The Power of Email Marketing
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Transcript of The Power of Email Marketing
Copyright © 2012 Constant Contact, Inc.
Contact Information
Copyright © 2011 Constant Contact, Inc. 2
Zak BarronRegional Development Director | Mountain States
facebook.com/CTCTzbarron
@zbarron
http://www.linkedin.com/zbarron
www.constantcontact.com/colorado
Upcoming Seminars
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
Introduction
This presentation has three parts,
Copyright © 2012 Constant Contact, Inc. 3
1
2
Connecting to build customer relationships
Informing people who will buy in to your messageand share it with others
3 Growing your businesswith engagement marketing
1 CONNECTSection
Email Marketing Basics
Copyright © 2012 Constant Contact, Inc.
� Connecting with your customers
� Engaging in profitablecustomer communications
� Using email and social media as components of an engagement marketing strategy
4
Why Engage?
Copyright © 2012 Constant Contact, Inc. 5
Q. Where will the majority of next month’s business come from?
A. Existing customers
Why Engage?
Copyright © 2012 Constant Contact, Inc. 6
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 enableongoing dialog
Prospects
Customers
Step 1:
Great customerexperience
You
Step 3:
Content that engagesand spreads
Followers
Friends
Friends
Followers
Marketing Today = Building
Relationships
Suspects
Five Types of People
Copyright © 2012 Constant Contact, Inc. 9
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
11
Sources:
1. Flowtown, 2010
2. Bain and Company
Copyright © 2012 Constant Contact, Inc.
Why Email?
� Because almost everyone your business needs to reach reads it:
� 94% of Internet users between the ages of 18 and 64 send or read email
� An even higher number of users ages 65 or older do the same
� 61% Use a social networking site
� 147 million people across the country use email, most use it every day
12
Sources: Pew Internet and American Life Project 2010
Copyright © 2012 Constant Contact, Inc.
Why Email?
� It’s cost-effective: Direct mail vs. email
� For the same response, direct mail costs 20 TIMES as much as email 1
� Email ROI is the highest when compared to other internet marketing mediums 2
13
1 Forrester Research, Inc.
2 Direct Marketing Association
Copyright © 2012 Constant Contact, Inc.
Email Marketing Is Not:
14
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
15Copyright © 2012 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
16Copyright © 2012 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
17Copyright © 2012 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
18Copyright © 2012 Constant Contact, Inc.
Email Basics Checklist
Ask yourself before you begin email marketing:
Do repeat and referral customers help your business?
Do you have a plan for delivering multiple communications?
Is your audience interested in your message?
Is it valuable to them?
Can you make your emails look professional and reflect your brand?
Do you have an Email Service Provider to help manage your strategy?
19Copyright © 2012 Constant Contact, Inc.
1 CONNECTSection
Building a Quality Email List
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� The benefits of permission-based marketing
� Building a valuable contact list
� Keeping your list current
Consumers Define Spam
21Copyright © 2012 Constant Contact, Inc.
Build Your List Where You Connect
22
Customer & Prospect Database
1
2 3
4
Incoming or Outgoing Calls
Eventsand Meetings
Place of BusinessGuest Book
5
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.
Collecting Information and Permission
24
� Include your logo and brand identity
� Describe your email content and how often you’ll be sending
� Ask about your customers’ interests to stay relevant
� Ask for additionalcontact informationwhen necessary
Copyright © 2012 Constant Contact, Inc.
C o n s i d e r
a s k i n g f o r
y o u r
a u d i e n c e ’ s
p r e f e r r e d
s o c i a l
n e t w o r k .
Sending a Welcome Email
25
� Include your logoand brand identity
� Personalize your message
� Reinforce permission and ability to change preferences
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Response Necessary to Complete Subscription
Sending a Welcome Email
26
� Include your logo and brand identity
� Ask for explicit confirmation
� Include a confirmation link
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Using a Permission Reminder
27Copyright © 2012 Constant Contact, Inc.
