the power of email marketing for la2m
TRANSCRIPT
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A Winning Opportunity
Presented by: De ek F e nd
The Power of Email Marketing
Derek Freund Constant Contact, Partner
CONFIDENTIAL Copyright © 2008 Constant Contact Inc.
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C C ™ F d d 1998 NConstant Contact™ Founded 1998, Now Publically traded (Public, NASDAQ:CTCT) 700 Employee 400 000+NASDAQ:CTCT) 700 Employee, 400,000+ users “Gold Standard” of the industry
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Meet The Freund Family
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“I Want To Be That Guy”I Want To Be That Guy
f f h hOne of my favorite authors Dan JohnAnd His Big Brother Gary
Dan John author “Never Let Go”
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Why Is This Guy Here?And Why Should I Care?
*To show the importance of timely communications*Help Make YOU! More Money & Have Funp y*Ease of Use*Cost effectiveness*Instant communications*Multi-media* h h*Future that is here Now*Turbo charge marketing campaigns faster & less expensiveexpensive*Growing trends…*Good news the is NO Cost to get startedg
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Facts You Need To Know & Use
According to research conducted by the Direct Marketing Association emailDirect Marketing Association, email marketing generated an ROI of $43.62 for every dollar spent on it in 2009 Theevery dollar spent on it in 2009. The expected figure for 2010 is $42.08. As such it outperforms all the other directsuch, it outperforms all the other direct marketing channels examined.
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Embrace you inner geek. Don’t be afraid of technology-labor saving devices.
TV Remote VCR Microwave electricTV-Remote-VCR-Microwave-electric windows & doors-
Word processor-Cell phones
Electric starters, 4 cylinder engines…
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Topics to Cover
Power of Relationships
Introduction to Email Marketing Introduction
Getting Started
G tti Y E il D li d d R dGetting Your Email Delivered and Read
Interpreting Results: Reporting and Tracking Advanced
How Does Social Media Fit In
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How to Get Going with Email Marketing Both
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What is Email Marketing?
Delivering professional email communications
To an interested audience
Containing information the recipient finds valuablep
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Pre-Made Customizable Templates
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Why Email?
It’s Cost-effective: Direct Mail vs. Email■ For the same response direct main costs 20■ For the same response, direct main costs 20
times as much as email1
■ Email ROI is the highest when compared to other internet mediums2
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1. Forrester Research, Inc.2. Direct Marketing Association
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Make Every Contact Count
It Can Take Time…On average, it takes 7 touches for an action to occur.
■ Some act right away■ Others research and try■ Some show interest but are not ready
Make every contact count!
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…
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.Dan Kennedy’s famous Marketing Success Triangle
The Formula:RIGHT Message
+ RIGHT Markets (Targets)
+ RIGHT Media
= RIGHT RESULTS!
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Email Service vs. OutlookUsing Outlook
Standard Email Programs(e.g. Outlook, Hotmail)
■ Limited # of emails sent at one time■ No formatting control■ List break up more susceptible to
filtersN h i b di■ No cohesive branding
■ No tracking and reporting of email results
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A “Winning Strategy” Includes:
■ Setting objectives
■ Collecting contact information
■ Determining message format
■ Creating a delivery schedule
■ Planning time for management and production
■ Building professional communications
■ Analyzing results
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■ Continuously refining your strategy!
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The Relationship Cycle
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The Relationship Cycle & 5 Types of People
Prospects
SuspectsDisinterested
R i FRaving Fans
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Members/Customers
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Getting Email Opened
The “From” line■ Use a name the audience
recognizes■ Include your organization
name or brand■ Refer to your business in
the same way your audience does
Be consistent■ Be consistent
60% of consumers say the"from" line most often determines whether they open an email or delete it.
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Source: DoubleClick
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Getting Email Opened
The “Subject” Line■ Keep it short and simplep p
■ You have 3 seconds or less■ 30-40 characters including
spaces (5-8 words)■ Incorporate the immediate
benefit of opening the email ■ Capitalize and punctuate
Click-through rates for subject lines with 49 or fewer characters were 75 percent higher than forcarefully
■ Avoid copying the techniques inherent in spam emails.
percent higher than for those with 50 or more…
Source: Returnpath
30% of consumers say the“subject" line most often determines whether they open an email or delete it.
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Source: DoubleClick
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Permission – What is It?Permission – What is It?
