The Power of Email Marketing
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Power of Email Marketing
Email is the most cost-effective, targeted, trackable, and efficient way to build and maintain relationships in all types of business and organizations. This session participants will discover how communicating with customers regularly can help a small business stay connected, and generate increased referrals, repeat sales, and unwavering customer loyalty.
• What is permission-based email marketing and becoming a trusted sender
• Email list building
• Increasing deliverability and open rates
• Writing good subject lines and content - getting readers to take action
• Tracking results and what to do with this information
• How email and social media marketing work together to achieve goals

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  • Title: The Power of Social Media Marketing, Leveraging Social Media.
  • Experts: please edit this slide to include:Your photoYour email addressYour URLYour social media handle informationFeel free to include/delete those tools you are not actively using.
  • Why is engagement marketing critical to your success? Your best source of new business are your existing customers
  • Engagement Marketing is using technology to make this happen. Email marketing is a critical component of an Engagement Marketing strategy.
  • Email marketing allows you to build trusting relationships and nurture early relationships, while acquiring some new customers from your passionate customersSocial media marketing uses your raving fans to acquire new customers, connect with prospects and begin nurturing deeper relationshipsEmail marketing should encourage broader relationships through social media marketingSocial media marketing should encourage deeper relationships through email marketing
  • There are 5 stages in a relationship, or 5 types of people:(Click) Raving Fans: Customers with a high level of loyalty, trust, & engagement. They willingly refer others to you and your business.(Click) Customers: Those buying from you already. These are people who have engaged as a customer at some point in the past. May be willing to try alternatives if encountered.(Click) 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.(Click) 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.(Click) 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 inIt makes sense to use your marketing resources wisely… with the people who count!Now you can resourcefully apply new tools to acquire, connect, engage, and grow new customer relationships. (Click) Social media marketing uses your Raving Fans to acquire and engage new customers, [Click] connect with prospects, and begin fostering deeper relationships
  • Easily integrate your Email Marketing efforts with your social media marketing efforts in order to capture contacts wherever your audience is. Make a Join My Mailing List box or link available on all your social media sites and website Include social media icons in a consistent and prominent place in your Emails, so folks will have an easy way to connect with you on your social presences, too.
  • When you repurpose your great email content on your social channels, you can use NutshellMail to quickly engage and respond in in real-time, in minutes a day.NutshellMail from Constant Contact is an easy, free way to monitor all your social media activity in minutes a day. NutshellMail is a free monitoring tool that brings a summary of your social network updates to your inbox in a single email on your schedule.Constant Contact's NutshellMail supports Facebook, Twitter, LinkedIn, Yelp, Foursquare, Citysearch, and MySpace.
  • 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 trackWhich emails bounced and why they bouncedWhich emails received spam complaintsWho opted out of receiving future emailsWho enabled the images to display in their emailWho clicked the links in your emailWho forwarded your email to someone elseLet’s look at what you should be keeping track of and what you can do with this information.
  • In addition to Email Report Tracking, use tools which measure increases in overall “reach” which includes comprehensive tracking on social networks, including: Likes, Follows, Shares, etc.
  • When your bounce report tells you that an email address is non-existent, or no longer valid:You can check for obvious misspellings. For example, an email address that ends in ‘@hotmail.comm’ can be easily corrected. If it isn’t obvious, don’t guess. Email addresses can be odd and you don’t want to mistakenly send someone an email they didn’t ask for. You can contact the subscriber for new or corrected information or delete him or her from your list if you aren’t able to determine whether the email is misspelled. It’s a good idea to collect alternative contact information from your customers in case they change email addresses without notifying you.When your bounce report tells you that the server was down, the mailbox was full, or the email was blocked:You can try to send the email later and watch for trends.If the emails get through after trying again or making alterations (i.e. sending a text-only version of your email), make note of the changes or start a separate list for email addresses with known issues. If the emails repeatedly bounce, you’ll probably have to obtain a new address if practical.
  • Thank you again for your time and attention today. What questions do you have for me?Please remember to leave your business card on the way out so you can be sure to receive the Constant Contact Hints and Tips newsletter all about Social Media Marketing in order to stay up-to-date with the latest tips and trends.

