constant contact power of email marketing by maggie barr
DESCRIPTION
Constant Contact explains how email marketing, no matter what tools you use, can make a huge difference in the number of new customers you find, and more importantly, the number of customers you keep! If you don't continue to "talk" to your customers throughout the year, they will forget about you, or worse, find another solution to their problem elsewhere. Keep your brand on the top of their mind by offering them valuable insights, news, and content that only an expert can provide. Your investment will pay back in spades.TRANSCRIPT
Copyright © 2011 Constant Contact, Inc.
Leveraging Social Media
Contact Information
Copyright © 2011 Constant Contact, Inc. 2
Maggie Barr Local Expert, Constant Contact | Santa Cruz
http://www.facebook.com/maggie.anne.barr
http://www.linkedin.com/in/maggieabarr
For More How-To Tips & Whitepapers Visit:
www.constantcontact.com/learning-center
Introduction
This presentation has three parts…
Copyright © 2011 Constant Contact, Inc. 3
1
2
Connecting to build
customer relationships
Informing people who
will buy in to your
message
and share it with others
3 Growing your business
with engagement
marketing
1 CONNECT Section
Email Marketing Basics
Copyright © 2011 Constant Contact, Inc.
Connecting with your customers
Engaging in profitable customer communications
Using email and social media as components of an engagement marketing strategy
4
Why Engage?
Copyright © 2011 Constant Contact, Inc. 5
Q. Where will the majority of next month’s business come from?
A. Existing customers
Why Engage?
Copyright © 2011 Constant Contact, Inc. 6
Q. What is your best source for new business?
A. Existing customers
Engagement Marketing is using technology to make “it” happen
Email marketing
Trusting relationships
Early relationships
Encourage broader relationships
through SMM
Social media marketing
New relationships
New prospects
Encourage deeper relationships
through EM
3 Steps to Building Relationships
Copyright © 2011 Constant Contact, Inc. 7
Step 2:
Connections that enable
ongoing dialog
Prospects
Customers
Step 1:
Great customer
experience
You
Step 3:
Content that engages
and spreads
Followers
Friends
Friends
Followers
Marketing Today = Building
Relationships
Suspects
Five Types of People
Copyright © 2011 Constant Contact, Inc. 9
Customers Disinterested Prospects Raving Fans
$
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. 10
1 2 3 4 5 6 7
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
11
Sources:
1. Flowtown, 2010
2. Bain and Company
Copyright © 2011 Constant Contact, Inc.
Why Email?
Because almost everyone your business
needs to reach reads it:
94% of Internet users between the ages of 18 and
64 send or read email
An even higher number of users ages 65 or older do the same
61% Use a social networking site
147 million people across the country use email,
most use it every day
12
Sources: Pew Internet and
American Life Project 2010
Copyright © 2011 Constant Contact, Inc.
Why Email?
It’s cost-effective: Direct mail vs. email
For the same response, direct mail costs 20 TIMES
as much as email 1
Email ROI is the highest when compared
to other internet marketing mediums 2
13
1 Forrester Research, Inc.
2 Direct Marketing Association
Copyright © 2011 Constant Contact, Inc.
Email Marketing Is Not…
14
Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)
Copyright © 2011 Constant Contact, Inc.
SPAM
Email Marketing Is…
Delivering professional
email communications
To an interested
audience
Containing information
they find valuable
15 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
16 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
17 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
18 Copyright © 2011 Constant Contact, Inc.
Email Basics Checklist
Ask yourself before you begin email marketing…
Do repeat and referral customers help your business?
Do you have a plan for delivering multiple communications?
Is your audience interested in your message?
Is it valuable to them?
Can you make your emails look professional and reflect your brand?
Do you have an Email Service Provider to help manage your strategy?
19 Copyright © 2011 Constant Contact, Inc.
1 CONNECT Section
Building a Quality Email List
Copyright © 2011 Constant Contact, Inc.
The benefits of permission-based marketing
Building a valuable contact list
Keeping your list current
Consumers Define Spam
21 Copyright © 2011 Constant Contact, Inc.
Build Your List Where You Connect
22
Customer & Prospect Database
1
2 3
4
Incoming or
Outgoing Calls
Events
and Meetings
Place of Business
Guest Book
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
Copyright © 2011 Constant Contact, Inc.
Signature
K Smitheen
Integrate Email Marketing and
Social Media Marketing
Copyright © 2011 Constant Contact, Inc. 23
Make a Join My Mailing
List available on all
social media platforms.
Make social media
buttons a consistent
part of all emails.
Collecting Information and Permission
24
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 additional
contact information
when necessary
Copyright © 2011 Constant Contact, Inc.
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 .
