The State of Email and Social Media Marketing with Alex de Carvalho

© 2012

The State of Email and Social Media Marketing

© 20123

Alex de CarvalhoRegional Development DirectorConstant Contact

[email protected]

facebook.com/thealexdc

@alexdc

© 20124

Grow with Constant ContactGet results fast, with affordable, easy-to-use engagement marketing

tools and free coaching.

Send personalized email newsletters and expand your audience with our list-building

tools.

Manage your events online: send invites,

create an event homepage, and

promote registration.

Turn fans into customers with coupons, downloads, and contest on Facebook

and get new likes and email sign-ups.

Reward loyal customers with shareable local deals

and capture contact info every time

you sell.

Get found by millions online and manage your business info across the web, all

from one place.

Transform your communications into conversations with online surveys and

polls.

Email Marketing EventSpot Social Campaigns SaveLocal SinglePlatform Online Survey

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Facebook LinkedIn InstagramTwitter Pinterest Youtube

© 2012

Email is 40X more effective for marketers than Facebook and Twitter combined

• Email accounts for a far greater share of acquired customers than

social media

• 91% of all consumers use email daily

• Email conversion rates to purchase are at least 3x higher than

social media conversion rates

• Average order values are17% higher via email than social mediaSource: McKinsey and eMarketer

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at its core, marketing is abouteliciting a physical and measureable

RESPONSE

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1. Define an audience 2. run a campaign that targets those people

it’s pretty simple

3. Elicit a physical, measurable response

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when you’re really marketing…

real marketing helps remove emotion and assumption from the decision-making process

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if that doesn’t work, stop doing that. if this works, do more of this.


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re-work it, re-word it, move it to another spot, try again and see if they realize that they care.


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a “NO” isn’t a failure, it’s great insight and data at very low cost


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look at this email newsletter

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look at this email newsletter

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• Lots of physical, measurable response

• Easy to brand with colors, logos, etc…

• 4x the ROI of direct mail*

• Helps to measure and monetize social media

• Authentic engagement with a one-to-many tool

Highly visible, delivered right to the inbox!

email is hard to beat for real marketing value

* Direct Marketing Association

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flip the funneltraditional marketing

find

keep

convert

new marketing

find

keep

convert

“Flip The Funnel: Retention is the New Acquisition”-- Joe Jaffe (@jaffejuice)

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you rely on word-of-mouth

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you rely on word-of-mouth

“Forward” and “Share” are your new best friends

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you

meet

there’s a cycle to relationships

you do more

business

you do business

you

talk

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reach past your own list!

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how can you grow your list?

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

57%

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at register with the check at

end of the meal

on registrationforms

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• Text to join• QR Code opt-in• Sign-up on your

website• Mobile apps

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what should I write about

• what you know that they don’t

• what you have access to that they don’t

• “original” isn’t required… just be interesting and relevant

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what types of emails are there

discounts +coupons

downloads

supporta cause

eventinvites

hints + tips

B2B services

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LESS IS MORE. FOCUS.• Keep it short

• Pictures are key, but keep them small

• Videos get clicked

how much is enough

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a picture is worth…

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repurpose and reuse

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make it easy on yourself

• focus on a vertical or a project

• write articles or find related resources on a single subject

• come up with a weekly or monthly theme

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win the battleof priorities• who is it “from?”• what’s the “subject?”• when do you send your

communication?

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WHO IS IT FROM?winning the battle of priorities

how will you be most recognizable?

SPAM

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2SECONDS 2WORDS 2TODAY

SUBJECT OR HEADLINEwinning the battle of priorities

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SUBJECT OR HEADLINEwinning the battle of priorities

don’t do this

March Newsletter

Joe’s Pet Store Newsletter

Children’s Classes

do this instead

Tomorrow: Need 3 Hammers – Can You Help

3 Tips: help your dogbeat the heat

Limited Spaces available for Children’s Classes

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WHEN TO SEND & POST• for social media

• 3-5 times a week is plenty• use automated tools to help

• for email• monthly is most common • when are they likely to take the action

you want?

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1. divide your list into 3 groups of people

2. select three days in the week to test

3. send your e-mail, watch for best response

FIND YOUR BEST DAY

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FIND YOUR BEST TIME4. use same 3 groups

of people5. select three times on

the day with the best results

6. send email at 3 different times of day

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• 67% don’t see images by default

• text links get more clicks than buttons

• place your logo left or center in email

• include company name in text

• key action must be above scroll line

• do not give too many choices

• make all images clickable (and with text labels)

test it on yourself!(and on your mobile device)

PRACTICAL ADVICE

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have ONE objective

• know what you want them to do• fewer choices mean more action• make it easy and obvious

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make it easy and obvious

• One click away• Above the scroll line• Left or center, avoid right• Not just a graphic, include text link

as well• Not in a list of other options• Make sure you measure response

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never send the whole article

How do you know if they cared?• Post or email a short tease• A few sentences• Link to full piece on your website

or blog• Or link to PDF in Constant

Contact account• Save list of readers in a separate

category for later

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Click to read more…

SAVE AS LIST

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want more referrals?

Just like real life, you have to ask…• Add Forward to a Friend• Turn on Social Share bar• Include Join My Mailing List• Offer something special• Use Simple Share• Make sure to archive your emails

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be yourself!• Use conversational copy

• Include photos of people: you, your staff, etc.

• Once in a while, pull back the curtain

– “I’m running in a 5K”– “Here’s my dog at the

park”

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Q & A

[email protected]

facebook.com/thealexdc

twitter: @alexdc

need help?call a coach, toll-free:

855-816-6508

ready to get started?

visit www.constantcontact.com today

The State of Email and Social Media Marketing with Alex de Carvalho

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Transcript of The State of Email and Social Media Marketing with Alex de Carvalho