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© 2012
the power of e-mail marketing
© 2012
Robyn Mather
Founder, A Social State of Mind Authorized Local Expert
Constant Contact, New England
www.facebook.com/socialstateofmind
www.twitter.com/robynmather
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© 2012
why email? because…
95% of internet users
between the ages of 18
and 64 send or read email
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» eMarketer
© 2012
why email? it’s cost-effective… Direct Mail vs. Email
• for the same response, direct
mail costs 20 TIMES as much
as email
• email ROI:
$44.05 returned for every $1
spent
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» Forrester Research, Inc.
© 2012
why does email work? because people open email
from those they know and trust…
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…and simply delete everything else
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core elements delivering a professional
looking email …
…to an interested
audience…
…containing information
the recipient finds
valuable.
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how easy is it?
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pick a template
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“gradient” newsletter template
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change the images
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change the background
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replicate your branding
web
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make easy to view: VAWP
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make the connection Incoming or
Outgoing Calls
Events
and Meetings Email
Signature Online
Presence
Place of Business
Guest Book
GROW YOUR CONTACTS DATABASE
57% of consumers will fill out
a card to receive email alerts
when asked to by a clerk at a
local small business.
Transact Media Group
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1-minute networking – ask for permission
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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
• immediately handle unsubscribes (CAN-SPAM Act)
• monitor your email frequency
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© 2012
frequency + delivery • how often to send
– create a master schedule
– include frequency in online sign-up
– coordinate timing for maximum impact
– announcements / event invitations (as needed)
• when to send
– when is your audience most likely to read it?
– day of week
– time of day
– test, test, test
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© 2012
get email opened • The “from” line
– use a name the recipient will
recognize
– include your company name
or brand
– clearer the better
– shorter the better
– be consistent
60% of consumers say the
"from" line most often
determines whether they
open an email or delete it. Source: DoubleClick
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© 2012
get email opened • The “subject” line
– keep it short and simple
– you have 3 seconds or less
– 30-40 characters including
spaces
– incorporate a specific benefit
– capitalize and punctuate
carefully
30% of consumers say the
“subject" line most often
determines whether they
open an email or delete it. Source: DoubleClick
Jill’s Spa Jill’s Spa: 5 openings this Sat – Save 20%
Sumatra Coffee Shop Our Brazilian Dark Roast That You Don’t Want...
Financial Planner Inc 2 tips for getting audited by the IRS
John Smith Special Offer for You
Sales Leader Cold Calling Secrets that Really Wok
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© 2012
send engaging content
– share your expertise
– create exclusivity and
VIP status
– acknowledge your
audience
– entertain & be
humorous
– use text, photos,
podcasts, video
– use calls-to-action
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call your audience to action instruct them to: subscribe to your blog
share your content on social sites
connect with your social sites
print out a coupon/offer
call/email you for information
forward email to a friend
subscribe to your newsletter
purchase/donate
tell the reader WHAT to do, HOW
to do it, and that you want them
to do it right NOW!
© 2012
keep content concise email only essential
information – link directly to the information
– use bullets or summaries
– give instructions if necessary
host the rest of the
content… – on your website
– in a PDF document
– in a longer archived version
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what gets tracked?
Lots of Things…
Number Sent
Bounced Messages
Delivery Rate
Opens
Clicks
Forwards
Unsubscribes
Spam Complaints
aol msn yahoo att
blocking (81% delivered – CC 98%)
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what influences the open rate? – from / subject line
– delivery day / time
– list overuse, age, or
quality
– device people are
using
– images disabled
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why did people click through? – call-to-action
– compelling copy
– great offer
– want info
Learn interests to better target your audience
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© 2012
subject line activity*
• decide what you want to send
• mimic magazine headlines
• apply a formula:
e.g. number or ? + adjective + keyword + promise
bold promise: “selling your house in a day”
apply the formula:
“How To Effortlessly Sell Your Home in Less than 24 Hours”
*time permitting
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© 2012
get more help, locally
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Interested in becoming a Solution Provider? Text BIZGROWTH to 42828
http://marketplace.constantcontact.com
© 2012
what you could do next…
constantcontact.com/email-marketing/signup.jsp
create your first email today…
toll free: 866.876.8464
call a coach to learn more…
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