3 Keys to Email Mktg.
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3 Keys to Email Mktg.
- 1. 3 Keys to Email Marketing Connect. Inform. Grow. Copyright © 2010 Constant Contact Inc.
- 2. Introduction RDD Name Regional Development Director RDDs: 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. Email Marketing Is… …delivering professional email communications… …to an interested audience… …containing information they find valuable. Copyright © 2010 Constant Contact, Inc. 3
- 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 law Copyright © 2010 Constant Contact, Inc. 4
- 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 you Copyright © 2010 Constant Contact, Inc. 5
- 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 Return Copyright © 2010 Constant Contact, Inc. 6
- 7. Key # 1 Build Your List With Permission Copyright © 2010 Constant Contact Inc.
- 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 Database Copyright © 2010 Constant Contact, Inc. 8
- 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 information Copyright © 2010 Constant Contact, Inc. 9
- 10. Key # 2 Set Your Objectives, Then Choose Appropriate Format & Frequency Copyright © 2010 Constant Contact Inc.
- 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 referrals Copyright © 2010 Constant Contact, Inc. 11
- 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, tips Copyright © 2010 Constant Contact, Inc. 12
- 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 relationships Copyright © 2010 Constant Contact, Inc. 13
- 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 intrusion Copyright © 2010 Constant Contact, Inc. 14
- 15. Key # 3 Get Your Emails Opened Copyright © 2010 Constant Contact Inc.
- 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: DoubleClick Copyright © 2010 Constant Contact, Inc. 16
- 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. 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 © 2010 Constant Contact, Inc. 18
- 19. Bonus Key #4 Track Your Results Copyright © 2010 Constant Contact Inc.
- 20. How Tracking Works + Email ESP Tracking Code Interaction Copyright © 2010 Constant Contact, Inc. 20
- 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 improve Copyright © 2010 Constant Contact, Inc. 21
- 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. Introduction RDD Name Regional Development Director RDDs: 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.
Editor's Notes
- Good (morning, afternoon, evening) and welcome to The Three Keys to Email Marketing . Thank you for making the decision to attend today’s session and congratulations for doing everything possible to get an edge and stay ahead of your competition. Now more than ever, you need an edge to reach your goals. Do you remember the day you decided to start a business or take on the challenge of marketing a small business or organization? For many of you, your business is your passion. Or maybe your family is your passion, so you run a small business because it allows you to be with your family. Maybe doing what you love is your passion. No matter what you passion, it’s only one component of a successful business. Passion, discipline, and commitment can only take you so far. Whether your business started 5 days ago or 5 years ago, you have the same challenge. How are you going to make enough money to pay your overhead and have enough left over to have the life you want to live? Today’s (tonight’s, this morning’s) presentation offers a solution. You can make a connection with the people who need your products and services, inform them by delivering your message in a professional and cost-effective way, and grow your business to reach your lifestyle goals with The Three Keys to Email Marketing . The Three Keys to Email Marketing has 3 parts - plus a bonus section. Today (tonight, this morning) we’re going to cover all 4 sections. My goal is to help you understand email marketing so (please ask questions as we work through these concepts) (I will also be available after the presentation to answer questions that are specific to your situation). The commitment I need back from each of you is to take action on the information, because you have to take action in order to start living your dream. Let’s get started with what email marketing is.
- Experts: please edit and include: Your photo Your email address Your URL Your social media handle information. Feel free to include/delete those tools you are not actively using
- Email Marketing is delivering a professional email communication to an interested audience that contains information they will find valuable. Now let’s explain each concept one at a time. Delivering professional email communications ‘ Professional’ means sending emails that represent the characteristics of your business visually (your brand), while delivering information that educates your audience and/or differentiates your business from the competition. To an interested audience An ‘interested’ audience is comprised of people who are familiar with you and your business and have asked to receive your communications. Containing information they find valuable If your communications aren’t valuable and appreciated by your audience, no one will want to receive them.
