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

MBECMississauga Business EnterpriseCentre

Your central source for small business information, resources and guidance.

mississauga.ca/mbec

SMALL BUSINESS TRAININGOnline Webinars

mississauga.ca/mbec

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

• Free mentorship and guidance

• 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

thefutureisunlimited.ca

thefutureisunlimited.ca

Mississaugamade.ca

thefutureisunlimited.ca

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?

thefutureisunlimited.ca

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

• Print

• 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)