what to say, and how to say it - constant...

© Constant Contact 2015

What to Say, and How to Say ItUsing words and images to craft your email messages

BE A MARKETERAll it takes is Constant Contact®

#BeaMarketer

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At its core, marketing is about getting results.

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Clicks / downloads

Visits to the store / office

Reservations / appointments

Calls

What kind of results?

Revenue / donations

Content is currency.Be the source your readers know, like and trust.

Answer your customers’ questions.

•Why is your email content so important?

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Picture

Paragraph

Call to action

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The 3 things every email needs

Write for your audience, not for you.

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Write for your audience, not for you.

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38% Unsubscribe if it’s boring

Source: MarketingSherpa

32% Send it to spam if it’s irrelevant

Agenda

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1. Create

2.Curate

3. Extend

4.Next steps

Agenda

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1. Create

2.Curate

3. Extend

4.Next steps

1. Create

OFFERINGS

Education

entertainment

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1. Create

expertise

ProductsLISTS

tips

industry news

sales

Reports

employees

RESOURCES

links

TESTIMONIALSopinions

community news STUDIESDATA

research

holiday

seasonal

menus

Donations

Fundraisers

FAQs

Events

Surveys

couponsdeals

TUTORIALSDISCOUNTS

RESULTS

Updates

Education

entertainment

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1. Create

expertise

ProductsLISTS

tips

industry news

sales

Reports

employees

RESOURCES

links

TESTIMONIALSopinions

community news STUDIESDATA

research

holiday

seasonal

menus

Donations

Fundraisers

FAQs

Events

Surveys

couponsdeals

TUTORIALSDISCOUNTS

RESULTS

Updates

OFFERINGS

UpdatesEducation

entertainment

20 lines of text or less

How much is enough?Less is more.

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1. Create

Source: http://news.constantcontact.com

3 pictures or less

Limit links to 1-2

More than ½ of emails are read on mobile

• Use outlines

• Keep a list of topics

• Show your expertise

• Make it look like you

Structure makes it easier

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1. Create

Pro TipsVisit: blogs.constantcontact.comfor more content ideas and great design tips

1. 5 Ways to Protect Your Pipes from Freezing this Winter

2. Answers to Your Top 3 Mileage Deduction Questions

3. Red or White? 5 Simple Wine-Pairing Tips

4. 10 Ways to Sell More Tickets for Your Next Event

1. How do I ensure my pipes won’t burst this winter?

2. Do I get to deduct mileage I drive from work to home each day?

3. What’s a simple way to pick the right wine?

4. How do I get more people to show up at my events?

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EmailQuestions

1. Create

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1. Create

The difference between email... and email marketing.

1. Create

Images are content too!90% of information processed by the brain is visual content

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Mmm...

Source: www.adweek.com

Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015 18

• Communicate through pictures – and make them clickable

• Keep key action above the scroll line

• Use design wisely (and limit choices!)

Communicate through Images

1. Create

ExpertiseEnvironmentBusiness

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Theme

1. Create

Focus on your….

You don’t have to be selling a product to include great visual content!

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1. Create

Stock photo sitesWorking with photos

• Choose the right size

• Avoid copyright issues

• Use your own photosor stock images

BigStock

http://www.bigstockphoto.com

StockVault.net http://www.stockvault.net

FreeImages.com http://www.freeimages.com

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

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• 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

1. Create

Make it engaging with videos

Agenda

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1. Create

2.Curate

3. Extend

4.Next steps

2. Curate

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2. Curate

Content curation is sharing content from other sources.

2. Curate

Where do you find it?• Check the news

• Read blogs

• Follow social media

• Google Alerts

• Subscribe to email lists

• Don’t forget to give credit to the original author or source!

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2. Curate

Share content created by others...• Employees

• Members/volunteers

• Partners/supporters

• Customer/clients

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Agenda

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1. Create

2.Curate

3. Extend

4.Next steps

3. Extend

3. Extend

Share it.

Email Social Media Sharing tools

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1. Send your invitations in advance

2. Hang flyers in your store

3. Post the event on Facebook

4. Offer VIPs special pricing

1. When to send your event invitations!

2. Tips for designing effective event flyers!

3. Promote your event on Facebook!

4. 5 things that VIPs want!

Email4 Tips On Selling More Tickets

For Your Next Event

...to Posts4 Tips On Selling More Tickets

For Your Next Event

3. Extend

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3. Extend

Repurpose and reuse.

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3. Extend

Email + Social Media = Increases customer reach

Reach your customers where they are.

Source: Visualistan, Latest Social Media Statistics Infographic

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Use the Share Bar

3. Extend

Increase click-through rates by 158%

Don’t be shy! Ask people to

like, share, retweet & pin

Add Social Media Buttons

3. Extend

Expand your reach with the Social Share tool.

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Agenda

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1. Create

2.Curate

3. Extend

4.Next steps

4. Next steps

Remember... write for your audience, not for you.

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4. Next steps

Use links and keep it relevant, short & focused.

Use analytics in the Constant Contact tools, to measure what works best. See who opened your email, when and what they clicked.

Pro Tips

3 Easy steps for creating content

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1 Find a

picture

2 Write a

paragraph

3Create a call

to action

Begin with your last customer

question

Resources

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Get started today…60-day free trial

www.constantcontact.com

Learn more...Local and online seminars

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Find help...Constant Contact Marketing Resources

blogs.constantcontact.com/libraryCheck out blog posts, guides, videos, infographics,

recorded webinars and more!