power of the inbox

© Constant Contact 2015

The Power of the InboxTips and Tricks for Successful Email Marketing

© Constant Contact 2015

Debbie RinckeyOwner – Market Wise – Designing Your Online StrategiesAuthorized Local Expert – Constant Contact

Welcome

907-229-2470/ [email protected]

Kathy Day, APROwner – Kathy Day Public Relations (KD/PR) Virtual Authorized Local Expert – Constant Contact

907-862-0319 / [email protected]

mailto:[email protected]

mailto:[email protected]

First impressionsmatter.

4

Should your first impression be this: Or this?

What is email marketing?Delivering professional email communications...to an

interested audience...

Containing information the recipient finds valuable...

that looks great in any

inbox!

What can it do for your business?

“Every time I send out an email, I get a sale in 15 minutes. Overall, I get up to four times as many sales with these newsletters

than I did with my old ones, and they’ve gone from about $50 per order to $100.”

- Irene Schmoller, founder Cotton Clouds

Boost repeat business.

http://www.cottonclouds.com/index.asp

What can it do for your business?Create and increase

awareness.“The emails are an important reinforcement of brand. I get calls from people I’ve never met all the time. They get the newsletter, or a friend of theirs

gets the newsletter, and they know I’m the person to call. It really helps establish

credibility upfront.” - Brandon Stewart, realtor at David Griffin & Company Realtors

http://www.mod214.com/

What can it do for your business?Drive revenue and profit.

“It has definitely been the easiest way to reach people. If we have a slower day and know that we want to reach local people,

we can create a quick email and will get at least a few calls right away.”

- Christine Copertino, spa director for Allegria Spa

http://www.allegriaspa.com/

http://www.allegriaspa.com/

You need to harness the power of the inbox.

Are you ready?

10

Agenda

1.Why email marketing?2.Harnessing the power of the inbox

a.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-friendly

template that matches your brandd.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results

3.Putting it all together

11

Agenda





A: EmailMore than half of all emails are opened on a mobile device

Q: What is the #1 app on cell phones?

More people own a cell phone than own a toothbrush!

Source: Litmus

1. Why email marketing?

Why Email? Because email works everywhere.

People read it88% regularly check email on their smartphones (more than social

media or videos)91% of people check their email daily

Email is reliableEmail gets delivered 90+% of the time; (Facebook posts reach just

2% of fans)Email works

Email marketing has 3x the conversion rate as social media For every $1 spent on email marketing, there is a $44.25

average ROISource/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com

17

• Limited # of emails sent at once

• No formatting control• List break up more

susceptible to filters• No cohesive branding• Potential SPAM complaints• No tracking and reporting of

email results


Why regular email doesn’t work

Email Marketing automates best practices

for you -and makes you look great!

• Provides beautiful, mobile-responsive, easy-to-use templates

• Reinforces brand identity• Emails addressed to recipient only• Manages lists – adding new

subscribers, handling bounce-backs, removing unsubscribes

• Ensures email delivery, tracks results and obeys the law


19

Agenda

1.Why email marketing?2.Harnessing the power of the

inboxa.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-friendly



2. Harnessing the power of the inbox: Grow a healthy list

Growing your list is all about how and where you ask.

And yes, you have to.

Ask for permission to send them email Get express consent

Include the option to unsubscribe in every emailOffer opt-out

Let them know what content to expect & follow throughBe straightforward

Post your privacy policy – it adds credibilityRespect privacy

Respect the privilege of communicating & plan strategicallyDon’t overwhelm• Clear & obvious permission on your sign up form• Clearly identify the person, business or organization • Include a valid mailing address & phone number, email

or web address• Inform them that they can unsubscribe any time• Have a process to record express consent

Follow Compliance Guidelines (CAN-SPAM, CASL etc.)

