Post on 26-Aug-2020
© Constant Contact 2016
Grow Your Business with Email & Social MediaSimple Marketing Strategy for Small Business and Nonprofits
© Constant Contact 2016
Pam WoodConstant Contact Solution Provider/Authorized Local ExpertEmail: pam@enjoyemailmarketing.comwww.enjoyemailmarketing.com
Welcome
Questions after the event?facebook.com/enjoyemailmarketing @enjoyemail
© 2016 Constant Contact, Inc
Let’s Define Email Marketing
• Sending relevant information or promotions
• To a targeted audience: i.e. followers who have“opted-in” to receive your emails
• Your audience will act on your Call to Action helping to create a measurable response
Source: Constant Contact Blog
ROI = $38 per $1 spent
© 2016 Constant Contact, Inc 7
Flipping the funnel: marketing then
Spending time, $’s and energy on print ads, radio/TV, direct mail
© 2016 Constant Contact, Inc 8
Flipping the funnel: marketing now
Now you begin to reach out to people you know > referrals, word of mouth, testimonials
More than 53% of emails are opened on a mobile device
Source: Litmus 12
What is the #1 cell phone app?
Source: Marketing Tech Blog, Business2Community.com
46% of shoppers
rely on social media when making a purchase
88% find online reviews
as trustworthy as personal recommendations
Time’s have changed. We trust strangers.
© 2016 Constant Contact, Inc
Success Story
© 2016 Constant Contact, Inc
Setting Your Goals:What are you trying to achieve?
Increasesales
Reach new customers
Engagedonors
Nurture loyal
relationships
DriveReferrals
© 2016 Constant Contact, Inc
Setting your goals
When will this be accomplished?
What is your target?Set real numbers
Who are you trying to reach?
© 2016 Constant Contact, Inc
Write your own goal!
© 2016 Constant Contact, Inc
Example:
WHO: current/previous members
WHAT: average of 10 attendees/per class
WHEN: over the next 3 months
© 2016 Constant Contact, Inc
…2 of your Facebook fans
see you in their News Feed.
• of email gets delivered to the inbox vs. 77% of regular email.
Over 90%
2% will see your FB posts
© 2016 Constant Contact, Inc
EmailSocial Media
73% more customer engagement
(and time saved!)
57% more new customers39% more business referrals•=
Social Sharing
© 2016 Constant Contact, Inc
• Connect your email Campaign to FB, Twitter and LinkedIn
© 2016 Constant Contact, Inc
Choose Your Platform(s):
Be where your customers are.
© 2016 Constant Contact, Inc 24
When to send & post?
Social media 3-5 x/week is plenty
*Use automated tools(i.e. Hootsuite)
Email1x/month is most common *Use reports to determine
optimal frequency/time
Building Relationships through Content:it’s all about them; not you
80%Valuable content
Sounds like:
“3 common mistakes on your taxes”
Sounds like:
“Let us do your taxes!”
20%Promotion
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Building referrals and loyal relationships by segmenting lists: Ex: Real Estate
© 2016 Constant Contact, Inc
Use content to create a subject line
© 2016 Constant Contact, Inc 29
Tutorial to weatherproof your bag in 5 min.
Top 3 benefits to volunteering this summer
We’re in your neighborhood! Find out where…
How do I weatherproof my new golf bag?
Can I set my own volunteer hours?
Where can I find a map of your location(s)?
…Into Content (to address their pain
points)
Turn Questions…
Content: You don’t have to do it alone: use resources
Interviews or
testimonials
Social media
Blogs
Special guests
Survey results
Industry newsGoogle Alerts
© 2016 Constant Contact, Inc
Pro Tips• Be consistent
• Match colors
• Choose your tone
Brand Recognition Across the Channels:Make your campaigns look like you
Website
© 2016 Constant Contact, Inc
Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015)
Make your campaigns engaging with visuals
Pro Tips• 3 or fewer images
• Make images clickable
• Videos under 90 seconds
Make your campaigns mobile
Pro Tips• Avoid multiple columns
• Use larger font sizes
• Limit your images
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Your goals
Call-to-action
Actual results
© 2016 Constant Contact, Inc
A Call to Action is the link between asking for what you want, and getting it.
Source: Word Stream
Buttons created a
45% boost in clicks
•Call to Action:Text Links Vs.•Buttons?
© 2016 Constant Contact, Inc© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Narrow it down to 1
Use actionable language
Stay above the scroll
Create clickable buttons
3. Setting your goals
Design an awesome
call-to-actionEmails with a single
call-to-actionincreased clicks by
371%
© 2016 Constant Contact, Inc
3. Setting your goals
Half Moon Yoga Goal:
Engage current/previous members to
increase class attendance to an
average of 10 attendees/per class
over the next 3 months.
Call-to-action:
View the schedule
© 2016 Constant Contact, Inc
Where should your call-to-action go?
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Where does your call-to-action go?
© 2016 Constant Contact, Inc
Agenda
© 2016 Constant Contact, Inc
1. Small business marketing today
2.Setting your goals
3. Choosing the right messagea. Pick your platform
b. Build relationships through content
c. Write a call-to-action
4.Measuring success
5.How to get started
© 2016 Constant Contact, Inc
Opens
Industry averages: 8-28%
Best Practices
• Evaluate send day & time
• Optimize subject line
• Recognizable from name
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Click-throughs Best Practices
• Simplify your call-to-action
• Format links to stand out
• Sent targeted content
Industry averages: 5-18%
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Three simple steps…
1. Write your goal
2. Design a call-to-action
3. Measure the results
© 2016 Constant Contact, Inc
You can do this...
...and you can start now.
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
Grow with Constant Contact
All the marketing tools you need together in one place:
Newsletter, survey, event registration, coupons & tips all under one log-in!
© 2016 Constant Contact, Inc
•You really can do this! We’re here to help.
All the marketing tools you need together in one place.
© 2016 Constant Contact, Inc
© 2016 Constant Contact, Inc
• REMINDER: Please be sure to sign in with your contact
information.
• EnJoy Email Marketing will be sending you
a special February Email Offer from Constant Contact to
help you kick off your small business or non profit
marketing!
• I’ll be on site until 1:30 if you have questions.
© Constant Contact 2016
Questions?
Thank You!
pam@enjoyemailmarketing.com
www.enjoyemailmarketing.com