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Email Makeover Workshop
- 1. © Constant Contact 2016 How toGiveYour Email a Makeover with Constant Contact
- 2. Let’s face it: technology has changed marketing
- 3. Agenda 4 1.Review core concepts from workshop series 2.A look at real email makeover examples 3.Next steps
- 4. © Constant Contact 2017 Your Hosts: Bria Sullivan Instructional Content Designer
- 5. 6 Core concepts from our workshop series
- 6. Your email makeover starts with these core concepts 1. Reusable Template TheEmail ContentCluster 3 Time-based promotional emailsand non-promotional emails 52 Seven Essential Elements of EmailDesign The 3-Step Persuasive Formula 41
- 7. Your email makeover starts with these core concepts TheEmail ContentCluster 3 Time-based promotional emailsand non-promotional emails 5 The 3-Step Persuasive Formula 4 Seven Essential Elements of EmailDesign 2 Reusable Template 1
- 9. Your email makeover starts with these core concepts TheEmail ContentCluster 3 Time-based promotional emailsand non-promotional emails 5 The 3-Step Persuasive Formula 4 Reusable Template 1. 2 Seven Essential Elements of EmailDesign
- 10. 1. Header – first thing people see in inbox 2. Preheader – entices people to open 3. Logo & colors – brand recognition 4. Image – captures attention 5. Text – headline, message body, points to call-to-action 6. Call-to-action – button highlights action 7. Footer – shows how to connect 1 2 3 5 6 4 7 7 Essential Elements of Email Design
- 11. Your email makeover starts with these core concepts 1. Time-based promotional emailsand non-promotional emails 5 The 3-Step Persuasive Formula 4 Reusable Template Seven Essential Elements of EmailDesign 2 3 TheEmail ContentCluster
- 12. Subject Line Preheader Text Image Text Call-to-action The Email Content Cluster 1 2 3 4 5 3 4 5 2 1
- 13. Your email makeover starts with these core concepts 1. Time-based promotional emailsand non-promotional emails 5 Reusable Template Seven Essential Elements of EmailDesign 2 3 TheEmail ContentCluster 4 The 3-Step Persuasive Formula
- 14. • What are you offering? – headline should succinctly promote offer • How will it help the reader? – message body should explain offer and generate interest and guide towards call-to-action button • What should they do next? – Button should make it easy for reader to know the benefit of taking action The 3 Step Persuasive Formula
- 15. Your email makeover starts with these core concepts 1. Reusable Template Seven Essential Elements of EmailDesign 2 3 TheEmail ContentCluster The 3-Step Persuasive Formula 4 Time-based promotional emailsand non-promotional emails 5
- 16. Non-promotional email Time-based promotional email There are two types of email campaigns…
- 17. 18 Real email makeover examplesAgenda
- 18. Follow along using the worksheets provided in Handouts section
- 19. Peter Before Open Rate: 9% Click-Through Rate: 2% After Open Rate: 47% Click-Through Rate: 4% $900
- 20. After Open Rate: 33% Click-Through Rate: 22% Before Open Rate: 29% Click-Through Rate: 9% Customer Example 2: OrangeCounty Neighborhood Preservation & Revitalization Division
- 21. After Open Rate: 33% Click-Through Rate: 26% Before Open Rate: 22% Click-Through Rate: 1% Customer Example 3: MohawkValley Community College
- 22. After Open Rate: 19% Click-Through Rate: 12% Before Open Rate: 20% Click-Through Rate: 1% Customer Example 4: Hajoca Harrisburg
- 23. Customer Example 5: Labyrinth Hill Lavender After Open Rate: 25% Click-Through Rate: 30% Before Open Rate: 27% Click-Through Rate: 14%
- 24. Customer Example 5: Labyrinth Hill Lavender After Open Rate: 23% Click-Through Rate: 19% Before Open Rate: 27% Click-Through Rate: 14%
- 25. 26 1. Start with a ReusableTemplate a. Create a fresh master template for which to copy going forward 2. Follow the 7 Essentials of Email Design a. When you create your Reusable Template, follow the 7 tips for an effective email 3. RememberThe Email Content Cluster a. Reduce the time it takes to create your emails, focus your writing on just these 5 areas: 1. Subject Line 2. PreheaderText 3. Image 4. Text 5. Call-to-Action 4. Make your email actionable with the 3-Step Persuasive Formula a. What are you offering? b. How will it help the reader? c. What should they do next? 5. Decide which email should be sent a. Time-based promotional email b. Non-promotional email Summary
- 26. 27 Next steps
- 27. We want to see your emails! STEPS: Select Example -> Actions -> Copy Short URL -> Paste into email to Bria
- 28. “I’d like my account switched to the new 3G Editor” - you Save more time by switching to our 3G Editor today! •Call Support now: 1.866.289.2101
- 29. 31 Questions?
