Lisa Kember - The Power of Email Marketing: A Blueprint for Using Email to Build Your Organization


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The most powerful online marketing tool is still email – find out why! This session will explore how email can spur donor acquisition, retention and growth. Learn how to leverage your contacts into a permission-based subscriber list that will help you grow your organization, communicate with your constituents, and get the funding you need. Get past spam filters, get your emails opened, and encourage subscribers to read and take action. Understand the importance of delivering compelling content and comprising engaging subject lines. Know what to measure and how to analyze and use the metrics.

- Knowledge of how to grow a permission based list
- Ideas for compelling content and subject lines
- Ability to understand how to analyze the metrics to continuously improve the results of your email campaigns

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Lisa Kember - The Power of Email Marketing: A Blueprint for Using Email to Build Your Organization

  1. 1. Copyright © 2011 Constant Contact, Inc. A Blueprint for Using Email to Build Your Organization
  2. 2. Contact Information Copyright © 2011 Constant Contact, Inc. 2 Lisa Kember Regional Development Director | Ontario @LisaKember Upcoming Seminars Visit: Insight Provided by KnowHow
  3. 3. 1 CONNECT Section Email Marketing Basics Copyright © 2011 Constant Contact, Inc.  Connecting with your customers  Engaging in profitable customer communications  Using email and social media as components of an engagement marketing strategy 3
  4. 4. Marketing Today = Building Relationships
  5. 5.  Email marketing  Trusting relationships  Early relationships  Encourage broader relationships through SMM  Social media marketing  New relationships  New volunteers, donors & constituents  Encourage deeper relationships through EM 3 Steps to Building Relationships Copyright © 2011 Constant Contact, Inc. 5 Step 2: Connections that enable ongoing dialog Constituents Donors & Volunteers Step 1: Great customer experience You Step 3: Content that engages and spreads Followers Friends Friends Followers
  6. 6. Why Email?  Because almost everyone you need to reach reads it:  94% of Internet users between the ages of 18 and 64 send or read email  An even higher number of users ages 65 or older do the same  61% Use a social networking site 6 Sources: Pew Internet and American Life Project 2010 Copyright © 2011 Constant Contact, Inc.
  7. 7. Why Email?  It works.  72% of marketers say email delivers excellent ROI. Only organic SEO scored better. 1  Almost 40% of small business owners rate email marketing among their top advertising method. 2  For every $1 spent on email marketing, it returns $43.62. 3  Email is ranked the 2nd best way to generate conversions, just behind SEO. 4 7 Sources: eConsultance Survey, Merchant Circle Survey, Direct Mktg Association, 2011 Copyright © 2011 Constant Contact, Inc.
  8. 8. Why Email?  It’s cost-effective: Direct mail vs. email  For the same response, direct mail costs 20 TIMES as much as email 1  Email ROI is the highest when compared to other internet marketing mediums 2 8 1 Forrester Research, Inc. 2 Direct Marketing Association Copyright © 2011 Constant Contact, Inc.
  9. 9. Why Email?  Social Media is Increasing Email usage!  People who use social media check email more frequently than those who do not: 42% check their email 4x/day or more  75% of daily social media users said email is the best way to communicate  49% of Twitter users said they made an online purchase because of an email, compared to 33% of all email users  38% of people have still not embraced social networking sites – so the need to focus on email marketing is still as important as ever Sources: Merkle, Feb2011 eConsultancy, July 2010 9Copyright © 2011 Constant Contact, Inc.
  10. 10. Email Marketing Is Not… 10 Junk email Unsolicited and unwanted email Email from an unknown sender Dubious opt-out (if any) Copyright © 2011 Constant Contact, Inc. SPAM
  11. 11. Email Marketing Is…  Delivering professional email communications  To an interested audience  Containing information they find valuable 11Copyright © 2011 Constant Contact, Inc.
  12. 12. Basics of Email Marketing  Setting expectations  How many emails sent  When are emails sent  What type of information  Delivering on promises  Matching expectations  Providing relevant content  Abiding by legislation  Gaining permission  Do they know me?  Do they care?  Utilizing professional services 12Copyright © 2011 Constant Contact, Inc.
  13. 13. Regular Email vs. Email Service Provider  Standard email programs (e.g. Outlook, Hotmail)  Limited # of emails sent at one time  No formatting control  List break up more susceptible to filters  No cohesive branding  No tracking and reporting of email results 13Copyright © 2011 Constant Contact, Inc.
