The Power of E-Mail Marketing - Constant Contact at ExhibitCraft

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Today, more than ever before, business success is measured by the strength of the relationships each business builds. …

Today, more than ever before, business success is measured by the strength of the relationships each business builds.

You'll learn how to build those relationships using easy, inexpensive and
highly effective email marketing! We will explore the basics of what e-mail marketing is, why it works so well, how it easily integrates with social networking sites, and how to use it in your business planning and marketing strategy to achieve special goals.
This seminar was presented by Wendi Caplan-Carroll of Constant Contact at ExhibitCraft in Wayne, NJ.

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  • Title: The Power of Social Media Marketing, Leveraging Social Media.
  • RDDs: please include: Your photo Your email address Your URL Your social media handle information Feel free to include/delete those tools you are not actively using.
  • 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
  • In this section: Value of connecting with your customers Types of communications that are the most profitable for your business How and why an engagement marketing strategy utilizing email marketing and social media marketing is a great way to grow your business.
  • 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 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
  • 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: (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 in It 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
  • 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. Sources: Flowtown, 2010: http://www.flowtown.com/blog/the-value-of-an-existing-customer Bain and Company, 2002
  • Technology has made it easier for smaller businesses to derive this kind of value from customer relationships. 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. 94% of Internet users between the ages of 18 and 64 send or read email 61% Use a social networking site 147 million people across the country use email, most use it every day Source: Pew Internet an American Life Project; May, 2010: http://www.pewinternet.org/Trend-Data/Online-Activites-Total.aspx 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 2009, marketers received an estimated $43.62 Return On Investment – ( Direct Marketing Association 2009). As such, it outperforms all the other direct marketing channels examined, such as print catalogs. Compared to $21.85 ROI for web marketing (PPC, web advertising) Compared to $7 ROI for direct mail Direct Marketing Association, 2009: http://directmag.com/magilla/1020-e-mail-roi-still-slipping/
  • 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.   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 customers, 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.
  • Now that you know a little about email services, let’s compare a few differences. Good email marketing wins over consumers: 58% of consumers said they opened those companies’ emails, while 53% said that such emails affected their personal buying decisions. Source: Emarketer
  • In this section: Benefits of a permission-based email marketing strategy How to build an email list that has value to your business Tips for maintaining the valuable contact information you work so hard to collect. Building a quality email list is both a challenge and an opportunity. Here’s the challenge.
  • Unsolicited Commercial Email, also known as spam, is cluttering up consumer inboxes. Consumers get to decide which emails are spam and which emails are not. We could talk about what’s ethical or legal all day long, but at the end of the day spam is in the eye of the receiver. Many Internet Service Providers (ISPs) - like Yahoo!, AOL, Hotmail, and so on - give their customers ‘spam buttons’ so they can report unsolicited emails. When someone clicks the spam button on your email, the ISP keeps track of the number of complaints against your server and domain name, and if you get too many complaints the ISP will filter or block your future emails. As little as 2 complaints in 1,000 emails can effect your ability to deliver email, and it doesn’t matter what your own personal definition of spam is because consumers get to decide which emails are spam and which are not.
  • Build a quality permission-based email list. 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 wherever you connect… this includes all your active social networks. Every time someone calls your business, ask them if they are on the email list related to the reason for their call. Ask people to join your email list at events and meetings. If you have a physical store, place a guest book on your counter and ask people to sign it. Add your signup link in your email signature. Put a signup link on your website, on your social networking pages, and on your blog. It helps to give people an incentive to add their name to your email list. Try a discount, contest, or VIP program.
  • 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.
  • 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. This is especially true for those folks who join your list via social media sites. A permission reminder will insure that you have received ‘informed consent’. 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. When asking for information, make it as easy as possible: First Name and Compant Name could suffice if you intend to personalize your communications. You can also consider asking for additional information, such as: “What is your preferred social network?” or “What is your twitter handle?”
  • It’s also a good idea to send a welcome email every time someone joins your email list. This is especially true when someone joins your email lists from Facebook or another social media site. A welcome email will 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.
