UFG Power of Email Marketing


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Presented on 2/7/2012 and 2/16/2012. Please contact mbarnes@constantcontact.com if you have additional questions.

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  • 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.
  • 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
  • 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
  • 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.
  • 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/
  • 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.
  • 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…)
  • 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
  • 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.
  • 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).
  • 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.
  • 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.
  • 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).
  • UFG Power of Email Marketing

    1. 1. The Power of Email Marketing <ul><li>Connect. Inform. Grow. </li></ul><ul><li>Presented by </li></ul><ul><li>Mike Barnes </li></ul><ul><li>Franchise Marketing Team </li></ul><ul><li>[email_address] </li></ul><ul><li>or </li></ul><ul><li>[email_address] </li></ul>Copyright © 2012 Constant Contact Inc.
    2. 2. Introduction <ul><li>Will cover 5 areas during this presentation… </li></ul><ul><li>Connect | Inform | Grow </li></ul><ul><ul><li>Connecting to build customer relationships </li></ul></ul><ul><ul><li>Informing people who will buy in to your message </li></ul></ul><ul><ul><li>Growing your business with targeted marketing </li></ul></ul><ul><ul><li>UFG Specific benefits </li></ul></ul><ul><ul><li>Constant Contact – UFG Promotions </li></ul></ul>Copyright © 2012 Constant Contact Inc.
    3. 3. Section 1: Connect Email Marketing Basics <ul><li>Connecting with your customers </li></ul><ul><li>Engaging in profitable customer communications </li></ul><ul><li>Using email for your marketing strategy </li></ul>Copyright © 2012 Constant Contact Inc.
    4. 4. Why Engage? Copyright © 2011 Constant Contact, Inc. Q. Where will the majority of next month’s business come from? A. Existing customers
    5. 5. Why Engage? Copyright © 2011 Constant Contact, Inc. Q. What is your best source for new business? A. Existing customers
    6. 6. Keep Customers Coming Back <ul><li>The value of a customer </li></ul><ul><ul><li>You’ve already paid for them </li></ul></ul><ul><ul><ul><li>It’s 6-7 times more expensive to gain a customer than to retain a customer 1 </li></ul></ul></ul><ul><ul><li>They spend more </li></ul></ul><ul><ul><ul><li>Repeat customers spend 67 percent more 2 </li></ul></ul></ul><ul><ul><li>They are your referral engine </li></ul></ul><ul><ul><ul><li>After 10 purchases, a customer has already referred up to 7 people 2 </li></ul></ul></ul>Sources: 1. Flowtown, 2010 2. Bain and Company
    7. 7. Copyright © 2012 Constant Contact Inc. It Takes Relationships to Build a Business
    8. 8. 3 Steps to Building Relationships <ul><li>Email marketing </li></ul><ul><ul><li>Trusting relationships </li></ul></ul><ul><ul><li>Early relationships </li></ul></ul><ul><ul><li>Encourage broader relationships through SMM </li></ul></ul><ul><li>Social media marketing </li></ul><ul><ul><li>New relationships </li></ul></ul><ul><ul><li>New prospects </li></ul></ul><ul><ul><li>Encourage deeper relationships through EM </li></ul></ul>Copyright © 2011 Constant Contact, Inc. Step 2: Connections that enable ongoing dialog Prospects Customers Step 1: Great customer experience You Step 3: Content that engages and spreads Followers Friends Friends Followers
    9. 9. Five Types of People Suspects Copyright © 2011 Constant Contact, Inc. Customers Disinterested Prospects Raving Fans
    10. 10. <ul><li>Time… Money… Energy… Effort </li></ul><ul><li>Takes 7 touches , on average, for a sale to occur </li></ul><ul><ul><li>Some buy right away </li></ul></ul><ul><ul><li>Others research and try </li></ul></ul><ul><ul><li>Some show interest but don’t trust you </li></ul></ul>Acquiring Customers Copyright © 2011 Constant Contact, Inc. 1 2 3 4 5 6 7 $
    11. 11. Why Email? <ul><li>Because almost everyone your business needs to reach reads it: </li></ul><ul><ul><li>94% of Internet users between the ages of 18 and 64 send or read email </li></ul></ul><ul><ul><ul><li>An even higher number of users ages 65 or older do the same </li></ul></ul></ul><ul><ul><li>61% Use a social networking site </li></ul></ul><ul><ul><li>147 million people across the country use email, most use it every day </li></ul></ul>Sources: Pew Internet and American Life Project 2010 Copyright © 2011 Constant Contact, Inc. <ul><ul><li>61% Use a social networking site </li></ul></ul>
    12. 12. Why Email? <ul><li>It’s cost-effective: Direct mail vs. email </li></ul><ul><ul><li>For the same response, direct mail costs 20 TIMES as much as email 1 </li></ul></ul><ul><ul><li>Email ROI is the highest when compared to other internet marketing mediums 2 </li></ul></ul>1 Forrester Research, Inc. 2 Direct Marketing Association Copyright © 2011 Constant Contact, Inc.
