Post on 20-Aug-2020
CONNECT WITH US @MississaugaEDO
July 2020
Presented by
Laura Dunkley@LauraLDunkley
Digital Marketing Consultant, Mississauga Business
Enterprise Centre (MBEC)
EMAIL MARKETING 101SMALL BUSINESS BASICS
DISCLAIMER
thefutureisunlimited.ca
This webinar is hosted by The Corporation of the City of Mississauga’s Economic Development Office (the “City of Mississauga”). The information/materials provided in this webinar have been authored, prepared and delivered by other third parties and are intended as general information only, and do not comprise and should not be considered professional advice, directions or recommendations nor a complete statement of the law on any particular topics presented. Every situation is unique and involves specific business, commercial, health and safety and legal issues within a provincial/federal regulatory framework which is constantly changing and evolving. The information, views and opinions expressed on this webinar do not reflect those of the City of Mississauga and are not endorsed or recommended in any way by the City of Mississauga and should not be relied upon without the benefit of independent professional advice. It is further recommended that you contact an appropriate licensed professional and the responsible departments of the Provincial/Federal Government and obtain specific advice and direction with respect to any topics in this webinar. The City of Mississauga expressly disclaims any responsibility or liability for any use or reliance on, and any inaccuracies, errors or omissions contained within the information, materials and opinions presented by in this webinar.
LAURA DUNKLEY Digital Marketing Consultant - MBEC
Laura has spent over 20 years as an entrepreneur. After selling her retail business in 2008, Laura worked as an independent communications consultant before joining the team at MBEC in 2017.
Offering her extensive knowledge and expertise in the area of social media, digital marketing, and public relations, Laura continues to help numerous entrepreneurs and small business owners develop communication strategies to launch and grow their businesses in this digital era.
Twitter / Instagram / LinkedIn @lauraldunkleyBlog - LauraDunkley.comContact – laura.dunkley@Mississauga.ca / 905-615-3200 ext 4094
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Your central source for small business information, resources and guidance.
mississauga.ca/mbec
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Are you 18 years and over interested in starting, expanding or purchasing a business in Mississauga?
The program provides:• Free training and business skills development
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• Opportunity to apply for a program grant of up to $5,000 after the completion of mandatory training and mentorship.
MISSISSAUGA.CA/STARTERCOMPANYPLUS
mandatory info session dates –Aug 4, 6 (general) 11, 13 (music industry)
STARTER COMPANY PLUSPROGRAM
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Digitalmainstreet.ca/shopHERE
1. Branded online Shopify store
2. Help setting up store3. Ecommerce & Digital
Marketing support4. Access to Free tools
** The ShopHERE
program is free for
participants to sign up
and have a Shopify store
built. Businesses will be
responsible for the
monthly Shopify fee after the initial 90-day trial.
What do businesses and Artists get as part of ShopHERE?
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www.thefutureisunlimited.ca/covid-19/thefutureisunlimited.ca/covid-19
Source: mailchimp.com/marketing-glossary/email-marketing/
EMAIL MARKETING is a form of direct marketing that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers. It can also play a pivotal role in teaching folks about your brand or keeping them engaged between purchases.
WHAT IS EMAIL MARKETING
EMAIL MARKETING
TYPES OF EMAILS - ECOMMERCE
PROMOTIONAL
• New Products/Services
• Time-sensitive deals
• Subscriber-only discounts
• Seasonal Promotions
• Newsletter
• Content Update
• Order Confirmation
• Order Receipts
• Shipping Notification
• Check-in/Feedback
TRANSACTIONAL LIFECYCLE
• Shopping Cart Abandonment
• Welcome email series
• Second order emails
• Win-back series
3.9BUsers
In 2019 global email users amounted to 3.9 billion users (Statista, 2020). This figure is set to grow to 4.3 billion users in 2023 (Statista, 2020).
81%of SMBs still rely on email as their primary customer acquisition channel, and 80% for retention (Emarsys, 2018).
87%of marketers use email marketing to disseminate their content (Content Marketing Institute, 2019)
WHY ?
$1=$42
For every $1 you spend on emails marketing, you can expect an average return of $42 (DMA, 2019)
69% more orders
Sending three abandoned cart emails results in 69% more orders than a single email (Omnisend, 2018).
EMAIL MARKETING 101
Ref: https://www.oberlo.ca/blog/email-marketing-statistics (June 2020)
•
78%
Ref: https://optinmonster.com/is-email-marketing-dead-heres-what-the-statistics-show/
Email is used by [almost] everyone!
