3 keys to email mktg
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Copyright © 2010 Constant Contact Inc.
3 Keys to Email MarketingConnect. Inform. Grow.
Introduction
Copyright © 2010 Constant Contact, Inc.
2
RDD Name Regional Development Director Constant Contact, Inc.
Email: RDDEMAIL@constantcontact.com Schedule: www.constantcontact.com/REGION
facebook.com/RDDINFO
@RDDINFO
RDDs: Insert your photo here
Copyright © 2010 Constant Contact, Inc. 3
Email Marketing Is…
…delivering professional email communications…
…to an interested audience…
…containing information they find valuable.
Copyright © 2010 Constant Contact, Inc. 4
Using an Email Service Provider
Email Service Providers 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 unsubscribes
■ Improves email delivery, tracks results and obeys the law
Copyright © 2010 Constant Contact, Inc. 5
Acquiring Customers
It Takes Time, Money, Energy & Effort…
On average, it takes 7 touches for a sale to occur.
■ Some buy right away
■ Others research and try
■ Some show interest but don’t trust you
Copyright © 2010 Constant Contact, Inc. 6
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
Interested (Buy Later)Not Now (Maybe Later)
Immediate &Follow-on Purchases
Immediate Purchaser
Ongoing Interaction
Converting Leads to Customers
Copyright © 2010 Constant Contact Inc.
Key # 1
Build Your List With Permission
Copyright © 2010 Constant Contact, Inc. 8
Build Your List Where You Connect!
Website SignupService orSales Calls
Eventsand Meetings Email Signature
Customer & Prospect
Database
In-store Guest Book
Making the Connection
Copyright © 2010 Constant Contact, Inc. 9
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 © 2010 Constant Contact Inc.
Key # 2
Set Your Objectives,Then Choose AppropriateFormat & Frequency
Copyright © 2010 Constant Contact, Inc. 11
Set Your Objectives
“I want to…”
■ Promote■ Motivate purchases
■ Increase event attendance
■ Inform■ Inform potential
customers
■ Differentiate my business
■ Relate■ Increase loyalty
■ Encourage more referrals
Copyright © 2010 Constant Contact, Inc. 12
Informative EmailAdvice,
research, facts, opinions, tips
Quality Knowledge
Savings
Relational EmailSpecial
privileges, acknowledgem
ent
Promotional Email
Discounts, coupons, offers,
incentives.
Provide Value to Your Audience
Copyright © 2010 Constant Contact, Inc. 13
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
Copyright © 2010 Constant Contact, Inc. 14
Frequency & Delivery Time
How often to send
■ Create a master schedule
■ Include frequency in online sign-up “Monthly Newsletter”
■ Keep content concise and relevant to planned frequency
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
Maximum impact with minimum intrusion
Copyright © 2010 Constant Contact Inc.
Key # 3
Get Your Emails Opened
Copyright © 2010 Constant Contact, Inc. 16
Getting Email Opened
The “From” line
■ 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
60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick
Copyright © 2010 Constant Contact, Inc. 17
Getting Email Opened
The “Subject” Line
■ 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 techniques inherent in spam emails.
Emails with shorter subject lines significantly outperformed emails with longer subject lines.
- MailerMailer (2008)
Copyright © 2010 Constant Contact, Inc. 18
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
Example: Typical spam “From” and “Subject” lines
Copyright © 2010 Constant Contact Inc.
Bonus Key #4
Track Your Results
Copyright © 2010 Constant Contact, Inc. 20
Email Tracking CodeESP Interaction
+
How Tracking Works
Copyright © 2010 Constant Contact, Inc. 21
Analyzing “Open” Rates & Click Thru’s
Use 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
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
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! Provide your card and we’ll follow up.or
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.
Introduction
Copyright © 2010 Constant Contact, Inc.
23
RDD Name Regional Development Director Constant Contact, Inc.
Email: RDDEMAIL@constantcontact.com Schedule: www.constantcontact.com/REGION
facebook.com/RDDINFO
@RDDINFO
RDDs: Insert your photo here
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