Maximum Impact E-Mail Marketing

Products and Services areSolutions to People’s Problems

o Moneyo Available Timeo Lack of Knowledge/

Skillso Information Overloado Lack of Direction and

Planningo Working on in the

Businesso Lack of internal

Innovation/o Competitive

Innovationo Trying to do it aloneo Getting Clientso Poor Marketing

o A runny noseo Calls from unknown

numberso Being left on holdo Receiving a ‘we missed

you’ after a failed deliveryo No WiFio Bad phone signalso Forgotten passwordso Running out of milko “Nothing to wear”o Leaving the phone charger

at homeo Taxi driver arrives late

Business Market Consumers*

*”Top 50 First World Problems that Bug Us Most”

How Prospects Make Decisions

Guiding Prospects Through a Purchase Decision

You

Your Prospects

A Recent Campaign

The Anatomy of an Email Camaign

Anatomy of an Email Subject Line

BenefitCommandFascination/ DiscoveryHow toQuestionReasons whySeasonalTestimonialsUrgency

Types of Subject Lines

Feel better in just two weeksStop paying high electrical bills!You’ll be amazed at how easy this is!Learn to program html in just three weeksAre you looking for this?Three reasons why you should switch to….Holiday shopping doesn’t have to be so stressful!See why our customers are raving about us!Time is running out!

Increasing the Open Rate

Time of Day 12 am 4am 8am 12pm 4pm 8pm

Email opens by Time of DaySubscribers are likely to open emailafter 12pm, and the most active hoursare 2-5 pm.

7% 5%

3% 1%

Best Time to Send an Email

Anatomy of an EmailBody

Logo and Logo ColorsLet pictures speak Minimize the number of linksInclude social iconsKISS method of graphic designResponsive design; plan for mobile usersLink to websiteProvide support points; build credibilityMinimize overall text. Not more than 20 lines.

1

2

Anatomy of an EmailBody

Write for scan-ibilityShort paragraphsOne idea per paragraph

Create problem awareness.

Present solution

Agitate the problem.

Proof Points

Anatomy of an EmailBody

Proof Points

TestimonialsWOMM

Trial Offer

Write for scan-ibilityShort paragraphsOne idea per paragraph

Grow Your ListPromote Your Campaign

Create remarkable email contentSegment your list and write targeted contentPromote social sharingLink your email signature line to a registration pageCreate promotions that require email address submission to enterPromote via your social media presence. Eg. YouTube.SMS Text Campaigns (short codes and links)Collect cards at ‘live’ networking events

Associations, Chambers, Non-profitsTrade EventsSpeaking Opportunities

We Learned Marketing in High SchoolMaking Friends

Create Intimate Connections“In-to-me-see”

Buyer Persona

Developing Content

Buyer Persona

EducateInformEntertain (fun)Solve problemsPromote products, services, companies, issuesConnect and remind

Educate

Inform

Fun

Solve

Promote

Connect

Your Website

Blog

Pag

e(s)

Planning ContentSmall Business Marketing Mix

Planning ContentEditorial Calendar

Date to Be Published

Funnel Objective

Selected Media

Blog Post Headline

Inspiration/ Example

Photo Selection(s)

New Content Due Date

Previously Written Content

Keywords to Target

Call to Action

20-Mar Awareness FacebookHow to Tell When You Need New Tires

Before/ After Print AdsSide By Side Comparison. Worn tread vs. New Tread

3/19/2017 N/A #NewTires #BaldTiresClick here to learn more. (leads to website)

21-Mar Knowledge

22-Mar Preference NewsletterHow New Tires Saved This Customer

Testimonial campaignsPhoto of happy customer with children.

3/20/2017 N/A Why I choose Brand XFree installation and balancing this week!

23-Mar Purchase

24-Mar AdvocacyYelp! and Facebook

Intro text to recent Yelp! post

Product picture, logo, something else?

3/23/2017 Yelp! PostPositive reviews re: your company/ product/ brand

Come on in and see for yourself! Save 10% between now and Sunday 5pm when you do!

Editorial Calendar Orange County Best Tires

Know what metrics matter

Use data to make

decisionsFocus on the

“click through”

Don’t guess. Use metrics.

18

OPENS

• Gauge interest

• Determine best day/time

Industry averages: 18-28%

19

CLICK-THROUGHS

• Measure success

• Identify engaged readers

Industry averages: 15-18%

20

DID NOT OPENS

• Re-engage audience

• Test new methods

Industry averages: 72-92%

21

OPT-OUTS

• Collect feedback

• Adjust mailing strategy

Industry average: <1%

Exclusive Offer for Today’s Participants

30% OFF for your first 3 months of Email or Email Plus

Promo Code: SAVEQ117

Be a Marketer with Constant Contact!

http://bit.ly/CTCT_ACUBED

Have a business need? We’d love to help!Joe Hines: 714) 872-0561

Brand StrategyWebsitesBlogsSocial Media MarketingEmail CampaignsSearch Engine MarketingSearch Engine Optimization

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Full Service Graphic DesignLogosPackage LabelsAll Printed Marketing Materials

Have a business need? We’d love to help!Joe Hines: 714) 872-0561