Email Marketing for Small Business - What's the Big Idea

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Email marketing and social media rule the headlines. And small businesses are riding the digital wave to creatively and cost-effectively build their business. Learn how home medical equipment home care businesses can use email marketing and social media to reach and engage their target audiences.

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  • Email marketing is one of the best advertising methods.
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  • Many firms provide email marketing services Constant Contact for small business are Vertical Response, SmartMail (provided with website), My Emma, iContact
  • Today’s (tonight’s, this morning’s) presentation offers a solution. You can make a connection with the people who need your products and services, inform them by delivering your message in a professional and cost-effective way, and grow your business to reach your lifestyle goals with The Power of Email Marketing.
    The Power of Email Marketing has three parts and six subtopics. Today (tonight, this morning) we’re going to cover (topic titles or all three parts). My commitment to you is to help you understand this information so (please ask questions as we work through these concepts) (I will be available after the presentation to answer questions). The commitment I need back from each of you is to take action on the information, because you have to take action in order for solutions to change the way you’re living your dream. Let’s get started with (topic title).
  • If you email total strangers you’re likely to get a high number of spam complaints – much higher than 2 in 1,000 and it will literally block your ability to deliver email to your audience. That’s the challenge, here’s the opportunity. If you can find a way to build a quality permission-based email list, you will have a significant competitive advantage because you will gain a low-cost way to contact your customers. An email list is an asset and it’s worth spending the time to build it right. Building it right means building your email list where you connect.
    Put a signup link on your website, on your social networking profile page, and on your blog.
    And put your signup link in your email signature so people can share their email address with you.
    If you have a physical store, place a guest book on your counter and ask people to sign it.
    Ask people to join your email list at events and meetings. When you exchange business cards, ask them if the email address on their card is the email where they would like to receive your regular emails.
    Every time someone calls your business, ask them if they are on the email list related to the reason for their call.
    It helps to give people an incentive to add their name to your email list. Try a discount or special privileges.
    (give a few examples if you have time)
  • Whether you use an online signup form, like this one, or whether you ask for an email address in person, make sure you also ask for permission to send. People who simply give you their email address might not understand that you would like to send them regular communications that may contain promotions.
    Make sure they understand how often you’ll be sending emails and what kinds of content you provide. Let them choose the types of information they want to receive. Some people will decline, but remember that quality matters more than quantity, and spam complaints often happen when people share their email address expecting only to receive one-on-one transactional emails instead of promotions and other messages..
  • Drives Repeat Traffic and Sales
    Enhances Business/Customer Relationships
    Builds Customer Loyalty
    Increases Brand Awareness
    Increases Lifetime Customer Value
  • You need objectives and a plan for creating your email content. If your email content doesn’t have a chance of meeting your objectives it’s not worth spending the time to create it.
    What do you want your emails to accomplish?
    Promote
    Motivate purchases – drive traffic to your website or store, an affiliate program, make an appointment…
    Increase event attendance – register online, RSVP, buy tickets, invite a friend…
    Inform
    Inform potential customers – new products, customer support, share expertise…
    Differentiate my business – describe features and benefits, customer testimonials, industry facts…
    Relate
    Increase loyalty – special invitations, press releases, greetings & thank you cards…
    Encourage more referrals – rewards programs, forward valuable information, invite a friend to an event…
  • After determining the type of content you want to deliver, recognize that there are lots of ways to format an email to make your email content look professional and support the theme of your message. In all cases, you should use a design that clearly identifies your brand. Here are three popular formats:
    Newsletters:
    Frequency: Regular i.e. monthly / weekly
    Stay consistent. Keep the same regularly recurring day and time unless you have a reason to change (i.e. a holiday).
    Lots of educational content (typically non-promotional)
    Consumers expect email newsletters to be informative. No more than 20% of your newsletter content should be direct promotion.
    Use bullets, summarize information, be concise
    Use links after summaries to send interested readers to longer articles instead of including entire long articles in the email. Make your email easy to scan and let your audience read more online or in a downloadable document. A good test of length is whether your email prints out on an 8 ½ x 11 inch piece of paper.
    Promotions/Invitations/Surveys
    Frequency: Depends on your business and sales cycle
    If you don’t want your business to be known as a discount store, send more informative content and fewer promotions. If your business model includes being a discount alternative to your competition, you can usually get away with more promotions.
    Focus on promotion / limited content
    Consumers don’t respond to complex messages. Keep your promotions simple and stick to one basic message.