How to Ask: The importance of permission

22

1

2

3

Where to Ask: Everywhere you’re online

23

Collect email addresses

at eventsAt speaking

engagements

Sign up form on the bill or in a

check presenterAdd a QR code

to your menu or table tents

Print QR code on paper

distribution materials

Use a ‘fishbowl’ to collect

business cardsUse a sidewalk sign to offer an

incentive to subscribe inside

But really, just ask.

Where to Ask: Everywhere else!

SALONBELLASALONBELLA

Tip: Use Text-to-Join to collect contacts

25

Don’t forget - give them a reason to join your list

and let them know when to expect it.Ongoing education

related to your product

VIP preference Insider news or exclusive access

E-book, whitepaper, guide

2. Harnessing the power of the inbox: Grow a healthy list

Updates on your mission

Friends & Family discounts

The #1 reason for an unsubscribe is irrelevant content.

26

Agenda





It’s not always about you. It’s about what you know, or what you have

access to.

2. Harnessing the power of the inbox: Creating great content

Focus on being

relevantFigure out how much

is “enough”Turn

questions into content

Images are content too

28

Write for your audience, not for you. 2. Harnessing the power of the inbox: Creating great content

29

Write for your audience, not for you. 2. Harnessing the power of the inbox: Creating great content

38% Unsubscribe if it’s boring

Source: MarketingSherpa

32%

Send it to spam if it’s irrelevant

30

20 lines of text or less

Less is more.How much is enough?2. Harnessing the power of the inbox: Creating great content

Source: http://news.constantcontact.com

3 pictures or less

Fewer links,more clicks


steep decline

3+most clicks

1eh... okay

2less to no clicks

5+

Clicks per Link

1 3 5 7 9 11 13 15 17 19 21 23 25 27 290

0.010.020.030.040.050.060.070.08

Number of Links

Clic

k R

ate

32

1.5 Ways to Protect Your Pipes from Freezing this Winter

2.Answers to Your Top 3 Mileage Deduction Questions

3.Red or White? 5 Simple Wine-Pairing Tips

4.10 Ways to Sell More Tickets for Your Next Event

1.How do I ensure my pipes won’t burst this winter?

2.Do I get to deduct mileage I drive from work to home each day?

3.What’s a simple way to pick the right wine?

4.How do I get more people to show up at my events?

…Into Content

Turn Questions…


Source: www.adweek.com 33


Images are content too!90% of information processed by the brain is

visual content

Mmm...

34Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015

• Communicate through pictures – and make them clickable

• Keep key action above the scroll line

• Use design wisely (and limit choices!)

Communicate through Images2. Harnessing the power of the inbox: Creating great content

35


Stock photo sitesWorking with photos

• Choose the right size• Avoid copyright issues• Use your own photos

or stock images

BigStockhttp://www.bigstockphoto.com

StockVault.net http://www.stockvault.net

FreeImages.com http://www.freeimages.com

36

Agenda


a.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-

friendly template that matches your brand

d.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results


Look great – and recognizably you – in any inbox!

2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template

Select a mobile-friendly template

that matches your message

Make sure your brand is

consistent everywhere

Frequency: Bi-weekly / monthly

Content: Promotional / limited

contentDeals or coupons

PromotionsFrequency:

Event / date drivenContent:

Promotional or educational with

targeted message Surveys, new

products, special events

Announcements


Frequency: Monthly / quarterly

Content: Educational (often non-promotional)

Newsletters

39


Facebook

• Be consistent with logo & branding colors

• Use images of your business, products & people

• Use consistent language

EmailWebsite

Be recognizable. Everywhere.

40


41

Agenda





2. Harnessing the power of the inbox: Get your email opened

1.Single column template2.Fewer than 3 Images3.Fewer than 20 lines of text4.No more than 3-5 links5.Action above the scroll line

Follow this simple recipe for success...

Give them 4 reasons to pay attention.


Recognized Sender:

“Who sent it?”

Compelling Subject:

“Is it worth reading?”

Good Timing: “When was it received?”

