5 powerful email marketing strategies & rev up your relationships, referrals & revenue
DESCRIPTION
Email Marketing presentation Kansas Pharmacy Association Continuing Education Session, Sept 29. Topics include: Why Small Businesses and Non-Profits Use Email, What is SPAM, 5 Tips to Improve Your Email Marketing Results, What is the 2 x 2 x 2 Principle, How to Get Your Emails Opened, How an Email Service Provider Can Make Your Life Easier, How You Can Listen, Learn & EARN from Email Reports, Next StepsTRANSCRIPT
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5 Powerful Email Marketing Strategies
&
Rev Up Your Relationships,
Referrals & REVENUE
The POWER of Email Marketing
Connect, Inform & Grow
© 2012 Constant Contact, Inc. 2
Will GladhartCEO, Will Gladhart Consulting, LLC & CC Business Solutions Provider
www.willgladhart.com
www.linkedin.com/in/WillGladhart
facebook.com/WillGladhartConsulting
@WillGladhart
www.constantcontact.com/KansasCity
Upcoming Seminars
Today’s Agenda
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Why Small Businesses and Non-Profits Use Email
What is SPAM
5 Tips to Improve Your Email Marketing Results
What is the 2 x 2 x 2 Principle
How to Get Your Emails Opened
How an Email Service Provider Can Make Your Life Easier
How You Can Listen, Learn & EARN from Email Reports
Next Steps© 2012 Constant Contact, Inc.
© 2012 Constant Contact, Inc.
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Why Email Marketing?
Marketing Today = Building Relationships
Social & Email Marketing is Word of Mouth on Steroids!
$
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 do not trust you
Acquiring Customers
© 2012 Constant Contact, Inc.6
1 2 3 4 5 6 7
Keep Customers Coming Back
The value of a customer
■ You have already paid for them
■ It is 6-7 times more expensive to gain a customer than to retain a customer 1
■ They spend more
■ Repeat customers spend 67% more 2
■ They are your referral engine
■ After 10 purchases, a customer has already referred up to 7 people 2
Sources1. Flowtown, 20102. Bain & Company
© 2012 Constant Contact, Inc.
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
■ 50+ years old is the fastest growing Facebook & online demographic, grew 200% in 2011
■ 147+ million people in U.S. use email, most use or check it every day
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Pew Internet 2012 American Life Project 2010
© 2012 Constant Contact, Inc.
Why Email?
It is 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
■No long turn around times, paper cost, postage cost, delayed delivery times
■Traceability
9
Forrester Research, Inc.
Direct Marketing Association
Email Reports 2012
© 2012 Constant Contact, Inc.
Email is
Email is…Permission Based Marketing
SPAM
What is…
SPAM is in the “Eyes of the Receiver”
• If They Do Not Know You or Remember You
• If They Do Not Want to Receive Your Emails
• If You Break Your Promise or Over-Communicate
SPAM
Don’t Show Up Uninvited
Have an Email Goal &
Have a Marketing Plan
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© 2012 Constant Contact, Inc.13
Have a GOAL “I want to…”
■ Promote
■ Motivate purchases
■ Increase event attendance
■ Inform
■ Inform potential customers
■ Differentiate my business
■ Help customers make the
right buying decision
■ Relate
■ Increase loyalty
■ Encourage more referrals
■ Thank Customers
Create a Marketing Calendar■ Buy 12 Month Calendar or Google Calendar■ Highlighter - 2 colors
■ Highlight Holidays■ Highlight Your Slow or Challenging Times
Add to the calendar marketing activities you always do eg. 4th of July Sale, Christmas Open House, Back to School Specials, Mother Day Specials, Sizzling Sales Tips,
New Year News or Events
Use Post-It NotesWrite your marketing ideas on the post-it notes.
If you need to move a marketing activity you can.
Create a Marketing Calendar
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Frequency & Delivery Time
© 2012 Constant Contact, Inc.
How often to send
■ Create a master schedule■ Make people look forward to your emails■ Be consistent with sending and branding■ Send too often, customers will opt out or mark you as SPAM■ Set Expectations – do not break Expectations
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 4 equal parts■ Send at different times and compare results
Maximum impact with minimum intrusion
Email Marketing Is…
■ Delivering professional Email communications
■ To an interested audience
■ Containing information they find valuable
■ Educate
■ Empower
■ Engage16
© 2012 Constant Contact, Inc.
•Host large bodies of content– On your website– In a PDF document– In a longer archived Email version
•Email only essential information– Use bullets or summaries– Link directly to the information
– Give instructions if necessary
Do not tell tell the customer everything, drive them to your website or SM
to learn more!
