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8 Keys to Email Marketing
Elyse TagerRegional Development Director
Constant Contact
.
About Me
Elyse TagerRegional Development Director
Silicon Valley/San Francisco
Twitter: @elysetagerFacebook: Constant Contact/Elyse Tager
LinkedIn: http://www.linkedin.com/in/elysetager
Seminar Calendarhttp://www.constantcontact.com/local/sfbayarea/index.jsp
Want to Really Build your Business?
Email marketing has been around for awhile, and is important for your business.
But email marketing combined with social media will give you greater reach, more engagement and do the best job of increasing number of customers and sales
Agenda• Build Your List with Permission• Set Objectives• Format & Frequency• Get Your Emails Opened• Create Compelling Content• Track Your Results• Segment Your List• Email + Social = Success
Today You Will Learn
• Best practices for creating email communications that are effective, compelling, responsive and will drive your business forward.
Copyright © 2011 Constant Contact, Inc.
Constant Contact
Event Marketing
Social Campaigns
Email Marketing
Online Survey
• Engagement Marketing tools
• Online Marketing solutions for over 500K SMBs, Non-Profits, Associations
• Unrivaled KnowHow, education, and free coaching with a personal touch • Award-winning customer support.
Engagement Marketing tools
Email Marketing Is…– Delivering
professional email communications
– To an interested audience
– Containing information they find valuable
8Copyright © 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.9
1 2 3 4 5 6 7
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
10
Sources:1. Flowtown, 20122. 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
11
1Key #
Build Your List
With Permission
Copyright © 2011 Constant Contact, Inc.
Copyright © 2011 Constant Contact, Inc.
Build Your List Where You Connect
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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
2Key #
Set Your Objectives
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
16
3Key #
Choose the Appropriate
Format & Frequency
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
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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
19
Get the maximumImpact with
Minimum intrusion.
4Key #
Get Your Emails Opened
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
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, 2012
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
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
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
6Key #
Track Your Results
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Analyze “Open” RatesUse 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
– Check your ESP’s average delivery rate
Reporting Page
Copyright © 2011 Constant Contact, Inc.
29
Capitalize on Click-ThroughsUse 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
30
Measure Increases in Overall Reach
Social Stats shows “Shares” and “Likes” for Shared Email Campaigns
7Key #
Segment Your List
Collecting Information and Permission
32
Include your logo and brand identity
Describe your email content and how often you’ll be sending
Ask about your customers’ interests to stay relevant
Ask for additionalcontact informationwhen necessary
C o n s i d e r a s k i n g f o r y o u r a u d i e n c e ’ s p r e f e r r e d s o c i a l n e t w o r k .
8Key #
Email + Social = Success
Copyright © 2011 Constant Contact, Inc.
34
Email + Social = Success
Make a Join My Mailing List available on all social media platforms.
Make social media buttons a consistent part of all emails.
Move The Needle
Build/consolidate your email list
Set up 1, 2 or 3 templates and leave them alone
Map out an email communication calendar for the next 3 months, (or more!)
Nothing happens unless you hit “send”
Move the Needle
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
36
Move The Needle
• Build your list with permission – quality is more important than quantity
• Set objectives for your business• Create compelling and valuable content• Track your results and read your reports• Email + Social = Success, you can’t have one
without the other
Key Takeaways
www.onlinemarketinginstitute.org
Thank You