INTRO: Myself, CTCT SHOW OF HANDS: Small business owners, non-profit folks THANK YOU & RECOGNITION for being here today
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
Effective online marketers start with a clear idea of what they are looking to accomplish or what they want more of: customers, clients, volunteers, donors/members, brand awareness, sales, website traffic… and time in the day!
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.
There are 5 stages in a relationship, or 5 types of people: Raving Fans - (EG tells the Diet Coke story) Customers with a high level of loyalty, trust, & engagement. Willingly refer otherrs to you and your business. Customers - those buying from you already. Have engaged as a customer at some point in the past. May be willing to try alternatives if encountered. Prospects – those that have a connection to you via a person, product, or service, but may not know of you (yet) A connection exists for you either directly or indirectly through a Raving fan or a Prospect. Is likely to need the services you provide in the future. Suspects – These folks are inclined to do business with you someday, but no connection exists. No direct or indirect connections exist. Is likely to want or need the services you provide in the future. Disinterested – those that have no interest and who will never buy a product or service from you. It’s better to build credibility here and direct them to what they’re interested in Then, it makes sense to use your marketing resources wisely… with the people who count!
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.
Technology has made it easier for smaller businesses to derive this kind of value from customer relationships, and 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. 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!).
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 2007, marketers received an estimated $48 Return On Investment – ( Direct Marketing Association 2007) Compared to $27 ROI for web marketing (PPC, web advertising) Compared to $7 ROI for direct mail So what’s the catch, right?
SPAM. If you do it right, email works to grow your business. If you do it wrong, people will think it’s spam, and people hate spam . In order to steer your business away from negative perceptions and towards positive ones, you need to practice email marketing, not spam marketing. The Federal CAN SPAM Act of 2003 states 3 principles for commercial email that you must abide by: You must offer a 1 action opt-out or unsubscribe that is either automated or manual You must perform the opt-out within 10 business days You must attach a physical address to your email – as of July 2008 this can also be a P.O. Box address
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.
Great relationships are built on trust. Email marketing is no different. By setting expectations, delivering on promises, abiding by the law and gaining permission from your subscribers, you’re building trust. This will lead to greater credibility, which leads to increased sales and referrals. Utilizing a professional email service provider will allow you to do this with ease.
Now that you know a little about email services, let’s compare a few differences.
In summary, your email marketing success depends on Your ability to connect with people and build value in your relationships Your ability to generate repeat and referral business through repeat contacts Before you begin email marketing, make sure you Focus on repeat and referral business Plan to deliver multiple communications Deliver valuable information Create professional looking emails Use a one-to-many Email Service Provider (if this is the end of the presentation, insert closing here. Begin with: If you would like to learn more…) (if you are going on to another section say the following) Now that you have a basic understanding of the potential of an email marketing strategy, I would like to ask you to keep these basic principles in mind as we move on to the next section (topic name here).
If you email total strangers you’re likely to get a high number of spam complaints – much higher than 2 in 1,000 and it will literally block your ability to deliver email to your audience. That’s the challenge, here’s the opportunity. If you can find a way to build a quality permission-based email list, you will have a significant competitive advantage because you will gain a low-cost way to contact your customers. 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 where you connect. Put a signup link on your website, on your social networking profile pages, on your blog, on your website….any online presence . Add your signup link in your email signature so people can share their email address with you. If you have a physical store, place a guest book on your counter and ask people to sign it. Ask people to join your email list at events and meetings. When you exchange business cards, ask them if the email address on their card is the email where they would like to receive your regular emails. Every time someone calls your business, ask them if they are on the email list related to the reason for their call. It helps to give people an incentive to add their name to your email list. Try a discount or special privileges. 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 where you connect. This includes using the social media channels you’ve already identified to target your audience of customers, prospects, and people “who know someone who knows you”, a.k.a., like-minded, potential customers. Remember: Collect contacts everywhere you are. Always offer an opportunity to further engage with your business or organization. Put your JMML tag EVERYWHERE, so that whenever someone interacts with you on your website, blog, or other social media channel, they may sign up.
Whether you use an online signup form, like this one, or whether you ask for an email address in person, make sure you also ask for permission to send . People who simply give you their email address might not understand that you would like to send them regular communications that may contain promotions. Make sure they understand how often you’ll be sending emails and what kinds of content you provide . Let them choose the types of information they want to receive. Some people will decline, but remember that quality matters more than quantity , and spam complaints often happen when people share their email address expecting only to receive one-on-one transactional emails instead of promotions and other messages.
