Halfmoon YogaHalfmoon Yoga
B•B•Q
Campaigns That Drive Action:
Newsletters & Announcements
Featuring email and social engag...
www.LizBESocial.com
www.facebook.com/LizBeSocial
www.twitter.com/LizBESocial
2
Liz Olimpio
Principal
Mallory Stanton
Web D...
3
Grow with Constant Contact
Get results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
...
4
Agenda
What are campaigns, newsletters?
Email
Email + Social: you have to use both!
Next Steps
Campaigns & Newsletters | Email | Email + Social | Next Steps
6
marketing
Campaigns & Newsletters
At its core, marketing is about
eliciting a physical and measureable
response
pull response
7
Campaigns & Newsletters
What is a
campaign?
push content
8
Campaigns & Newsletters
What is a
newsletter?
9
Reporting
10
Individual Email Results
11
How Many People Clicked On
Link for Facebook Critique
12
Segmentation – Create New List
13
Targeted Campaign To New List
14
Higher Conversion Rate
15
Monetate's Ecommerce Quarterly 2013
16
Campaigns & Newsletters
Different types of newsletters
Newsletters
Keep your audience in-
the-know Card or announcement...
Campaigns & Newsletters | Email | Email + Social | What’s Next?
18
What you know that they don’t
What you have access to that they don’t
“Original” isn’t required… just be interesting
an...
19
Email
How much is enough?
Focus.
Less is more.
?
51%
November 2013
20
Email
A picture is worth...
21
Email
A picture is worth...
Pictures get 47% more click-through activity than
content without images, but…
…don’t over-...
22
Email
Use images carefully!
23
Email
Got pics?
Some channels
thrive on visuals
24
Email
Repurpose & Reuse
Who is it “from?”
What’s the “subject?”
When do you send
your communication?
Email
Now, later or never
Three little words ...
27
Email
Who is it from?
Winning the battle of priorities
CAN-SPAM Act
go to www.business.ftc.gov and search “CAN-SPAM”
Ho...
29
Email
Look great
Brand consistency
Email
Subject line
Winning the battle of priorities
SECONDS WORDS TODAY
Make Subject line
strong & enticing
 30% say subject line determines
if they open it
 Keep it short & simple, what’s
in ...
32
Email
Winning the battle of
priorities
Tomorrow: Need 3 Hammers –
Can You Help?
Joe’s Pet Store
Newsletter
ALERT: Help ...
33
Monthly is most common
Ask yourself: “When are my
readers likely to take the
action I want?”
Email
When to send
34
Email
Find your best day
Send your e-mail, watch for
best response
Select 3 days in the week
to test
Divide your list i...
35
Email
Find your best time
Select 3 times on the day
with the best results
Use same 3 groups of
people
Send email at 3 d...
36
Email
When to send or post
Do not be romanced by a high open rate –
measure actions!
37
67% don’t see images by default
Text links get more clicks than buttons
Place your logo left or center in email
Include...
38
Key action must be above scroll line
Do not give too many choices
Make all images clickable (and with text
labels)
Emai...
39
LizBESocial Tip
Use CTA’s As Image Labels
Campaigns & Newsletters | Email | Email + Social | Next Steps
41
Email + Social
Then vs. now
Social media marketing for small businesses
source: Constant Contact Small Businesses Then ...
42
Email + Social
Then vs. now
Social media marketing for small businesses
source: Constant Contact Small Businesses Then ...
Email + Social
It influences decisions
74%
Rely on
social
networks to
guide
purchase
decisions
source: Fedelta
55%
Share
p...
44
Email + Social
Email & Social
You have to use both
Customers Prospects
Fans Leads
45
Email + Social
Email + Social
46
Email + Social
Email + Social
47
Email + Social
Email + Social
Campaigns & Newsletters | Email | Email + Social | Next Steps
49
Next Steps
Tools to expand your reach
Simple Share tool
50
Next Steps
Tools to expand your reach
Social media buttons
51
At register
With the check at end of
the meal
On registration forms
Next Steps
Tools to expand your reach
Offline
52
Web sign-up tool
(app for website,
Facebook, etc)
Next Steps
Tools to expand your list
Online
53
54
55
Next Steps
Tools to expand your list
Text to Join™
from Constant Contact
TXT
Scan to Join™
from Constant Contact
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...
www.LizBESocial.com
www.facebook.com/LizBeSocial
www.twitter.com/LizBESocial
57
Liz Olimpio
Principal
Mallory Stanton
Web ...
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Email marketing for success - newsletters & announcements

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Email marketing for success - newsletters & announcements

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  • [NOTE: these reflect the different types of newsletters available to customers in the Toolkit product flow…all of these should make sense except for perhaps the “Custom code email,” which could simple be presented as a form of communication where you go the extra step to customer colors, the template and the in-message presentation using custom HTML code instead of a stock template.]