Easy ‘share’ options:

“Can I send to friends?”

44


Who sent it?How do people know you best?

Make your “from name” and “from email” recognizable.

45Source: Inwise

open an email based on the subject line.

More than1/3 of people

46


Is it worth reading?Identify your purpose. Be clear, be clever and...

47

Entice them.• Use “teaser” text • Customize the message


48

Avoid the following:• Spam-like terms

• Check your spam folder• Use spam-check button

• ALL CAPITAL LETTERS• Excessive punctuation and symbols !!!, ???, $$$

Choose your words carefully.

Freecredit

Saveoffers

Click

incometraffic

nowcash

orderrates

Urgent

Act Now!

Act Now!

Gethome

dollarsFast!

guaranteed

FeesPurchasemoney

Refund

Winremove


Source: Litmus 49


30-40 characters max typically appear on most mobile devices6-10 words is best; 4-7 has greatest response

Control first 11-18 words of “pre-header” text to entice mobile readers

51% of email is opened on mobile devices

•Size matters. Keep it clear, keep it clever, keep it short.

Timing is everything. Create a master schedule.

50


How often?• Keep the promises you made at signup (weekly, monthly, regular)

• Coordinate timing across email and social channels for maximum impact

• When it’s urgent!

• When is your audience most likely to read it?

• Day of week (Tuesday & Wednesday)

• Time of day (10am to 3pm)

• Test, test, test

What day and time?

51

Monday Tuesday Wednesday Thursday Friday

RestaurantsAccountants & Financial Advisors

Hotels, Inns, B&Bs

Religious Organization

sArts & Crafts

When is it best to send emails?

7:00 am 6:00 am 7:00 am 12:00 pm

5:00 am

53


Get to know what’s right for you...

How to test the day and time that works.Time:1.Use the same two audience lists2.Select two times on the day

with the best open rate3.Send your email different times

and watch for the best open rate

Day:1.Select two different audiences2.Select two days in the week3.Send your email and watch for

the best open rate

54

• Use the Share Bar• Ask people to like, share,

retweet, pin• Add social media buttons


Emails with social sharing buttons increase click-through rates by

158%

55

Agenda





You receive...

56

Automation tools are good for you and them

Your customers receive...

Clicks & downloadsBring visitors to the doorPrompt reservationsEncourage calls

Coupons & discountsVideos, guides, e-

books

Support & assistance

Information & tips

57

Automation campaigns can help send what you wish you had the time to send.

1. What is an automation campaign?

58


Autoresponder Welcome!

Autoresponder works while you do.

How does it work?

59


Subscriber joins via web sign-up (QR code, Text-to-Join, Facebook app) or you manually add them to a listA birthday email can be sent in advance of one’s special day

A special message can be sent in advance of milestone date

In a series, previous email sent triggers next in queue

When a contact is added to a list

Birthday event

Anniversary event

Previous email

Actions that trigger emails to send messages to new subscribers:

60


Automation

List Join Triggers

Welcome Emails

Autoresponder Date Based

AnniversaryBirthday

61


Date-based automation

List Join automation

Series of messages sent to new subscribers

Messages initiate when prospects join

mailing list Triggered by subscription

One message sent to existing customers Messages initiate on

special dates/occasions

Triggered by data in contact record

Created in advance for marketing Short, sweet & evergreenContains onecall-to-action

EmailWebsite

Social Media

Make a lasting impression. Every time.

Offer an incentive to join your mailing list – then make it easy


They subscribe!Autoresponder

delivers incentive immediately

Subscriber takes action by

redeeming coupon

63

2. How do you know if you should use one?

If you answer ‘yes’ to any of these questions…Autoresponder may be right for you

Do you send the same introductory information over & over?Do you neglect to send information to new subscribers?Do you believe each subscriber should receive a friendly welcome? Do you want to create a lasting first impression immediately?Do you have specialized sub-audiences with varying interests?Do you want to celebrate customers’ birthdays?Do you want to send annual reminders?

