the constant contact toolkit - newsletters & announcements
DESCRIPTION
These are the slides of the first session in the webinar series about Constant Contact's new Toolkit suite of marketing tools.TRANSCRIPT
HalfmoonYogaHalfmoonYoga
B•B•Q
Campaigns That Drive Action: Newsletters & Announcements
Featuring email and social engagement.
© 2014
2
Accredited Local Expert, Constant Contact
Frithjof Petscheleit
facebook.com/BusinessBlueBird
@BlueBirdBC
3
Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Events& Registrations
Offers& Promotions
Newsletters& Announcements
Feedback& Surveys
4
AgendaWhat are campaigns, newsletters?
Email + Social: you have to use both!
Next Steps
Campaigns & Newsletters | Email | Email + Social | Next Steps
6
marketing
Campaigns & Newsletters
At its core, marketing is abouteliciting a physical and measureable
response
7
pull response
Campaigns & Newsletters
What is acampaign?
push content
8
Campaigns & Newsletters
What is anewsletter?
9
Campaigns & Newsletters
Different types of newsletters
Newsletters
Keep your audience in-the-know Card or announcement
WOW!
Custom code email
101001
Business letter
Press release
Campaigns & Newsletters | Email | Email + Social | What’s Next?
11
What you know that they don’t
What you have access to that they don’t
“Original” isn’t required… just be interesting and relevant
What do I write about?
12
How much is enough?
Focus.
Less is more.
?51%
November 2013
13
A picture is worth...
14
A picture is worth...
Pictures get 47% more click-through activity than content without images, but…
…don’t over-rely on images!
Be sure to use text labels in case images aren’t displayed by the recipient’s mail program.
Don’t use images of your content.
Remember: your content is viewed on mobile devices…
A picture is worth...
15
Use images carefully!
16
Got pics?Some channels thrive on visuals
17
Repurpose & Reuse
Who is it “from?”
What’s the “subject?”
When do you send your communication?
Now, later or neverThree little words that rule your world
20
Who is it from?Winning the battle of priorities
Canada Anti-Spam Legislation (CASL)go to fightspam.gc.ca to learn more
How will you be most recognizable?
21
Look greatBrand consistency
Subject lineWinning the battle of priorities
2SECONDS 2WORDS2TODAY
23
Winning the battle of priorities
Tomorrow: Need 3 Hammers – Can You Help?
Joe’s Pet Store Newsletter
ALERT: Help your dog beat the heat!
Children’s Classes Still time! Openings available for children’s classes.
March Newsletter
24
Monthly is most common
Ask yourself: “When are my readers likely to take the action I want?”
When to send
25
Find your best day
Send your e-mail, watch for best response
Select 3 days in the week to test
Divide your list into3 groups of people
1
2
3
26
Find your best time
Select 3 times on the day with the best results
Use same 3 groups of people
Send email at 3 different times of day, note time with best results
1
2
3
27
When to send or postDo not be romanced by a high open rate –measure actions!
28
67% don’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
29
Key action must be above scroll line
Do not give too many choices
Make all images clickable (and with text labels)
Practical advice
(and on your mobile device)Test it on yourself!
Campaigns & Newsletters | Email | Email + Social | Next Steps
31
Email + Social
Then vs. nowSocial media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
% of small businesses using social media marketing
10%
2008
32
Email + Social
Then vs. nowSocial media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
% of small businesses using social media marketing
87%
2013
Email + Social
It influences decisions
74%Rely on social networks to guide purchase decisionssource: Fedelta
55%Share purchases on social networkssource: Fedelta
68%Learn more about a charity if they see a friend posting about it source: MDG Advertising
34
Email + Social
Email & SocialYou have to use both
Drive traffic back to your list, email, etc...
Amplify your email
35
Email + Social
Email + Social
37
Email + Social
Email + Social
Campaigns & Newsletters | Email | Email + Social | Next Steps
39
Next Steps
Tools to expand your reachSimple Share tool
40
Next Steps
Tools to expand your reachSocial media buttons
41
At register
With the check at end of the meal
On registration forms
Next Steps
Tools to expand your reachOffline
42
Web sign-up tool(app for website, Facebook, etc)
Next Steps
Tools to expand your listOnline
44
Next Steps
Tools to expand your list
Apps
Content calendar for all channelsS 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
12
13 14 Motivation Monday• Facebook• Pinterest
15 16 Staff Pics• Facebook• Instagram• Newsletter
17 18 19
20 21 Motivation Monday• Facebook• Pinterest
22 23 24 Event Photos• Facebook• Twitter
25 26
27 28 Motivation Monday• Facebook• Pinterest
29 Sale• Newsletter• Facebook• Twitter
30 Newsletter• Email• Facebook• Twitter
regular newsletter
blog post
theme days
multimedia
news/promotions
Q&AStrategies for a digital world
Frithjof PetscheleitBlueBird Business Consulting
YOURPHOTOHERE
YOURLOGO HERE
47
SPECIAL OFFERSign up for your Constant Contact Account Today• Free Campaign Design($199 value)• Free Initial Account Set-Up( $120)
• 30 Minute Consultation• List upload• List segmentation• Free Webinar or Quickstart workshop
For Existing Customers• 30 Minute Review of your last campaign($65)
• Review content• Review subject• Review results metrics• Discuss possible improvements
Frithjof PetscheleitBlueBird Business Consulting
YOURPHOTOHERE
YOURLOGO HERE
Sign up to Toolkit before Oct 1st and receive
30% off for 3 months
49
Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Events& Registrations
Offers& Promotions
Newsletters& Announcements
Feedback& Surveys
Frithjof PetscheleitBlueBird Business Consulting
• Constant Contact Authorized Local Expert
http://businessbluebird.com @[email protected]
YOURPHOTOHERE
YOURLOGO HERE