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1 Halfmoon Yoga B B Q Savvy Marketing: Writing Subject Lines that Get s Opened plus BONUS: Creating s for Action Tech Problems? Call

2 2

3 Framework for an Effective Nonprofit Campaign Deliver professional s To an interested audience Containing information they find valuable We are Buddies, not Bullies 3

4 Marketing Is Not Junk Unsolicited and unwanted SPAM from an unknown sender Dubious opt-out (if any) 4

5 5 The words: free, guarantee, spam, credit card etc. ALL CAPITAL LETTERS Excessive punctuation!!!,??? Excessive use of click here $$, and other symbols Misleading subject lines SPAM Example: Typical spam From and Subject lines

6 Bad Subject Line Examples (Real examples sent in by my attendees) 1st Page On Google!!!! READ THIS!!!!! Open! June Newsletter, January Newsletter Donate Now! Come and Fine Your Voice (Maureen s note: See the typo?) The Institute for All Things Small and Fluffy - Announcement Buy from me please Hi Handsome Shocking Reports, on Restrooms! SBB Year End You're Dead Weird 30-Second Trick CURES Diabetes. We are having a program launch this Wednesday, 10:30am. You will learn some really essential components of the program like how much does it cost and why you should come. Bring a friend. 6

7 Questions Welcome Throughout the Presentation!

8 8 The components of a good Subject line Keep it short and simple characters including spaces (5-8 words) Incorporate the immediate benefit of opening the Capitalize and punctuate carefully Matt Long Joe Hahn Nancy Feldman Avoid copying the techniques inherent in spam s Subject lines that are personalized have a 22.3% higher open rate than those that don t. - Marketing Census, % of consumers say the subject" line most often determines whether they open an or delete it. Source: DoubleClick s with shorter subject lines significantly outperformed s with longer subject lines. - MailerMailer

9 Subject line Winning the battle of priorities 2SECONDS 2WORDS 2TODAY

10 Target your audience... VIP Customers Vendors New Customers Event Attendees 10 Even a good subject line is bad if sent to the wrong audience.

11 Ho Story of the beach hotel that just assumed... ed everyone who had ever stayed there (no implied permission) ed people outside their local area for a local event Q. Do I have implied permission? A. Can you answer yes to the following two questions? 1. Would a receiver recognize my name in his inbox? 2. If so, would he be happy to hear from me? 11

12 Now, Never or Later Three words the rule your world Now Never Later

13 Winning the battle of priorities March Newsletter Joe s Pet Store Newsletter Children s Classes Tomorrow: Need 3 Hammers Can You Help? ALERT: Help your dog beat the heat! Still time! Openings available for children s classes.

14 Ideas for creating subject lines... Make an announcement Question Use a Call to Action Use a List The winners of the postcard contest are... Who Was Wonder Women s Role Model? Join us at the MLH Scholars Luncheon The 5 Top Destination Weddings in

15 Let s create some great subject lines... Who wants a free focus group for their business or organization? 15

16 Write your subject line last, but... Insert your first attempt at a subject line in the beginning and then tweak your subject line as your last step. That way you re still covered in case you forget to improve your subject line at the end. 16

17 Practical Advice Insider Tips of Professional Marketers 17

18 have ONE objective Halfmoon Yoga B B Q know what you want them to do fewer choices mean more action make it easy and obvious

19 fewer choices mean more action VS Outsold

20 How do you know if they cared? Post or 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 (See Melissa Washington example on next slides.) Click to read more SAVE AS LIST 36 20

21 M Be sure to ask... Melissa Washington asked her newsletter readers if they wanted exclusive access to information on her new book: Get Back to Work. 21

22 M Then Melissa delivered... 22

23 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 37 23

24 Don t leave your readers guessing! 24

25 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 25

26 when you re really marketing a NO isn t a failure, it s great insight and data at very low cost 26 26

27 Escape Technology Case Study 27 27

28 Try a different send time or send day Friday Morning vs. Tuesday Morning Escape Technology nearly doubled the opens and almost quadrupled the interaction (click-through to the website) by changing the send day. April Newsletter (sent on Friday) May Newsletter (sent on Tuesday) I expected to see better results, but nothing like this! That s AMAZING. -Leslie, Escape Technology Sent Bounces Spam 0 0 Opt Out 0 0 Opens Clicks Forwards Social Shares

29 It s not about you... Remember to think like your reader. Where would they likely be when reading your ? Would they be distracted? What would make them want to engage with your ? 29

30 Current Constant Contact Customer On Track Program (FREE!) Initial Review to assess where you re at (30-minute personal phone consultation) Exclusive Resources (white papers, e-books, tips) to take you further Check-in Consultations to keep you on track (up to 6 per year) $100 Gift Cards for Referrals and mention the On Track Program $100

31 New Customer (or Those in Trial) Take the Plunge Program (FREE!) Help Getting Started including a Customized Graphic Template worth $199 Exclusive Resources (white papers, e-books, tips) to take you further Ongoing Help (Webinars, Seminars, Customer Support, One-on-One Phone Sessions with Maureen) and mention the Take the Plunge Program

32 New Nonprofit Customer The Dudley & Nunez Communications Giving Back Program Up to 6 months of Constant Contact marketing paid for by Dudley & Nunez Communications A Customized Graphic Template worth $199 incorporating elements of the nonprofit's website such as logo, colors, and links to key web and social media pages 2 hours of One-on-One Training Customer Support from Constant Contact - 7 days a week! Total value over $400 per nonprofit Visit bit.ly/givingbackprogram for full details and to apply #GivingBackProgram

33 Q & A... and a reminder to Take Advantage of our Constant Contact Programs On Track Program for current Constant Contact customers. We offer a big thank you to Constant Contact. Their support allows us to offer these FREE programs. - Maureen Take the Plunge Program for new Constant Contact customers who sign up through Dudley & Nunez. (bit.ly/ buytoolkit) Giving Back Program for new Constant Contact nonprofit customers. and mention the program that interests you. $100 Gift Cards for Referrals $100

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