Power of Email Marketing, Souhegan Chamber of Commerce

Copyright © 2011 Constant Contact, Inc.

Leveraging Social Media

Contact Information

Copyright © 2011 Constant Contact, Inc. 2

Joanne RandallAuthorized Local Expert (ALE), Constant Contact

[email protected]

facebook.com/LeapYearMarketing

@LeapYrMarketing

http://www.linkedin.com/in/JoanneRandall

Visit: www.constantcontact.com/learning-center

Insight Provided by KnowHow

Why Engage?


Q. Where will the majority of next month’s business come from?

A. Existing customers

Why Engage?


Q. What is your best source for new business?

A. Existing customers

Engagement Marketing is using technology to make “it” happen

Email marketing Trusting relationships Early relationships Encourage broader relationships

through SMM

Social media marketing New relationships New prospects Encourage deeper relationships

through EM

3 Steps to Building Relationships


Step 2:Connections that enable

ongoing dialog

Prospects

Customers

Step 1:Great customer

experience

You

Step 3:Content that engages

and spreads

Followers

Friends

Friends

Followers

Marketing Today = Building Relationships

Suspects

Five Types of People


Customers DisinterestedProspectsRaving Fans

$

Time… Money… Energy… Effort

Takes 7 touches, on average, for a sale to occur

Some buy right away

Others research and try

Some show interest but don’t trust you

Acquiring Customers


1 2 3 4 5 6 7

Keep Customers Coming Back

The value of a customer You’ve already paid for them

It’s 6-7 times more expensive to gain a customer than to retain a customer 1

They spend more

Repeat customers spend 67 percent more 2

They are your referral engine

After 10 purchases, a customer has already referred up to 7 people 2

9

Sources:1. Flowtown, 20102. Bain and Company


Email Marketing Is Not…

10

Junk email

Unsolicited and unwanted email

Email from an unknown sender

Dubious opt-out (if any)


SPAM

Email Marketing Is…

Delivering professional email communications

To an interested audience

Containing information they find valuable

11Copyright © 2011 Constant Contact, Inc.

Basics of Email Marketing

Setting expectations How many emails sent When are emails sent What type of information

Delivering on promises Matching expectations Providing relevant content

Abiding by CAN SPAM Act

Gaining permission Do they know me? Do they care?

Utilizing professional services


Regular Email vs. Email Service Provider

Standard email programs(e.g. Outlook, Hotmail)

Limited # of emails sent at one time

No formatting control

List break up more susceptible to filters

No cohesive branding

No tracking and reporting of email results


Regular Email vs. Email Service Provider

Email marketing services 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 unsubscribers

Improve email delivery, track results and obey the law


Consumers Define Spam


Build Your List Where You Connect

16

Customer & Prospect Database

1

2 34

Incoming or Outgoing Calls

Eventsand Meetings

Place of BusinessGuest Book

Guests5

Online Presence

57% 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


Email Signature

K Smitheen

Integrate Email Marketing and Social Media Marketing


Make a Join My Mailing List available on all social media platforms.

Make social media buttons a consistent part of all emails.

Using a Permission Reminder


Content Has to Meet Your Objectives

“I want to…” Promote

Motivate purchases Increase event attendance

Inform/Educate Inform potential customers Differentiate my business

Relate Increase loyalty Encourage more referrals


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Quality Knowledge

Savings

Content Has to Have Valueto Your Audience

Promotional EmailDiscounts, coupons, offers, incentives.

Relational EmailSpecial privileges, acknowledgement

Informative EmailAdvice, research, facts, opinions, tips


Coming Up With ValuableEmail and Social Content

Share your expertise

Use facts & testimonials

Give guidance & directions

Offer discounts & coupons

Exclusivity & VIP status

Hold contests & giveaways*

Acknowledge your audience

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* Check applicable regulations before deciding to hold a contest or giveaway


Keeping Email Content Concise

Host large bodies of content… On your website In a PDF document In a longer archived version

Email only essential information Use bullets or summaries Link directly to the information Give instructions if necessary

Repurpose content sound bytes for Social Media Drive social content back to

Email Archive or Website


Come with Parker Travel Adventure Group and meet fellow travel enthusiasts near you. Join us for our annual rafting trip August 23 _ 26, starting at the base of Glen Canyon. There are still six spaces available for anyone interested in joining the group.