    13. 13. Copyright © 2012 Constant Contact Inc. Junk email Unsolicited and unwanted email Email from an unknown sender Dubious opt-out (if any) Email Marketing Is Not…
    14. 14. Email Marketing Is… <ul><ul><li>Delivering professional email communications </li></ul></ul><ul><ul><li>To an interested audience </li></ul></ul><ul><ul><li>Containing information they find valuable </li></ul></ul>Copyright © 2012 Constant Contact Inc.
    15. 15. Basics of Email Marketing Copyright © 2012 Constant Contact Inc. <ul><ul><li>Setting Expectations </li></ul></ul><ul><ul><ul><li>How many emails sent </li></ul></ul></ul><ul><ul><ul><li>When are emails sent </li></ul></ul></ul><ul><ul><ul><li>What type of information </li></ul></ul></ul><ul><ul><li>Delivering on Promises </li></ul></ul><ul><ul><ul><li>Matching expectations </li></ul></ul></ul><ul><ul><ul><li>Providing relevant content </li></ul></ul></ul><ul><ul><li>Abiding by CAN SPAM Act </li></ul></ul><ul><ul><li>Gaining Permission </li></ul></ul><ul><ul><ul><li>Do they know me? </li></ul></ul></ul><ul><ul><ul><li>Do they care? </li></ul></ul></ul><ul><ul><li>Utilizing Professional Services </li></ul></ul>
    16. 16. Regular Email vs. Email Service Provider <ul><li>Standard Email Programs (e.g. Outlook, Hotmail) </li></ul><ul><ul><li>Limited # of emails sent at one time </li></ul></ul><ul><ul><li>No formatting control </li></ul></ul><ul><ul><li>List break up more susceptible to filters </li></ul></ul><ul><ul><li>No cohesive branding </li></ul></ul><ul><ul><li>No tracking and reporting of email results </li></ul></ul>Copyright © 2012 Constant Contact Inc. <ul><li>Email marketing services automate best practices </li></ul><ul><ul><li>Provide easy-to-use templates </li></ul></ul><ul><ul><li>Reinforce brand identity </li></ul></ul><ul><ul><li>Email addressed to recipient only </li></ul></ul><ul><ul><li>Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes </li></ul></ul><ul><ul><li>Improve email delivery, track results and obey the law </li></ul></ul>
    17. 17. Email Basics Checklist <ul><li>Ask yourself before you begin email marketing… </li></ul><ul><ul><ul><li>Do repeat and referral customers help your business? </li></ul></ul></ul><ul><ul><ul><li>Do you have a plan for delivering multiple communications? </li></ul></ul></ul><ul><ul><ul><li>Is your audience interested in your message? </li></ul></ul></ul><ul><ul><ul><li>Is it valuable to them? </li></ul></ul></ul><ul><ul><ul><li>Can you make your emails look professional and reflect your brand? </li></ul></ul></ul><ul><ul><ul><li>Do you have an Email Service Provider to help manage your strategy? </li></ul></ul></ul>Copyright © 2011 Constant Contact, Inc.