- Before we start talking about positive email marketing tactics, I need to point out that some of the tactics I’m going to mention won’t work in standard email clients like Outlook, Gmail, etc… Those tools are designed for one-to-one email communications. To build and deliver a professional email, you will want to use a one-to-many Email Service Provider, like Constant Contact. Email Service Providers allow you to easily create and manage your entire strategy. So if I describe something that doesn’t sound easy, or even possible, with the email program you’re using now, just remember that an Email Service Provider is the missing link .
- It takes time, money, energy, and effort to connect with enough people who are ready and able to do business with you. In fact, it can take anywhere from 5 to 10 communications to generate a sale from a prospective new customer. Here’s why. Either, you have a totally new product or service few people have heard of Your challenge is education. What is it? Why is it useful? Why is it worth paying for? Or you have a product or service everyone knows about Your challenge is differentiation. Why are you better, faster, cheaper, more convenient, and so on? Even after you have educated your audience or differentiated your business, you need to set your expectations and understand that a single promotional message isn’t likely to get a profitable response. Why? Most people aren’t ready to buy immediately when they receive your message. Some people need more time to research and try. Or – maybe – they don’t trust you yet. Therefore, marketing your business isn’t an event, it’s a series of related events. It’s a process. It’s a relationship.
- Since it takes so many communications to generate sales from prospective customers, I want to warn you that if you spend all your marketing dollars trying to find new customers, you’re always marketing to people who are unlikely to make an immediate purchase. (this is a good time for a story or example related to delivering one marketing message one time and receiving an immediate purchase such as appearing in a popular newspaper once or sending a single direct mail campaign and receiving only one order) If you follow up on your marketing message, you’ll capture more interest and more purchases from existing customers. And if you keep communicating with customers who have already made a purchase from you, you’ll begin to notice something very special. That repeat business is much more profitable than doing business with only first time-customers.
- In this section: We will cover the benefits of a permission-based email marketing strategy. I’ll show you how to build an email list that has value to your business. I’ll share some tips for maintaining the valuable contact information you have worked so hard to collect. I’ll demonstrate why building a quality email list is both a challenge and an opportunity. Here’s the challenge:
- If you email total strangers, you’re likely to get a high number of spam complaints – much higher than 2 complaints per every 1,000 emails sent. Spam complaints will literally block your ability to deliver email to your audience. That’s the challenge. Here’s the opportunity. If you can build a quality permission-based email list, you will have a significant competitive advantage because you will gain a low-cost way to connect with your customers. An email list is an asset and it’s worth spending the time to build it right. Building it right means building your email list with permission from people who know you, where and when you connect with them. Put a signup link on your website, on your social networking profile page, and on your blog. And put your signup link in your email signature so people can share their email addresses with you. If you have a physical store, place a guest book on your counter and ask people to sign it. Ask people to join your email list at events and meetings. When you exchange business cards, ask if the email address on their card is the one where they would like to receive communications from you. Every time someone calls your business, ask them if they are on the email list related to the reason for their call. (give a few examples if you have time)
- Whether you use an online signup form or ask for an email address in person, make sure you also ask for permission to email. People who simply give you their email address might not understand that you would like to send them regular communications that may contain promotions. Make sure they understand how often you’ll be sending emails and what kinds of content you provide. Let them choose the types of information they want to receive. Some people will decline, but remember that quality matters more than quantity, and spam complaints often happen when people share their email address expecting only to receive one-on-one transactional emails instead of promotions and other messages.
- In this section, I will show you the value of connecting with your customers. We’ll discuss which types of communications are the most profitable for your business, and how and why an email marketing strategy is a great way to connect, inform, and grow your business.
