Power of Email Marketing, Souhegan Chamber of Commerce
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Transcript of Power of Email Marketing, Souhegan Chamber of Commerce
Copyright © 2011 Constant Contact, Inc.
Leveraging Social Media
Contact Information
Copyright © 2011 Constant Contact, Inc. 2
Joanne RandallAuthorized Local Expert (ALE), Constant Contact
facebook.com/LeapYearMarketing
@LeapYrMarketing
http://www.linkedin.com/in/JoanneRandall
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
Why Engage?
Copyright © 2011 Constant Contact, Inc. 3
Q. Where will the majority of next month’s business come from?
A. Existing customers
Why Engage?
Copyright © 2011 Constant Contact, Inc. 4
Q. What is your best source for new business?
A. Existing customers
Engagement Marketing is using technology to make “it” happen
Email marketing Trusting relationships Early relationships Encourage broader relationships
through SMM
Social media marketing New relationships New prospects Encourage deeper relationships
through EM
3 Steps to Building Relationships
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Step 2:Connections that enable
ongoing dialog
Prospects
Customers
Step 1:Great customer
experience
You
Step 3:Content that engages
and spreads
Followers
Friends
Friends
Followers
Marketing Today = Building Relationships
Suspects
Five Types of People
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Customers DisinterestedProspectsRaving Fans
$
Time… Money… Energy… Effort
Takes 7 touches, on average, for a sale to occur
Some buy right away
Others research and try
Some show interest but don’t trust you
Acquiring Customers
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1 2 3 4 5 6 7
Keep Customers Coming Back
The value of a customer You’ve already paid for them
It’s 6-7 times more expensive to gain a customer than to retain a customer 1
They spend more
Repeat customers spend 67 percent more 2
They are your referral engine
After 10 purchases, a customer has already referred up to 7 people 2
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Sources:1. Flowtown, 20102. Bain and Company
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Email Marketing Is Not…
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Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)
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SPAM
Email Marketing Is…
Delivering professional email communications
To an interested audience
Containing information they find valuable
11Copyright © 2011 Constant Contact, Inc.
Basics of Email Marketing
Setting expectations How many emails sent When are emails sent What type of information
Delivering on promises Matching expectations Providing relevant content
Abiding by CAN SPAM Act
Gaining permission Do they know me? Do they care?
Utilizing professional services
12Copyright © 2011 Constant Contact, Inc.
Regular Email vs. Email Service Provider
Standard email programs(e.g. Outlook, Hotmail)
Limited # of emails sent at one time
No formatting control
List break up more susceptible to filters
No cohesive branding
No tracking and reporting of email results
13Copyright © 2011 Constant Contact, Inc.
Regular Email vs. Email Service Provider
Email marketing services automate best practices
Provide easy-to-use templates
Reinforce brand identity
Email addressed to recipient only
Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribers
Improve email delivery, track results and obey the law
14Copyright © 2011 Constant Contact, Inc.
Consumers Define Spam
15Copyright © 2011 Constant Contact, Inc.
Build Your List Where You Connect
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Customer & Prospect Database
1
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Incoming or Outgoing Calls
Eventsand Meetings
Place of BusinessGuest Book
Guests5
Online Presence
57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business.Source: Transact Media Group
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Email Signature
K Smitheen
Integrate Email Marketing and Social Media Marketing
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Make a Join My Mailing List available on all social media platforms.
Make social media buttons a consistent part of all emails.
Using a Permission Reminder
18Copyright © 2011 Constant Contact, Inc.
Content Has to Meet Your Objectives
“I want to…” Promote
Motivate purchases Increase event attendance
Inform/Educate Inform potential customers Differentiate my business
Relate Increase loyalty Encourage more referrals
19Copyright © 2011 Constant Contact, Inc.
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Quality Knowledge
Savings
Content Has to Have Valueto Your Audience
Promotional EmailDiscounts, coupons, offers, incentives.
Relational EmailSpecial privileges, acknowledgement
Informative EmailAdvice, research, facts, opinions, tips
Copyright © 2011 Constant Contact, Inc.
Coming Up With ValuableEmail and Social Content
Share your expertise
Use facts & testimonials
Give guidance & directions
Offer discounts & coupons
Exclusivity & VIP status
Hold contests & giveaways*
Acknowledge your audience
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* Check applicable regulations before deciding to hold a contest or giveaway
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Keeping Email Content Concise
Host large bodies of content… On your website In a PDF document In a longer archived version
Email only essential information Use bullets or summaries Link directly to the information Give instructions if necessary
Repurpose content sound bytes for Social Media Drive social content back to
Email Archive or Website
22Copyright © 2011 Constant Contact, Inc.
Come with Parker Travel Adventure Group and meet fellow travel enthusiasts near you. Join us for our annual rafting trip August 23 _ 26, starting at the base of Glen Canyon. There are still six spaces available for anyone interested in joining the group.
Complete package start $399 with flights from New York and Boston.
