Copyright © 2011 Constant Contact, Inc.
5 Keys to Email Marketing
Email Marketing Is…
Delivering professional email communications
To an interested audience
Containing information they find valuable
2Copyright © 2011 Constant Contact, Inc.
$
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
Copyright © 2011 Constant Contact, Inc. 3
1 2 3 4 5 6 7
4
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 Regularly
Interested (Buy Later)
Not Now (Maybe Later)
Follow-up Purchases
& introduce to other products/services
Immediate Purchaser
Ongoing Interaction
Converting Leads to Customers
Copyright © 2011 Constant Contact, Inc.
Copyright © 2011 Constant Contact, Inc.
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
5
Sources:
1. Flowtown, 2010
2. Bain and Company
Copyright © 2011 Constant Contact, Inc.
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
6
Copyright © 2011 Constant Contact, Inc.
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
7
Copyright © 2011 Constant Contact, Inc.
Regular Email vs. Email Service Provider
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 unsubscribers
Improve email delivery, track results and obey the law
8
1Key #
Build Your List
With Permission
Copyright © 2011 Constant Contact, Inc.
Copyright © 2011 Constant Contact, Inc.
Build Your List Where You Connect
10
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
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
Copyright © 2011 Constant Contact, Inc
Copyright © 2011 Constant Contact, Inc. 12
Integrate Email Marketing and Social Media Marketing
Make a Join My Mailing List available on all social media platforms.
Make social media buttons a consistent part of all emails.
2Key #
Set Your Objectives
Copyright © 2011 Constant Contact, Inc.
Copyright © 2011 Constant Contact, Inc.
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
14
Copyright © 2011 Constant Contact, Inc. 15
Quality Knowledge
Savings
Content Has to Have Valueto Your Audience
Promotional Email
Discounts, coupons, offers, incentives.
Relational Email
Special privileges, acknowledgement
Informative Email
Advice, research, facts, opinions, tips
3Key #
Choose the Appropriate
Format & Frequency
Copyright © 2011 Constant Contact, Inc.
Copyright © 2011 Constant Contact, Inc.
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
17
Copyright © 2011 Constant Contact, Inc.
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
18
Get the maximumImpact with
Minimum intrusion.
Copyright © 2011 Constant Contact, Inc.
Use NutshellMail to Engage,on Your Time
Track your Page Insights
Reply from your Inbox
19
Read Fan comments
Sign up for a Free
NutshellMail Account.
www.nutshellmail.com
4Key #
Get Your Emails Opened
Copyright © 2011 Constant Contact, Inc.
Copyright © 2011 Constant Contact, Inc.
Matt Long
Joe Hahn
Nancy Feldman
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
21
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.
Matt Long
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
22
30% of consumers say the “subject" line most often determines whether they open an email or delete it.Source: DoubleClick
Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer
Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t.-Worldata, 2011
Copyright © 2011 Constant Contact, Inc.
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
23
SPAM
Example: Typical spam “From” and “Subject” lines
5Key #
Create Compelling Content
Copyright © 2011 Constant Contact, Inc.
Copyright © 2011 Constant Contact, Inc.
Coming Up With ValuableEmail and Social Content
Share your expertise
Use facts & testimonials
Give guidance & directions
Offer discounts & coupons
Exclusivity & VIP status
Hold contests & giveaways*
Acknowledge your audience
25
* Check applicable regulations before deciding to hold a contest or giveaway
Copyright © 2011 Constant Contact, Inc.
Calling Your Audience to Action
Calls to Action include… Links to click on
Information to print out
Phone numbers to call
Instructions for reading the email
Instructions for saving the email
Describe the immediate benefits… What’s in it for your audience?
Why should they do it now?
26
Copyright © 2011 Constant Contact, Inc.
Extend the Reach of Your Email
Make your content shareable
Encourage readers to Like and Share your Email across their social networks
Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content
Use a sharebar to collect contacts wherever your email is shared
27
6BONUS - Key #
Track Your Results
Copyright © 2011 Constant Contact, Inc.
Copyright © 2011 Constant Contact, Inc. 29
Analyze “Open” Rates
Use open tracking to spot trendsOpen rates trending down
Fewer subscribers are enabling images
Fewer subscribers are clicking links
Steady open rates Assume email is being received
Check your ESP’s average delivery rate
Reporting Page
Copyright © 2011 Constant Contact, Inc. 30
Capitalize on Click-Throughs
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
Reporting Page
Copyright © 2011 Constant Contact, Inc.
