campaigns that drive action: email marketing for success!
DESCRIPTION
At the heart of small business marketing are the campaigns that drive action – collections of marketing activities that help a small business or organization to achieve its goals and objectives. Newsletters and Announcements have become a core component of those campaign choices. Email is more important than ever – to the communication efforts of businesses and nonprofits everywhere; and to the customer, donor, client or supporter of those organizations. This session will reveal some simple but effective best practices and considerations for the small business or nonprofit seeking to make their email newsletters more effective. Attendees of this presentation will learn: The different types of newsletters What to write about in your newsletter or announcement and how to consider using images Subject line best practices, and when to send your newsletter The importance of understanding how connected email and social media are…they have to be done together What types of additional tools might be useful Learn some great new strategies to help your email and social media efforts be more effective components of one of the core campaign types, newsletters and announcements.TRANSCRIPT
HalfmoonYogaHalfmoonYoga
B•B•Q
Campaigns That Drive Action: Email Marketing for Success!
Featuring email and social engagement.
© 2014
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Chief Creative Officer
YOUR SOCIAL MEDIA MENTORVanessa Cabrera
facebook.com/yoursocialmediamentor
@vanessacabrera
linkedin.com/in/vanessacabrera
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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
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AgendaWhat are campaigns, newsletters?
Email + Social: you have to use both!
Next Steps
Campaigns & Newsletters | Email | Email + Social | Next Steps
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marketing
Campaigns & Newsletters
At its core, marketing is abouteliciting a physical and measureable
response
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pull response
Campaigns & Newsletters
What is acampaign?
push content
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Campaigns & Newsletters
What is anewsletter?
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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?
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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
What do I write about?
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How much is enough?
Focus.
Less is more.
?51%
November 2013
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A picture is worth...
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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.
Remember: your content is viewed on mobile devices…
A picture is worth...
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Use images carefully!
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Repurpose & Reuse
Who is it “from?”
What’s the “subject?”
When do you send your communication?
Now, later or neverThree little words that rule your world
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Who is it from?Winning the battle of priorities
How will you be most recognizable?
Subject lineWinning the battle of priorities
2SECONDS2WORDS 2TODAY
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Winning the battle of priorities
4 NEW craft beers just arrived. Oktoberfest is here!
Joe’s Pet Store Newsletter
ALERT: Help your dog beat the heat!
Children’s Classes Limited spaces available for children’s classes.
October Newsletter
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Monthly is most common
Ask yourself: “When are my readers likely to take the action I want?”
When to send
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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
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2
3
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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
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2
3
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When to send or postDo not be romanced by a high open rate –measure actions!
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67% don’t see images by default
Text links get more clicks than buttons
Place your logo left or center in email
Practical advice
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Key action must be above scroll line
Do not give too many choices
Make all images clickable (and with text labels)
Practical advice
(and on your mobile device)Test it on yourself!
Campaigns & Newsletters | Email | Email + Social | Next Steps
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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
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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
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Email + Social
Email & SocialYou have to use both
Drive traffic back to your list, email, etc...
Amplify your email
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Email + Social
Email + Social
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Email + Social
Email + Social
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Email + Social
Email + Social
Campaigns & Newsletters | Email | Email + Social | Next Steps
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Next Steps
Tools to expand your reachSimple Share tool
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Next Steps
Tools to expand your reachSocial media buttons
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At register
With the check at end of the meal
On registration forms
Next Steps
Tools to expand your reachOffline
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Web sign-up tool(app for website, Facebook, etc)
Next Steps
Tools to expand your listOnline
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Next Steps
Tools to expand your list
Text to Join™ from Constant Contact
TXT
Scan to Join™from Constant Contact
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Next Steps
Tools to expand your list
Apps
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