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  • 1.3 Keys to Email MarketingConnect. Inform. Grow.Copyright 2010 Constant Contact Inc.

2. IntroductionRDD NameRegional Development DirectorRDDs: Insert Constant Contact, Inc. your photohere Email: RDDEMAIL@constantcontact.com Schedule: www.constantcontact.com/REGION facebook.com/RDDINFO @RDDINFO 2Copyright 2010 Constant Contact,Inc. 3. Email Marketing Is delivering professional email communicationsto an interested audiencecontaining information they find valuable.Copyright 2010 Constant Contact, Inc. 3 4. Using an Email Service Provider Email Service Providers 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 unsubscribes Improves email delivery, tracks results and obeys the lawCopyright 2010 Constant Contact, Inc.4 5. Acquiring Customers It Takes Time, Money, Energy & Effort On average, it takes 7 touches for a sale to occur. Some buy right away Others research and try Some show interest but dont trust youCopyright 2010 Constant Contact, Inc.5 6. Converting Leads to CustomersCommunications ImpactOne-time touchImmediate Purchaser Immediate PurchaseInterested (Buy Later)Unlikely to ReturnNot Now (Maybe Later)No InterestOngoing InteractionImmediate Purchaser Immediate &Follow-on PurchasesInterested (Buy Later)Capture InterestsNot Now (Maybe Later) & CommunicateNo Interest Unlikely to ReturnCopyright 2010 Constant Contact, Inc. 6 7. Key # 1Build Your List With PermissionCopyright 2010 Constant Contact Inc. 8. Making the Connection Build Your List Where You Connect!Service or EventsSales Calls and Meetings Email SignatureIn-store Guest Book Website Signup Customer & Prospect DatabaseCopyright 2010 Constant Contact, Inc.8 9. Types of PermissionTypes of permissionExplicit: Opt in from your website or storefront Join our mailing list Single vs. Double Opt-inImplicit: Requests for information / registrationforms, existing customer relationshipNote: Always make sureto ask for permission whencollecting informationCopyright 2010 Constant Contact, Inc.9 10. Key # 2 Set Your Objectives, Then Choose Appropriate Format & FrequencyCopyright 2010 Constant Contact Inc. 11. Set Your ObjectivesI want to Promote Motivate purchases Increase event attendance Inform Inform potential customers Differentiate my business Relate Increase loyalty Encourage more referralsCopyright 2010 Constant Contact, Inc. 11 12. Provide Value to Your Audience PromotionalRelationalEmail EmailDiscounts, SavingsSpecialcoupons, offers,privileges,incentives.acknowledgement Knowledge QualityInformativeEmailAdvice, research, facts, opinions,tipsCopyright 2010 Constant Contact, Inc.12 13. Determine Appropriate FormatNewsletters Frequency: Regular i.e. monthly / weekly Lots of educational content (typically non-promotional) Use bullets, summarize information, be concisePromotions / Invitations / Surveys Frequency: Depends on your business and sales cycle Focus on promotion / limited content Use content to invite click-through or other actionAnnouncements Frequency: Event-driven Press releases, holiday greetings, thank you cards Use content to build deeper relationshipsCopyright 2010 Constant Contact, Inc. 13 14. Frequency & Delivery Time How often to send Create a master schedule Include frequency in online sign-up Monthly Newsletter Keep content concise and relevant to planned frequency When to send When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test for timing Divide your list into equal parts Send at different times and compare results Maximum impact with minimum intrusionCopyright 2010 Constant Contact, Inc.14 15. Key # 3Get Your Emails OpenedCopyright 2010 Constant Contact Inc. 16. Getting Email Opened The From line Use a name your audience recognizes Include your organization name or brand 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: DoubleClickCopyright 2010 Constant Contact, Inc.16 17. Getting Email Opened The Subject Line Keep it short and simple 30-40 characters including spaces(5-8 words) Incorporate the immediate benefit ofopening the email Capitalize and punctuate carefully Avoid copying the techniquesinherent in spam emails. Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer (2008)Copyright 2010 Constant Contact, Inc.17 18. 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 Misleading subject lines Example: Typical spam From and Subject linesCopyright 2010 Constant Contact, Inc. 18 19. Bonus Key #4Track Your ResultsCopyright 2010 Constant Contact Inc. 20. How Tracking Works+ EmailESP Tracking Code InteractionCopyright 2010 Constant Contact, Inc. 20 21. Analyzing Open Rates & Click ThrusUse open tracking to spot trends Open rates trending down Fewer subscribers are enablingimages Fewer subscribers areclicking links Steady open rates Assume email is being receivedUse click tracking to determine Audience interests Clicks tell you whattopics were interesting Save clickers in an interestlist for targeted follow up Goal achievement Use links to drive traffic towardconversion Compare clicks toconversions and improveCopyright 2010 Constant Contact, Inc. 21 22. Take the Next StepFR EEEmail + 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 infront of your email subscribers and social networks. Watch your business grow!Sign up today! Provide your card and well follow up. orCall 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- socialquickstarter.com centerCopyright 2011 Constant Contact, Inc. 23. IntroductionRDD NameRegional Development DirectorRDDs: Insert Constant Contact, Inc. your photohere Email: RDDEMAIL@constantcontact.com Schedule: www.constantcontact.com/REGION facebook.com/RDDINFO @RDDINFO23Copyright 2010 Constant Contact,Inc.