- You need an objective and a plan for creating your email content. If your email content doesn’t have a chance of meeting your objectives, then it’s not worth spending the time to create it. What do you want your emails to accomplish? Promote Motivate purchases – drive traffic to your website or store, an affiliate program, make an appointment… Increase event attendance – register online, RSVP, buy tickets, invite a friend… Inform Inform potential customers – new products, customer support, share expertise… Differentiate my business – describe features and benefits, customer testimonials, industry facts… Relate Increase loyalty – special invitations, press releases, greetings & thank you cards… Encourage more referrals – rewards programs, forward valuable information, invite a friend to an event…
- Your message strategy also has to include content that provides value to your audience. Not all consumers respond to discounts, coupons and other types of financial savings. A lot of consumers care more about quality or making an informed decision. Figure out what motivates your audience and then trade value for attention: If your audience is more interested in Savings & Knowledge Send Promotional emails - include content that pertains to a valuable offer. If your audience is more interested in Knowledge & Quality Send Informative emails – include content that is inherently valuable If your audience is more interested in Savings & Quality Send Relational emails – include content that makes them feel special
- After determining the type of content you want to deliver, recognize that there are lots of ways to format an email to look professional and support the theme of your message. In all cases, you should use a design that clearly identifies your brand. Here are three popular formats: Newsletters: Frequency: Regular i.e. monthly / weekly Stay consistent. Schedule your emails to recur the same day of the month and time - unless you have a reason to change (i.e. a holiday). Lots of educational content (typically non-promotional) Consumers expect email newsletters to be informative. No more than 20% of your newsletter content should be direct promotion. Use bullets, summarize information, be concise Use links after summaries to send interested readers to longer articles instead of including the entire long article in the email. Make your email easy to scan and let your audience read more online or in a downloadable document. A good test of length is whether your email prints out on an 8 ½ x 11 inch piece of paper. Promotions/Invitations/Surveys Frequency: Depends on your business and sales cycle If you don’t want your business to be known as a discount store, send more informative content and fewer promotions. If your business model includes being a discount alternative to your competition, you can usually get away with more promotions. Focus on promotion / limited content Consumers don’t respond to complex messages. Keep your promotions simple and stick to one basic message. Use content to invite click-through or other action Convincing your audience that you are a great business won’t matter if you can’t convince them to take immediate action. You have to ask for action and give them reasons to act now. You can’t just display your phone number and expect them to call. Actions include clicking a link, forwarding the email, printing the email, dialing a phone number, and so on. Announcements Frequency: Event-driven Think ahead. Avoid over-communicating by sending announcements only when they are really important to your audience. Remember, it’s not about you, it’s about your audience. Press releases, holiday greetings, thank you cards… Don’t ask for a direct response. Focus on building an emotional tie between your audience and your business. Use content to build deeper relationships Ask yourself how your announcement will deepen the level of trust between you and your customer.
- As you develop content for your emails, make sure your plan isn’t going to deliver too much content too frequently. Over-communication can cause your audience to ignore your emails or unsubscribe from your list. How often to send Create a master schedule – use your judgment to estimate your audience’s reaction to your plan. Include frequency in online sign-up “Monthly Newsletter” – set expectations early so your audience isn’t surprised. Keep content concise and relevant to planned frequency – less content buys more frequency tolerance and vice versa. Your content also relates to frequency. For example, weather is a daily event and can be delivered daily. If your customers make a purchase every 30 days, you can send more frequently than if your customers average 2 years between purchases. When to send When is your audience most likely to read it? – these days and times are better on the average because people usually prioritize their inbox on Mondays and first thing in the morning. However this is just the bell curve. It’s better to test it. Test for timing Divide your list into equal parts – for example, 5 parts Send at different times and compare – for example, send part 1 Monday, part 2 Tuesday, part 3 Wednesday, and so on.
- In this section, we’ll talk about getting your email opened. Why is this such a challenge? Because your email will be competing with other emails for your audience’s attention.
- Once you have done everything possible to get your email delivered, you need to be sure your email has a good chance of gaining the attention of your audience after you send it out. Most consumers look at the From line in your email to determine whether to open it. So it’s important to make your From line familiar. Ask yourself how your audience is most likely to recognize your business and put that information in your From line.
- It’s much more difficult to come up with good Subject lines than good From lines. When you write a subject line, focus on getting the email opened. For example, try highlighting the main theme of your email or an important article instead of using generic titles such as “July Newsletter.”
