cc power of email mktg
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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. [email protected], 408-647-2327, or visit our site at www.KatandMouse.com.TRANSCRIPT
Copyright © 2011 Constant Contact, Inc.
Leveraging Social Media
Contact Information
Copyright © 2011 Constant Contact, Inc. 2
Maggie Barr Local Expert, Constant Contact | Santa Cruz
http://www.facebook.com/maggie.anne.barr
http://www.linkedin.com/in/maggieabarr
For More How-To Tips & Whitepapers Visit: www.constantcontact.com/learning-center
Introduction
This presentation has three parts…
Copyright © 2011 Constant Contact, Inc. 3
1 2
Connecting to build customer relationships Informing people who will buy in to your message and share it with others 3 Growing your business with engagement marketing
1 CONNECT Section
Email Marketing Basics
Copyright © 2011 Constant Contact, Inc.
Connecting with your customers Engaging in profitable
customer communications
Using email and social media as components of an engagement marketing strategy
4
Why Engage?
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Q. Where will the majority of next
month’s business come from? A. Existing customers
Why Engage?
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Q. What is your best source for
new business? A. Existing customers
Engagement Marketing is using technology to make “it” happen
Email marketing Trusting relationships Early relationships Encourage broader relationships
through SMM
Social media marketing New relationships New prospects Encourage deeper relationships
through EM
3 Steps to Building Relationships
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Step 2: Connections that enable
ongoing dialog
Prospects
Customers
Step 1: Great customer
experience
You
Step 3: Content that engages
and spreads
Followers
Friends
Friends
Followers
Marketing Today = Building Relationships
Suspects
Five Types of People
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Customers Disinterested Prospects Raving Fans
$
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 don’t trust you
Acquiring Customers
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1 2 3 4 5 6 7
Keep Customers Coming Back
The value of a customer You’ve already paid for them
It’s 6-7 times more expensive to gain a 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 has already referred up to 7 people 2
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Sources: 1. Flowtown, 2010 2. Bain and Company
Copyright © 2011 Constant Contact, Inc.
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 day
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Sources: Pew Internet and American Life Project 2010
Copyright © 2011 Constant Contact, Inc.
Why Email?
It’s 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 2
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1 Forrester Research, Inc.
2 Direct Marketing Association
Copyright © 2011 Constant Contact, Inc.
Email Marketing Is Not…
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Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)
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SPAM
Email Marketing Is…
Delivering professional email communications
To an interested audience
Containing information they find valuable
15 Copyright © 2011 Constant Contact, Inc.
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 services
16 Copyright © 2011 Constant Contact, Inc.
Regular Email vs. Email Service Provider
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 results
17 Copyright © 2011 Constant Contact, Inc.
Regular Email vs. Email Service Provider
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 law
18 Copyright © 2011 Constant Contact, Inc.
Email Basics Checklist
Ask yourself before you begin email marketing…
Do 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 reflect your brand?
Do you have an Email Service Provider to help manage your strategy?
19 Copyright © 2011 Constant Contact, Inc.
1 CONNECT Section
Building a Quality Email List
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The benefits of permission-based marketing
Building a valuable contact list Keeping your list current
Consumers Define Spam
21 Copyright © 2011 Constant Contact, Inc.
Build Your List Where You Connect
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Customer & Prospect Database
1
2 3 4
Incoming or Outgoing Calls
Events and Meetings
Place of Business Guest Book
5
Online Presence
57% 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
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Email Signature
K Smitheen
Integrate Email Marketing and Social Media Marketing
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Make a Join My Mailing List available on all social media platforms.
Make social media buttons a consistent part of all emails.
Collecting Information and Permission
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Include your logo and brand identity
Describe your email content and how often you’ll be sending
Ask about your customers’ interests to stay relevant
Ask for additional contact information when necessary
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C o n s i d e r a s k i n g f o r y o u r a u d i e n c e ’ s p r e f e r r e d s o c i a l n e t w o r k .
