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The Power of eMail Marketing for LA2M
 

The Power of eMail Marketing for LA2M

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    The Power of eMail Marketing for LA2M The Power of eMail Marketing for LA2M Presentation Transcript

    • A Winning Opportunity The Power of Email Marketing Presented by: Derek Freund De ek F e nd Constant Contact, Partner CONFIDENTIAL Copyright © 2008 Constant Contact Inc.
    • Constant C C Contact™ F ™ Founded 1998 N d d 1998, Now Publically traded (Public, NASDAQ:CTCT) 700 Employee 400 000+ Employee, 400,000+ users “Gold Standard” of the industry
    • Meet The Freund Family
    • “I Want To Be That Guy” I Guy One of my f f favorite authors Dan John h h And His Big Brother Gary Dan John author “Never Let Go” CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 4
    • Why Is This Guy Here? And Why Should I Care? *To show the importance of timely communications *Help Make YOU! More Money & Have Fun p y *Ease of Use *Cost effectiveness *Instant communications *Multi-media *Future that is here Now * h h *Turbo charge marketing campaigns faster & less expensive *Growing trends… *Good news the is NO Cost to get started g
    • Facts You Need To Know & Use According to research conducted by the Direct Marketing Association email Association, marketing generated an ROI of $43.62 for every dollar spent on it in 2009 The 2009. expected figure for 2010 is $42.08. As such, such it outperforms all the other direct marketing channels examined.
    • Embrace you inner geek. Don’t be afraid of technology-labor saving devices. TV-Remote-VCR-Microwave-electric TV Remote VCR Microwave electric windows & doors- Word processor-Cell phones Electric starters, 4 cylinder engines…
    • Topics to Cover Power of Relationships Introduction to Email Marketing Introduction Getting Started Getting Your E il D li G tti Y Email Delivered and Read d dR d Interpreting Results: Reporting and Tracking Advanced How Does Social Media Fit In How to Get Going with Email Marketing Both CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 8
    • What is Email Marketing? Delivering professional email communications To an interested audience Containing information the recipient finds valuable p CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 10
    • Pre-Made Customizable Templates CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 11
    • Why Email? It’s Cost-effective: Direct Mail vs. Email ■ For the same response, direct main costs 20 response times as much as email1 ■ Email ROI is the highest when compared to other internet mediums2 1. Forrester Research, Inc. 2. Direct Marketing Association CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 12
    • Make Every Contact Count It Can Take Time… On average, it takes 7 touches for an action to occur. ■ Some act right away ■ Others research and try ■ Some show interest but are not ready Make every contact count! CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 13
    • … Dan Kennedy’s famous Marketing Success Triangle The image cannot be display ed. Your computer may not hav e enough memory to open the image, or the image may hav e been corrupted. Restart y our computer, and then open the file again. If the red x still appears, y ou may hav e to delete the image and then insert it again. The Formula: RIGHT Message + RIGHT Markets (Targets) + RIGHT Media = RIGHT RESULTS!
    • Email Service vs. Outlook Using Outlook Standard Email Programs (e.g. Outlook, Hotmail) ■ Limited # of emails sent at one time ■ No formatting control ■ List break up more susceptible to filters ■ N cohesive b di No h i branding ■ No tracking and reporting of email results CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 15
    • A “Winning Strategy” Includes: ■ Setting objectives ■ Collecting contact information ■ Determining message format ■ Creating a delivery schedule ■ Planning time for management and production ■ Building professional communications ■ Analyzing results ■ Continuously refining your strategy! CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 16
    • The Relationship Cycle CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 17
    • The Relationship Cycle & 5 Types of People Disinterested Suspects Prospects Raving Fans R i F Members/Customers CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 18
    • Getting Email Opened The “From” line ■ Use a name the audience recognizes ■ Include your organization name or brand ■ Refer to your business in the same way your audience does ■ Be consistent 60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 19
    • Getting Email Opened The “Subject” Line ■ Keep it short and simple p p ■ You have 3 seconds or less ■ 30-40 characters including spaces (5-8 words) ■ Incorporate the immediate Click-through rates for benefit of opening the email subject lines with 49 or ■ Capitalize and punctuate fewer characters were 75 percent higher than for carefully those with 50 or more… ■ Avoid copying the techniques Source: Returnpath inherent in spam emails. 30% of consumers say the “subject" line most often determines whether they open an email or delete it. Source: DoubleClick CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 20
    • Permission – What is It? Types of permission: Explicit: Opt in from your website or fill out a card ■ “Join our mailing list” Implicit: Requests for information, signups over the phone, existing relationship Note: Always make sure to ask for permission when collectingg information CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 21
    • And Simply Delete Everything Else CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 22
    • Putting it All Together Justify your place in their Inbox Be clear and concise Use appropriate graphics In This Issue Latest Online Use white space effectively p y Newsletter Available Quick Links Include “Call to Action” links Renew Your Club Membership Capitalize and punctuate carefully p p y Website Design for “above the fold” Member Discounts Contact your District Director Support CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 23
