Embed Size (px)
DESCRIPTION
Leveraging, Growing and Enhancing E-Mail Communication will be presented by Jodi Jahrling, a Constant Contact Authorized Local Expert, in the council chambers of the Snowmass Village Town Hall. Email is more important than ever to the communication efforts of businesses and nonprofits everywhere; and to the customer, donor, client or supporter of those organization. This session will reveal some simple but effective best practices and considerations for the small business or nonprofit seeking to make their email newsletters more effective.
Citation preview
Halfmoon YogaHalfmoon Yoga
B•B•Q
Campaigns That Drive Action: Newsletters & Announcements
Featuring email engagement.
© 2014
3
Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Events& Registrations
Offers& Promotions
Newsletters& Announcements
Feedback& Surveys
4
Agenda
What are campaigns, newsletters?
Next Steps
Campaigns & Newsletters | Email | Next Steps
6
marketing
Campaigns & Newsletters
At its core, marketing is abouteliciting a physical and measureable
response
pull response
7
Campaigns & Newsletters
What is acampaign?
push content
8
Campaigns & Newsletters
What is anewsletter?
9
Campaigns & Newsletters
Different types of newsletters
Newsletters
Keep your audience in-the-know Card or announcement
WOW!
Custom code email
101001
Business letter
Press release
Campaigns & Newsletters | Email | What’s Next?
11
What you know that they don’t
What you have access to that they don’t
“Original” isn’t required… just be interesting and relevant
What do I write about?
12
How much is enough?
Focus.
Less is more.
?51%
November 2013
13
A picture is worth...
14
A picture is worth...
Pictures get 47% more click-through activity than content without images, but…
…don’t over-rely on images!
Be sure to use text labels in case images aren’t displayed by the recipient’s mail program.
Don’t use images of your content.
Remember: your content is viewed on mobile devices…
A picture is worth...
15
Use images carefully!
16
Got pics?Some channels thrive on visuals
17
Repurpose & Reuse
Campaign exercise…
1 Select 1 or 2 campaign types you might want to try
2 What might you write about?
3Which channels make sense for you and your campaign and your message?
Who is it “from?”
What’s the “subject?”
When do you send your communication?
Now, later or neverThree little words that rule your world
20
Who is it from?Winning the battle of priorities
CAN-SPAM Actgo to www.business.ftc.gov and search “CAN-SPAM”
How will you be most recognizable?
21
Look greatBrand consistency
Subject lineWinning the battle of priorities
SECONDS WORDS TODAY
23
Winning the battle of priorities
Tomorrow: Need 3 Hammers –Can You Help?
Joe’s Pet Store Newsletter
ALERT: Help your dog beat the heat!
Children’s ClassesStill time! Openings available for children’s classes.
March Newsletter
24
Monthly is most common
Ask yourself: “When are my readers likely to take the action I want?”
When to send
25
Find your best day
Send your e-mail, watch for best response
Select 3 days in the week to test
Divide your list into3 groups of people
1
2
3
26
Find your best time
Select 3 times on the day with the best results
Use same 3 groups of people
Send email at 3 different times of day, note time with best results
1
2
3
27
When to send or postDo not be romanced by a high open rate –
measure actions!
28
67% don’t see images by default
Text links get more clicks than buttons
Place your logo left or center in email
Include company name in text
Practical advice
29
Key action must be above scroll line
Do not give too many choices
Make all images clickable (and with text labels)
Practical advice
(and on your mobile device)Test it on yourself!
Campaigns & Newsletters | Email | Next Steps
31
Next Steps
Tools to expand your reachSimple Share tool
32
Next Steps
Tools to expand your reachSocial media buttons
33
At register
With the check at end of the meal
On registration forms
Next Steps
Tools to expand your reachOffline
34
Web sign-up tool(app for website, Facebook, etc)
Next Steps
Tools to expand your listOnline
35
Next Steps
Tools to expand your list
Text to Join™ from Constant Contact
TXT
Scan to Join™from Constant Contact
36
Next Steps
Tools to expand your list
Apps
Content calendar for all channels
S M T W T F S
1 2 Tips for Spring
• Newsletter
3 4 5
6 7 Motivation
Monday
8 9 10 11 New Product
• Newsletter
12
13 14 Motivation
Monday
15 16 Staff Pics
• Newsletter
17 18 19
20 21 Motivation
Monday
22 23 24 Event Photos
25 26
27 28 Motivation
Monday
29 Sale
• Newsletter
30 Newsletter
regular newsletter
blog post
theme days
multimedia
news/promotions
Q&AConnect with me on LinkedInwww.LinkedIn.com/in/JodiJahrling
Jodi JahrlingMobloggy®
