This document discusses how to effectively use email marketing in the mobile era. It begins by outlining the benefits of email marketing, such as boosting repeat business and creating brand awareness. It then emphasizes that mobile usage is growing rapidly and most emails are now opened on mobile devices. The rest of the document provides tips for mobile-friendly email marketing, such as optimizing local business listings, creating concise and relevant content, using images and templates designed for mobile, and testing send times and days. The overall message is that email marketers must adapt to the mobile environment in order to engage customers and drive business results.

1. © Constant Contact 2015
Email Marketing in a Multi-Device Era
How to use mobile technology to promote
yourself and drive more business

2. © Constant Contact 2015
Amy Hajdu
Owner of Say It Said Marketing,Authorized Local Expert and
Solution Provider forConstant Contact
Well hello!
Questions after the event?
amy@sayitsaid.com

3. First impressions
matter.

4. 4
Should your first impression be this: Or this?

5. What is email marketing?
Delivering professional
email communications...
to an
interested
audience...
Containing
information the
recipient finds
valuable...
that looks great
in any inbox!

6. What can it do for your business?
“Every time I send out an email, I get a sale in 15
minutes.Overall, I get up to four times as many sales
with these newsletters than I did with my old ones,
and they’ve gone from about $50 per order to $100.”
- IreneSchmoller, founderCotton Clouds
Boost repeat business.

7. What can it do for your business?
Create and increase awareness.
“The emails are an important reinforcement of
brand. I get calls from people I’ve never met all the
time.They get the newsletter, or a friend of theirs
gets the newsletter, and they know I’m the person to
call. It really helps establish credibility upfront.”
- BrandonStewart, realtor at DavidGriffin & Company Realtors

8. What can it do for your business?
Drive revenue and profit.
“It has definitely been the easiest way to reach
people. If we have a slower day and know that we
want to reach local people, we can create a quick
email and will get at least a few calls right away.”
-ChristineCopertino,spa director forAllegriaSpa

9. Harness the power of the inbox on mobile.
Are you ready?

10. 51%
of emails are opened
on a mobile device
Why are we here today?
Source: Constant Contact 10
Mobile internet usage is growing...

11. Source: PewInternet.org 11
64% of American adults own a mobile phone
and it’s growing fast.

12. Source: phonearena.com 12
looks at their phone 150 times/day.
The average person...

13. Why is mobile so important
for small businesses?
13
It’s how people read your
messages, find you &
make purchase decisions.

14. Agenda
14
1.Mobile and local listings
2.Drive action with mobile marketing
3.Create mobile-friendly templates that
match your brand
4.Next steps

15. Agenda
15
1.Mobile and local listings
2.Drive action with mobile marketing
3.Create mobile-friendly templates that
match your brand
4.Next steps
1. Mobile and local listings

16. 1. Mobile and local listings
80%
use smartphones to find local information
( hours, products, address & directions)
More than 2x the rate at which local
searches lead to purchase v. non-local search
78% of searches that result in a local purchase
are conducted on mobile phones
And when it comes to mobile (local) searches...
50% of store visits happen within an hour of
local search
16

17. 17
• Consumers
• Business submissions
• Listing management services
• Data aggregators
• Vertical-specific providers
• Scraped data
1. Mobile and local listings
Where does local listing
information come from?

18. 18
Take control of your listing...
1. Search for your business
2. List places that list your business
3. Check your listing information
for accuracy
4. List places that don’t list your
business, but should
5. Update your information
1. Mobile and local listings

19. 19
1. Mobile and local listings
Search & discovery checklist
Update your online information
Hours of operation
Parking options
Business description
List of products & services
Specials/deals
Logo & photos
Contact info, URL & social channels
Payment options

20. Agenda
20
1.Mobile and local listings
2.Create great content to drive action with
mobile marketing
3.Creating content with and for mobile
4.Next steps
2. Create great content to drive action with mobile marketing

21. It’s not always about you.
It’s about what you know, or what you have access to.
2. Create great content to drive action with mobile marketing
Focus on
being relevant
Figure out
how much is
“enough”
Turnquestions
into content
Images are
content too

