>Email Marketing Basics </li></ul>1 CONNECT Section Copyright © 2012 Constant Contact, Inc. <ul><li>Connecting with your customers </li></ul><ul><li>Engaging or helping your customers with ongoing communications </li></ul><ul><li>Using email and social media as components of an ENGAGEMENT marketing </li></ul>
    5. 5. Why Engage? Copyright © 2012 Constant Contact, Inc. Q. Where will the majority of next month’s business come from? A. Existing customers Build Stronger Relationships
    6. 6. Why Engage? Copyright © 2012 Constant Contact, Inc. Q. What is your best source for new business? A. Existing customers Engagement Marketing is using technology to make “it” happen
    7. 7. 3 Steps to Building Relationships <ul><li>Email Marketing + </li></ul><ul><ul><li>Social Media Marketing= </li></ul></ul><ul><ul><ul><ul><ul><li>Engagement Marketing. </li></ul></ul></ul></ul></ul>Copyright © 2012 Constant Contact, Inc. Why? People want to get to…Know, Like, & Trust You. <ul><ul><li>Email Marketing & Social Media Marketing Help You </li></ul></ul><ul><ul><ul><ul><ul><li>Form deeper relationships = </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>More Referrals = </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>More Revenues! </li></ul></ul></ul></ul></ul>
    8. 8. Copyright © 2012 Constant Contact, Inc. Why Email Marketing?
    9. 9. Marketing Today = Building Relationships Social & Email Marketing is Word of Mouth on Steriods!
    10. 10. <ul><li>Time… Money… Energy… Effort </li></ul><ul><li>Takes 7 touches , on average, for a sale to occur </li></ul><ul><ul><li>Some buy right away </li></ul></ul><ul><ul><li>Others research and try </li></ul></ul><ul><ul><li>Some show interest but don’t trust you </li></ul></ul>Acquiring Customers Copyright © 2012 Constant Contact, Inc. 1 2 3 4 5 6 7 $
    11. 11. Keep Customers Coming Back <ul><li>The value of a customer </li></ul><ul><ul><li>You’ve already paid for them </li></ul></ul><ul><ul><ul><li>It’s 6-7 times more expensive to gain a customer than to retain a customer 1 </li></ul></ul></ul><ul><ul><li>They spend more </li></ul></ul><ul><ul><ul><li>Repeat customers spend 67 percent more 2 </li></ul></ul></ul><ul><ul><li>They are your referral engine </li></ul></ul><ul><ul><ul><li>After 10 purchases , a customer has already referred up to 7 people 2 </li></ul></ul></ul>Sources: 1. Flowtown, 2010 2. Bain and Company Copyright © 2012 Constant Contact, Inc.
    12. 12. Why Email? <ul><li>Because almost everyone your business needs to reach reads it: </li></ul><ul><ul><li>94% of Internet users between the ages of 18 and 64 send or read email </li></ul></ul><ul><ul><ul><li>An even higher number of users ages 65 or older do the same </li></ul></ul></ul><ul><ul><li>61% Use a social networking site </li></ul></ul><ul><ul><li>147 million people across the country use email, most use it every day </li></ul></ul>Sources: Pew Internet and American Life Project 2010 Copyright © 2012 Constant Contact, Inc.
    13. 13. Why Email? <ul><li>It’s cost-effective: Direct mail vs. email </li></ul><ul><ul><li>For the same response, direct mail costs 20 TIMES as much as email 1 </li></ul></ul><ul><ul><li>Email ROI is the highest when compared to other internet marketing mediums 2 </li></ul></ul><ul><ul><li>No long turn around times, paper cost, postage cost, delayed delivery times </li></ul></ul>1 Forrester Research, Inc. 2 Direct Marketing Association Copyright © 2012 Constant Contact, Inc.
    14. 14. Copyright © 2012 Constant Contact, Inc. What is Email Marketing?