Sending a Welcome Email
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Include your logo and brand identity
Personalize your message
Reinforce permission and ability to change preferences
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Response Necessary to Complete Subscription
Sending a Welcome Email
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Include your logo and brand identity
Ask for explicit confirmation
Include a confirmation link
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Using a Permission Reminder
27 Copyright © 2011 Constant Contact, Inc.
Keeping Your List Current
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Include your logo and brand identity
Provide a link so subscribers can update contact info
Ask for feedback
Include links to your social sites
Copyright © 2011 Constant Contact, Inc.
List Building and Permission Checklist
Ask yourself as you build your list…
Are you collecting contact information at every customer touch 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 to stay current?
29 Copyright © 2011 Constant Contact, Inc.
2 INFORM Section
Creating Valuable Email Content
Copyright © 2011 Constant Contact, Inc.
Determining what is valuable to your audience
Choosing an effective email format
Deciding what day and time to send
Content Has to Meet Your Objectives
“I want to…” Promote Motivate purchases Increase event attendance
Inform Inform potential customers Differentiate my business
Relate Increase loyalty Encourage more referrals
31 Copyright © 2011 Constant Contact, Inc.
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Quality Knowledge
Savings
Content Has to Have Value to Your Audience
Promotional Email Discounts, coupons, offers, incentives.
Relational Email Special privileges, acknowledgement
Informative Email Advice, research, facts, opinions, tips
Copyright © 2011 Constant Contact, Inc.
Coming Up With Valuable Email and Social Content
Share your expertise
Use facts & testimonials
Give guidance & directions
Offer discounts & coupons
Exclusivity & VIP status
Hold contests & giveaways*
Acknowledge your audience
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* Check applicable regulations before deciding to hold a contest or giveaway
Copyright © 2011 Constant Contact, Inc.
Keeping Email Content Concise
Host large bodies of content… On your website In a PDF document In a longer archived version
Email only essential information Use bullets or summaries Link directly to the information Give instructions if necessary
Repurpose content sound bytes for Social Media Drive social content back to
Email Archive or Website
34 Copyright © 2011 Constant Contact, Inc.
Come with Parker Travel Adventure Group and meet fellow travel enthusiasts near you. Join us for our annual rafting trip August 23 _ 26, starting at the base of Glen Canyon. There are still six spaces available for anyone interested in joining the group.
Complete package start $399 with flights from New York and Boston.
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 relationships
35 Copyright © 2011 Constant Contact, Inc.
Branding Emails Consistently
Use different formats and similar designs…
Include your logo
Use consistent colors
Use meaningful graphics
Avoid drastic changes
36 Copyright © 2011 Constant Contact, Inc.
Calling Your Audience to Action
Calls to Action include… Links to click on
Information to print out
Phone numbers to call
Instructions for reading the email
Instructions for saving the email
Describe the immediate benefits… What’s in it for your audience?
Why should they do it now?
37 Copyright © 2011 Constant Contact, Inc.
Frequency & Delivery Time
How often to send Create a master schedule – be consistent! Include frequency in online sign-up “Monthly Newsletter” Keep content concise and relevant to planned frequency Invest time to repurpose content on social channels
When to send When is your audience most likely to read it?
Day of week (Tuesday & Wednesday) Time of day (10am to 3pm)
Test for timing Divide your list into equal parts Send at different times and compare results
Re-stimulate social conversations: repost, retweet
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Get the maximum Impact with
Minimum intrusion.
Copyright © 2011 Constant Contact, Inc.
Use NutshellMail to Engage, on Your Time
Track your Page Insights
Reply from your Inbox
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Read Fan comments
Sign up for a Free
NutshellMail Account.
www.nutshellmail.com
Copyright © 2011 Constant Contact, Inc.
Ask yourself as you create content… Are you trying to promote, inform, or relate?
