Campaigns That Drive Action: Email Marketing for Success!
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At the heart of small business marketing are the campaigns that drive action – collections of marketing activities that help a small business or organization to achieve its goals and objectives. Newsletters and Announcements have become a core component of those campaign choices. Email is more important than ever – to the communication efforts of businesses and nonprofits everywhere; and to the customer, donor, client or supporter of those organizations. This session will reveal some simple but effective best practices and considerations for the small business or nonprofit seeking to make their email newsletters more effective. Attendees of this presentation will learn: The different types of newsletters What to write about in your newsletter or announcement and how to consider using images Subject line best practices, and when to send your newsletter The importance of understanding how connected email and social media are…they have to be done together What types of additional tools might be useful Learn some great new strategies to help your email and social media efforts be more effective components of one of the core campaign types, newsletters and announcements.
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Campaigns That Drive Action: Email Marketing for Success!
- 1. Halfmoon YogaHalfmoon Yoga B•B•Q Campaigns That Drive Action: Email Marketing for Success! Featuring email and social engagement. © 2014
- 2. Chief Creative Officer 2 YOUR SOCIAL MEDIA MENTOR Vanessa Cabrera yoursocialmediamentor@gmail.com facebook.com/yoursocialmediamentor @vanessacabrera linkedin.com/in/vanessacabrera
- 3. 3 Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Events & Registrations Offers & Promotions Newsletters & Announcements Feedback & Surveys
- 4. 4 Agenda What are campaigns, newsletters? Email Email + Social: you have to use both! Next Steps
- 5. Campaigns & Newsletters | Email | Email + Social | Next Steps
- 6. 6 marketing Campaigns & Newsletters At its core, marketing is about eliciting a physical and measureable response
- 7. pull response 7 Campaigns & Newsletters What is a campaign? push content
- 8. 8 Campaigns & Newsletters What is a newsletter?
- 9. 9 Campaigns & Newsletters Different types of newsletters Newsletters Keep your audience in- the-know Card or announcement WOW! Custom code email 101001 Business letter Press release
- 10. Campaigns & Newsletters | Email | Email + Social | What’s Next?
- 11. 11 What you know that they don’t What you have access to that they don’t “Original” isn’t required… just be interesting and relevant Email What do I write about?
- 12. 12 Email How much is enough? Focus. Less is more. ? 51% November 2013
- 13. 13 Email A picture is worth...
- 14. 14 Email A picture is worth... Pictures get 47% more click-through activity than content without images, but… …don’t over-rely on images! Be sure to use text labels in case images aren’t displayed by the recipient’s mail program. Remember: your content is viewed on mobile devices… A picture is worth...
- 17. Who is it “from?” What’s the “subject?” When do you send your communication? Email Now, later or never Three little words that rule your world
- 18. 20 Email Who is it from? Winning the battle of priorities How will you be most recognizable?
- 19. Email Subject line Winning the battle of priorities SECONDS WORDS TODAY
- 20. 24 Email Winning the battle of priorities 4 NEW craft beers just arrived. Oktoberfest is here! Joe’s Pet Store Newsletter ALERT: Help your dog beat the heat! Children’s Classes Limited spaces available for children’s classes. October Newsletter
- 21. 25 Monthly is most common Ask yourself: “When are my readers likely to take the action I want?” Email When to send
- 22. 26 Email Find your best day Send your e-mail, watch for best response Select 3 days in the week to test Divide your list into 3 groups of people 1 2 3
- 23. 27 Email Find your best time Select 3 times on the day with the best results Use same 3 groups of people Send email at 3 different times of day, note time with best results 1 2 3
- 24. 28 Email When to send or post Do not be romanced by a high open rate – measure actions!
- 25. 29 67% don’t see images by default Text links get more clicks than buttons Place your logo left or center in email Email Practical advice
- 26. 30 Key action must be above scroll line Do not give too many choices Make all images clickable (and with text labels) Email Practical advice (and on your mobile device)Test it on yourself!
- 27. Campaigns & Newsletters | Email | Email + Social | Next Steps
- 28. 32 Email + Social Then vs. now Social media marketing for small businesses source: Constant Contact Small Businesses Then & Now study % of small businesses using social media marketing 10% 2008
- 29. 33 Email + Social Then vs. now Social media marketing for small businesses source: Constant Contact Small Businesses Then & Now study % of small businesses using social media marketing 87% 2013
- 30. Email + Social It influences decisions 74% Rely on social networks to guide purchase decisions source: Fedelta 55% Share purchases on social networks source: Fedelta 68% Learn more about a charity if they see a friend posting about it source: MDG Advertising
- 31. 35 Email + Social Email & Social You have to use both Drive traffic back to your list, email, etc... Amplify your email
- 32. 36 Email + Social Email + Social
- 33. 37 Email + Social Email + Social
- 34. 38 Email + Social Email + Social
- 35. Campaigns & Newsletters | Email | Email + Social | Next Steps
- 36. 40 Next Steps Tools to expand your reach Simple Share tool
- 37. 41 Next Steps Tools to expand your reach Social media buttons
- 38. 42 At register With the check at end of the meal On registration forms Next Steps Tools to expand your reach Offline
- 39. 43 Web sign-up tool (app for website, Facebook, etc) Next Steps Tools to expand your list Online
- 40. 44 Next Steps Tools to expand your list Text to Join™ from Constant Contact TXT Scan to Join™ from Constant Contact
- 41. 45 Next Steps Tools to expand your list Apps
- 42. Save big with exclusive Moran Family of Brands benefits from Constant Contact To sign up and save today, visit: http://moranbrands.constantcontact.com Price plans based on your list size, starting as low as $15 monthly… Moran Brands discount: 10% off monthly!
- 43. SPECIAL OFFER! To enter to win, sign up at the link below and send an email by August 31! http://moranbrands.constantcontact.com Set up your account and send an email campaign by August 31, 2014 and enter to win a free year of MarketMeSuite – a platform to easily manage your social media marketing! Plus, access to free coaching from MarketMeSuite.
Editor's Notes
- [these all build automatically after first click…speaker can choose to highlight one or two, or all, or different ones if wanted] Source for 67%: Jeanne Jennings, Marketing Sherpa: “Preview Panes, Image Blocking and My Pitch to Have Microsoft Outlook Turn Images on by Default,” June 2010 This slide is a great one to refer back to after you’ve left the class today, almost like a checklist for your email marketing – it’s just some simple, practical advice for getting better response in your emails. I’ll go through them quickly. Many people do not see pictures in their emails, and text links get more clicks than a beautiful button -- probably because of that 67% stat. Make sure your logo is left or center, not right – because people often see email in small windows that eclipse the right side, and make sure your company name is in text near the top. If your name is only in a graphic of your logo, all those people with no pictures will not realize the message is from you at first glance. The action you want people to take should be above the scroll line – most people do not scroll, and do not give too many choices, one or two at most. People do not have time to window shop and make decisions in your email. If you want them to take action, reduce the number of choices. Make sure all of your pictures are clickable, this is easy to do with our tools and test your message on yourself, send it to yourself and if you can, test it on your cell phone or iPad too, just to know it looks good for everyone. I’ve said it a few times already…be sure to test your newsletters on yourself. Tools like Constant Contact make it easy to send a test email to yourself or someone else so you can view it on a desktop, on your mobile phone… [Speaker: you could pause here and ask the audience for other tried-and-true tips that they follow. If you hear something new or creative, share it with your fellow speakers and the folks building the content!]