    • Keep Members Coming Back The Value of a Member • You’ve already paid for them It’s 6-7 times more expensive to gain a member than to retain a member1 • They spend more Repeat members spend 67 percent more2 p p p • They are your referral engine After 10 purchases, a member has already referred up to 7 people2 Sources: 1 Harvard Business Review 2 Bain and Company, 2002 CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 24
    • How Tracking Works + Email ESP Tracking Code Interaction CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 25
    • What Influences Open Rates? What influences the open rate? ■ From / Subject line ■ Delivery day / time ■ List overuse, age, or quality Watch your trends over time CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 26
    • Capitalizing on Click-Through Why did people click through? ■ C ll t Call-to-action ti ■ Copy Quick Links ■ Offer Renew Your Club Membership What were they interested in? NYSSA Website Member Discounts Contact your District Director Support CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 27
    • Take Advantage of Our Forward Email Feature CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 28
    • Constant Contact Forward Email Form CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 29
    • Encourage Sharing What do you want to know about? Understand Legislative updates Interests New Member Profiles VIP Events Poll Invite to Encourage Get Bring a Friend Events Sharing Feedback Online Feedback Special Rates Links to Social Community Forward to a Friend Facebook Twitter LinkedIn 30 CONFIDENTIAL Copyright © 2008 Constant Contact, Inc.
    • Giving Your Campaign More Life! CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 31
    • Online: Using Facebook ■ You can forward your email campaigns to your friends/fans. ■ Using both Constant Contact and Facebook you can add a “Join My M ili Li t” t b t M Mailing List” tab to your personal or fan page. l f CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 32
    • Online: Using Twitter ■ You can “tweet” your email campaigns to your followers. ■ Ask your Twitter followers to sign up for your list by providing a link t li k to your sign-up f i form on your website b it ■ Ask your Twitter followers to sign up for your list by providing a link to your sign-up form on your website CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 33
    • Relationships Take Time… We must understand how relationships are formed and p how they naturally develop over time… CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. 34
    • Grow Your List Build Your List Where You Connect! At the Even At a ride Email Signature Guest Book Website Signup 57% of those surveyed will fill out “If a diner has a good experience at our a card t receive email alerts when d to i il l t h restaurant, restaurant they might return When they return. sign up for our newsletter they often asked to. become a regular.” Source: Transact Media Group Customer & Prospect Database Jeffrey Gates, Aquitaine Group 35 CONFIDENTIAL Copyright © 2008 Constant Contact, Inc.
    • List Building Guide CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. 36
    • How to Get Started with Constant Contact CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 37
    • How To Get Started  How To Get Started:  Complete a signup card! p g p  Sign-up online: http://www.constantcontact.com/index.jsp?pn=glazerkennedy  Call us: 810-225-7500 Ext. 103 Marketing Consultants are waiting to talk to you! Done-4-U Services 50% off for next thirty days CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 38
    • Constant Contact Customer Pricing "Constant Contact is so Constant affordable, easy to use and effective at keeping church members connected… We've W ' saved so much on th d h the cost of paper and postage.” Pam Anger, Administrative Assistant A i t t Woods Memorial Presbyterian CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 39
    • Our Customer Success Formula = Service  Communications Consultants:  Call trial customers  A i them in sending Assist h i di the “first campaign”  Coaching and strategy  Support Resources:  Phone Support  Email  Chat  Knowledgebase  Learning and Best Practices:  Daily Product Tours  R i Regional Seminars lS i  Discussion Boards  Best Practices  Hints & Tips newsletter  Live and On-demand  Community CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 40
    • Want more on what we covered today? Teaching you how to be a Good Email Marketer Building Better Lists ■ Ways to grow your list ■ Getting permission Subject Line Design ■ The from and subject lines ■ What to include / not include Planning for Email Marketing ■ Frequency calendar F l d ■ What and when to send Segmenting Your List ■ Ways to segment your list ■ Increases opens / clicks Deliverability ■ Blocking / Blacklisting / Filters ■ Spam complaints “After using Constant Contact for a while, and taking advantage of the free education Constant Contact offers, such as webinars, I feel that I have become more fluent in email marketing and better equipped to communicate to customers.” “Constant Contact created a discipline for me - that’s what I needed – a professor, a teacher. For me, it feels like I’ve joined a marketing club.” Jeffrey Gates, Aquitaine Group CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 41
    • 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 promotion, Invitation • 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 relationships CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 42
    • Think of Yourself as A Multi-Media Multi Media Mogul
    • Questions? CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 44
    • Plus Get $108 Worth of Bonuses
    • We L k F W Look Forward T W ki d To Working With You… THANK YOU! Please turn in your feedback form Derek Freund Constant Contact Partner p: 810 225 7500 Ext. 2 810-225-7500 E t derek@nobsmichigan.com CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 46