The 3 Keys of Marketing

Transcription

1 The 3 Keys of Marketing Connect. Inform. Grow Presented by: Pamela Adams Regional Development Director Constant Contact - Georgia Copyright 2008 Constant Contact Inc. It Takes Relationships Copyright 2008 Constant Contact, Inc. 2 1

2 Marketing Is Delivering professional communications to an interested audience containing information they find valuable and relevant. Copyright 2008 Constant Contact, Inc. 3 Marketing Is Not Junk Unsolicited and unwanted from an unknown sender Dubious opt-out (if any) Copyright 2008 Constant Contact, Inc. 4 2

3 Why ? Because almost everyone your business needs to reach reads it: 147 million people across the country use , most use it every day. 91% of Internet users between the ages of 18 and 64 send or read 46% of users say they re hooked (addicted to ) 51% check 4 or more times a day 50% check while on vacation Sources: emarketer AOL Survey Copyright 2008 Constant Contact, Inc. 5 What It Can Do For Your Organization? Establish Regular, On-going Relationships Educate Promote Identity Awareness Stay Top-of-Mind with Subscribers Broaden Your Audience Send Department & Committee Communications Devotional & Inspirational Messages Event Announcements Committee Communications Mission Updates and Donation Requests (include PayPal buttons) Volunteer Requests and Announcements Copyright 2008 Constant Contact, Inc. 6 3

4 Using an Service Provider Service Providers automate best practices Provide easy-to-use templates Reinforce brand identity addressed to recipient only Manage lists adding new subscribers, handling bouncebacks, removing unsubscribes Improves delivery, tracks results and obeys the law Copyright 2008 Constant Contact, Inc. 7 Introduction The Three Keys to Marketing Connect, Inform, and Grow Connecting to build customer relationships Informing people who will buy in to your message Growing your business with targeted marketing Copyright 2008 Constant Contact, Inc. 8 4

5 Making the Connection Build Your List Where You Connect! Social Networking Meetings, Volunteers Donors, Live Events Signature Sign-up Guest Book Website Signup Customer & Prospect Database Copyright 2008 Constant Contact, Inc. 9 Make it Easy to Subscribe Make sure your visitors can sign up easily! 5

6 Collecting Information and Permission Include your logo and brand identity. Describe your content and how often you ll be sending Ask about your customers interests to stay relevant Ask for additional contact information when necessary Copyright 2008 Constant Contact, Inc. 11 Sending a Welcome Include your logo and brand identity Personalize your message Reinforce permission and ability to change preferences Link to your archive, social networks, etc. Offered an incentive, include in your welcome Copyright 2008 Constant Contact, Inc. 12 6

7 Spam What is It? Spam or Unsolicited Commercial (no relationship / no permission) List purchase, CD-ROMs List sharing with other organizations Don t do it! While it may seem tempting, it will have a negative impact on your business. CAN-SPAM Act Include unsubscribe or one-click opt-out line Immediately handle unsubscribes Copyright 2008 Constant Contact, Inc. 13 Key #2: Inform Creating Valuable Content Determining what is valuable to your audience Choosing an effective format Deciding what day and time to send Copyright 2008 Constant Contact Inc. 7

8 Content Has to Meet Your Objectives I want to Promote Motivate donations Increase event attendance Bring back to website Inform Inform potential members Differentiate my organization Relate Increase loyalty Encourage more interaction Valuable Content: Share your expertise Use facts & testimonials Give guidance & directions Hold contests & giveaways* Promote relevant partnerships * Check applicable regulations Copyright 2008 Constant Contact, Inc. 15 Key #1: Connect Building a Quality List The benefits of a permission-based marketing Building a valuable contact list Keeping your list current Copyright 2008 Constant Contact Inc. 8

9 Determine Appropriate Format We have made it easy for you to communicate through over 400+ templates categorized by: Newsletters Promotions Events & Invitations Business Letters & Press Announcements Seasonal & Holiday Cards Special Religious Pack with four themes: Nature, People, Symbols, Seasonal These pre-designed templates are all customizable to your organization branding: logo, colors and images! Coming Up With Valuable Content Focus on content: it s not about you, it s about what you know Be an expert Share your expertise Use facts & testimonials Tell stories Highlight customers Give guidance & directions Offer discounts & coupons Exclusivity & VIP status Hold contests & giveaways* Acknowledge your audience * Check applicable regulations before deciding to hold a contest or giveaway The fact that [some people] want to help, for no other reason than because they like to help, turns out to be an awfully effective way of getting someone s attention. Malcolm Gladwell - The Tipping Point Copyright 2008 Constant Contact, Inc. 18 9

10 Getting Opened: Two Key Elements Subject line and From line Show of hands which of the two is the most important? Copyright 2008 Constant Contact, Inc. 19 Getting Opened The Subject Line Keep it short and simple characters including spaces (5-8 words) Incorporate the immediate benefit of opening the Capitalize and punctuate carefully Avoid copying the techniques inherent in spam s. s with shorter subject lines significantly outperformed s with longer subject lines. - MailerMailer (2008) Copyright 2008 Constant Contact, Inc

11 Getting Opened The From line Use a name your audience recognizes Be consistent Include your organization name or brand Refer to your business in the same way your audience does 60% of consumers say the "from" line most often determines whether they open an or delete it. Source: DoubleClick Copyright 2008 Constant Contact, Inc. 21 Getting Read The Body Justify your place in their Inbox by providing relevant valuable information Be clear and concise Use appropriate meaningful graphics Use white space effectively Use consistent colors Include Call to Action links Create sense of urgency Capitalize and punctuate carefully, Proofread Brand consistently Design for above the fold Copyright 2008 Constant Contact, Inc

12 Key #3: Grow Increasing Click-Through and Response Rates Tracking and improving delivery Increasing opens, clicks, and forwards Reducing unsubscribe requests Copyright 2008 Constant Contact Inc. Dealing with Bounced & Blocked Non-existent address Check for obvious misspellings Try to obtain a new address Undeliverable/mailbox full/ blocked Try re-sending later Correct temporary issues Obtain a new address if a recurring issue is present Copyright 2008 Constant Contact, Inc

13 Analyzing 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 is being received Check your ESP s average delivery rate Copyright 2008 Constant Contact, Inc. 25 Capitalizing on Click-Through 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 2008 Constant Contact, Inc

14 What next? Just getting started? Start building your list Learn how to create an Sign up for a free trial Ready to learn more? Attend an in-depth seminar Read The Constant Contact Guide to Marketing Visit the Constant Contact learning center Want to expand your expertise? Join Constant Contact s online community Get trained in marketing best practices through Constant Contact University Sponsor a non-profit through Cares4Kids.com ConstantContact.com/Georgia Copyright 2008 Constant Contact, Inc. 27 Completely FREE Trial Account Try Constant Contact s SpeakUp! Marketing for 60-Days Add up to 100 contacts in your database Utilize all features of the product No obligation you don t have to remember to cancel your account No financial information required Copyright 2008 Constant Contact, Inc

15 Thank You! Please fill out an evaluation and give to the presenter. Twitter.com/rpamela_cc Linkedin.com/in/rpamela Facebook: become a fan Copyright 2008 Constant Contact Inc. Local Seminars Free Support [email protected] Phone: , M-F 9am - 9pm EST GA Consultant: Kate Webber,