email marketing for success: newsletters & announcements

© Constant Contact 2015

Email Marketing for Success

Grow Your Business with Newsletters & Announcements

BE A MARKETERAll it takes is Constant

Contact® #BeaMarketer

3

At its core, marketing is about getting results.

4

Agenda1.What are campaigns, newsletters?2.Email Marketing3.Email & Social: you have to use both!4.Next Steps

5

Agenda1.What are campaigns, newsletters?2.Email Marketing3.Email & Social: you have to use both!4.Next Steps

1. What are campaigns, newsletters?

6

1. What are campaigns, newsletters?

Pull response

Push content

What are campaigns?

7

1. What are campaigns, newsletters?

What is a newsletter?Information – in the form of a picture, a paragraph, and a call to action.

8

1. What are campaigns, newsletters?

Cards / Announceme

ntsInformation /

UpdatesBusiness Letters

Press Releases

Types of newslettersWhat do you want to communicate?

9

Agenda1.What are campaigns, newsletters?2.Email Marketing3.Email & Social: you have to use both!4.Next Steps

2. Email Marketing

10

OFFERINGSEducation

entertainment

2. Email Marketing

expertise

ProductsLISTS

tips

industry news

sales

Reports

employees

RESOURCESlinks

TESTIMONIALSopinions

community news STUDIESDATA

research

holiday

seasonal

menus

Donations

Fundraisers

FAQs

EventsSurveys

couponsdeals TUTORIALS

DISCOUNTSRESULTS

Updates

11

Education

entertainment

2. Email Marketing

expertise

ProductsLISTS

tips

industry news

sales

Reports

employees

RESOURCESlinks

TESTIMONIALSopinions

community news STUDIESDATA

research

holiday

seasonal

menus

Donations

Fundraisers

FAQs

EventsSurveys

couponsdeals TUTORIALS

DISCOUNTSRESULTS

Updates

OFFERINGS

UpdatesEducation

entertainment

12

20 lines of text or less

Less is more.How much is enough?2. Email Marketing

Source: http://news.constantcontact.com

3 pictures or less

Limit links to 1-2More than ½ of emails are read on

mobile

13

Source: ContentLEAD, Infographic: Anatomy of the Email Marketing Message, 2015Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015

• 82% of people pay more attention to emails with pictures• Spotlight your products,

services, employees and customers• 3 or fewer images for highest

click through• Use alt text and preheader text:

email readers may not see images by default• Don’t use images of your

content

2. Email Marketing

Make it engaging with photos

14Source: Animoto, the 2015 Video Marketing Cheat SheetSource: The Power of Visual Content, Market Domination Media

• Mention your video in the email subject line • Consumers are 50% more

likely to read emails that include video• Keep videos under 90

seconds• Use video for product demos,

testimonials, promotions

2. Email Marketing

Make it engaging with videos

15

2. Email Marketing

Give your message impact. Use visuals.

16

2. Email Marketing

Give your message impact. Use visuals.

17

2. Email Marketing

But... use visuals carefully.

18

Repurpose everything

2. Email Marketing

Make it easier on yourself

19

2. Email Marketing

Three words to rule your worldas a marketer…

[because an email that isn’t opened isn’t effective]

20

2. Email Marketing

Now, later or never

1. Who is your message from?2. What is your subject / headline?3. When do you send or post ?

21

2. Email Marketing

Who is it from?Winning the battle of priorities

How will you be most recognizable?CAN-SPAM Act and CASL

CAN-SPAM Act: www.business.ftc.gov and search “CAN-SPAM”CASL: fightspam.gc.ca

22

2. Email Marketing

Who is it from?The importance of consistency and recognition

Facebook

23

2. Email Marketing

What’s the subject?

2SECONDS2WORDS2TODAY

Winning the battle of priorities

24

2. Email Marketing

Subject lines... what would you change?March Newsletter

Tomorrow: Need 3 Hammers – Can you help?

Joes’ Pet Store NewsletterALERT! Help your dog beat the

heat!Children’s ClassesStill time! Openings available for children’s

classes

25

2. Email Marketing

Timing is everything. When should you send it?

Monthlyis most commonHow often?

When is your audience

most likely to take the action you want?

What day & time?

26

2. Email Marketing

When to sendHow to test the day and time that’s best for you

Time:1.Use the same three audience lists2.Select three times on the day with

the best open rate3.Send your email at three different

times and watch for the best open rate

Day:1.Select three different

audiences2.Select three days in the week3.Send your email and watch for

the best open rate

2. Email Marketing

More than half won’t see images by defaultText links get more clicks than buttonsPlace your logo left or center in email

Include company name in text

•Practical advice for your email...

Keep key action above scroll lineLimit your choices to 1-2 links

Make all images clickable & use text labels

29

Agenda1.What are campaigns, newsletters?2.Email Marketing3.Email & Social: you have to use both!4.Next Steps

3. Email & Social: you have to use both!

30

Within a 5-year time span...

3. Email & Social: you have to use both!

10% of small businessesdid social media marketing.

Source: www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business

31

That went up to

3. Email & Social: you have to use both!

A whopping 87% of small businessesusing social media marketing!

Source: www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business

32

3. Email & Social: you have to use both

74% of shoppers use social media to guide purchases

Source: ODM Group43% purchase a product shared or favorited by a friend

Source: Vision Critical

84% of social media users share to show their support for a cause

Source: New York Times

•It influences decisions

Amplify your email...

33

3. Email & Social: you have to use both

Drive traffic back...

Facebook

LinkedIn Twitter Pinterest

34

3. Email & Social: you have to use both

La Provence: B2C

35

3. Email & Social: you have to use both

Bisque Imports: B2B

36

3. Email & Social: you have to use both

Canine Assistants: Nonprofit

37

Agenda1.What are campaigns, newsletters?2.Email Marketing3.Email & Social: you have to use both!4.Next Steps

4. Next Steps

38

Use the Share Bar

4. Next Steps

Don’t be shy! Ask people tolike, share,

retweet & pinAdd Social Media Buttons

Expand your reach, add a “Social Share” bar.

Expand your reach, grow your list

40

4. Next Steps

Expand your reach, use a web-based sign up tool.

41

Text to Join™ Scan to Join™

Expand your reach with tools from Constant Contact.

4. Next Steps

42

Expand your reach with contact-capture apps.

4. Next Steps

43

S M T W T F S1 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 30 Newsletter• Email• Facebook• Twitter

4. Next Steps

Content calendar for all networksRegular Newsletter

Blog Post

Theme Days

Multimedia

News/promotions

Resources

44

Get started today…60-day free trial

www.constantcontact.com

Learn more...Local and online seminarswww.constantcontact.comScroll down to Seminars & Training

Find help...Constant Contact Marketing

Resourcesblogs.constantcontact.com/libra

ryCheck out blog posts, guides, videos, infographics, recorded webinars and

more!

BE A MARKETERAll it takes is Constant

Contact® #BeaMarketer

46

Questions?