the power of email & social media marketing
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© 2012
Email Marketing:simple strategies for success
© 20122
Vanessa CabreraChief Creative OfficerYour Social Media Mentor, Inc.www.yoursocialmediamentor.com
yoursocialmediamentor@gmail.com
Facebook.com/yoursocialmediamentor
@socialmediamntr
© 20123
• Email is marketing• Email is more than “email”• What do you write about?• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Website Match
agenda
© 20124
Grow with Constant ContactGet results fast, with affordable, easy-to-use engagement marketing
tools and free coaching.
Send personalized email newsletters and expand your audience with our list-building
tools.
Manage your events online: send invites,
create an event homepage, and
promote registration.
Turn fans into customers with coupons, downloads, and contest on Facebook
and get new likes and email sign-ups.
Reward loyal customers with shareable local deals
and capture contact info every time
you sell.
Get found by millions online and manage your business info across the web, all
from one place.
Transform your communications into conversations with online surveys and
polls.
Email Marketing EventSpot Social Campaigns SaveLocal SinglePlatform Online Survey
© 20135
Facebook LinkedIn InstagramTwitter Pinterest Youtube
© 20126
• Email is marketing• Email is more than “email”• What do you write about?• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Website Match
agenda
© 20127
at its core, marketing is abouteliciting a physical and measureable
RESPONSE
© 20128
1. Define an audience 2. run a campaign that targets those people
it’s pretty simple
3. Elicit a physical, measurable response
© 20129
when you’re really marketing…
real marketing helps remove emotion and assumption from the decision-making process
© 201210
if that doesn’t work, stop doing that. if this works, do more of this.
when you’re really marketing…
© 201212
look at this email newsletter
© 201213
look at this email newsletter
© 201314
• Lots of physical, measurable response
• Easy to brand with colors, logos, etc…
• 4x the ROI of direct mail*
• Helps to measure and monetize social media
• Authentic engagement with a one-to-many tool
Highly visible, delivered right to the inbox!
email is hard to beat for real marketing value
* Direct Marketing Association
© 201215
• Email is marketing• Email is more than “email”• What do you write about?• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Website Match
agenda
© 201216
you rely on word-of-mouth
© 201217
you rely on word-of-mouth
“Forward” and “Share” are your new best friends
© 201219
reach past your own list!
© 201220
how can you grow your list?
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
57%
© 201221
how can you grow your list?
at register with the check at
end of the meal
on registrationforms
© 201222
how can you grow your list?
• Text to join• QR Code opt-in• Sign-up on your
website• Mobile apps
© 201223
Integrate Email Marketing with Social Media Marketing Make a Join My Mailing
List available on allsocial media platforms.
Make social mediabuttons a consistentpart of all emails.
© 201224
• Email is marketing• Email is more than “email”• What do you write about?• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Website Match
agenda
© 201225
where to start?what should I write about?
when should I send my email?
how do I get it opened?
© 201326
what should I write about
• 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
© 201327
what types of emails are there
discounts +coupons
downloads
supporta cause
eventinvites
hints + tips
B2B services
© 201328
LESS IS MORE. FOCUS.• Keep it short
• Pictures are key, but keep them small
• Videos get clicked
how much is enough
© 201329
a picture is worth…
© 201330
repurpose and reuse
© 201232
• Email is marketing• Email is more than “email”• What do you write about?• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Website Match
agenda
© 201233
win the battleof priorities• who is it “from?”• what’s the “subject?”• when do you send your
communication?
© 201234
WHO IS IT FROM?winning the battle of priorities
how will you be most recognizable?
SPAM
© 201235
HOW TO AVOID SPAMMINGActions to avoid within your Subject Line
SPAM
• 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
© 201236
2SECONDS 2WORDS 2TODAY
SUBJECT OR HEADLINEwinning the battle of priorities
© 201237
SUBJECT OR HEADLINEwinning the battle of priorities
don’t do this
October Newsletter
Joe’s Pet Store Newsletter
Children’s Classes
do this instead
4 new craft beers just arrived - Oktoberfest is
here!
3 Tips: help your dogbeat the heat
Limited Spaces available for Children’s Classes
© 201238
WHEN TO SEND & POST• for social media
• 3-5 times a week is plenty• use automated tools to help
• for email• monthly is most common • when are they likely to take the action
you want?
© 201239
1. divide your list into 3 groups of people
2. select three days in the week to test
3. send your e-mail, watch for best response
FIND YOUR BEST DAY
© 201240
FIND YOUR BEST TIME4. use same 3 groups
of people5. select three times on
the day with the best results
6. send email at 3 different times of day
© 201241
WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
© 201242
• 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
• key action must be above scroll line
• do not give too many choices
• make all images clickable (and with text labels)
test it on yourself!(and on your mobile device)
PRACTICAL ADVICE
© 201244
• Email is marketing• Email is more than “email”• What do you write about?• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Website Match
agenda
© 2012
have ONE objective
• know what you want them to do• fewer choices mean more action• make it easy and obvious
45
© 2012
fewer choices mean more action
46
VS
Outsold 3-1
© 2012
make it easy and obvious
• One click away• Above the scroll line• Left or center, avoid right• Not just a graphic, include text link
as well• Not in a list of other options• Make sure you measure response
47
© 2012
never send the whole article
How do you know if they cared?• Post or email a short tease• A few sentences• Link to full piece on your website
or blog• Or link to PDF in Constant
Contact account• Save list of readers in a separate
category for later
48
Click to read more…
SAVE AS LIST
© 2012
want more referrals?
Just like real life, you have to ask…• Add Forward to a Friend• Turn on Social Share bar• Include Join My Mailing List• Offer something special• Use Simple Share• Make sure to archive your emails
49
© 2012
save some time
• Simple Share
• Automatic Welcome Emails
• Autoresponders
© 2012
be yourself!• Use conversational copy
• Include photos of people: you, your staff, etc.
• Once in a while, pull back the curtain
– “I’m running in a 5K”– “Here’s my dog at the
park”– Share your humor
51
© 201252
• Email is marketing• Email is more than “email”• What do you write about?• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Website Match
Agenda
© 2012
Website Match!
© 2012
yoursocialmediamentor@gmail.com
facebook.com/yoursocialmediamentor
@socialmediamntr
need help? call a mentor: Your Social Media Mentor
847.331.0659
Vanessa CabreraChief Creative OfficerYour Social Media Mentor, Inc.www.yoursocialmediamentor.com
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