  14. 14. Regular Email vs. Email Service Provider  Email marketing services automate best practices  Provide easy-to-use templates  Reinforce brand identity  Email addressed to recipient only  Manage lists – adding new subscribers, handling bounce- backs, removing unsubscribers  Improve email delivery, track results and obey the law 14Copyright © 2011 Constant Contact, Inc.
  15. 15. Consumers Define Spam 15Copyright © 2011 Constant Contact, Inc.
  16. 16. New Legislation Defines Guidelines  Bill C-28/FISA*  Explicit permission  Enable unsubscribe  Valid header info  Recognizable emails / contact names  Contact info – physical address & phone numbers * Fighting Internet & Wireless Spam Act – Bill C-28 16Copyright © 2011 Constant Contact, Inc.
  17. 17. Build Your List Where You Connect 17 Customer & Prospect Database 1 2 3 4 Incoming or Outgoing Calls Events and Meetings Guest Book or Business Card Bowl 5 Online Presence 57% of people will fill out a card to receive email alerts when asked. Source: Transact Media Group Copyright © 2011 Constant Contact, Inc. Email Signature K Smitheen
  18. 18. The Importance of Permission  Types of permission:  Explicit: Opt in from your website or fill out a card, etc  “Join our mailing list”  Single vs. Double Opt-in  Implicit: Requests for information or existing relationship Note: Always ask for permission when collecting information 18Copyright © 2011 Constant Contact, Inc.
  19. 19. Integrate Email Marketing and Social Media Marketing Copyright © 2011 Constant Contact, Inc. 19 Make a Join My Mailing List available on all social media platforms. Make social media buttons a consistent part of all emails.
  20. 20. Copyright © 2011 Constant Contact, Inc. 20
  21. 21. Collecting Information and Permission 21  Include your logo and brand identity  Describe your email content and how often you’ll be sending  Ask about your new subscriber’s interests to stay relevant  Ask for additional contact information when necessary Copyright © 2011 Constant Contact, Inc. C o n s i d e r a s k i n g f o r y o u r a u d i e n c e ’ s p r e f e r r e d s o c i a l n e t w o r k .
  22. 22. Sending a Welcome Email 22  Include your logo and brand identity  Personalize your message  Reinforce permission and ability to change preferences Copyright © 2011 Constant Contact, Inc.
  23. 23. Using a Permission Reminder 23Copyright © 2011 Constant Contact, Inc.
  24. 24. 2 INFORM Section Creating Valuable Email Content Copyright © 2011 Constant Contact, Inc.  Determining what is valuable to your audience  Choosing an effective email format  Deciding what day and time to send
  25. 25. Coming Up With Valuable Email and Social Content  Stories  Facts & statistics  Testimonials  Polls or surveys  Social media comments or conversations  Links to blog posts  Acknowledge your audience  Volunteer recognition & profiles  Link to social media accounts  Event photos & video clips 25Copyright © 2011 Constant Contact, Inc.
  26. 26. Keeping Email Content Concise  Host large bodies of content…  On your website  In a PDF document  In a longer archived version  Email only essential information  Use bullets or summaries  Link directly to the information  Give instructions if necessary  Repurpose content sound bytes for Social Media  Drive social content back to Email Archive or Website 26Copyright © 2011 Constant Contact, Inc. Come with Parker Travel Adventure Group and meet fellow travel enthusiasts near you. Join us for our annual rafting trip August 23 _ 26, starting at the base of Glen Canyon. There are still six spaces available for anyone interested in joining the group. Complete package start $399 with flights from New York and Boston.
  27. 27. Frequency  How often to send  Create a master schedule – be consistent!  Include frequency in online sign-up “Monthly Newsletter”  Keep content concise and relevant to planned frequency  Invest time to repurpose content on social channels 27Copyright © 2011 Constant Contact, Inc.
  28. 28. Delivery Time  When to send  When is your audience most likely to read it?  Day of week (Tuesday & Wednesday)  Time of day (10am to 3pm)  Test for timing  Divide your list into equal parts  Send at different times and compare results  Re-stimulate social conversations: repost, retweet Copyright © 2011 Constant Contact, Inc. 28 Get the maximum Impact with Minimum intrusion.
  29. 29. Getting Emails Delivered & Read  Email filters and other delivery challenges  Creating email from line and subject lines Copyright © 2011 Constant Contact, Inc. 29
  30. 30. Is Your Email Fabulous or Filtered? 30 Filtering & Blocking (Avg 81% delivered – CTCT 97%**) ESP Email Authenticated **Return Path verified Copyright © 2011 Constant Contact, Inc. Rogers Sympatico Yahoo other ISPs Image blocking Block-listing Individual filters Friends-listing Bouncing Reputation Challenge responses Sender authentication Blocking Deliverability issues: Email Spam
  31. 31. Matt Long Joe Hahn Nancy Feldman Getting Email Opened  The “From” line – Do I know you?  Use a name your audience recognizes  Include your organization name or brand  Refer to your business in the same way your audience does  Be consistent 31 60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick Copyright © 2011 Constant Contact, Inc.