Complete package start $399 with flights from New York and Boston.

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


Calling Your Audience to Action

Calls to Action include… Links to click on

Information to print out

Phone numbers to call

Instructions for reading the email

Instructions for saving the email

Describe the immediate benefits… What’s in it for your audience?

Why should they do it now?


Frequency & Delivery Time

How often to send Create a master schedule – be consistent! Include frequency in online sign-up “Monthly Newsletter” Keep content concise and relevant to planned frequency Invest time to repurpose content on social channels

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

Re-stimulate social conversations: repost, retweet

25

Get the maximumImpact with

Minimum intrusion.


Is Your Email Fabulous or Filtered?

26

Filtering & Blocking (Avg 81% delivered – CTCT 97%**)

ESP

Email Authenticated

**Return Path verified


AOL MSN Yahoo other ISPs

Image blocking Block-listing

Individual filters Friends-listing

Bouncing Reputation

Challenge responses Sender authentication

Blocking

Deliverability issues:

Email Spam

Matt [email protected]

Joe Hahn

Nancy Feldman

Getting Email Opened

The “From” line – Do I know you?

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

27

60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick


[email protected]@verizon,net

Match “From” Line and“From” Email Address

The “From” line – use a familiar email address


Some email programs display From name + email

Some email programs display only From email

Matt [email protected]

Joe Hahn

Nancy Feldman

Create a Great Subject Line

The “Subject” line – do I care? 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 techniquesinherent in spam emails

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30% of consumers say the “subject" line most often determines whether they open an email or delete it.Source: DoubleClick

Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer


Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t.-Worldata, 2011

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

30

SPAM

Example: Typical spam “From” and “Subject” lines


Extend the Reach of Your Email

Make your content shareable

Encourage readers to Like and Share your Email across their social networks

Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content

Use a sharebar to collect contacts wherever your email is shared


Measure Increases in Overall Reach


Social Stats shows “Shares” and “Likes” for Shared Email Campaigns

Deal with Bounced &Blocked Email

Non-existent address Check for obvious misspellings Try to obtain a new address

Undeliverable/mailbox full/email blocked Try re-sending later Correct temporary issues Obtain a new address if a

recurring issue is present


Bounce Management

Capitalize on Click-Throughs

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


Reporting Page

Understand Unsubscribe Requests

35

An unsubscribe request happens when your subscriber no longer wants to receive your emails

Offer your subscriberspermanent list removal

Best practice is automatic removal with an unsubscribe link


Reduce Unsubscribe Requests

Why do people unsubscribe? Over-communication

Irrelevant content

Poor targeting

Enable your audience to leave comments when unsubscribing from your list

Take action on feedback


Customer Spotlight: Atlas Travel

37

List Size: 1,558 Open Rate: 26% Location: Milford, MA Customer Since: June 2002 Website: www.atlastravel.com

■ Different departments use custom templates to maintain brand

■ Sign up box on website and in emails

■ Segments contacts to market content to specific audience

“With Constant Contact, I can turn over the process of "list management" and email broadcast campaigns to non-technical staff which frees me up to focus on my tasks at hand.”

Rock Blanco,Chief Technology Officer


http://www.atlastravel.com/

38

Customer Spotlight: Bethany First Church of the Nazarene

List Size: 1354 Open Rate: 51% Location: Bethany, OK Customer Since: February 2007

Website: www.bethanynaz.org ■ Informs readers about upcoming

services and events ■ Links to more information and

registration for events ■ Use email to drive traffic to website

“As a church, our goal is not selling anything or raising revenue, but Constant Contact helps us keep our community of faith informed of up-coming events and news that they wouldn’t know any other way.”