It’s also a good idea to send a welcome email every time someone joins your email list. That way you can remind new subscribers that they have given you permission to send marketing emails. Use your welcome email to reinforce your identity, your relationship, and your unsubscribe policy.
Keep in mind that around 1/3 of your email list will change to a new email address every year . To keep your list current, send a subscription reminder at least quarterly so they will think of you before their contact information changes, and include a profile link so your subscribers can make changes to their contact information before their old email address stops working.
In summary, your list building success depends on Your ability to collect contact information and permission everywhere you connect Your ability to maintain permission and current contact information As you build your list, make sure you Collect information at every touch point Ask for permission Describe your frequency and content Send a welcome or confirmation email Keep your list current (if you are going on to another section say the following) Now that you have a plan for building and maintaining a quality email list, let’s move on to the next section (topic name here). (if this is the end of the presentation, insert closing here. Begin with: If you would like to learn more…)
Jane publishes a magazine called “Furry Family Living.” She needs magazine subscribers so she can charge a nominal annual subscription fee and so she can sell advertising. (describe the content in the email newsletter example shown) Why would Jane create an email newsletter where 90% of the content is informative (the articles, links, and blog information) and 10% of the content is revenue generating (the magazine ad in the right column) when her goal is to sell magazine subscriptions? If someone is interested in getting a puppy some time in the future, but he or she isn’t ready to buy the magazine yet, what is he or she likely to do with this email? He or she might save it because it contains valuable information and links to puppy resources. When that person is ready to get a puppy, and he or she goes into the saved email folder to pull out the resources, the magazine ad gets another chance – right when Jane’s potential subscriber is interested in her information. He or she might forward the email to a friend . Why would people do that? Because it makes them look smart. People who love pets know other people who love pets, and they like to share valuable information within their community of peers. Emails have to be valuable enough to save, forward, print out, or take action on immediately.
Figure out what motivates your audience and then trade value for attention : If your audience is more interested in Savings & Knowledge—Promotional emails – include content that pertains to a valuable offer If your audience is more interested in Knowledge & Quality—Informative emails – include content that is inherently valuable If your audience is more interested in Savings & Quality—Relational emails – include content that makes them feel special
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
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.
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.’
Over communication can cause your audience to ignore your emails or unsubscribe from your list. How often to send: Create a master schedule – use your judgment to estimate your audience’s reaction to your plan. Include frequency in online sign-up “Monthly Newsletter” – set expectations early so your audience isn’t surprised. Keep content concise and relevant to planned frequency – less content buys more frequency tolerance and vice versa. Your content also relates to frequency. For example, weather is a daily event and can be delivered daily. If your customers make a purchase every 30 days you can send more frequently than if your customers average 2 years between purchases. When to send When is your audience most likely to read it? – these days and times are better on the average because people usually prioritize their inbox on Mondays and first thing in the morning. However this is just the bell curve. It’s better to test it. Test for timing Divide your list into equal parts – for example, 5 parts Send at different times and compare – for example, send part 1 Monday, part 2 Tuesday, part 3 Wednesday, and so on.
In summary, the success of your email content depends on Your ability to include value and immediate benefits in your communications Your ability to call your audience to action and deliver your message at the right time As you create your content, make sure you use a theme that your audience is interested in, brand your email visually, and include concise content with a strong call to action. Also make sure your content is a good match for the frequency and timing of your overall message strategy. (if this is the end of the presentation, insert closing here. Begin with: If you would like to learn more…) (if you are going on to another section say the following) Now that you understand how to create valuable email content, let’s move on to the next section (topic name here).
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.” TIPS: Study magazine covers for subject line formula – short and designed to describe the article in a few descriptive words Write it after you write the content
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.
In summary, your email delivery success depends on Your ability to keep your reputation clean and keep up with new technology Your ability to attract attention to your email content without looking like spam Before you send your email, make sure you Use images and text and avoid spam-like content Use an Email Service Provider with a solid reputation Use a familiar From line Describe the immediate benefits of opening your email in the Subject line (if this is the end of the presentation, insert closing here. Begin with: If you would like to learn more…) (if you are going on to another section say the following) Now that you have a basic understanding of email delivery, let’s move on to the next section (topic name here).
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.
