The Power of Email Marketing

Contact Information

Zak Barron
Regional Development Director | Mountain States

zbarron@constantcontact.com
facebook.com/CTCTzbarron
@zbarron
http://www.linkedin.com/zbarron

Upcoming Seminars

www.constantcontact.com/colorado

Insight Provided by KnowHow

Visit: www.constantcontact.com/learning-center

Copyright © 2011 Constant Contact, Inc. 2

Introduction

This presentation has three parts

Connecting to build
1 customer relationships

Informing people who
2 will buy in to your
message
and share it with others

3 Growing your business
with engagement
marketing


Section

1 CONNECT
Email Marketing Basics
Connecting with your customers
Engaging in profitable
customer communications
Using email and social media as
components of an engagement
marketing strategy


Why Engage?

Q. Where will the majority of next
month’s business come from?
A. Existing customers


Why Engage?

Q. What is your best source for
new business?
A. Existing customers

Engagement Marketing is using
technology to make “it” happen


3 Steps to Building Relationships

Email marketing
Trusting relationships
Early relationships
Encourage broader relationships
through SMM Friends
Customers
Social media marketing
New relationships
New prospects Followers

Encourage deeper relationships
through EM

Friends
You

Prospects
Followers

Step 1: Step 2: Step 3:
Great customer Connections that enable Content that engages
experience ongoing dialog and spreads


Marketing Today = Building
Relationships

Five Types of People

Raving Fans Customers Prospects Suspects Disinterested


Acquiring Customers

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
$
1 2 3 4 5 6 7


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

Sources:
1. Flowtown, 2010
2. Bain and Company


Why Email?

Because almost everyone your business
needs to reach reads it:
94% of Internet users between the ages of 18 and
64 send or read email
An even higher number of users ages 65 or older do the same

61% Use a social networking site
147 million people across the country use email,
most use it every day

Sources: Pew Internet and
American Life Project 2010


Why Email?

It’s cost-effective: Direct mail vs. email
For the same response, direct mail costs 20 TIMES
as much as email 1

Email ROI is the highest when compared
to other internet marketing mediums 2

1 Forrester Research, Inc.
2 Direct Marketing Association


Email Marketing Is Not

Junk email

Unsolicited and unwanted email

SPAM
Email from an unknown sender

Dubious opt-out (if any)


Email Marketing Is

Delivering professional
email communications
To an interested
audience
Containing information
they find valuable


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


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


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


Email Basics Checklist

Ask yourself before you begin email marketing

Do repeat and referral customers help your business?

Do you have a plan for delivering multiple communications?

Is your audience interested in your message?

Is it valuable to them?

Can you make your emails look professional and reflect
your brand?

Do you have an Email Service Provider to help manage
your strategy?


Section

1 CONNECT
Building a Quality Email List
The benefits of permission-
based marketing
Building a valuable contact list
Keeping your list current


Consumers Define Spam


Build Your List Where You
Connect

Incoming or Events Email Place of Business Online
Outgoing Calls and Meetings Signature Guest Book Presence

K Smitheen
4
2 3 5

1

57% of consumers will fill out
a card to receive email alerts
when asked to by a clerk at a
local small business.
Customer & Prospect Database
Source: Transact Media Group


Integrate Email Marketing and
Social Media Marketing

Make social media
Make a Join My Mailing buttons a consistent
List available on all part of all emails.
social media platforms.


Collecting Information and
Permission

Include your logo
and brand identity
Describe your email
content and how
often you’ll be
sending
Ask about your
customers’ interests C o n s i d e r

to stay relevant
a s k i n g f o r
y o u r
a u d i e n c e ’ s
p r e f e r r e d
s o c i a l

Ask for additional n e t w o r k .

contact information
when necessary


Sending a Welcome Email

Include your logo
and brand identity

Personalize your
message

Reinforce permission
and ability to change
preferences


Sending a Welcome Email

Include your logo and
brand identity

Ask for explicit Response Necessary to Complete Subscription
confirmation

Include a confirmation link


Using a Permission Reminder


Keeping Your List Current

Include your
logo and brand
identity

Provide a link so
subscribers can
update contact info

Ask for feedback

Include links to your
social sites


List Building and Permission
Checklist

Ask yourself as you build your list
Are you collecting contact information at every customer
touch point, including social media?