64

2. How do you know if you should use one?

60%

Source: Fleishman-Hillard ChiefMarketer.com

higher open rates reported when new subscribers received Welcome Email

89%

of consumers turn to search engines to research products or services before purchasing

Use Automation Campaigns.

65

Identify the goal. Strategize.

3a. Identify the goal of an autoresponder series

A B

66

3b. Segmentation

67

Segment lists by your audience’s interests

68

Event AnnouncementsFree Shipping Special Offers and

Discounts

Free ShippingFree Shipping

New Product Announcements

Event Announcements

Project Guides, Blogs

Generalized InterestSpecial Offers and

Discounts

Free Shipping

Special Offers and Discounts

Generalized Interest

New Product Announcements

Generalized Interest

Project Guides, Blogs

69

3c. Use evergreen content

Identify what you can offer - you have plentyRecord a video

series via smartphone

Coupons, promo codes,

consultations or gifts

A special recipeHighlight products,

services, employees with

imagesShare a collage of

photos Link to an

informative blog post

Access to an e-book, webinar or

podcastA handout, cheat-sheet or How-To

guide

Tell your story in installments

Make it timeless. Make it evergreen.

It is timeless, it never expires

It includes goal-driven calls-to-

actionIt’s short & sweet; informative, useful

& timely

Make it your best content.

71

3. Timing Best Practices

Scheduling your messages.

Weekly?Monthly? Bi-

weekly?Occasionally?

72

4. How others use automation tools

B2BWhatever you do…don’t forget The Welcome Email!

B2C Non-profit

75

S M T W T F S1 2 3 4 5

6 7Regular

Newsletter

8 9 10 11Spring Patterns

Promotion - $3.99/2 patterns

12

13 14 15 16 17 18 19

20 21Subscribed:

Welcome Email 2 free patterns

22 Share social

media networks: YouTube, Facebook, Pinterest,

Instagram & Our Company Story

23LJ Partners

Reseller Program & Links & Sew

Powerful Charity Foundation -

Zambia

24Introduction to Pixie Packs & Pixie Perks

Rewards Program

25“Buy 2 Get 1

Free" coupon for $3.99 patterns,

Promo Code: onetimegift

26

27Regular

Newsletter

28 291 week follow-up

+ link to free tutorials

30


Autoresponder Strategy Calendar – Liberty Jane Clothing – B2CNew Subscriber

Request to connect via social

Blog post/resource links

Regular newsletter

Promotion of products or services

Coupons/offers/promotions

Autoresponder Series

76


B2C example: Liberty Jane Clothing

77



78



79



80



81



82

S M T W T F S1 2

Regular Newsletter

3 4 5

6 7 8 9 10 11 12Subscriber joined today

13 14Learn How to Gain Contacts & What Content to Write

15 16 17 Subject Lines & Goal-Oriented Strategy

18 19

20 21 22 Simple Messages + Integrating Email into Marketing Plan

23 24List Building Mastery Class Code

25 26

27 28Regular

Newsletter

29 30


Autoresponder Strategy Calendar – Building Aspirations – B2BNew Subscriber



Regular newsletter




83


B2B example: Building AspirationsWelcome Email: Sent Immediately

1st Automated Email: Sent day 3

2nd Automated Email: Sent day 6

3rd Automated Email: Sent day 11

84

S M T W T F S1 2 3 4 5

6Subscriber joined today! Send Welcome Email

7Additional introduction video from founders

8 9 Wildfire damage and controlled reforestation video

10 11How we reforest and rebuild ecosystems

12

13 14 15Request to connect via social

16 17 Where to donate, how to volunteer, donation match program

18 19

20 21 22 23Regular Newsletter

24 25 26

27 28Fundraiser Invitation

29 30


New Subscriber



Regular newsletter



Autoresponder Strategy Calendar – The Leaf Line Project – Non-Profit


85


Non-profit example: The Leaf Line Project

86

3. How to use it the right way

Remind that they subscribed – provide clear way to unsubscribe

Tell them how many emails they can expect

Set email to send immediately after joining

Offer an attractive ‘Thank You’ offer in initial email

Neglect to remind them, neglect to include clear way to unsubscribe

Send a lot of info in one email they have to sift through

Forget to create this ‘evergreen’ immediate follow-up message!

