Marketing Your Business with Email

Online Marketing FundamentalsMarketing 101

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Keep in Mind:

• It’s About Them, not You

• Process, not One-and-Done

• Understand Your Segments

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Customers Always Go Through a Buying Cycle

A - AttentionI - InterestD - DecisionA - Action

#1 Aspect of Human Behavior Today

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Touchpoints

5xDirect Mail

10xOnline2016

18.2xOnline2019

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Online Clutter Means You Need to “Touch” Them Multiple Times

Three Most Important Thingsin Online Marketing:

ContentContent

Content

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Match Your Content to What People are Already Thinking About

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Seasonality

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Map Out Your Content Themes In Advanceon a Calendar

Father’s Day&

Graduations

Back to School

Halloween

Email Marketing Fundamentals & Why Email

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Q: What is the #1 app on smartphones?

A: EmailMore than half of all emails are opened on a mobile deviceMore people own a cell phone than own a toothbrush!

Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey

It’s reliable

Email gets delivered 95+% of the time

(Facebook posts reach just 2% of fans)

Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey

People read it

88% regularly check email on their

smartphones

91% of people check their email daily

Email marketing has 3x the conversion

rate as social media

For every $1 spent on email marketing, there is a

$44.25 average ROI...but plan on yours being less

Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce com Constant Contact Small Business Growth Survey

Sales Funnel

Leads - Marketing

Qualify

Close

Sales

Marketing emails feed the top of your

sales funnel Marketing emails speed up the sales

cycle

Marketing emails help you close more sales

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I Heard “Email is Dead”

Quotes from the article:

• My new social network is an email newsletter

• Inbox becoming a more attractive channel

• Private modes of sharing

• Traditional social media…have all incentivized…negative patterns

• I own my audience

• You don’t have to fight an algorithm

Creating Email for Marketing

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Should your first impression be this: Or this?Marketing…this or this?

20 lines of text or less

Less is more.How much is enough?

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3 pictures or less

Monthly is probably enough for most businesses“Have something to say or share”

Fewer links,

more clicks

sharp decline3+

most clicks1

still okay2

forget it5+

Clicks per Link

00.010.020.030.040.050.060.070.08

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30

Number of Links

Clic

k R

ate

5 Ways to Protect Your Pipes this Winter

Your Top 3 Mileage Deduction Questions

10 Ways to Increase Event Attendance

How do I ensure my pipes won’t burst this winter?

Can I deduct the mileage I drive for volunteering?

How do I get more people to attend my events?

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…Into Subject Lines & Content Ideas

Turn Questions…

Images are content too!90% of information processed by the brain is visual content

22Source: www.adweek.com

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Make All Images Clickable

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Otherwise, your entire email shows up looking like

this...with the red “x’s”

But Don’t Make Everything an Image

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In the Subject Line:

Personalize Subject Lines & Salutations

In the Salutation, too (Dear <Contact First Name>)

This is enough information to get you started!

The Next Steps are Up to You

Sign up for a Free 30-day trial of Constant Contactby clicking here

It’s Time to Start Marketing!