UFG Power of Email Marketing

Copyright © 2012 Constant Contact Inc.

The Power of Email MarketingConnect. Inform. Grow.

Presented by Mike BarnesFranchise Marketing [email protected]@constantcontact.com

mailto:[email protected]



Introduction

Will cover 5 areas during this presentation…

Connect | Inform | Grow

■ Connecting to build customer relationships

■ Informing people who will buy in to your message

■ Growing your business with targeted marketing

■ UFG Specific benefits

■ Constant Contact – UFG Promotions


Section 1: Connect

Email Marketing BasicsConnecting with your customersEngaging in profitable customer communicationsUsing email for your marketing strategy

Why Engage?

Copyright © 2011 Constant Contact, Inc.

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

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

Sources:1. Flowtown, 20102. Bain and Company


It Takes Relationships to Build a Business

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

enableongoing dialog

Prospects

Customers

Step 1:Great customer

experience

You

Step 3:Content that engages

and spreads

Followers

Friends

Friends

Followers

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

Why Email?

Because almost everyone your business needs to reach reads it:

■ 94% of Internet users between the ages of 18 and 64 send or read email

■ An even higher number of users ages 65 or older do the same

■ 61% Use a social networking site

■ 147 million people across the country use email, most use it every day

11

Sources: Pew Internet and American Life Project 2010


61% Use a social networking site

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

12

1 Forrester Research, Inc.

2 Direct Marketing Association



Junk email

Unsolicited and unwanted email

Email from an unknown sender

Dubious opt-out (if any)

Email Marketing Is Not…


Email Marketing Is…

■ Delivering professional email communications

■ To an interested audience

■ Containing information they find valuable


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

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

Email Basics Checklist

Ask yourself before you begin email marketing…

Do repeat and referral customers help your business?

Do you have a plan for delivering multiple communications?

Is your audience interested in your message?

Is it valuable to them?

Can you make your emails look professional and reflect your brand?

Do you have an Email Service Provider to help manage your strategy?



Section 1: Connect

Building a Quality Email ListThe benefits of permission-based marketingBuilding a valuable contact listKeeping your list current


Consumers Define Spam

Build Your List Where You Connect

20

Customer & Prospect Database

1

2 3

4

Incoming or Outgoing Calls

Eventsand Meetings

Place of BusinessGuest Book

Guests

5

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


Collecting Information and Permission

■ Include your logo and brand identity.

■ Describe your email content and how often you’ll be sending

■ Ask about your customers’ interests to stay relevant

■ Ask for additional contact information when necessary


■ Include your logo and brand identity

■ Personalize your message

■ Reinforce permission and ability to change preferences

Sending a Welcome Email


Confirming Permission

■ Include your logo and brand identity

■ Ask for explicit confirmation

■ Include a confirmation link

List Building and Permission Checklist

Ask yourself as you build your list…

Are you collecting contact information at every customertouch point, including social media?

Are you asking for permission as well as contact information?

Are you clearly describing your email frequency and content?

Are you sending a welcome email or a confirmation email, especially to those who have joined your list via social media?

Are you using permission and subscription reminders tostay current? 24



Section 2: Inform

Creating Valuable Email ContentDetermining what is valuable to your audienceChoosing an effective email formatDeciding what day and time to send


The Basics of Valuable Email Content


Content Has to Meet Your Objectives

“I want to…”

■ Promote■ Motivate purchases

■ Increase event attendance

■ Inform■ Inform potential

customers

■ Differentiate my business

■ Relate■ Increase loyalty

■ Encourage more referrals

28

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 Valuable Email Content

■ Share your expertise

■ Use facts & testimonials

■ Give guidance & directions

■ Offer discounts & coupons

■ Exclusivity & VIP status

■ Hold contests & giveaways*

■ Acknowledge your audience

* 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


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

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

Get the maximumImpact with

Minimum intrusion.


Ask yourself as you create content…

Are you trying to promote, inform, or relate?

What is your audience interested in?

Is your email format branded and supportive of your message?

Is your email concise and does it include a strong call to action?

Does your content match your frequency and timing?

Are you consistently repurposing valuable content on social channels and investing time to engage and respond?

Email Content Checklist

33Copyright © 2011 Constant Contact,

Inc.


Section 2: Inform

Getting Email Delivered and ReadEmail filters and other delivery challengesCreating email from and subject linesUsing technology to deliver your email

Is Your Email Fabulous or Filtered?

