From revealing why regular email doesn’t work, to insider tips and techniques like automated list building tools and the design elements that work (and don’t!), this webinar will give you the keys to the most effective marketing you can do: email marketing. We will show you: – What it really is (and isn’t) – What it can do for your business – And the five easy steps you must take to harness the power of the inbox! – Grow a healthy list – Create great content – Customize a beautiful, mobile-friendly template that matches your brand – How to get your emails opened – Tracking your results

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2. Par-ti-ci-pate

3. © Constant Contact 2016
The Power of the Inbox
Tips andTricks for Successful Email Marketing

4. You need to harness the power of the inbox.
Are you ready?

5. What can it do for your business?
Create and increase awareness.
Boost repeat business.
Drive revenue and profit.

6. Agenda
8
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together

7. A: Email
More than half of all emails are
opened on a mobile device
Q:What is the #1 app on smartphones?
More people own a cell phone
than own a toothbrush!
Source: Litmus
1.Why email marketing?
91% of people
check their email daily
88% regularly
check email on their smartphones

8. Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business GrowthSurvey
It’s reliable
Email gets delivered
90+% of the time
(Facebook posts
reach just 2% of fans)

9. Why Email?
Because it works everywhere.
Email marketing has
3x the conversion
rate as social media
For every $1 spent on email
marketing, there is a
$44.25 average ROI

10. 13
Should your first impression be this: Or this?
…this or this?
First impressions Matter. Should your first impression be
..

11. 14
• Limited sending
• No formatting control
• Susceptible to filters
• No cohesive branding
• Potential SPAM complaints
• No tracking or reporting
1.Why email marketing?
Why regular email doesn’t work Why regular email doesn’t work

12. Email marketing best practices
that make you look great!
Constant Contact will automatically:
1.Why email marketing?
• Provide beautiful templates
• Reinforce brand identity
• Manage subscriptions
• Ensure email delivery
• Track results
• Obey the law

13. Agenda
16
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together
2. Harnessing the power of the inbox: Grow a healthy list

14. The #1 reason for an unsubscribe is irrelevant content.
Don’t forget - give them a reason to join your list
and let them know when to expect it.
17
Ongoing education VIP preference Insider news
E-book, whitepaper
2. Harnessing the power of the inbox: Grow a healthy list
Updates Discounts

15. How to Ask: The importance of permission
Get express consent
Offer opt-out
Be straightforward
Respect privacy
Be legally compliant

16. Agenda
21
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together
2. Harnessing the power of the inbox: Creating great content

17. Put your readers interests ahead of your own.
2. Harnessing the power of the inbox: Creating great content
Focuson
beingrelevant
Figureout
howmuchis
“enough”
Turnquestions
intocontent
Imagesare
contenttoo

18. 23
2. Harnessing the power of the inbox: Creating great content
Source: MarketingSherpa
Write for your audience, not for you.
send it to spam if it’s irrelevant
unsubscribe if it’s boring38%
32%

19. 20 lines of text or less
Less is more.How much is enough?
24
2. Harnessing the power of the inbox: Creating great content
Source: http://news.constantcontact.com
3 pictures or less

20. Fewer links,
more clicks
2. Harnessing the power of the inbox: Creating great content
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

21. 5 Ways to Protect
Your Pipes this Winter
YourTop 3 Mileage
Deduction Questions
10Ways to Increase
Event Attendance
How do I ensure my pipes
won’t burst this winter?
Can I deduct the mileage
I drive for volunteering?
How do I get more people
to attend my events?
26
…Into ContentTurn Questions…
2. Harnessing the power of the inbox: Creating great content

22. 2. Harnessing the power of the inbox: Creating great content
Images are content too!
90% of information processed by the brain is visual content
27Source: www.adweek.com

23. 28
Working with photos
• Choose the right size
• Avoid copyright issues
• Use your own photos
• Find stock images

24. Source:Constant Contact Data Reveals DirectCorrelation Between Email Campaign Effectiveness and Number of Images andText Lines Featured, 2015 29
• Make images clickable
• Keep key action
above the scroll
• Limit the choices!
Communicate throughContent
2. Harnessing the power of the inbox: Creating great content

25. Agenda
30
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together
2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template

26. 32
2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template
Facebook
• Be consistent
• Use images
• Use similar language
Email
Website
Be recognizable. Everywhere.