    Use content to invite click-through or other action
    Convincing your audience that you are a great business won’t matter if you can’t convince them to take immediate action. You have to ask for action and give them reasons to act now, you can’t just display your phone number and expect them to call. Actions include clicking a link, forwarding the email, printing the email, dialing a phone number, and so on.
    Announcements
    Frequency: Event-driven
    Think ahead. Avoid over communicating by sending announcements only when they are really important to your audience. Remember, it’s not about you, it’s about your audience.
    Press releases, holiday greetings, thank you cards…
    Don’t ask for a direct response. Focus on building an emotional tie to your business.
    Use content to build deeper relationships
    Ask yourself how your announcement will deepen the level of trust between you and your customer.
  • Email content has to be easy to scan so your audience can quickly understand your message and decide whether the information is valuable. Instead of emailing large bodies of content, use your emails to generate interest and drive traffic to your content.
    There are two reasons to keep your content concise and host larger bodies of information outside your emails:
    Consumers are very time-sensitive. Concise emails are more likely to be scanned or read immediately.
    Every email link can be tracked back to the clicker. If your reader clicks to get more information, it’s a sign of interest.
  • It’s much more difficult to come up with good Subject lines than good From lines. When you write a subject line, focus on getting the email opened. For example, try highlighting the main theme of your email or an important article in your email instead of using generic titles such as “July Newsletter.”
  • Once you have done everything possible to help get your email delivered, you need to be sure your email has a good chance of gaining the attention of your audience after you send it out. Most consumers look at the From line in your email to determine whether to open it, so it’s important to make your From line familiar. Ask yourself how your audience is most likely to recognize your business and put that information in your From line.
  • Use your open rate as an indication of interaction with your email, and watch your open rates over time to identify trends instead of judging your success using a single email.
    If your open rates are trending down:
    Fewer subscribers are enabling images
    Use text that invites your audience to enable images – tell them it’s safe or make the images sound important.
    It could be an indication of subscriber boredom or delivery problems – watch for clues in emails with higher or lower open rates. Was there a particular link, subject line, or image that increased interaction?
    Fewer subscribers are clicking links
    We’ll discuss click-through data on the next slide
    If your open rates are steady:
    Assume the email is being received
    Unless you have hard data to indicate otherwise, such as a bounce report showing that the email was undeliverable.
    Check your ESP’s average delivery rate
    If you’re using an Email Service Provider, ask them for their delivery rate and make sure it’s been verified by a third party. Average delivery rates tend to be around 80%, but some Email Service Providers deliver email at much higher rates. (Constant Contact’s delivery rate is consistently above 97%)
  • When you look at a click report, you’ll see every link in your email and you’ll see who clicked on which links. Use your tracking report to determine
    Audience interests
    Clicks tell you what topics were interesting. For example, a golf retailer that sells special golf clubs for kids under 12 can assume that anyone clicking on a link to learn more about the clubs has kids under 12.
    Save clickers in an interest list for targeted follow up. When you know who is clicking on your links you can save them as a separate list for more targeted follow up. In the golf example, the retailer could begin to include kids promotions and golf tips for kids in future emails to the interest list.
    Goal achievement
    Use links to drive traffic toward conversion. Make sure every link moves the clicker closer to making an immediate purchase (or other decision) instead of distracting them from the ultimate goal.
    Compare clicks to conversions and improve. If your email resulted in a lot of clicks and a low number of completed purchases or ‘conversions,’ your email was effective in driving traffic toward conversion, but your website, store, or sales process isn’t working. If your email doesn’t receive very many clicks but you have a high conversion rate, your sales process is effective and your email message needs attention to drive more traffic. (you can track conversions with website analytics or by comparing the number of emails sent to the number of purchasers who responded to the message in your email)
    You can increase the number of clicks on your email links overall when you have a strong call-to-action, good copy, and a compelling offer in your email. Make sure your email describes the benefits and rewards for immediate action.
