Email Marketing for Success! Featuring Email & Social Engagement
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Email Marketing for Success! Featuring Email & Social Engagement

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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. ......

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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  • Intro/Welcome/What we’re doing today
    At the core of marketing is the idea that it’s intended to elicit a physical, measurable response…you don’t create and send newsletters, or post updates, or solicit feedback or plan events without some objective in mind, some goal in mind that your campaign is intended to achieve.
    We often refer to the “call to action” as part of your communications…the request for someone to join your mailing list, to visit your store, to sign up for your annual fundraising gala…because at the end of the day that’s what marketing is all about. It’s about getting someone with whom you, your business or your organization has a relationship to take an action that will help your organization to succeed.
    DN Note: this isn’t intended to educate about goals/objectives…we have other sessions for that.
    We’re not going to talk about marketing principles, or goals and objectives today. No, today we’re here to talk about marketing campaigns: those collections of marketing activities that make up an effort intended to drive an action that leads to achieving a specific goal. Specifically we’ll be focusing on newsletters and announcements, and their close cousin, social engagement.
    Simply put, these activities are primarily about communication, and about connecting with your readers. But that doesn’t mean that they aren’t also a great way to drive action. And today we’re going to talk about how you can deliver the most effective newsletters possible.
  • Presenter should introduce themselves. RDDs should mention Constant Contact ALEs would mention their own company and clarify their relationship to Constant Contact. (Ask people in the room if any of them have ever attended a previous seminar. If there are a lot,
    Clarify that this is new content but that some of the same strategies we have taught in the past still apply
    So they might see a few familiar strategies or tips along the way. (Then mention the workbook – explain what it is, briefly, and let them know that you will refer to it
    Throughout the session with short exercises for them to complete. Next ask …)

    How many people in the room are small businesses or work for a small business? How many are nonprofits ….on purpose (they will laugh) relate to the room that you know it’s been a tough year for some and that the information
    Covered in the session should help them start to move the needle.
  • This slide should give you a chance to quickly introduce the Constant Contact suite of products to your audience. Many will not know we have all of these, so it’s a great and short commercial. 
  • Here’s what we’re going to do today…
    [click to build] we’ll review what exactly a campaign is, and we’ll make sure we’re all on the same page in understanding what we mean when we say “newsletter.”
    [click to build] next we’ll talk about Email and provide you with some tried-and-true tips for more effective email marketing.
    [click to build] then we’ll make the connection between Email and Social media…because they really have become inseparable.
    [click to build] we’ll then talk at length about social media, specifically what you should be thinking about if you’re starting to build your social media presence, including some insight into the “Big 5” networks and how to think about what to say on social media.
    [click to build] finally, we’ll talk about some next steps you can take.
    I also want to make a quick not about “for” and “non” profits, and industry verticals…I’m often asked how the things I’m talking about should be adjusted or changed for a nonprofit or a services (B2B firm) or someone in a different industry vertical. I hear “I’m not a brick-and-mortar business, so how does this apply to me. The good news is that the principles that will be discussed are largely universal…they can benefit a non-profit just as much as they can a for-profit, a B2B business can follow these just as readily as a B2C, that a restaurant can succeed with these ideas just as readily as a yoga studio, a church or a book store. Yes, you may have different considerations to make for your select audiences, but in large part what we’re teaching are best practices, and they’re best practices across the board.
     
  • I want to give you a simple definition, or a framework, for what marketing really is.
    You already know, generally, what it is – but when I say the word marketing, I mean something very specific and it’s important that we are on the same page. My definition of marketing has three simple parts – you define an audience: a group of people that you want to target. You reach out to them with a message that is specific to that audience. And you seek to elicit a physical and measurable response. A click, a reply, a call, a purchase, a referral – these are all actions that represent a decision made by a human to react to your message.

    Keep this in mind as we discuss marketing and marketing campaigns and the ways to deliver the most effective campaigns. You’re doing these things because you want people – your customers, your clients, your donors or supporters – to DO SOMETHING.

