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Copyright © 2011 Constant Contact, Inc.
Leveraging Social Media
Contact Information
Copyright © 2011 Constant Contact, Inc. 2
Joanne Randall
Authorized Local Expert (ALE), Constant Conta...
Why Engage?
Copyright © 2011 Constant Contact, Inc. 3
Q. Where will the majority of next
month’s business come from?
A. Ex...
Why Engage?
Copyright © 2011 Constant Contact, Inc. 4
Q. What is your best source for
new business?
A. Existing customers
...
 Email marketing
 Trusting relationships
 Early relationships
 Encourage broader relationships
through SMM
 Social me...
Marketing Today = Building
Relationships
Suspects
Five Types of People
Copyright © 2011 Constant Contact, Inc. 7
Customers DisinterestedProspectsRaving Fans
$
 Time… Money… Energy… Effort
 Takes 7 touches, on average, for a sale to occur
 Some buy right away
 Others research...
Keep Customers Coming Back
 The value of a customer
 You’ve already paid for them
 It’s 6-7 times more expensive to gai...
Email Marketing Is Not…
10
Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)...
Email Marketing Is…
 Delivering professional
email communications
 To an interested
audience
 Containing information
th...
Basics of Email Marketing
 Setting expectations
 How many emails sent
 When are emails sent
 What type of information
...
Regular Email vs. Email Service
Provider
 Standard email programs
(e.g. Outlook, Hotmail)
 Limited # of emails sent at
o...
Regular Email vs. Email Service
Provider
 Email marketing services
automate best practices
 Provide easy-to-use template...
Consumers Define Spam
15Copyright © 2011 Constant Contact, Inc.
Build Your List Where You
Connect
16
Customer & Prospect Database
1
2 3
4
Incoming or
Outgoing Calls
Events
and Meetings
P...
Integrate Email Marketing and
Social Media Marketing
Copyright © 2011 Constant Contact, Inc. 17
Make a Join My Mailing
Lis...
Using a Permission Reminder
18Copyright © 2011 Constant Contact, Inc.
Content Has to Meet Your
Objectives
 “I want to…”
 Promote
 Motivate purchases
 Increase event attendance
 Inform/Edu...
20
QualityKnowledge
Savings
Content Has to Have Value
to Your Audience
Promotional Email
Discounts, coupons,
offers, incen...
Coming Up With Valuable
Email and Social Content
 Share your expertise
 Use facts & testimonials
 Give guidance & direc...
Keeping Email Content Concise
 Host large bodies of content…
 On your website
 In a PDF document
 In a longer archived...
Determine Appropriate Format
 Newsletters
 Frequency: Regular i.e. monthly / weekly
 Lots of educational content (typic...
Calling Your Audience to Action
 Calls to Action include…
 Links to click on
 Information to print out
 Phone numbers ...
Frequency & Delivery Time
 How often to send
 Create a master schedule – be consistent!
 Include frequency in online si...
Is Your Email Fabulous or Filtered?
26
Filtering & Blocking (Avg 81% delivered –
CTCT 97%**)
ESP
Email Authenticated
**Ret...
Matt Long
Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
Getting Email Opened
 The “From” line – Do I know you?
 Use a name yo...
Jeffsmall@aol.com
Katejohnsonl@verizon,net
Match “From” Line and
“From” Email Address
 The “From” line – use a familiar e...
Matt Long
Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
Create a Great Subject Line
 The “Subject” line – do I care?
 Keep it...
Avoiding “Spam-speak”
The words: free, guarantee, spam, credit card etc.
ALL CAPITAL LETTERS
Excessive punctuation !!!, ??...
Extend the Reach of Your Email
 Make your content
shareable
 Encourage readers to Like
and Share your Email
across their...
Measure Increases in Overall
Reach
Copyright © 2011 Constant Contact, Inc. 32
Social Stats shows “Shares” and “Likes” for ...
Deal with Bounced &
Blocked Email
 Non-existent address
 Check for obvious misspellings
 Try to obtain a new address
 ...
Capitalize on Click-Throughs
Use click tracking to determine:
 Audience interests
 Clicks tell you what topics were inte...
Understand Unsubscribe Requests
35
 An unsubscribe request
happens when your
subscriber no longer
wants to receive your
e...
Reduce Unsubscribe Requests
 Why do people unsubscribe?
 Over-communication
 Irrelevant content
 Poor targeting
 Enab...
Customer Spotlight: Atlas Travel
37
List Size: 1,558
Open Rate: 26%
Location: Milford, MA
Customer Since: June 2002
Websit...
