1. the power of e-mail marketing
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2. Robyn Mather
Founder, A Social State of Mind
Authorized Local Expert
Constant Contact, New England
buzz@robynmather.com
www.facebook.com/socialstateofmind
www.twitter.com/robynmather
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5. why email?
because…
95% of internet users
between the ages of 18
and 64 send or read email
» eMarketer
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6. why email?
it’s cost-effective…
Direct Mail vs. Email
• for the same response, direct
mail costs 20 TIMES as much
as email
• email ROI:
$44.05 returned for every $1
spent
» Forrester Research, Inc.
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7. why does email work?
because people open email
from those they know and trust…
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8. …and simply delete everything else
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9. core elements
delivering a professional
looking email …
…to an interested
audience…
…containing information
the recipient finds
valuable.
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10. how easy is it?
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11. pick a template
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12. “gradient” newsletter template
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13. change the images
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14. change the background
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15. replicate your branding
web
email
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16. make easy to view: VAWP
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17. make the connection
Incoming or Events Email Place of Business Online
Outgoing Calls and Meetings Signature Guest Book Presence
57% of consumers will fill out
a card to receive email alerts
when asked to by a clerk at a
local small business.
GROW YOUR CONTACTS DATABASE
Transact Media Group
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18. 1-minute networking – ask for permission
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19. be a trusted sender
• remind recipients why they are receiving an email
from you at the beginning of each message
• include unsubscribe or one-click opt-out line
• immediately handle unsubscribes (CAN-SPAM Act)
• monitor your email frequency
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20. frequency + delivery
• how often to send
– create a master schedule
– include frequency in online sign-up
– coordinate timing for maximum impact
– announcements / event invitations (as
needed)
• when to send
– when is your audience most likely to read it?
– day of week
– time of day
– test, test, test
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21. get email opened
• The “from” line
– use a name the recipient will
recognize
– include your company name
or brand
60% of consumers say the
– clearer the better "from" line most often
– shorter the better determines whether they
open an email or delete it.
– be consistent Source: DoubleClick
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22. get email opened
• The “subject” line
– keep it short and simple 30% of consumers say the
– you have 3 seconds or less
“subject" line most often
determines whether they
– 30-40 characters including
open an email or delete it.
spaces Source: DoubleClick
– incorporate a specific benefit
– capitalize and punctuate
Jill’s Spa
Sumatra Coffee Shop
Jill’s Spa: 5 openings this Sat – Save 20%
Our Brazilian Dark Roast That You Don’t Want...
carefully
Financial Planner Inc
John Smith
2 tips for getting audited by the IRS
Special Offer for You
Sales Leader Cold Calling Secrets that Really Wok
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23. send engaging content
– share your expertise
– create exclusivity and
VIP status
– acknowledge your
audience
– entertain & be
humorous
– use text, photos,
podcasts, video
– use calls-to-action
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24. call your audience to action
instruct them to:
subscribe to your blog
share your content on social sites
connect with your social sites
print out a coupon/offer
call/email you for information
forward email to a friend
subscribe to your newsletter
purchase/donate
tell the reader WHAT to do, HOW
to do it, and that you want them
to do it right NOW!
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25. keep content concise
email only essential
information
– link directly to the information
– use bullets or summaries
– give instructions if necessary
host the rest of the
content…
– on your website
– in a PDF document
– in a longer archived version
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26. what gets tracked?
blocking (81% delivered – CC 98%)
aol msn yahoo att
Lots of Things…
 Number Sent
 Bounced Messages
 Delivery Rate
 Opens
 Clicks
 Forwards
 Unsubscribes
 Spam Complaints
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27. what influences the open rate?
– from / subject line
– delivery day / time
– list overuse, age, or
quality
– device people are
using
– images disabled
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28. why did people click through?
– call-to-action
– compelling copy
– great offer
– want info
Learn interests to better target your audience
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29. subject line activity*
• decide what you want to send
• mimic magazine headlines
• apply a formula:
e.g. number or ? + adjective + keyword + promise
bold promise: “selling your house in a day”
apply the formula:
“How To Effortlessly Sell Your Home in Less than 24 Hours”
*time permitting
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30. get more help, locally
http://marketplace.constantcontact.com
Interested in becoming a Solution Provider? Text BIZGROWTH to 42828
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31. what you could do next…
create your first email today…
constantcontact.com/email-marketing/signup.jsp
call a coach to learn more…
toll free: 866.876.8464
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