The Power of Email Marketing
Upcoming SlideShare
Loading in...5
×
 

The Power of Email Marketing

on

  • 1,745 views

Zak Barron, Regional Development Director, gave this presentation at the 2012 Utah Rural Business Conference in Richfield, Utah.

Zak Barron, Regional Development Director, gave this presentation at the 2012 Utah Rural Business Conference in Richfield, Utah.

Statistics

Views

Total Views
1,745
Views on SlideShare
1,129
Embed Views
616

Actions

Likes
1
Downloads
16
Comments
0

3 Embeds 616

http://blog.broadband.utah.gov 593
http://localhost 20
http://utahbroadband.wordpress.com 3

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    The Power of Email Marketing The Power of Email Marketing Presentation Transcript

    • Copyright © 2012 Constant Contact, Inc.
    • Contact InformationZak BarronRegional Development Director | Mountain States zbarron@constantcontact.com facebook.com/CTCTzbarron @zbarron http://www.linkedin.com/zbarron Upcoming Seminars www.constantcontact.com/colorado Insight Provided by KnowHow Visit: www.constantcontact.com/learning-centerCopyright © 2011 Constant Contact, Inc. 2
    • IntroductionThis presentation has three parts Connecting to build 1 customer relationships Informing people who 2 will buy in to your message and share it with others 3 Growing your business with engagement marketingCopyright © 2012 Constant Contact, Inc. 3
    • Section1 CONNECTEmail Marketing Basics Connecting with your customers Engaging in profitable customer communications Using email and social media as components of an engagement marketing strategyCopyright © 2012 Constant Contact, Inc. 4
    • Why Engage?Q. Where will the majority of next month’s business come from?A. Existing customersCopyright © 2012 Constant Contact, Inc. 5
    • Why Engage?Q. What is your best source for new business?A. Existing customers Engagement Marketing is using technology to make “it” happenCopyright © 2012 Constant Contact, Inc. 6
    • 3 Steps to Building Relationships Email marketing Trusting relationships Early relationships Encourage broader relationships through SMM Friends Customers Social media marketing New relationships New prospects Followers Encourage deeper relationships through EM Friends You Prospects Followers Step 1: Step 2: Step 3: Great customer Connections that enable Content that engages experience ongoing dialog and spreadsCopyright © 2012 Constant Contact, Inc. 7
    • Marketing Today = BuildingRelationships
    • Five Types of PeopleRaving Fans Customers Prospects Suspects Disinterested Copyright © 2012 Constant Contact, Inc. 9
    • 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 © 2012 Constant Contact, Inc. 10
    • 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 © 2012 Constant Contact, Inc. 11
    • Why Email? Because almost everyone your business needs to reach reads it: 94% of Internet users between the ages of 18 and 64 send or read email An even higher number of users ages 65 or older do the same 61% Use a social networking site 147 million people across the country use email, most use it every daySources: Pew Internet andAmerican Life Project 2010Copyright © 2012 Constant Contact, Inc. 12
    • Why Email? It’s cost-effective: Direct mail vs. email For the same response, direct mail costs 20 TIMES as much as email 1 Email ROI is the highest when compared to other internet marketing mediums 21 Forrester Research, Inc.2 Direct Marketing AssociationCopyright © 2012 Constant Contact, Inc. 13
    • Email Marketing Is Not Junk email Unsolicited and unwanted email SPAM Email from an unknown sender Dubious opt-out (if any)Copyright © 2012 Constant Contact, Inc. 14
    • Email Marketing Is Delivering professional email communications To an interested audience Containing information they find valuableCopyright © 2012 Constant Contact, Inc. 15
    • 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 © 2012 Constant Contact, Inc. 16
    • 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 © 2012 Constant Contact, Inc. 17
    • 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 © 2012 Constant Contact, Inc. 18
    • Email Basics ChecklistAsk yourself before you begin email marketing Do repeat and referral customers help your business? Do you have a plan for delivering multiple communications? Is your audience interested in your message? Is it valuable to them? Can you make your emails look professional and reflect your brand? Do you have an Email Service Provider to help manage your strategy?Copyright © 2012 Constant Contact, Inc. 19
    • Section1 CONNECT Building a Quality Email List The benefits of permission- based marketing Building a valuable contact list Keeping your list currentCopyright © 2012 Constant Contact, Inc.
    • Consumers Define SpamCopyright © 2012 Constant Contact, Inc. 21
    • 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 © 2012 Constant Contact, Inc. 22
    • 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 © 2012 Constant Contact, Inc. 23
    • Collecting Information andPermission Include your logo and brand identity Describe your email content and how often you’ll be sending Ask about your customers’ interests C o n s i d e r to stay relevant a s k i n g f o r y o u r a u d i e n c e ’ s p r e f e r r e d s o c i a l Ask for additional n e t w o r k . contact information when necessaryCopyright © 2012 Constant Contact, Inc. 24
