lisa kember - the power of email marketing: a blueprint for using email to build your organization
DESCRIPTION
The most powerful online marketing tool is still email – find out why! This session will explore how email can spur donor acquisition, retention and growth. Learn how to leverage your contacts into a permission-based subscriber list that will help you grow your organization, communicate with your constituents, and get the funding you need. Get past spam filters, get your emails opened, and encourage subscribers to read and take action. Understand the importance of delivering compelling content and comprising engaging subject lines. Know what to measure and how to analyze and use the metrics. Takeaways:- Knowledge of how to grow a permission based list- Ideas for compelling content and subject lines- Ability to understand how to analyze the metrics to continuously improve the results of your email campaignsTRANSCRIPT
Copyright © 2011 Constant Contact, Inc.
A Blueprint for Using Email to Build
Your Organization
Contact Information
Copyright © 2011 Constant Contact, Inc. 2
Lisa Kember Regional Development Director | Ontario
facebook.com/CTCTontario
@LisaKember
www.constantcontact.com/southernontario
Upcoming Seminars
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
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
3
Marketing Today = Building
Relationships
Email marketing
Trusting relationships
Early relationships
Encourage broader relationships through
SMM
Social media marketing
New relationships
New volunteers, donors & constituents
Encourage deeper relationships through
EM
3 Steps to Building Relationships
Copyright © 2011 Constant Contact, Inc. 5
Step 2:
Connections that enable
ongoing dialog
Constituents
Donors &
Volunteers
Step 1:
Great customer
experience
You
Step 3:
Content that engages
and spreads
Followers
Friends
Friends
Followers
Why Email?
Because almost everyone you need 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
6
Sources: Pew Internet and
American Life Project 2010
Copyright © 2011 Constant Contact, Inc.
Why Email?
It works.
72% of marketers say email delivers excellent ROI.
Only organic SEO scored better. 1
Almost 40% of small business owners rate email marketing among
their top advertising method. 2
For every $1 spent on email marketing, it returns $43.62. 3
Email is ranked the 2nd best way to generate conversions,
just behind SEO. 4
7
Sources: eConsultance Survey,
Merchant Circle Survey, Direct
Mktg Association, 2011
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
8
1 Forrester Research, Inc.
2 Direct Marketing Association
Copyright © 2011 Constant Contact, Inc.
Why Email?
Social Media is Increasing Email usage!
People who use social media check
email more frequently than those who
do not: 42% check their email 4x/day or more
75% of daily social media users said
email is the best way to communicate
49% of Twitter users said they made an online purchase
because of an email, compared to 33% of all email users
38% of people have still not embraced social networking sites
– so the need to focus on email marketing is still as important as
ever Sources:
Merkle, Feb2011
eConsultancy, July 2010
9 Copyright © 2011 Constant Contact, Inc.
Email Marketing Is Not…
10
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
11 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 legislation
Gaining permission
Do they know me?
Do they care?
Utilizing professional services
12 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
13 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
14 Copyright © 2011 Constant Contact, Inc.
Consumers Define Spam
15 Copyright © 2011 Constant Contact, Inc.
New Legislation Defines Guidelines
Bill C-28/FISA*
Explicit permission
Enable unsubscribe
Valid header info
Recognizable emails / contact names
Contact info – physical address & phone
numbers
* Fighting Internet & Wireless Spam Act – Bill C-28
16 Copyright © 2011 Constant Contact, Inc.
Build Your List Where You Connect
17
Customer & Prospect Database
1
2 3
4
Incoming or
Outgoing Calls
Events
and Meetings
Guest Book or
Business Card Bowl
5
Online
Presence
57% of people will fill out a
card to receive email alerts
when asked.
Source: Transact Media Group
Copyright © 2011 Constant Contact, Inc.
Signature
K Smitheen
The Importance of Permission
Types of permission:
Explicit: Opt in from your website or fill out a card, etc
“Join our mailing list”
Single vs. Double Opt-in
Implicit: Requests for information or existing relationship
Note:
Always ask for permission
when collecting information
18 Copyright © 2011 Constant Contact, Inc.
Integrate Email Marketing and
Social Media Marketing
Copyright © 2011 Constant Contact, Inc. 19
Make a Join My Mailing
List available on all
social media platforms.
Make social media
buttons a consistent
part of all emails.
Copyright © 2011 Constant Contact, Inc. 20
Collecting Information and Permission
21
Include your logo
and brand identity
Describe your email
content and how
often you’ll be
sending
Ask about your new
subscriber’s 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
22
Include your logo
and brand identity
Personalize your
message
Reinforce permission
and ability to change
preferences
Copyright © 2011 Constant Contact, Inc.
Using a Permission Reminder
23 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
Coming Up With Valuable
Email and Social Content
Stories
Facts & statistics
Testimonials
Polls or surveys
Social media comments or conversations
Links to blog posts
Acknowledge your audience
Volunteer recognition & profiles
Link to social media accounts
Event photos & video clips
25 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
26 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.
Frequency
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
27 Copyright © 2011 Constant Contact, Inc.
Delivery Time
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
Copyright © 2011 Constant Contact, Inc. 28
Get the maximum
Impact with
Minimum intrusion.
Getting Emails Delivered & Read
Email filters and other delivery challenges
Creating email from line and subject lines
Copyright © 2011 Constant Contact, Inc. 29
Is Your Email Fabulous or Filtered?
30
Filtering & Blocking (Avg 81% delivered –
CTCT 97%**)
ESP
Email Authenticated
**Return Path verified
Copyright © 2011 Constant Contact, Inc.
Rogers Sympatico 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
31
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
32 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
33
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
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
34 Copyright © 2011 Constant Contact, Inc.
35
Tweet and Share your Email
Tweet a link to
your email
automatically
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
You will know the impact quickly…
Typically more than 75% of
email results are realized in the
first 48 hours.
Copyright © 2011 Constant Contact, Inc. 38
Tracking and Reporting
Copyright © 2011 Constant Contact, Inc. 39
Email Client
Constant Contact Reporting Page
Measure Increases in Overall
Reach
Copyright © 2011 Constant Contact, Inc. 40
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. 41
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. 42
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. 43
Reporting Page
Encourage and Reward Email
Forwards and Online Reviews
44
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
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
45 Copyright © 2011 Constant Contact, Inc.
Take the Next Step
46
Sign up for a free, 60-day trial of Constant Contact Email Marketing No risk, no credit card required. Get coaching and support, grow our email lists, access to over 400+ templates, and measure and track results
Toll-free: 866-876-8464
Attend Getting Started with Constant Contact Email Marketing Get a demonstration of Email Marketing in action. See how easy it is to create an email, manage contacts, track results, as well as send your email, and extend its social reach. Constantcontact.com/southernontario
Register for: “Constant Contact Email Marketing Live Tour” Learn more about how professional Email Marketing Newsletters and Communications can help you build relationships and grow your business.
constantcontact.com/learning-center
Attend a Seminar Email Marketing
60-Day Trial
Email Marketing
Live Product Tour
Copyright © 2011 Constant Contact, Inc.
Contact Information
Copyright © 2011 Constant Contact, Inc. 47
Lisa Kember Regional Development Director | Ontario
facebook.com/CTCTontario
@LisaKember
www.constantcontact.com/southernontario
Upcoming Seminars
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow