How To Get The Most Out Of Email Marketing - Top Tips From Constant Contact By Kathy Ennis
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Kathy Ennis delivered a talk about how local businesses can use email marketing to gain their customer database and to persuade customers to come back.
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How To Get The Most Out Of Email Marketing - Top Tips From Constant Contact By Kathy Ennis
- 1. 1
- 2. Halfmoon YogaHalfmoon Yoga B•B•Q How to Get the Most Out of Email Marketing Top Tips from Constant Contact © 2014
- 3. The Small Business Builder & Constant Contact Evangelist 3 kathy@kathyennis.co.uk kathyennis.co.uk @kathyennis
- 4. 4 Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Events & Registrations Offers & Promotions Newsletters & Announcements Feedback & Surveys
- 5. Campaigns & Newsletters | Email | Email + Social | Next Steps
- 6. 6 marketing Campaigns & Newsletters At its core, marketing is about eliciting a physical and measureable response
- 7. pull response 7 Campaigns & Newsletters What is a campaign? push content
- 8. 8 Campaigns & Newsletters What is a newsletter?
- 9. Campaigns & Newsletters | Email | Email + Social | What’s Next?
- 10. 10 What you know that they don’t What you have access to that they don’t “Original” isn’t required… just be interesting and relevant Email What do I say?
- 11. 11 Email How much is enough? Focus. Less is more. ? 51% November 2013
- 12. 12 Email A picture is worth...
- 13. 13 Email A picture is worth... Pictures get 47% more click-through activity than content without images, but… …don’t over-rely on images! Be sure to use text labels in case images aren’t displayed by the recipient’s mail program. Don’t use images of your content. Remember: your content is viewed on mobile devices… A picture is worth...
- 15. Who is it “from?” What’s the “subject?” When do you send your communication? Email Now, later or never Three little words that rule your world
- 16. 16 Email Who is it from? Winning the battle of priorities How will you be most recognisable?
- 18. Email Subject line Winning the battle of priorities SECONDS WORDS TODAY
- 19. 19 Monthly is most common Ask yourself: “When are my readers likely to take the action I want?” Email When to send
- 20. 20 Key action must be above scroll line Do not give too many choices Make all images clickable (and with text labels) Email Practical advice (and on your mobile device)Test it on yourself!
- 21. Campaigns & Newsletters | Email | Email + Social | Next Steps
- 22. Email + Social It influences decisions 74% Rely on social networks to guide purchase decisions source: Fedelta 55% Share purchases on social networks source: Fedelta 68% Learn more about a charity if they see a friend posting about it source: MDG Advertising
- 23. 23 Email + Social Email & Social You have to use both Drive traffic back to your list, email, etc... Amplify your email
- 24. 24 Email + Social Email + Social
- 25. Campaigns & Newsletters | Email | Email + Social | Next Steps
- 26. 26 Next Steps Tools to expand your reach Social media buttons
- 27. 27 At register With the bill at end of the meal On registration forms On your business cards Next Steps Tools to expand your reach Offline
- 28. 28 Web sign-up tool (app for website, Facebook, etc) Next Steps Tools to expand your list Online
- 29. Content calendar for all channels S M T W T F S 1 2 Tips for Spring • Newsletter • Facebook • Twitter • LinkedIn 3 4 5 6 7 Motivation Monday • Facebook • Pinterest 8 9 10 11 New Product • Newsletter • Facebook • Twitter 12 13 14 Motivation Monday • Facebook • Pinterest 15 16 Staff Pics • Facebook • Instagram • Newsletter 17 18 19 20 21 Motivation Monday • Facebook • Pinterest 22 23 24 Event Photos • Facebook • Twitter 25 26 27 28 Motivation Monday • Facebook • Pinterest 29 Sale • Newsletter • Facebook • Twitter 30 Newsletter • Email • Facebook • Twitter regular newsletter blog post theme days multimedia news/promotions
- 30. Halfmoon YogaHalfmoon Yoga B•B•Q OFFER A FREE 60-Day Constant Contact trial: kathyennis.co.uk/email You get: • Email marketing coach • List-building tools • Professional templates • Social media integrations • AND events, surveys, offers
- 31. The Small Business Builder & Constant Contact Evangelist 31 kathy@kathyennis.co.uk kathyennis.co.uk @kathyennis Thank You
- 32. 32
Editor's Notes
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- INTRO Work with small businesses to start and to grow – more profit. Specialise in Brand and Engagement Marketing – appropriate to this session: Brand is what people say when you are not in the room Engagement marketing is using (primarily) online resources to share your knowledge, expertise, build an audience (who say nice things about you when you are not in the room) CTCT has been a mainstay of engagement in my business for many years, so it was a natural progression to … Solution Provider – work with clients Authorised Local Expert – able to come out and speak to groups such as this about the products
- When people think of CTCT they think of email However, as I said previously the CTCT Toolkit is a one-stop-shop digital marketing suite – newsletters, events, surveys, social campaigns via Facebook
- As we get started I want to give you a few definitions to put everything else I say into context
- Definition #1 – Marketing Marketing is the process of taking an action that creates a physical and measurable response For Example You define an audience: a group of people that you want to target. You reach out to them with a message that is specific to that audience You ask them to do something - a click, a reply, a call, a purchase, a referral etc. – and then you measure how many of them do it to determine how successful the activity was. You should keep this in mind as we go through this section because your aim should always be to get them to DO SOMETHING. [click to next slide]
- Definition #2 – Campaigns Following on from the definition of marketing as a need to get a response a campaign is the process of pushing out content in order to pull in a response from those you are targeting It’s not necessarily about ‘making the sale’ – think of it more as a conversation. NB – it’s this aspect that gives smaller businesses the advantage over their larger counterparts as we tend to be closer to our customer base and therefore conversations are more personal and engaging
- Definition #3 – Newsletters (as this is the main aspect of my talk) A newsletter is an email communication you send to your customers, supporters, clients, volunteers containing: Information Hints Tips Advice Relevant insights Things they have ‘signed-up’ for Things that they want to read.