    • Sending a Welcome Email Include your logo and brand identity Personalize your message Reinforce permission and ability to change preferencesCopyright © 2012 Constant Contact, Inc. 25
    • Sending a Welcome Email Include your logo and brand identity Ask for explicit Response Necessary to Complete Subscription confirmation Include a confirmation linkCopyright © 2012 Constant Contact, Inc. 26
    • Using a Permission ReminderCopyright © 2012 Constant Contact, Inc. 27
    • Keeping Your List Current Include your logo and brand identity Provide a link so subscribers can update contact info Ask for feedback Include links to your social sitesCopyright © 2012 Constant Contact, Inc. 28
    • List Building and PermissionChecklistAsk yourself as you build your list Are you collecting contact information at every customer touch point, including social media? Are you asking for permission as well as contact information? Are you clearly describing your email frequency and content? Are you sending a welcome email or a confirmation email, especially to those who have joined your list via social media? Are you using permission and subscription reminders to stay current?Copyright © 2012 Constant Contact, Inc. 29
    • Section2 INFORMCreating Valuable Email Content Determining what is valuable to your audience Choosing an effective email format Deciding what day and time to sendCopyright © 2012 Constant Contact, Inc.
    • 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 © 2012 Constant Contact, Inc. 31
    • 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 © 2012 Constant Contact, Inc. 32
    • 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 © 2012 Constant Contact, Inc. 33
    • Keeping Email Content Concise Host large bodies of content Come with Parker Travel Adventure On your website Group and meet fellow travel enthusiasts near you. Join us for our annual rafting trip August 23 _ 26, In a PDF document starting at the base of Glen Canyon. There are still six spaces available for anyone interested in joining the group. In a longer archived version Complete package start $399 with flights from New York and Boston. Email only essential information Use bullets or summaries Link directly to the information Give instructions if necessary Repurpose content sound bytes for Social Media Drive social content back to Email Archive or WebsiteCopyright © 2012 Constant Contact, Inc. 34
    • 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 © 2012 Constant Contact, Inc. 35
    • Branding Emails Consistently Use different formats and similar designs Include your logo Use consistent colors Use meaningful graphics Avoid drastic changesCopyright © 2012 Constant Contact, Inc. 36
    • 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 © 2012 Constant Contact, Inc. 37
    • 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 © 2012 Constant Contact, Inc. 38
    • Email Content ChecklistAsk yourself as you create content Are you trying to promote, inform, or relate? What is your audience interested in? Is your email format branded and supportive of your message? Is your email concise and does it include a strong call to action? Does your content match your frequency and timing? Are you consistently repurposing valuable content on social channels and investing time to engage and respond?Copyright © 2012 Constant Contact, Inc. 39
    • Section2 INFORM Getting Email Delivered and Read Email filters and other delivery challenges Creating email from and subject lines Using technology to deliver your emailCopyright © 2012 Constant Contact, Inc.
    • Is Your Email Fabulous or Filtered? ESP Email Authenticated AOL MSN Yahoo other ISPsDeliverability issues:Image blocking Block-listing Filtering & Blocking (Avg 81% delivered –Individual filters Friends-listing CTCT 97%**)Bouncing ReputationChallenge responses Sender authentication EmailBlocking Spam **Return Path verified Copyright © 2012 Constant Contact, Inc. 41
    • 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 © 2012 Constant Contact, Inc. 42
    • Match “From” Line and“From” Email Address The “From” line – use a familiar email address Some email programs display From name + email Some email programs display only From email Jeffsmall@aol.com Katejohnsonl@verizon,netCopyright © 2012 Constant Contact, Inc. 43
    • 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 Nancy Feldman Capitalize and punctuate carefully 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 © 2012 Constant Contact, Inc. 44
    • 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 © 2012 Constant Contact, Inc. 45
    • 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 © 2012 Constant Contact, Inc. 46
    • Tweet and Share your Email Tweet a link to your email automatically47
    • Email Delivery ChecklistAsk yourself before you send your message Are your images working together with text to identify your email? Are you avoiding spam-like content in your emails? Is your Email Service Provider authenticating your email? Is your From line familiar and are you using a familiar email address? Does your Subject line include the immediate benefits of your email? Have you extended the reach of your email by making it sharable?Copyright © 2012 Constant Contact, Inc. 48
    • Section3 GROWIncreasing Email Click-Throughand Response Rates Tracking and improving email delivery Increasing opens, clicks, and forwards Reducing unsubscribe requestsCopyright © 2012 Constant Contact, Inc.
