Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1
5 Powerful Email
Marketing Strategies
&
Rev Up Your
Relationships,
Referrals & REVENUE
The POWER of Email Marketing
Connect, Inform & Grow
© 2013 Constant Contact, Inc. 2
Will Gladhart
CEO, Will Gladhart Consulting LLC & CC Business Solut...
Today’s Agenda
3
Why Small Businesses and Non-Profits Use Email
What is SPAM
5 Tips to Improve Your Email Marketing Result...
© 2013 Constant Contact, Inc.
4
Why Email
Marketing?
Marketing Today =
Building Relationships
Social & Email Marketing is Word of Mouth on Steroids!
$
Time Money Energy Effort
Takes 7 touches, on average, for a sale to occur
■ Some buy right away
■ Others research and tr...
Keep Customers Coming Back
The value of a customer
■ You have already paid for them
■ It is 6-7 times more expensive to ga...
Why Email?
Because almost everyone your business needs to
reach reads it:
■ 94% of Internet users between the ages of 18 a...
Why Email?
It is cost-effective: Direct Mail vs. Email
■For the same response, direct mail costs
20 TIMES as much as Email...
Email is
Email is…
Permission Based Marketing
SPA
M
What is…
SPAM is in the “Eyes of the Receiver”
• If They Do Not Know You or Remember You
• If They Do Not Want to Receive ...
Have an Email Goal
&
Have a Marketing Plan
1
© 2013 Constant Contact, Inc.
13
Have a GOAL
“I want to…”
■ Promote
■ Motivate purchases
■ Increase event attendance
■ Inf...
Create a Marketing Calendar
■ Buy 12 Month Calendar or Google Calendar
■ Highlighter - 2 colors
■ Highlight Holidays
■ Hig...
15
Frequency & Delivery Time
© 2013 Constant Contact, Inc.
How often to send
■ Create a master schedule
■ Make people look...
Email Marketing Is…
■ Delivering professional
Email communications
■ To an interested
audience
■ Containing information
th...
•
Host large bodies of content
– On your website
– In a PDF document
– In a longer archived Email version
•
Email only ess...
Calls to Action include
■ Click to Print Your Free Guide
■ Call for a FREE Consultation
■ Print this Coupon & Save Now
■ R...
2 x 2 x 2 Principle
Get Your Emails
Opened…
2
© 2013 Constant Contact, Inc.
• 2 Seconds to Decide to Open or
Delete an Email
• Look at 2 Things - the FROM and
SUBJECT Line
• Look at the First 2 Word...
Matt Long
Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
The “From” line
Do I know you?
 Use a name your audience
recognizes
 ...
Matt Long
Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
The “Subject” line
Do I care?
■ Keep it short and simple
■ 30-40 charac...
 Avoid words: Free, Guarantee, Spam, Credit Card, etc.
 ALL CAPITAL LETTERS
 Excessive punctuation !!!, ???, ##, **
 E...
Subject Lines - Poor & Better
Poor: Insurance Update
■Better: Number 1 Cause of Home Fires
Poor: We Need Donations & Help
...
Outlook, Gmail, Yahoo vs.
Email Service Providers
Automate: Make Your Life
Easier
3
© 2013 Constant Contact, Inc.
Regular Email vs. Email Service Provider
Standard Email programs
(eg. Outlook, Gmail)
■ Limited # of emails sent at
one ti...
Email marketing services automate
best practices
■ Provide easy-to-use templates
■ Look Professional
■ Reinforce brand ide...
Email Service Provider
 Branding with Logo
 Personal Greeting
 Social Media Links to help you
grow your social channels...
Schedule & Forget about it
Create & Schedule
Your Email to Be Delivered
Email Solution Providers Help Schedule
Your Email ...
Grow Your List…
Get Permission
4
Do Not Share to All
Get Personal
Email Solution Providers Help You
Personalize© 2013 Constant Contact, Inc.
Help Get Your Emails Opened!
Use a Permission Reminder
33
© 2013 Constant Contact, Inc.
Measure & Evaluate
Your Results
5
© 2013 Constant Contact, Inc.
Collect Where You Connect
Customer & Prospect Database
1
2
3
Incoming or
Outgoing Calls
Events
and Meetings
Place of Busin...
© 2013 Constant Contact, Inc. 36
Email
Tracking CodeESP Interaction
+
Reporting
© 2013 Constant Contact, Inc. 37
Reporting
© 2013 Constant Contact, Inc. 38
Learn & Earn With Click Thru’s
FREE 60-day
trial for Email,
Survey, Social
Campaigns or Event
Marketing
No risk, no credit card required.
Get coaching an...
Questions
www.willgladhart.com
Cl: 562-881-4484
Email: will@willgladhart.com
Upcoming SlideShare
Loading in …5
×

5 Powerful Email Marketing Strategies for Startups 2013

8,197 views

Published on

Email Marketing presentation for Startups and new business entrepreneurs. Topics include: Why Small Businesses and Non-Profits Use Email, What is SPAM, 5 Tips to Improve Your Email Marketing Results, What is the 2 x 2 x 2 Principle, How to Get Your Emails Opened, How an Email Service Provider Can Make Your Life Easier, How You Can Listen, Learn & EARN from Email Reports, Next Steps

