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Email Marketing Best Practices
Get Results – Drive Business
Copyright © 2013 Constant Contact Inc.
Hello!
Here’s my contact info – let’s connect
Vanessa Cabrera
Chief Creative Officer
Your Social Media Mentor, Inc.
www.yo...
Email Marketing Basics
Increasing Your Open Rate
Building a Quality Email List
When to Send
Copyright © 2013 Constant Cont...
Key #
Increase Your
1 Open Rate
Copyright © 2013 Constant Contact, Inc.
Getting Email Opened
The “From” line
Use a name your audience
recognizes
Include your organization
name or brand
Refer to ...
Getting Email Opened
The “From” line - use a familiar email address
Some email
programs
display From
name + email
Some ema...
Getting Email Opened
The “Subject” Line
Keep it short and simple
30-40 characters including spaces
(5-8 words)
Incorporate...
Avoiding “Spam-speak”
The words: free, guarantee, spam, credit card et
ALL CAPITAL LETTERS
Excessive punctuation !!!, ???
...
Email Delivery Checklist
Ask yourself before you send your message…
Are your images working together with text to identify...
Key #
Build a Quality List
2 With Permission
Copyright © 2013 Constant Contact, Inc.
Build Your List Where You
Connect
Incoming or Events
Outgoing Calls and Meetings
Email Place of Business Online
Signature ...
Types of Permission
Types of permission
Explicit: Opt in from your website or storefront
“Join our mailing list”
Single vs...
Integrate Email Marketing and
Social Media Marketing
Copyright © 2013 Constant Contact, Inc.
Integrate Email Marketing wit...
Collecting Information and Permission
Include your logo
and brand identity.
Describe your email
content and how often
you’...
Sending a Welcome Email
Include your logo
and brand identity
Personalize
your message
Reinforce
permission and
ability to ...
Confirming Permission
Include your
logo and brand
identity
Ask for explicit
confirmation
Include a
confirmation
link
Copyr...
Using a Permission Reminder
Copyright © 2013 Constant Contact, Inc.
Keeping Your List Current
Include your
logo and brand
identity
Provide a link so
subscribers can
update contact info
Ask f...
List Building and Permission
Checklist
Ask yourself as you build your list…
Are you collecting contact information at ever...
Key #
When to
3 Send
Copyright © 2013 Constant Contact, Inc.
Frequency & Delivery Time
How often to send
Create a master schedule
Include frequency in online sign-up “Monthly Newslett...
Email Content Checklist
Ask yourself as you create content…
Are you trying to promote, inform, or relate?
What is your aud...
What next?
Just getting started?
Start building your list
Learn how to create an email
Sign up for a free trial
Ready to l...
Thank You!
Enjoy the rest of The American Asian Business Expo
Copyright © 2013 Constant Contact Inc.
Thank You!
Vanessa Cabrera
Chief Creative Officer
Your Social Media Mentor, Inc.
www.yoursocialmediamentor.com
Copyright ©...
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Email marketing best practices

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Transcript of "Email marketing best practices"

  1. 1. Email Marketing Best Practices Get Results – Drive Business Copyright © 2013 Constant Contact Inc.
  2. 2. Hello! Here’s my contact info – let’s connect Vanessa Cabrera Chief Creative Officer Your Social Media Mentor, Inc. www.yoursocialmediamentor.com Copyright © 2013 Constant Contact, Inc. www.facebook.com/yoursocialmediamentor yoursocialmediamentor@gmail.com www.twitter.com/socialmediamntr www.linkedin.com/in/vanessacabrera/
  3. 3. Email Marketing Basics Increasing Your Open Rate Building a Quality Email List When to Send Copyright © 2013 Constant Contact Inc.
  4. 4. Key # Increase Your 1 Open Rate Copyright © 2013 Constant Contact, Inc.
  5. 5. Getting Email Opened The “From” line Use a name your audience recognizes Include your organization name or brand 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: DoubleClick Copyright © 2013 Constant Contact, Inc.
  6. 6. Getting Email Opened The “From” line - use a familiar email address Some email programs display From name + email Some email programs display only From email Copyright © 2013 Constant Contact, Inc.
