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Email marketing is not dead! It's now a more refined tool for building and solidifying relationships with potential and existing customers you meet through other demand generation activities. Please contact us for more information about our internet marketing services, or to find out about our upcoming workshops & events., 408-647-2327, or visit our site at


  • 1.Leveraging Social MediaCopyright 2011 Constant Contact, Inc.

2. Contact InformationMaggie BarrLocal Expert, Constant Contact | Santa CruzMaggie.anne.barr@gmail.com More How-To Tips & Whitepapers 2011 Constant Contact, Inc.2 3. IntroductionThis presentation has three parts1 Connecting to buildcustomer relationships2 Informing people whowill buy in to yourmessageand share it with others3 Growing your businesswith engagementmarketingCopyright 2011 Constant Contact, Inc. 3 4. Section1 CONNECTEmail Marketing Basics Connecting with your customers Engaging in profitable customer communications Using email and social media as components of an engagement marketing strategyCopyright 2011 Constant Contact, Inc. 4 5. Why Engage?Q. Where will the majority of next months business come from?A. Existing customersCopyright 2011 Constant Contact, Inc. 5 6. Why Engage?Q. What is your best source for new business?A. Existing customers Engagement Marketing is using technology to make it happenCopyright 2011 Constant Contact, Inc. 6 7. 3 Steps to Building Relationships Email marketing Trusting relationships Early relationships Encourage broader relationships through SMM Friends Customers Social media marketing New relationships New prospects Followers Encourage deeper relationships through EM Friends YouProspects Followers Step 1: Step 2:Step 3:Great customerConnections that enable Content that engagesexperienceongoing dialogand spreadsCopyright 2011 Constant Contact, Inc.7 8. Marketing Today = BuildingRelationships 9. Five Types of PeopleRaving FansCustomersProspects Suspects DisinterestedCopyright 2011 Constant Contact, Inc. 9 10. Acquiring Customers Time Money Energy Effort Takes 7 touches, on average, for a sale to occur Some buy right away Others research and try Some show interest but dont trust you$123 4 5 6 7Copyright 2011 Constant Contact, Inc. 10 11. Keep Customers Coming Back The value of a customer Youve already paid for them Its 6-7 times more expensive to gaina customer than to retain a customer 1 They spend more Repeat customers spend 67 percent more 2 They are your referral engine After 10 purchases, a customer hasalready referred up to 7 people 2Sources:1. Flowtown, 20102. Bain and CompanyCopyright 2011 Constant Contact, Inc.11 12. Why Email? Because almost everyone your business needs to reach reads it: 94% of Internet users between the ages of 18 and 64 send or read email An even higher number of users ages 65 or older do the same 61% Use a social networking site 147 million people across the country use email, most use it every daySources: Pew Internet andAmerican Life Project 2010Copyright 2011 Constant Contact, Inc. 12 13. Why Email? Its cost-effective: Direct mail vs. email For the same response, direct mail costs 20 TIMES as much as email 1 Email ROI is the highest when compared to other internet marketing mediums 21 Forrester Research, Inc.2 Direct Marketing AssociationCopyright 2011 Constant Contact, Inc.13 14. Email Marketing Is Not Junk email Unsolicited and unwanted email SPAMEmail from an unknown sender Dubious opt-out (if any)Copyright 2011 Constant Contact, Inc. 14 15. Email Marketing Is Delivering professional email communications To an interested audience Containing information they find valuableCopyright 2011 Constant Contact, Inc. 15 16. Basics of Email Marketing Setting expectations How many emails sent When are emails sent What type of information Delivering on promises Matching expectations Providing relevant content Abiding by CAN SPAM Act Gaining permission Do they know me? Do they care? Utilizing professional servicesCopyright 2011 Constant Contact, Inc. 16 17. Regular Email vs. Email ServiceProvider Standard email programs (e.g. Outlook, Hotmail) Limited # of emails sent at one time No formatting control List break up more susceptible to filters No cohesive branding No tracking and reporting of email resultsCopyright 2011 Constant Contact, Inc. 17 18. Regular Email vs. Email ServiceProvider Email marketing services automate best practices Provide easy-to-use templates Reinforce brand identity Email addressed to recipient only Manage lists adding new subscribers, handling bounce- backs, removing unsubscribers Improve email delivery, track results and obey the lawCopyright 2011 Constant Contact, Inc. 18 19. Email Basics ChecklistAsk yourself before you begin email marketingDo repeat and referral customers help your business?Do you have a plan for delivering multiple communications?Is your audience interested in your message?Is it valuable to them?Can you make your emails look professional and reflectyour