Impact of Constant Contact on Social Media Marketing

Agenda• Multifunctional Role of Constant Contact in Social

Media Marketing – One-to-many-tool• Email Marketing Overview: What You Need to Know• An effective email marketing strategy transforms

ideas into actions • An effective email marketing strategy transforms

ideas into actions• But why an email marketing strategy?• Define Your Goal• 5 Metrics of Email Marketing Success

Multifunctional Role of Constant Contact in Social Media Marketing – One-to-many-tool Sending your newsletter through constant contact, you’ll be able

to present them with tracking and stats along the way. For example If it shows that only 2 or 3 people out of a thousand have clicked on their letter form the editor over the last year, you may be in a position to help them reshape their newsletter for higher response

It’s a low-cost tool that has very real marketing value – in terms of measuring physical measurable response. And it’s hard to find with any other form of marketing with the kind of return email has at the same price point.

That ability to see lots of physical and measurable response is just one reason email is so great…

It’s the hub of all engagement including social media marketing because it’s where you store your list and manage the graphics and store the stats on who opened your emails, what they clicked on, whether they shared it…

Even if you are wrapping your own creative and project management services around our email product, it’s still a low barrier cost as compared to print, radio and payperclick.

Email offers a whole lot of opportunity for genuine, authentic engagement for your clients and their customers in a one-to-many tool.

Email Marketing Overview: What You Need to KnowAn email marketing strategy is part of your overall marketing strategy and business plan. It helps you market your products and services with the use of the email channel with the best chances for making a profit and reaching your goals. That is because any effective email marketing strategy takes into consideration what your target customers are, their preferences and benefits they are looking for as well as your products services and industry and which email marketing messages are most effective.

An effective email marketing strategy transforms ideas into actions

• First set your business goals and ambitions with regards to email marketing, then take these 3 steps:1. Email marketing strategy: How you are going to achieve those goals.2. Email marketing tactics: How you are going to achieve them in more detail. Part of the strategy.3. Actions: How you going to deliver on your tactics. Even more detail, the fulfillment of your email marketing strategy

• By doing so your email marketing program is sure to have a strong bond between your strategy and the actions required. Which is one of the most important parts.

But why an email marketing strategy?

With email marketing as a channel you are holding all the cards for potential success.• Email marketing can have a big reach and put your

message in front of a lot of people• The marketer has great flexibility in how they

handle their email program• It is quite easy to start and you can start small• email marketing scales, the effort to send one or

100.000 messages is nearly the same.• Email allows you to target and segment your

messages on individual level• There are little risks, the costs are relatively low

and potential for upside is big.

Define Your GoalAlthough the first step in creating an effective email-marketing program is establishing a clear objective or goal, many companies mistakenly create multiple goals for their marketing efforts. This can lead to a program that’s confusing for recipients and produces less than optimal results. We recommend establishing a single overall marketing goal and determining exactly how email marketing fits within it. Then, you’ll be ready to create your email. To help guide you, keep these two points in mind:• What do you want your recipients to do when they

receive your email?• Why should they take that call-to-action that

you’re asking them to take?• Your email design and copy need to be carefully

developed while keeping these ideas crystal clear in your mind.

5 Metrics of Email Marketing SuccessAs you develop your email program, you’ll be attempting to establish measurable results or improvements that affect one or more of five primary metrics. There are numerous strategies and tactics for addressing each metric, but they all ultimately boil down to these five. By keeping yourself focused on the measurable result you’re trying to achieve, you’ll be able to establish your tactical priorities much more easily. The critical metrics to follow are: List size - Email marketing starts with your subscriber list. If you don’t have a list, you don’t

have an email-marketing program. At the risk of sounding clichéd, size does not matter! We have clients doing quite well with lists ranging from a few thousand all the way to millions. What’s right for you comes down to your business model and your goals.

List quality - This leads us to the quality of your list. While not a metric in itself, list quality can be measured by looking at a variety of metrics, such as open rate, unsubscribe rate, spam rate, click-through rate, and inactive user rate (the number of subscribers who are no longer opening your emails).

Open rate – the percentage of recipients who actually open your email—is one of the most watched metrics in email marketing. The open rate provides an indication of the following:

o List quality - If your subscribers have no interest in your organization, its products, its services, or its message, they won’t open your emails.

o Relevance - To be successful, the email must be meaningful to your subscribers.o Message quality - Sometimes, subscribers like many of your messages, but not all of them.

So your open rate may suffer temporarily if one message doesn’t resonate with or provide value to your audience.

5 Metrics of Email Marketing Success(Cont) Click-through rate - Defined as the number of subscribers who

click on a link within the email, the click-through rate tells us that they actually took the first action toward meeting your goals

o Headlineso Subheadso Main texto Visual design and its impact on the eye patho Trust-building elements (e.g. testimonials, statistics)o Incentiveso Colors. Conversion rate - The conversion rate is the number of

subscribers who take that final step of whatever call-to-action you’re seeking. In email marketing, the email “teases” or generates the interest, while the landing page seals the deal. A landing page is the Web page that people reach after they click on a link in the email. To emphasize, the key to your email is simply to get the click. Seduce them, encourage them, and excite them to click. Selling should be left to your landing page.