    [click to next slide]
  • First, let’s talk about “campaigns” - -what does that word really mean?
    Very simply there are two parts to a campaign…
    First, you [click to build] push out some sort of content (and we’ll talk more about “what content” in a bit) to your followers, supporters, etc.
    Second, you hope to [click to build] “pull” some sort of response from them – you want them to read, forward or share what you sent, show up, call, attend – you want them to take an action of some sort
    Think about a campaign in terms of push/pull and more importantly do not think about it as just putting an offer out there and making the sale… in this new marketing world, it’s more like a conversation – which lends itself to that advantage we talked about that you have over big business. As a small company, you can engage in a conversation that feels and in fact IS much less like a sales gimmick and more like nurturing a relationship.
    If you’re doing it right, it will seem like that from both sides of that conversation.
  • Simply put, a newsletter is a communication you send (usually through email) to your customers, supporters, clients, volunteers sharing information and relevant insights that they want to read.

    Simple!

    [click to next slide]
  • [NOTE: these reflect the different types of newsletters available to customers in the Toolkit product flow…all of these should make sense except for perhaps the “Custom code email,” which could simple be presented as a form of communication where you go the extra step to customer colors, the template and the in-message presentation using custom HTML code instead of a stock template.]

    There are lots of different types of communications, loosely referred to as newsletters, that you might send. These [click to build…all will build automatically] are just a few examples…from sending a quick update just to keep your audience informed, to a simple card or announcement, all the way to what we call a custom-code email…where you or a designer you work with create your own email in our platform using your own custom code.

    [Speaker note: this isn’t a bad place to pause and ask what other types of communications the audience might lump in under the “newsletter” heading…and to note if/how there are differences along industry or vertical lines.]


    [click to next slide]
  • [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!]
  • [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!]
  • So, we’ve talked through a number of different ways you can think about making your newsletters, whatever the type and goal, more effective. And earlier we mentioned in a couple of different places that you should be thinking about how you might repurpose content or images for social media.

    That’s because social media has become an important component of the marketing toolkit. We’re not going to go into depth about which social channels might be best for you, or the specifics of each channel or what to say on each channel.

    I just want to spend a few minutes addressing the importance of social media as a marketing tool, and why it’s so important that you start to think about email and social media at the same time, as connected pieces of the same communications effort.
  • You may have wondered if you need to be focused on both social media and email marketing. Or you may have asked “Why is social media important for your business or nonprofit?”

    The answer to the first question is, “yes!” you do need to do both. That’s because of the answer to the second – social media has impacted businesses and nonprofits in a big way. It’s how many new customers or clients or donors are finding organizations, and it’s how many organizations are staying top of mind for their current customers, clients or donors, as well as helping to make them loyal, repeat contributors.

    Just how big has the shift to include social media in the marketing mix been? We’ve done some research…

    Five years ago, in 2008, we asked small businesses what kinds of tools they were using for marketing. [click to next slide]
    Only 10% were using social media marketing.

    Compare that to just 5 years later, when [click to next slide]
  • that has gone up to 87%. Why? Because social media works. You’re small businesses – you don’t do things that don’t work.

    That’s quite a statistic, and shows just how integral social media has become as a marketing tool for all organizations. But when we say “it works,” what do we mean? If small businesses, nonprofits, independent consultants and others don’t do things that don’t work, then what is it about social media that “works?”

    [click to next slide]

  • It works because it influences decisions. It works because it has become a primary driver of behavior.

    [click to build] It influences purchasing – 74% of shoppers rely on social networks to guide purchase decisions
    [click to build] It influences word of mouth. Your customers tell their friends about you – 55% of people share information about their purchases on social media.
    [click to build] It influences people’s connections to nonprofits – 68% of people will go online and learn more about the charities and causes that their friends support when their friends post about it on social media.

    Purchasing stats: http://www.mediabistro.com/alltwitter/social-commerce_b46141

    68% take the time to learn more about a charity if they see a friend posting about it http://mashable.com/2012/12/12/non-profits-social-media-infographic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29

    Consider adding…
    Those referrals are very important to your organization: 71% of consumers are more likely to purchase a product based on social media referrals. Every day, people are going online to review or recommend the businesses and nonprofits that they support, and people in their networks trust those referrals because they know the people who write them, or – if they don’t – they trust unbiased reviews from people just like them.

    Source: http://blog.hubspot.com/blog/tabid/6307/bid/30239/71-More-Likely-to-Purchase-Based-on-Social-Media-Referrals-Infographic.aspx


  • That’s why it’s so important to shift your thinking

    When you combine email with social media, [click to build] the combination will both increase the reach of your email campaigns that enjoy 97% deliverability (it’s actually a even higher with Constant Contact but on average that is a standard rate).

