Constant contact power of email marketing by maggie barr

Copyright © 2011 Constant Contact, Inc.

Leveraging Social Media

Contact Information

Copyright © 2011 Constant Contact, Inc. 2

Maggie Barr Local Expert, Constant Contact | Santa Cruz

[email protected]

http://www.facebook.com/maggie.anne.barr

http://www.linkedin.com/in/maggieabarr

For More How-To Tips & Whitepapers Visit:

www.constantcontact.com/learning-center

mailto:[email protected]



Introduction

This presentation has three parts…


1

2

Connecting to build

customer relationships

Informing people who

will buy in to your

message

and share it with others

3 Growing your business

with engagement

marketing

1 CONNECT Section

Email Marketing Basics


Connecting with your customers

Engaging in profitable customer communications

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

4

Why Engage?


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

A. Existing customers

Why Engage?


Q. What is your best source for new business?

A. Existing customers

Engagement Marketing is using technology to make “it” happen

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

Marketing Today = Building

Relationships

Suspects

Five Types of People


Customers Disinterested Prospects Raving Fans

$

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


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

11

Sources:

1. Flowtown, 2010

2. 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

12

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

13

1 Forrester Research, Inc.

2 Direct Marketing Association


Email Marketing Is Not…

14

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

15 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 CAN SPAM Act

Gaining permission

Do they know me?

Do they care?

Utilizing professional services


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?


1 CONNECT Section

Building a Quality Email List


The benefits of permission-based marketing

Building a valuable contact list

Keeping your list current

Consumers Define Spam


Build Your List Where You Connect

22

Customer & Prospect Database

1

2 3

4

Incoming or

Outgoing Calls

Events

and Meetings

Place of Business

Guest Book

5

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

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.

Collecting Information and Permission

24

Include your logo

and brand identity

Describe your email

content and how

often you’ll be

sending

Ask about your

customers’ interests

to stay relevant

Ask for additional

contact information

when necessary


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

25

Include your logo

and brand identity

Personalize your

message

Reinforce permission

and ability to change

preferences


Response Necessary to Complete Subscription

Sending a Welcome Email

26

Include your logo and

brand identity

Ask for explicit

confirmation

Include a confirmation link


Using a Permission Reminder


Keeping Your List Current

28

Include your

logo and brand

identity

Provide a link so

subscribers can

update contact info

Ask for feedback

Include links to your

social sites


List Building and Permission Checklist

Ask yourself as you build your list…

Are you collecting contact information at every customer

touch 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 to

stay current?


2 INFORM Section

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


32

Quality Knowledge

Savings

Content Has to Have Value to Your Audience

Promotional Email

Discounts, coupons,

offers, incentives. Relational Email

Special privileges,

acknowledgement

Informative Email

Advice, research,

facts, opinions, tips


Coming Up With Valuable

Email and Social Content

Share your expertise

Use facts & testimonials

Give guidance & directions

Offer discounts & coupons

Exclusivity & VIP status

Hold contests & giveaways*

Acknowledge your audience

33

* 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


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.

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


Branding Emails Consistently

Use different formats and

similar designs…

Include your logo

Use consistent colors

Use meaningful

graphics

Avoid drastic changes


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

38

Get the maximum

Impact with

Minimum intrusion.


Use NutshellMail to Engage, on Your Time

Track your Page Insights

Reply from your Inbox

39

Read Fan comments

Sign up for a Free

NutshellMail Account.

www.nutshellmail.com


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


2 INFORM Section

Getting Email Delivered and Read


Email filters and other delivery challenges

Creating email from and subject lines

Using technology to deliver your email

Is Your Email Fabulous or Filtered?

42

Filtering & Blocking (Avg 81% delivered –

CTCT 97%**)

ESP

Email Authenticated

**Return Path verified


AOL MSN Yahoo other ISPs

Image blocking Block-listing

Individual filters Friends-listing

Bouncing Reputation

Challenge responses Sender authentication

Blocking

Deliverability issues:

Email

Spam

Matt Long

[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

43

60% of consumers say

the "from" line most often

determines whether they

open an email or delete it.

Source: DoubleClick


[email protected]

Katejohnsonl@verizon,net

Match “From” Line and

“From” Email Address

The “From” line – use a familiar email address


Some email programs display From name + email

Some email programs display only From email

Matt Long

[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 techniques

inherent in spam emails

45

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

46

SPAM

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


47

Tweet and Share your Email

Tweet a link to

your email

automatically

Email Delivery Checklist

Ask yourself before you send your message…

Are your images working together with text to identify your 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 familiar email address?

Does your Subject line include the immediate benefits of your email?

Have you extended the reach of your email by making it sharable?


3 GROW Section

Increasing Email Click-Through

and Response Rates


Tracking and improving email delivery

Increasing opens, clicks, and forwards

Reducing unsubscribe requests

Tracking and Reporting


Email Client

Constant Contact Reporting Page

Measure Increases in Overall

Reach


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


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


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


Reporting Page

Encourage and Reward Email

Forwards and Online Reviews

55

Forwards


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

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?


Take the Next Step

Sign up for a free Email Marketing trial. Satisfaction guaranteed.

Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow!

Sign up today! Provide your card and we’ll follow up. or

Call toll-free: 866-876-8464

Email + Social =

Success, Guaranteed.

Attend a Free Webinar Learn more about how social media marketing can help small business and nonprofits optimize marketing efforts. constantcontact.com/learning-center

Get a Social Media Quickstart! Get started building connections through social media marketing, today! socialquickstarter.com


http://www.constantcontact.com/learning-center/index.jsp



http://www.socialquickstarter.com/


Contact Information


Maggie Barr Local Expert, Constant Contact | Santa Cruz

[email protected]



For More How-To Tips & Whitepapers Visit:

www.constantcontact.com/learning-center

mailto:[email protected]



Local Examples


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


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


National Examples


Understand Unsubscribe Requests

63

An unsubscribe request

happens when your

subscriber no longer

wants to receive your

emails

Offer your subscribers

permanent list removal

Best practice is automatic

removal with an

unsubscribe link


Customer Spotlight: Atlas Travel

64

List Size: 1,558

Open Rate: 26%

Location: Milford, MA

Customer Since: June 2002

Website: www.atlastravel.com

■ Different departments use custom

templates to maintain brand

■ Sign up box on website and in emails

■ Segments contacts to market content to

specific audience

“With Constant Contact, I can turn over the

process of "list management" and email

broadcast campaigns to non-technical staff

which frees me up to focus on my tasks at

hand.”

Rock Blanco,

Chief Technology Officer


http://www.atlastravel.com/

65

Customer Spotlight: Bethany First Church of the Nazarene

List Size: 1354

Open Rate: 51%

Location: Bethany, OK

Customer Since: February 2007

Website: www.bethanynaz.org

■ Informs readers about upcoming

services and events

■ Links to more information and

registration for events

■ Use email to drive traffic to website

“As a church, our goal is not selling anything

or raising revenue, but Constant Contact

helps us keep our community of faith

informed of up-coming events and news that

they wouldn’t know any other way.”

Bob Miller,

Communications


http://www.bethanynaz.org/

Customer Spotlight:

The Parks Image Group, Inc.

66

List Size: 1016

Open Rate: 42.3%

Location: Atlanta, GA

Customer Since: April 2006

Website: www.TheParksImageGroup.com

Update of current activities.

Tips on current fashion trends.

Etiquette tips & Book suggestions

Tips and articles for Men

Articles on topics related to the current

season and related products of interest.


http://www.theparksimagegroup.com/

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Constant contact power of email marketing by maggie barr

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