e-newsletters · email marketing: the good, the bad, the ugly • email vs email marketing • less...

e-newslettersthe good, the bad and the ugly

© Constant Contact 2015

WelcomeMelanie DiehlMelanie and co.

• Grow With Google Local Partner• Certified Email Marketing Pro• Certified Social Media Manager

melaniediehl.comlinkedin.com/in/MelanieDiehlmelanie@melaniediehl.com

75%of emails are opened on a mobile device

The impact of mobile on email

Source: Litmus 3

When email doesn’t look good on mobile

Source: Blue Hornet 4

30% unsubscribe

80% delete

Agenda

5

Email Marketing: The Good, the Bad, the Ugly• Email vs Email Marketing

• Less is more: creating great content

• Get your email opened: creative subject lines

• Respect your subscribers: list growth basics

• Putting it all together

Agenda

6

• The Good, the Bad, the Ugly

• Email vs Email Marketing• Less is More: creating great content

• Get your email opened: creative subject lines

• Respect your subscribers: list growth basics

• Putting it all together

What is email marketing?

Delivering professional email communications...

to an interested audience...

Containing information the recipient finds valuable...

that looks great in any inbox!

First impressions

matter.

•Should your first impression be…

9

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

Good Bad Ugly

11

• Limited # of emails sent at once

• No formatting control

• List break up more susceptible to filters

• No cohesive branding

• Potential SPAM complaints

• No tracking and reporting of email results

Email vs Email Marketing?

Why regular email doesn’t work

Agenda

12

Email Marketing: The Good, the Bad, the Ugly• Email vs Email Marketing

• Less is More: creating great content • Get your email opened: creative subject lines

• Respect your subscribers: list growth basics

• Putting it all together

Source: MarketingSherpa 13

send it to spam if it’s irrelevant

unsubscribe if it’s boring38%

32%

Write for your audience, not for you.

14

Write for your audience, not for you.

15

Creating great content

Good Bad Ugly

16

Creating great content

What not to do. Really. Give them something they can read.

1. 5 Ways to You Can Support Our Mission

2. Answers to Your Top 3 Donation Questions

3. 3 Ways to Learn More About Our Events

4. We Need YOU! Here’s How You Can Get Involved

1. How can I donate to your organization?

2. Can I claim the donations on my tax return?

3. How do I learn more about your events?

4. How can I volunteer at your events?

17

…Into ContentTurn

Questions…

20 lines of text or less

Less is more.How much is enough?

18

Creating great content

Source: http://news.constantcontact.com

3 pictures or less

Agenda

19

Email Marketing: The Good, the Bad, the Ugly• Email vs Email Marketing

• Less is More: creating great content

• Get your email opened: creative subject lines

• Respect your subscribers: list growth basics

• Putting it all together

Creative subject lines

1. Recognized sender Who sent it?

3 reasons they’ll open your email

When was it received?

Worth reading?

2. Convenient timing

3. Compelling subject

Creative subject lines

What’s the subject?

SECONDS WORDS TODAY

Winning the battle of priorities

22

Creative subject lines

Good

Bad

Ugly CASH FOR REFERRALS! ONLY 5 LEFT! GET THEM WHILE THEY LAST!

Your monthly newsletter is here

What doesn’t kale you makes you stronger

Now – OR - later

Creative subject lines

Two little words that rule your world...

Creative subject lines

Why should they open your email? Identify your purpose. Be clear, be clever and...

• Avoid spam-like terms

• Check your spam folder

• Use spam-check button

Creative subject lines

Choose your words carefully.

Freecredit

Save

offers

Click

income

traffic

nowcash

orderrates

Urgent

Act Now!

Act Now!

Get

home

dollarsFast!

guaranteed

FeesPurchasemoney

Refund

Win

remove

Creative subject lines

Standout subject lines = email opened

Short & sweet:4-7 words ideal

Attractive offers:Discounts & gifts

Keep it clean:Easy for mobile

Brand identity:Incorporate yours

Hint of mystery:Raise interest

Ask Questions:Make them think

Create urgency:Don’t miss out!

Entertain, warn, inform: Share knowledge

Literary techniques:Write like a pro

Creative subject lines

Top 3 reasons Top 5 priorities Top 7 concerns

Top 11 issues 9 best tips & tricks7 need-to-know

strategies

Improve any subject line using “top appeal”

Agenda

28

Email Marketing: The Good, the Bad, the Ugly• Email vs Email Marketing

• Less is More: creating great content

• Get your email opened: creative subject lines

• Respect your subscribers: list growth basics

• Putting it all together

Start right where you are.

Email

Website

Social Media

Ask people to subscribe to your

mailing list. Offer incentives!

Locate & collect your contacts

Organize contacts

List growth basics

Gather up contacts

List growth basics

30

Start with your database

Digitize business cards

Seek out networking opportunities

Ask fans/friends on Facebook to join

Establish an incentive to subscribe

Ask top supportersto join

31

List growth basics

Cover all your bases

Organize database into lists

Segment lists by subscriber interest - use external terms

Create sign up form

Add embeddable sign up form to website/blog

Setup Text to Join keyword (US customers only)

Set up QR Code

Set up Facebook Join app

Download iCapture app for iPad/tablet

Ask for permission to send them email Get express consent

Include the option to unsubscribe in every emailOffer opt-out

Let them know what content to expect & follow throughBe straightforward

Post your privacy policy – it adds credibilityRespect privacy

Respect the privilege of communicating & plan strategicallyDon’t overwhelm

• Clear & obvious permission on your sign up form• Clearly identify the person, business or organization • Include a valid mailing address & phone number, email or web address• Inform them that they can unsubscribe any time• Have a process to record express consent

Follow Compliance Guidelines (CAN-SPAM, CASL etc.)

How to Ask: The importance of permission

1

2

33

3

Where to Ask: Everywhere you’re online

34

Collectemail addresses

at events

At speaking engagements

Sign up form on the bill or in a check

presenter

Add a QR code to your menu or table

tents

Print QR code on paper distribution

materials

Use a ‘fishbowl’ to collect business

cards

Use a sidewalk sign to offer an incentive to subscribe inside

But really, just ask.

Where to Ask: Everywhere else!

text MELANIE to 22828

Agenda

36

Email Marketing: The Good, the Bad, the Ugly• Email vs Email Marketing

• Less is More: creating great content

• Get your email opened: creative subject lines

• Respect your subscribers: list growth basics

• Putting it all together

What an “ideal” email looks like…

Include your business name in ‘from name’ text

37

3. Putting it all together

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

Make your logo clickableto 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.

38

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

You have an advantage.

Your connection to your members and

supporters!

Three simple steps to get started:

1. Get your contact list together.

2. Create and hit send!

3. Watch what happens…

40

•You really can do this!

© Constant Contact 2015

Thank YouMelanie DiehlMelanie and co.

• Grow With Google Local Partner• Certified Email Marketing Pro• Certified Social Media Manager

melaniediehl.comlinkedin.com/in/MelanieDiehlmelanie@melaniediehl.com