Use your open rate as an indication of interaction with your email, and watch your open rates over time to identify trends instead of judging your success using a single email. If your open rates are trending down: Fewer subscribers are enabling images Use text that invites your audience to enable images – tell them it’s safe or make the images sound important. It could be an indication of subscriber boredom or delivery problems – watch for clues in emails with higher or lower open rates. Was there a particular link, subject line, or image that increased interaction? Fewer subscribers are clicking links We’ll discuss click-through data on the next slide If your open rates are steady: Assume the email is being received Unless you have hard data to indicate otherwise, such as a bounce report showing that the email was undeliverable. Check your ESP’s average delivery rate If you’re using an Email Service Provider, ask them for their delivery rate and make sure it’s been verified by a third party. Average delivery rates tend to be around 80%, but some Email Service Providers deliver email at much higher rates. (Constant Contact’s delivery rate is consistently above 97%)
When you look at a click report, you’ll see every link in your email and you’ll see who clicked on which links. Use your tracking report to determine Audience interests Clicks tell you what topics were interesting. For example, a golf retailer that sells special golf clubs for kids under 12 can assume that anyone clicking on a link to learn more about the clubs has kids under 12. Save clickers in an interest list for targeted follow up. When you know who is clicking on your links you can save them as a separate list for more targeted follow up. In the golf example, the retailer could begin to include kids promotions and golf tips for kids in future emails to the interest list. Goal achievement Use links to drive traffic toward conversion. Make sure every link moves the clicker closer to making an immediate purchase (or other decision) instead of distracting them from the ultimate goal. Compare clicks to conversions and improve. If your email resulted in a lot of clicks and a low number of completed purchases or ‘conversions,’ your email was effective in driving traffic toward conversion, but your website, store, or sales process isn’t working. If your email doesn’t receive very many clicks but you have a high conversion rate, your sales process is effective and your email message needs attention to drive more traffic. (you can track conversions with website analytics or by comparing the number of emails sent to the number of purchasers who responded to the message in your email) You can increase the number of clicks on your email links overall when you have a strong call-to-action, good copy, and a compelling offer in your email. Make sure your email describes the benefits and rewards for immediate action.
When someone uses the forward link in your email, you won’t see the private information belonging to the person who receives the forwarded email on your forward report, but you will see who forwarded your email and how many people they forwarded the email to. At a minimum, make sure you are thanking people for helping you spread the word about your business, and you can also use your forward report to Learn about the value of your email content. When your forwarding increases, try and figure out what caused the increase. Was it a specific topic, product, or offer that increased the activity? Thank people who forward your emails. When someone repeatedly forwards your emails you have a valuable advocate for your business. Make sure you thank them. Sometimes you can increase your forwarding just by asking your audience to help you spread the word. If you don’t ask at all, you aren’t likely to get many forwards.
In summary, your email tracking success depends on Your ability to keep up with interests and responses within your audience, and Your ability to make changes to your strategy and refine your tactics After you send, try to identify trends in your audience behavior and note any information that indicates specific interests or groups you can target. Sometimes making small changes to your email strategy can have dramatic impact. You might find it more reliable to test ideas and changes on a small segment of your email list before you send to your entire audience. (if this is the end of the presentation, insert closing here. Begin with: If you would like to learn more…) (if you are going on to another section say the following) Now that you have a basic understanding of email tracking, let’s move on to the next section (topic name here).
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
No matter where you are in your quest for customer relationships, you can always improve. If you’re just getting started: Start building your list – remember to ‘collect where you connect.’ Learn how to create an email – go to constantcontact.com and click on the Free Trial link. Sign up for a free trial – a free trial link will be included in the follow up email you’ll receive after this presentation. Ready to Learn More? Attend an Email Marketing Power seminar Order your copy of Email Marketing for Dummies Visit the Constant Contact Learning Center Want to expand your expertise? Join Constant Contact’s online community – at community.constantcontact.com Get certified in email marketing best practices – go to constantcontact.com/university. Sponsor a non-profit through Cares4Kids.com – go to Cares4Kids.com for more information.
Thank you so much for your attention today. I hope you’ll be walking away with new information and a greater sense of what you’re able to do with email marketing. Again, if you would like me to email you today’s presentation and other resources, please leave me your email address. I’m happy to stick around to answer any questions you may have. Thanks again and have a wonderful rest of your day!
Build Your List Where You Connect Customer & Prospect Database 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 1 2 3 4 5 Incoming or Outgoing Calls Events and Meetings Email Signature Place of Business Guest Book Guests Online Presence
HOW do you easily integrate both channels? <ul><li>Make email list opt-in available on all social media platforms </li></ul>Make social media opt-in available in all emails Allow readers to share email content to their social media networks