  • Email Marketing for Small Business - What's the Big Idea

    1. 1. © Summit Marketing Email Marketing for Small Business What’s the Big Idea? Presented byPresented by Colette WeilColette Weil Managing Director, Summit MarketingManaging Director, Summit Marketing && Pamela AdamsPamela Adams Georgia Regional Development Director,Georgia Regional Development Director, Constant ContactConstant Contact
    2. 2. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Seminar Objectives ► Learn how email marketing can help small business expand and deepen customer relationships ► Learn campaign basics that targets your audience, increases deliverability and open rates. ► Learn how email marketing and social media work together. ► Learn best practices for safe and successful campaigns
    3. 3. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Why Do Small Businesses Use Email Marketing? ► Outbound and targeted – Interactive, personal verses reliance on audience to visit your website, blog or see/hear an ad – Sensory rewarding – Leverages social media (facebook, linkedin, twitter) – Distribution channel ► Inexpensive ► Builds brand and relationship ► Measurable
    4. 4. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Email Marketing in Small Business Home Health Care Use & Application Colette Weil Email Marketing & Social Media Basics and Other Market Examples Pamela Adams
    5. 5. S T R A T E G Y P R O G R A M S P E R F O R M A N C E The 3 Keys to Email Marketing… Connect, Inform, and Grow ► Connecting to build customer relationships ► Informing people who will buy in to your message ► Growing your business with targeted marketing Copyright © 2008 Constant Contact, Inc.
    6. 6. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Copyright © 2010 Constant Contact, Inc. ►Build Your List Where You Connect! Website SignupSocial Networking Events, Meetings Sales Calls Email Signature Customer & Prospect Database Sign-up Guest Book Making the Connection
    7. 7. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Copyright © 2008 Constant Contact, Inc. Capture contacts via Social Networks Archive showcases the value provided in your emails. Enable people who know you in the network to sign up for more in-depth info via email.
    8. 8. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Why Email Marketing & Social Media Work Together ►Social Media users want to engage with you via email: ►42% of social media users check their email four times a day or more; compared to 27% who do not use social media. ►63% people the same email account for Social Media messages as they do to opt-in to permission based email. –Merkle, View from the Social Inbox 2010 ►75% of daily social media users said that email is the best way for companies to communicate with them. ►49% of Twitter users said they made an online purchase because of an email versus 33% of all email users -Social Media marketing Benchmark Report, Marketing Sherpa, 2010 Copyright © 2008 Constant Contact, Inc. Social Media; Blogs, Search Engine Optimization General interest in your organization/services Email Newsletters Deepen & Nurture the relationship Email Promotion Benefits and Closing the sale Testimonials, Feedback and Referrals FeedingContent Engagement = higher deliverability rates, more conversion, deeper brand and customer loyalty= increase revenue
    9. 9. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Copyright © 2008 Constant Contact, Inc. Email Marketing & Social Media
    10. 10. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Collecting Information and Permission ► Include your logo and brand identity. ► Describe your email content and how often you’ll be sending ► Ask about your customers’ interests to stay relevant ► Ask for additional contact information when necessary Copyright © 2008 Constant Contact, Inc.
    11. 11. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Spam or Unsolicited Commercial Email (no relationship / no permission) ► List purchase, CD-ROMs ► List sharing with other organizations ► Don’t do it! While it may seem tempting, it will have a negative impact on your business. CAN-SPAM Act ► Include unsubscribe or one-click opt-out line ► Immediately handle unsubscribes Spam – What is It? Copyright © 2008 Constant Contact, Inc.
    12. 12. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Content Has to Meet Your Objectives “I want to…” ► Promote – Motivate purchases – Increase event attendance ► Inform – Inform potential customers – Differentiate my business ► Relate – Increase loyalty – Encourage more referrals Valuable Email Content: ► Share your expertise ► Use facts & testimonials ► Give guidance & directions ► Offer discounts & coupons ► Hold contests & giveaways* ► Promote relevant partnerships * Check applicable regulations Copyright © 2008 Constant Contact, Inc.
    13. 13. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Determine Appropriate Format Newsletters ► Frequency: Regular i.e. monthly / weekly – Lots of educational content (typically non-promotional) – Use bullets, summarize information, be concise Promotions / Invitations / Surveys ► Frequency: Depends on your business and sales cycle ► Focus on promotion / limited content ► Use content to invite click-through or other action Announcements ► Frequency: Event-driven ► Press releases, holiday greetings, thank you cards… ► Use content to build deeper relationships Copyright © 2008 Constant Contact, Inc.
    14. 14. S T R A T E G Y P R O G R A M S P E R F O R M A N C E 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 Copyright © 2008 Constant Contact, Inc.
    15. 15. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Getting Email Opened: Two Key Elements “Subject” line and “From” line Show of hands… which of the two is the most important? Copyright © 2008 Constant Contact, Inc.
    16. 16. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Getting Email Opened The “Subject” Line ► 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. Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer (2008) Copyright © 2008 Constant Contact, Inc.
