email marketing for success: newsletters & announcements
TRANSCRIPT
© Constant Contact 2015
Email Marketing for Success
Grow Your Business with Newsletters & Announcements
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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Agenda1.What are campaigns, newsletters?2.Email Marketing3.Email & Social: you have to use both!4.Next Steps
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Agenda1.What are campaigns, newsletters?2.Email Marketing3.Email & Social: you have to use both!4.Next Steps
1. What are campaigns, newsletters?
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1. What are campaigns, newsletters?
Pull response
Push content
What are campaigns?
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1. What are campaigns, newsletters?
What is a newsletter?Information – in the form of a picture, a paragraph, and a call to action.
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1. What are campaigns, newsletters?
Cards / Announceme
ntsInformation /
UpdatesBusiness Letters
Press Releases
Types of newslettersWhat do you want to communicate?
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Agenda1.What are campaigns, newsletters?2.Email Marketing3.Email & Social: you have to use both!4.Next Steps
2. Email Marketing
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OFFERINGSEducation
entertainment
2. Email Marketing
expertise
ProductsLISTS
tips
industry news
sales
Reports
employees
RESOURCESlinks
TESTIMONIALSopinions
community news STUDIESDATA
research
holiday
seasonal
menus
Donations
Fundraisers
FAQs
EventsSurveys
couponsdeals TUTORIALS
DISCOUNTSRESULTS
Updates
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Education
entertainment
2. Email Marketing
expertise
ProductsLISTS
tips
industry news
sales
Reports
employees
RESOURCESlinks
TESTIMONIALSopinions
community news STUDIESDATA
research
holiday
seasonal
menus
Donations
Fundraisers
FAQs
EventsSurveys
couponsdeals TUTORIALS
DISCOUNTSRESULTS
Updates
OFFERINGS
UpdatesEducation
entertainment
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20 lines of text or less
Less is more.How much is enough?2. Email Marketing
Source: http://news.constantcontact.com
3 pictures or less
Limit links to 1-2More than ½ of emails are read on
mobile
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Source: ContentLEAD, Infographic: Anatomy of the Email Marketing Message, 2015Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015
• 82% of people pay more attention to emails with pictures• Spotlight your products,
services, employees and customers• 3 or fewer images for highest
click through• Use alt text and preheader text:
email readers may not see images by default• Don’t use images of your
content
2. Email Marketing
Make it engaging with photos
14Source: Animoto, the 2015 Video Marketing Cheat SheetSource: The Power of Visual Content, Market Domination Media
• 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
2. Email Marketing
Make it engaging with videos
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2. Email Marketing
Give your message impact. Use visuals.
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2. Email Marketing
Give your message impact. Use visuals.
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2. Email Marketing
But... use visuals carefully.
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Repurpose everything
2. Email Marketing
Make it easier on yourself
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2. Email Marketing
Three words to rule your worldas a marketer…
[because an email that isn’t opened isn’t effective]
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2. Email Marketing
Now, later or never
1. Who is your message from?2. What is your subject / headline?3. When do you send or post ?
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2. Email Marketing
Who is it from?Winning the battle of priorities
How will you be most recognizable?CAN-SPAM Act and CASL
CAN-SPAM Act: www.business.ftc.gov and search “CAN-SPAM”CASL: fightspam.gc.ca
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2. Email Marketing
Who is it from?The importance of consistency and recognition
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2. Email Marketing
What’s the subject?
2SECONDS2WORDS2TODAY
Winning the battle of priorities
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2. Email Marketing
Subject lines... what would you change?March Newsletter
Tomorrow: Need 3 Hammers – Can you help?
Joes’ Pet Store NewsletterALERT! Help your dog beat the
heat!Children’s ClassesStill time! Openings available for children’s
classes
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2. Email Marketing
Timing is everything. When should you send it?
Monthlyis most commonHow often?
When is your audience
most likely to take the action you want?
What day & time?
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2. Email Marketing
When to sendHow to test the day and time that’s best for you
Time:1.Use the same three audience lists2.Select three times on the day with
the best open rate3.Send your email at three different
times and watch for the best open rate
Day:1.Select three different
audiences2.Select three days in the week3.Send your email and watch for
the best open rate
2. Email Marketing
More than half won’t see images by defaultText links get more clicks than buttonsPlace your logo left or center in email
Include company name in text
•Practical advice for your email...
Keep key action above scroll lineLimit your choices to 1-2 links
Make all images clickable & use text labels
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Agenda1.What are campaigns, newsletters?2.Email Marketing3.Email & Social: you have to use both!4.Next Steps
3. Email & Social: you have to use both!
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Within a 5-year time span...
3. Email & Social: you have to use both!
10% of small businessesdid social media marketing.
Source: www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business
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That went up to
3. Email & Social: you have to use both!
A whopping 87% of small businessesusing social media marketing!
Source: www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business
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3. Email & Social: you have to use both
74% of shoppers use social media to guide purchases
Source: ODM Group43% purchase a product shared or favorited by a friend
Source: Vision Critical
84% of social media users share to show their support for a cause
Source: New York Times
•It influences decisions
Amplify your email...
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3. Email & Social: you have to use both
Drive traffic back...
LinkedIn Twitter Pinterest
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3. Email & Social: you have to use both
La Provence: B2C
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3. Email & Social: you have to use both
Bisque Imports: B2B
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3. Email & Social: you have to use both
Canine Assistants: Nonprofit
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Agenda1.What are campaigns, newsletters?2.Email Marketing3.Email & Social: you have to use both!4.Next Steps
4. Next Steps
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Use the Share Bar
4. Next Steps
Don’t be shy! Ask people tolike, share,
retweet & pinAdd Social Media Buttons
Expand your reach, add a “Social Share” bar.
Expand your reach, grow your list
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4. Next Steps
Expand your reach, use a web-based sign up tool.
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Text to Join™ Scan to Join™
Expand your reach with tools from Constant Contact.
4. Next Steps
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Expand your reach with contact-capture apps.
4. Next Steps
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S M T W T F S1 2 Tips for Spring
• Newsletter• Facebook• Twitter• LinkedIn
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6 7 Motivation Monday• Facebook• Pinterest
8 9 10 11 New Product• Newsletter• Facebook• Twitter
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13 14 Motivation Monday• Facebook• Pinterest
15 16 Staff Pics• Facebook• Instagram• Newsletter
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20 21 Motivation Monday• Facebook• Pinterest
22 23 24 Event Photos• Facebook• Twitter
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27 28 Motivation Monday• Facebook• Pinterest
29 30 Newsletter• Email• Facebook• Twitter
4. Next Steps
Content calendar for all networksRegular Newsletter
Blog Post
Theme Days
Multimedia
News/promotions
Resources
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ryCheck out blog posts, guides, videos, infographics, recorded webinars and
more!
BE A MARKETERAll it takes is Constant
Contact® #BeaMarketer
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Questions?