Are you asking for permission as well as contact information?

Are you clearly describing your email frequency and content?

Are you sending a welcome email or a confirmation email,
especially to those who have joined your list via social media?

Are you using permission and subscription reminders to
stay current?


Section

2 INFORM
Creating Valuable Email Content
Determining what is valuable
to your audience
Choosing an effective
email format
Deciding what day and
time to send


Content Has to Meet Your
Objectives

“I want to ”
Promote
Motivate purchases
Increase event attendance

Inform
Inform potential customers
Differentiate my business

Relate
Increase loyalty
Encourage more referrals


Content Has to Have Value
to Your Audience

Promotional Email
Discounts, coupons,
offers, incentives.
Relational Email
Savings Special privileges,
acknowledgement

Knowledge Quality

Informative Email
Advice, research,
facts, opinions, tips


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

* Check applicable regulations
before deciding to hold a
contest or giveaway


Keeping Email Content Concise

Host large bodies of content Come with Parker Travel Adventure

On your website Group and meet fellow travel
enthusiasts near you. Join us for our
annual rafting trip August 23 _ 26,
In a PDF document starting at the base of Glen Canyon.
There are still six spaces available for
anyone interested in joining the group.
In a longer archived version Complete package start $399 with flights from New
York and Boston.

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


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


Branding Emails Consistently

Use different formats and
similar designs
Include your logo

Use consistent colors

Use meaningful
graphics

Avoid drastic changes


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?


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)
Get the maximum
Time of day (10am to 3pm)
Impact with
Test for timing Minimum intrusion.
Divide your list into equal parts
Send at different times and compare results

Re-stimulate social conversations: repost, retweet


Email Content Checklist

Ask yourself as you create content
Are you trying to promote, inform, or relate?

What is your audience interested in?

Is your email format branded and supportive of your message?

Is your email concise and does it include a strong call to action?

Does your content match your frequency and timing?

Are you consistently repurposing valuable content on social
channels and investing time to engage and respond?


Section

2 INFORM
Getting Email Delivered and Read
Email filters and other
delivery challenges
Creating email from and
subject lines
Using technology to deliver
your email


Is Your Email Fabulous or Filtered?

ESP
Email Authenticated

AOL MSN Yahoo other ISPs

Deliverability issues:
Image blocking Block-listing Filtering & Blocking (Avg 81% delivered –
Individual filters Friends-listing CTCT 97%**)
Bouncing Reputation
Challenge responses Sender authentication Email
Blocking Spam

**Return Path verified


Getting Email Opened

The “From” line – Do I know you?
Use a name your audience
recognizes
Include your organization Matt Long
Lynn.Mann@AOL.com
name or brand
Joe Hahn
Nancy Feldman
Refer to your business in the
same way your audience does
Be consistent
60% of consumers say
the "from" line most often
determines whether they
open an email or delete it.
Source: DoubleClick


Match “From” Line and
“From” Email Address

The “From” line – use a familiar email address
Some email programs display From name + email

Some email programs display only From email

Jeffsmall@aol.com
Katejohnsonl@verizon,net


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 Matt Long

of opening the email Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
Capitalize and punctuate carefully
Avoid copying the techniques
inherent in spam emails

Email messages that mention 30% of consumers say the Emails with shorter
Facebook in the Subject Line “subject" line most often subject lines significantly
will have a 32% higher open determines whether they outperformed emails with
rate than those that don’t. open an email or delete it. longer subject lines.
-Worldata, 2011 Source: DoubleClick - MailerMailer


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
SPAM
Misleading subject lines

Example: Typical spam “From” and “Subject” lines


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


Tweet and Share your Email

Tweet a link to
your email
automatically

47

Email Delivery Checklist

Ask yourself before you send your message
Are your images working together with text to identify
your email?