  32. 32. Katejohnsonl@verizon,net Match “From” Line and “From” Email Address  The “From” line – use a familiar email address 32Copyright © 2011 Constant Contact, Inc. Some email programs display From name + email Some email programs display only From email
  33. 33. Matt Long Joe Hahn Nancy Feldman Create a Great Subject Line  The “Subject” line – do I care?  Keep it short and simple  30-40 characters including spaces (5-8 words)  Incorporate the immediate benefit of opening the email  Capitalize and punctuate carefully  Avoid copying the techniques inherent in spam emails 33 30% of consumers say the “subject" line most often determines whether they open an email or delete it. Source: DoubleClick Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer Copyright © 2011 Constant Contact, Inc. Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t. -Worldata, 2011
  34. 34. Extend the Reach of Your Email  Make your content shareable  Encourage readers to Like and Share your Email across their social networks  Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content  Use a sharebar to collect contacts wherever your email is shared 34Copyright © 2011 Constant Contact, Inc.
  35. 35. 35 Tweet and Share your Email  Tweet a link to your email automatically
  36. 36. 3 GROW Section Increasing Email Click-Through and Response Rates Copyright © 2011 Constant Contact, Inc.  Tracking and improving email delivery  Increasing opens, clicks, and forwards  Reducing unsubscribe requests
  37. 37. You will know the impact quickly…  Typically more than 75% of email results are realized in the first 48 hours. Copyright © 2011 Constant Contact, Inc. 38
  38. 38. Tracking and Reporting Copyright © 2011 Constant Contact, Inc. 39 Email Client Constant Contact Reporting Page
  39. 39. Measure Increases in Overall Reach Copyright © 2011 Constant Contact, Inc. 40 Social Stats shows “Shares” and “Likes” for Shared Email Campaigns
  40. 40. Deal with Bounced & Blocked Email  Non-existent address  Check for obvious misspellings  Try to obtain a new address  Undeliverable/mailbox full/ email blocked  Try re-sending later  Correct temporary issues  Obtain a new address if a recurring issue is present Copyright © 2011 Constant Contact, Inc. 41 Bounce Management
  41. 41. Analyze “Open” Rates Use open tracking to spot trends  Open rates trending down  Fewer subscribers are enabling images  Fewer subscribers are clicking links  Steady open rates  Assume email is being received  Check your ESP’s average delivery rate Copyright © 2011 Constant Contact, Inc. 42 Reporting Page
  42. 42. Capitalize on Click-Throughs Use click tracking to determine:  Audience interests  Clicks tell you what topics were interesting  Save clickers in an interest list for targeted follow up  Goal achievement  Use links to drive traffic toward conversion  Compare clicks to conversions and improve Copyright © 2011 Constant Contact, Inc. 43 Reporting Page
  43. 43. Encourage and Reward Email Forwards and Online Reviews 44 Forwards Copyright © 2011 Constant Contact, Inc.  Use your forward report to:  Thank people who forward your emails  Learn about the value of your email content  Encourage online reviews by those who forward your emails  Help your most passionate customers spread the word  Ask them to forward your email and write online reviews
  44. 44. Reduce Unsubscribe Requests  Why do people unsubscribe?  Over-communication  Irrelevant content  Poor targeting  Enable your audience to leave comments when unsubscribing from your list  Take action on feedback 45Copyright © 2011 Constant Contact, Inc.
  45. 45. Take the Next Step 46 Sign up for a free, 60-day trial of Constant Contact Email Marketing No risk, no credit card required. Get coaching and support, grow our email lists, access to over 400+ templates, and measure and track results Toll-free: 866-876-8464 Attend Getting Started with Constant Contact Email Marketing Get a demonstration of Email Marketing in action. See how easy it is to create an email, manage contacts, track results, as well as send your email, and extend its social reach. Register for: “Constant Contact Email Marketing Live Tour” Learn more about how professional Email Marketing Newsletters and Communications can help you build relationships and grow your business. Attend a Seminar Email Marketing 60-Day Trial Email Marketing Live Product Tour Copyright © 2011 Constant Contact, Inc.
  46. 46. Contact Information Copyright © 2011 Constant Contact, Inc. 47 Lisa Kember Regional Development Director | Ontario @LisaKember Upcoming Seminars Visit: Insight Provided by KnowHow