Planning Email Marketing (2) · Planning for Email Marketing Questions to Answer and Planning Suggestions for Success ... Nearly 40% of people receive more email than expected at

Copyright © 2008 Constant Contact Inc.

Planning for Email Marketing

Questions to Answer and Planning

Suggestions for Success

Copyright © 2008 Constant Contact, Inc.

Agenda

■ Types of Email Communications

■ What Do I Want to Achieve

■ Who Should I Send to

■ When Should I Send

■ Providing Value


What type of Communication?

Three Main Types

1. Regularly Scheduled

2. Promotions

3. Events



Promotional

Action Oriented

■ Drive Traffic

■ Drive Sales

■ Drive Traffic To Retail Store / Site

■ Obtain Donations

Contains Calls to Action

■ Purchase Now Link

■ Click for More Information

■ Click to Donate

Lead with Real Benefits

In all of your marketing communications (email, web, phone &

mail) lead with real proven benefits and personalize the

communication to the needs of the audience. -MarketingSherpa Special Report: Marketing During a Down Turn 2008



Regularly Scheduled Communications

Most common is the Newsletter but other styles are common

■ Product/Service Updates

■ Related Information to breaking news

■ Holiday Communications

Establishes trust and credibility within your target market

Builds a Relationship = Retention and Loyalty

Continues to establish as authority on subject

Educationally-Focused rather than just promotional

Widens your Audience Exposure



Event Driven

Soft Sell

Create Awareness

Establish your organization as an expert

■ The “Go To” or Provider of knowledge on the subject

Relationship Focused

Include Event Details

Opportunity of Sponsorship


What are the goals for the Communication?

Define and determine the best way to measure success.

Heavier investing in online is working well since many competitors are reducing marketing investments and our collective share of voice is increasing our sales.-MarketingSherpa Special Report: Marketing During a Down Turn 2008


Promotional Communication Goals

Goal

■ Sell Item or Service

■ Sign up for List / Waiting List

■ Traffic to location or Website

■ Obtain Donations

Measure

■ How many sold

■ Growth of List

■ Coupons Redeemed

■ Amount Raised

Measure your ROI, if you can not today, invest in this

ability.

If you have bulletproof numbers on revenues and ROI’s of

Marketing programs it becomes a simple conversation on

where to spend..-MarketingSherpa Special Report: Marketing

During a Down Turn 2008


Regular Communication Goals

Goal

■ Keeping my Business in Subscriber’s Mind (Opens)

■ Establish your Organization as the Expert (Opens/Clicks)

■ Drive Traffic to Website (Clicks)

■ Increase Exposure (Forwards)

Measure

FAQ 3194: See how your metrics compare to other Constant Contact customers

Be ruthless with measurement; monitor results and react quickly

Measure the ROI on every little thing. Measure by both the program and campaign. Make your

money work the hardest for you. -MarketingSherpa Special Report: Marketing During a Down Turn 2008


Event Driven Communication Goals

Goal

Sign Up for Event

Show Up at Event

Widen Exposure

Measure

Number of People Clicked and Registered

Number of “Give Away” items with Call to Action Coupon offer

Number of forwards

Results of Post Event Survey

� Educational resource

� Leverage responses for new testimonials

� Highlight positive feedback in future newsletters


Send a Diversity of Types and Formats

■ Promotions– Single / Double / Triple– With educational content

■ Quick Hits of Information– Industry updates– Product updates– Event updates

■ Long form Editorial– Newsletter w/out promos– Newsletter w/promos

� Identify segments

� Remain consistent with overallbranding

TEST to see what interests your audience

For example:

� B to B subscribers prefer Card layout

� B to C subscribers prefer Newsletter layout

Segment that prefers quick hits?

Test, Test, Test

Improve your results without spending

additional money. Real Time A/B Split testing

for headlines, graphics and copy. -MarketingSherpa Special Report: Marketing During a Down Turn 2008


Who should this communication reach?


The Question of Who

Remember: With every irrelevant email, you are diminishing the relationship with that subscriber

The audience that will find it Interesting and Relevant

Segmentation

� The more you know, the better you

can hit their interests

Email users were 72% more likely to respond to a business email if its content was based on the interests they had specified. – DoubleClick, 2007

� If not interested they may mark it

as SPAM

56% of consumers consider marketing

messages from known senders to be SPAM if

the message is “just not interesting to me.” -Q Interactive, 2007


The Question of Who

Review your results

� Include links that feed into that segment’s interests.

� Was the message something they care about?

� Which links were most effective?

Success = Opens + ClicksConstant Contact Clicks Report


When should email communications be sent?


Know your Subscribers

When is the best time to send the communication?

Historic Starting Point:

B2B: Monday thru Wednesday between 10:00 AM and 2:00 PM

B2C: Tuesday thru Thursday between 11:00 AM and 3:00 PM

Watch for trends in your Opens Report

When is your audience most likely to open your message?