Forget to introduce your brand with your colors, logo, from name & mission statement

Do these... Do not do these...

87

Next Steps

1.Determine how automation could be used

2.Identify call-to-action goals3.Create segmented lists4.Use evergreen content 5.Determine the timing

5. Next Steps

88

Agenda





What & Why

The importance of listening“I’d spend more if the customerservice was better.”

“If I have a good experience, I definitely tell my friends.”

“I don’t worry as much about the prices if the experience is great.”

89

• What do you need to know to help you take action or to make your business more successful?

• Pick one thing and ask questions about that thing…be focused.

• Every question you ask should already have a possible action associated with it.

What & Why

Know your objective

90

What & Why

Know your objective

Do they like our product?(i.e. Do you like our orange juice?)

Do you think our Homestyle OJ is more or less bitter than other brands?

Did they like our event?

Did they like the layout of our event venue?Was the program too short, too long, or just right?Do you prefer a plated dinner or a buffet?

Find out if our Facebook fans prefer pictures or links to articlesFind out if people read our Facebook posts

91

• Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.)

• Objective (Better): Identify how I could use social media to better engage with my customers.

What & Why

Scenario #1

Sample question (answer choices)

What social platforms do you use?(Facebook, Twitter, LinkedIn, Google+, Pinterest)

Possible actions based on response

Re-focus social media strategy on most popular channel.

92



What & Why

Scenario #1

93

What kind of content do you look for on social media?(articles, pictures of friends or organizations youfollow, deals/coupons, jokes, quick tips, other)

Develop desired content and feature in our social posts…also use results to build content for newsletter.

Sample question (answer choices) Possible actions based on response

How often do you expect to see new content posted?(daily, 2-3x per week, weekly, 2x per month, monthly)

Develop posting schedule to match desired frequency.newsletter.




What & Why

Scenario #1

94

• Objective (OK): I want to figure out how to get more people to my events.• Objective (Better): Survey past registrants that didn’t show up, and figure out what

would encourage them to attend.

What & Why

Scenario #2

96

Sample question (answer choices)

To which area would you most likely travel to attend an event?(in the city, western suburbs, our store, dinner cruise)

Possible actions based on response

Start investigating venues in the area of the greatest response.

What kind of entertainment would you be most interested to see?(comedian, musician, performance artist, other)

Leverage local network to find talent based on responses.




What & Why

Scenario #2

97



What & Why

Scenario #2

98

At what time of day are you most likely to attend?(morning, afternoon, early evening, late evening)

Develop venue strategy and pricing based on responses.


100

What & Why

Types of Surveys• Sent through email and/or social media• Get feedback, segment your audience by

interest• Can be longer, but don’t have to be

Surveys

• Good for quick insight on one question• Pushed out through email, on your website or

through social mediaPolls

• Ask for feedback on a specific product or experience

• Ask readers to rate your organization (directly or on a review site)

Reviews

Structure & Questions

Reasons for Surveys

Employee needs Customer profiles All about events

Relevance Customer experience Customer satisfaction

101


Got questions?Response rate

# of questions

102

Close-ended• Easy to answer• Easy to analyze and allow for great comparison

• Ensure scales are balanced and clear


Got questions?SURVEY

103

Open-ended• Not limited by options• Provide deeper insights• Harder to answer = respondent fatigue

• Harder to analyze, time-consuming to evaluate

• Limits comparison


Got questions?

SURVEY“Do you have any suggestions for improving our products?”

Answer up to 1,000 charactersAvoid a common mistake:

Using too many open-ended questions.