Editor's Notes
- BRIA Hello everyone and welcome to our webinar ‘How to Give Your Email a Makeover’ with Constant Contact. We’re very excited that you could join us today to learn how to makeover your email to get the best results possible.
- BRIA We’ll dive into the session in just a moment – but before I do that – I have a few housekeeping items to take care of. First of all, you WILL be receiving today’s materials via email after the webinar. Sometimes this can take up to a day after the presentation, but be patient it IS coming to you. Next thing is audio. I want to make sure our audio is set up correctly, so if you can hear me, please do me a favor and click the little hand button you see there in your Citrix Go to Webinar Tools. The next thing I want to do is share contact information for the Citrix helpdesk. If you look in the chat window, you’ll see the phone number for Citrix support. You might want to write this down or just open the chat window if you need it. The Citrix helpdesk number is (877) 582-7011. If you lose audio or can’t see the presentation or accidentally log off or get logged off, you can call the Citrix support number and they can help you with any of those needs. Next is regarding the webinar schedule – Because this is a workshop intended to help small businesses save time as they plan, we’ll talk for about 25-30 minutes or so. Then we’re going to open up the floor for your questions before we let you get back to your business. If you have questions during the webinar, please send them in! You’ll need to open up the Chat or Questions window to do that. There are a lot of people joining us today, so we may not get to your questions during our open Q&A, but send the questions in and you might get a response from a member of our team helping us out behind the scenes. Also, please note that this presentation does include a worksheet for you to use if you’d like. If you look in the Handouts section of your GoToWebinar tools, you’ll see the materials that you can save to your desktop. I’ll give everyone a second to do that right now. With the housekeeping out of the way, let’s turn to today’s topic. I’m going to hand it over to Dave to talk about what we’re going to cover today. [CLICK TO NEXT]
- BRIA So why are we here today? Why are you here today? Well, let’s face it. The way we do marketing has changed a lot since Constant Contact first brought email marketing software to small businesses and nonprofits way back in 1995. Back then, people didn’t check their emails every five minutes because one would have to be sitting at their desktop computer tying up the phone lines. Anyone remember that? With the smartphone and better access to the internet came more opportunities to bring your service or your product to more people than ever before and thus a new world of marketing began. Today, a new problem has emerged – trying to reach the right people, at the right time to get the results you’re looking for. How do you make your email stand out in the crowded inboxes of busy people? How do you deliver content that keeps people interested in your brand, your services, your products? An effective email design is a big part of it. There is a a formula that drives better engagement and better results and we know a few people who have followed that formula and are already seeing the results. That’s what we’re going to talk about today. Here’s our agenda for this presentation:
- BRIA -First, we’ll give a brief review of core concepts from our virtual workshop series that we just wrapped up in May which will give you the basis of what you need to know for an email makeover. -Then, we’ll take a look at some real customer makeover examples to show you how a few people who took our virtual workshop series were able to apply our core concepts to improve their open and click through rates And lastly, we’ll send you on your way with the next steps you need to take to give your email a makeover just in time for summer Before we jump in, let me quickly introduce myself and my co-host today: [NEXT]
- BRIA My name is Bria Sullivan and I’m the Webinar Content Developer here at Constant Contact and I’m responsible for creating these presentations for you. With that out of the way, let’s get started! [CLICK TO NEXT]
- We covered a lot in our virtual workshop series but to give your email a proper makeover, there are some key design and content concepts that will really help you to make the changes necessary to improve the results your emails get. Let’s take a moment to review those so you really understand them before you start on your email makeover. [NEXT]