Bob Miller,Communications


http://www.bethanynaz.org/

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List Size: 2136

Open Rate: 30.1%

Location: Suwanee, GA

Customer Since: May 2005

Website: www.XtremeTransformationsPT.com

Announce training dates and special offers.

Track sources from sign-ups and review reports to determine what advertisements to repeat

Use results from 3 minute customer satisfaction surveys for quality control to determine bonuses and raises for trainers

Website statistics spike from 20 to 75 visitors when email campaigns are sent

In 3 years, grown from in-home personal training with 2 trainers to 2 studios, franchise locations, 7 trainers and 2 companies, XtremeTransformations & Xtreme Bootcamp

Customer Spotlight: Xtreme Transformations

“Constant Contact Email Marketing and Survey products are the best bang for the buck…by far.”

Pete Peidra, CPT, AFTA, Certified Personal Trainer


Contact Information


Joanne RandallAuthorized Local Expert, Constant Contact

[email protected]

facebook.com/LeapYearMarketing

@LeapYrMarketing


724-603-LEAP or 603-344-8843



Thank you!







Take the Next Step

45

Sign up for a free,60-day trial of Constant Contact Email Marketing

No risk, no credit card required. Get coaching and support, grow our email lists, access to over 400+ templates, and measure and track results

Toll-free: 866-876-8464

Attend Getting Started with Constant Contact Email Marketing

Get a demonstration of Email Marketing in action. See how easy it is to create an email, manage contacts, track results, as well as send your email, and extend its social reach.

[RDD Regional URL]

Register for: “Constant Contact Email Marketing Live Tour”

Learn more about how professional Email Marketing Newsletters and Communications can help you build relationships and grow your business.

constantcontact.com/learning-center

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Thank You & Questions


Kelly FlintRegional Development Director | Los Angeles

[email protected]

facebook.com/kellyflint.constantcontact

@kellyflint

http://www.linkedin.com/in/thekellyflint

www.constantcontact.com/REGION

Upcoming Seminars


Blank slide to separate optional examples

Customer Spotlight: The Parks Image Group, Inc.

48

List Size: 1016

Open Rate: 42.3%

Location: Atlanta, GA

Customer Since: April 2006

Website: www.TheParksImageGroup.com

Update of current activities.

Tips on current fashion trends.

Etiquette tips & Book suggestions

Tips and articles for Men

Articles on topics related to the current season and related products of interest.


http://www.TheParksImageGroup.com/

Customer Spotlight: Bella Web Design, Inc.

49

List Size: 207

Open Rate: 50.1%

Location: Marietta, GA

Customer and Business Partner Since: 10/06

Website: www.bellawebdesign.com

Send quarterly emails to announce new clients and services

Uses website sign-up box to increase list size

Includes links to current projects and business tips “Constant Contact has been crucial in communicating

with more than 200 clients. We used to use Outlook but could only send 25 at a time and the graphics were unprofessional. Constant Contact raised our customer awareness of our services and has given us a very professional look which comes through with each email we send. It keeps us at the top of our customer’s thoughts when they need online marketing assistance.”

Desiree C. Scales, CEO


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Case Study: Jack-Tar American Tavern

List Size: 950

Open Rate: 43%

Location: Marblehead, MA

Customer Since: 2005

Website: www.jacktarmarblehead.com

A classic New England tavern that specializes in creatively-prepared American fare

Relies on email to communicate with customers in a timely, consistent, and personal basis

Sends weekly email announcements and/or promotions

Started a loyalty program and has grown “Admiral Club” membership to 1,000


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What Creative Promotions Do They Use?

“Beat the Clock” emails Order at 5:15 pm, pay $5.15 Order at 6:25 pm, pay $6.25

“We’ve missed you” emails to Admiral Club members with coupons for 25% off certain menu items

Announcements about special events and unique dining opportunities


Power of Email Marketing, Souhegan Chamber of Commerce

Business

org informs

admiral club

prepared american

onsite boot

unique dining

stimulate

data conversion

social media