Sign Up for Monthly Pet Tips
Less Info is Best
Calls to Action include
■ Click to Print Your Free Guide
■ Call for a FREE Consultation
■ Print this Coupon & Save Now
■ Reserve Your Spot Today
■ Type in this Code to Receive…
■ Come to the Store & Save on…
■ Bring a Friend…
■ Share your story with us
■ Join us online for more tips
Describe the immediate benefits…What is in it for your audience?
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© 2012 Constant Contact, Inc.
Have 3 Calls of Action
2 x 2 x 2 Principle
Get Your Emails Opened…
2
© 2012 Constant Contact, Inc.
• 2 Seconds to Decide to Open or Delete an Email
• Look at 2 Things - the FROM and SUBJECT Line
• Look at the First 2 Words of the Subject Line
2 x 2 x 2 Principle
© 2012 Constant Contact, Inc.
Matt Long
Joe Hahn
Nancy Feldman
The “From” line Do I know you?
Use a name your audience recognizes
Include your organization name or brand in your email address and on the FROM Line
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
© 2012 Constant Contact, Inc.
Personal and Professional
2 x 2 x 2 FROM Line
Matt Long
Joe Hahn
Nancy Feldman
The “Subject” line Do I care?
■ Keep it short and simple
■ 30-40 characters including spaces (5-8 words)
■ Incorporate the immediate benefit of opening the email
■ Capitalize and punctuate carefully
■ Avoid copying the techniquesinherent in spam emails
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30% of consumers say the “subject" line most often determines whether they open an email or delete it.
DoubleClick
Emails with shorter subject lines significantly outperformed emails with longer subject lines.
MailerMailer
© 2012 Constant Contact, Inc.
Subject Line Matters
Avoid words: Free, Guarantee, Spam, Credit Card, etc.
ALL CAPITAL LETTERS
Excessive punctuation !!!, ???, ##, **
Excessive use of “Click Here”
$$ and other non-common symbols
No “From” address
Misleading subject lines
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SPAM
Eg. Typical spam “From” & “Subject” lines
© 2012 Constant Contact, Inc.
Avoid SPAM-Speak
Subject Lines - Poor & Better
Poor: Insurance Update
■Better: Number 1 Cause of Home Fires
Poor: We Need Donations & Help
■Better: Feed 500 families in October, Donate Now
Poor: Weekly Arrival
■Better: Customer Top Pick, Caviar in a Tube, Limited Supply
© 2012 Constant Contact, Inc.
Outlook, Gmail, Yahoo vs. Email Service Providers
Automate: Make Your Life Easier
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© 2012 Constant Contact, Inc.
Regular Email vs. Email Service Provider
Standard Email programs(eg. Outlook, Gmail)
■ Limited # of emails sent at one time
■ No formatting control
■ List break up more susceptible to filters
■ Link Breaking
■ No cohesive branding
■ No tracking or reporting of email results
26© 2012 Constant Contact, Inc.
Email marketing services automate
best practices
■ Provide easy-to-use templates
■ Look Professional
■ Reinforce brand identity
■ Manage lists■ Adding new subscribers, handling bounces, removing unsubscribers
■ Increase email deliverability
■ Provide Reporting to track results■ Opens, SPAM, Unsubscribes, Click Thru’s
■ Helps you manage changing SPAM laws 27© 2012 Constant Contact, Inc.
Regular Email vs. Email Service Provider
Email Service Provider
Branding with Logo
Personal Greeting
Social Media Links to help you grow your social channels
Links to shorten the newsletter, learn what folks are interested in, and drive them to your website
Forward to friend to grow your email list/ leads/ referrals
Schedule & Forget about it
Create & Schedule Your Email to Be Delivered
Email Solution Providers Help Schedule Your Email & Save Time
Grow Your List…Get Permission
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Do Not Share to All
Get Personal
Email Solution Providers Help You Personalize
© 2012 Constant Contact, Inc.
Help Get Your Emails Opened!
Use a Permission Reminder
33© 2012 Constant Contact, Inc.
Measure & Evaluate Your Results
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© 2012 Constant Contact, Inc.
Collect Where You Connect
Customer & Prospect Database
1
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Incoming or Outgoing Calls
Eventsand Meetings Place of Business
Guest Book or POS
Custom
ers
5
Online Presence
57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business.Source: Transact Media Group
© 2012 Constant Contact, Inc.
© 2012 Constant Contact, Inc.
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Tracking CodeESP Interaction
+
Reporting
© 2012 Constant Contact, Inc.
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Reporting
© 2012 Constant Contact, Inc.
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Email Marketing