- BRIA We narrowed all of our material down to 5 of the most important concepts that we discussed in our workshop series. Here they are: - It’s crucial to create a fresh, Reusable Template that you can copy time and time again to brand each and every email you send without having to re-design every time you want to send an email. It’s a massive time-saver and helps create a lasting look and feel that all successful brands know the value of. -When you sit down to create that Reusable Template there are Seven Essential Elements of Email Design that you must follow when creating that fresh new template that you’ll be using from now on. We’ll go through each of those. -In the workshop series we also discussed what elements of any given email actually need updating or changing each time you want to send an email. Those are what we call The Email Content Cluster and we’ll discuss the 5 things you must write when you copy your reusable template so you don’t waste time making updates to things that don’t need updating. -To help you combat writer’s block we created The 3-Step Persuasive Formula to help you boil down the most important questions every email needs to answer if you’re going to have an effective marketing email, we’ll go through those. -And lastly, we’ll discuss really the two types of emails that you’ll need to send: ones with an expiration date that we call Time-based and non-promotional emails that deliver more regular content, such as your newsletter. It’s important that you know when to send each. Let’s start with the Reusable Template:
- BRIA In order to start your email makeover, you must begin with a Reusable Template. What is it exactly? [NEXT]
- BRIA A Reusable Template is your Master Template, the pre-package template that you copy each time you want to create an email. Without it, you’d be faced with designing a pretty email from scratch every single time and no one has time to do that. Tuck away some time to create your Reusable Template. It’s a little extra work upfront, but you’ll thank yourself every time you have only 15 minutes to work on your marketing email and it takes you half the time it used to to complete an email. Think of it as a small investment now that will pay off again and again. [NEXT]
- BRIA Now let’s talk about the elements you need to include in your email makeover that will make your Reusable Template as effective as possible. [NEXT]
- BRIA The most important 7 things you must include in your Reusable template are as follows: [CLICK] The header is the first thing someone sees in the inbox. They’ll know who the email is from, who to respond to and what it’s about. Keep it short – 4-7 words is the most effective. [CLICK] The preheader is the line of text that appears beneath the subject line in the inbox on a mobile device and is the first thing someone reads after your subject line so make it a good one. 6-11 words is key here to elaborating more upon your subject line. [CLICK] Adding your logo and brand colors to your email reinforces your brand and makes it easy for people to recognize your business the second they open it. Make sure your logo is ALWAYS clickable to your website wherever it appears on your email. People assume that it’s clickable so make sure that it is so you don’t miss out on some easy traffic. [CLICK] Images reinforce your message. Using your own images is best but you also have access to thousands of free and paid stock images through your Constant Contact account. [CLICK] The message body contains information about your offer and how it’ll benefit your audience. We’ll talk more about how to write that in the coming sections. [CLICK] After your message body, give your readers one clear action to take. This action could be anything from: ‘Buy Yours”, to “Pledge Your Support’ or ‘Read More’. Be sure to hyperlink the button to make that call-to-action stand out. [CLICK] Lastly, towards the bottom of your email, make sure you’re showing readers how they can connect with you further, both online and off in your footer section. Add your contact information, hours, as well as buttons with your active social channels here. This will hardly ever need to be updated. Now that you know what needs to be included in the design, there are only 5 sections that you need to update or modify from email to email. [NEXT]
- We call this ‘The Email Content Cluster.’ [NEXT]
- There are five sections of your email that you’ll need to create fresh content for after you copy your Reusable Template. We call these ‘The Email Content Cluster.’ [CLICK]-Each email you create will have to have a new subject line (4-7 words is the ideal length) [CLICK]-You’ll need to support your subject line with an enticing preheader text which helps move people into the body of your email (6-11 is ideal length) [CLICK]-You’ll need to select a new image to compliment the message. Your Constant Contact account comes with access to thousands of free and paid stock images. [CLICK]-Each new email will need a fresh and headline and message body text to describe your offer or announcement We’ll discuss how to come up with what to say in the next slide with the 3 step persuasive formula. [CLICK]-Lastly, with every new email that you want to send to your list you must come up with a compelling call-to-action request. Think: (Get Yours Now), (Save Your Seat), (See Why), (Watch What Happens) …And that’s it! Just 5 things you need to update with each copy of your Reusable Template. That’s easy to remember, right? Let’s go back to 4th element in the Email Content Cluster for a moment so you know exactly how to frame your emails when you sit down to write the content because our 3 Step Persuasive Formula helps you push through writer’s block so you don’t spend too much time writing a lot more content than folks are going to take the time to read. [NEXT]