Determine Appropriate Format
Newsletters Frequency: Regular i.e. monthly / weekly Lots of educational content (typically non-promotional) Use bullets, summarize information, be concise
Promotions / Invitations / Surveys Frequency: Depends on your business and sales cycle Focus on promotion / limited content Use content to invite click-through or other action
Announcements Frequency: Event-driven Press releases, holiday greetings, thank you cards… Use content to build deeper relationships
23Copyright © 2011 Constant Contact, Inc.
Calling Your Audience to Action
Calls to Action include… Links to click on
Information to print out
Phone numbers to call
Instructions for reading the email
Instructions for saving the email
Describe the immediate benefits… What’s in it for your audience?
Why should they do it now?
24Copyright © 2011 Constant Contact, Inc.
Frequency & Delivery Time
How often to send Create a master schedule – be consistent! Include frequency in online sign-up “Monthly Newsletter” Keep content concise and relevant to planned frequency Invest time to repurpose content on social channels
When to send When is your audience most likely to read it?
Day of week (Tuesday & Wednesday) Time of day (10am to 3pm)
Test for timing Divide your list into equal parts Send at different times and compare results
Re-stimulate social conversations: repost, retweet
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Get the maximumImpact with
Minimum intrusion.
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Is Your Email Fabulous or Filtered?
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Filtering & Blocking (Avg 81% delivered – CTCT 97%**)
ESP
Email Authenticated
**Return Path verified
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AOL MSN Yahoo other ISPs
Image blocking Block-listing
Individual filters Friends-listing
Bouncing Reputation
Challenge responses Sender authentication
Blocking
Deliverability issues:
Email Spam
Matt [email protected]
Joe Hahn
Nancy Feldman
Getting Email Opened
The “From” line – Do I know you?
Use a name your audience recognizes Include your organization
name or brand
Refer to your business in the same way your audience does
Be consistent
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60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick
Copyright © 2011 Constant Contact, Inc.
[email protected]@verizon,net
Match “From” Line and“From” Email Address
The “From” line – use a familiar email address
28Copyright © 2011 Constant Contact, Inc.
Some email programs display From name + email
Some email programs display only From email
Matt [email protected]
Joe Hahn
Nancy Feldman
Create a Great Subject Line
The “Subject” line – do I care? Keep it short and simple 30-40 characters including
spaces (5-8 words) Incorporate the immediate benefit
of opening the email Capitalize and punctuate carefully
Avoid copying the techniquesinherent in spam emails
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30% of consumers say the “subject" line most often determines whether they open an email or delete it.Source: DoubleClick
Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer
Copyright © 2011 Constant Contact, Inc.
Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t.-Worldata, 2011
Avoiding “Spam-speak”
The words: free, guarantee, spam, credit card etc.
ALL CAPITAL LETTERS
Excessive punctuation !!!, ???
Excessive use of “click here”
$$, and other symbols
No “From:” address
Misleading subject lines
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SPAM
Example: Typical spam “From” and “Subject” lines
Copyright © 2011 Constant Contact, Inc.
Extend the Reach of Your Email
Make your content shareable
Encourage readers to Like and Share your Email across their social networks
Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content
Use a sharebar to collect contacts wherever your email is shared
31Copyright © 2011 Constant Contact, Inc.
Measure Increases in Overall Reach
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Social Stats shows “Shares” and “Likes” for Shared Email Campaigns
Deal with Bounced &Blocked Email
Non-existent address Check for obvious misspellings Try to obtain a new address
Undeliverable/mailbox full/email blocked Try re-sending later Correct temporary issues Obtain a new address if a
recurring issue is present
Copyright © 2011 Constant Contact, Inc. 33
Bounce Management
Capitalize on Click-Throughs
Use click tracking to determine: Audience interests
Clicks tell you what topics were interesting Save clickers in an interest list for targeted follow up
Goal achievement Use links to drive traffic toward conversion Compare clicks to conversions and improve
Copyright © 2011 Constant Contact, Inc. 34
Reporting Page
Understand Unsubscribe Requests
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An unsubscribe request happens when your subscriber no longer wants to receive your emails
Offer your subscriberspermanent list removal
Best practice is automatic removal with an unsubscribe link
Copyright © 2011 Constant Contact, Inc.
Reduce Unsubscribe Requests
Why do people unsubscribe? Over-communication
Irrelevant content
Poor targeting
Enable your audience to leave comments when unsubscribing from your list
Take action on feedback
36Copyright © 2011 Constant Contact, Inc.
Customer Spotlight: Atlas Travel
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List Size: 1,558 Open Rate: 26% Location: Milford, MA Customer Since: June 2002 Website: www.atlastravel.com
■ Different departments use custom templates to maintain brand
■ Sign up box on website and in emails
■ Segments contacts to market content to specific audience
“With Constant Contact, I can turn over the process of "list management" and email broadcast campaigns to non-technical staff which frees me up to focus on my tasks at hand.”
Rock Blanco,Chief Technology Officer
Copyright © 2011 Constant Contact, Inc.