- Let’s start talking specifically about email
- What do I say concerns many people However, think about these three things: Write about what you know and they don’t – you are the expert in your business, your customers rely on you to know about your product or service or what’s happening in your industry – TELL THEM Write about the topics that you have access to that they may not – this can mean that you let them download a special report, give them backstage passes, early registration, reserved or special seating, an extra hour of your time when they pay for two… and give it away when you can. What you are trying to do is build what is called a resource relationship, Where when their need for what you do comes up, YOU are the person that comes to mind. Give it away – your knowledge and your access, when you can. Write about what others are writing about – be the hub or the point of access. So send links to other sources, know your stuff and they will see you as their resource
- How many of you love getting lots of really long emails? [show of hands] With this type of email commination less is always more. Short, sharp, informative, to the point There is no rule that says your newsletter needs to have three articles, three pictures and three links. One thing is plenty. There is a Constant Contact customer whose newsletter is actually called One Thing – he did it to make it easy on himself and it works really well – people can absorb it and he’s not under the gun to come up with a bunch of content to fill it. [click to build] Over 50% are reading it on a mobile device…who is going to scroll through 14 articles {additional talking points if you have time] Mobile stat from: research from: email open by platform: https://litmus.com/blog/mobile-opens-hit-51-percent-android-claims-number-3-spot?utm_campaign=nov2013news&utm_source=newsletter&utm_medium=email
- Here are some examples – you can see them in different layouts [click to next slide]
- Let’s think about the use of images Build through each point…these are key points and tips about image use Source: 47% stat from the Curata “Curation Habits Report 2012” http://www.curata.com/resources/surveys/curation-habits-report-2012/?LDT=Survey&LD=Habits&LST=Email-Newsletter&LS=Where2Share_Newsletter_080713&mkt_tok=3RkMMJWWfF9wsRokuKzMZKXonjHpfsX56%2BgsW6Kg38431UFwdcjKPmjr1YIHTcF0aPyQAgobGp5I5FELSrTYVLZut60NUw%3D%3D
- My motto is – write it once and use it many times As small business owners you are generally chief cook and bottle washer so you don’t necessarily have time to do lots of original things You should be thinking about those things with more than one delivery medium in mind. Examples: You might send a newsletter with 5 tips for cleaning out your closet…and each tip could be Tweeted, once a day for a week You could show before and after pics in a press release about the benefits of your service, and then you could post those pictures on Pinterest. If you’ve sent an announcement about something of interest to your readers via email, you can get some mileage with that announcement across your social channels as well.
- Whether you are conscious of it or not you mentally sort all your email and social media content using three words Now – you are going to do something with it immediately Later – I am going to come back to that later on Never – it’s gong to sit in my inbox until I get fed up with it and delete it without doing anything with it What you want for your email communications is for them to always be classed as ‘Now’ In order for that to happen there are three fundamental factors that will influence this; [click to build] Who sent it [click to build] The subject line, or the headline [click to build] And your timing – meaning when you sent it or posted it
- Winning the battle of priorities #1 – WHO Here is a strong ‘brand’ element – the need for consistency in the WHO. Think about how people recognise you; is it your name, is it a company name, is it an acronym. I am Kathy Ennis on everything … It’s important for you to [click to build] be recognisable… [click to build] – and to be recognised across the channels you’re using. Example If you send your emails using your name, but your Facebook page shows up in people’s newsfeeds as your business name, people might not make the connection.