- The 3-Step Persuasive Formula is just a handy way to frame each email that you send so that it delivers something of value to your reader with an easy way to get them to act on your offer. Let’s dig into that for a moment. [NEXT]
- Writing the content for your email is typically where people get tripped up. Why? Because they’re not sure what to say, how to say it, and how much is too much to say in their email. If you’re looking for a definitive answer on how long your email should be I’m going to tell you exactly how long: We’ve found 20 lines of text — or about 200 words —results in the highest click-through rate for most industries. That’s doable, right? Let’s break this down a bit further. Since you should never send an email without asking your audience to DO something the following questions will help you write your call-to-action request: [CLICK] What are you offering? – This is your headline and it’s goal is to stop and intrigue the reader and lead them to your message body. [CLICK] How will it help the reader? – Answer this question in your message body to pull the reader toward your call to action. 3-5 sentences is sufficient. [CLICK] What should they do next? – Tell them specifically what it is you want them to do. Make that request is easy to find and click. To add a clickable link just select the button and hit edit to add a link to your menu, your website, or product. Test it yourself to make sure the link leads them to where they expect to go. Keep this in mind every time you sit down to write the content for a fresh email. These three questions will help you keep your email succinct and effective at getting what you want from your email marketing. Now that you know how to design a fresh Reusable Template and write your email content, let’s cover our final core concept: the two types of emails a business or nonprofit will typically send. [NEXT]
- When it comes to email marketing, there are really just two types of emails you send. One has a set deadline that your subscribers need to act by and the other is just shared information with no time constriction. Let’s discuss these. [NEXT]
- We recommend sending two types of emails: time-based promotions and non-promotional emails. Time-based promotions are time-sensitive because they are designed to promote a specific upcoming date. For these time-sensitive events, plan on sending a short three-part series of emails to get the word out before the actual holiday or event. Announcement – send at least 2 weeks prior to an event or sale Reminder – Send 1 week before the event or sale Last chance – Send 1-2 days before your event or sale This type of promotional email is what you’d use when promoting a big sale or when you’re hosting an event. It helps to drum up interest and to remind people to register or to purchase before the offer or event expires. You can set these up ahead of time and schedule them to go out at the appropriate time on their own which is handy to help you get back to what you need to do to run your business. The non-promotional email is less sales-driven and more focused on building relationships and providing value to your customers. In this example, Southside Cycling wants to announce their newly-designed website. It’s not time-sensitive because that website is going to remain the same for a long time, but they hope that sending an email about it drives more people to their page to generate excitement about their new display of products and services. A monthly newsletter is a good example of a non-promotional email because you’re not necessarily promoting something, but as with any email you send out, you are driving readers to a strong call-to-action so that they do what it is you want them to do. Great! Now that you know understand the core concepts from our workshop series, let’s have a look at a few Constant Contact customers who took our workshops and applied these concepts to improve their email designs. [NEXT PASS TO BRIA]
- BRIA Just like some of those car commercials you see, these are not actors. These are emails created by real people just like you. We want you to follow along as Miranda and I break down the elements of each email so take a moment to download our worksheets which we’ll be using somewhat like a scorecard as we walk through each other these examples. [NEXT]
- BRIA You can download these from the GTW Control Panel in the section called Handouts. They will help guide you as you makeover your email after this webinar but take a moment to locate and download those now. [NEXT]