    • Tracking and ReportingEmail ClientConstant Contact Reporting PageCopyright © 2012 Constant Contact, Inc. 50
    • Measure Increases in OverallReach Social Stats shows “Shares” and “Likes” for Shared Email CampaignsCopyright © 2012 Constant Contact, Inc. 51
    • Deal with Bounced &Blocked Email Non-existent address Check for obvious misspellings Bounce Management Try to obtain a new address Undeliverable/mailbox full/ email blocked Try re-sending later Correct temporary issues Obtain a new address if a recurring issue is presentCopyright © 2012 Constant Contact, Inc. 52
    • 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 © 2012 Constant Contact, Inc. 53
    • 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 © 2012 Constant Contact, Inc. 54
    • 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 © 2012 Constant Contact, Inc. 55
    • Understand Unsubscribe Requests An unsubscribe request happens when your subscriber no longer wants to receive your emails Offer your subscribers permanent list removal Best practice is automatic removal with an unsubscribe linkCopyright © 2012 Constant Contact, Inc. 56
    • Reduce Unsubscribe Requests Why do people unsubscribe? Over-communication Irrelevant content Poor targeting Enable your audience to leave comments when unsubscribing from your list Take action on feedbackCopyright © 2012 Constant Contact, Inc. 57
    • Email Tracking and ResponseChecklistAsk yourself after you send Are there any bounced or blocked emails that require attention? Is your open rate trending upward or downward? Are you measuring your increase in overall reach, including social networks? Did your audience take action on your email by clicking through or forwarding your email? What were they interested in? Are you encouraging online reviews by these customers? Did anyone unsubscribe from your list? Did they give you actionable feedback? Did you identify any areas for improvement so your next email is more targeted and more effective?Copyright © 2012 Constant Contact, Inc. 58
    • 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 © 2012 Constant Contact, Inc.
    • Contact InformationZak BarronRegional Development Director | Mountain States zbarron@constantcontact.com facebook.com/CTCTzbarron @zbarron http://www.linkedin.com/zbarron Upcoming Seminars www.constantcontact.com/colorado Insight Provided by KnowHow Visit: www.constantcontact.com/learning-centerCopyright © 2011 Constant Contact, Inc. 60
    • Customer Spotlight: Atlas TravelList Size: 1,558Open Rate: 26%Location: Milford, MACustomer Since: June 2002Website: 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 “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 OfficerCopyright © 2011 Constant Contact, Inc. 61
    • Customer Spotlight:Bethany First Church of the Nazarene 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 “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 Copyright © 2011 Constant Contact, Inc. 62
    • Customer Spotlight:Xtreme Transformations List Size: 2136 Open Rate: 30.1% Location: Suwanee, GA Customer Since: May 2005 Website: www.XtremeTransformationsPT.com Announce training dates and special offers. Track sources from sign-ups and review reports to determine what advertisements to repeat Use results from 3 minute customer satisfaction surveys for quality control to determine bonuses and raises for trainers Website statistics spike from 20 to 75 visitors when email campaigns are sent 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 “Constant Contact Email Marketing and Survey products are the best bang for the buck by far.” Pete Peidra, CPT, AFTA, Certified Personal Trainer Copyright © 2011 Constant Contact, Inc. 63
    • Customer Spotlight:The Parks Image Group, Inc.List Size: 1016Open Rate: 42.3%Location: Atlanta, GACustomer Since: April 2006Website: www.TheParksImageGroup.com Update of current activities. Tips on current fashion trends. Etiquette tips & Book suggestions Tips and articles for Men Articles on topics related to the current season and related products of interest.Copyright © 2011 Constant Contact, Inc. 64
    • Customer Spotlight:Bella Web Design, Inc.List Size: 207Open Rate: 50.1%Location: Marietta, GACustomer and Business Partner Since: 10/06Website: www.bellawebdesign.com Send quarterly emails to announce new clients and services Uses website sign-up box to increase list size Includes links to current projects and business tips “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, CEOCopyright © 2011 Constant Contact, Inc. 65
    • Chamber of Commerce Partner Spotlight:DeKalb Chamber of CommerceList Size: 2952Open Rate: 23.8%Location: Decatur, GACustomer Since: Sept 2005Website: 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 toolsthat will allow them to nurture their current customer relationships. HavingPam available to give seminars and answer questions is an importantasset to our community and we’re excited to be working with her.” Janniece Leonard, Marketing & Communications Manager DeKalb Chamber of CommerceCopyright © 2011 Constant Contact, Inc. 66
    • Case Study:Jack-Tar American TavernList Size: 950Open Rate: 43%Location: Marblehead, MACustomer Since: 2005Website: 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 1,000Copyright © 2011 Constant Contact, Inc. 67
    • What Creative Promotions Do TheyUse? “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 opportunitiesCopyright © 2011 Constant Contact, Inc. 68