- Winning the battle of priorities #1 – WHO I am going to use that word again – consistency This time in terms of layout and colours So templates make the process of sending emails much easier…and enables you to preserve the look and feel of your brand. These are some examples of templates from Constant Contact – because, obviously that’s what I have access to – but whatever system you’re using, make sure they have mobile-friendly templates that are easy to edit, to match colors Be sure to make them “your own” with your own logos and photos and links. It doesn’t have to be hard to look professional and sharp!
- Winning the battle of priorities #2 – SUBJECT When you’re up against the Now, Later or Never game, your subject line on an email – or the headline of your social media post, can make a big difference in the response. Here is a simple method for writing more powerful subject and headlines. It’s called the 2-2-2 principle. Let’s walk through it quickly. [click to build] The first 2 is for the 2 seconds you typically have to compel them to pay attention. [click to build] The second 2 is for the first 2 words of your subject line or headline. That’s really all they read before making a decision. And not a decision about whether to read your message, but as to whether or not they will bother to read the rest of the subject line. [click to build] The third 2 is for “why does this email or message matter today” Today – that’s the third 2. If you can answer that question in your subject line or headline, as close to the first two words as possible, more people will stop and at least open your message.
- Winning the battle of priorities #3 - WHEN When to send is another very common question how often to send When (time of day, day of the week etc.) [click to build] Newsletters or email marketing – monthly is the most common Good idea to add unexpected messages every once in a while, especially if they relate to an exciting announcement about your organization [click to build] “When will my readers be most likely to take the action I want?” When will they be most likely to click through to the article I’ve posted, come into my store after reading, register for an event, etc.? Use that as a starting point.
- To conclude this part a few more tips: Keep you key message at the top Don’t overload choice – or offer / 3:1 ratio Use images – actually USE them Always test on yourself before you post – on your PC / laptop / phone / tablet etc.
- Now I want to tie what I have just said into how you can connect emails with a wider audience through the use of social media Why is this important? [click to next slide]
- We live in a review-based society Who here [show of hands] uses reviews to help them decide which film to see, which computer to buy etc. etc. Social media influences decisions, it has become a primary driver of behaviour Here are some statistics that you may find interesting: [click to build] It influences purchasing – 74% of shoppers rely on social networks to guide purchase decisions [click to build] It influences word of mouth. Your customers tell their friends about you – 55% of people share information about their purchases on social media. [click to build] It influences people’s connections to nonprofits – 68% of people will go online and learn more about the charities and causes that their friends support when their friends post about it on social media.
- When you combine email with social media, [click to build] the combination will both increase the reach of your email campaigns that enjoy 97% deliverability (it’s actually a even higher with Constant Contact but on average that is a standard rate). [click to build] Sharing your email on social media will get it in front of more people, with the potential to grow your list. And if you’re doing it right, keeping it short, making the action or response obvious and simple and providing access, information and real value then you will grow your business. Here’s an example [Click to next slide]
- [click to build] Here’s an example of one business, Boloco (a small chain of fast-casual burrito restaurants), and how they are leveraging both email and social media together. They use a lot of the best practices we covered – they have brand consistency across platforms, great images, and good subject lines.
- So now I want to let you know about some ideas and tools to help you expand your reach with your emails and newsletters
- Use a “Social Share bar” at the top of your emails It will make really easy for your readers to share your message with others, part of that referral engine we talked about earlier. They also make it easy to follow you on the various social networks in a single click. It’s one of the reasons I love CTCT email templates as they have all been designed to include a social share bar at the top and they have made it very easy to add social icons with links anywhere in your campaign. [click to next slide]
- Not all expansion tools are online. There are offline techniques that you can use to build your list Making it easy for people to join your list will mean that you ca build it quickly and easily First, in person you can invite people to join your list with a sign up card, a notice on receipts, you can just Ask at the register -- [click to next slide]
- There are lots and lots of online options Examples: Links and buttons for this can be added to your website or your Facebook page Include it in the signature or your regular emails Include it on PDF downloads and documents [click to next slide]
- The final points I want to make are around making time to incorporate all of this into your day / week Time is the enemy of the small business so I am a massive believe in creating timetables and calendars Part of the challenge is thinking about when to push all of this stuff out. Earlier I mentioned identifying the day of the week and time of day to send your emails. What I’m talking about now is putting all of your planning into one calendar. Example: A blog post is going out at the beginning of the month (2nd) Some more irregular or “just in time” announcements are going out at different times during the month (11th and 29th) Social media posts have also been scheduled throughout the month The regular newsletter is being sent on the last (working) day of the month (30th) – so that it can take advantage of everything that has been shared during the month (write it once and use it many times) If you combine this idea of an output calendar with the other tips I have shared with you today, you’ll be well on your way to improving the effectiveness of your newsletters and announcements.
- And just to help you – you are more then welcome to take advantage of this offer. You can either complete one of these nifty forms I have with me know or simply go to my website and use the link provided. I am here until the end of the evening, so more then happy to answer questions