Types of permission:
Explicit: Opt in from your website or fill out a card ■ “Join our mailing list”
Implicit: Requests for information, signups over the phone, existing relationship
Note: Always make sure to ask for permission when collecting
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ginformation
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And Simply Delete Everything Else
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Putting it All Together
Justify your place in their Inbox
Be clear and concise
Use appropriate graphics
Use white space effectivelyIn This Issue Latest Online Newsletter Available Quick Linksp y
Include “Call to Action” links
Capitalize and punctuate carefully
Newsletter Available Quick Links
Renew Your Club Membershipp p y
Design for “above the fold” Website
Member Discounts
Contact your District Director
Support
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Keep Members Coming Back
The Value of a Member• You’ve already paid for them
It’s 6-7 times more expensive to gain a member than to retain a member1
• They spend moreRepeat members spend 67 percent more2p p p
• They are your referral engineAfter 10 purchases, a member has already referred up to 7 people2
Sources:1 Harvard Business Review
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2 Bain and Company, 2002
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How Tracking Works
+
Email Tracking CodeESP Interaction
+
Email Tracking CodeESP Interaction
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What Influences Open Rates?
What influences the open rate?■ From / Subject line
Delivery day / time■ Delivery day / time■ List overuse, age, or quality
Watch your trends over timeWatch your trends over time
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Capitalizing on Click-Through
Why did people click through?C ll t ti■ Call-to-action
■ Copy ■ Offer
Quick LinksRenew Your Club Membership
What were they interested in? NYSSA Website
Member Discounts
Contact your District Director
SupportSupport
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Take Advantage of Our Forward Email Feature
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Constant Contact Forward Email Form
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Encourage Sharing
What do you want to know about?Understand Interests
Legislative updatesNew Member Profiles
Encourage Sharing
Get Feedback
Invite to Events
PollOnline Feedback
VIP EventsBring a Friend Sharing FeedbackEventsSpecial Rates
Links to Social
CommunityForward to a Friend
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Forward to a FriendFacebookTwitterLinkedIn
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Giving Your Campaign More Life!
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Online: Using Facebook
■ You can forward your email campaigns to your friends/fans.■ Using both Constant Contact and Facebook you can add a “Join
M M ili Li t” t b t l fMy Mailing List” tab to your personal or fan page.
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Online: Using Twitter
■ You can “tweet” your email campaigns to your followers.■ Ask your Twitter followers to sign up for your list by providing a
li k t i f b itlink to your sign-up form on your website
■ Ask your Twitter followers to sign up for your list by providing a link to your sign-up form on your website
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Relationships Take Time…
We must understand how relationships are formed and phow they naturally develop over time…
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Grow Your List
Build Your List Where You Connect!Email SignatureAt the Even At a ride Website SignupGuest Book
57% of those surveyed will fill out d t i il l t h
“If a diner has a good experience at our restaurant they might return When they
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 35Customer & Prospect Database
a card to receive email alerts when asked to.
Source: Transact Media Group
restaurant, they might return. When they sign up for our newsletter they often become a regular.”
Jeffrey Gates, Aquitaine Group
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List Building Guide
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How to Get Started withConstant ContactConstant Contact
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How To Get Started
How To Get Started:
Complete a signup card!p g p
Sign-up online:http://www.constantcontact.com/index.jsp?pn=glazerkennedy
Call us: 810-225-7500 Ext. 103
Marketing Consultants are waiting to talkMarketing Consultants are waiting to talk to you!
Done-4-U Services 50% off for next thirty ddays
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Constant Contact Customer Pricing
"Constant Contact is soConstant Contact is so affordable, easy to use and effective at keeping church members connected… W ' d h thWe've saved so much on the cost of paper and postage.”
Pam Anger, Administrative A i t tAssistantWoods Memorial Presbyterian
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Our Customer Success Formula = Service
Communications Consultants:
Call trial customers
A i h i di Assist them in sendingthe “first campaign”
Coaching and strategy
Support Resources:
Phone Support
Chat
Knowledgebase
Learning and Best Practices:
Daily Product Tours
R i l S i
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Regional Seminars
Best Practices
Live and On-demand
Discussion Boards
Hints & Tips newsletter
Community
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Want more on what we covered today?Teaching you how to be a Good Email Marketer
Building Better Lists■ Ways to grow your list■ Getting permission
Subject Line Design■ The from and subject lines■ What to include / not include
Planning for Email MarketingF l d■ Frequency calendar
■ What and when to send
Segmenting Your List■ Ways to segment your list■ Increases opens / clicks■ Increases opens / clicks
Deliverability■ Blocking / Blacklisting / Filters■ Spam complaints
“After using Constant Contact for a while, and taking advantage of the free education Constant Contact offers, such as webinars, I feel that I have become more fluent in email marketing and better equipped to communicate to customers.” “Constant Contact created a discipline for me -
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 41
that’s what I needed – a professor, a teacher. For me, it feels like I’ve joined a marketing club.”
Jeffrey Gates, Aquitaine Group
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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 promotion, Invitation• 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
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Think of Yourself as AMulti Media MogulMulti-Media Mogul
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Questions?
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Plus Get $108 Worth of Bonuses
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W L k F d T W kiWe Look Forward To Working With You…
THANK YOU!
Please turn in yourPlease turn in your feedback form
Derek Freund Constant ContactPartner
810 225 7500 E t 2
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p: 810-225-7500 Ext. [email protected]