38
Customer Spotlight:
Bethany First Church of the Nazarene
List Size: 1354
Open Rate: 51%
Location: Bethany, OK
Customer ...
39
List Size: 2136
Open Rate: 30.1%
Location: Suwanee, GA
Customer Since: May 2005
Website: www.XtremeTransformationsPT.co...
Contact Information
Copyright © 2011 Constant Contact, Inc. 40
Joanne Randall
Authorized Local Expert, Constant Contact
jo...
Copyright © 2011 Constant Contact, Inc. 41
Copyright © 2011 Constant Contact, Inc. 42
Copyright © 2011 Constant Contact, Inc. 43
Copyright © 2011 Constant Contact, Inc. 44
Take the Next Step
45
Sign up for a free,
60-day trial of Constant
Contact Email Marketing
No risk, no credit card require...
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
Thank You & Questions
Copyright © 2011 Constant...
Copyright © 2011 Constant Contact, Inc. 47
Blank slide to separate
optional examples
Customer Spotlight:
The Parks Image Group, Inc.
48
List Size: 1016
Open Rate: 42.3%
Location: Atlanta, GA
Customer Since: ...
Customer Spotlight:
Bella Web Design, Inc.
49
List Size: 207
Open Rate: 50.1%
Location: Marietta, GA
Customer and Business...
50
Case Study:
Jack-Tar American Tavern
List Size: 950
Open Rate: 43%
Location: Marblehead, MA
Customer Since: 2005
Websit...
51
What Creative Promotions Do They
Use?
 “Beat the Clock” emails
 Order at 5:15 pm, pay $5.15
 Order at 6:25 pm, pay $...
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Power of Email Marketing, Souhegan Chamber of Commerce

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Abbreviated Lunch and Learn presentation for the Souhegan Chamber of Commerce, presented September 26, 2013.

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Power of Email Marketing, Souhegan Chamber of Commerce

  1. 1. Copyright © 2011 Constant Contact, Inc. Leveraging Social Media
  2. 2. Contact Information Copyright © 2011 Constant Contact, Inc. 2 Joanne Randall Authorized Local Expert (ALE), Constant Contact joanne@leapyearmarketing.com facebook.com/LeapYearMarketing @LeapYrMarketing http://www.linkedin.com/in/JoanneRandall Visit: www.constantcontact.com/learning-center Insight Provided by KnowHow
  3. 3. Why Engage? Copyright © 2011 Constant Contact, Inc. 3 Q. Where will the majority of next month’s business come from? A. Existing customers
  4. 4. Why Engage? Copyright © 2011 Constant Contact, Inc. 4 Q. What is your best source for new business? A. Existing customers Engagement Marketing is using technology to make “it” happen
  5. 5.  Email marketing  Trusting relationships  Early relationships  Encourage broader relationships through SMM  Social media marketing  New relationships  New prospects  Encourage deeper relationships through EM 3 Steps to Building Relationships Copyright © 2011 Constant Contact, Inc. 5 Step 2: Connections that enable ongoing dialog Prospects Customers Step 1: Great customer experience You Step 3: Content that engages and spreads Followers Friends Friends Followers
  6. 6. Marketing Today = Building Relationships
  7. 7. Suspects Five Types of People Copyright © 2011 Constant Contact, Inc. 7 Customers DisinterestedProspectsRaving Fans
  8. 8. $  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 don’t trust you Acquiring Customers Copyright © 2011 Constant Contact, Inc. 8 1 2 3 4 5 6 7
  9. 9. Keep Customers Coming Back  The value of a customer  You’ve already paid for them  It’s 6-7 times more expensive to gain a customer than to retain a customer 1  They spend more  Repeat customers spend 67 percent more 2  They are your referral engine  After 10 purchases, a customer has already referred up to 7 people 2 9 Sources: 1. Flowtown, 2010 2. Bain and Company Copyright © 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 CAN SPAM Act  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. Build Your List Where You Connect 16 Customer & Prospect Database 1 2 3 4 Incoming or Outgoing Calls Events and Meetings Place of Business Guest Book 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 Copyright © 2011 Constant Contact, Inc. Email Signature K Smitheen
  17. 17. Integrate Email Marketing and Social Media Marketing Copyright © 2011 Constant Contact, Inc. 17 Make a Join My Mailing List available on all social media platforms. Make social media buttons a consistent part of all emails.