Sending a Welcome Email
25
Include your logo
and brand identity
Personalize your
message
Reinforce permission
and ability to change
preferences
Copyright © 2011 Constant Contact, Inc.
Response Necessary to Complete Subscription
Sending a Welcome Email
26
Include your logo and
brand identity
Ask for explicit
confirmation
Include a confirmation link
Copyright © 2011 Constant Contact, Inc.
Using a Permission Reminder
27 Copyright © 2011 Constant Contact, Inc.
Keeping Your List Current
28
Include your
logo and brand
identity
Provide a link so
subscribers can
update contact info
Ask for feedback
Include links to your
social sites
Copyright © 2011 Constant Contact, Inc.
List Building and Permission Checklist
Ask yourself as you build your list…
Are you collecting contact information at every customer
touch point, including social media?
Are you asking for permission as well as contact information?
Are you clearly describing your email frequency and content?
Are you sending a welcome email or a confirmation email,
especially to those who have joined your list via social media?
Are you using permission and subscription reminders to
stay current?
29 Copyright © 2011 Constant Contact, Inc.
2 INFORM Section
Creating Valuable Email Content
Copyright © 2011 Constant Contact, Inc.
Determining what is valuable to your audience
Choosing an effective email format
Deciding what day and time to send
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
31 Copyright © 2011 Constant Contact, Inc.
32
Quality Knowledge
Savings
Content Has to Have Value to Your Audience
Promotional Email
Discounts, coupons,
offers, incentives. Relational Email
Special privileges,
acknowledgement
Informative Email
Advice, research,
facts, opinions, tips
Copyright © 2011 Constant Contact, Inc.
Coming Up With Valuable
Email and Social Content
Share your expertise
Use facts & testimonials
Give guidance & directions
Offer discounts & coupons
Exclusivity & VIP status
Hold contests & giveaways*
Acknowledge your audience
33
* Check applicable regulations
before deciding to hold a
contest or giveaway
Copyright © 2011 Constant Contact, Inc.
Keeping Email Content Concise
Host large bodies of content…
On your website
In a PDF document
In a longer archived version
Email only essential information
Use bullets or summaries
Link directly to the information
Give instructions if necessary
Repurpose content sound bytes
for Social Media
Drive social content back to
Email Archive or Website
34 Copyright © 2011 Constant Contact, Inc.
Come with Parker Travel Adventure Group and meet fellow travel enthusiasts near you. Join us for our annual rafting trip August 23 _ 26, starting at the base of Glen Canyon. There are still six spaces available for anyone interested in joining the group.
Complete package start $399 with flights from New York and Boston.
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
35 Copyright © 2011 Constant Contact, Inc.
Branding Emails Consistently
Use different formats and
similar designs…
Include your logo
Use consistent colors
Use meaningful
graphics
Avoid drastic changes
36 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?
37 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
38
Get the maximum
Impact with
Minimum intrusion.
Copyright © 2011 Constant Contact, Inc.
Use NutshellMail to Engage, on Your Time
Track your Page Insights
Reply from your Inbox
39
Read Fan comments
Sign up for a Free
NutshellMail Account.
www.nutshellmail.com
Copyright © 2011 Constant Contact, Inc.
Ask yourself as you create content…
Are you trying to promote, inform, or relate?
What is your audience interested in?
Is your email format branded and supportive of your message?
Is your email concise and does it include a strong call to action?
Does your content match your frequency and timing?
Are you consistently repurposing valuable content on social
channels and investing time to engage and respond?
Email Content Checklist
40 Copyright © 2011 Constant Contact, Inc.
2 INFORM Section
Getting Email Delivered and Read
Copyright © 2011 Constant Contact, Inc.
Email filters and other delivery challenges
Creating email from and subject lines
Using technology to deliver your email
Is Your Email Fabulous or Filtered?
42
Filtering & Blocking (Avg 81% delivered –
CTCT 97%**)
ESP
Email Authenticated
**Return Path verified
Copyright © 2011 Constant Contact, Inc.
AOL MSN Yahoo other ISPs
Image blocking Block-listing
Individual filters Friends-listing
Bouncing Reputation
Challenge responses Sender authentication
Blocking
Deliverability issues:
Spam
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
43
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.
Katejohnsonl@verizon,net
Match “From” Line and
“From” Email Address
The “From” line – use a familiar email address
44 Copyright © 2011 Constant Contact, Inc.
Some email programs display From name + email
Some email programs display only From email
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 techniques
inherent in spam emails
45
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
Copyright © 2011 Constant Contact, Inc.
Email messages that mention
Facebook in the Subject Line
will have a 32% higher open
rate than those that don’t.
-Worldata, 2011
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
46
SPAM
Example: Typical spam “From” and “Subject” lines
Copyright © 2011 Constant Contact, Inc.