    18. 18. Section 1: Connect Building a Quality Email List <ul><li>The benefits of permission-based marketing </li></ul><ul><li>Building a valuable contact list </li></ul><ul><li>Keeping your list current </li></ul>Copyright © 2012 Constant Contact Inc.
    19. 19. Copyright © 2012 Constant Contact Inc. Consumers Define Spam
    20. 20. Build Your List Where You Connect Customer & Prospect Database 1 2 3 4 5 57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business. Source: Transact Media Group Copyright © 2011 Constant Contact, Inc. Incoming or Outgoing Calls Events and Meetings Place of Business Guest Book Guests Online Presence Email Signature K Smitheen
    21. 21. Copyright © 2012 Constant Contact Inc. Collecting Information and Permission <ul><ul><li>Include your logo and brand identity. </li></ul></ul><ul><ul><li>Describe your email content and how often you’ll be sending </li></ul></ul><ul><ul><li>Ask about your customers’ interests to stay relevant </li></ul></ul><ul><ul><li>Ask for additional contact information when necessary </li></ul></ul>
    22. 22. Copyright © 2012 Constant Contact Inc. <ul><ul><li>Include your logo and brand identity </li></ul></ul><ul><ul><li>Personalize your message </li></ul></ul><ul><ul><li>Reinforce permission and ability to change preferences </li></ul></ul>Sending a Welcome Email
    23. 23. Copyright © 2012 Constant Contact Inc. Confirming Permission <ul><ul><li>Include your logo and brand identity </li></ul></ul><ul><ul><li>Ask for explicit confirmation </li></ul></ul><ul><ul><li>Include a confirmation link </li></ul></ul>
    24. 24. List Building and Permission Checklist <ul><li>Ask yourself as you build your list… </li></ul><ul><ul><li>Are you collecting contact information at every customer touch point, including social media? </li></ul></ul><ul><ul><li>Are you asking for permission as well as contact information? </li></ul></ul><ul><ul><li>Are you clearly describing your email frequency and content? </li></ul></ul><ul><ul><li>Are you sending a welcome email or a confirmation email, especially to those who have joined your list via social media? </li></ul></ul><ul><ul><li>Are you using permission and subscription reminders to stay current? </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    25. 25. Section 2: Inform Creating Valuable Email Content <ul><li>Determining what is valuable to your audience </li></ul><ul><li>Choosing an effective email format Deciding what day and time to send </li></ul>Copyright © 2012 Constant Contact Inc.
    26. 26. The Basics of Valuable Email Content Copyright © 2012 Constant Contact Inc.
    27. 27. Content Has to Meet Your Objectives <ul><li>“ I want to…” </li></ul><ul><ul><li>Promote </li></ul></ul><ul><ul><ul><li>Motivate purchases </li></ul></ul></ul><ul><ul><ul><li>Increase event attendance </li></ul></ul></ul><ul><ul><li>Inform </li></ul></ul><ul><ul><ul><li>Inform potential customers </li></ul></ul></ul><ul><ul><ul><li>Differentiate my business </li></ul></ul></ul><ul><ul><li>Relate </li></ul></ul><ul><ul><ul><li>Increase loyalty </li></ul></ul></ul><ul><ul><ul><li>Encourage more referrals </li></ul></ul></ul>Copyright © 2012 Constant Contact Inc.
    28. 28. Quality Knowledge Savings Content Has to Have Value to Your Audience Promotional Email Discounts, coupons, offers, incentives. Relational Email Special privileges, acknowledgement Informative Email Advice, research, facts, opinions, tips Copyright © 2011 Constant Contact, Inc.