27. Newsletters
2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template
• stay top of mind
• send news or updates
• inform and educate
PromotionsAnnouncements
• share new products
• invite to a special event
• ask for feedback
• provide exclusive content
• offer deals or coupons
• ask for feedback

28. 2. Harnessing the power of the inbox: Get your email opened
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
Simple recipe for success...

29. Agenda
35
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together
2. Harnessing the power of the inbox: Get your email opened

30. Give them 4 reasons to pay attention.
2. Harnessing the power of the inbox: Get your email opened
Recognized
Sender
Compelling
Subject
GoodTiming EasySocial
Options

31. Source: Inwise 37
open an email based on the subject line.
More than 1/3 of people

32. Source: Litmus 38
30-40 characters max
6-10 words max
Control “pre-header” text
Size matters.
Keep it short.

33. 39
Choose your words carefully.
Freecredit
Save
offers
Click
income
traffic nowcash
order
rates
Urgent
Act Now!
Act Now!
Get home
dollars
Fast!
guaranteed
FeesPurchase
money
Refund
Win
remove

34. Timing is everything.
40
2. Harnessing the power of the inbox: Get your email opened
How often?
• Keep the promises you made
• Coordinate timing across channels
• Determine when it’s urgent
• Day of week (Monday -Wednesday)
• Time of day (10am to 3pm)
• Test, test, test
What day and time?

35. Monday Tuesday Wednesday Thursday Friday
Restaurants
Accountants &
Financial
Advisors
Hotels, Inns,
B&Bs
Religious
Organizations
Arts & Crafts
When is it best to send emails?
41
7:00 am 6:00 am 7:00 am 12:00 pm 5:00 am

36. Agenda
43
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together
2. Harnessing the power of the inbox: Tracking your results

37. 2. Harnessing the power of the inbox: Tracking your results
Knowwhat
metrics
matter
Usedatato
make
decisions
Focusonthe
“clickthrough”
Don’t guess. Use metrics.

38. 45
OPENS
2. Harnessing the power of the inbox:Tracking your results
• Gauge interest
• Determine best day/time
Industry averages: 8-28%

39. 46
2. Harnessing the power of the inbox:Tracking your results
CLICK-
THROUGHS
• Measure success
• Identify engaged readers
Industry averages: 5-18%

40. 47
2. Harnessing the power of the inbox:Tracking your results
DID NOT
OPENS
• Re-engage audience
• Test new methods
Industry averages: 72-92%

41. 48
2. Harnessing the power of the inbox:Tracking your results
OPT-OUTS
• Collect feedback
• Adjust mailing strategy
Industry average: <1%

42. 49
2. Harnessing the power of the inbox:Tracking your results
BOUNCES
• Identify “bad” addresses
• Maintain clean lists
Industry average: 2-14%

43. 50
2. Harnessing the power of the inbox: Tracking your results
Making decisions based on HIGH metrics
High Opens High Clicks
• Find the best time & day
• Identify best keywords
• Segment ‘super fans’
• Format links to stand out
• Offer links to preferred content
• Segment ‘super clickers’

44. 51
View the
“clickers”

45. 52
Target based
on interest

46. Agenda
53
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together
3. Putting it all together

47. 1. Start with what you’ve got
• Growth takes time
• Growth is an ongoing process
• Efforts must be organized & consistent
• A combination of traditional and
modern methods are most successful
Growing your list sounds complicated
but it doesn’t have to be if you understand.

48. 57
• Small business marketing is...
•You really can do this!
Nurturing relationships. Delivering on your promise. Getting measurable results.

49. $5/month for your
first 3 months of Email
IFYOU BUYTODAY
This promotion (the "Promotion") ends tonight, after this seminar (the “Seminar”) at 11:59 p.m., local time (the "Promotion Period").
If eligible Constant Contact customers purchase the Email level product of Constant Contact during the Promotion Period, they will
receive the Email level product at a discounted price of $5 per month for the first three months after they become a paying customer.
Constant Contact customers will be eligible to participate in this Promotion if they (i) are not currently a trialer or paying Constant
Contact customer, (ii) attend the Seminar and receive this offer at the Seminar, and (iii) follow the link above and become a paying
Constant Contact customer during the Promotion Period. After the first three months have ended, eligible participants will
automatically be charged the current retail price for the Email level product unless they cancel their accounts. This Promotion cannot
be combined with any other Constant Contact promotion or special offer. Constant Contact reserves the right, in its sole discretion, to
suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the
Constant Contact terms and conditions available at https://www.constantcontact.com/legal/terms.
Exclusive Offer for
Today’s Attendees

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