Are you avoiding spam-like content in your emails?

Is your Email Service Provider authenticating your email?

Is your From line familiar and are you using a familiar
email address?

Does your Subject line include the immediate benefits of
your email?

Have you extended the reach of your email by making
it sharable?


Section

3 GROW
Increasing Email Click-Through
and Response Rates
Tracking and improving
email delivery
Increasing opens, clicks,
and forwards
Reducing unsubscribe requests


Tracking and Reporting

Email Client

Constant Contact Reporting Page


Measure Increases in Overall
Reach

Social Stats shows “Shares” and “Likes” for Shared Email Campaigns


Deal with Bounced &
Blocked Email

Non-existent address
Check for obvious misspellings
Bounce Management
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


Analyze “Open” Rates

Use open tracking to spot trends
Open rates trending down
Fewer subscribers are enabling images
Fewer subscribers are clicking links
Steady open rates
Assume email is being received
Check your ESP’s average delivery rate

Reporting Page


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

Reporting Page


Encourage and Reward Email
Forwards and Online Reviews

Use your forward report to: Forwards
Thank people who forward
your emails
Learn about the value of
your email content
Encourage online reviews
by those who forward your
emails

Help your most passionate
customers spread the word
Ask them to forward your
email and write online
reviews


Understand Unsubscribe Requests

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


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


Email Tracking and Response
Checklist

Ask yourself after you send
Are there any bounced or blocked emails that require attention?

Is your open rate trending upward or downward?

Are you measuring your increase in overall reach, including social networks?

Did your audience take action on your email by clicking through or forwarding
your email? What were they interested in? Are you encouraging online reviews
by these customers?

Did anyone unsubscribe from your list? Did they give you actionable
feedback?

Did you identify any areas for improvement so your next email is more targeted
and more effective?


Take the Next Step

Email + Social =
Success, Guaranteed.

Sign up for a free Email Marketing trial.
Satisfaction guaranteed.
Arm yourself with the tools, playbook, and coaching to get your first campaign in
front of your email subscribers and social networks. Watch your business grow!

Sign up today! Fill out a card at the registration desk
or
Call toll-free: 866-876-8464

Attend a Free Webinar Get a Social Media Quickstart!
Learn more about how social media Get started building connections
marketing can help small business and through social media marketing,
nonprofits optimize marketing efforts. today!

constantcontact.com/learning-center socialquickstarter.com


Contact Information

Zak Barron
Regional Development Director | Mountain States

zbarron@constantcontact.com
facebook.com/CTCTzbarron
@zbarron
http://www.linkedin.com/zbarron

Upcoming Seminars

www.constantcontact.com/colorado

Insight Provided by KnowHow

Visit: www.constantcontact.com/learning-center


Customer Spotlight: Atlas Travel

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


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


Customer Spotlight:
Xtreme Transformations
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
“Constant Contact Email Marketing and Survey
products are the best bang for the buck by far.”
Pete Peidra, CPT, AFTA,
Certified Personal Trainer


Customer Spotlight:
The Parks Image Group, Inc.

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.


Customer Spotlight:
Bella Web Design, Inc.
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


Chamber of Commerce Partner Spotlight:
DeKalb Chamber of Commerce

List Size: 2952

Open Rate: 23.8%

Location: Decatur, GA

Customer Since: Sept 2005

Website: www.dekalbchamber.org
Keeps members & subscribers informed about events with a
weekly newsletter
Utilize campaign scheduling to send reminders for seminars
and events
Increase their non-dues revenue through paid member
advertising opportunities with e-blast sponsorship campaigns
and ad space in the weekly newsletter
Offer 3-part series Constant Contact seminars regularly

“Constant Contact is an invaluable marketing resource for our members.
Given the slowing economy, this is a key time for them to invest in tools
that will allow them to nurture their current customer relationships. Having
Pam available to give seminars and answer questions is an important
asset to our community and we’re excited to be working with her.”

Janniece Leonard, Marketing & Communications Manager
DeKalb Chamber of Commerce


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


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


The Power of Email Marketing

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