The Power of Email Marketing Presentation Transcript

  • 1. Leveraging Social MediaCopyright © 2011 Constant Contact, Inc.
  • 2. Contact InformationApril Heavens-WoodcockManaging Partner of Touching Clients & AuthorizedLocal Expert of Constant Contact awoodcock@touchingclients.com facebook.com/touchingclients @touchingclients http://www.linkedin.com/in/aprilwoodcock Insight Provided by KnowHow Visit: www.constantcontact.com/learning-centerCopyright © 2011 Constant Contact, Inc. 2
  • 3. IntroductionThis presentation has three parts… 1 Connecting to build customer relationships 2 Informing people who will buy in to your message and share it with others 3 Growing your business with engagement marketingCopyright © 2011 Constant Contact, Inc. 3
  • 4. 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 © 2011 Constant Contact, Inc. 4
  • 5. Why Engage?Q. Where will the majority of next month’s business come from?A. Existing customersCopyright © 2011 Constant Contact, Inc. 5
  • 6. Why Engage?Q. What is your best source for new business?A. Existing customers Engagement Marketing is using technology to make “it” happenCopyright © 2011 Constant Contact, Inc. 6
  • 7. 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 © 2011 Constant Contact, Inc. 7
  • 8. Marketing Today = BuildingRelationships
  • 9. Five Types of PeopleRaving Fans Customers Prospects Suspects Disinterested Copyright © 2011 Constant Contact, Inc. 9
  • 10. 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 © 2011 Constant Contact, Inc. 10
  • 11. 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 © 2011 Constant Contact, Inc. 11
  • 12. 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 © 2011 Constant Contact, Inc. 12
  • 13. 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 © 2011 Constant Contact, Inc. 13
  • 14. Email Marketing Is Not… Junk email Unsolicited and unwanted email SPAM Email from an unknown sender Dubious opt-out (if any)Copyright © 2011 Constant Contact, Inc. 14
  • 15. Email Marketing Is… Delivering professional email communications To an interested audience Containing information they find valuableCopyright © 2011 Constant Contact, Inc. 15
  • 16. 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 © 2011 Constant Contact, Inc. 16
  • 17. 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 © 2011 Constant Contact, Inc. 17
  • 18. 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 © 2011 Constant Contact, Inc. 18
  • 19. 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 © 2011 Constant Contact, Inc. 19
  • 20. Section1 CONNECT Building a Quality Email List  The benefits of permission- based marketing  Building a valuable contact list  Keeping your list currentCopyright © 2011 Constant Contact, Inc.
  • 21. Consumers Define SpamCopyright © 2011 Constant Contact, Inc. 21
  • 22. 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 © 2011 Constant Contact, Inc. 22
  • 23. 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 © 2011 Constant Contact, Inc. 23
  • 24. 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 a s k i n g f o r to stay relevant y o a u u d r i e n c e ’ s p r e f e r r e d  Ask for additional s o c i a l n e t w o r k . contact information when necessaryCopyright © 2011 Constant Contact, Inc. 24
  • 25. Sending a Welcome Email Include your logo and brand identity Personalize your message Reinforce permission and ability to change preferencesCopyright © 2011 Constant Contact, Inc. 25
  • 26. Using a Permission ReminderCopyright © 2011 Constant Contact, Inc. 26
  • 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 © 2011 Constant Contact, Inc. 27
  • 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 © 2011 Constant Contact, Inc. 28
  • 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 © 2011 Constant Contact, Inc.
  • 30. 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 © 2011 Constant Contact, Inc. 30
  • 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 © 2011 Constant Contact, Inc. 31
  • 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 © 2011 Constant Contact, Inc. 32
  • 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 © 2011 Constant Contact, Inc. 33
  • 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 © 2011 Constant Contact, Inc. 34
  • 35. Branding Emails Consistently Use different formats and similar designs…  Include your logo  Use consistent colors  Use meaningful graphics  Avoid drastic changesCopyright © 2011 Constant Contact, Inc. 35
  • 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 © 2011 Constant Contact, Inc. 36
  • 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 © 2011 Constant Contact, Inc. 37
  • 38. Use NutshellMail to Engage,on Your Time Track your Page Insights Sign up for a Free NutshellMail Account. www.nutshellmail.com Read Fan comments Reply from your InboxCopyright © 2011 Constant Contact, Inc. 38
  • 39. 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 © 2011 Constant Contact, Inc. 39
  • 40. 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 © 2011 Constant Contact, Inc.
  • 41. 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 © 2011 Constant Contact, Inc. 41
  • 42. 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 © 2011 Constant Contact, Inc. 42
  • 43. 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 © 2011 Constant Contact, Inc. 43
  • 44. 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  Capitalize and punctuate carefully Nancy Feldman  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 © 2011 Constant Contact, Inc. 44
  • 45. 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 © 2011 Constant Contact, Inc. 45
  • 46. 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 © 2011 Constant Contact, Inc. 46
  • 47. Tweet and Share your Email  Tweet a link to your email automatically47
  • 48. 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 © 2011 Constant Contact, Inc. 48
  • 49. Section3 GROWIncreasing Email Click-Throughand Response Rates Tracking and improving email delivery Increasing opens, clicks, and forwards Reducing unsubscribe requestsCopyright © 2011 Constant Contact, Inc.
  • 50. Tracking and ReportingEmail ClientConstant Contact Reporting PageCopyright © 2011 Constant Contact, Inc. 50
  • 51. Measure Increases in OverallReach Social Stats shows “Shares” and “Likes” for Shared Email CampaignsCopyright © 2011 Constant Contact, Inc. 51
  • 52. 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 © 2011 Constant Contact, Inc. 52
  • 53. 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 © 2011 Constant Contact, Inc. 53
  • 54. 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 © 2011 Constant Contact, Inc. 54
  • 55. 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 © 2011 Constant Contact, Inc. 55
  • 56. 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 © 2011 Constant Contact, Inc. 56
  • 57. 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 © 2011 Constant Contact, Inc. 57
  • 58. 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 © 2011 Constant Contact, Inc. 58
  • 59. 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! Provide your card and we’ll follow up. 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 © 2011 Constant Contact, Inc.
  • 60. Thank You & QuestionsApril Heavens-WoodcockManaging Partner Touching Clients & Authorized LocalExpert with Constant Contact awoodcock@touchingclients.com facebook.com/kellyflint.constantcontact @touchingclients http://www.linkedin.com/in/aprilwoodcock Insight Provided by KnowHow Visit: www.constantcontact.com/learning-centerCopyright © 2011 Constant Contact, Inc. 60