Email Marketing

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Email Marketing

  1. 1. Halfmoon YogaHalfmoon Yoga B•B•Q Campaigns That Drive Action: Newsletters & Announcements Featuring email and social engagement. © 2014
  2. 2. SMM Consultant & Trainer, Stellar Media Marketing 2 Kelly Mirabella Kelly@stellar247.com facebook.com/Stellar247 @stellar247
  3. 3. 3 Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Events & Registrations Offers & Promotions Newsletters & Announcements Feedback & Surveys
  4. 4. 4 Agenda !  What are campaigns, newsletters? !  Email !  Email + Social: you have to use both! !  Next Steps
  5. 5. Campaigns & Newsletters | Email | Email + Social | Next Steps
  6. 6. 6 !  marketing Campaigns & Newsletters At its core, marketing is about eliciting a physical and measureable response
  7. 7. pull response 7 Campaigns & Newsletters What is a campaign? push content
  8. 8. 8 Campaigns & Newsletters What is a newsletter?
  9. 9. 9 Campaigns & Newsletters Different types of newsletters Newsletters Keep your audience in- the-know Card or announcement WOW! Custom code email 101001 Business letter Press release
  10. 10. Campaigns & Newsletters | Email | Email + Social | What’s Next?
  11. 11. 11 !  What you know that they don’t !  What you have access to that they don’t !  “Original” isn’t required… just be interesting and relevant Email What do I write about?
  12. 12. 12 Email How much is enough? Focus. Less is more. ? 51% November 2013
  13. 13. 13 Email A picture is worth...
  14. 14. 14 Email Use images carefully!
  15. 15. 15 Email Repurpose & Reuse
  16. 16. Campaign exercise… 1 Select 1 or 2 campaign types you might want to try 2 What might you write about? 3 Which channels make sense for you and your campaign and your message?
  17. 17. ! Who is it “from?” ! What’s the “subject?” ! When do you send your communication? Email Now, later or never Three little words that rule your world
  18. 18. 18 Email Who is it from? Winning the battle of priorities CAN-SPAM Act go to www.business.ftc.gov and search “CAN-SPAM” How will you be most recognizable?
  19. 19. 19 Email Who is it from? Winning the battle of priorities CASL go to fightspam.gc.ca to learn more How will you be most recognizable?
  20. 20. 20 Email Look great Brand consistency
  21. 21. Email Subject line Winning the battle of priorities 2SECONDS 2WORDS 2TODAY
  22. 22. 22 Email Winning the battle of priorities Tomorrow: Need 3 Hammers – Can You Help? Joe’s Pet Store Newsletter ALERT: Help your dog beat the heat! Children’s Classes Still time! Openings available for children’s classes. March Newsletter
  23. 23. 23 !  Monthly is most common !  Ask yourself: “When are my readers likely to take the action I want?” Email When to send
  24. 24. 24 Email Find your best day Send your e-mail, watch for best response Select 3 days in the week to test Divide your list into 3 groups of people 1 2 3
  25. 25. 25 Email Find your best time Select 3 times on the day with the best results Use same 3 groups of people Send email at 3 different times of day, note time with best results 1 2 3
  26. 26. 26 Email When to send or post Do not be romanced by a high open rate – measure actions!
  27. 27. Campaigns & Newsletters | Email | Email + Social | Next Steps
  28. 28. 28 Email + Social Then vs. now Social media marketing for small businesses source: Constant Contact Small Businesses Then & Now study % of small businesses using social media marketing 10% 2008
  29. 29. 29 Email + Social Then vs. now Social media marketing for small businesses source: Constant Contact Small Businesses Then & Now study % of small businesses using social media marketing 87% 2013
  30. 30. Email + Social It influences decisions 74% Rely on social networks to guide purchase decisions source: Fedelta 55% Share purchases on social networks source: Fedelta 68% Learn more about a charity if they see a friend posting about it source: MDG Advertising
  31. 31. 31 Email + Social Email & Social You have to use both Drive traffic back to your list, email, etc... Amplify your email
  32. 32. 32 Email + Social Email + Social
  33. 33. 33 Email + Social Email + Social
  34. 34. 34 Email + Social Email + Social
  35. 35. Campaigns & Newsletters | Email | Email + Social | Next Steps
  36. 36. 36 Next Steps Tools to expand your reach Simple Share tool
  37. 37. 37 Next Steps Tools to expand your reach Social media buttons
  38. 38. 38 !  At register !  With the check at end of the meal !  On registration forms Next Steps Tools to expand your reach Offline
  39. 39. 39 ! Web sign-up tool (app for website, Facebook, etc) Next Steps Tools to expand your list Online
  40. 40. 40 Next Steps Tools to expand your list Text to Join™ from Constant Contact TXT Scan to Join™ from Constant Contact
  41. 41. 41 Next Steps Tools to expand your list Apps
  42. 42. Content calendar for all channels S M T W T F S 1 2 Tips for Spring •  Newsletter •  Facebook •  Twitter •  LinkedIn 3 4 5 6 7 Motivation Monday •  Facebook •  Pinterest 8 9 10 11 New Product •  Newsletter •  Facebook •  Twitter 12 13 14 Motivation Monday •  Facebook •  Pinterest 15 16 Staff Pics •  Facebook •  Instagram •  Newsletter 17 18 19 20 21 Motivation Monday •  Facebook •  Pinterest 22 23 24 Event Photos •  Facebook •  Twitter 25 26 27 28 Motivation Monday •  Facebook •  Pinterest 29 Sale •  Newsletter •  Facebook •  Twitter 30 Newsletter •  Email •  Facebook •  Twitter regular newsletter blog post theme days multimedia news/promotions
  43. 43. Halfmoon YogaHalfmoon Yoga B•B•Q Get started today… www.constantcontact.com 60-day free trial Want to learn more? www.constantcontact.com Select Resources » Local Learning » Seminars Local learning near you… Want help in your area? marketplace.constantcontact.com Select “Services” and use search box to find a partner near you Expert partners near you… © 2014

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