The Power of the Inboxsmevictoria.com/wp-content/uploads/The_Power_of... · Why email marketing? 2.Harnessing the power of the inbox a. Growing a healthy list b. Creating great content

© Constant Contact 2016

The Power of the Inbox Tips and Tricks for Successful Email Marketing


Robyn Quinn President, Big Bang Communications

[email protected]

Welcome

Questions after the event? 250-415-7020 facebook.com/bigbangcommunications @PR4Science

mailto:[email protected]

What is email marketing?

Delivering professional email communications to an interested audience containing information the recipient finds valuable that looks great in any inbox!

What can it do for your business?

“Every time I send out an email, I get a sale in 15 minutes. Overall, I get up to four times as many sales with these newsletters than I did

with my old ones, and they’ve gone from about $50 per order to $100.”

- Irene Schmoller, founder Cotton Clouds

Drive revenue and profit.

http://www.cottonclouds.com/index.asp

What can it do for your business? Create and increase awareness. “The emails are an important reinforcement of

brand. I get calls from people I’ve never met all the time. They get the newsletter, or a friend of theirs

gets the newsletter, and they know I’m the person to call. It really helps establish credibility upfront.”

- Brandon Stewart, realtor at David Griffin & Company Realtors

http://www.mod214.com/

What can it do for your business? Boost repeat business.

“It has definitely been the easiest way to reach people. If we have a slower day and know that we want to reach local people, we can create a quick email and will get at least a few calls right away.”

- Christine Copertino, spa director for Allegria Spa

http://www.allegriaspa.com/



You need to harness the power of the inbox. Are you ready?

Agenda

8

1. Why email marketing?

2.Harnessing the power of the inbox a. Growing a healthy list

b. Creating great content

c. Designing a beautiful, mobile-friendly template that matches your brand

d. Getting your email opened

e. Tracking your results

3. Putting it all together

Agenda

9









A: Email More than half of all emails are opened on a mobile device

Q: What is the #1 app on smartphones?

More people own a cell phone than own a toothbrush!

Source: Litmus


Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey

People read it

88% regularly check email on their

smartphones

91% of people check their email daily


It’s reliable

Email gets delivered

90+% of the time

…Facebook posts reach just 2% of fans

Why Email? Because it works everywhere.

Email marketing has

3x the conversion rate as social media

For every $1 spent on email marketing, there is a

$44.25 average ROI


First impressions


matter.

•Should your first impression be…

16

Should your first impression be this: Or this? …this or this?

17

• Limited sending

• No formatting control

• Susceptible to filters

• No cohesive branding

• Potential SPAM complaints

• No tracking or reporting


Why regular email doesn’t work Why regular email doesn’t work

Agenda

18








2. Harnessing the power of the inbox: Grow a healthy list

How to Ask: The importance of permission

Get express consent

Offer opt-out

Be straightforward

Respect privacy

Be legally compliant

21

Where to Ask: Everywhere you’re online

1

2 3

22

Fishbowl

Sidewalk signs But really, just ask.

Where to Ask: Everywhere else!

Events

The #1 reason for an unsubscribe is irrelevant content.

Don’t forget - give them a reason to join your list and let them know when to expect it.

25

Ongoing education VIP preference Insider news

E-book, whitepaper

2. Harnessing the power of the inbox: Grow a healthy list

Updates Special Deals

Agenda

26








2. Harnessing the power of the inbox: Creating great content

Put your readers interests ahead of your own.


Focus on being relevant

Figure out how much is

“enough”

Turn questions into content

Images are content too

28


Source: MarketingSherpa

Write for your audience, not for you.

send it to spam if it’s irrelevant

unsubscribe if it’s boring 38%

32%

20 lines of text or less

Less is more.

30


Source: http://news.constantcontact.com

3 pictures or less

Fewer links, more clicks


steep decline 3+

most clicks

1 eh... okay

2 less to no clicks

5+

Clicks per Link

0

0.01

0.02

0.03

0.04

0.05

0.06

0.07

0.08

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Number of Links

Cli

ck

Ra

te

5 Ways to Protect Your Pipes this Winter

Your Top 3 Mileage Deduction Questions

10 Ways to Increase Event Attendance

How do I ensure my pipes won’t burst this winter?

Can I deduct the mileage I drive for volunteering?

How do I get more people to attend my events?

32

…Into Content Turn Questions…



Images are content too! 90% of information processed by the brain is visual content

33 Source: www.adweek.com

Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015 35

• Make images clickable

• Keep key action above the scroll

• Limit the choices!

Communicate through Content


Agenda

36








2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template

Look great – and recognizably you – in any inbox!