  18. 18. Using a Permission Reminder 18Copyright © 2011 Constant Contact, Inc.
  19. 19. Content Has to Meet Your Objectives  “I want to…”  Promote  Motivate purchases  Increase event attendance  Inform/Educate  Inform potential customers  Differentiate my business  Relate  Increase loyalty  Encourage more referrals 19Copyright © 2011 Constant Contact, Inc.
  20. 20. 20 QualityKnowledge Savings Content Has to Have Value to Your Audience Promotional Email Discounts, coupons, offers, incentives. Relational Email Special privileges, acknowledgement Informative Email Advice, research, facts, opinions, tips Copyright © 2011 Constant Contact, Inc.
  21. 21. Coming Up With Valuable Email and Social Content  Share your expertise  Use facts & testimonials  Give guidance & directions  Offer discounts & coupons  Exclusivity & VIP status  Hold contests & giveaways*  Acknowledge your audience 21 * Check applicable regulations before deciding to hold a contest or giveaway Copyright © 2011 Constant Contact, Inc.
  22. 22. 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 22Copyright © 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.
  23. 23. 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 23Copyright © 2011 Constant Contact, Inc.
  24. 24. Calling Your Audience to Action  Calls to Action include…  Links to click on  Information to print out  Phone numbers to call  Instructions for reading the email  Instructions for saving the email  Describe the immediate benefits…  What’s in it for your audience?  Why should they do it now? 24Copyright © 2011 Constant Contact, Inc.
  25. 25. Frequency & Delivery Time  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  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 25 Get the maximum Impact with Minimum intrusion. Copyright © 2011 Constant Contact, Inc.
  26. 26. Is Your Email Fabulous or Filtered? 26 Filtering & Blocking (Avg 81% delivered – CTCT 97%**) ESP Email Authenticated **Return Path verified Copyright © 2011 Constant Contact, Inc. AOL MSN Yahoo other ISPs Image blocking Block-listing Individual filters Friends-listing Bouncing Reputation Challenge responses Sender authentication Blocking Deliverability issues: Email Spam
  27. 27. Matt Long Lynn.Mann@AOL.com 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 27 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.
  28. 28. Jeffsmall@aol.com Katejohnsonl@verizon,net Match “From” Line and “From” Email Address  The “From” line – use a familiar email address 28Copyright © 2011 Constant Contact, Inc. Some email programs display From name + email Some email programs display only From email
  29. 29. Matt Long Lynn.Mann@AOL.com 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 29 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
  30. 30. Avoiding “Spam-speak” The words: free, guarantee, spam, credit card etc. ALL CAPITAL LETTERS Excessive punctuation !!!, ??? Excessive use of “click here” $$, and other symbols No “From:” address Misleading subject lines 30 SPAM Example: Typical spam “From” and “Subject” lines Copyright © 2011 Constant Contact, Inc.
  31. 31. 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 31Copyright © 2011 Constant Contact, Inc.
  32. 32. Measure Increases in Overall Reach Copyright © 2011 Constant Contact, Inc. 32 Social Stats shows “Shares” and “Likes” for Shared Email Campaigns
  33. 33. 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. 33 Bounce Management
  34. 34. 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. 34 Reporting Page
  35. 35. Understand Unsubscribe Requests 35  An unsubscribe request happens when your subscriber no longer wants to receive your emails  Offer your subscribers permanent list removal  Best practice is automatic removal with an unsubscribe link Copyright © 2011 Constant Contact, Inc.
  36. 36. 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 36Copyright © 2011 Constant Contact, Inc.
  37. 37. Customer Spotlight: Atlas Travel 37 List Size: 1,558 Open Rate: 26% Location: Milford, MA Customer Since: June 2002 Website: www.atlastravel.com ■ Different departments use custom templates to maintain brand ■ Sign up box on website and in emails ■ Segments contacts to market content to specific audience “With Constant Contact, I can turn over the process of "list management" and email broadcast campaigns to non-technical staff which frees me up to focus on my tasks at hand.” Rock Blanco, Chief Technology Officer Copyright © 2011 Constant Contact, Inc.
  38. 38. 38 Customer Spotlight: Bethany First Church of the Nazarene List Size: 1354 Open Rate: 51% Location: Bethany, OK Customer Since: February 2007 Website: www.bethanynaz.org ■ Informs readers about upcoming services and events ■ Links to more information and registration for events ■ Use email to drive traffic to website “As a church, our goal is not selling anything or raising revenue, but Constant Contact helps us keep our community of faith informed of up-coming events and news that they wouldn’t know any other way.” Bob Miller, Communications Copyright © 2011 Constant Contact, Inc.
