Copyright © 2010 Constant Contact Inc. 3 Keys to Email Marketing Connect. Inform. Grow.
May 13, 2015
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.
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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
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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
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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
Copyright © 2010 Constant Contact Inc.
Key # 1
Build Your List With Permission
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Build Your List Where You Connect!
Website SignupService orSales Calls
Eventsand Meetings Email Signature
Customer & Prospect
Database
In-store Guest Book
Making the Connection
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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
Copyright © 2010 Constant Contact Inc.
Key # 2
Set Your Objectives,Then Choose AppropriateFormat & Frequency
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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
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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
Copyright © 2010 Constant Contact, Inc. 13
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
Copyright © 2010 Constant Contact, Inc. 14
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
Copyright © 2010 Constant Contact Inc.
Key # 3
Get Your Emails Opened
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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
Copyright © 2010 Constant Contact, Inc. 17
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)
Copyright © 2010 Constant Contact, Inc. 18
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
Copyright © 2010 Constant Contact Inc.
Bonus Key #4
Track Your Results
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Email Tracking CodeESP Interaction
+
How Tracking Works
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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
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Copyright © 2011 Constant Contact, Inc.
Introduction
Copyright © 2010 Constant Contact, Inc.
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