What is your audience interested in?
Is your email format branded and supportive of your message?
Is your email concise and does it include a strong call to action?
Does your content match your frequency and timing?
Are you consistently repurposing valuable content on social channels and investing time to engage and respond?
Email Content Checklist
40 Copyright © 2011 Constant Contact, Inc.
2 INFORM Section
Getting Email Delivered and Read
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Email filters and other delivery challenges
Creating email from and subject lines
Using technology to deliver your email
Is Your Email Fabulous or Filtered?
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Filtering & Blocking (Avg 81% delivered – CTCT 97%**)
ESP
Email Authenticated
**Return Path verified
Copyright © 2011 Constant Contact, Inc.
AOL MSN Yahoo other ISPs
Image blocking Block-listing
Individual filters Friends-listing
Bouncing Reputation
Challenge responses Sender authentication
Blocking
Deliverability issues:
Email Spam
Matt Long [email protected] Joe Hahn
Nancy Feldman
Getting Email Opened
The “From” line – Do I know you?
Use a name your audience recognizes Include your organization
name or brand
Refer to your business in the same way your audience does
Be consistent
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60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick
Copyright © 2011 Constant Contact, Inc.
[email protected] Katejohnsonl@verizon,net
Match “From” Line and “From” Email Address
The “From” line – use a familiar email address
44 Copyright © 2011 Constant Contact, Inc.
Some email programs display From name + email
Some email programs display only From email
Matt Long [email protected]
Joe Hahn
Nancy Feldman
Create a Great Subject Line
The “Subject” line – do I care? Keep it short and simple 30-40 characters including
spaces (5-8 words) Incorporate the immediate benefit
of opening the email Capitalize and punctuate carefully
Avoid copying the techniques inherent in spam emails
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30% of consumers say the “subject" line most often determines whether they open an email or delete it. Source: DoubleClick
Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer
Copyright © 2011 Constant Contact, Inc.
Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t. -Worldata, 2011
Avoiding “Spam-speak”
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
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SPAM
Example: Typical spam “From” and “Subject” lines
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Tweet and Share your Email
Tweet a link to your email automatically
Email Delivery Checklist
Ask yourself before you send your message…
Are your images working together with text to identify your email?
Are you avoiding spam-like content in your emails?
Is your Email Service Provider authenticating your email?
Is your From line familiar and are you using a familiar email address?
Does your Subject line include the immediate benefits of your email?
Have you extended the reach of your email by making it sharable?
48 Copyright © 2011 Constant Contact, Inc.
3 GROW Section
Increasing Email Click-Through and Response Rates
Copyright © 2011 Constant Contact, Inc.
Tracking and improving email delivery
Increasing opens, clicks, and forwards
Reducing unsubscribe requests
Tracking and Reporting
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Email Client
Constant Contact Reporting Page
Measure Increases in Overall Reach
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Social Stats shows “Shares” and “Likes” for Shared Email Campaigns
Deal with Bounced & Blocked Email
Non-existent address Check for obvious misspellings
Try to obtain a new address
Undeliverable/mailbox full/ email blocked Try re-sending later
Correct temporary issues
Obtain a new address if a recurring issue is present
Copyright © 2011 Constant Contact, Inc. 52
Bounce Management
Analyze “Open” Rates
Use open tracking to spot trends Open rates trending down
Fewer subscribers are enabling images
Fewer subscribers are clicking links
Steady open rates Assume email is being received
Check your ESP’s average delivery rate
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Reporting Page
Capitalize on Click-Throughs
Use click tracking to determine: Audience interests Clicks tell you what topics were interesting
Save clickers in an interest list for targeted follow up
Goal achievement Use links to drive traffic toward conversion
Compare clicks to conversions and improve
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Reporting Page
Encourage and Reward Email Forwards and Online Reviews
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Forwards
Copyright © 2011 Constant Contact, Inc.