    There are lots of different types of communications, loosely referred to as newsletters, that you might send. These [click to build…all will build automatically] are just a few examples…from sending a quick update just to keep your audience informed, to a simple card or announcement, all the way to what we call a custom-code email…where you or a designer you work with create your own email in our platform using your own custom code.

    [Speaker note: this isn’t a bad place to pause and ask what other types of communications the audience might lump in under the “newsletter” heading…and to note if/how there are differences along industry or vertical lines.]


    [click to next slide]
  • So what do you write about in your newsletter?
    This is one of the biggest hurdles that most people have to jump. Luckily, the answer can be very simple.
    [click to build] First, and above all else, you write about what you know that they don’t know. You share your knowledge and raise your profile as an expert in your field.
    Next [click to build] write about what you have access to that they don’t have access to – and you have more access than you might think. 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. [click to build] and you don’t have to be prolific, writing original material every time. You just need to 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

    (If you have a longer session, this is a great time to ask people in the audience what they do for a living and give them some ideas for content so that you get the room thinking in these terms) (Also if you have a longer session, you can give an example of a business that “gives away the farm” and drives business doing so)



    [click to next slide]
  • (Ask if anyone in the class wants to get a long email from anyone else in the class. No one will raise their hand.)
    No one has ever raised their hand. If you are a church, a chamber of commerce or a school, you probably have long emails and we are all okay with getting those. Our children and our businesses rely on you and we want to see activity – we are willing to get a long email from you. (right? Ask the crowd) …we don’t read them, but it’s okay that we see them. So take the pressure to create or write off of yourself. [click to build] Less is more. Always.
    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 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] and don’t forget that over 50% are reading it on a mobile device…who is going to scroll through 14 articles?
    {additional talking points if you have time] Your emails and their social media activities are NOT for telling people everything that they do. That is part of the hole people dig for themselves when they start writing their emails, they try to say everything. That is not what your emails and social media posts are for. That’s what your website is for. Your emails and your social media is about offering one thing at a time and tracking whether or not it moved the needle. Plain and simple.

    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
  • [these all build automatically after first click…speaker can choose to highlight one or two, or all, or different ones if wanted]

    Source for 67%: Jeanne Jennings, Marketing Sherpa: “Preview Panes, Image Blocking and My Pitch to Have Microsoft Outlook Turn Images on by Default,” June 2010
    This slide is a great one to refer back to after you’ve left the class today, almost like a checklist for your email marketing – it’s just some simple, practical advice for getting better response in your emails. I’ll go through them quickly.

    Many people do not see pictures in their emails, and text links get more clicks than a beautiful button -- probably because of that 67% stat.
    Make sure your logo is left or center, not right – because people often see email in small windows that eclipse the right side, and make sure your company name is in text near the top. If your name is only in a graphic of your logo, all those people with no pictures will not realize the message is from you at first glance.
    The action you want people to take should be above the scroll line – most people do not scroll, and do not give too many choices, one or two at most. People do not have time to window shop and make decisions in your email. If you want them to take action, reduce the number of choices.
    Make sure all of your pictures are clickable, this is easy to do with our tools and test your message on yourself, send it to yourself and if you can, test it on your cell phone or iPad too, just to know it looks good for everyone.

    I’ve said it a few times already…be sure to test your newsletters on yourself. Tools like Constant Contact make it easy to send a test email to yourself or someone else so you can view it on a desktop, on your mobile phone…

    [Speaker: you could pause here and ask the audience for other tried-and-true tips that they follow. If you hear something new or creative, share it with your fellow speakers and the folks building the content!]
  • [these all build automatically after first click…speaker can choose to highlight one or two, or all, or different ones if wanted]

    Source for 67%: Jeanne Jennings, Marketing Sherpa: “Preview Panes, Image Blocking and My Pitch to Have Microsoft Outlook Turn Images on by Default,” June 2010
    This slide is a great one to refer back to after you’ve left the class today, almost like a checklist for your email marketing – it’s just some simple, practical advice for getting better response in your emails. I’ll go through them quickly.