Keeping Your List Current
28
� Include your logo and brand identity
� Provide a link so subscribers can update contact info
� Ask for feedback
� Include links to your social sites
Copyright © 2012 Constant Contact, Inc.
List Building and Permission Checklist
Ask yourself as you build your list:
Are you collecting contact information at every customertouch point, including social media?
Are you asking for permission as well as contact information?
Are you clearly describing your email frequency and content?
Are you sending a welcome email or a confirmation email, especially to those who have joined your list via social media?
Are you using permission and subscription reminders tostay current?
29Copyright © 2012 Constant Contact, Inc.
2 INFORMSection
Creating Valuable Email Content
Copyright © 2012 Constant Contact, Inc.
� Determining what is valuableto your audience
� Choosing an effectiveemail format
� Deciding what day andtime to send
Content Has to Meet Your Objectives
� “I want to,”
� Promote
� Motivate purchases
� Increase event attendance
� Inform
� Inform potential customers
� Differentiate my business
� Relate
� Increase loyalty
� Encourage more referrals
31Copyright © 2012 Constant Contact, Inc.
32
QualityKnowledge
Savings
Content Has to Have Valueto Your Audience
Promotional Email
Discounts, coupons, offers, incentives.
Relational Email
Special privileges, acknowledgement
Informative Email
Advice, research, facts, opinions, tips
Copyright © 2012 Constant Contact, Inc.
Coming Up With Valuable
Email and Social Content
� Share your expertise
� Use facts & testimonials
� Give guidance & directions
� Offer discounts & coupons
� Exclusivity & VIP status
� Hold contests & giveaways*
� Acknowledge your audience
33
* Check applicable regulations before deciding to hold a contest or giveaway
Copyright © 2012 Constant Contact, Inc.
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 toEmail Archive or Website
34Copyright © 2012 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
35Copyright © 2012 Constant Contact, Inc.
Branding Emails Consistently
� Use different formats and similar designs,
� Include your logo
� Use consistent colors
� Use meaningful graphics
� Avoid drastic changes
36Copyright © 2012 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?
37Copyright © 2012 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
38
Get the maximum
Impact with
Minimum intrusion.
Copyright © 2012 Constant Contact, Inc.
Ask yourself as you create content:
Are you trying to promote, inform, or relate?
What is your audience interested in?
Is your email format branded and supportive of your message?
Is your email concise and does it include a strong call to action?
Does your content match your frequency and timing?
Are you consistently repurposing valuable content on social channels and investing time to engage and respond?
Email Content Checklist
39Copyright © 2012 Constant Contact, Inc.
2 INFORMSection
Getting Email Delivered and Read
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� Email filters and otherdelivery challenges
� Creating email from andsubject lines
� Using technology to deliveryour email
Is Your Email Fabulous or Filtered?
41
Filtering & Blocking (Avg 81% delivered –
CTCT 97%**)
ESP
Email Authenticated
**Return Path verified
Copyright © 2012 Constant Contact, Inc.
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 Long
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
42
60% of consumers say the "from" line most often determines whether they open an email or delete it.
Source: DoubleClick
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Katejohnsonl@verizon,net
Match “From” Line and
“From” Email Address
� The “From” line – use a familiar email address
43Copyright © 2012 Constant Contact, Inc.
Some email programs display From name + email
Some email programs display only From email
Matt Long
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
44
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
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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
45
SPAM
Example: Typical spam “From” and “Subject” lines
Copyright © 2012 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
46Copyright © 2012 Constant Contact, Inc.
47
Tweet and Share your Email
� Tweet a link to your email automatically
Email Delivery Checklist
Ask yourself before you send your message:
Are your images working together with text to identifyyour email?
Are you avoiding spam-like content in your emails?
Is your Email Service Provider authenticating your email?
Is your From line familiar and are you using a familiaremail address?
Does your Subject line include the immediate benefits ofyour email?
