Email Marketing to Boost Sales Presented by: Patrick Launspach Thank you to our Sponsors: Media Sponsor:
Email Marketing: simple strategies for success
Patrick Launspach Marketing Specialist TheNextMarketplace Solution Provider Constant Contact patrick@thenextmarketplace.com @nextmarketplace /nextmarketplace 3
agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 4
Facebook LinkedIn Twitter Pinterest Instagram Youtube 5 2013
agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 6
marketing in 3 steps 1. Define an audience 2. Run a campaign that targets those people 3. Elicit and measure a physical RESPONSE 7
when you re really marketing real marketing helps remove emotion and assumption from the decision-making process if that doesn t work, stop doing that. if this works, do more of this. 8
when you re really marketing a NO isn t a failure, it s great insight and data at very low cost 9
when you re really marketing re-work it, re-word it, move it to another spot, try again and see if they realize that they care. 10
look at this email newsletter 11
look at this email newsletter 12
email is hard to beat for real marketing value Highly visible, delivered right to the inbox! Easy to brand with colors, logos, etc Authentic engagement with a one-to-many tool Requires one of the lowest minimum investment Helps to measure and monetize social media Lots of physical, measurable response 4x the ROI of direct mail* * Direct Marketing Association 13 2013
agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 14
agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 15
there s a cycle to relationships you do more business you do business you meet you talk 16
you rely on word-of-mouth 17
flip the funnel traditional marketing find convert keep new marketing find convert keep Flip The Funnel: Retention is the New Acquisition -- Joe Jaffe (@jaffejuice) 18
how can you grow your list? on registration forms at register with the check at end of the meal 19
how can you grow your list? 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 20
how can you grow your list? Text to join QR Code opt-in Sign-up on your website Mobile apps 21
reach past your own list! 22
reach past your own list! Forward and Share are your new best friends 23
it comes back to word-of-mouth 24
agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 25
agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 26
what types of emails are there discounts + coupons downloads B2B services event invites support a cause hints + tips 27 2013
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 28 2013
give it a try write down 3 things that you know that they don t write down 3 things that you have access to that they don t write down the top 3 questions you get from your audiences this is your starter content! 29 2013
how much is enough LESS IS MORE. FOCUS. Keep it short Pictures are key, but keep them small Videos get clicked 30 2013
a picture is worth 31 2013
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 32 2013
repurpose and reuse 33 2013
agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 34
agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 35
when opening emails do you ask yourself? now never later 36
win the battle of priorities who is it from? what s the subject? when do you send your communication? 37
WHO IS IT FROM? winning the battle of priorities how will you be most recognizable? your name, your organization SPAM 38
SUBJECT OR HEADLINE winning the battle of priorities SECONDS WORDS TODAY 39
SUBJECT OR HEADLINE winning the battle of priorities [don t do this] March Newsletter [do this instead] Tomorrow: Need 3 Hammers Can You Help? [don t do this] Joe s Pet Store Newsletter [do this instead] 3 Tips: help your dog beat the heat [don t do this] Children s Classes [do this instead] Limited Spaces available for Children s Classes 40
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 regular schedule vs. random surprises when are they likely to take the action you want? 41
FIND YOUR BEST DAY 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 42
FIND YOUR BEST TIME 4. use same 3 groups of people 5. select three times on the day with the best results 6. send email at 3 different times of day 43
WHEN TO SEND & POST best day best time 44
PRACTICAL ADVICE 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) 45
agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 46
agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 47
have ONE objective know what you want them to do fewer choices mean more action make it easy and obvious 48
fewer choices mean more action Outsold 3-1 49
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 50
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 51
want more referrals? Just like real life, you have to ask Make it easy Add Forward to a Friend Turn on Social Share bar Include Join My Mailing List Reward action offer something special Use Simple Share Make sure to archive your emails 52
agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 53
Agenda Email is marketing Email is more than email What do you write about? Now, Later or Never three little words that rule your world Drive responses & action Next steps 54
save some time Simple Share Automatic Welcome Emails Autoresponders
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 56
Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Email Marketing EventSpot Social Campaigns SaveLocal SinglePlatform Online Survey 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. 57
Q & A (AND PLEASE TAKE A MOMENT TO FILL OUT YOUR FORM!) ready to get started? visit www.constantcontact.com today have questions? 408-462-5299 patrick@thenextmarketplace.com @nextmarketplace /nextmarketplace
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