EMAIL MARKETING 101
www.hubspot.com/covid-data
COVID-19 DATA
EMAIL MARKETINGDIGITAL MARKETING 7 STEPS
1. BUSINESS PLAN
2. TARGET AUDIENCES
3. SET GOALS
4. RIGHT CHANNELS
5. THE PLAN
6. GREAT CONTENT
7. TRACK PERFORMANCE
EARNEDPAID
OWNED
• Audience
• Trends
• Budget/Resources
• Regulations
• Effort : Impact
1. BUSINESS PLAN
2. TARGET AUDIENCES
3. SET GOALS
4. RIGHT CHANNELS
5. THE PLAN
6. GREAT CONTENT
7. TRACK PERFORMANCE
DIGITAL MARKETING 1017 STEP GUIDE
Build your list
• Networking events
• Tradeshows
• Point of Sale
• Digital Material
• Event Registration
• Webinars / Virtual Events
• Surveys
GETTING STARTED
EMAIL MARKETING 101
•
What value will you offer your clients?
Give people a reason to join
• Contest
• Discount
• Giveaway
• Information
• V.I.P. Status (first to know)
EMAIL MARKETING 101
Ref: https://www.fightspam.gc.ca/eic/site/030.nsf/eng/home
EMAIL MARKETING 101
•
•
•
•
•
More information - https://crtc.gc.ca/eng/com500/faq500.htm
bit.ly/mississauga-edo-enews
Let them know • Who is sending
them information• What they will
receive• How often • How to contact
Information about company
• What the information will be used for? Municipal Act 2001 Section 11
• How to unsubscribe
•
…beyond consent for the EU
Ref: https://www.the-cma.org/regulatory/privacy/eu-privacy-law
GDPR General Data Protection
Regulation
Does the law apply to you?If you're a Canadian organization, you are subject to the GDPR if you:• Have an establishment or physical presence in the EU,• Offer goods or services to EU residents (even at no
charge), or;• Intentionally monitor or profile behaviours of
individuals in the EU.• There are also implications if you are a third-party
processor of EU personal data.
Effective as of May 25
2018.
EMAIL MARKETING 101
• The right to be informed• The right of access• The right to rectification [correct information]• The right to erasure [remove information]• The right to restrict processing• The right to data portability [transfer data]• The right to object [to data processing]• Automated decision making & profiling rights –
Safeguards against risks during automation
GDPRGeneral Data Protection
Regulation
Ref: https://www.the-cma.org/regulatory/privacy/eu-privacy-law
EMAIL MARKETING 101
e.g. MailChimp, Constant Contact, Aweber, HubSpot
Use 3rd Party
• Automation
• Forms
• Low cost + scalable
• CASL/GDPR compliant
• Templates available
• Reporting
• List management
• Integration with other digital tools
EMAIL MARKETING 101
Read More: https://blog.hubspot.com/marketing/best-email-marketing-services
Use statistics as benchmarks
• Engagement rates for your industry• What is a good open rate?• What is more popular – mobile / desktop?
Ref: (updated April, 2020)https://www.smartinsights.com/email-marketing/email-communications-strategy/statistics-sources-for-email-marketing/
PLAN
EMAIL MARKETING 101
•
Is there a best time to send emails?
General Guidelines• Tuesday, Wednesday, Thursday• Avoid Mondays• Weekends • Send a few days before and then a reminder
right before event if it makes sense • Daytime, but now with mobile, people are
opening their emails later.
KNOW YOUR AUDIENCE
EMAIL MARKETING 101
•
Make it EASY to sign up (and manage)
• Website Simple
Timely = across all the website, end of article, end of form
Embed / Pop-Up
• Email signature
• E-Newsletter Surveys
• End of articles
• Social Media
Profiles, CTA, posts
• Event attendee lists
check consent (implied>express) .csv file
• Graphics
clear messaging, adds emphasis, hyperlink
• Print marketing
limited space so use one URL
Website (general)
Landing page (campaign)
TIP - shorten URL e.g. Bitly.com
EMAIL MARKETING 101
BUILD Offer value to increase email subscribers
Advertising, Content marketing, Contest, etc.