  • It’s also a good idea to send a welcome email every time someone joins your email list. This is especially true when someone joins your email lists from Facebook or another social media site. A welcome email will 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.
  • Sometimes as time goes by, people don’t remember how they ended up on your email list. To keep this from happening you can use a permission reminder at the top of your regular emails. A permission reminder tells your audience why they are receiving the email and offers them an unsubscribe link at the top of the email, instead of the bottom. This helps to keep your subscribers from clicking the ‘spam button’ when they no longer want your emails.
  • 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. You can also use this opportunity to remind your email subscribers to fan you on social networking sites.
  • 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, including social media 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…)
  • Your email marketing strategy doesn’t come to a halt as soon as you decide to go ahead and send your email. Because, with email you don’t have to sit around waiting to see if someone walks into your store with a coupon or buys something off of your website in order to get value in return. In this section: How to increase the number of positive responses you get from your email marketing, and decrease the negative responses.
  • Promote Motivate purchases – drive traffic to your website or store, an affiliate program, make an appointment… Increase event attendance – register online, RSVP, buy tickets, invite a friend… Inform Inform potential customers – new products, customer support, share expertise… Differentiate my business – describe features and benefits, customer testimonials, industry facts… Relate Increase loyalty – special invitations, press releases, greetings & thank you cards… Encourage more referrals – rewards programs, forward valuable information, invite a friend to an event…
  • 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
  • Coming up with valuable email and social content is easier than you think: 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. Repurpose content sound bytes for social media outlets. Use social media to drive content back to your Email Archive or website.
  • After determining the type of content you want to deliver, recognize that there are lots of ways to format an email to make your email content look professional and support the theme of your message. In all cases, you should use a design that clearly identifies your brand. Here are three popular formats: Newsletters: Frequency: Regular i.e. monthly / weekly (If you send a monthly newsletter, how many are you sending in a year?) Stay consistent. Keep the same regularly recurring day and time unless you have a reason to change (i.e. a holiday). Lots of educational content (typically non-promotional) Consumers expect email newsletters to be informative. No more than 20% of your newsletter content should be direct promotion. Use bullets, summarize information, be concise Use links after summaries to send interested readers to longer articles instead of including entire long articles in the email. Make your email easy to scan and let your audience read more online or in a downloadable document. A good test of length is whether your email prints out on an 8 ½ x 11 inch piece of paper. Promotions/Invitations/Surveys Frequency: Depends on your business and sales cycle If you don’t want your business to be known as a discount store, send more informative content and fewer promotions. If your business model includes being a discount alternative to your competition, you can usually get away with more promotions. Focus on promotion / limited content Consumers don’t respond to complex messages. Keep your promotions simple and stick to one basic message. Use content to invite click-through or other action Convincing your audience that you are a great business won’t matter if you can’t convince them to take immediate action. You have to ask for action and give them reasons to act now, you can’t just display your phone number and expect them to call. Actions include clicking a link, forwarding the email, printing the email, dialing a phone number, and so on. Announcements Frequency: Event-driven Think ahead. Avoid over communicating by sending announcements only when they are really important to your audience. Remember, it’s not about you, it’s about your audience. Press releases, holiday greetings, thank you cards… Don’t ask for a direct response. Focus on building an emotional tie to your business. Use content to build deeper relationships Ask yourself how your announcement will deepen the level of trust between you and your customer.
  • If you’ll be using multiple formats in your strategy, make sure you brand each email consistently. Your emails should look similar so they are recognized by your audience, and just different enough so that your audience can easily determine the theme of your message.
  • 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 you repurpose email content on social channels, be sure to also plan time for engaging and responding in real-time. 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 Re-stimulate social conversations: repost and/or retweet information in order to get your message heard, and encourage your customers, friends, and family to engage.
  • 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.
  • 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. You will also want to make sure you plan time to engage and respond on the social networks where you post your valuable content. (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).