    Many people do not see pictures in their emails, and text links get more clicks than a beautiful button -- probably because of that 67% stat.
    Make sure your logo is left or center, not right – because people often see email in small windows that eclipse the right side, and make sure your company name is in text near the top. If your name is only in a graphic of your logo, all those people with no pictures will not realize the message is from you at first glance.
    The action you want people to take should be above the scroll line – most people do not scroll, and do not give too many choices, one or two at most. People do not have time to window shop and make decisions in your email. If you want them to take action, reduce the number of choices.
    Make sure all of your pictures are clickable, this is easy to do with our tools and test your message on yourself, send it to yourself and if you can, test it on your cell phone or iPad too, just to know it looks good for everyone.

    I’ve said it a few times already…be sure to test your newsletters on yourself. Tools like Constant Contact make it easy to send a test email to yourself or someone else so you can view it on a desktop, on your mobile phone…

    [Speaker: you could pause here and ask the audience for other tried-and-true tips that they follow. If you hear something new or creative, share it with your fellow speakers and the folks building the content!]
  • So, we’ve talked through a number of different ways you can think about making your newsletters, whatever the type and goal, more effective. And earlier we mentioned in a couple of different places that you should be thinking about how you might repurpose content or images for social media.

    That’s because social media has become an important component of the marketing toolkit. We’re not going to go into depth about which social channels might be best for you, or the specifics of each channel or what to say on each channel.

    I just want to spend a few minutes addressing the importance of social media as a marketing tool, and why it’s so important that you start to think about email and social media at the same time, as connected pieces of the same communications effort.
  • You may have wondered if you need to be focused on both social media and email marketing. Or you may have asked “Why is social media important for your business or nonprofit?”

    The answer to the first question is, “yes!” you do need to do both. That’s because of the answer to the second – social media has impacted businesses and nonprofits in a big way. It’s how many new customers or clients or donors are finding organizations, and it’s how many organizations are staying top of mind for their current customers, clients or donors, as well as helping to make them loyal, repeat contributors.

    Just how big has the shift to include social media in the marketing mix been? We’ve done some research…

    Five years ago, in 2008, we asked small businesses what kinds of tools they were using for marketing. [click to next slide]
    Only 10% were using social media marketing.

    Compare that to just 5 years later, when [click to next slide]
  • that has gone up to 87%. Why? Because social media works. You’re small businesses – you don’t do things that don’t work.

    That’s quite a statistic, and shows just how integral social media has become as a marketing tool for all organizations. But when we say “it works,” what do we mean? If small businesses, nonprofits, independent consultants and others don’t do things that don’t work, then what is it about social media that “works?”

    [click to next slide]

  • It works because it influences decisions. It works because it has become a primary driver of behavior.

    [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.

    Purchasing stats: http://www.mediabistro.com/alltwitter/social-commerce_b46141

    68% take the time to learn more about a charity if they see a friend posting about it http://mashable.com/2012/12/12/non-profits-social-media-infographic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29

    Consider adding…
    Those referrals are very important to your organization: 71% of consumers are more likely to purchase a product based on social media referrals. Every day, people are going online to review or recommend the businesses and nonprofits that they support, and people in their networks trust those referrals because they know the people who write them, or – if they don’t – they trust unbiased reviews from people just like them.

    Source: http://blog.hubspot.com/blog/tabid/6307/bid/30239/71-More-Likely-to-Purchase-Based-on-Social-Media-Referrals-Infographic.aspx


  • That’s why it’s so important to shift your thinking

    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.

    Let’s look at just a few businesses that have taken this to heart…
  • [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.
  • [click to build] Here’s an example of one non-profit, Girl Scouts of Northeast Texas, and how they are leveraging both email and social media together.
    They – like Boloco – have carried their branding across platforms. They use images in their channels and they have a lot of great original content.

    Girlscouts of NE Texas: Site Owner UID: 1098469864099(dv7p5a44)
  • [click to build] Here’s an example of a services business and a franchise, Liberty Tax, and how they are leveraging both email and social media together.
    Again, you see brand consistency, great design, lots of helpful tips and links.

  • Sharing tools expand your reach… this is an example of Constant Contact’s simple share tool
    Makes it easy to push your email campaigns, events, surveys and offers out on multiple channels with a few clicks.