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Customer Spotlight: Bethany First Church of the Nazarene
List Size: 1354 Open Rate: 51% Location: Bethany, OK Customer Since: February 2007
Website: www.bethanynaz.org ■ Informs readers about upcoming
services and events ■ Links to more information and
registration for events ■ Use email to drive traffic to website
“As a church, our goal is not selling anything or raising revenue, but Constant Contact helps us keep our community of faith informed of up-coming events and news that they wouldn’t know any other way.”
Bob Miller,Communications
Copyright © 2011 Constant Contact, Inc.
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List Size: 2136
Open Rate: 30.1%
Location: Suwanee, GA
Customer Since: May 2005
Website: www.XtremeTransformationsPT.com
Announce training dates and special offers.
Track sources from sign-ups and review reports to determine what advertisements to repeat
Use results from 3 minute customer satisfaction surveys for quality control to determine bonuses and raises for trainers
Website statistics spike from 20 to 75 visitors when email campaigns are sent
In 3 years, grown from in-home personal training with 2 trainers to 2 studios, franchise locations, 7 trainers and 2 companies, XtremeTransformations & Xtreme Bootcamp
Customer Spotlight: Xtreme Transformations
“Constant Contact Email Marketing and Survey products are the best bang for the buck…by far.”
Pete Peidra, CPT, AFTA, Certified Personal Trainer
Copyright © 2011 Constant Contact, Inc.
Contact Information
Copyright © 2011 Constant Contact, Inc. 40
Joanne RandallAuthorized Local Expert, Constant Contact
facebook.com/LeapYearMarketing
@LeapYrMarketing
http://www.linkedin.com/in/JoanneRandall
724-603-LEAP or 603-344-8843
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
Thank you!
Copyright © 2011 Constant Contact, Inc. 41
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Copyright © 2011 Constant Contact, Inc. 43
Copyright © 2011 Constant Contact, Inc. 44
Take the Next Step
45
Sign up for a free,60-day trial of Constant Contact Email Marketing
No risk, no credit card required. Get coaching and support, grow our email lists, access to over 400+ templates, and measure and track results
Toll-free: 866-876-8464
Attend Getting Started with Constant Contact Email Marketing
Get a demonstration of Email Marketing in action. See how easy it is to create an email, manage contacts, track results, as well as send your email, and extend its social reach.
[RDD Regional URL]
Register for: “Constant Contact Email Marketing Live Tour”
Learn more about how professional Email Marketing Newsletters and Communications can help you build relationships and grow your business.
constantcontact.com/learning-center
Attend a Seminar Email Marketing60-Day Trial
Email MarketingLive Product Tour
FREE!FREE!
FREE!
Copyright © 2011 Constant Contact, Inc.
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
Thank You & Questions
Copyright © 2011 Constant Contact, Inc. 46
Kelly FlintRegional Development Director | Los Angeles
facebook.com/kellyflint.constantcontact
@kellyflint
http://www.linkedin.com/in/thekellyflint
www.constantcontact.com/REGION
Upcoming Seminars
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Blank slide to separate optional examples
Customer Spotlight: The Parks Image Group, Inc.
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List Size: 1016
Open Rate: 42.3%
Location: Atlanta, GA
Customer Since: April 2006
Website: www.TheParksImageGroup.com
Update of current activities.
Tips on current fashion trends.
Etiquette tips & Book suggestions
Tips and articles for Men
Articles on topics related to the current season and related products of interest.
Copyright © 2011 Constant Contact, Inc.
Customer Spotlight: Bella Web Design, Inc.
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List Size: 207
Open Rate: 50.1%
Location: Marietta, GA
Customer and Business Partner Since: 10/06
Website: www.bellawebdesign.com
Send quarterly emails to announce new clients and services
Uses website sign-up box to increase list size
Includes links to current projects and business tips “Constant Contact has been crucial in communicating
with more than 200 clients. We used to use Outlook but could only send 25 at a time and the graphics were unprofessional. Constant Contact raised our customer awareness of our services and has given us a very professional look which comes through with each email we send. It keeps us at the top of our customer’s thoughts when they need online marketing assistance.”
Desiree C. Scales, CEO
Copyright © 2011 Constant Contact, Inc.
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Case Study: Jack-Tar American Tavern
List Size: 950
Open Rate: 43%
Location: Marblehead, MA
Customer Since: 2005
Website: www.jacktarmarblehead.com
A classic New England tavern that specializes in creatively-prepared American fare
Relies on email to communicate with customers in a timely, consistent, and personal basis
Sends weekly email announcements and/or promotions
Started a loyalty program and has grown “Admiral Club” membership to 1,000
Copyright © 2011 Constant Contact, Inc.
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What Creative Promotions Do They Use?
“Beat the Clock” emails Order at 5:15 pm, pay $5.15 Order at 6:25 pm, pay $6.25
“We’ve missed you” emails to Admiral Club members with coupons for 25% off certain menu items
Announcements about special events and unique dining opportunities
Copyright © 2011 Constant Contact, Inc.