warsaw email marketing 22113

Leveraging Social Media

Copyright © 2013 Constant Contact, Inc.

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Contact Information

Ron BillPremier Consulting Innovations

Email: [email protected]: 317-752-6201Facebook Premier Consulting InnovationsWebsite www.consultprem.com

Premier is a training, consulting and fulfillment company that designs and implements behavioral based training and internet based marketing programs. The Company is a business partner of Constant Contact and a participant in the Constant Contact Experts Program.


mailto:[email protected]

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My Objective

Convince you that eMail Marketing and Social Media Marketing need to be evaluated in the context of your business plan.

Provide you insights and challenges to move businesses forward. Give you the basic understanding of how the technologies we discuss today

can be implemented by you for a relatively small investment. Encourage you to continue to study the market and the emerging products

and services that can best serve you. Let you know that HELP is available.

“You were born to win, but to be a winner you must plan to win, prepare to win, and expect to win.” ― Zig Ziglar

Hilary Hinton "Zig" Ziglar (November 6, 1926 – November 28, 2012) was an American author, salesman, and motivational speaker.

http://www.goodreads.com/author/show/50316.Zig_Ziglar



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Introduction

This presentation has three parts…

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Connecting to build customer relationships

Informing people who will buy in to your messageand share it with others

3 Growing your businesswith engagement marketing

1 CONNECTSection

Email Marketing Basics Connecting with your customers Engaging in profitable

customer communications

Using email and social media as components of an engagement marketing strategy

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Why Engage?

Q. Where will the majority of next month’s business come from?

A. Existing customers

Q. What is your best source for new business?

A. Existing customers

Engagement Marketing is using technology to make “it” happen


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Email marketing Trusting relationships Early relationships Encourage broader relationships

through SMM

Social media marketing New relationships New prospects Encourage deeper relationships

through EM

3 Steps to Building Relationships

Step 2:Connections that enable

ongoing dialog

Prospects

Customers

Step 1:Great customer

experience

You

Step 3:Content that engages

and spreads

Followers

Friends

Friends

Followers

$

Time… Money… Energy… Effort

Takes 7 touches, on average, for a sale to occur

Some buy right away

Others research and try

Some show interest but don’t trust you

Acquiring Customers

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1 2 3 4 5 6 7

Keep Customers Coming Back

The value of a customer You’ve already paid for them

It’s 6-7 times more expensive to gain a customer than to retain a customer 1

They spend more

Repeat customers spend 67 percent more 2

They are your referral engine

After 10 purchases, a customer has already referred up to 7 people 2

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Sources:1. Flowtown, 20102. Bain and Company

Why Email?

Because almost everyone your business needs 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

147 million people across the country use email, most use it every day

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Sources: Pew Internet and American Life Project 2010


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

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1 Forrester Research, Inc.

2 Direct Marketing Association


Email Marketing Is Not…

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Junk email

Unsolicited and unwanted email

Email from an unknown sender

Dubious opt-out (if any)

SPAM

Email Marketing Is…

Delivering professional email communications

To an interested audience

Containing information they find valuable

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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 CAN SPAM Act

Gaining permission Do they know me? Do they care?

Utilizing professional services

14Copyright © 2013 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


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


Email Basics Checklist

Ask yourself before you begin email marketing…

Do repeat and referral customers help your business?

Do you have a plan for delivering multiple communications?

Is your audience interested in your message?

Is it valuable to them?

Can you make your emails look professional and reflect your brand?

Do you have an Email Service Provider to help manage your strategy?

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1 CONNECTSection

Building a Quality Email List The benefits of permission-

based marketing Building a valuable contact list Keeping your list current


Build Your List Where You Connect

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Customer & Prospect Database

1

2 34

Incoming or Outgoing Calls

Eventsand Meetings

Place of BusinessGuest Book

Guests5

Online Presence

57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business.Source: Transact Media Group

Email Signature

K Smitheen


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Integrate Email Marketing and Social Media Marketing

Make a Join My Mailing List available on all social media platforms.

Make social media buttons a consistent part of all emails.

Using a Permission Reminder


List Building and Permission Checklist

Ask yourself as you build your list…

Are you collecting contact information at every customertouch point, including social media?