  7. 7. Getting Email Opened The “Subject” Line Keep it short and simple 30-40 characters including spaces (5-8 words) Incorporate the immediate benefit of opening the email Capitalize and punctuate carefully Avoid copying the techniques inherent in spam emails. Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer (2008) Copyright © 2013 Constant Contact, Inc.
  8. 8. Avoiding “Spam-speak” The words: free, guarantee, spam, credit card et ALL CAPITAL LETTERS Excessive punctuation !!!, ??? Excessive use of “click here” $$, and other symbols No “From:” address Misleading subject lines Example: Typical spam “From” and “Subject” lines Copyright © 2013 Constant Contact, Inc.
  9. 9. Email Delivery Checklist Ask 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? Copyright © 2013 Constant Contact, Inc.
  10. 10. Key # Build a Quality List 2 With Permission Copyright © 2013 Constant Contact, Inc.
  11. 11. Build Your List Where You Connect Incoming or Events Outgoing Calls and Meetings Email Place of Business Online Signature Guest Book Presence 4 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 Group Copyright © 2013 Constant Contact, Inc.
  12. 12. Types of Permission Types of permission Explicit: Opt in from your website or storefront “Join our mailing list” Single vs. Double Opt-in Implicit: Requests for information / registration forms, existing customer relationship Note: Always make sure to ask for permission when collecting information Copyright © 2013 Constant Contact, Inc
  13. 13. Integrate Email Marketing and Social Media Marketing Copyright © 2013 Constant Contact, Inc. Integrate Email Marketing with Social Media Marketing Make a Join My Mailing List available on all social media platforms. Make social media buttons a consistent part of all emails.
  14. 14. Collecting Information and Permission Include your logo and brand identity. Describe your email content and how often you’ll be sending Ask about your customers’ interests to stay relevant Ask for additional contact information when necessary Copyright © 2013 Constant Contact, Inc.
  15. 15. Sending a Welcome Email Include your logo and brand identity Personalize your message Reinforce permission and ability to change preferences Copyright © 2013 Constant Contact, Inc.
  16. 16. Confirming Permission Include your logo and brand identity Ask for explicit confirmation Include a confirmation link Copyright © 2013 Constant Contact, Inc.
  17. 17. Using a Permission Reminder Copyright © 2013 Constant Contact, Inc.
  18. 18. Keeping Your List Current Include your logo and brand identity Provide a link so subscribers can update contact info Ask for feedback Copyright © 2013 Constant Contact, Inc.
  19. 19. List Building and Permission Checklist Ask 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 © 2013 Constant Contact, Inc.
  20. 20. Key # When to 3 Send Copyright © 2013 Constant Contact, Inc.
  21. 21. Frequency & Delivery Time How often to send Create a master schedule Include frequency in online sign-up “Monthly Newsletter” Keep content concise and relevant to planned frequency When to send When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test for timing Divide your list into equal parts Send at different times and compare results Maximum impact with minimum intrusion Copyright © 2013 Constant Contact, Inc.
  22. 22. Email Content Checklist Ask 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? Copyright © 2013 Constant Contact, Inc.
  23. 23. What next? Just getting started? Start building your list Learn how to create an email Sign up for a free trial Ready to learn more? Attend one of my in-depth seminar Read Email Marketing for Dummies Visit the Constant Contact learning center Want to expand your expertise? Join Constant Contact’s online community Follow Constant Contact’s Blog and or Your Social Media Mentor’s Blog for Tips Tricks yoursocialmediamentor.com/social-media-quick- tips/ ConstantContact.com Copyright © 2013 Constant Contact, Inc.
  24. 24. Thank You! Enjoy the rest of The American Asian Business Expo Copyright © 2013 Constant Contact Inc.
  25. 25. Thank You! Vanessa Cabrera Chief Creative Officer Your Social Media Mentor, Inc. www.yoursocialmediamentor.com Copyright © 2013 Constant Contact, Inc. www.facebook.com/yoursocialmediamentor yoursocialmediamentor@gmail.com www.twitter.com/socialmediamntr www.linkedin.com/in/vanessacabrera/
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