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