  39. 39. 39 List Size: 2136 Open Rate: 30.1% Location: Suwanee, GA Customer Since: May 2005 Website: www.XtremeTransformationsPT.com  Announce training dates and special offers.  Track sources from sign-ups and review reports to determine what advertisements to repeat  Use results from 3 minute customer satisfaction surveys for quality control to determine bonuses and raises for trainers  Website statistics spike from 20 to 75 visitors when email campaigns are sent  In 3 years, grown from in-home personal training with 2 trainers to 2 studios, franchise locations, 7 trainers and 2 companies, XtremeTransformations & Xtreme Bootcamp Customer Spotlight: Xtreme Transformations “Constant Contact Email Marketing and Survey products are the best bang for the buck…by far.” Pete Peidra, CPT, AFTA, Certified Personal Trainer Copyright © 2011 Constant Contact, Inc.
  40. 40. Contact Information Copyright © 2011 Constant Contact, Inc. 40 Joanne Randall Authorized Local Expert, Constant Contact joanne@leapyearmarketing.com facebook.com/LeapYearMarketing @LeapYrMarketing http://www.linkedin.com/in/JoanneRandall 724-603-LEAP or 603-344-8843 Visit: www.constantcontact.com/learning-center Insight Provided by KnowHow
  41. 41. Copyright © 2011 Constant Contact, Inc. 41
  42. 42. Copyright © 2011 Constant Contact, Inc. 42
  43. 43. Copyright © 2011 Constant Contact, Inc. 43
  44. 44. Copyright © 2011 Constant Contact, Inc. 44
  45. 45. Take the Next Step 45 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. [RDD Regional URL] 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. constantcontact.com/ learning-center Attend a Seminar Email Marketing 60-Day Trial Email Marketing Live Product Tour Copyright © 2011 Constant Contact, Inc.
  46. 46. Visit: www.constantcontact.com/learning-center Insight Provided by KnowHow Thank You & Questions Copyright © 2011 Constant Contact, Inc. 46 Kelly Flint Regional Development Director | Los Angeles kflint@constantcontact.com facebook.com/kellyflint.constantcontact @kellyflint http://www.linkedin.com/in/thekellyflint www.constantcontact.com/REGION Upcoming Seminars
  47. 47. Copyright © 2011 Constant Contact, Inc. 47 Blank slide to separate optional examples
  48. 48. Customer Spotlight: The Parks Image Group, Inc. 48 List Size: 1016 Open Rate: 42.3% Location: Atlanta, GA Customer Since: April 2006 Website: www.TheParksImageGroup.com  Update of current activities.  Tips on current fashion trends.  Etiquette tips & Book suggestions  Tips and articles for Men  Articles on topics related to the current season and related products of interest. Copyright © 2011 Constant Contact, Inc.
  49. 49. Customer Spotlight: Bella Web Design, Inc. 49 List Size: 207 Open Rate: 50.1% Location: Marietta, GA Customer and Business Partner Since: 10/06 Website: www.bellawebdesign.com  Send quarterly emails to announce new clients and services  Uses website sign-up box to increase list size  Includes links to current projects and business tips “Constant Contact has been crucial in communicating with more than 200 clients. We used to use Outlook but could only send 25 at a time and the graphics were unprofessional. Constant Contact raised our customer awareness of our services and has given us a very professional look which comes through with each email we send. It keeps us at the top of our customer’s thoughts when they need online marketing assistance.” Desiree C. Scales, CEO Copyright © 2011 Constant Contact, Inc.
  50. 50. 50 Case Study: Jack-Tar American Tavern List Size: 950 Open Rate: 43% Location: Marblehead, MA Customer Since: 2005 Website: www.jacktarmarblehead.com  A classic New England tavern that specializes in creatively-prepared American fare  Relies on email to communicate with customers in a timely, consistent, and personal basis  Sends weekly email announcements and/or promotions  Started a loyalty program and has grown “Admiral Club” membership to 1,000 Copyright © 2011 Constant Contact, Inc.
  51. 51. 51 What Creative Promotions Do They Use?  “Beat the Clock” emails  Order at 5:15 pm, pay $5.15  Order at 6:25 pm, pay $6.25  “We’ve missed you” emails to Admiral Club members with coupons for 25% off certain menu items  Announcements about special events and unique dining opportunities Copyright © 2011 Constant Contact, Inc.

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