    29. 29. Coming Up With Valuable Email Content <ul><ul><li>Share your expertise </li></ul></ul><ul><ul><li>Use facts & testimonials </li></ul></ul><ul><ul><li>Give guidance & directions </li></ul></ul><ul><ul><li>Offer discounts & coupons </li></ul></ul><ul><ul><li>Exclusivity & VIP status </li></ul></ul><ul><ul><li>Hold contests & giveaways* </li></ul></ul><ul><ul><li>Acknowledge your audience </li></ul></ul><ul><li>* Check applicable regulations before deciding to hold a contest or giveaway </li></ul>Copyright © 2012 Constant Contact Inc.
    30. 30. Keeping Email Content Concise <ul><li>Host large bodies of content… </li></ul><ul><ul><li>On your website </li></ul></ul><ul><ul><li>In a PDF document </li></ul></ul><ul><ul><li>In a longer archived version </li></ul></ul><ul><li>Email only essential information </li></ul><ul><ul><li>Use bullets or summaries </li></ul></ul><ul><ul><li>Link directly to the information </li></ul></ul><ul><ul><li>Give instructions if necessary </li></ul></ul>Copyright © 2012 Constant Contact Inc.
    31. 31. Determine Appropriate Format <ul><li>Newsletters </li></ul><ul><ul><ul><li>Frequency: Regular i.e. monthly / weekly </li></ul></ul></ul><ul><ul><ul><li>Lots of educational content (typically non-promotional) </li></ul></ul></ul><ul><ul><ul><li>Use bullets, summarize information, be concise </li></ul></ul></ul><ul><li>Promotions / Invitations / Surveys </li></ul><ul><ul><ul><li>Frequency: Depends on your business and sales cycle </li></ul></ul></ul><ul><ul><ul><li>Focus on promotion / limited content </li></ul></ul></ul><ul><ul><ul><li>Use content to invite click-through or other action </li></ul></ul></ul><ul><li>Announcements </li></ul><ul><ul><ul><li>Frequency: Event-driven </li></ul></ul></ul><ul><ul><ul><li>Press releases, holiday greetings, thank you cards… </li></ul></ul></ul><ul><ul><ul><li>Use content to build deeper relationships </li></ul></ul></ul>Copyright © 2012 Constant Contact Inc.
    32. 32. Frequency & Delivery Time <ul><li>How often to send </li></ul><ul><ul><li>Create a master schedule – be consistent! </li></ul></ul><ul><ul><li>Include frequency in online sign-up “Monthly Newsletter” </li></ul></ul><ul><ul><li>Keep content concise and relevant to planned frequency </li></ul></ul><ul><ul><li>Invest time to repurpose content on social channels </li></ul></ul><ul><li>When to send </li></ul><ul><ul><li>When is your audience most likely to read it? </li></ul></ul><ul><ul><ul><li>Day of week (Tuesday & Wednesday) </li></ul></ul></ul><ul><ul><ul><li>Time of day (10am to 3pm) </li></ul></ul></ul><ul><ul><li>Test for timing </li></ul></ul><ul><ul><ul><li>Divide your list into equal parts </li></ul></ul></ul><ul><ul><ul><li>Send at different times and compare results </li></ul></ul></ul><ul><ul><li>Re-stimulate social conversations: repost, retweet </li></ul></ul>Get the maximum Impact with Minimum intrusion. Copyright © 2011 Constant Contact, Inc.
    33. 33. <ul><li>Ask yourself as you create content… </li></ul><ul><ul><li>Are you trying to promote, inform, or relate? </li></ul></ul><ul><ul><li>What is your audience interested in? </li></ul></ul><ul><ul><li>Is your email format branded and supportive of your message? </li></ul></ul><ul><ul><li>Is your email concise and does it include a strong call to action? </li></ul></ul><ul><ul><li>Does your content match your frequency and timing? </li></ul></ul><ul><ul><li>Are you consistently repurposing valuable content on social channels and investing time to engage and respond? </li></ul></ul>Email Content Checklist Copyright © 2011 Constant Contact, Inc.
    34. 34. Section 2: Inform Getting Email Delivered and Read <ul><li>Email filters and other delivery challenges Creating email from and subject lines Using technology to deliver your email </li></ul>Copyright © 2012 Constant Contact Inc.