- BRIA Let’s start with Peter Lovis. You’ve heard Dave talk about Peter in previous sessions. He’s our friend who runs a local Cheese Shop in historical Concord, Massachusetts who we worked with to improve his email marketing skills. Back in 2015, I received the email on the left shortly after I had subscribed to his mailing list for the first time after I stumbling upon his shop in Concord. I forwarded it on to Dave and the rest is history. About a year later, we brought Peter and his team in to help them improve the time it takes them to create an email and to update their design and approach to get better engagement. Because of the wall of (beautifully written prose) that Peter was composing to send as his newsletter, busy professionals receiving his message didn’t have time to read through all of that and didn’t find anything specific that he wanted them to do so he wasn’t getting much engagement or seeing his return on the investment he was making when he sat down to write these beautiful emails. With low open and click-through rates we knew how we could help him get better results. Let’s have a look at the email he sent after he took one of our workshops. [CLICK] You can see he improved tremendously and even gave his subscribers a clear call to action – he wanted them to join his email subscriber list and it was clear how to do that in this email on the right. That said, we still see some areas here that could be even further refined, such as his call-to-action and the length of his message body, however the main business goal was to get people to call his shop and order his Cheese-of-the-Month club, which was a new idea in and of itself. He’d never asked people to do this before via email. This should have been sent as a 3-part time-based promotional email but after just two emails when all was said and done, he made over $900 from just 2 emails. How’s that for results! Let’s move on to some more examples: [NEXT]
- BRIA [Launch drawing tool now] Here’s our next example from Orange County Neighborhood Preservation & Revitalization Division in Florida. Thank you to Tiana for sending these to us. This is an example of what she was sending before she took one of our workshops. A few things to point out: -2 column templates are no longer common and don’t render nicely on mobile devices at all and with over half of all views coming from mobile devices this is a big no-no now. -Great placement of logo; was clickable so thumbs up. -No footer with contact information is someone wanted to reach out to the organization with questions or engage with them online or in person -Small font; size 14-16 for message body and size 22pt font for headlines would make these sections stand out more -Too much text –stick to picture, paragraph, call-to-action or use action blocks to tease articles but give people the option of engaging more with those articles out of the email and on your website -No clear CTA – what do you want your readers to do? How will you find out which article they most enjoyed if there are no links to track? Let’s have a look at the new and improved version [CLICK] The first thing I notice is a smaller logo. I would enlarge that and use a similar one as the old version, actually. Better use of links and read more transitions to outside links. However, the font is still smaller and thus if you don’t look closely you may not see those. However, if you look at the open rate, it went up some but the click through rate shot up to 22%! That’s really high and shows that the use of more links and that Poll Block at the bottom of the email is generating more engagement already. I notice that there’s a footer with all pertinent information there, that’s a huge improvement. Suggestions: Enlarge logo Enlarge font Continue to tease content and not include too much – 200 words or less is ideal Continue including the footer and action blocks Try sending a bit more frequently with less content and more links or action blocks so you generate higher open and click rates if there is just a lot of information you must cover. We see this a lot with nonprofits as they have much to share so try breaking content down into bite-sized chunks of sending less of it, a bit more frequently with higher-value emails. Let’s look at another: [NEXT]
- BRIA This is a before and after example from Mohawk Valley Community College in New York. Lisa took all 5 of our classes in the workshop series and applied these learnings to her new emails. Let’s see how she did: Before: Open Rate: 22% Click-through rate: 1% To point out: They have a pretty good open rate despite everything that we’re going to point out so that indicates a receptive audience, but the click through rate is very low so let’s find out why: -Lacks branding – font color is distracting and not uniform, too small, too much white space -Lacks clear call-to-action. Is it the Instagram icon? Do you want us to follow you there? -Varying sections of content with no “click here” type links – results in a low click-through rate. -Great that there is a footer there with pertinent information -Her image is related to the content (in