Email Marketing in a            Social Media World            Best Practices for Your Success            Corissa St. Laure...
Email & Social Media Marketing Best Practices                                          Connect | Inform | Grow            ...
Email & Social Media Go Hand-In-Hand                     Email Marketing         Social Media Marketing        Permission...
Engage the Right Audience      Raving                                          Prospects              Disinterested       ...
Email + Social = Lasting Relationships                                          Build a loyal following!Copyright © 2011 C...
In A Pickle: Building Community & Sales     In A Pickle is a favorite local     restaurant in Waltham, MA     They send a ...
STEP 1: Invite People to Connect            Incoming or                         Events               Email            Plac...
Kick-start Social Media Following          Announce your social media          presence in your newsletter          with a...
Broadcast Social Media Presence Everywhere   ■ Add social media icons     to:            • Website            • Print coll...
STEP 2: Create Content That’s Read & Shared                                                  10Copyright © 2011 Constant C...
Vary Your Content & Keep it Fresh              ■ Information, tips, and practical advice              ■ Questions asked by...
Keep Content Concise & ConversationalCopyright © 2011 Constant Contact, Inc.           12.
Reuse ContentCopyright © 2011 Constant Contact, Inc.
The Currier Museum of Art: Engaging Patrons       The Currier Museum of Art is an       internationally renowned art      ...
STEP 3: Review Your Campaigns & Take Action                                                +                         Email...
Capitalize on Click-Throughs        Use click tracking to determine:           ■ Audience interests                     ■ ...
Measure Effectiveness with Social StatsCopyright © 2011 Constant Contact, Inc.
The Swinery: Increasing Their ReachThe Swinery is aspecialty butcher shopin Seattle, WAThey sent an emailnewsletter to 3,7...
Email + Social = Better Results         Faster List Growth         14.4% for Email + Social vs. 8.9% for those just using ...
Take the Next Step                                                    Email + Social =                                    ...
Thank You!                                          Corissa St. Laurent                                          Regional ...
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Email Marketing in a Social Media World: Best Practices for Your Success

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This is the presentation by Corissa St. Laurent on integrating social media and email marketing. It was delivered at Social Media FTW 2011, a large social media marketing conference held in Maine.

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Email Marketing in a Social Media World: Best Practices for Your Success

  1. 1. Email Marketing in a Social Media World Best Practices for Your Success Corissa St. Laurent Regional Development Director Constant ContactCopyright © 2011 Constant Contact, Inc.
  2. 2. Email & Social Media Marketing Best Practices Connect | Inform | Grow ■ Connecting with people who care about you ■ Informing with messages of value and interest ■ Growing with targeted outreach and actionCopyright © 2011 Constant Contact, Inc. 2
  3. 3. Email & Social Media Go Hand-In-Hand Email Marketing Social Media Marketing  Permission Based  Two-way Conversation  Personal, Relevant, Anticipated  Humanize Your Brand  Top of Mind Awareness  Facilitates Word of Mouth Together, they help build deep relationships with your customers and reach new audiencesCopyright © 2011 Constant Contact, Inc.
  4. 4. Engage the Right Audience Raving Prospects Disinterested Fans Customers SuspectsCopyright © 2011 Constant Contact, Inc.
  5. 5. Email + Social = Lasting Relationships Build a loyal following!Copyright © 2011 Constant Contact, Inc. 5
  6. 6. In A Pickle: Building Community & Sales In A Pickle is a favorite local restaurant in Waltham, MA They send a weekly newsletter to update customers on special deals, new menu items, and events They use social media to experiment, push on-the-fly specials, get feedback from customers & build community They use email as the hub that brings everything togetherCopyright © 2011 Constant Contact, Inc.
  7. 7. STEP 1: Invite People to Connect Incoming or Events Email Place of Business Online Outgoing Calls and Meetings Signature Guest Book 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 GroupCopyright © 2011 Constant Contact, Inc .
  8. 8. Kick-start Social Media Following Announce your social media presence in your newsletter with a clear call-to-action Include social media sign up icons in every email so subscribers can join you on your social sites Include standard links in every email so subscribers can share your contentCopyright © 2011 Constant Contact, Inc.
  9. 9. Broadcast Social Media Presence Everywhere ■ Add social media icons to: • Website • Print collateral • Outgoing email signature • Billboards/signage ■ Announce social media presence in: • Radio • TV • Live events • Voicemail messageCopyright © 2011 Constant Contact, Inc.
  10. 10. STEP 2: Create Content That’s Read & Shared 10Copyright © 2011 Constant Contact, Inc.
  11. 11. Vary Your Content & Keep it Fresh ■ Information, tips, and practical advice ■ Questions asked by your customers ■ Special offers and exclusive deals ■ Links to: • Archived email marketing newsletters • Polls and surveys • Event homepages and registration pages • Blogs • Websites • Product or service reviews • Discussion topics • Videos, photos, podcastsCopyright © 2011 Constant Contact, Inc.
  12. 12. Keep Content Concise & ConversationalCopyright © 2011 Constant Contact, Inc. 12.
  13. 13. Reuse ContentCopyright © 2011 Constant Contact, Inc.
  14. 14. The Currier Museum of Art: Engaging Patrons The Currier Museum of Art is an internationally renowned art museum located in Manchester, NH They use email and social media to keep in touch with members and relay information in a professional, timely manner In their email newsletter they encourage people to tweet from special events, to share discoveries and information, engaging followers and motivating others to visitCopyright © 2011 Constant Contact, Inc.
  15. 15. STEP 3: Review Your Campaigns & Take Action + Email ESP Tracking Code InteractionCopyright © 2011 Constant Contact, Inc. 15
  16. 16. Capitalize on Click-Throughs Use click tracking to determine: ■ Audience interests ■ Determine topics of interest ■ 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 Take Action!Copyright © 2011 Constant Contact, Inc. 16
  17. 17. Measure Effectiveness with Social StatsCopyright © 2011 Constant Contact, Inc.
  18. 18. The Swinery: Increasing Their ReachThe Swinery is aspecialty butcher shopin Seattle, WAThey sent an emailnewsletter to 3,765subscribersReceived 816 opens(22%)Also, it was viewed anadditional 485 times &”liked” by 181 readersRepresents a 60%increase in reach
  19. 19. Email + Social = Better Results Faster List Growth 14.4% for Email + Social vs. 8.9% for those just using Email Larger Average List Size 53.0% larger for those using Email + Social Higher Click-through Rates 5.7% greater for those using Email + Social Source: Constant Contact Study; July 2011 to August 2011Copyright © 2011 Constant Contact, Inc.
  20. 20. 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.comCopyright © 2011 Constant Contact, Inc.
  21. 21. Thank You! Corissa St. Laurent Regional Development Director Constant Contact – New England Email: cstlaurent@constantcontact.com Schedule: www.constantcontact.com/newengland facebook.com/constantcontact.corissa @corissactct NEED HELP? Contact Support at: 866-289-2101 or on Twitter @ctcthelpCopyright © 2011 Constant Contact, Inc.

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