Published in: Education, Technology, Business
  • Be the first to comment

5 Powerful Email Marketing Strategies for Startups 2013

  1. 1. 1 5 Powerful Email Marketing Strategies & Rev Up Your Relationships, Referrals & REVENUE The POWER of Email Marketing
  2. 2. Connect, Inform & Grow © 2013 Constant Contact, Inc. 2 Will Gladhart CEO, Will Gladhart Consulting LLC & CC Business Solutions Provider will@willgladhart.com www.willgladhart.com www.linkedin.com/in/WillGladhart facebook.com/WillGladhartConsulting @WillGladhart www.constantcontact.com/KansasCity Upcoming Seminars
  3. 3. Today’s Agenda 3 Why Small Businesses and Non-Profits Use Email What is SPAM 5 Tips to Improve Your Email Marketing Results What is the 2 x 2 x 2 Principle How to Get Your Emails Opened How an Email Service Provider Can Make Your Life Easier How You Can Listen, Learn & EARN from Email Reports Next Steps © 2013 Constant Contact, Inc.
  4. 4. © 2013 Constant Contact, Inc. 4 Why Email Marketing?
  5. 5. Marketing Today = Building Relationships Social & Email Marketing is Word of Mouth on Steroids!
  6. 6. $ Time Money Energy Effort Takes 7 touches, on average, for a sale to occur ■ Some buy right away ■ Others research and try ■ Some show interest, but do not trust you Acquiring Customers © 2013 Constant Contact, Inc. 6 1 2 3 4 5 6 7
  7. 7. Keep Customers Coming Back The value of a customer ■ You have already paid for them ■ It is 6-7 times more expensive to gain a customer than to retain a customer 1 ■ They spend more ■ Repeat customers spend 67% more 2 ■ They are your referral engine ■ After 10 purchases, a customer has already referred up to 7 people 2 Sources 1. Flowtown, 2012 2. Bain & Company © 2013 Constant Contact, Inc.
  8. 8. Why Email? Because almost everyone your business needs 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 ■ 50+ years old is the fastest growing Facebook & online demographic, grew 200% in 2012 ■ 147+ million people in U.S. use email, most use or check it every day 8 Pew Internet 2012 American Life Project 2010 © 2013 Constant Contact, Inc.
  9. 9. Why Email? It is 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 ■No long turn around times, paper cost, postage cost, delayed delivery times ■Traceability 9 Forrester Research, Inc. Direct Marketing Association Email Reports 2012 © 2013 Constant Contact, Inc.
  10. 10. Email is Email is… Permission Based Marketing SPA M
  11. 11. What is… SPAM is in the “Eyes of the Receiver” • If They Do Not Know You or Remember You • If They Do Not Want to Receive Your Emails • If You Break Your Promise or Over-Communicate SPAM Don’t Show Up Uninvited
  12. 12. Have an Email Goal & Have a Marketing Plan 1
  13. 13. © 2013 Constant Contact, Inc. 13 Have a GOAL “I want to…” ■ Promote ■ Motivate purchases ■ Increase event attendance ■ Inform ■ Inform potential customers ■ Differentiate my business ■ Help customers make the right buying decision ■ Relate ■ Increase loyalty ■ Encourage more referrals ■ Thank Customers
  14. 14. Create a Marketing Calendar ■ Buy 12 Month Calendar or Google Calendar ■ Highlighter - 2 colors ■ Highlight Holidays ■ Highlight Your Slow or Challenging Times Add to the calendar marketing activities you always do eg. 4th of July Sale, Christmas Open House, Back to School Specials, Mother Day Specials, Sizzling Sales Tips, New Year News or Events Use Post-It Notes Write your marketing ideas on the post-it notes. If you need to move a marketing activity you can. Create a Marketing Calendar
  15. 15. 15 Frequency & Delivery Time © 2013 Constant Contact, Inc. How often to send ■ Create a master schedule ■ Make people look forward to your emails ■ Be consistent with sending and branding ■ Send too often, customers will opt out or mark you as SPAM ■ Set Expectations – do not break Expectations 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 4 equal parts ■ Send at different times and compare results Maximum impact with minimum intrusion
  16. 16. Email Marketing Is… ■ Delivering professional Email communications ■ To an interested audience ■ Containing information they find valuable ■ Educate ■ Empower ■ Engage 16 © 2013 Constant Contact, Inc.
  17. 17. • Host large bodies of content – On your website – In a PDF document – In a longer archived Email version • Email only essential information – Use bullets or summaries – Link directly to the information – Give instructions if necessary Do not tell tell the customer everything, drive them to your website or SM to learn more! Sign Up for Monthly Pet Tips Less Info is Best
  18. 18. Calls to Action include ■ Click to Print Your Free Guide ■ Call for a FREE Consultation ■ Print this Coupon & Save Now ■ Reserve Your Spot Today ■ Type in this Code to Receive… ■ Come to the Store & Save on… ■ Bring a Friend… ■ Share your story with us ■ Join us online for more tips Describe the immediate benefits…What is in it for your 18 © 2013 Constant Contact, Inc. Have 3 Calls of Action