this case it’s about fossils) Let’s see how Lisa and her team made improvements after taking one of our workshops: [CLICK] After: Open Rate: 33% Click-through rate: 26% Improvements to point out: -Great placement of logo and image; she balanced out the white space and used a bigger and more compelling complimentary image at the top -Headline stands out. It’s also a link to a summer camp brochure of activities. It is underlined which will draw readers to it because they know that if it’s underlined it must be a link. -A perfect amount of message body text below the image, with broken out bullets of class offerings, in this case --Stick to one major call to action so that nothing takes away from the main business goal. The call to action is to phone for more information and to register for classes. Most clicked on link was actually the second image in the email which included a call to action to click on the brochure. This got 63.6% of all clicks. However, there was a secondary call to action which you can see in that call to action button at the bottom of the email. If the main purpose of the email was to find out who was interested in the brochure, then perhaps they achieved that goal. However, if they were trying to drive registration, that link received 15% of clicks, which was actually the second highest but still was overshadowed by the brochure link. Just something to keep in mind when you’re deciding on what your goal is for an email. -Call to action button should be moved up out of the footer. The footer should just have pertinent business contact information and social buttons. This placement could have caused some confusion hence the higher clicks on the little image of the brochure but she’s on the right track with the footer overall. -Also, without changing anything about their marketing activities except her email design, summer camp enrollment is up by 9% YOY! That’s a fantastic, measurable business result that can be traced back to a simple email template change. Great work Lisa. [NEXT]
- MIRANDA Thanks Bria. This is a before and after example from by Hajoca Harrisburg Inspirations Bath and Kitchen Studio in Pennslyvania. Sheena took a few in-person classes with Constant Contact in the past with some success but she said that after attending our workshop series and switching to our new 3G Editor, she said likes the Constant Contact Series taught he so much more. Here’s what Sheena said: “I used to HATE doing emails in CC because it was a lot harder to edit before. Now with the next generation editor it’s so much easier to use and much quicker to design too. Emails have always worked great for us but the new design elements represents our brand so much better and we’ve had a good response.” Let’s break down some of Sheena’s stats: Before Open Rate: 20% Click-Through Rate:1% - Her emails are beautiful and condensed which is great. She has a good open rate which indicates a receptive audience but again, only a 1% click-through rate. This could be because there is really no call to action in this email. There is an offer, but no clear way to take advantage of it. - Great imagery and placement Logo is at the end of an email so this can be a little confusing to the reader if they just see an image without any context as to who is sending them email No footer. Seems hard to contact this business Branding isn’t clear; seems to be matched to whatever is being promoted at the time, which doesn’t establish your brand or brand voice Let’s look at her new and improved version: [CLICK] After Open Rate: 19% Click-Through Rate: 12% Improvements to point out: She moved the logo to the top and made it clickable. Great! Her click through rate shot up to 12% because it was much clearer what she wanted people to interact with She’s aiming for more engagement so she’s used 2 action blocks in this email, a Read More block and a Poll Block at the bottom However, the Read More block at the top under the image could be much clearer. Instead of writing ‘Helpful Links’ it would have been more compelling if they explained what information would be on the other end of that link. For example, instead of saying “Helpful Links” she could have modified this automatic title to say something like: “Thinking of remodeling your kitchen? 5 things you should know before you do.” Readers who were indeed thinking of this would have been more compelled to read about possible warnings or preparations they may not have thought about before receiving this email. - Much better use of incorporating brand colors into the email instead of matching it to the graphic in the previous example. She created a footer but the placement of the poll and social buttons and footer info is rather confusing. If the hours of operation were moved below closer to the footer section the poll would stand out more, drawing people to take that poll. Sheena started using Polls in her emails to get to know her customers better and find out what they were interested in reading. “The fact that people don’t have to click a link or visit another website makes it super easy for them to reply to the Poll and we love that!” she said. Great steps towards overall improvement and she’s only getting better. Great job Sheena! Bria’s going to show you one more customer example. Bria? [PASS TO BRIA]