Optimize for mobile

Ensure consistent branding

38


Facebook

• Be consistent

• Use images

• Use similar language

Email Website

Be recognizable. Everywhere.

2. Harnessing the power of the inbox: Get your email opened

1. Single column template

2. Fewer than 3 images

3. Fewer than 20 lines of text

4. No more than 3-5 links

5. Action above the scroll line

Simple recipe for success...

Agenda

41









Give them 4 reasons to pay attention.


Recognized Sender

Compelling Subject

Good Timing Easy Social Options

43

Who sent it? How do people know you best?

Make your “from name” and “from email” recognizable.

Source: Inwise 44

open an email based on the subject line. More than 1/3 of people

Source: Litmus 46

30-40 characters max

6-10 words max

Control “pre-header” text

Size matters.

Keep it short.

Monday Tuesday Wednesday Thursday Friday

Restaurants Accountants &

Financial Advisors

Hotels, Inns, B&Bs

Religious Organizations

Arts & Crafts

When is it best to send emails?

50

7:00 am 6:00 am 7:00 am 12:00 pm 5:00 am

Agenda

53








2. Harnessing the power of the inbox: Tracking your results


Know what metrics matter

Use data to make

decisions

Focus on the “click through”

Don’t guess. Use metrics.

55

OPENS


• Gauge interest

• Determine best day/time

Industry averages: 8-28%

56


CLICK-THROUGHS

• Measure success

• Identify engaged readers


57


DID NOT OPENS

• Re-engage audience

• Test new methods


58


OPT-OUTS

• Collect feedback

• Adjust mailing strategy

Industry average: <1%

59


BOUNCES

• Identify “bad” addresses

• Maintain clean lists

Industry average: 2-14%

60


Making decisions based on LOW metrics

Low Opens Low Clicks

• Have recognizable from name

• Write interesting subject line

• Send timely emails

• Have a strong call to action

• Keep email short

• Send targeted emails

61


Making decisions based on HIGH metrics

High Opens High Clicks

• Find the best time & day

• Identify best keywords

• Segment ‘super fans’

• Format links to stand out

• Offer links to preferred content

• Segment ‘super clickers’

Agenda

65









What an “ideal” email looks like…

Include your business name in ‘from name’ text

66


Subject line: keep it short (8 words, 35 characters)

Make your logo clickable to your website

Communicate through images and make them clickable. Keep to 3 or fewer

•What an “ideal” email looks like…

Write pre-header text to entice readers

•What an “ideal” email looks like…

Less is more. Focus on relevant content. About 20 lines of text.

67

Include a clear call-to-action above the scroll line

Minimize the number of links. One is best, after 3 clicks drop

off significantly.

Use social media buttons

Apply your brand colors

69

•Small business marketing is...

Nurturing relationships. Delivering on your promise. Getting measurable results.

Exclusive Offer for SME members

30% OFF for your first 3 months of Email or Email Plus

Three hours of coaching with Robyn Value: $450

Promo Code: 2016SAVE

Market with Constant Contact!

*This promotion (the "Promotion") begins on Wednesday, July 13 at 12:01 a.m., Eastern Time ("ET") and ends on Friday, September 30, 2016 at 11:59 p.m., ET (the "Promotion Period"). If eligible Constant Contact customers purchase either the Email or Email Plus package levels of Constant Contact during the Promotion Period, they will receive a discount of 30% off of such purchased product for the first three months after they become a paying customer. Constant Contact customers will be eligible to participate in this Promotion if they (i) are a Constant Contact trial account holder or a new Constant Contact customer who has never been a paying Constant Contact customer, and (ii) become a paying Constant Contact customer and either enter the applicable promo code during check out by 11:59 p.m., ET, on September 30, 2016 or call their Constant Contact Authorized Local Expert and mention this offer during their Constant Contact Authorized Local Expert’s normal business hours during the Promotion Period. After the first three months have ended, eligible participants will automatically be charged the current retail price for the product unless they cancel their accounts or the applicable product. This Promotion cannot be combined with any other Constant Contact promotion or special offer. Constant Contact offers a 30-day money-back guarantee on purchases of certain Constant Contact products, as more fully described at www.constantcontact.com/pricing. Constant Contact reserves the right, in its sole discretion, to suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the Constant Contact terms and conditions. This offer is not available to clients signed up under Single Bill.

The really small print


Robyn Quinn President, Big Bang Communications [email protected]

Thank you

Questions after the event?

Call me 250-415-7020 @PR4Science

mailto:[email protected]

Documents

The Power of the Inboxsmevictoria.com/wp-content/uploads/The_Power_of... · Why email marketing? 2.Harnessing the power of the inbox a. Growing a healthy list b. Creating great content