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Glenwood Springs BU - Email Marketing


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Email Marketing Breakout Session from BU Glenwood Springs

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Glenwood Springs BU - Email Marketing

  1. 1. Email Marketing with Constant Contact<br />
  2. 2. Why Email Marketing?<br />
  3. 3. New to Constant Contact? Sign up here:<br /><br />
  4. 4. Building your list<br />
  5. 5. DO NOT BUY LISTS!<br />
  6. 6. Make a plan<br />Build a 6-month minimum promotion/sales plan. Events should be marketed with a average booking window + 2-month lead time.<br />Create blasts based on content you can multipurpose. New 4th of July special tied to beach fireworks event can be used in many ways in your marketing strategy<br />Email Blast, Website banner ad, PPC Campaign, Chamber Ad buy, Press Release, <br />
  7. 7. Segmentation<br />Don’t send 1 blast to your entire list – different segments of your audience want different messages.<br />Segmentation Options:<br />Transportation: Drive to vs. Fly to<br />Group size: Family vs. Retiree<br />Length of Stay: 7-day stay vs. midweek vs. long weekend<br />Interests: Golf vs. beach<br />
  8. 8. How do you Segment?<br />ASK! Website Opt-in in the Constant Contact system allows you to ask many questions that can help you send the right message to the right person.<br />Require important fields like First Name and City & State <br />let them choose the kind of information they want to receive<br />
  9. 9.
  10. 10. Build a Blast<br />
  11. 11. Tips for Effective Blasts<br />
  12. 12. 1) Healthy combination of text & Images<br />
  13. 13. Which Test Won?<br />Version A<br />Version B<br /><br />
  14. 14. 2) Determine the appropriate format!<br />
  15. 15. 3) Just the facts, please<br />Email only essential info<br />Use bullets & summaries<br />Link directly to the info<br />Give instructions if necessary<br />Link to more in-depth info on landing pages or pdfs if necessary – don’t fill up your blast with words!<br />
  16. 16. 4) Make it easy to buy!<br />
  17. 17. 5) Calls to Action!<br />
  18. 18. Avoid Spam Speak<br />
  19. 19. 5) WHY they should buy?<br />Include testimonials & reviews<br />Offer coupons & discounts<br />Share your knowledge of the area<br />
  20. 20. 6) Make your Brand Consistent<br />
  21. 21. 7) Landing Pages<br />Make sure your message is consistent<br />Land your recipients on a page that is designed specifically for that offer<br />Use this same landing page for banner ads, PPCs, etc.<br />
  22. 22. 8) WHEN to send?<br />
  23. 23. 9) DON’T Send it & Forget it!<br />Unopened blasts are an opportunity to improve, not a lost sale<br />Resend your blast 5-7 days later to those who didn’t open it with a new subject line to improve your open rate.<br />
  24. 24. Sent = total blasts sent in this send<br />Bounces = Email that is returned because of a bad address, or mailbox was full or email was blocked.<br />Spam Reports – Loose rule is 1/100 sent – make sure your list is recent & clean<br />Opt-outs are people who unsubscribe via the link at the bottom of the blast<br />Opens = those that INTERACTED with the email – downloaded an image or clicked a link – not necessarily “read” rate<br />Clicks = those that clicked on something in the email<br />Forwards = those that sent your blast to someone else<br />