NURTURE Thank them for signing up! Send them promotional/news -More giving than getting
Welcome automated email, E-Newsletters, promotions
CONVERT ‘nudge’ to buySale is made [to some]
Invite to an event,sale/promotion, new release
RETAIN LearnAdaptStay in touch Promote product
• Send thank-you• Retarget campaigns• Support emails• Confirmation of sale• Customer service feedback
EMAIL MARKETING 101
Track Marketing Campaigns
Learn more –https://www.socialmediaexaminer.com/how-to-use-google-analytics-to-eliminate-uncertainty-chris-mercer/
https://ga-dev-tools.appspot.com/campaign-url-builder/
https://www.thefutureisunlimited.ca
MailChimp
SCP-2020
ENews
SCP-2020-now-open
BUILD
Email Marketing – Track Performance
Traffic to landing pages (#, type) Advertisements (# + $)Content (# + $)Incentives (# + $)
NURTURE# Email subscribers# Email Campaigns# Emails confirmed emails sent + opensEmail Domain Performance (trouble shooting)
CONVERT# ClicksType of articles clickedRevenue generated
RETAIN#UnsubscribesDirect emails (# + comment)Feedback surveys (polls)Customer stats ($$ spent, time)
Tracking Marketing Campaigns
Learn more –https://www.socialmediaexaminer.com/how-to-use-google-analytics-to-eliminate-uncertainty-chris-mercer/
TRUTH is in
the TRENDS
POWER is in
the PATTERN
- Chris Mercer
65%of people
are visual
learners
People
process
visuals
60,000x
FASTER
43% MORE
PERSUASIVE
DESIGN
+EMAIL MARKETING 101
Source: https://neilpatel.com/blog/visual-content-you-need-to-use-in-your-marketing-campaign/
Design Tips • Keep it Simple
• Targeted
• Important stuff on top
• Quality graphic/photo
• Use headers
• Max 2 fonts
• Responsive
• Brand it!
• White space is okay
• Width matters.
EMAIL MARKETING 101
Tips
• Choose a great subject line• Have a solid hook.• Keep your email short & to the point.• Clear “Call to Action”• Use clear and direct language.• Make it ‘scannable’• Reads well on mobile & desktop.
WRITING
Subject line
Headline
Logo
Body
Main Image
Background Colour(White)
Body Container Colour (Green)
Call to Action (CTA)
Business Information + Main CTA
Social Links
Terms & Conditions, name and/or company namephysical mailing address, contact informationan unsubscribe mechanism
FOOTER AREA
EMAIL MARKETING 101
EMAIL MARKETING 101
• Reaffirm - double opt-in• Automated – easy to manage• Fulfillment confirmation – sales, registration, etc.• Make sure future emails get through• Helps build trust Tell more about company Provide Chance to personalize (gather info)
EMAIL MARKETING 101
See more: https://econsultancy.com/10-examples-of-welcome-emails-of-varying-quality-from-online-retailers/
EMAIL MARKETING 101
Campaign Examples
See more: https://www.canva.com/learn/best-email-designs/
Email Campaign – Scenario
• Business Goal – Increase market share for cat & dog grooming • Business Objectives – Get 20 new dog & cat grooming clients by the end of July• Target Audiences – Cat & Dog clients are very different (persona research)• Marketing Goals
• Bring awareness to the grooming services offered. • Increase acceptance that Pet Palace can provide the ‘royal’ treatment• Get people to sign up to try the services.
EMAIL MARKETING 101
• Tactics• Offer a 2 day event with free 15 minute free grooming – one day for cats,
and one day for dogs• Promote the event through email campaign, social media, in-store
• Metrics to measure success • Emails sent / opened / clicked thru (MailChimp)• Social Media posts + shares• Traffic to landing pages (MailChimp)• Positive feedback (In-store, Google review, social media shares, etc.)• Appointments booked • Repeat customers [retention]
EMAIL MARKETING 101
Sign up herebit.ly/email-marketing-demo-list
Oct 27
When replicating a past campaign? Check details!!
Cat & Dog Grooming – Email Campaigns
• 3.9B people have emails & growing• SEGMENT = PERSONALIZATION• PLAN as part of your digital marketing strategy• TRACKING SUCCESS starts at the beginning• DO, LEARN, ADJUST• DESIGN matters – keep it simple & get to the point• Email Marketing in ALL stages of the Customer Journey• Start now collecting email subscribers• Remember to get CONSENT
EMAIL MARKETING 101
EMAIL MARKETING 101SMALL BUSINESS BASICS
CONNECT WITH US @MississaugaEDO
July 2020
Presented by
Laura Dunkley@LauraLDunkley
Digital Marketing Consultant, Mississauga Business
Enterprise Centre (MBEC)