Encourage and Reward Email Forwards and Online Reviews
31
Forwards Use your forward report to:
Thank people who forward your emails
Learn about the value of your email content
Encourage online reviews by those who forward your emails
Help your most passionate customers spread the word Ask them to forward your
email and write online reviews
Copyright © 2011 Constant Contact, Inc. 32
Measure Increases in Overall Reach
Social Stats shows “Shares” and “Likes” for Shared Email Campaigns
Take the Next Step
Sign up for a free Email Marketing trial.Satisfaction guaranteed.
Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow!
Sign up today! Fill out a card at the registration deskor
Call toll-free: 866-876-8464
Email + Social =Success, Guaranteed.
FREE!
Attend a Free Webinar Learn more about how social media marketing can help small business and nonprofits optimize marketing efforts.
constantcontact.com/learning-center
Get a Social Media Quickstart!Get started building connections through social media marketing, today!
socialquickstarter.com
Copyright © 2011 Constant Contact, Inc.
34
Thank You & Questions
Copyright © 2011 Constant Contact, Inc.
Steve RobinsonSenior Regional Development Director | Illinois
Search for Constant Contact Illinois
@ctctillinois
Search for Steve Robinson
www.constantcontact.com/illinois
Upcoming Seminars
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
Customer Spotlight: Basket Thyme
List Size: 5,179
Open Rate: 33.9%
Location: Highland Park, IL
Customer Since: April, 2006
Website: www.basketthyme.com
Sends frequent promotion campaigns as well as announcements, event invitations and holiday greetings.
Uses reports to analyze success of campaigns.
Professional look of templates helped establish business presence and credibility.
Sees immediate increase in business after sending a campaign — sometimes by as much as 20%.
“Because I’ve gotten in front of my customers, they remember me for their special occasions.”
Sue Monhait, owner
Copyright © 2011 Constant Contact, Inc.
Customer Spotlight: Chicago a cappella
List Size: 3,267
Open Rate: 29.40%
Location: Chicago, IL
Customer Since: April, 2004
Website: www.chicagoacappella.org
Sends out monthly newsletter with concert updates, behind-the-scenes info, and event notices.
Able to reach broader audience for less money.
Appreciates CTCT customer support responsiveness and Hints & Tips email marketing best practices newsletter
Enthusiastic response to special offer expanded audience.
“Like most organizations we couldn’t survive without effective email communications.“
Matt Greenberg, executive director
Copyright © 2011 Constant Contact, Inc.
Customer Spotlight: Wesley Foundation
List Size: 291
Open Rate: 49%
Location: Urbana, IL
Customer Since: August 2006
Website: www.wesleyui.org
Announces new projects and services
Provides links to register for events
Links to areas of interest on website
“With our pre-established email list there was no database work that needed to be done and we knew we wouldn't miss any of the daily devotions. It is so nice letting our congregants decide what they do and do not want to receive.”
Robert Kirby,
Wesley Foundation
Copyright © 2011 Constant Contact, Inc. 38
Customer Spotlight: Big Jones
List Size: 3237
Open Rate: 32.1%
Location: Chicago, IL & Suburbs
Customer Since: 2008
Includes a mix of content in each email
Closely monitors opens for each email and compares to previous emails so they can determine how to keep emails interesting
All of our Constant Contact emails have links to our Twitter, Facebook, and blog channels
“The best way we know that our emails are effective is when customers talk to us in person and tell us that they are dining with us because of a special that we mentioned in a recent email!”
Mark Armantrout
Big Jones Restaurants
Copyright © 2011 Constant Contact, Inc. 39
Customer Spotlight: Anchor Advisors
List Size: 713
Open Rate: 32.3%
Location: Chicago, IL
Customer Since: 2003
Content is hard, and good content is really hard. The key to having high quality, consistent content is to get help
Being concise is critical. We post just a paragraph in the newsletter, then let them click through to the website to see the rest
My newsletter article is always content that I'm also sharing in those other channels
“The newsletter helps to keep us top of mind and to demonstrate expertise so that we can SHOW and not just tell people about what we do.”
Brad Farris
Anchor Advisors
Copyright © 2011 Constant Contact, Inc. 40
Customer Spotlight: Friends of the Parks
List Size: 713
Open Rate: 32.3%
Location: Chicago, IL
Customer Since: 2007
Friends of the Parks is a nonprofit park advocacy group dedicated to preserving, protecting, and improving Chicago’s parks and forest preserves for all citizens.
Using email tools to organize numerous volunteer work days, including many around Earth Day – tree plantings, clean-up days, etc.
When using Outlook to manage email lists and send basic text “newsletters” to members and volunteers she knew that she needed a better solution. After switching to Constant Contact, what used to take her 30 minutes to send, now takes her seconds.
“We switched to the smaller mailing, and are letting our email and event marketing tools do the heavy lifting at a fraction of the cost. We are saving a lot of money by using email.”
Amy Donatell
Friends of the Parks