Email marketing - simple strategies for success (Constant Contact Class)
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© 2014
Email Marketing:simple strategies for success
© 20142
Kelly MirabellaSocial Media Consultant & TrainerStellar Media Marketing
Kelly@stellar247.com
/Stellar247
@Stellar247
© 20143
• Email is marketing• Email is more than “email”• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Next steps
agenda
© 20144
Grow with Constant ContactGet results fast, with affordable, easy-to-use engagement marketing
tools and free coaching.
Send personalized email newsletters and expand your audience with our list-building
tools.
Manage your events online: send invites,
create an event homepage, and
promote registration.
Turn fans into customers with coupons, downloads, and contest on Facebook
and get new likes and email sign-ups.
Reward loyal customers with shareable local deals
and capture contact info every time
you sell.
Get found by millions online and manage your business info across the web, all
from one place.
Transform your communications into conversations with online surveys and
polls.
Email Marketing EventSpot Social Campaigns SaveLocal SinglePlatform Online Survey
© 20145
Facebook LinkedIn InstagramTwitter Pinterest Youtube
© 20146
• Email is marketing• Email is more than “email”• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Next steps
agenda
© 20147
at its core, marketing is abouteliciting a physical and measureable
RESPONSE
© 20148
1. Define an audience 2. run a campaign that targets those people
it’s pretty simple
3. Elicit a physical, measurable response
© 20149
look at this email newsletter
© 201410
look at this email newsletter
© 201411
• Lots of physical, measurable response
• Easy to brand with colors, logos, etc…
• 4x the ROI of direct mail*
• Helps to measure and monetize social media
• Authentic engagement with a one-to-many tool
Highly visible, delivered right to the inbox!
email is hard to beat for real marketing value
* Direct Marketing Association
© 201412
• Email is marketing• Email is more than “email”• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Next steps
agenda
© 201413
you rely on word-of-mouth
© 201414
you rely on word-of-mouth
“Forward” and “Share” are your new best friends
© 201415
flip the funneltraditional marketing
find
keep
convert
new marketing
find
keep
convert
“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)
© 201416
you
meet
there’s a cycle to relationships
you do more
business
you do business
you
talk
© 201418
reach past your own list!
© 201419
how can you grow your list?
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
57%
© 201420
how can you grow your list?
at register with the check at
end of the meal
on registrationforms
© 201421
how can you grow your list?
• Text to join• QR Code opt-in• Sign-up on your
website• Mobile apps
© 201422
it comes back to word-of-mouth
© 201423
• Email is marketing• Email is more than “email”• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Next steps
agenda
© 201424
win the battleof priorities• who is it “from?”• what’s the “subject?”• when do you send your
communication?
© 201425
WHO IS IT FROM?winning the battle of priorities
how will you be most recognizable?
SPAM
© 201426
2SECONDS 2WORDS 2TODAY
SUBJECT OR HEADLINEwinning the battle of priorities
© 201427
WHEN TO SEND & POST• for social media
• 3-5 times a week is plenty (depending on the network)
• use automated tools to help
• for email• monthly is most common • when are they likely to take the action
you want?
© 201428
1. divide your list into 3 groups of people
2. select three days in the week to test
3. send your e-mail, watch for best response
FIND YOUR BEST DAY
© 201429
FIND YOUR BEST TIME4. use same 3 groups
of people5. select three times on
the day with the best results
6. send email at 3 different times of day
© 201430
WHEN TO SEND & POST
best day best time
DO NOT BE ROMANCED BY A HIGH
OPEN RATE – MEASURE ACTIONS!
© 201431
• 67% don’t see images by default
• text links get more clicks than buttons
• place your logo left or center in email
• include company name in text
• key action must be above scroll line
• do not give too many choices
• make all images clickable (and with text labels)
test it on yourself!(and on your mobile device)
PRACTICAL ADVICE
© 201432
• Email is marketing• Email is more than “email”• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Next steps
agenda
© 2014
have ONE objective
• know what you want them to do• fewer choices mean more action• make it easy and obvious
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© 2014
make it easy and obvious
• One click away• Above the scroll line• Left or center, avoid right• Not just a graphic, include text link
as well• Not in a list of other options• Make sure you measure response
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© 2014
never send the whole article
How do you know if they cared?• Post or email a short tease• A few sentences• Link to full piece on your website
or blog• Or link to PDF in Constant
Contact account• Save list of readers in a separate
category for later
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Click to read more…
SAVE AS LIST
© 2014
want more referrals?
Just like real life, you have to ask…• Add Forward to a Friend• Turn on Social Share bar• Include Join My Mailing List• Offer something special• Use Simple Share• Make sure to archive your emails
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© 201437
• Email is marketing• Email is more than “email”• “Now, Later or Never”
three little words that rule your world
• Drive responses & action• Next steps
Agenda
© 2014
save some time
• welcome emails
• auto-responders
© 2014
be yourself!• Use conversational copy
• Include photos of people: you, your staff, etc.
• Once in a while, pull back the curtain
– “I’m running in a 5K”– “Here’s my dog at the
park”
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© 2014
Q & A(AND PLEASE TAKE A MOMENT TO FILL OUT YOUR FORM!)
Kelly@Stellar247.com
facebook.com/stellar247
twitter: @stellar247
need help?call a coach, toll-free:
855-816-6508
ready to get started?
visit www.constantcontact.com today
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