© Constant Contact 2015

Email Marketing for SuccessGrow Your Business with Newsletters & Announcements

BE A MARKETERAll it takes is Constant Contact®

#BeaMarketer

At its core, marketing is about getting results.

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Agenda

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1. What are campaigns, newsletters?

2. Email

3. Email & Social: you have to use both!

4.Next Steps

Agenda

5

1. What are campaigns, newsletters?

2. Email

3. Email & Social: you have to use both!

4.Next Steps

1. What are campaigns, newsletters?

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1. What are campaigns, newsletters?

Pull response

Push content

What are campaigns?

1. What are campaigns, newsletters?

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What is a newsletter?Information – in the form of a picture, a paragraph, and a call to action.

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1. What are campaigns, newsletters?

Cards / Announcements

Information /Updates

Business Letters

Press Releases

Types of newslettersWhat do you want to communicate?

Agenda

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1. What are campaigns, newsletters?

2. Email

3. Email & Social: you have to use both!

4.Next Steps

2. Email

OFFERINGS

Education

entertainment

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2. Email

expertise

ProductsLISTS

tips

industry news

sales

Reports

employees

RESOURCES

links

TESTIMONIALSopinions

community news STUDIESDATA

research

holiday

seasonal

menus

Donations

Fundraisers

FAQs

Events

Surveys

couponsdeals

TUTORIALSDISCOUNTS

RESULTS

Updates

Education

entertainment

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2. Email

expertise

ProductsLISTS

tips

industry news

sales

Reports

employees

RESOURCES

links

TESTIMONIALSopinions

community news STUDIESDATA

research

holiday

seasonal

menus

Donations

Fundraisers

FAQs

Events

Surveys

couponsdeals

TUTORIALSDISCOUNTS

RESULTS

Updates

OFFERINGS

UpdatesEducation

entertainment

20 lines of text or less

How much is enough?Less is more.

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1. Create

Source: http://news.constantcontact.com

3 pictures or less

Limit links to 1-2

More than ½ of emails are read on mobile

Source: ContentLEAD, Infographic: Anatomy of the Email Marketing Message, 2015Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015

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• 82% of people pay more attention to emails with pictures

• Spotlight your products, services, employees and customers

• 3 or fewer images for highest click through

• Use alt text and preheader text: email readers may not see images by default

• Don’t use images of your content

2. Email

Make it engaging with photos

Source: Animoto, the 2015 Video Marketing Cheat SheetSource: The Power of Visual Content, Market Domination Media

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• Mention your video in the email subject line

• Consumers are 50% more likely to read emails that include video

• Keep videos under 90 seconds

• Use video for product demos, testimonials, promotions

2. Email

Make it engaging with videos

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2. Email

Give your message impact. Use visuals.

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2. Email

Give your message impact. Use visuals.

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2. Email

But... use visuals carefully.

Use “Alt Text” to label your

image in case it doesn’t

appear

Be sure to size images

correctly

Repurpose everything

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2. Email

Make it easier on yourself

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2. Email

Three words to rule your worldas a marketer…

[because an email that isn’t opened isn’t effective]

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2. Email

Now, later or never

1. Who is your message from?

2. What is your subject / headline?

3. When do you send or post ?

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2. Email

Who is it from?Winning the battle of priorities

How will you be most recognizable?

CAN-SPAM Act and CASLCAN-SPAM Act: www.business.ftc.gov and search “CAN-SPAM”

CASL: fightspam.gc.ca

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2. Email

Who is it from?The importance of consistency and recognition

Facebook

2. Email

What’s the subject?

SECONDS WORDS TODAY

Winning the battle of priorities

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2. Email

Subject lines... what would you change?

March Newsletter

Tomorrow: Need 3 Hammers – Can you help?

Joes’ Pet Store Newsletter

ALERT! Help your dog beat the heat!

Children’s Classes

Still time! Openings available for children’s classes

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2. Email

Timing is everything. When should you send it?

Monthlyis most commonHow often?

When is your audiencemost likely to take

the action you want? What day & time?

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2. Email

When to sendHow to test the day and time that’s best for you

Time:

1.Use the same three audience lists

2.Select three times on the day with the best open rate

3.Send your email at three different times and watch for the best open rate

Day:

1.Select three different audiences

2.Select three days in the week

3.Send your email and watch for the best open rate

2. Email

More than half won’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 for your email...

Keep key action above scroll line

Limit your choices to 1-2 links

Make all images clickable & use text labels

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Agenda

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1. What are campaigns, newsletters?

2. Email

3. Email & Social: you have to use both!

4.Next Steps

2. Email & Social: you have to use both!

Within a 5-year time span...

2. Email & Social: you have to use both!

10% of small businessesdid social media marketing.

Source: www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business 30

That went up to

2. Email & Social: you have to use both!

A whopping 87% of small businessesusing social media marketing!

Source: www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business 31

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1. Why use social media?

74% of shoppers use social media to guide purchasesSource: ODM Group

43% purchase a product shared or favorited by a friendSource: Vision Critical

84% of social media users share to show their support for a cause Source: New York Times

•It influences decisions

Amplify your email...

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2. Email & Social: you have to use both!

Drive traffic back...

Facebook Linkedin Twitter Pinterest

3. Deliver and share through email and social media

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La Provence: B2C

3. Deliver and share through email and social media

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Bisque Imports: B2B

3. Deliver and share through email and social media

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Canine Assistants: Nonprofit

Agenda

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1. What are campaigns, newsletters?

2. Email

3. Email & Social: you have to use both!

4.Next Steps

4. Next Steps

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Use the Share Bar

4. Next Steps

Don’t be shy! Ask people to

like, share, retweet & pin

Add Social Media Buttons

Expand your reach, add a “Social Share” bar.

Expand your reach, grow your list

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4. Next Steps

Expand your reach, use a web-based sign up tool.

Text to Join™ Scan to Join™

Expand your reach with tools from Constant Contact.

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4. Next Steps

Expand your reach with contact-capture apps.

4. Next Steps

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S M T W T F S

1 2 Tips for Spring• Newsletter• Facebook• Twitter• Linkedin

3 4 5

6 7 Motivation Monday• Facebook• Pinterest

8 9 10 11 New Product• Newsletter• Facebook• Twitter

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13 14 Motivation Monday• Facebook• Pinterest

15 16 Staff Pics• Facebook• Instagram• Newsletter

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20 21 Motivation Monday• Facebook• Pinterest

22 23 24 Event Photos• Facebook• Twitter

25 26

27 28 Motivation Monday• Facebook• Pinterest

29 30 Newsletter• Email• Facebook• Twitter

4. Next Steps

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Content calendar for all networks

RegularNewsletter

Blog Post

Theme Days

Multimedia

News/promotions

Resources

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BE A MARKETERAll it takes is Constant Contact®

#BeaMarketer