    17. 17. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Getting Email Opened The “From” line ► 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 60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick Copyright © 2008 Constant Contact, Inc.
    18. 18. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Getting Email Read The Email “Body” ► Justify your place in their Inbox by providing relevant valuable information ► Be clear and concise ► Use appropriate meaningful graphics ► Use white space effectively ► Use consistent colors ► Include “Call to Action” links ► Create sense of urgency ► Capitalize and punctuate carefully, Proofread ► Brand email consistently ► Design for “above the fold” Copyright © 2008 Constant Contact, Inc.
    19. 19. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Analyzing “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 © 2008 Constant Contact, Inc.
    20. 20. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Capitalizing on Click-Through 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 © 2008 Constant Contact, Inc.
    21. 21. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Email Marketing for Your HME Business ► Email marketing as part of your strategy – Clear purpose for email marketing – Copy/promotions of interest/importance to your audience – Creative – Consistent execution – Connects with social media ► Email marketing service requirements – Provide training – Creative, easy templates and services – Reliable & flexible to grow with your needs – Implementation and reporting is easy
    22. 22. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Home Health Care Specifics ► Ongoing Permission-based email address collection – Intake/CSR May I have your email address with your permission. Please check the boxes for email contact. We will not release the address. You may opt out at any time. □ Notification of delivery, product availability and updates □ Monthly information on home care, Medicare, events & announcements – Sales people – In-services – Delivery tech – Retail desk – Events – Website
    23. 23. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Home Health Care Smart Targeting ► Contact databases ► Segment by audience – Referral sources (by geography) – Retail locations (by geography) – Event/campaign response – Rewards loyalty program – Website – Employees – Media – Vendors – Affiliate businesses – Local neighbor businesses
    24. 24. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Samples Referral & Consumer Newsletters ► Provide critical/timely information ► Alert on Medicare/insurance issues/changes ► Use customer questions to get at tough issues ► Explain terms ► Provide expert consumer buying information Intro products & services ► Solve problems ► Links to social media to extend reach and community ► Offer promotions
    25. 25. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Referral Source Newsletter Referral Newsletter ► Communication strategy – Info vs. soapbox ► Links to Medicare info ► Links to “Expert” information ► Links to company info ► Affirm company position and brand
    26. 26. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Spotlight - HME ► Consumer Newsletter – Focus’ on consumer view – Based on consumer input • Actual issues/questions – Use survey tool
    27. 27. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Sample Promo ► Consumer Newsletter – Reference local organizations – Linking – Consumer special
    28. 28. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Expert Buying Info ► Consumer’s Guide Series – Stand alone series – Expert information – Repurpose copy on website, news articles, store flier, etc.
    29. 29. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Promote Events
    30. 30. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Sample Email Service Provider Costs Considerations ► Database size ► Non-profit or not ► Unlimited Image library (a must) ► Archive ► Unlimited use ► 500 names or under ► For profit ► Service: $25 – 30/mo ► Real costs are in time to develop template, develop/obtain copy ► Training programs cut through wasted time
    31. 31. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Summary ► Integrate email marketing in your strategies with social media ► Continuously build your permission-based email lists ► Structure campaigns with valuable content for your target audiences and objectives. ► Brand your personal communication with news, events, timely information and unique opportunities ► Monitor campaign performance with report metrics ► Be realistic about your target audiences: 45+?, self care, caregivers, patients and WHAT is worthwhile to them
    32. 32. S T R A T E G Y P R O G R A M S P E R F O R M A N C E About the Speakers Pamela Adams Regional Development Director - GA Constant Contact Office: 770-564-9055 Toll-free: 866-848-0074 Like Pamela on facebook www.ConstantContact.com padams@constantcontact.com
    33. 33. S T R A T E G Y P R O G R A M S P E R F O R M A N C E About the Speakers Colette Weil, MBA Managing Director Summit Marketing 3 Marsh Drive, Mill Valley, CA 94941 Office: 415-388-5303 Fax: 415-388-2675 Like Summit Marketing on facebook: http://www.constantcontact.com/index.jsp cweil@summitmktg.com http://www.summitmktg.com/fact_sheet.htm
    34. 34. S T R A T E G Y P R O G R A M S P E R F O R M A N C E Copyright © 2010 Constant Contact, Inc. Free Content Article Resources ►Amazines – www.amazines.com ►EzineArticles - www.ezinearticles.com ►Go Articles – www.goarticles.com ►Idea Marketers – www.ideamarketers.com ►iSnare Articles – www.isnare.com

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