- BRIA Let’s take a look at Susan’s emails. Susan runs Labyrinth Hill Lavender, a lavender farm in Washington State and teaches others who want to grow lavender commercially how to do it too. She was already doing such a great job of separating varying bits of information in her newsletter and had a great logo banner and use of images but wanted to generate more engagement from her students and clients. Let’s have a look at her stats. Susan’s Stats: Before: Open Rate: 27% Click-Through Rate: 14% She has a highly receptive audience with her high open rates She incorporated links into her message body of each section and get a great deal of click-throughs as a results Her branding is establish throughout the email Message body copy for each section at or below that 200 word benchmark Has a footer with all her contact info right there How could she improve her click-through rates even more? [CLICK] After: Open Rate: 25% Click-through Rate: 30% -Well she kept her beautiful branding and reduced a bit of her content in each section to make her links stand out even more. -Her main call to action is clearly in lavender telling people exactly what she wants them to do. If they’re not ready to register for a class yet, she has given them two linked articles for which to engage with to enjoy and get to know her business better. One is a natural air freshener recipe using lavender of course, and the other a preview of her classes. In her reports she’ll be able to see who was interested in which and track them for more targeted mailings. -She spruced up her footer a bit which tied the whole email together. -All in all, though her open rate dipped slightly as it can from mailing to mailing, her click-through rate was at 30%, higher than previous emails with more hidden, embedded links. She made them stand out more and therefore, people clicked. Let’s look at one more of her examples: [CLICK]
- BRIA Again we see that Susan has done a great job incorporating images and links to engage her audience and has even added a poll block to her email to find out what her readers were most interested in reading about. In this case, it’s what type of lavender body product folks would like a recipe for next. When I took this poll I voted for Lavender Lip Balm and in the next email, she announced the results and told us that the recipe would be forthcoming. I haven’t yet sat down to make it yet, but I intend to, by golly! Before: Open Rate: 27% Click-Through Rate: 14% After: Open Rate: 23% Click-through Rate: 19% Email open and click-through rates will vary from email to email depending on a wide swath of conditions, but the goal here is to maintain or improve an average or above average percentage based upon your industry. Always aim to get more engagement and track and segment as that information comes in to tailor your marketing to the needs of your audience. Alright, let’s review what we talked about before we take your questions. [NEXT]
- BRIA [Read screen]
- BRIA We want to see your emails! We want to see how you’ve improved by following along in this workshop series with us. For those of you who have been following along in this series, we want to see how you’ve improved! If you’d like a chance for your company to be featured in next month’s webinar, email A version of your emails to me! I’m waiting for them right now! Here’s what I want to see: -A typical version of an email you used to send before attending one of our workshops -one that you’ve created after attending one of our workshops Here’s how you can help: You can go to a sent version of your emails in your CTCT account and click on Actions, Copy Short URL, Paste Short URL into an email to Bria. There’s an example of how to do this on the left-hand side of your screen.
- BRIA Also, I want to remind you that if you’d like to switch to our simplified, new drag-and-drop editor, give us a call at the number you see on the screen now. Tell them you want your account switched to the new 3G Editor. We’re always happy to help.
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- BRIA
- Next month we’ll be talking about SEO – search engine optimization for all of you wondering how to more traffic to your website. 80 percent of consumers research products and services online and 18 percent of local mobile searches lead to a sale within one day. Will consumers find your business when they search for what you offer? It's more important than ever to understand how you can bring qualified visitors to your website. We’ll show you how search engine optimization (SEO) can help you target the exact people you're trying to reach. Here's what you'll learn: How Search Engines Work How to Influence Search Results How to Choose Keywords for Financial Impact [click to next slide]