104


Question tips

How would you rate Joe Dimaggio’s career?

Are you very satisfied or very dissatisfied with us?

(limits evaluation)

Overall, how satisfied are you with us?

What suggestions do you have for improving Tom’s Tomato Juice?

(too general)

What suggestions do you have for improving the taste of Tom’s Tomato Juice?

How would you rate the career of legendary outfielder Joe Dimaggio?

(leading question)

105


Question tips

You found the service to be _____(provide 3-4 choices)

How would you rate the food and the entertainment at the event?

(double-barreled question)

How would you rate the food?How would you rate the entertainment?

How well did the RDD explain the use of CTAs to drive CTs?

(jargon, abbreviations)

How effectively did the speaker explain calls to action?

What did you think of the service?

(harder to compare results)

106

• Make your first question easy to answer.• Place your most important questions up front.• Ask for profile and demographic information at the end.

• Explain why you need the information.• Keep it simple…don’t get too personal.• Don’t make these questions mandatory.


Question tips

107

108

How long is long enough?

203 ?204 ?205 ?206 ?207 ?208 ?209 ?210 ?211 ?212 ?213 ?214 ?

• Don’t ask questions that aren’t relevant

• Don’t ask two questions if one question is enough

• Don’t ask too many open-ended questions (which feel longer)

• Don’t ask too many demographic questions…

109

How long is long enough?

• Do have no more than 10-12 questions.

• Do ask multiple-choice questions (feels shorter).

• Do limit open-ended questions to no more than 3.

• Do target a 5-8 minute completion time.

• Take it yourself!

• On the fly (as you need to know something)

When & Who

When to survey?

?

?

?

110

• After an interaction

When & Who

When to survey?

Event

Survey

111

• Regularly scheduled

When & Who

When to survey?

112

113

When & Who

Categorize your audience

Regular customers or donors

VIPs

Seasonal customers or supporters

New!

114

When & Who

Segment your audience

Longer survey of entire group

JanuaryShort survey of small segment of group

MayShort survey of small segment of group

September

Results & Follow-up

Get the word out

TXT

115

Results & Follow-up

Hurry up and wait!50%

or moreof survey responses come back the first day.

88%of responses will be submitted in the first week.

2weeks

is generally enough time to leave the survey open to maximize responses.

116

117

Results & Follow-up

I’m finished. Now what?

Send respondents to a website where they can access an incentive, register for your next event, review testimonials, etc.

Send respondents to a closing page where you can thank them, provide access to an incentive, share info on distribution of results

118

Results & Follow-up

Results should inspire actionReview and

analyze

1Spot

trends

2Create an

action plan

3

Follow up with people

4Survey again!

5

119

Results & Follow-up

Review statistics and data

%• Ensure staff is trained to redeem or honor offers

and coupons.

• Collect list sign-ups at redemption.

• Collect information about their experience with the deal.

• Use the same tools to follow up: email, social media and surveys.

120

• Introduce new services, products, programs• Improve your website• Make communications more relevant• Attract new customers, clients, donors• Segment your audience for better targeting

Results & Follow-up

Create an action plan from results

121

Engage in conversation

2

SUBMIT

1SURVEY

Pull insights

THANK YOU!RESULTSPush questions

Share results

122

• Use consistent branding.• Personalize it.• Clearly state the purpose.• Clearly state any incentives.• Specify time involved.

Next Steps

Practical advice

123

• Inform of confidentiality.• Clearly display call to action.• Include a closing date.• Include a thank you upon completion.

Next Steps

Practical advice

Make people feel like they are part of helping your organization improve!

Next Steps

Start small

2

2 of 10

1

SURVEY

• Start with a single-item poll on your website or via social media.

• Grow to 2-3 questions and start delivering them via your newsletter.

• Eventually build to 10-12 questions, use different question types.

• Share results with respondents.• Send out additional pulse surveys to

smaller segments throughout the year.