    35. 35. Is Your Email Fabulous or Filtered? Filtering & Blocking (Avg 81% delivered – CTCT 97% ** ) ESP Email Authenticated Copyright © 2011 Constant Contact, Inc. Deliverability issues: **Return Path verified AOL MSN Yahoo other ISPs <ul><ul><li>Image blocking </li></ul></ul><ul><ul><li>Block-listing </li></ul></ul><ul><ul><li>Individual filters </li></ul></ul><ul><ul><li>Friends-listing </li></ul></ul><ul><ul><li>Bouncing </li></ul></ul><ul><ul><li>Reputation </li></ul></ul><ul><ul><li>Challenge responses </li></ul></ul><ul><ul><li>Sender authentication </li></ul></ul><ul><ul><li>Blocking </li></ul></ul>Email Spam
    36. 36. Email Filtering, Bouncing, & Blocking <ul><li>Filtering </li></ul><ul><ul><li>Sorts email to a folder, i.e. ‘junk’ </li></ul></ul><ul><ul><li>Based on content or origin </li></ul></ul><ul><ul><li>Reduce by avoiding </li></ul></ul><ul><ul><li>spam-like content </li></ul></ul><ul><li>Bouncing & Blocking </li></ul><ul><ul><li>Returns email to sender </li></ul></ul><ul><ul><li>Based on criteria or condition </li></ul></ul><ul><ul><li>Minimize by linking to documents instead of attaching, </li></ul></ul><ul><ul><li>keeping email addresses current, keeping your sender reputation clean </li></ul></ul>Copyright © 2012 Constant Contact Inc.
    37. 37. Scanning Your Emails Before Sending Copyright © 2012 Constant Contact Inc.
    38. 38. Getting Email Opened <ul><li>The “From” line – Do I know you? </li></ul><ul><ul><li>Use a name your audience recognizes </li></ul></ul><ul><ul><ul><li>Include your organization name or brand </li></ul></ul></ul><ul><ul><ul><li>Refer to your business in the same way your audience does </li></ul></ul></ul><ul><ul><ul><li>Be consistent </li></ul></ul></ul>Copyright © 2012 Constant Contact Inc. 60% of consumers say the &quot;from&quot; line most often determines whether they open an email or delete it. Source: DoubleClick
    39. 39. Create a Great Subject Line <ul><li>The “Subject” line – do I care? </li></ul><ul><ul><li>Keep it short and simple </li></ul></ul><ul><ul><li>30-40 characters including spaces (5-8 words) </li></ul></ul><ul><ul><ul><li>Incorporate the immediate benefit of opening the email </li></ul></ul></ul><ul><ul><li>Capitalize and punctuate carefully </li></ul></ul><ul><ul><li>Avoid copying the techniques inherent in spam emails </li></ul></ul>Copyright © 2011 Constant Contact, Inc. Matt Long [email_address] Joe Hahn Nancy Feldman 30% of consumers say the “subject&quot; line most often determines whether they open an email or delete it. Source: DoubleClick
    40. 40. Avoiding “Spam-speak” <ul><li>The words: free, guarantee, spam, credit card etc. </li></ul><ul><li>ALL CAPITAL LETTERS </li></ul><ul><li>Excessive punctuation !!!, ??? </li></ul><ul><li>Excessive use of “click here” </li></ul><ul><li>$$, and other symbols </li></ul><ul><li>No “From:” address </li></ul><ul><li>Misleading subject lines </li></ul>SPAM Copyright © 2011 Constant Contact, Inc. Example: Typical spam “From” and “Subject” lines
    41. 41. Email Delivery Checklist <ul><li>Ask yourself before you send your message… </li></ul><ul><ul><li>Are your images working together with text to identify your email? </li></ul></ul><ul><ul><li>Are you avoiding spam-like content in your emails? </li></ul></ul><ul><ul><li>Is your Email Service Provider authenticating your email? </li></ul></ul><ul><ul><li>Is your From line familiar and are you using a familiar email address? </li></ul></ul><ul><ul><li>Does your Subject line include the immediate benefits of your email? </li></ul></ul><ul><ul><li>Have you extended the reach of your email by making it sharable? </li></ul></ul>Copyright © 2011 Constant Contact, Inc.
