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3 Keys to Email Mktg.

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3 Keys to Email Mktg.

  1. 1. 3 Keys to Email Marketing Connect. Inform. Grow.Copyright © 2010 Constant Contact Inc.
  2. 2. Introduction RDD Name Regional Development DirectorRDDs: Insert Constant Contact, Inc. your photo here Email: RDDEMAIL@constantcontact.com Schedule: www.constantcontact.com/REGION facebook.com/RDDINFO @RDDINFO 2 Copyright © 2010 Constant Contact, Inc.
  3. 3. Email Marketing Is… …delivering professional email communications… …to an interested audience… …containing information they find valuable.Copyright © 2010 Constant Contact, Inc. 3
  4. 4. Using an Email Service Provider Email Service Providers 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 unsubscribes ■ Improves email delivery, tracks results and obeys the lawCopyright © 2010 Constant Contact, Inc. 4
  5. 5. Acquiring Customers It Takes Time, Money, Energy & Effort… On average, it takes 7 touches for a sale to occur. ■ Some buy right away ■ Others research and try ■ Some show interest but don’t trust youCopyright © 2010 Constant Contact, Inc. 5
  6. 6. Converting Leads to Customers Communications Impact One-time touch Immediate Purchaser Immediate Purchase Interested (Buy Later) Unlikely to Return Not Now (Maybe Later) No Interest Ongoing Interaction Immediate Purchaser Immediate & Follow-on Purchases Interested (Buy Later) Capture Interests Not Now (Maybe Later) & Communicate No Interest Unlikely to ReturnCopyright © 2010 Constant Contact, Inc. 6
  7. 7. Key # 1 Build Your List With PermissionCopyright © 2010 Constant Contact Inc.
  8. 8. Making the Connection Build Your List Where You Connect! Service or Events Sales Calls and Meetings Email Signature In-store Guest Book Website Signup Customer & Prospect DatabaseCopyright © 2010 Constant Contact, Inc. 8
  9. 9. Types of Permission Types of permission Explicit: Opt in from your website or storefront ■ “Join our mailing list” ■ Single vs. Double Opt-in Implicit: Requests for information / registration forms, existing customer relationship Note: Always make sure to ask for permission when collecting informationCopyright © 2010 Constant Contact, Inc. 9
  10. 10. Key # 2 Set Your Objectives, Then Choose Appropriate Format & FrequencyCopyright © 2010 Constant Contact Inc.
  11. 11. Set Your Objectives “I want to…” ■ Promote ■ Motivate purchases ■ Increase event attendance ■ Inform ■ Inform potential customers ■ Differentiate my business ■ Relate ■ Increase loyalty ■ Encourage more referralsCopyright © 2010 Constant Contact, Inc. 11
  12. 12. Provide Value to Your Audience Promotional Relational Email Email Discounts, Savings Special coupons, offers, privileges, incentives. acknowledgement Knowledge Quality Informative Email Advice, research, facts, opinions, tipsCopyright © 2010 Constant Contact, Inc. 12
  13. 13. 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 relationshipsCopyright © 2010 Constant Contact, Inc. 13
  14. 14. Frequency & Delivery Time How often to send ■ Create a master schedule ■ Include frequency in online sign-up “Monthly Newsletter” ■ Keep content concise and relevant to planned frequency 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 Maximum impact with minimum intrusionCopyright © 2010 Constant Contact, Inc. 14
  15. 15. Key # 3 Get Your Emails OpenedCopyright © 2010 Constant Contact Inc.
  16. 16. Getting Email Opened The “From” line ■ 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 60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClickCopyright © 2010 Constant Contact, Inc. 16
  17. 17. Getting Email Opened The “Subject” Line ■ 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 techniques inherent in spam emails. Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer (2008)Copyright © 2010 Constant Contact, Inc. 17
  18. 18. 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 Example: Typical spam “From” and “Subject” linesCopyright © 2010 Constant Contact, Inc. 18
  19. 19. Bonus Key #4 Track Your ResultsCopyright © 2010 Constant Contact Inc.
  20. 20. How Tracking Works + Email ESP Tracking Code InteractionCopyright © 2010 Constant Contact, Inc. 20
  21. 21. Analyzing “Open” Rates & Click Thru’s 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 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 improveCopyright © 2010 Constant Contact, Inc. 21
  22. 22. Take the Next Step FR EE Email + Social = ! Success, Guaranteed. 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! Provide your card and we’ll follow up. or Call toll-free: 866-876-8464 Attend a Free Webinar Get a Social Media Quickstart! Learn more about how social media Get started building connections marketing can help small business and through social media marketing, nonprofits optimize marketing efforts. today! constantcontact.com/learning- socialquickstarter.com center Copyright © 2011 Constant Contact, Inc.
  23. 23. Introduction RDD Name Regional Development DirectorRDDs: Insert Constant Contact, Inc. your photo here Email: RDDEMAIL@constantcontact.com Schedule: www.constantcontact.com/REGION facebook.com/RDDINFO @RDDINFO 23 Copyright © 2010 Constant Contact, Inc.

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