    [click to next slide]

  • Email marketing for success - newsletters & announcements

    1. 1. Halfmoon YogaHalfmoon Yoga B•B•Q Campaigns That Drive Action: Newsletters & Announcements Featuring email and social engagement. © 2014
    2. 2. www.LizBESocial.com www.facebook.com/LizBeSocial www.twitter.com/LizBESocial 2 Liz Olimpio Principal Mallory Stanton Web Designer
    3. 3. 3 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
    4. 4. 4 Agenda What are campaigns, newsletters? Email Email + Social: you have to use both! Next Steps
    5. 5. Campaigns & Newsletters | Email | Email + Social | Next Steps
    6. 6. 6 marketing Campaigns & Newsletters At its core, marketing is about eliciting a physical and measureable response
    7. 7. pull response 7 Campaigns & Newsletters What is a campaign? push content
    8. 8. 8 Campaigns & Newsletters What is a newsletter?
    9. 9. 9 Reporting
    10. 10. 10 Individual Email Results
    11. 11. 11 How Many People Clicked On Link for Facebook Critique
    12. 12. 12 Segmentation – Create New List
    13. 13. 13 Targeted Campaign To New List
    14. 14. 14 Higher Conversion Rate
    15. 15. 15 Monetate's Ecommerce Quarterly 2013
    16. 16. 16 Campaigns & Newsletters Different types of newsletters Newsletters Keep your audience in- the-know Card or announcement WOW! Custom code email 101001 Business letter Press release
    17. 17. Campaigns & Newsletters | Email | Email + Social | What’s Next?
    18. 18. 18 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 write about?
    19. 19. 19 Email How much is enough? Focus. Less is more. ? 51% November 2013
    20. 20. 20 Email A picture is worth...
    21. 21. 21 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...
    22. 22. 22 Email Use images carefully!
    23. 23. 23 Email Got pics? Some channels thrive on visuals
    24. 24. 24 Email Repurpose & Reuse
    25. 25. 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
    26. 26. 27 Email Who is it from? Winning the battle of priorities CAN-SPAM Act go to www.business.ftc.gov and search “CAN-SPAM” How will you be most recognizable?
    27. 27. 29 Email Look great Brand consistency
    28. 28. Email Subject line Winning the battle of priorities SECONDS WORDS TODAY
    29. 29. Make Subject line strong & enticing  30% say subject line determines if they open it  Keep it short & simple, what’s in it for the reader • 30 – 40 characters including spaces, 5-8 words  Subject line tool help http://www.portent.com/tools/title-maker Magazine covers great inspiration!
    30. 30. 32 Email Winning the battle of priorities Tomorrow: Need 3 Hammers – Can You Help? Joe’s Pet Store Newsletter ALERT: Help your dog beat the heat! Children’s Classes Classes Start Monday, 5 seats left! March Newsletter
    31. 31. 33 Monthly is most common Ask yourself: “When are my readers likely to take the action I want?” Email When to send
    32. 32. 34 Email Find your best day Send your e-mail, watch for best response Select 3 days in the week to test Divide your list into 3 groups of people 1 2 3
    33. 33. 35 Email Find your best time Select 3 times on the day with the best results Use same 3 groups of people Send email at 3 different times of day, note time with best results 1 2 3
    34. 34. 36 Email When to send or post Do not be romanced by a high open rate – measure actions!
    35. 35. 37 67% don’t see images by default Text links get more clicks than buttons Place your logo left or center in email Include company name in text Email Practical advice
    36. 36. 38 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!
    37. 37. 39 LizBESocial Tip Use CTA’s As Image Labels
    38. 38. Campaigns & Newsletters | Email | Email + Social | Next Steps
    39. 39. 41 Email + Social Then vs. now Social media marketing for small businesses source: Constant Contact Small Businesses Then & Now study % of small businesses using social media marketing 10% 2008
    40. 40. 42 Email + Social Then vs. now Social media marketing for small businesses source: Constant Contact Small Businesses Then & Now study % of small businesses using social media marketing 87% 2013
    41. 41. 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
    42. 42. 44 Email + Social Email & Social You have to use both Customers Prospects Fans Leads
    43. 43. 45 Email + Social Email + Social
    44. 44. 46 Email + Social Email + Social
    45. 45. 47 Email + Social Email + Social
    46. 46. Campaigns & Newsletters | Email | Email + Social | Next Steps
    47. 47. 49 Next Steps Tools to expand your reach Simple Share tool
    48. 48. 50 Next Steps Tools to expand your reach Social media buttons
    49. 49. 51 At register With the check at end of the meal On registration forms Next Steps Tools to expand your reach Offline
    50. 50. 52 Web sign-up tool (app for website, Facebook, etc) Next Steps Tools to expand your list Online
    51. 51. 53
    52. 52. 54
    53. 53. 55 Next Steps Tools to expand your list Text to Join™ from Constant Contact TXT Scan to Join™ from Constant Contact
    54. 54. 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
    55. 55. www.LizBESocial.com www.facebook.com/LizBeSocial www.twitter.com/LizBESocial 57 Liz Olimpio Principal Mallory Stanton Web Designer Get started today… 60-day free trial http://bit.ly/EMAILFREEfor60

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