    42. 42. Section 3: Grow Increasing Email Click-Through and Response Rates <ul><li>Tracking and improving email delivery Increasing opens, clicks, and forwards Reducing unsubscribe requests </li></ul>Copyright © 2012 Constant Contact Inc.
    43. 43. Copyright © 2012 Constant Contact Inc. Email Tracking Code ESP Interaction + How Tracking Works
    44. 44. Understanding Bounced and Blocked Email <ul><li>“ Hard Bounce” </li></ul><ul><ul><li>Permanent condition </li></ul></ul><ul><ul><ul><li>Email address non-existent </li></ul></ul></ul><ul><ul><ul><li>Misspelled/no longer in use </li></ul></ul></ul><ul><li>“ Soft Bounce” </li></ul><ul><ul><li>Could be temporary </li></ul></ul><ul><ul><ul><li>Server was down </li></ul></ul></ul><ul><ul><ul><li>Mailbox is full </li></ul></ul></ul><ul><ul><ul><li>Email was blocked </li></ul></ul></ul>Copyright © 2012 Constant Contact Inc.
    45. 45. Utilizing Bounce and Block Reporting <ul><li>Bounce Scenario With Automated Reporting </li></ul><ul><ul><li>Undeliverable email is returned to the Email Service Provider </li></ul></ul><ul><ul><li>Bounce information fed into one simple report </li></ul></ul>Copyright © 2012 Constant Contact Inc.
    46. 46. Dealing with Bounced & Blocked Email <ul><li>Non-existent address </li></ul><ul><ul><li>Check for obvious misspellings </li></ul></ul><ul><ul><li>Try to obtain a new address </li></ul></ul><ul><li>Undeliverable/mailbox full/ email blocked </li></ul><ul><ul><li>Try re-sending later </li></ul></ul><ul><ul><li>Correct temporary issues </li></ul></ul><ul><ul><li>Obtain a new address if a recurring issue is present </li></ul></ul>Copyright © 2012 Constant Contact Inc.
    47. 47. Understanding Click-Through Rates <ul><li>A click-through happens when your subscriber clicks a link to… </li></ul><ul><ul><li>Visit your website </li></ul></ul><ul><ul><li>Download a file </li></ul></ul><ul><ul><li>Take an online survey </li></ul></ul><ul><ul><li>Send you an email </li></ul></ul><ul><li>Clicks are tracked by inserting special HTML tracking code in the link </li></ul>Copyright © 2012 Constant Contact Inc.
    48. 48. Capitalizing on Click-Through <ul><li>Use click tracking to determine… </li></ul><ul><ul><li>Audience interests </li></ul></ul><ul><ul><ul><li>Clicks tell you what topics were interesting </li></ul></ul></ul><ul><ul><ul><li>Save clickers in an interest list for targeted follow up </li></ul></ul></ul><ul><ul><li>Goal achievement </li></ul></ul><ul><ul><ul><li>Use links to drive traffic toward conversion </li></ul></ul></ul><ul><ul><ul><li>Compare clicks to conversions and improve </li></ul></ul></ul>Copyright © 2012 Constant Contact Inc.
    49. 49. Understanding Unsubscribe Requests <ul><li>An unsubscribe request happens when your subscriber no longer wants to receive your emails. </li></ul><ul><ul><li>Offer your subscribers permanent list removal </li></ul></ul><ul><ul><li>Best practice is automatic removal with an unsubscribe link </li></ul></ul>Copyright © 2012 Constant Contact Inc.