Are you asking for permission as well as contact information?

Are you clearly describing your email frequency and content?

Are you sending a welcome email or a confirmation email, especially to those who have joined your list via social media?

Are you using permission and subscription reminders tostay current?


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2 INFORMSection

Creating Valuable Email Content Determining what is valuable

to your audience Choosing an effective

email format Deciding what day and

time to send


Content Has to Meet Your Objectives

“I want to…” Promote

Motivate purchases Increase event attendance

Inform Inform potential customers Differentiate my business

Relate Increase loyalty Encourage more referrals


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Quality Knowledge

Savings

Content Has to Have Valueto Your Audience

Promotional EmailDiscounts, coupons, offers, incentives.

Relational EmailSpecial privileges, acknowledgement

Informative EmailAdvice, research, facts, opinions, tips


Coming Up With ValuableEmail and Social Content

Share your expertise

Use facts & testimonials

Give guidance & directions

Offer discounts & coupons

Exclusivity & VIP status

Hold contests & giveaways*

Acknowledge your audience

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* Check applicable regulations before deciding to hold a contest or giveaway


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

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Complete package start $399 with flights from New York and Boston.


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 business and sales cycle 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


Calling Your Audience to Action

Calls to Action include… Links to click on

Information to print out

Phone numbers to call

Instructions for reading the email

Instructions for saving the email

Describe the immediate benefits… What’s in it for your audience?

Why should they do it now?


Frequency & Delivery Time

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

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

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Get the maximumImpact with

Minimum intrusion.

Ask yourself as you create content…Are you trying to promote, inform, or relate?

What is your audience interested in?

Is your email format branded and supportive of your message?

Is your email concise and does it include a strong call to action?

Does your content match your frequency and timing?

Are you consistently repurposing valuable content on social channels and investing time to engage and respond?

Email Content Checklist


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2 INFORMSection

Getting Email Delivered and Read Email filters and other

delivery challenges Creating email from and

subject lines Using technology to deliver

your email


Matt [email protected]

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

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60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick


[email protected]@verizon,net

Match “From” Line and“From” Email Address

The “From” line – use a familiar email address

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Some email programs display From name + email

Some email programs display only From email


Matt [email protected]

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 techniquesinherent in spam emails

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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

Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t.-Worldata, 2011


Avoiding “Spam-speak”

The words: free, guarantee, spam, credit card etc.

ALL CAPITAL LETTERS

Excessive punctuation !!!, ???

Excessive use of “click here”

$$, and other symbols

No “From:” address

Misleading subject lines

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SPAM

Example: Typical spam “From” and “Subject” lines


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


Email Delivery Checklist

Ask yourself before you send your message…

Are your images working together with text to identifyyour email?

Are you avoiding spam-like content in your emails?

Is your Email Service Provider authenticating your email?

Is your From line familiar and are you using a familiaremail address?

Does your Subject line include the immediate benefits ofyour email?

Have you extended the reach of your email by makingit sharable?


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3 GROWSection

Increasing Email Click-Through and Response Rates Tracking and improving

email delivery Increasing opens, clicks,

and forwards Reducing unsubscribe requests


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Tracking and Reporting

Email Client

Constant Contact Reporting Page

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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

Bounce Management

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Analyze “Open” Rates

Use open tracking to spot trendsOpen 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

Reporting Page

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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

Reporting Page

Understand Unsubscribe Requests

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An unsubscribe request happens when your subscriber no longer wants to receive your emails

Offer your subscriberspermanent list removal

Best practice is automatic removal with an unsubscribe link


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


Email Tracking and Response Checklist

Ask yourself after you send…

Are there any bounced or blocked emails that require attention?

Is your open rate trending upward or downward?

Are you measuring your increase in overall reach, including social networks?

Did your audience take action on your email by clicking through or forwarding your email? What were they interested in? Are you encouraging online reviews by these customers?

Did anyone unsubscribe from your list? Did they give you actionable feedback?

Did you identify any areas for improvement so your next email is more targeted and more effective?


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Take the Next Step

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Thank You & Questions

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warsaw email marketing 22113

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