Use your forward report to:
Thank people who forward your emails
Learn about the value of your email content
Encourage online reviews by those who forward your emails
Help your most passionate customers spread the word Ask them to forward your
email and write online reviews
Email Tracking and Response Checklist
Ask yourself after you send…
Are there any bounced or blocked emails that require attention?
Is your open rate trending upward or downward?
Are you measuring your increase in overall reach, including social networks?
Did your audience take action on your email by clicking through or forwarding your email? What were they interested in? Are you encouraging online reviews by these customers?
Did anyone unsubscribe from your list? Did they give you actionable feedback?
Did you identify any areas for improvement so your next email is more targeted and more effective?
56 Copyright © 2011 Constant Contact, Inc.
Take the Next Step
Sign up for a free Email Marketing trial. Satisfaction guaranteed.
Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow!
Sign up today! Provide your card and we’ll follow up.
or Call toll-free: 866-876-8464
Email + Social = Success, Guaranteed.
Attend a Free Webinar Learn more about how social media marketing can help small business and nonprofits optimize marketing efforts. constantcontact.com/learning-center
Get a Social Media Quickstart! Get started building connections through social media marketing, today! socialquickstarter.com
Copyright © 2011 Constant Contact, Inc.
Contact Information
Copyright © 2011 Constant Contact, Inc. 58
Maggie Barr Local Expert, Constant Contact | Santa Cruz
http://www.facebook.com/maggie.anne.barr
http://www.linkedin.com/in/maggieabarr
For More How-To Tips & Whitepapers Visit: www.constantcontact.com/learning-center
Local Examples
Copyright © 2011 Constant Contact, Inc. 59
Extend the Reach of Your Email
Make your content shareable
Encourage readers to Like and Share your Email across their social networks
Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content
Use a sharebar to collect contacts wherever your email is shared
60 Copyright © 2011 Constant Contact, Inc.
Reduce Unsubscribe Requests
Why do people unsubscribe? Over-communication
Irrelevant content
Poor targeting
Enable your audience to leave comments when unsubscribing from your list
Take action on feedback
61 Copyright © 2011 Constant Contact, Inc.
National Examples
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Understand Unsubscribe Requests
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An unsubscribe request happens when your subscriber no longer wants to receive your emails
Offer your subscribers permanent list removal
Best practice is automatic removal with an unsubscribe link
Copyright © 2011 Constant Contact, Inc.
Customer Spotlight: Atlas Travel
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List Size: 1,558
Open Rate: 26%
Location: Milford, MA
Customer Since: June 2002
Website: www.atlastravel.com
■ Different departments use custom templates to maintain brand
■ Sign up box on website and in emails
■ Segments contacts to market content to specific audience
“With Constant Contact, I can turn over the process of "list management" and email broadcast campaigns to non-technical staff which frees me up to focus on my tasks at hand.”
Rock Blanco, Chief Technology Officer
Copyright © 2011 Constant Contact, Inc.
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Customer Spotlight: Bethany First Church of the Nazarene
List Size: 1354
Open Rate: 51%
Location: Bethany, OK
Customer Since: February 2007
Website: www.bethanynaz.org
■ Informs readers about upcoming services and events
■ Links to more information and registration for events
■ Use email to drive traffic to website
“As a church, our goal is not selling anything or raising revenue, but Constant Contact helps us keep our community of faith informed of up-coming events and news that they wouldn’t know any other way.”
Bob Miller, Communications
Copyright © 2011 Constant Contact, Inc.
Customer Spotlight: The Parks Image Group, Inc.
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List Size: 1016
Open Rate: 42.3%
Location: Atlanta, GA
Customer Since: April 2006
Website: www.TheParksImageGroup.com
Update of current activities.
Tips on current fashion trends.
Etiquette tips & Book suggestions
Tips and articles for Men
Articles on topics related to the current season and related products of interest.
Copyright © 2011 Constant Contact, Inc.