5 Keys to Email Marketing Connect. Inform. Grow. Copyright 2008 Constant Contact Inc.
Email Marketing Is Delivering professional email communications to an interested audience containing information they find valuable. Copyright 2008 Constant Contact, Inc. 2
Email Service vs. Outlook Standard Email Programs (e.g. Outlook, Hotmail) Limited # of emails sent at one time No formatting control List break up more susceptible to filters No cohesive branding No tracking and reporting of email results Copyright 2008 Constant Contact, Inc. 3
Email Service vs. Outlook Email marketing services automate best practices Provide easy-to-use templates Reinforce brand identity Email addressed to recipient only Manage lists adding new subscribers, handling bouncebacks, removing unsubscribes Ensure email delivery, tracks results and obeys the law Copyright 2008 Constant Contact, Inc. 4
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 you Copyright 2008 Constant Contact, Inc. 5
Converting Leads to Customers Communications Impact One-time touch Immediate Purchaser Interested (Buy Later) Not Now (Maybe Later) No Interest Immediate Purchase Unlikely to Return Ongoing Interaction Immediate Purchaser Immediate & Follow-on Purchases Interested (Buy Later) Not Now (Maybe Later) Capture Interests & Communicate No Interest Unlikely to Return Copyright 2008 Constant Contact, Inc. 6
How People Are Using Email Marketing... Copyright 2008 Constant Contact Inc.
Customer Spotlight: Educational Odysseys List Size: 1,374 Open Rate: 36% Location: Ashland, MA Customer Since: March 2007 Website: www.educationalodysseys.com Offers discounts for new and returning customers Introduces new tours and destinations Links back to website to read full articles and book tours Creating nice e-mail layouts is easy with Constant Contact templates and managing the e-mail lists is a breeze. Overall, the program is very organized and user-friendly as well as affordable. Cindy Weir, Marketing Director Copyright 2008 Constant Contact, Inc. 8
Atir Natural Nail Care Clinic List Size: 1,147 Open Rate: 34% Location: Richmond, VA Customer Since: November 2006 Free service for first time customers Compelling offers and discounts Announces new services There is an ebb and flow of clients in the salon business and Constant Contact is the perfect tool to help retain customers. Kathleen Lin, Owner Copyright 2008 Constant Contact, Inc. 9
Victorious Christian Living International List Size: 1,468 Open Rate: 43% Location: Phoenix, AZ Customer Since: June 2006 Website: www.vcli.org Sends coupons as follow up after events Includes links to website and registration pages Announces upcoming seminars and conferences We get great feedback all the time about our emails. Overall, people are feeling cared about, thought about, encouraged and uplifted. Valerie Paine, Associate Director Copyright 2008 Constant Contact, Inc. 10
Key # 1 Build Your List With Permission Copyright 2008 Constant Contact Inc.
Making the Connection Build Your List Where You Connect! Service or Sales Calls Events and Meetings Email Signature In-store Guest Book Website Signup Customer & Prospect Database Copyright 2008 Constant Contact, Inc. 12
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 information Copyright 2008 Constant Contact, Inc. 13
Be a Trusted Sender Remind recipients why they are receiving an email from you at the beginning of each message Include unsubscribe or one-click opt-out line Monitor your email frequency Copyright 2008 Constant Contact, Inc. 14
Spam What is it? Spam or Unsolicited Commercial Email (no relationship / no permission) List purchase, CD-ROMs Directory crawling Email appending Don t do it! While it may seem tempting, it will have a negative impact on your business. Copyright 2008 Constant Contact, Inc. 15
Key # 2 Set Your Objectives Copyright 2008 Constant Contact Inc.
Set Your Objectives I want to Promote Motivate purchases Increase event attendance Inform Inform potential customers Differentiate my business Relate Increase loyalty Encourage more referrals Copyright 2008 Constant Contact, Inc. 17
Provide Value to Your Audience Promotional Email Discounts, coupons, offers, incentives. Savings Relational Email Special privileges, acknowledgement Knowledge Quality Informative Email Advice, research, facts, opinions, tips Copyright 2008 Constant Contact, Inc. 18
Key # 3 Choose Appropriate Format & Frequency Copyright 2008 Constant Contact Inc.
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 relationships Copyright 2008 Constant Contact, Inc. 20
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 intrusion Copyright 2008 Constant Contact, Inc. 21
Key # 4 Get Your Emails Opened Copyright 2008 Constant Contact Inc.
Getting Email 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 email or delete it. Source: DoubleClick Copyright 2008 Constant Contact, Inc. 23
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 2008 Constant Contact, Inc. 24
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 lines Copyright 2008 Constant Contact, Inc. 25
Key #5 Create Compelling Content Copyright 2008 Constant Contact Inc.
Creating Compelling Content The Email Body Provide relevant valuable information Be clear and concise Use appropriate graphics Use white space effectively Include Call to Action links Create sense of urgency Capitalize and punctuate carefully Proofread Copyright 2008 Constant Contact, Inc. 27
Valuable & Relavant Information Focus on the content It s not about you It s about what you know Trade useful information for attention Will they talk about it when out with friends? Will they look forward to your next communication? Narrow your focus Be an expert 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. 28
Bonus Key #6 Track Your Results Copyright 2008 Constant Contact Inc.
How Tracking Works + Email ESP Tracking Code Interaction Copyright 2008 Constant Contact, Inc. 30
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 improve Copyright 2008 Constant Contact, Inc. 31
Additional Resources 60-Day Free-Trial Account No Credit card really free! Use with up to 100 unique email addresses during trial http://illinois.constantcontact.com Seminar schedule on local events calendar Mailing list and contact forms Learning Center Live and recorded webinars Daily live product tours All the resources you need to successfully create and send a great email campaigns Email Marketing Hints & Tips E-Newsletter Our monthly email newsletter featuring email marketing insights ConnectUp! User Community Read and post to the discussion boards on issues that matter to you. Business Partners & Professional Services Have some or all of your email campaigns done by our Professional Services Dept. or independent Business Partners Copyright 2008 Constant Contact, Inc. 32
Thank You! Please fill out an evaluation and return it to Steve. Copyright 2008 Constant Contact Inc.