    15. 15. Email is Email is… Permission Based Marketing SPAM
    16. 16. What is… <ul><li>SPAM is in the “Eyes of the Receiver” </li></ul><ul><ul><ul><li>If They Don’t Know You or Remember You </li></ul></ul></ul><ul><ul><ul><li>If They Don’t Want to Receive Your Emails </li></ul></ul></ul><ul><ul><ul><li>If You Break Your Promise or Over Communicate </li></ul></ul></ul>SPAM Don’t Show Up Uninvited
    17. 17. Email Marketing Is… <ul><ul><li>Delivering professional email communications </li></ul></ul><ul><ul><li>To an interested audience </li></ul></ul><ul><ul><li>Containing information they find valuable </li></ul></ul><ul><ul><li>Educate </li></ul></ul><ul><ul><li>Empower </li></ul></ul><ul><ul><li>Engage </li></ul></ul>Copyright © 2012 Constant Contact, Inc.
    18. 18. Make Email Marketing Easier Yahoo, Outlook, Gmail versus Email Marketing Service Provider Copyright © 2012 Constant Contact, Inc.
    19. 19. Regular Email vs. Email Service Provider <ul><li>Standard email programs (e.g. Outlook, Hotmail) </li></ul><ul><ul><li>Limited # of emails sent at one time </li></ul></ul><ul><ul><li>No formatting control </li></ul></ul><ul><ul><li>List break up more susceptible to filters </li></ul></ul><ul><ul><li>No cohesive branding </li></ul></ul><ul><ul><li>No tracking and reporting of email results </li></ul></ul>Copyright © 2012 Constant Contact, Inc.
    20. 20. Regular Email vs. Email Service Provider <ul><ul><li>Email marketing services automate best practices </li></ul></ul><ul><ul><li>Provide easy-to-use templates </li></ul></ul><ul><ul><li>Look More Professional </li></ul></ul><ul><ul><li>Reinforce brand identity </li></ul></ul><ul><ul><li>Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribers </li></ul></ul><ul><ul><li>Improve email delivery </li></ul></ul><ul><ul><li>Provide Reporting to track results </li></ul></ul><ul><ul><li>Obey SPAM laws </li></ul></ul>Copyright © 2012 Constant Contact, Inc.
    21. 21. Email Service Provider <ul><ul><li>Easy-to-Use professional templates </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Personalize Your Email </li></ul></ul><ul><ul><ul><li>Greeting </li></ul></ul></ul><ul><ul><li>Grow Social </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>& Grow Referrals </li></ul></ul><ul><ul><li>Reporting </li></ul></ul>
    22. 22. Email Service Providers Help You Schedule it & Forget About it! Create & Schedule Your Email to Be Delivered Email Solution Providers Help Schedule Your Email & Save Time…
    23. 23. Care Don’t Share
    24. 24. Email Solutions Providers Help You Get Personal! Email Solution Providers Help You Personalize
    25. 25. Help Get Your Emails Opened! Use a Permission Reminder Copyright © 2012 Constant Contact, Inc.
    26. 26. <ul><li>Building a Quality Email List </li></ul>1 CONNECT Section Copyright © 2012 Constant Contact, Inc. <ul><li>The benefits of permission-based marketing </li></ul><ul><li>Building a valuable contact list </li></ul><ul><li>Keeping your list current </li></ul>
    27. 27. Collect Where You Connect Customer & Prospect Database 1 2 3 4 5 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 Copyright © 2012 Constant Contact, Inc. Incoming or Outgoing Calls Events and Meetings Place of Business Guest Book Guests Online Presence Email Signature K Smitheen
    28. 28. Collect Where You Connect! Join My Mailing Link <ul><li>Sign up for Monthly </li></ul><ul><ul><li>Specials, </li></ul></ul><ul><ul><li>Tips, </li></ul></ul><ul><ul><li>Recipes, </li></ul></ul><ul><ul><li>Events, </li></ul></ul><ul><ul><li>Handyman tips </li></ul></ul><ul><ul><li>Interior decorating </li></ul></ul><ul><ul><li>Lawn care tips </li></ul></ul><ul><ul><li>Money saving ideas </li></ul></ul><ul><ul><li>Craft Ideas </li></ul></ul><ul><ul><li>Time Savers </li></ul></ul><ul><ul><li>Health Tips </li></ul></ul>Website Signup
    29. 29. <ul><li>Creating Valuable Email Content </li></ul>2 INFORM Section Copyright © 2012 Constant Contact, Inc. <ul><li>Determining what is valuable to your audience </li></ul><ul><li>Choosing an effective email format </li></ul><ul><li>Deciding what day and time to send </li></ul>
    30. 30. 1-Have a GOAL? <ul><li>“ I want to…” </li></ul><ul><ul><li>Promote </li></ul></ul><ul><ul><ul><li>Motivate purchases </li></ul></ul></ul><ul><ul><ul><li>Increase event attendance </li></ul></ul></ul><ul><ul><li>Inform </li></ul></ul><ul><ul><ul><li>Inform potential customers </li></ul></ul></ul><ul><ul><ul><li>Differentiate my business </li></ul></ul></ul><ul><ul><ul><li>Help them make the right buying decision </li></ul></ul></ul><ul><ul><li>Relate </li></ul></ul><ul><ul><ul><li>Increase loyalty </li></ul></ul></ul><ul><ul><ul><li>Encourage more referrals </li></ul></ul></ul><ul><ul><ul><li>Thank Your Customers </li></ul></ul></ul>Copyright © 2012 Constant Contact, Inc.
