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Copyright © 2011 Constant Contact Inc.
Email Marketing in a Down Economy
Connect. Inform. Grow.
Copyright © 2011 Constant Contact, Inc. 2
Email Marketing Is…
� Delivering professional email communications
� to an interested audience
� containing information they find valuable.
2
Copyright © 2011 Constant Contact, Inc. 3
Email Service vs. Outlook
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
Copyright © 2011 Constant Contact, Inc. 4
Email Service vs. Outlook
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
■ Ensure email delivery, tracks results and obeys the law
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Copyright © 2011 Constant Contact, Inc. 5
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
Copyright © 2011 Constant Contact, Inc. 6
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
4
Copyright © 2011 Constant Contact Inc.
How People Are Using Email Marketing. . .
Copyright © 2011 Constant Contact, Inc. 8
Customer Spotlight: Educational Odysseys
List Size: 1,374
Open Rate: 36%
Location: Ashland, MA
Customer Since: March 2007
Website: www.educationalodysseys.com
■ Offers discounts for new and returning customers
■ Introduces new tours and destinations
■ Links back to website to read full articles and book
tours
“Creating nice e-mail layouts is easy with Constant
Contact templates and managing the e-mail lists is a
breeze. Overall, the program is very organized and
user-friendly as well as affordable.”
Cindy Weir ,
Marketing Director
5
Copyright © 2011 Constant Contact, Inc. 9
Atir Natural Nail Care Clinic
•List Size: 1,147•Open Rate: 34%•Location: Richmond, VA•Customer Since: November 2006
■ Free service for first time customers
■ Compelling offers and discounts
■ Announces new services
“ There is an ebb and flow of clients in the salon business and Constant Contact is the perfect tool to help retain customers.”
Kathleen Lin,
Owner
Copyright © 2011 Constant Contact, Inc. 10
Victorious Christian Living International
List Size: 1,468
Open Rate: 43%
Location: Phoenix, AZ
Customer Since: June 2006
Website: www.vcli.org
■ Sends coupons as follow up after events
■ Includes links to website and registration pages
■ Announces upcoming seminars and conferences
“We get great feedback all the time about our emails.
Overall, people are feeling cared about, thought
about, encouraged and uplifted.”
Valerie Paine,
Associate Director
6
Copyright © 2011 Constant Contact, Inc. 11
Tips for Marketing in a Down Economy
�1. Don’t panic/analyze your next move. Make sure that your next move is right for your business.
2. Know your value – What are the biggest benefits you provide to your customers.
3. Spend your marketing dollars wisely – Continue to spend but get the most for your $$.
Copyright © 2011 Constant Contact Inc.
Key # 1
Build Your List With Permission
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Copyright © 2011 Constant Contact, Inc. 13
Build Your List Where You Connect!
Website SignupService orSales Calls
Eventsand Meetings Email Signature
Customer & Prospect Database
In-store Guest Book
Making the Connection
Copyright © 2011 Constant Contact, Inc. 14
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
8
Copyright © 2011 Constant Contact, Inc. 15
Be a Trusted Sender
■ Remind recipients why they are receiving an email from you at the beginning of each message
■ Include unsubscribe or one-click opt-out line
■ Monitor your email frequency
Copyright © 2011 Constant Contact, Inc. 16
Spam – What is it?
Spam or Unsolicited Commercial Email(no relationship / no permission)
■ List purchase, CD-ROMs
■ Directory crawling
■ Email appending
•Don’t do it!
While it may seem tempting,it will have a negative impacton your business.
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Copyright © 2011 Constant Contact Inc.
Key # 2
Set Your Objectives
Copyright © 2011 Constant Contact, Inc. 18
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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Copyright © 2011 Constant Contact, Inc. 19
Informative Email
Advice, research, facts, opinions,
tips
QualityKnowledge
Savings
Relational Email
Special privileges, acknowledgement
Promotional Email
Discounts, coupons, offers,
incentives.
Provide Value to Your Audience
Copyright © 2011 Constant Contact, Inc. 20
Tips for Marketing in a Down Economy
4. Determine your marketing objectives and create a communications strategy.
5. Watch your competition – What are they doing and how do you compare.
6. Build customer loyalty to generate additional revenue.
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Copyright © 2011 Constant Contact Inc.
Key # 3
Choose Appropriate Format & Frequency
Copyright © 2011 Constant Contact, Inc. 22
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
12
Copyright © 2011 Constant Contact, Inc. 23
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 © 2011 Constant Contact Inc.
Key # 4
Get Your Emails Opened
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Copyright © 2011 Constant Contact, Inc. 25
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 © 2011 Constant Contact, Inc. 26
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 (2011)
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Copyright © 2011 Constant Contact, Inc. 27
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 © 2011 Constant Contact, Inc. 28
Tips for Marketing in a Down Economy
7. Fine tune & build your list – Quality over quantity.
8. Brand your business for maximum impact – branded and professional communications lead to repeat and new business.
9. Capitalize on Relationships – Use existing relationships to reduce expenses, generate referrals and co-promote.
10. Reward referrals – provide incentives for employees and others that help your business grow.
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Copyright © 2011 Constant Contact Inc.
Key #5
Create Compelling Content
Copyright © 2011 Constant Contact, Inc. 30
Creating Compelling Content
The Email “Body”
■ Provide relevant valuable information
■ Be clear and concise
■ Use appropriate graphics
■ Use white space effectively
■ Include “Call to Action” links
■ Create sense of urgency
■ Capitalize and punctuate carefully
■ Proofread
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Copyright © 2011 Constant Contact, Inc. 31
Valuable & Relavant Information
Focus on the content
■ It’s not about you
■ It’s about what you know
Trade useful information for attention
■ Will they talk about it when out with friends?
■ Will they look forward to your next communication?
Narrow your focus
■ Be an expert
“The fact that [some people] want
to help, for no other reason than
because they like to help, turns
out to be an awfully effective way
of getting someone’s attention.”
Malcolm Gladwell - The Tipping Point
Copyright © 2011 Constant Contact Inc.
Bonus Key #6
Track Your Results
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Copyright © 2011 Constant Contact, Inc. 33
Email Tracking CodeESP Interaction
+
How Tracking Works
Copyright © 2011 Constant Contact, Inc. 34
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
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As an
Added Bonus
I’ll send you a copy
Of this booklet
in my follow-up email!
Marketing in a Down Economy
Copyright © 2011 Constant Contact, Inc. 36
Additional Resources
■ 60-Day Free-Trial Account■ No Credit card – really free!
■ Use with up to 100 unique email addresses during trial
■ www.constantcontact.com/minnesota■ Seminar schedule on local events calendar
■ Mailing list and contact forms
■ Learning Center■ Live and recorded webinars
■ Daily live product tours
■ All the resources you need to successfully create and send a great email campaigns
■ Email Marketing Hints & Tips E-Newsletter■ Our monthly email newsletter featuring email marketing insights
■ ConnectUp! User Community■ Read and post to the discussion boards on issues that matter to you.
■ Business Partners & Professional Services■ Have some or all of your email campaigns done by our Professional Services Dept. or independent Business
Partners
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Copyright © 2011 Constant Contact Inc.
Thank You!