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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
Conte...
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
31
Email
Winning the battle of
priorities
Tomorrow: Need 3 Hammers –
Can You Help?
Joe’s Pet Store
Newsletter
ALERT: Help ...
32
Monthly is most common
Ask yourself: “When are my
readers likely to take the
action I want?”
Email
When to send
33
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...
34
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...
35
Email
When to send or post
Do not be romanced by a high open rate –
measure actions!
36
67% don’t see images by default
Text links get more clicks than buttons
Place your logo left or center in email
Include...
37
Key action must be above scroll line
Do not give too many choices
Make all images clickable (and with text
labels)
Emai...
38
LizBESocial Tip
Use CTA’s As Image Labels
Campaigns & Newsletters | Email | Email + Social | Next Steps
40
Email + Social
Then vs. now
Social media marketing for small businesses
source: Constant Contact Small Businesses Then ...
41
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...
43
Email + Social
Email & Social
You have to use both
Customers Prospects
Fans Leads
44
Email + Social
Email + Social
45
Email + Social
Email + Social
46
Email + Social
Email + Social
Campaigns & Newsletters | Email | Email + Social | Next Steps
48
Next Steps
Tools to expand your reach
Simple Share tool
49
Next Steps
Tools to expand your reach
Social media buttons
50
At register
With the check at end of
the meal
On registration forms
Next Steps
Tools to expand your reach
Offline
51
Web sign-up tool
(app for website,
Facebook, etc)
Next Steps
Tools to expand your list
Online
52
53
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
55
Liz Olimpio
Principal
Mallory Stanton
Cont...
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Pillar 3 email marketing for success- newsletters & announcements sm providence

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Pillar 3 email marketing for success- newsletters & announcements sm providence

  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 Content Marketing Strategist
  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. 31 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
  30. 30. 32 Monthly is most common Ask yourself: “When are my readers likely to take the action I want?” Email When to send
  31. 31. 33 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
  32. 32. 34 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
  33. 33. 35 Email When to send or post Do not be romanced by a high open rate – measure actions!
  34. 34. 36 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
  35. 35. 37 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!
  36. 36. 38 LizBESocial Tip Use CTA’s As Image Labels
  37. 37. Campaigns & Newsletters | Email | Email + Social | Next Steps
  38. 38. 40 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
  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 87% 2013
  40. 40. 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
  41. 41. 43 Email + Social Email & Social You have to use both Customers Prospects Fans Leads
  42. 42. 44 Email + Social Email + Social
  43. 43. 45 Email + Social Email + Social
  44. 44. 46 Email + Social Email + Social
  45. 45. Campaigns & Newsletters | Email | Email + Social | Next Steps
  46. 46. 48 Next Steps Tools to expand your reach Simple Share tool
  47. 47. 49 Next Steps Tools to expand your reach Social media buttons
  48. 48. 50 At register With the check at end of the meal On registration forms Next Steps Tools to expand your reach Offline
  49. 49. 51 Web sign-up tool (app for website, Facebook, etc) Next Steps Tools to expand your list Online
  50. 50. 52
  51. 51. 53 Next Steps Tools to expand your list Text to Join™ from Constant Contact TXT Scan to Join™ from Constant Contact
  52. 52. 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
  53. 53. www.LizBESocial.com www.facebook.com/LizBeSocial www.twitter.com/LizBESocial 55 Liz Olimpio Principal Mallory Stanton Content Marketing Strategist Get started today… 60-day free trial http://bit.ly/EMAILFREEfor60

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