  19. 19. 2 x 2 x 2 Principle Get Your Emails Opened… 2 © 2013 Constant Contact, Inc.
  20. 20. • 2 Seconds to Decide to Open or Delete an Email • Look at 2 Things - the FROM and SUBJECT Line • Look at the First 2 Words of the Subject Line 2 x 2 x 2 Principle © 2012 Constant Contact, Inc.
  21. 21. Matt Long Lynn.Mann@AOL.com Joe Hahn Nancy Feldman The “From” line Do I know you?  Use a name your audience recognizes  Include your organization name or brand in your email address and on the FROM Line  Refer to your business in the same way your audience does  Be consistent 60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick © 2013 Constant Contact, Inc. Personal and Professional 2 x 2 x 2 FROM Line
  22. 22. Matt Long Lynn.Mann@AOL.com Joe Hahn Nancy Feldman 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 22 30% of consumers say the “subject" line most often determines whether they open an email or delete it. DoubleClick Emails with shorter subject lines significantly outperformed emails with longer subject lines. MailerMailer © 2013 Constant Contact, Inc. Subject Line Matters
  23. 23.  Avoid words: Free, Guarantee, Spam, Credit Card, etc.  ALL CAPITAL LETTERS  Excessive punctuation !!!, ???, ##, **  Excessive use of “Click Here”  $$ and other non-common symbols  No “From” address  Misleading subject lines 23 SPA MEg. Typical spam “From” & “Subject” lines © 2013 Constant Contact, Inc. Avoid SPAM-Speak
  24. 24. Subject Lines - Poor & Better Poor: Insurance Update ■Better: Number 1 Cause of Home Fires Poor: We Need Donations & Help ■Better: Feed 500 families in October, Donate Now Poor: Weekly Arrival ■Better: Customer Top Pick, Caviar in a© 2013 Constant Contact, Inc.
  25. 25. Outlook, Gmail, Yahoo vs. Email Service Providers Automate: Make Your Life Easier 3 © 2013 Constant Contact, Inc.
  26. 26. Regular Email vs. Email Service Provider Standard Email programs (eg. Outlook, Gmail) ■ Limited # of emails sent at one time ■ No formatting control ■ List break up more susceptible to filters ■ Link Breaking ■ No cohesive branding ■ No tracking or reporting of email results 26© 2013 Constant Contact, Inc.
  27. 27. Email marketing services automate best practices ■ Provide easy-to-use templates ■ Look Professional ■ Reinforce brand identity ■ Manage lists ■ Adding new subscribers, handling bounces, removing unsubscribers ■ Increase email deliverability ■ Provide Reporting to track results ■ Opens, SPAM, Unsubscribes, Click Thru’s ■ Helps you manage changing SPAM laws 27 © 2013 Constant Contact, Inc. Regular Email vs. Email Service Provider
  28. 28. Email Service Provider  Branding with Logo  Personal Greeting  Social Media Links to help you grow your social channels  Links to shorten the newsletter, learn what folks are interested in, and drive them to your website  Forward to friend to grow your email list/ leads/ referrals
  29. 29. Schedule & Forget about it Create & Schedule Your Email to Be Delivered Email Solution Providers Help Schedule Your Email & Save Time
  30. 30. Grow Your List… Get Permission 4
  31. 31. Do Not Share to All
  32. 32. Get Personal Email Solution Providers Help You Personalize© 2013 Constant Contact, Inc.
  33. 33. Help Get Your Emails Opened! Use a Permission Reminder 33 © 2013 Constant Contact, Inc.
  34. 34. Measure & Evaluate Your Results 5 © 2013 Constant Contact, Inc.
  35. 35. Collect Where You Connect Customer & Prospect Database 1 2 3 Incoming or Outgoing Calls Events and Meetings Place of Business Guest Book or POS Customer s 5 Online Presence 57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business. Source: Transact Media Group © 2012 Constant Contact, Inc.
  36. 36. © 2013 Constant Contact, Inc. 36 Email Tracking CodeESP Interaction + Reporting
  37. 37. © 2013 Constant Contact, Inc. 37 Reporting
  38. 38. © 2013 Constant Contact, Inc. 38 Learn & Earn With Click Thru’s
  39. 39. FREE 60-day trial for Email, Survey, Social Campaigns or Event Marketing No risk, no credit card required. Get coaching and support, grow your email list, access to over 400+ templates, and measure and track results. Free 60-Day Trial Online Signup bit.ly/WGCFree60 FREE Help Attend More Seminars 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. View Tutorials, Guides and Webinars Learn more about how professional Email Marketing Newsletters and Communications can help you build relationships and grow your business. Attend a Seminar FREE 60-Day Trial FREE Tutorials, Webinars & Guides constantcontact.com/ learning-center Take the Next Step contantcontact.com/ KansasCity
  40. 40. Questions www.willgladhart.com Cl: 562-881-4484 Email: will@willgladhart.com

×