    31. 31. 2-Create a Calendar <ul><ul><li>Create a Marketing Calendar </li></ul></ul><ul><ul><li>Buy 12 Month Calendar </li></ul></ul><ul><ul><li>Highlighter-2 colors </li></ul></ul><ul><ul><ul><li>Highlight Holidays </li></ul></ul></ul><ul><ul><ul><li>Highlight Your Slow or Challenging Times </li></ul></ul></ul><ul><ul><ul><li>Add to the calendar marketing activities you always do like 4 th of July Sale, Christmas open house, New Year New You Event. </li></ul></ul></ul><ul><ul><ul><li>Use Post-It Notes </li></ul></ul></ul><ul><ul><ul><li>Write your marketing ideas on the post-it notes. If you need to move that marketing activity you can. </li></ul></ul></ul>
    32. 32. 3-Craft Up Content <ul><ul><li>Share your expertise </li></ul></ul><ul><ul><li>10 FAQ’s or 10 SAQ’s </li></ul></ul><ul><ul><li>Give guidance & directions </li></ul></ul><ul><ul><li>Offer discounts & coupons </li></ul></ul><ul><ul><li>Exclusivity & VIP status </li></ul></ul><ul><ul><li>Hold contests & giveaways* </li></ul></ul><ul><ul><li>Reward and Thank Your customers </li></ul></ul><ul><ul><li>Before and After stories </li></ul></ul><ul><ul><li>Publish Hints and Tips </li></ul></ul><ul><ul><li>Have customers provide testimonials </li></ul></ul>
    33. 33. 5-Listen, Learn and Earn <ul><ul><li>Help, Empower, Engage, Educate, Ask, Inspire, Prevent…. </li></ul></ul><ul><ul><li>Look to other places for inspiration. </li></ul></ul><ul><ul><ul><li>Your competitors </li></ul></ul></ul><ul><ul><ul><li>Trade resources </li></ul></ul></ul><ul><ul><ul><li>EzineArticles.com </li></ul></ul></ul><ul><ul><ul><li>Social Media Resources-Trend Jacking </li></ul></ul></ul><ul><ul><ul><li>Google Alerts </li></ul></ul></ul><ul><ul><ul><li>Technorati.com </li></ul></ul></ul>
    34. 34. 6-Less is Best! <ul><li>Host large bodies of content… </li></ul><ul><ul><li>On your website </li></ul></ul><ul><ul><li>In a PDF document </li></ul></ul><ul><ul><li>In a longer archived version </li></ul></ul><ul><li>Email only essential information </li></ul><ul><ul><li>Use bullets or summaries </li></ul></ul><ul><ul><li>Link directly to the information </li></ul></ul><ul><ul><li>Give instructions if necessary </li></ul></ul>Sign Up for Monthly Pet Tips
    35. 35. 7-Branding Emails Consistently <ul><li>Use different formats and similar designs… </li></ul><ul><ul><li>Include your logo </li></ul></ul><ul><ul><li>Use consistent colors </li></ul></ul><ul><ul><li>Use meaningful graphics </li></ul></ul><ul><ul><li>Avoid drastic changes </li></ul></ul>Copyright © 2012 Constant Contact, Inc.