  • Your email marketing strategy doesn’t come to a halt as soon as you decide to go ahead and send your email. Because, with email you don’t have to sit around waiting to see if someone walks into your store with a coupon or buys something off of your website in order to get value in return. In this section: How to increase the number of positive responses you get from your email marketing, and decrease the negative responses.
  • When you send an email, it starts out on a server. If you use an Email Service Provider, they send your email to Internet Service Providers such as AOL, or Yahoo!, and they try to sort the email and send only the good email to their customers. Email delivery can be interrupted or re-routed at any point in the process, even when the email reaches an individual’s computer. You can’t control all the delivery issues you’ll encounter, but here are some of the things you can control.
  • 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.
  • 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.” Additional facts: Worlddata, 2011: http://www.worldata.com/wdnet10/listacquisition.htm B2C emails that have some form of date in the Subject Line will generate a 29% higher open rate B2B emails that have some form of date in the Subject Line will generate a 24% higher open rate Having an “exclusive” offer in the subject line generates an additional 24% open rate in email campaigns. For example: “Private event”, or “For select customers, only.” Email messages that mention Facebook in the subject line have a 32% higher open rate than those that don’t.
  • 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.
  • 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.
  • Adding “share” and “like” buttons to the top of your email will make it easy for your audience to continue to share your email. Why not share this new content with Twitter followers in real time? Some ESPs like Constant Contact provide you the ability to tweet a link to your email automatically, making it a simple and efficient way to get your email read.
  • 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 Extend the reach of your email by making it shareable. (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).
  • Your email marketing strategy doesn’t come to a halt as soon as you decide to go ahead and send your email. Because, with email you don’t have to sit around waiting to see if someone walks into your store with a coupon or buys something off of your website in order to get value in return. In this section: How to increase the number of positive responses you get from your email marketing, and decrease the negative responses.
  • 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.
  • 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.
  • 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. You can also ask the folks that forward your emails to write online reviews, since your most passionate customers are the ones who will most likely engage on social sites.
  • When someone wants to be removed from your email list, the best practice is to remove them immediately and permanently. If you use an Email Service Provider, they can automatically handle unsubscribe requests by placing an unsubscribe link in every email.
  • Consumers unsubscribe when they Feel that they are receiving too much information. Either too many emails or too much content in each email can increase unsubscribe requests. Include only essential information in your emails and use a spreadsheet or calendar to plan your email campaigns so you leave reasonable time in between emails. Feel that your content is irrelevant. Watch your click reports and use surveys to keep track of your audience’s interests. Remember that your audience isn’t always interested in the same things that you are. Feel that your content isn’t intended for them. For example, sending discounts and coupons to your audience when they are really interested in higher quality and they are willing to pay for it. To help you keep track of trends and determine the most common reasons for unsubscribe requests, offer your unsubscribing customers and prospects a comments form so they can tell you why they want to opt out of your communications. Take action on feedback that is within your control! [A word of caution: while it may be tempting to pick up the phone and call an unsubscriber to ask why they’ve chosen to unsubscribe, remember: your goal to create an excellent customer experience… not to “big-brother”.]
  • 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…)
  • Now that you understand the components of Email Marketing, you’re poised to take the next step. We’ll keep you up-to-date! Attendees of this seminar will automatically be included in our Hints and Tips newsletter which will keep you up to date on marketing topics and trends for small business. Please remember to leave us your business card. Ready to see Constant Contact Email Marketing in action? You may attend my next free seminar: “Getting Started with Constant Contact, ” held on [Date] in [Location] at [Time]. Check my calendar for the most up-to-date event information. Sign up for a free, 60-day trial to begin communicating with your existing customers. . Call us toll-free: 866-876-8464 – our coaches will help you get started. Register for our free webinar: “Constant Contact Email Marketing Live Tour”. Held daily, you’ll learn how easy it is to use Constant Contact Email Marketing in 45 minutes, from the comfort of your desk. You’ll be able to ask questions and learn from those asked by others. Browse to constantcontact.com/learning-center to register today!

Transcript

  • 1. Leveraging Social MediaCopyright © 2011 Constant Contact, Inc.