47
Tweet and Share your Email
Tweet a link to
your email
automatically
Email Delivery Checklist
Ask yourself before you send your message…
Are your images working together with text to identify your email?
Are you avoiding spam-like content in your emails?
Is your Email Service Provider authenticating your email?
Is your From line familiar and are you using a familiar email address?
Does your Subject line include the immediate benefits of your email?
Have you extended the reach of your email by making it sharable?
48 Copyright © 2011 Constant Contact, Inc.
3 GROW Section
Increasing Email Click-Through
and Response Rates
Copyright © 2011 Constant Contact, Inc.
Tracking and improving email delivery
Increasing opens, clicks, and forwards
Reducing unsubscribe requests
Tracking and Reporting
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Email Client
Constant Contact Reporting Page
Measure Increases in Overall
Reach
Copyright © 2011 Constant Contact, Inc. 51
Social Stats shows “Shares” and “Likes” for Shared Email Campaigns
Deal with Bounced &
Blocked Email
Non-existent address
Check for obvious misspellings
Try to obtain a new address
Undeliverable/mailbox full/
email blocked
Try re-sending later
Correct temporary issues
Obtain a new address if a
recurring issue is present
Copyright © 2011 Constant Contact, Inc. 52
Bounce Management
Analyze “Open” Rates
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
Check your ESP’s average delivery rate
Copyright © 2011 Constant Contact, Inc. 53
Reporting Page
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
Copyright © 2011 Constant Contact, Inc. 54
Reporting Page
Encourage and Reward Email
Forwards and Online Reviews
55
Forwards
Copyright © 2011 Constant Contact, Inc.
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
Email Tracking and Response
Checklist
Ask yourself after you send…
Are there any bounced or blocked emails that require attention?
Is your open rate trending upward or downward?
Are you measuring your increase in overall reach, including social networks?
Did your audience take action on your email by clicking through or forwarding your email? What were they interested in? Are you encouraging online reviews by these customers?
Did anyone unsubscribe from your list? Did they give you actionable feedback?
Did you identify any areas for improvement so your next email is more targeted and more effective?
56 Copyright © 2011 Constant Contact, Inc.
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.
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.
Contact Information
Copyright © 2011 Constant Contact, Inc. 58
Maggie Barr Local Expert, Constant Contact | Santa Cruz
http://www.facebook.com/maggie.anne.barr
http://www.linkedin.com/in/maggieabarr
For More How-To Tips & Whitepapers Visit:
www.constantcontact.com/learning-center
Local Examples
Copyright © 2011 Constant Contact, Inc. 59
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
60 Copyright © 2011 Constant Contact, Inc.
Reduce Unsubscribe Requests
Why do people unsubscribe?
Over-communication
Irrelevant content
Poor targeting
Enable your audience
to leave comments
when unsubscribing
from your list
Take action on feedback
61 Copyright © 2011 Constant Contact, Inc.
National Examples
Copyright © 2011 Constant Contact, Inc. 62
Understand Unsubscribe Requests
63
An unsubscribe request
happens when your
subscriber no longer
wants to receive your
emails
Offer your subscribers
permanent list removal
Best practice is automatic
removal with an
unsubscribe link
Copyright © 2011 Constant Contact, Inc.
Customer Spotlight: Atlas Travel
64
List Size: 1,558
Open Rate: 26%
Location: Milford, MA
Customer Since: June 2002
Website: www.atlastravel.com
■ Different departments use custom
templates to maintain brand
■ Sign up box on website and in emails
■ Segments contacts to market content to
specific audience
“With Constant Contact, I can turn over the
process of "list management" and email
broadcast campaigns to non-technical staff
which frees me up to focus on my tasks at
hand.”
Rock Blanco,
Chief Technology Officer
Copyright © 2011 Constant Contact, Inc.
65
Customer Spotlight: Bethany First Church of the Nazarene
List Size: 1354
Open Rate: 51%
Location: Bethany, OK
Customer Since: February 2007
Website: www.bethanynaz.org
■ Informs readers about upcoming
services and events
■ Links to more information and
registration for events
■ Use email to drive traffic to website
“As a church, our goal is not selling anything
or raising revenue, but Constant Contact
helps us keep our community of faith
informed of up-coming events and news that
they wouldn’t know any other way.”
Bob Miller,
Communications
Copyright © 2011 Constant Contact, Inc.
Customer Spotlight:
The Parks Image Group, Inc.
66
List Size: 1016
Open Rate: 42.3%
Location: Atlanta, GA
Customer Since: April 2006
Website: www.TheParksImageGroup.com
Update of current activities.
Tips on current fashion trends.
Etiquette tips & Book suggestions
Tips and articles for Men
Articles on topics related to the current
season and related products of interest.
Copyright © 2011 Constant Contact, Inc.