    36. 36. 8-Have THREE Calls to Action <ul><li>Calls to Action include… </li></ul><ul><ul><li>Click to Print Your Free Guide </li></ul></ul><ul><ul><li>Call for a FREE Consultation </li></ul></ul><ul><ul><li>Print this Coupon & Save Today </li></ul></ul><ul><ul><li>Reserve Your Spot Today </li></ul></ul><ul><ul><li>Type in this Code to Receive </li></ul></ul><ul><ul><li>Come to the Store & Save </li></ul></ul><ul><ul><li>Bring a Friend </li></ul></ul><ul><ul><li>Share with us your story </li></ul></ul><ul><ul><li>Join us online for more tips </li></ul></ul><ul><li>Describe the immediate benefits… What’s in it for your audience? </li></ul>Copyright © 2012 Constant Contact, Inc.
    37. 37. 2 x 2 x 2 Principle Battle of the Inbox: How to Get Your Emails Opened
    38. 38. 9-Know the 2x2x2 Principle <ul><ul><li>2 Seconds to Decide to Open or Delete an Email </li></ul></ul><ul><ul><li>Look at 2 Things-the FROM and Subject Line </li></ul></ul><ul><ul><li>Look at the First 2 Words of the Subject Line </li></ul></ul><ul><ul><li>2 x 2 x 2 Principle </li></ul></ul>
    39. 39. 10-Focus On From Line <ul><li>The “From” line – </li></ul><ul><ul><li>Do I know you? </li></ul></ul><ul><ul><li>Use a name your audience recognizes </li></ul></ul><ul><ul><ul><li>Include your organization name or brand </li></ul></ul></ul><ul><ul><ul><li>Refer to your business in the same way your audience does </li></ul></ul></ul><ul><ul><ul><li>Be consistent </li></ul></ul></ul>Copyright © 2012 Constant Contact, Inc. Personal and Professional Matt Long [email_address] Joe Hahn Nancy Feldman 60% of consumers say the &quot;from&quot; line most often determines whether they open an email or delete it. Source: DoubleClick
    40. 40. Get Your Email Open- Focus on the From Do They Know You? <ul><li>The “From” line – use a familiar email address </li></ul>[email_address] Katejohnsonl@verizon,net Copyright © 2012 Constant Contact, Inc. <ul><li>Some email programs display From name + email </li></ul><ul><li>Some email programs display only From email </li></ul>
    41. 41. 11-Create a Great Subject Line <ul><li>The “Subject” line – do I care ? </li></ul><ul><ul><li>Keep it short and simple </li></ul></ul><ul><ul><li>30-40 characters including spaces (5-8 words) </li></ul></ul><ul><ul><ul><li>Incorporate the immediate benefit of opening the email </li></ul></ul></ul><ul><ul><li>Capitalize and punctuate carefully </li></ul></ul><ul><ul><li>Avoid copying the techniques inherent in spam emails </li></ul></ul>Copyright © 2012 Constant Contact, Inc. Matt Long [email_address] Joe Hahn Nancy Feldman 30% of consumers say the “subject&quot; line most often determines whether they open an email or delete it. Source: DoubleClick Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t. -Worldata, 2011
    42. 42. Subject Lines- Bad & Better <ul><ul><li>Insurance Update </li></ul></ul><ul><ul><ul><li>#1 Cause for Fires in Your Home </li></ul></ul></ul><ul><ul><li>We Need Donations & Help </li></ul></ul><ul><ul><ul><li>Fed 500 families in October –Thank You </li></ul></ul></ul><ul><ul><li>Weekly Arrival </li></ul></ul><ul><ul><ul><li>#1 Customer Pick: Caviar in a Tube- Limited Supply </li></ul></ul></ul>
    43. 43. 11-Avoiding “Spam-speak” <ul><li>The words: free, guarantee, spam, credit card etc. </li></ul><ul><li>ALL CAPITAL LETTERS </li></ul><ul><li>Excessive punctuation !!!, ??? </li></ul><ul><li>Excessive use of “click here” </li></ul><ul><li>$$, and other symbols </li></ul><ul><li>No “From:” address </li></ul><ul><li>Misleading subject lines </li></ul>SPAM Copyright © 2012 Constant Contact, Inc. Example: Typical spam “From” and “Subject” lines