Have you extended the reach of your email by makingit sharable?
48Copyright © 2012 Constant Contact, Inc.
3 GROWSection
Increasing Email Click-Through
and Response Rates
Copyright © 2012 Constant Contact, Inc.
� Tracking and improvingemail delivery
� Increasing opens, clicks,and forwards
� Reducing unsubscribe requests
Tracking and Reporting
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Email Client
Constant Contact Reporting Page
Measure Increases in Overall
Reach
Copyright © 2012 Constant Contact, Inc. 51
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 arecurring issue is present
Copyright © 2012 Constant Contact, Inc. 52
Bounce Management
Analyze “Open” Rates
Use open tracking to spot trends
� Open rates trending down
� Fewer subscribers are enabling images
� Fewer subscribers are clicking links
� Steady open rates
� Assume email is being received
� Check your ESP’s average delivery rate
Copyright © 2012 Constant Contact, Inc. 53
Reporting Page
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 © 2012 Constant Contact, Inc. 54
Reporting Page
Encourage and Reward Email
Forwards and Online Reviews
55
Forwards
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� Use your forward report to:
� Thank people who forward your emails
� Learn about the value of your email content
� Encourage online reviews by those who forward your emails
� Help your most passionate customers spread the word
� Ask them to forward your email and write online reviews
Understand Unsubscribe Requests
56
� 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
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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
57Copyright © 2012 Constant Contact, Inc.
Email Tracking and Response
Checklist
Ask yourself after you send:
Are there any bounced or blocked emails that require attention?
Is your open rate trending upward or downward?
Are you measuring your increase in overall reach, including social networks?
Did your audience take action on your email by clicking through or forwarding your email? What were they interested in? Are you encouraging online reviews by these customers?
Did anyone unsubscribe from your list? Did they give you actionable feedback?
Did you identify any areas for improvement so your next email is more targeted and more effective?
58Copyright © 2012 Constant Contact, Inc.
Take the Next Step
Sign up for a free Email Marketing trial.Satisfaction guaranteed.
Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow!
Sign up today! Fill out a card at the registration deskor
Call toll-free: 866-876-8464
Email + Social =
Success, Guaranteed.
Attend a Free WebinarLearn more about how social media marketing can help small business and nonprofits optimize marketing efforts.
constantcontact.com/learning-center
Get a Social Media Quickstart!Get started building connections through social media marketing, today!
socialquickstarter.com
Copyright © 2012 Constant Contact, Inc.
Contact Information
Copyright © 2011 Constant Contact, Inc. 60
Zak BarronRegional Development Director | Mountain States
facebook.com/CTCTzbarron
@zbarron
http://www.linkedin.com/zbarron
www.constantcontact.com/colorado
Upcoming Seminars
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow
Customer Spotlight: Atlas Travel
61
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.
62
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.
63
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.
Customer Spotlight:
The Parks Image Group, Inc.
64
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.
65
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.
66
List Size: 2952
Open Rate: 23.8%
Location: Decatur, GA
Customer Since: Sept 2005
Website: www.dekalbchamber.org
� Keeps members & subscribers informed about events with a weekly newsletter
� Utilize campaign scheduling to send reminders for seminars and events
� Increase their non-dues revenue through paid member advertising opportunities with e-blast sponsorship campaigns and ad space in the weekly newsletter
� Offer 3-part series Constant Contact seminars regularly
“Constant Contact is an invaluable marketing resource for our members.
Given the slowing economy, this is a key time for them to invest in tools
that will allow them to nurture their current customer relationships. Having
Pam available to give seminars and answer questions is an important
asset to our community and we’re excited to be working with her.”
Janniece Leonard, Marketing & Communications ManagerDeKalb Chamber of Commerce
Chamber of Commerce Partner Spotlight:DeKalb Chamber of Commerce
Copyright © 2011 Constant Contact, Inc.
67
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.
68
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.