Frequency

Content should drive frequency

� Send Less if you can not provide Fresh and Relevant Content

Not sure what your audience wants?

� Ask them with a survey

� What topics are you interested in?

� How often would you like to receive information from us?

� How often would you like to receive special offers from us?

Constant Contact survey template: Newsletter satisfaction

More email doesn’t mean more response(More relevant email does!)


Frequency

Let them know how often you plan to send each type at Sign Up

� They will be expecting your emails

Nearly 40% of people receive more email than expected at sign up.- 2007 Return Path Study: Email Remains Integral for Ecommerce

Example from an effective Sign Up Form Introduction:

“You will receive the monthly GLTR newsletter at the beginning of each month. In addition, we are now sending out emails of Event

Updates in your area around the 15th of each month. Please select which sports you would like to hear event updates about.”

When asked why recipients unsubscribed to opt-in emails, 40% said they were getting too many offers. - Jupiter Research, 2008


Promotional Communications

Is there a Time Limit on the offer?

Make sure the communication creates a sense of urgency around the Call to Action.

Follow up with a Last Chance communication for those who have not

responded.


Regularly Scheduled Communications

How often is too much or not enough?

■ Average touch rate is twice a month

� E.g. Newsletter and update/promotion

■ Communicate at least 4 times a year

� Increases odds of being “top of mind”

■ Under-promise and over-deliver

� Better to provide a good quarterly newsletter than a mediocre monthly one


Event Driven Communications

How many days/hours of notice and

registration time do they need?

■ 5-6 weeks before the event: Send the personalized invite

■ 3 weeks before: Send 2nd announcement

■ Include new offer/special discounts

■ Announce any special guests who are attending

■ 2 days before: Send final reminder with

date/time/location

Tips:

2 announcements and 1 reminder

Include the event in your newsletter

■ Send a follow up those that did attend and also to those that did not attend


Mon Tue Wed Thu Fri Sat Sun

1Gift Idea Email

2Newsletter

3Weekend Sale Specials-PM

4 5 6

7 8 9Mother’s Day Gift Ideas-Extended Hours

10 11Last day for delivery

12 13Mother’s Day

14 15 16 17 18 19 20

21 22 23 24Summer Specials-Extended Hours

25 26Memorial Day Weekend

27Memorial Day Weekend



30 31

Regular

Communication

Holiday/Event

Effecting Business

Promotional

Communication

Date Deadline

Communication

When do I send?


What is the Value of the communication?


Providing Value

Don’t just promote

If subscribers find value in your email,

they are more likely to open your next email.

E.g. Sell BBQ Grills

Write monthly newsletter

� Guides to choosing cuts of meat

� Barbeque recipes

� Grill maintenance tips

When consumers trust a brand, they are willing to pay a little more. You can rise above the clutter

for a lower out-of-pocket cost and resonate more deeply with your intended consumer. As long as your

price isn’t completely out of the ballpark, then trust can be the deciding factor. –”Building Brands In A Recession”,

Online Spin Blog,” Cory Treffiletti April 2, 2008

Recipients will remember you when they are ready to buy


Providing Value

Before After


Can you offer something?

Something Low or No Cost

Adds Value for the Subscriber

Provides Reason for the Email

Example:

Opportunity

Sign up for an RSS related to a hot button issue.

RSS: Live feed

Benefit

A pool of topics that can be sources

for articles in your newsletter.

Providing Value

Handout: Content Suggestions


Remember about Email Marketing

Studies show in past recessions, companies who continued to aggressively market themselves realized an average sales growth of

275 percent over the next five years, versus a 19 percent growthrate of those who significantly cut marketing expenses.

–”Maximizing Your Marketing Resources”, Go-To-Market Strategies, April 25,2008


Want more on what we covered today?

1. Email Marketing Demo

2. Building Better Lists3. Promotions Planning & Design4. Newsletter Makeover5. Online Survey Demo6. Email Deliverability7. How to Boost the Response to Your Email

Want to attend more free live webinars? Check out the upcoming sessions in our

Learning Center at http://www.constantcontact.com/learning-center/index.jsp.

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A Guide & Planning Calendar

■ 25 Question to Answer before

you send your Communication

■ Content Resources/Ideas

Handout

■ Planning Calendar

Mon Tue Wed Thu

Fri Sat Sun

1Gift Idea Email

2Newsletter

3Weeken

d Sale

Spec

ials-PM

4 5 6

7 8 9Mother’s Day Gift

Ideas-Extended

Hours

10

11Last day

for delivery

12 13Mother’s

Day


Templates Used

Holiday – Mother’s Day II Promotions - My Image II

Newsletter - Fitness Cards - Professional

Promotions - My Image I

Newsletter – Crisp I

Documents

Planning Email Marketing (2) · Planning for Email Marketing Questions to Answer and Planning Suggestions for Success ... Nearly 40% of people receive more email than expected at