    44. 44. <ul><li>Increasing Email Click-Through and Response Rates </li></ul>3 GROW Section Copyright © 2012 Constant Contact, Inc. <ul><li>Tracking and improving email delivery </li></ul><ul><li>Increasing opens, clicks, and forwards </li></ul><ul><li>Reducing unsubscribe requests </li></ul>
    45. 45. Copyright © 2008 Constant Contact, Inc. Email Tracking Code ESP Interaction + 12-Measure and Evaluate Ski Resorts Cruise VIP Special for Holiday
    46. 46. Bounces Overloading Your Inbox? Copyright © 2012 Constant Contact, Inc. Email Client Constant Contact Reporting Page
    47. 47. Capitalize on Click-Throughs <ul><li>Use click tracking to determine: </li></ul><ul><li>Audience interests </li></ul><ul><ul><li>Clicks tell you what topics were interesting </li></ul></ul><ul><ul><li>Save clickers in an interest list for targeted follow up </li></ul></ul><ul><li>Goal achievement </li></ul><ul><ul><li>Use links to drive traffic toward conversion </li></ul></ul><ul><ul><li>Compare clicks to conversions and improve </li></ul></ul>Copyright © 2012 Constant Contact, Inc. Reporting Page
    48. 48. 13-Use Links to Learn & Earn <ul><li>Learn from your audience…Listen, Learn & Earn </li></ul><ul><li>See what they are clicking on </li></ul><ul><li>Save the List and start creating more results with targeted lists </li></ul>Click Through Rates Links http://www.Cruises http://www.skiResorts.com 2000 650
    49. 49. 14-Analyze “Open” Rates <ul><li>Use open tracking to spot trends </li></ul><ul><li>Open rates trending down-Red Flag </li></ul><ul><ul><li>Test & Tweak </li></ul></ul><ul><ul><li>Test Different Time, Day, Subject Line </li></ul></ul><ul><ul><li>Do A B Testing </li></ul></ul><ul><ul><li>Open Rate is Trending Up </li></ul></ul><ul><ul><li>Key in on good open rates Time, Day, Subject Line, </li></ul></ul>Copyright © 2012 Constant Contact, Inc. Reporting Page
    50. 50. 15-Take the Next Step FREE 60-day trial for Email, Survey, Social Campaigns, or Event Marketing No risk, no credit card required. Get coaching and support, grow our email lists, access to over 400+ templates, and measure and track results Free 60-Day Trial Toll Free: 866-876-8464 Need FREE Help 866-876-8464 Attend More Seminars Like a Getting Started Seminar Get a demonstration of Email Marketing in action. See how easy it is to create an email, manage contacts, track results, as well as send your email, and extend its social reach. View our Tutorials, Guides and Webinars” Learn more about how professional Email Marketing Newsletters and Communications can help you build relationships and grow your business. Attend a Seminar FREE 60-Day Trial FREE Tutorials, Webinars, & Guides Copyright © 2012 Constant Contact, Inc. ContantContact.com/KansasCity constantcontact.com/ learning-center FREE! FREE! FREE!
    51. 51. Need Help Call 1-866-289-2101 Copyright © 2012 Constant Contact, Inc. Paige Cahill Regional Development Director | KS | MO | NE | AR [email_address] facebook.com/SocialPaige @SocialPaige http://www.linkedin.com/in/PaigeCahill www.constantcontact.com/KansasCity Upcoming Seminars Visit: www.constantcontact.com/learning-center Insight Provided by KnowHow
    52. 52. Grow Your Social with Email <ul><li>Let Your Customers Help You Go Social with Email Marketing. </li></ul>
    53. 53. Make Connections <ul><li>Create an Email Campaign </li></ul><ul><li>GROW Your Social Networks </li></ul><ul><li>Learn Where Customers Are hanging out </li></ul>
    54. 54. Where Are My Customers? Click Through Rates Links Join me on Facebook Join me on LinkedIn Join me on Twitter Email Marketing Seminars Kansas City Seminars Email Reports Find Them!
