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The Power of Email and Social Media Marketing

Connect. Inform. Grow.

Presented by Corissa St. Laurent (@corissactct)

#ftw2010

Copyright © 2010 Constant Contact, Inc.

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Online Marketing Best Practices

Connect | Inform | Grow

■ Connecting with people who care about you

■ Informing with messages of value and interest

■ Growing with targeted marketing outreach and action


Start with your passionate customers

and interesting content

Social Sharing

Targeted Sharing

■Email Marketing

■ Trusting relationships

■ Early relationships

■ Encourage broader relationships through SMM

■Social Media Marketing

■ New relationships

■ New prospects

■ Encourage deeper relationships through EM

Email Marketing and Social Media Marketing


4


Marketing Today = Building Relationships

Connecting where they are!

Why Email?

Because almost everyone your business needs to reach reads it:

■ More than 90% of Internet users between 18 and 72 said they send and receive email, making it the top online activity¹

■ If email was a country, its 1.4 billion users would make it the largest in the world. Bigger than China, bigger than the populations of the USA and European Union combined²

Copyright © 2010 Constant Contact, Inc..

6

Sources: 1 Pew Internet & American

Life Project, 20092 Email Marketing Reports,

2009

Why Email?

It’s Cost-effective: Direct Mail vs. Email

■ For the same response,direct mail costs 20 TIMES

as much as email 1

■ Email ROI is the highest when compared to other internet

marketing mediums 2


1 Forrester Research, Inc.

2 Direct Marketing Association


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Junk email

Unsolicited and unwanted email

Email from an unknown sender

Dubious opt-out (if any)

Email Marketing is Not…

Email Marketing is…

■ Delivering professionalemail communications

■ To an interestedaudience who have asked to receive your emails

■ Containing information

they find valuable


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Build Trust with Email Marketing


■ Gaining Permission

■ Do they know me?

■ Do they care?

■ 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

■ Including physical address

■ Providing opt-out

■ Utilizing Professional Services

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

unsubscribes

■ Improve email delivery,

track results and obey the

law

■ No threshold for how many

you


STEP 1: Build Your List with Permission

Build Your List Where You Connect

Customer & Prospect Database

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

1

2 34

Incoming or Outgoing Calls

Eventsand Meetings

Email Signature

Place of BusinessGuest Book

5

Online Presence


STEP 2: Create Content That’s Opened & Read


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Informative Email

Advice, research, facts, opinions,

tips

QualityKnowledge

Savings

Relational Email

Special privileges, acknowledgement

Promotional Email

Discounts, coupons, offers,

incentives.

Content Has to Have Value to Your Audience

Keep 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


16

Call 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?


Create immediate demand and desire for your emails

Frequency & Delivery Time

How often to send

■ Create a master schedule

■ Include frequency in online sign-up, e.g. “Monthly Newsletter”

■ Keep content 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


Is Your Email Fantastic or Filtered?

Deliverability Issues:

■ Image Blocking

■ Individual Filters

■ Challenge Responses

■ Bouncing

■ Blocking

■ Block-listing

■ Friends-listing

■ Reputation

■ Sender Authentication ** Return Path verified


aol msn yahoo other ISPs

Filtering & Blocking (Avg 81% delivered – CTCT

97%**)

ESP

Email Authenticated

**Return Path verified

Get Your 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


60% of consumers say

the "from" line most often determines whether they open an email or delete it.

Source: DoubleClick

Match “From” Line and “From” Email Address

The “From” line – use a familiar email address


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

■ Write it last


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

- MailerMailer (2008)

30% of consumers say the

“subject" line most often

determines whether they

open an email or delete it.

Source: DoubleClick

Avoid “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



Email Tracking CodeESP Interaction

+

STEP 3: Review Your Campaigns & Take Action

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


Microblogging site with 140 character space – share tips and links, monitor tweets for customer service

Online profile site – share company personality,

photos, staff, post news and events

Online networking – share, solicit referrals and

recommendations, and connect to interest groups

Publishing space – build credibility as an expert

and increase search engine results

Video sharing site – gain recognition, offer how-tos,

and increase search engine results


STEP 4: Integrate Social Media with Email

How Do You Use Social Media?

Listen and interact with your audience

Get to know your customers/clients/members

Share resources, connections, information and advice

Monitor Regularly

Answer Effectively

Post Regularly


Create & Send Content that Connects

■ Listen to conversations and react – address customer service issues, pull topics to use in email or blog content

■ Write once, post twice – push email content to social sites; write a blog and use content in email newsletter; chop a blog topic into individual tweets

■ Update your status – send updates that generate interest in email and other marketing campaigns – include signup option

■ Join the conversation – become a trusted source by answering questions and providing thoughtful comments in groups and blogs

■ Be authentic – talk like a human, not like a marketer ;)

■ Don’t sell or overly promote – keep the tone conversational, friendly and fun without the sales pitches


Integrate Email & Social Channels

Make email list opt-in available

on all social media

platforms


Allow readers to share email content with their social media networks

Make social media opt-in available in all emails

Make email list opt-in available on all social media sites

Use Tools to Manage Your Social Activity

Popular time management and monitoring tools include:

■ Google Alerts

■ HootSuite

■ TweetDeck

■ NutshellMail


NutshellMail – Monitor & Manage Social Activity

Copyright © 2010 Constant Contact,

Inc.

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Copyright © 2010 Constant Contact Inc. 32

Social Media Updates Sent to Your Inbox

Interact with Your Networks & Responders


Check out groups & events

Welcome new friends

Share timely & interesting news

What’s next?

Just getting started?

■ Sign up for a free trial

■ Start building your list

■ Create and send your first email

■ Create a Facebook business page and LinkedIn profile

Ready to learn more?

■ Visit our Learning Center for webinars, tutorials, podcasts and more

■ Visit the Social Media section of our website

■ ReadThe Constant Contact Guide to Email Marketing

■ Sign up for NutshellMail


www.ConstantContact.com

Copyright © 2010 Constant Contact Inc.

Thank You!

@CorissaCTCT

Constant Contact New England

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