124

125

Agenda





2. Harnessing the power of the inbox: Tracking your results

Know what reporting matters

Focus on the “click through”

Use data to make your

next decision

Tracking your results...

Small businesses believe that reports and analytics...

128

Know what metrics matter


Open ratePro: Indicates who is

interested

Click-through ratePro: Shows who is

engaged and taking action

SharesPro: Illustrates the

content your audience finds most valuable

Con: Can be triggered automatically and be a

false positiveCon: Only shows individual

recipient actionCon: Only part of the story

without the ‘click’

Opt-outs

Pro: Gives you an opportunity to learn what’s not working

Bounce rate

Pro: Helps you keep your list healthy and email deliverability rates high

129

Spotlight on the “click-though”


131


Making Decisions based on Metrics

High open rateMake it even better:• Find the best time & day• Identify best keywords• Segment your audience by interest

High open rate, low click-through rate

Improve it by:• Have a strong call to action• Make email mobile friendly• Keep email short

Low click-through rate

Improve it by:• Watch timing & frequency• Write a strong subject line• Send relevant, engaging content

Low open rate

Low open rate, high click-through rate

Make it even better:• Format links to stand out• Offer links to preferred content • Segment audience based on clicks

High click-through rate

51%

10%

Pay attention to who is opening

…


Email Opens100%

Email “openers”

100%5%

38%

…and who is clicking

You may have

‘superfans’


44%

10%

Click-throughs100%

“Clickers”

100%5%

33%

134

Agenda





You have an advantage.Your customers love you!

3. Putting it all together

Three simple steps to get started:

• Get your contact list together, even if it’s just five people.

• Create and send one campaign…hit send!

• Watch what happens…do more of what works.

136

What an “ideal” email looks like…Keep the preview pane in mind,maximize the top 2-4 inches

Place your logo left or center, never on the right

Use your brand colors

Include your business name in ‘from name’

text

Communicate through pictures and make them clickable… keep to 3 or fewerLess is more. Focus on relevant content. About 20 lines of text have the highest click-through rates.

Use social media buttons

Use the Share Bar

3. Putting it all together

Subject line: keep below 50 characters

(this one is 8 words, 35 characters)

Keep key call-to-action above the scroll line

Minimize the number of links. One is best, after

3 clicks drop off significantly.

Choose the right template for your

message and design for mobile

Resources

137

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30% OFF for your first 3 Months of Email

Promo Code: ALEFEBEMAIL

Send the best email!

All it takes is Constant Contact®

Terms and Conditions: This February Promotion (the "Promotion") begins on February 22, 2016 at 12:00 a.m., Eastern Time ("ET"), and ends on February 29, 2016 at 11:59 p.m., ET (the "Promotion Period"). If eligible Constant Contact customers purchase Constant Contact’s Email package during the Promotion Period, they will receive 30% off of such purchased product for the first three months after they become a paying customer. Constant Contact customers will be eligible to participate in this Promotion if they (i) are a Constant Contact trial account holder or a new Constant Contact customer who has never been a paying Constant Contact customer, (ii) become a paying Constant Contact customer and enter the applicable promo code during check out by 11:59 p.m., ET, on Monday, February 29, 2016 or call their Constant Contact Authorized Local Expert and mention this offer during such Authorized Local Expert’s normal business hours during the Promotion Period, and (iii) remain a paying Constant Contact customer for at least a full 30 calendar days from the date they first became a paying Constant Contact customer. After the first three months have ended, eligible participants will automatically be charged the current retail price for the product(s) unless they cancel their accounts or the applicable product. This Promotion cannot be combined with any other Constant Contact promotion or special offer. Constant Contact offers a 30-day money-back guarantee on your purchase of certain Constant Contact products, as more fully described at www.constantcontact.com/pricing. Constant Contact reserves the right, in its sole discretion, to suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the Constant Contact terms and conditions.

http://www.constantcontact.com/pricing

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