brand?Do you have an Email Service Provider to help manageyour strategy?Copyright 2011 Constant Contact, Inc.19 20. Section1 CONNECT Building a Quality Email List The benefits of permission- based marketing Building a valuable contact list Keeping your list currentCopyright 2011 Constant Contact, Inc. 21. Consumers Define SpamCopyright 2011 Constant Contact, Inc. 21 22. Build Your List Where YouConnect Incoming or EventsEmailPlace of BusinessOnlineOutgoing Callsand MeetingsSignatureGuest Book Presence K Smitheen 4 23 5 1 57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business.Customer & Prospect Database Source: Transact Media GroupCopyright 2011 Constant Contact, Inc.22 23. Integrate Email Marketing andSocial Media MarketingMake social mediaMake a Join My Mailingbuttons a consistentList available on all part of all media platforms.Copyright 2011 Constant Contact, Inc.23 24. Collecting Information andPermission Include your logo and brand identity Describe your email content and how often youll be sending Ask about your customers interests C o n s i d e ra s k i n g f o r to stay relevant yao u ru d i e n c e sp r e f e r r e ds o c i a l Ask for additional n e t wo r k . contact information when necessaryCopyright 2011 Constant Contact, Inc. 24 25. Sending a Welcome Email Include your logoand brand identity Personalize yourmessage Reinforce permissionand ability to changepreferencesCopyright 2011 Constant Contact, Inc. 25 26. Sending a Welcome Email Include your logo andbrand identity Ask for explicitResponse Necessary to Complete Subscriptionconfirmation Include a confirmation linkCopyright 2011 Constant Contact, Inc.26 27. Using a Permission ReminderCopyright 2011 Constant Contact, Inc. 27 28. Keeping Your List Current Include your logo and brand identity Provide a link so subscribers can update contact info Ask for feedback Include links to your social sitesCopyright 2011 Constant Contact, Inc. 28 29. List Building and PermissionChecklistAsk yourself as you build your listAre you collecting contact information at every customertouch point, including social media?Are you asking for permission as well as contact information?Are you clearly describing your email frequency and content?Are you sending a welcome email or a confirmation email,especially to those who have joined your list via social media?Are you using permission and subscription reminders tostay current?Copyright 2011 Constant Contact, Inc. 29 30. Section2 INFORMCreating Valuable Email Content Determining what is valuable to your audience Choosing an effective email format Deciding what day and time to sendCopyright 2011 Constant Contact, Inc. 31. Content Has to Meet YourObjectives I want to Promote Motivate purchases Increase event attendance Inform Inform potential customers Differentiate my business Relate Increase loyalty Encourage more referralsCopyright 2011 Constant Contact, Inc.31 32. Content Has to Have Valueto Your AudiencePromotional EmailDiscounts, coupons,offers, incentives.Relational EmailSavings Special privileges,acknowledgementKnowledge QualityInformative EmailAdvice, research,facts, opinions, tipsCopyright 2011 Constant Contact, Inc. 32 33. Coming Up With ValuableEmail and Social Content Share your expertise Use facts & testimonials Give guidance & directions Offer discounts & coupons Exclusivity & VIP status Hold contests & giveaways* Acknowledge your audience* Check applicable regulationsbefore deciding to hold acontest or giveawayCopyright 2011 Constant Contact, Inc. 33 34. Keeping Email Content Concise Host large bodies of content Come with Parker Travel AdventureGroup and meet fellow travel On your websiteenthusiasts near you. Join us for ourannual rafting trip August 23 _ 26, In a PDF documentstarting at the base of Glen Canyon.There are still six spaces available foranyone interested in joining the group. In a longer archived version Complete package start $399 with flights from NewYork and Boston. Email only essential information Use bullets or summaries Link directly to the information Give instructions if necessary Repurpose content sound bytesfor Social Media Drive social content back to Email Archive or WebsiteCopyright 2011 Constant Contact, Inc. 34 35. Determine Appropriate Format Newsletters Frequency: Regular i.e. monthly / weekly Lots of educational content (typically non-promotional) Use bullets, summarize information, be concise Promotions / Invitations / Surveys Frequency: Depends on your business and sales cycle Focus on promotion / limited content Use content to invite click-through or other action Announcements Frequency: Event-driven Press releases, holiday greetings, thank you cards Use content to build deeper relationshipsCopyright 2011 Constant Contact, Inc.35 36. Branding Emails Consistently Use different formats and similar designs Include your logo Use consistent colors Use meaningful graphics Avoid drastic changesCopyright 2011 Constant Contact, Inc. 36 37. Calling Your Audience to Action Calls to Action include Links to cli