    55. 55. Promote Your Social Channels
    56. 56. Grow Your Social Share Bar
    57. 57. Let Your Customers Grow Your Social Share Bar
    58. 58. Email Goes Social
    59. 59. Repurpose Your Content CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. Share Your Email On Your Social Channels
    60. 60. Sharing On Social-Twitter Example of a Newsletter Tweet from Constant Contact Link to Your E-Newsletter
    61. 61. Extend Your Reach Copyright © 2012 Constant Contact, Inc. Social Stats shows “Shares” and “Likes” for Shared Email Campaigns
    62. 62. Copyright © 2012 Constant Contact, Inc. Examples and Case Studies
    63. 64. Text Up Pictures
    64. 65. You are receiving this email by request as a valued Dillard's email subscriber! If you have trouble viewing this email, follow this link. Dillards.com | Store Locator | Credit Services | Privacy Policy | Contact Us | Unsubscribe New to Dillard's email? Please join our e-mail list. Questions or Comments? Please do not reply to this email. This is an advertisement from: Dillard's, Inc. 1600 Cantrell, Little Rock, AR 72201 You are currently subscribed as: [email_address] . You received this message because you have opted in for Dillard's promotional emails. You may change your email address or unsubscribe at anytime.
    65. 66. Don’t Put Your Cash in the Trash Balance Text & Graphics
    66. 67. Preview Pane Text and Graphics <ul><li>Suggestions </li></ul><ul><li>Company </li></ul><ul><li>Address </li></ul><ul><li>Hours </li></ul><ul><li>Phone </li></ul><ul><li>Website </li></ul><ul><li>Social links </li></ul><ul><li>Forward to a friend </li></ul><ul><li>Sign Up for Upcoming Events and Specials </li></ul>
    67. 68. Remind & Brand
    68. 69. Inform & Educate
    69. 70. Engage & Educate
    70. 71. Reward, Thank, & Ask
    71. 72. Promote
    72. 73. Customer Spotlight: Atlas Travel <ul><li>List Size : 1,558 </li></ul><ul><li>Open Rate: 26% </li></ul><ul><li>Location: Milford, MA </li></ul><ul><li>Customer Since: June 2002 </li></ul><ul><li>Website: www.atlastravel.com </li></ul><ul><ul><li>Different departments use custom templates to maintain brand </li></ul></ul><ul><ul><li>Sign up box on website and in emails </li></ul></ul><ul><ul><li>Segments contacts to market content to specific audience </li></ul></ul><ul><ul><li>“ With Constant Contact, I can turn over the process of &quot;list management&quot; and email broadcast campaigns to non-technical staff which frees me up to focus on my tasks at hand.” </li></ul></ul><ul><ul><li>Rock Blanco, Chief Technology Officer </li></ul></ul>Copyright © 2012 Constant Contact, Inc.
    73. 74. Customer Spotlight: Bethany First Church of the Nazarene <ul><li>List Size : 1354 </li></ul><ul><li>Open Rate: 51% </li></ul><ul><li>Location: Bethany, OK </li></ul><ul><li>Customer Since: February 2007 </li></ul><ul><li>Website: www.bethanynaz.org </li></ul><ul><ul><li>Informs readers about upcoming services and events </li></ul></ul><ul><ul><li>Links to more information and registration for events </li></ul></ul><ul><ul><li>Use email to drive traffic to website </li></ul></ul><ul><ul><li>“ As a church, our goal is not selling anything or raising revenue, but Constant Contact helps us keep our community of faith informed of up-coming events and news that they wouldn’t know any other way. ” </li></ul></ul><ul><ul><li>Bob Miller, Communications </li></ul></ul>Copyright © 2012 Constant Contact, Inc.
    74. 75. <ul><li>List Size : 2136 </li></ul><ul><li>Open Rate: 30.1% </li></ul><ul><li>Location: Suwanee, GA </li></ul><ul><li>Customer Since: May 2005 </li></ul><ul><li>Website: www.XtremeTransformationsPT.com </li></ul><ul><li>Announce training dates and special offers. </li></ul><ul><li>Track sources from sign-ups and review reports to determine what advertisements to repeat </li></ul><ul><li>Use results from 3 minute customer satisfaction surveys for quality control to determine bonuses and raises for trainers </li></ul><ul><li>Website statistics spike from 20 to 75 visitors when email campaigns are sent </li></ul><ul><li>In 3 years, grown from in-home personal training with 2 trainers to 2 studios, franchise locations, 7 trainers and 2 companies, XtremeTransformations & Xtreme Bootcamp </li></ul>Customer Spotlight: Xtreme Transformations “ Constant Contact Email Marketing and Survey products are the best bang for the buck…by far.” Pete Peidra, CPT, AFTA, Certified Personal Trainer Copyright © 2012 Constant Contact, Inc.
