SlideShare a Scribd company logo
Halfmoon YogaHalfmoon Yoga
B•B•Q
Campaigns That Drive Action:
Newsletters & Announcements
Featuring email and social engagement.
© 2014
SMM Consultant & Trainer, Stellar Media Marketing
2
Kelly Mirabella
Kelly@stellar247.com
facebook.com/Stellar247
@stellar247
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
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
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
Campaigns & Newsletters | Email | Email + Social | What’s Next?
11
!  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?
12
Email
How much is enough?
Focus.
Less is more.
?
51%
November 2013
13
Email
A picture is worth...
14
Email
Use images carefully!
15
Email
Repurpose & Reuse
Campaign exercise…
1 Select 1 or 2 campaign types you might want to try
2 What might you write about?
3
Which channels make sense for you and your
campaign and your message?
! 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
18
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?
19
Email
Who is it from?
Winning the battle of priorities
CASL
go to fightspam.gc.ca to learn more
How will you be most recognizable?
20
Email
Look great
Brand consistency
Email
Subject line
Winning the battle of priorities
2SECONDS
2WORDS
2TODAY
22
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
Still time! Openings available for
children’s classes.
March Newsletter
23
!  Monthly is most common
!  Ask yourself: “When are my
readers likely to take the
action I want?”
Email
When to send
24
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
25
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
26
Email
When to send or post
Do not be romanced by a high open rate –
measure actions!
Campaigns & Newsletters | Email | Email + Social | Next Steps
28
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
29
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
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
31
Email + Social
Email & Social
You have to use both
Drive traffic back
to your list, email, etc...
Amplify your email
32
Email + Social
Email + Social
33
Email + Social
Email + Social
34
Email + Social
Email + Social
Campaigns & Newsletters | Email | Email + Social | Next Steps
36
Next Steps
Tools to expand your reach
Simple Share tool
37
Next Steps
Tools to expand your reach
Social media buttons
38
!  At register
!  With the check at end of
the meal
!  On registration forms
Next Steps
Tools to expand your reach
Offline
39
! Web sign-up tool
(app for website,
Facebook, etc)
Next Steps
Tools to expand your list
Online
40
Next Steps
Tools to expand your list
Text to Join™
from Constant Contact
TXT
Scan to Join™
from Constant Contact
41
Next Steps
Tools to expand your list
Apps
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
Halfmoon YogaHalfmoon Yoga
B•B•Q
Get started today…
www.constantcontact.com
60-day free trial
Want to learn more?
www.constantcontact.com
Select Resources » Local Learning » Seminars
Local learning
near you…
Want help in your area?
marketplace.constantcontact.com
Select “Services” and use search box to find a partner near you
Expert partners near you…
© 2014

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Email Marketing

  • 1. Halfmoon YogaHalfmoon Yoga B•B•Q Campaigns That Drive Action: Newsletters & Announcements Featuring email and social engagement. © 2014
  • 2. SMM Consultant & Trainer, Stellar Media Marketing 2 Kelly Mirabella Kelly@stellar247.com facebook.com/Stellar247 @stellar247
  • 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 Agenda !  What are campaigns, newsletters? !  Email !  Email + Social: you have to use both! !  Next Steps
  • 5. Campaigns & Newsletters | Email | Email + Social | Next Steps
  • 6. 6 !  marketing Campaigns & Newsletters At its core, marketing is about eliciting a physical and measureable response
  • 7. pull response 7 Campaigns & Newsletters What is a campaign? push content
  • 9. 9 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
  • 10. Campaigns & Newsletters | Email | Email + Social | What’s Next?
  • 11. 11 !  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?
  • 12. 12 Email How much is enough? Focus. Less is more. ? 51% November 2013
  • 16. Campaign exercise… 1 Select 1 or 2 campaign types you might want to try 2 What might you write about? 3 Which channels make sense for you and your campaign and your message?
  • 17. ! 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
  • 18. 18 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?
  • 19. 19 Email Who is it from? Winning the battle of priorities CASL go to fightspam.gc.ca to learn more How will you be most recognizable?
  • 21. Email Subject line Winning the battle of priorities 2SECONDS 2WORDS 2TODAY
  • 22. 22 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 Still time! Openings available for children’s classes. March Newsletter
  • 23. 23 !  Monthly is most common !  Ask yourself: “When are my readers likely to take the action I want?” Email When to send
  • 24. 24 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
  • 25. 25 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
  • 26. 26 Email When to send or post Do not be romanced by a high open rate – measure actions!
  • 27. Campaigns & Newsletters | Email | Email + Social | Next Steps
  • 28. 28 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
  • 29. 29 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
  • 30. 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
  • 31. 31 Email + Social Email & Social You have to use both Drive traffic back to your list, email, etc... Amplify your email
  • 35. Campaigns & Newsletters | Email | Email + Social | Next Steps
  • 36. 36 Next Steps Tools to expand your reach Simple Share tool
  • 37. 37 Next Steps Tools to expand your reach Social media buttons
  • 38. 38 !  At register !  With the check at end of the meal !  On registration forms Next Steps Tools to expand your reach Offline
  • 39. 39 ! Web sign-up tool (app for website, Facebook, etc) Next Steps Tools to expand your list Online
  • 40. 40 Next Steps Tools to expand your list Text to Join™ from Constant Contact TXT Scan to Join™ from Constant Contact
  • 41. 41 Next Steps Tools to expand your list Apps
  • 42. 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
  • 43. Halfmoon YogaHalfmoon Yoga B•B•Q Get started today… www.constantcontact.com 60-day free trial Want to learn more? www.constantcontact.com Select Resources » Local Learning » Seminars Local learning near you… Want help in your area? marketplace.constantcontact.com Select “Services” and use search box to find a partner near you Expert partners near you… © 2014