    50. 50. Reducing Unsubscribe Requests <ul><li>Why do people unsubscribe? </li></ul><ul><ul><li>Over-communication </li></ul></ul><ul><ul><li>Irrelevant content </li></ul></ul><ul><ul><li>Poor targeting </li></ul></ul><ul><li>Enable your audience to leave comments when unsubscribing from your list! </li></ul>Copyright © 2012 Constant Contact Inc.
    51. 51. Encouraging and Rewarding Email Forwards <ul><li>Use your forward report to… </li></ul><ul><ul><li>Thank people who forward your emails </li></ul></ul><ul><ul><li>Learn about the value of your email content </li></ul></ul><ul><li>Help your audience spread the word. Ask them to forward your email. </li></ul>Copyright © 2012 Constant Contact Inc.
    52. 52. Email Tracking and Response Checklist <ul><li>Ask yourself after you send… </li></ul><ul><ul><li>Are there any bounced or blocked emails that require attention? </li></ul></ul><ul><ul><li>Is your open rate trending upward or downward? </li></ul></ul><ul><ul><li>Did your audience take action on your email by clicking through or forwarding your email? What were they interested in? </li></ul></ul><ul><ul><li>Did anyone unsubscribe from your list? Did they give you feedback? </li></ul></ul><ul><ul><li>Did you identify any areas for improvement so your next email is more targeted and more effective? </li></ul></ul>Copyright © 2012 Constant Contact Inc.
    53. 53. Any Questions? Copyright © 2012 Constant Contact Inc.
    54. 54. Branded Templates in Constant Contact Template Picker Copyright © 2012 Constant Contact Inc. <ul><li>Includes: </li></ul><ul><li>Branded UFG templates that can be used to create your email campaigns </li></ul><ul><li>Plus 300 additional templates that include Newsletters, Promotion, and Holiday Templates that can be customized by you for your needs </li></ul>
    55. 55. Campaigns with Content Distributed Monthly Copyright © 2012 Constant Contact Inc. Published to your account monthly. Just customize with your location information, and any special promotions you want to include, then send!
    56. 56. Constant Contact UFG Pricing <ul><li>Pricing </li></ul><ul><li>Plans start as low as $15/month </li></ul><ul><li>Discounts for UFG Franchisees </li></ul><ul><li>20% Off for a 6-month Prepayment </li></ul><ul><li>25% Off for a 12-month Prepayment (saving you $45+) </li></ul>Copyright © 2012 Constant Contact Inc.
    57. 57. Special Promotions – Gift card giveaway Copyright © 2012 Constant Contact Inc. <ul><li>Sign up by March 31 st for a paying Constant Contact account and receive a $50 American Express gift card. </li></ul><ul><li>Eligability requirements: </li></ul><ul><li>Must be a paying customer for at least 90 days </li></ul><ul><li>Must having a US billing address </li></ul><ul><li>Signup through their respective franchise link </li></ul>
    58. 58. Special Promotions – iPad giveaway Copyright © 2012 Constant Contact Inc. All UFG Franchisees that sign up for a paying Constant Contact account or any existing Constant Contact customers are eligible for an iPad 2. This will be raffled off at the 2012 UFG World Expo. New customers must sign up by March 31 st and through their corresponding UFG franchise link to be eligible
    59. 59. How to Get Started <ul><li>Contact Your Communications Consultant! </li></ul><ul><ul><li>Caitlin Perry </li></ul></ul><ul><ul><ul><li>Phone: 855-778-5761 </li></ul></ul></ul><ul><ul><ul><li>Email: [email_address] </li></ul></ul></ul><ul><li>Sign Up Online </li></ul><ul><ul><li>http://signarama.constantcontact.com </li></ul></ul><ul><ul><li>http://embroidme.constantcontact.com </li></ul></ul><ul><ul><li>http://billboardconnection.constantcontact.com </li></ul></ul><ul><ul><li>http://planaheadevents.constantcontact.com </li></ul></ul><ul><ul><li>http://transworldsystems.constantcontact.com </li></ul></ul>Copyright © 2012 Constant Contact Inc.