    75. 76. Customer Spotlight: The Parks Image Group, Inc. <ul><li>List Size : 1016 </li></ul><ul><li>Open Rate: 42.3% </li></ul><ul><li>Location: Atlanta, GA </li></ul><ul><li>Customer Since: April 2006 </li></ul><ul><li>Website: www.TheParksImageGroup.com </li></ul><ul><li>Update of current activities. </li></ul><ul><li>Tips on current fashion trends. </li></ul><ul><li>Etiquette tips & Book suggestions </li></ul><ul><li>Tips and articles for Men </li></ul><ul><li>Articles on topics related to the current season and related products of interest. </li></ul>Copyright © 2012 Constant Contact, Inc.
    76. 77. Customer Spotlight: Bella Web Design, Inc. <ul><li>List Size : 207 </li></ul><ul><li>Open Rate: 50.1% </li></ul><ul><li>Location: Marietta, GA </li></ul><ul><li>Customer and Business Partner Since: 10/06 </li></ul><ul><li>Website: www.bellawebdesign.com </li></ul><ul><li>Send quarterly emails to announce new clients and services </li></ul><ul><li>Uses website sign-up box to increase list size </li></ul><ul><li>Includes links to current projects and business tips </li></ul>“ Constant Contact has been crucial in communicating with more than 200 clients. We used to use Outlook but could only send 25 at a time and the graphics were unprofessional. Constant Contact raised our customer awareness of our services and has given us a very professional look which comes through with each email we send. It keeps us at the top of our customer’s thoughts when they need online marketing assistance.” Desiree C. Scales, CEO Copyright © 2012 Constant Contact, Inc.
    77. 78. <ul><li>List Size: 2952 </li></ul><ul><li>Open Rate: 23.8% </li></ul><ul><li>Location: Decatur, GA </li></ul><ul><li>Customer Since: Sept 2005 </li></ul><ul><li>Website: www.dekalbchamber.org </li></ul><ul><li>Keeps members & subscribers informed about events with a weekly newsletter </li></ul><ul><li>Utilize campaign scheduling to send reminders for seminars and events </li></ul><ul><li>Increase their non-dues revenue through paid member advertising opportunities with e-blast sponsorship campaigns and ad space in the weekly newsletter </li></ul><ul><li>Offer 3-part series Constant Contact seminars regularly </li></ul>“ Constant Contact is an invaluable marketing resource for our members. Given the slowing economy, this is a key time for them to invest in tools that will allow them to nurture their current customer relationships. Having Pam available to give seminars and answer questions is an important asset to our community and we’re excited to be working with her.” Janniece Leonard, Marketing & Communications Manager DeKalb Chamber of Commerce Chamber of Commerce Partner Spotlight: DeKalb Chamber of Commerce Copyright © 2012 Constant Contact, Inc.
    78. 79. Case Study: Jack-Tar American Tavern <ul><li>List Size: 950 </li></ul><ul><li>Open Rate: 43% </li></ul><ul><li>Location: Marblehead, MA </li></ul><ul><li>Customer Since: 2005 </li></ul><ul><li>Website: www.jacktarmarblehead.com </li></ul><ul><li>A classic New England tavern that specializes in creatively-prepared American fare </li></ul><ul><li>Relies on email to communicate with customers in a timely, consistent, and personal basis </li></ul><ul><li>Sends weekly email announcements and/or promotions </li></ul><ul><li>Started a loyalty program and has grown “Admiral Club” membership to 1,000 </li></ul>Copyright © 2012 Constant Contact, Inc.
    79. 80. What Creative Promotions Do They Use? <ul><li>“ Beat the Clock” emails </li></ul><ul><ul><li>Order at 5:15 pm, pay $5.15 </li></ul></ul><ul><ul><li>Order at 6:25 pm, pay $6.25 </li></ul></ul><ul><li>“ We’ve missed you” emails to Admiral Club members with coupons for 25% off certain menu items </li></ul><ul><li>Announcements about special events and unique dining opportunities </li></ul>Copyright © 2012 Constant Contact, Inc.

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