campaigns that drive action: newsletters and annoucements - ghost partner

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B•B•Q

Campaigns That Drive Action: Newsletters & Announcements

Featuring email and social engagement.

© 2014

/GhostPartner @GhostPartner+GhostPartner

Howard Flint | CEO Howard@GhostPartner.com

/GhostPartner @GhostPartner+GhostPartner

Content Marketing:

Email marketing

Company newsletters

Anything that has writing

Social Media strategy & marketing

SEO

WordPress Websites

Blog content

Engage your

clients

GetTheseSlides

make sure we have your email address

GhostPartner.com

Great

Big

Hugestick around until the end for a special offer

Email

Web

Social

Content Marketing

7

Grow with Constant ContactGet results fast, with affordable, easy-to-use

engagement marketing tools and free coaching.

Events& Registrations

Offers& Promotions

Newsletters& Announcements

Feedback& Surveys

8

AgendaWhat are campaigns, newsletters?

Email

Email + Social: you have to use both!

Next Steps

Campaigns & Newsletters | Email | Email + Social | Next Steps

10

marketing

Campaigns & Newsletters

At its core, marketing is abouteliciting a physical and measureable

response

11

pull response

Campaigns & Newsletters

What is acampaign?

push content

12

Campaigns & Newsletters

What is anewsletter?

13

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

Campaigns & Newsletters | Email | Email + Social | What’s Next?

15

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?

16

Email

How much is enough?

Focus.

Less is more.

?51%

November 2013

17

Email

A picture is worth...

18

Email

A picture is worth...

Pictures get 47% more click-through activity than content without images, but…

…don’t over-rely on images!

Be sure to use text labels in case images aren’t displayed by the recipient’s mail program.

Don’t use images of your content.

Remember: your content is viewed on mobile devices…

A picture is worth...

19

Email

Use images carefully!

20

Email

Got pics?Some channels thrive on visuals

21

Email

Repurpose & Reuse

Who is it “from?”

What’s the “subject?”

When do you send your communication?

Email

Now, later or neverThree little words that rule your world

24

Email

Who is it from?Winning the battle of priorities

CAN-SPAM Actgo to www.business.ftc.gov and search “CAN-SPAM”

How will you be most recognizable?

26

Email

Look greatBrand consistency

Email

Subject lineWinning the battle of priorities

2SECONDS 2WORDS 2TODAY

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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

29

Monthly is most common

Ask yourself: “When are my readers likely to take the action I want?”

Email

When to send

30

Email

Find your best day

Send your e-mail, watch for best response

Select 3 days in the week to test

Divide your list into3 groups of people

1

2

3

31

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

32

Email

When to send or postDo not be romanced by a high open rate –measure actions!

33

67% don’t see images by default

Text links get more clicks than buttons

Place your logo left or center in email

Include company name in text

Email

Practical advice

34

Key action must be above scroll line

Do not give too many choices

Make all images clickable (and with text labels)

Email

Practical advice

(and on your mobile device)Test it on yourself!

Campaigns & Newsletters | Email | Email + Social | Next Steps

36

Email + Social

Then vs. nowSocial media marketing for small businesses

source: Constant Contact Small Businesses Then & Now study

% of small businesses using social media marketing

10%

2008

37

Email + Social

Then vs. nowSocial media marketing for small businesses

source: Constant Contact Small Businesses Then & Now study

% of small businesses using social media marketing

87%

2013

Email + Social

It influences decisions

74%Rely on social networks to guide purchase decisionssource: Fedelta

55%Share purchases on social networkssource: Fedelta

68%Learn more about a charity if they see a friend posting about it source: MDG Advertising

39

Email + Social

Email & SocialYou have to use both

Drive traffic back to your list, email, etc...

Amplify your email

40

Email + Social

Email + Social

41

Email + Social

Email + Social

42

Email + Social

Email + Social

Campaigns & Newsletters | Email | Email + Social | Next Steps

44

Next Steps

Tools to expand your reachSimple Share tool

45

Next Steps

Tools to expand your reachSocial media buttons

46

At register

With the check at end of the meal

On registration forms

Next Steps

Tools to expand your reachOffline

47

Web sign-up tool(app for website, Facebook, etc)

Next Steps

Tools to expand your listOnline

48

Next Steps

Tools to expand your list

Text to Join™ from Constant Contact

TXT

Scan to Join™from Constant Contact

49

Next Steps

Tools to expand your list

Apps

Content calendar for all channelsS 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

HalfmoonYogaHalfmoonYoga

B•B•Q

Want to learn more?

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© 2014

HalfmoonYogaHalfmoonYoga

B•B•Q

© 2014

2014 Future WorkshopsAll workshops are from 9 - 11 am,

Keller Williams Realty, 540 Lake Center Parkway, Ste. 201, Cumming, GA

Thursday, June 19Email and Social Engagement Campaigns That Drive Action 

Thursday, Aug. 21A Morning of Social Media 

Friday, Sept. 19Creating Offers and Promotional Campaigns That Drive Action

Thursday, Oct. 16Event Marketing Campaigns That Drive Action

Thursday, Nov. 20Customer Insight & Research Campaigns That Drive Action

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Big

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HalfmoonYogaHalfmoonYoga

B•B•Q

© 2014

Quick Start Email> Social

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