Download - 3 Keys to Email Mktg

Copyright © 2010 Constant Contact Inc.

3 Keys to Email MarketingConnect. Inform. Grow.

Introduction

Copyright © 2010 Constant Contact, Inc.

2

RDD Name Regional Development Director Constant Contact, Inc.

Email: [email protected] Schedule: www.constantcontact.com/REGION

facebook.com/RDDINFO

@RDDINFO

RDDs: Insert your photo here

Copyright © 2010 Constant Contact, Inc. 3

Email Marketing Is…

…delivering professional email communications…

…to an interested audience…

…containing information they find valuable.


Using an Email Service Provider

Email Service Providers 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 unsubscribes

■ Improves email delivery, tracks results and obeys the law


Acquiring Customers

It Takes Time, Money, Energy & Effort…

On average, it takes 7 touches for a sale to occur.

■ Some buy right away

■ Others research and try

■ Some show interest but don’t trust you


One-time touch

Unlikely to ReturnInterested (Buy Later)Not Now (Maybe Later)No Interest

Immediate Purchaser

Immediate Purchase

Communications Impact

Unlikely to ReturnNo Interest

Capture Interests& Communicate

Interested (Buy Later)Not Now (Maybe Later)

Immediate &Follow-on Purchases

Immediate Purchaser

Ongoing Interaction

Converting Leads to Customers


Key # 1

Build Your List With Permission


Build Your List Where You Connect!

Website SignupService orSales Calls

Eventsand Meetings Email Signature

Customer & Prospect

Database

In-store Guest Book

Making the Connection


Types of Permission

Types of permission

Explicit: Opt in from your website or storefront

■ “Join our mailing list”

■ Single vs. Double Opt-in

Implicit: Requests for information / registration forms, existing customer relationship

Note: Always make sure to ask for permission when collecting information


Key # 2

Set Your Objectives,Then Choose AppropriateFormat & Frequency


Set Your Objectives

“I want to…”

■ Promote■ Motivate purchases

■ Increase event attendance

■ Inform■ Inform potential

customers

■ Differentiate my business

■ Relate■ Increase loyalty

■ Encourage more referrals


Informative EmailAdvice,

research, facts, opinions, tips

Quality Knowledge

Savings

Relational EmailSpecial

privileges, acknowledgem

ent

Promotional Email

Discounts, coupons, offers,

incentives.

Provide Value to Your Audience


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


Frequency & Delivery Time

How often to send

■ Create a master schedule

■ Include frequency in online sign-up “Monthly Newsletter”

■ Keep content concise and relevant to planned frequency

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

Maximum impact with minimum intrusion


Key # 3

Get Your Emails Opened


Getting Email Opened

The “From” line

■ 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

60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick


Getting Email Opened

The “Subject” Line

■ 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.

Emails with shorter subject lines significantly outperformed emails with longer subject lines.

- MailerMailer (2008)


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

Example: Typical spam “From” and “Subject” lines


Bonus Key #4

Track Your Results


Email Tracking CodeESP Interaction

+

How Tracking Works


Analyzing “Open” Rates & Click Thru’s

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

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

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.

FREE!

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


Introduction


23

RDD Name Regional Development Director Constant Contact, Inc.

Email: [email protected] Schedule: www.constantcontact.com/REGION

facebook.com/RDDINFO

@RDDINFO

RDDs: Insert your photo here

Download - 3 Keys to Email Mktg

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