- Here are some examples of poor subject line tactics. These tactics are often present in unsolicited emails. I recommend you go back to your office and view some of the subject lines in your spam or junk folder once in a while. Any similarities between their subject lines and your own should be corrected.
- Your email marketing strategy doesn’t have to come to a halt as soon as you send your email. Through email marketing, you don’t have to sit around waiting to see if someone walks into your store with a coupon or buys something off of your website in order to get value in return. In this section, I’ll show you how to track the effectiveness of your communication and generate more positive responses.
- Email Service Providers can help you track both positive and negative results even if your audience doesn’t directly respond to your communication. And you can track these responses back to specific individuals. Here’s how it works. When you send an email, your Email Service Provider automatically adds special code that enables the tracking of certain responses. It’s possible to determine: Which emails bounced and why they bounced Which emails received spam complaints Who opted out of receiving future emails Who enabled the images to display in their email Who clicked the links in your email Who forwarded your email to someone else Let’s look at what statistics you should be monitoring and what you can do with this information.
- Use your open rate as an indication of how well your email is being received by your audience. Watch your open rates over time to identify trends rather than judging your success based a single email. If your open rates are trending down: Fewer subscribers are enabling images Use text that invites your audience to enable images – tell them it is safe or make the images sound important. It could be an indication of subscriber boredom or delivery problems – watch for clues in emails with higher or lower open rates. Was there a particular link, subject line, or image that increased interaction? Fewer subscribers are clicking links We’ll discuss this in just a minute If your open rates are steady: Assume the email is being received Unless you have hard data to indicate otherwise (such as a bounce report showing that the email was undeliverable) Check your ESP’s average delivery rate If you are using an Email Service Provider, ask them for their delivery rate and make sure it’s been verified by a third party. Average delivery rates tend to be around 80%, but some Email Service Providers deliver at much higher rates. (Constant Contact’s delivery rate is consistently about 97%) When you look at a click report, you’ll see every link in your email as well as who clicked on which links. Use your tracking report to determine: Audience interest Clicks tell you what topics garnered the most interest. For example, a golf retailer that sells special golf clubs for kids under 12 can assume that anyone clicking on a link to learn more about those clubs has children under 12. When you know who is clicking on your links, you can save them as a separate list for more a targeted follow up. In the golf example, the retailer could begin to include kids promotions and golf tips for kind in future email to the interest list. Goal Achievement Use links to drive traffic toward conversion. Make sure every link moves the clicker closer to making an immediate purchase (or other decision) instead of distracting them from the ultimate goal. Compare clicks to conversions and learn from the analytical data provided. If your email resulted in a lot of clicks but a low number of completed purchases or “conversions,” your email was effective in driving traffic. It could be your website, store, or sales process that isn’t working. If your email doesn’t receive very many clicks but you have a high conversion rate, your sales process is effective but your email message may need stronger calls-to-action to drive traffic. You can increase the overall number of clicks on your email links when you incorporate a strong call-to-action, good copy, and a compelling offer to your message. Make sure your email describes the benefits and rewards for immediate action.
- You need the combined power of Email and Social to successfully grow your business/nonprofit. And only Constant Contact provides the tools, coaching and playbook to get you there. Fast. Satisfaction guaranteed or your money back. If you are ready to start using the combined power of email and social media to grow your business, fill out a card at the registration desk. You will receive a call to get you signed up for a Free Trial and an introduction to your personal coach who can walk you – step by step – setting up your first campaign.” Call us toll-free: 866-876-8464 – our coaches will help you get started. You’re also welcome to attend a free webinar to learn more about how social media marketing can help your growing business or non-profit. Visit the Contstant Contact Learning Center to register. Or, if you’re ready to jump right in, quickstart your efforts by visiting Constant Contact’s Social Media Quickstarter, a simple collection of online to get you building online social connections fast, in a way that’s super easy.
- Experts: please edit and include: Your photo Your email address Your URL Your social media handle information. Feel free to include/delete those tools you are not actively using