35

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


Email Filtering, Bouncing, & Blocking

Filtering

■ Sorts email to a folder, i.e. ‘junk’

■ Based on content or origin

■ Reduce by avoiding

spam-like content

Bouncing & Blocking

■ Returns email to sender

■ Based on criteria or condition

■ Minimize by linking to documents instead of attaching,

keeping email addresses current, keeping your sender reputation clean


Scanning Your Emails Before Sending


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

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

Matt Long

[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

39

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


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

40

SPAM

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


Email Delivery Checklist

Ask yourself before you send your message…

Are your images working together with text to identifyyour email?

Are you avoiding spam-like content in your emails?

Is your Email Service Provider authenticating your email?

Is your From line familiar and are you using a familiaremail address?

Does your Subject line include the immediate benefits ofyour email?

Have you extended the reach of your email by makingit sharable?

41Copyright © 2011 Constant Contact,

Inc.


Section 3: Grow

Increasing Email Click-Through and Response Rates

Tracking and improving email deliveryIncreasing opens, clicks, and forwardsReducing unsubscribe requests


Email Tracking CodeESP Interaction

+

How Tracking Works


Understanding Bounced and Blocked Email

“Hard Bounce”

■ Permanent condition■ Email address

non-existent

■ Misspelled/no longer in use

“Soft Bounce”

■ Could be temporary■ Server was down

■ Mailbox is full

■ Email was blocked


Utilizing Bounce and Block Reporting

Bounce Scenario With Automated Reporting

■ Undeliverable email is returned to the Email Service Provider

■ Bounce information fed into one simple report


Dealing 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


Understanding Click-Through Rates

A click-through happens when your subscriber clicks a link to…

■ Visit your website

■ Download a file

■ Take an online survey

■ Send you an email Clicks are tracked by inserting special HTML tracking code in the link


Capitalizing on Click-Through

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


Understanding Unsubscribe Requests

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

■ Offer your subscribers permanent list removal

■ Best practice is automatic removal with an unsubscribe link


Reducing Unsubscribe Requests

Why do people unsubscribe?

■ Over-communication

■ Irrelevant content

■ Poor targeting

Enable your audience to leave comments when unsubscribing from your list!


Encouraging and Rewarding Email Forwards

Use your forward report to…

■ Thank people who forward your emails

■ Learn about the value of your email content

Help your audience spread

the word. Ask them to forward your email.


Email Tracking and Response Checklist

Ask yourself after you send…

■ Are there any bounced or blocked emails that require attention?

■ Is your open rate trending upward or downward?

■ Did your audience take action on your email by clicking through or forwarding your email? What were they interested in?

■ Did anyone unsubscribe from your list? Did they give you feedback?

■ Did you identify any areas for improvement so your next email is more targeted and more effective?


Any Questions?

Branded Templates in Constant Contact Template Picker


Includes:

•Branded UFG templates that can be used to create your email campaigns

•Plus 300 additional templates that include Newsletters, Promotion, and Holiday Templates that can be customized by you for your needs

Campaigns with Content Distributed Monthly


Published to your account monthly.

Just customize with your location information, and any special promotions you want to include, then send!

Constant Contact UFG Pricing


Pricing Plans start as low as $15/month

Discounts for UFG Franchisees 20% Off for a 6-month Prepayment

25% Off for a 12-month Prepayment (saving you $45+)

Special Promotions – Gift card giveaway


Sign up by March 31st for a paying Constant Contact account and receive a $50 American Express gift card. Eligability requirements:

•Must be a paying customer for at least 90 days•Must having a US billing address•Signup through their respective franchise link

Special Promotions – iPad giveaway


All UFG Franchisees that sign up for a paying Constant Contact account or any existing Constant Contact customers are eligible for an iPad 2. This will be raffled off at the 2012 UFG World Expo.

New customers must sign up by March 31st and through their corresponding UFG franchise link to be eligible

How to Get Started

Contact Your Communications Consultant!

Caitlin PerryPhone: 855-778-5761

Email: [email protected]

Sign Up Online

http://signarama.constantcontact.com

http://embroidme.constantcontact.com

http://billboardconnection.constantcontact.com

http://planaheadevents.constantcontact.com

http://transworldsystems.constantcontact.com



http://signarama.constantcontact.com/

http://embroidme.constantcontact.com/

http://billboardconnection.constantcontact.com/

http://planaheadevents.constantcontact.com/

http://transworldsystems.constantcontact.com/

UFG Power of Email Marketing

Technology

stimulate

email service

quality email

social channels

marketing

email marketing

subject line

subject lines