  • 2. Contact InformationWendi Caplan-CarrollArea Director-East Team Wcaplancarroll@constantcontact.com facebook.com/wccconstantcontact @wendicc http://www.linkedin.com/in/wendicaplancarroll FIND ME ON GOOGLE PLUS! Wendi Caplan- Carroll Upcoming Seminars Newyorkmetro.constantcontact.com 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. Marketing Today = BuildingRelationships
  • 8. Five Types of PeopleRaving Fans Customers Prospects Suspects Disinterested Copyright © 2011 Constant Contact, Inc. 9
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Email Marketing Is… Delivering professional email communications To an interested audience Containing information they find valuableCopyright © 2011 Constant Contact, Inc. 15
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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.
  • 20. Consumers Define SpamCopyright © 2011 Constant Contact, Inc. 21
  • 21. Build Your List Where YouConnect Incoming or Events Email Place of Business OnlineOutgoing Calls and Meetings Signature Guest Book Presence K Smitheen Guests 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
  • 22. 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
  • 23. 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 Consider asking for your audience’s preferred to stay relevant social network.  Ask for additional contact information when necessaryCopyright © 2011 Constant Contact, Inc. 24
  • 24. 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
  • 25. Sending a Welcome Email Include your logo and brand identity Ask for explicit Response Necessary to Complete Subscription confirmation Include a confirmation linkCopyright © 2011 Constant Contact, Inc. 26
  • 26. Using a Permission ReminderCopyright © 2011 Constant Contact, Inc. 27
  • 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. 28
  • 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. 29
  • 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. 31
  • 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. 32
  • 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. 33
  • 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. 34
  • 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. 35
  • 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. 36
  • 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. 37
  • 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. 38
  • 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. 39
  • 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. 40
  • 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 Yaho other ISPs oDeliverability 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. 42
  • 42. Getting Email Opened The “From” line – Do I know you?  Use a name your audience recognizes  Include your organization Matt Long name or brand Lynn.Mann@AOL.com 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. 43
  • 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. 44
  • 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 Nancy Feldman  Capitalize and punctuate carefully  Avoid copying the techniques inherent in spam emails Email messages that mention 30% of consumers say Emails with shorter Facebook in the Subject Line the “subject" line most subject lines significantly will have a 32% higher open often determines whether outperformed emails rate than those that don’t. they open an email or with longer subject lines. -Worldata, 2011 delete it. - MailerMailer Source: DoubleClickCopyright © 2011 Constant Contact, Inc. 45
  • 45. Avoiding “Spam-speak” The words: free, guarantee, spam, credit card etc. ALL CAPITAL LETTERS Excessive punctuation !!!, ??? SPAM Excessive use of “click here” $$, and other symbols No “From:” address Misleading subject lines Example: Typical spam “From” and “Subject” linesCopyright © 2011 Constant Contact, Inc. 46
  • 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. 47
  • 47. Tweet and Share your Email  Tweet a link to your email automatically48
  • 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. 49
  • 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. 51
  • 51. Measure Increases in OverallReach Social Stats shows “Shares” and “Likes” for Shared Email CampaignsCopyright © 2011 Constant Contact, Inc. 52
  • 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. 53
  • 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. 54
  • 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. 55
  • 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. 56
  • 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. 57
  • 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. 58
  • 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. 59
  • 59. Take the Next Step FR FR FR EE EE ! Email Marketing ! Email Marketing EE ! Attend a Seminar 60-Day Trial Live Product TourAttend Getting Started Sign up for a free, Register for: “Constantwith Constant Contact 60-day trial of Constant Contact EmailEmail Marketing Contact Email Marketing Marketing Live Tour”Get a demonstration of Email No risk, no credit card required. Learn more about howMarketing in action. See how Get coaching and support, professional Email Marketingeasy it is to create an email, grow our email lists, access to Newsletters andmanage contacts, track results, over 400+ templates, and Communications can help youas well as send your email, measure and track results build relationships and growand extend its social reach. your business.[ Toll-free: 866-876-8464 constantcontact.com/ learning-center Copyright © 2011 Constant Contact, Inc. 60