    [click to build] Sharing your email on social media will get it in front of more people, with the potential to grow your list. And if you’re doing it right, keeping it short, making the action or response obvious and simple and providing access, information and real value then you will grow your business.

    Let’s look at just a few businesses that have taken this to heart…
  • [click to build] Here’s an example of one business, Boloco (a small chain of fast-casual burrito restaurants), and how they are leveraging both email and social media together.

    They use a lot of the best practices we covered – they have brand consistency across platforms, great images, and good subject lines.
  • [click to build] Here’s an example of one non-profit, Girl Scouts of Northeast Texas, and how they are leveraging both email and social media together.
    They – like Boloco – have carried their branding across platforms. They use images in their channels and they have a lot of great original content.

    Girlscouts of NE Texas: Site Owner UID: 1098469864099(dv7p5a44)
  • [click to build] Here’s an example of a services business and a franchise, Liberty Tax, and how they are leveraging both email and social media together.
    Again, you see brand consistency, great design, lots of helpful tips and links.

Transcript

  • 1. Halfmoon YogaHalfmoon Yoga B•B•Q Campaigns That Drive Action: Newsletters & Announcements 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 Tidbit About Me: I’m expecting my first child in June, whom I lovingly refer to as #fatty throughout all my social media channels 
  • 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...
  • 15. 15 Email Use images carefully
  • 16. 16 Email Got pics? Some channels thrive on visuals
  • 17. 17 Email Repurpose & Reuse
  • 18. 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
  • 19. 20 Email Who is it from? Winning the battle of priorities CAN-SPAM Act go to www.business.ftc.gov and search “CAN-SPAM” How will you be most recognizable?
  • 20. 22 Email Look great Brand consistency
  • 21. Email Subject line Winning the battle of priorities SECONDS WORDS TODAY
  • 22. 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 this summer Children’s Classes Limited spaces available for Children’s Classes October Newsletter
  • 23. 25 Monthly is most common Ask yourself: “When are my readers likely to take the action I want?” Email When to send
  • 24. 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
  • 25. 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
  • 26. 28 Email When to send or post Do not be romanced by a high open rate – measure actions!
  • 27. 29 67% don’t see images by default Text links get more clicks than buttons Place your logo left or center in email Include company name in text Email Practical advice
  • 28. 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 the email!
  • 29. Campaigns & Newsletters | Email | Email + Social | Next Steps
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 35 Email + Social Email & Social You have to use both Drive traffic back to your list, email, etc... Amplify your email
  • 34. 36 Email + Social Email + Social
  • 35. 37 Email + Social Email + Social
  • 36. 38 Email + Social Email + Social
  • 37. Campaigns & Newsletters | Email | Email + Social | Next Steps
  • 38. 40 Next Steps Tools to expand your reach Simple Share tool
  • 39. 41 Next Steps Tools to expand your reach Social media buttons
  • 40. 42 At register With the check at end of the meal On registration forms Next Steps Tools to expand your reach Offline
  • 41. 43 Web sign-up tool (app for website, Facebook, etc) Next Steps Tools to expand your list Online
  • 42. 44 Next Steps Tools to expand your list Text to Join™ from Constant Contact TXT Scan to Join™ from Constant Contact
  • 43. 45 Next Steps Tools to expand your list Apps
  • 44. Content calendar for all channels S M T W T F S 1 2 Tips for Spring • Newsletter • Facebook • Twitter • LinkedIn 3 4 5 6 7 Motivation Monday • Facebook • Pinterest 8 9 10 11 New Product • Newsletter • Facebook • Twitter 12 13 14 Motivation Monday • Facebook • Pinterest 15 16 Staff Pics • Facebook • Instagram • Newsletter 17 18 19 20 21 Motivation Monday • Facebook • Pinterest 22 23 24 Event Photos • Facebook • Twitter 25 26 27 28 Motivation Monday • Facebook • Pinterest 29 Sale • Newsletter • Facebook • Twitter 30 Newsletter • Email • Facebook • Twitter regular newsletter blog post theme days multimedia news/promotions
  • 45. Halfmoon YogaHalfmoon Yoga B•B•Q Get started today… Call: 847.331.0659 60-day free trial Want to learn more? www.yoursocialmediamentor.com Training Sessions » Workshops » Seminars Local learning near you… Want help in your area? www.yoursocialmediamentor.com Vanessa is a Constant Contact Authorized Local Expert & a Constant Contact All Star Award Winner! Contact Vanessa … © 2014