22. Write for your audience, not for you.
22
2. Create great content to drive action with mobile marketing

23. Write for your audience, not for you.
23
2. Create great content to drive action with mobile marketing
38% Unsubscribe if it’s boring
Source: MarketingSherpa
32% Send it to spam if it’s irrelevant

24. 20 lines of text or less
Less is more.How much is enough?
24
2. Create great content to drive action with mobile marketing
Source: http://news.constantcontact.com
3 pictures or less

25. Fewer links,
more clicks
2 Creategreat content to drive action with mobilemarketing
steep decline
3+
most clicks
1
eh... okay
2
less to no clicks
5+
Clicks per Link
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Number of Links
ClickRate

26. 1. 5Ways to ProtectYour Pipes
from Freezing thisWinter
2. Answers toYourTop 3
Mileage Deduction Questions
3. Red orWhite? 5 Simple
Wine-PairingTips
4. 10Ways to Sell MoreTickets
forYour Next Event
1. How do I ensure my pipes
won’t burst this winter?
2. Do I get to deduct mileage I drive
from work to home each day?
3. What’s a simple way to
pick the right wine?
4. How do I get more people
to show up at my events?
26
…Into ContentTurn Questions…
2. Create great content to drive action with mobilemarketing

27. Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015 27
• Communicate through
pictures – and make
them clickable
• Keep key action above
the scroll line
• Use design wisely (and
limit choices!)
Communicate through Images
2. Create great content to drive action with mobile marketing

28. 28
2 Create great content to drive action with mobile marketing
Get to know what’s right for your audience...
How to test the day and time that works.
Time:
1.Use the same two audience lists
2.Select two times on the day with the
best open rate
3.Send your email different times and
watch for the best open rate
Day:
1.Select two different audiences
2.Select two days in the week
3.Send your email and watch for the
best open rate

29. 29
• Use the Share Bar
• Ask people to like, share,
retweet, pin
• Add social media buttons
2. Create great content to drive action with mobile marketing
Emails with social sharing buttons increase
click-through rates by 158%

30. Agenda
30
1.Mobile and local listings
2.Create great content to drive action with
mobile marketing
3. Create mobile-friendly templates that
match your brand
4. Next steps
3. Create mobile-friendly templates that match your brand

31. Look great – and recognizably you – in any inbox!
3. Create mobile-friendly templates that match your brand
Select amobile-
friendly template
thatmatches your
message
Make sureyour
brand is consistent
everywhere

32. 32
3. Create mobile-friendly templates that match your brand
Facebook
• Be consistent with logo &
branding colors
• Use images of your
business, products &
people
• Use consistent language
Email
Website
Be recognizable. Everywhere.

33. 3. Create mobile-friendly templates that match your brand
33

34. Agenda
34
1.Mobile and local listings
2.Create content to drive action with mobile
marketing
3.Create mobile-friendly templates that
match your brand
4.Next steps
4. Next steps

35. 4. Next steps
1. Single column template
2. Fewer than 3 Images
3. Fewer than 20 lines of text
4. No more than 3-5 links
5. Action above the scroll line
Follow this simple recipe for success...

36. Give them 4 reasons to pay attention.
4. Next steps
Recognized
Sender:
“Who sentit?”
Compelling
Subject:
“Is itworth
reading?”
GoodTiming:
“When was it
received?”
Easy‘share’
options:
“CanIsend to
friends?”

37. 37
4. Next steps
Who sent it?
How do people know you best?
Make your “from name” and “from email” recognizable.

38. Source: Inwise 38
open an email based on the subject line.
More than 1/3 of people

39. 4. Next steps
Is it worth reading?
Identify your purpose. Be clear, be clever and...
39

40. Entice them.
•Use “teaser” text
•Customize the message
4. Next steps
40

41. Avoid the following:
• Spam-like terms
• Check your spam folder
• Use spam-check button
• ALL CAPITAL LETTERS
• Excessive punctuation and
symbols !!!, ???, $$$
Choose your words carefully.
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41
4. Next steps

42. Embrace mobile.
Stay top of mind
It’s about your audience
4. Next steps
42
Do things smarter & faster
Be where your customer
is…on their mobile device!
Get found!