Lisa Kember - The Power of Email Marketing: A Blueprint for Using Email to Build Your Organization

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

[email protected]

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


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


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


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


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


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)


SPAM

Email Marketing Is…

Delivering professional

email communications

To an interested

audience

Containing information

they find valuable


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


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


Consumers Define Spam


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


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


Email

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


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

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


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


Using a Permission Reminder


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

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


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.

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


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


Get the maximum

Impact with

Minimum intrusion.

Getting Emails Delivered & Read

Email filters and other delivery challenges

Creating email from line and subject lines


Is Your Email Fabulous or Filtered?

30

Filtering & Blocking (Avg 81% delivered –

CTCT 97%**)

ESP

Email Authenticated

**Return Path verified


Rogers Sympatico 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

31

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

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


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


35

Tweet and Share your Email

Tweet a link to

your email

automatically

3 GROW Section

Increasing Email Click-Through

and Response Rates


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.


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

44

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

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


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


Contact Information


Lisa Kember Regional Development Director | Ontario

[email protected]

facebook.com/CTCTontario

@LisaKember

www.constantcontact.com/southernontario

Upcoming Seminars

Visit: www.constantcontact.com/learning-center

Insight Provided by KnowHow

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