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Email and Social Media Marketing
Best Practices for Marketing Success




Josh Mendelsohn
@mendelj2
Who is Constant Contact?



• Focused on helping small businesses and non profits be successful
  through email marketing, social media marketing, and event marketing
• Based in Waltham, MA
• Over 480,000 paying customers (businesses and nonprofits)
• All Constant Contact products come with unrivaled knowhow,
  education and free coaching with a personal touch, including award-
  winning customer support




                            Copyright © 2011 Constant Contact, Inc.
Why Email + Social Media?




               Copyright © 2011 Constant Contact, Inc.   3
Let’s Go Back to the Beginning: Why Do We
“Market”?



                                     More…
         We Want                                  Customers
          More!                                   Clients
                                                  Volunteers
                                                  Donors/Members
                                                  Brand Awareness
                                                  Sales
                                                  People spreading the
                                                   word!

                      Copyright © 2011 Constant Contact, Inc.         4
In this room, we all know that Social Media
Marketing can work for businesses




More Likely to                                                            More Likely to
    Buy                                                                   Recommend

     51%                                                                          56%

                Chadwick Martin Bailey and Constant Contact Consumer Pulse 2011

                                Copyright © 2011 Constant Contact, Inc.                 5
But Facebook obviously isn’t Perfect…


           96% of fans never revisit fan pages
           Fans are 40-150x more likely to see
              your post in their News Feed




       Yet, most fans never see your content
                  in their newsfeed
Source: Jeff Widman, BrandGlue.com   Copyright © 2011 Constant Contact, Inc.   6
But Facebook obviously isn’t Perfect…


           96% of fans never revisit fan pages
        Fans are 40-150x more likely to see
       That’s why post in their News Feed
            your Facebook alone is not enough…

          It’s one avenue for getting your message
                      heard and shared

       Yet, most fans never see your content
                  in their newsfeed
Source: Jeff Widman, BrandGlue.com   Copyright © 2011 Constant Contact, Inc.   7
The truth is that on it’s own, email is still the
dominant channel




                          Copyright © 2010 Constant Contact, Inc.     8
                            Copyright © 2011 Constant Contact, Inc.
The truth is that on it’s own, email is still the
dominant channel




                          Copyright © 2010 Constant Contact, Inc.     9
                            Copyright © 2011 Constant Contact, Inc.
Email marketing drives even more sales and
referrals




Likelihood to                                                                              Likelihood to
     Buy                                                                                   Recommend

         68%                                                                                  64%

ExactTarget, "Subscribers, Fans and Followers: The Collaborative Future." September 8, 2010


                                                 Copyright © 2011 Constant Contact, Inc.
And the ROI is pretty good too




                     Copyright © 2011 Constant Contact, Inc.   11
Social media extends the reach of email
marketing




MarketingSherpa
Email Marketing Benchmark Survey 2010
                                        Copyright © 2011 Constant Contact, Inc.   12
The Inbox and the News Feed work
together

   Email is still the best way to get your message heard




Social Media is the best way to get your message shared




                     Copyright © 2011 Constant Contact, Inc.   13
Those using Email AND Social are seeing
results


  • Faster list growth: From June
   2010 through August 2011, those using both
   social media and email marketing saw 14.43
   percent list growth, while those using only
   email marketing saw 8.96 percent list
   growth.


  • Larger average list size:
   Those using both tactics have email lists
   that are 53 percent larger on average than
   their email-only counterparts.


  • High click-through rates: The
   average click-through rate for those using
   both email and social media marketing was
   59.3 basis points higher than for those using
   email only.



                                   Copyright © 2011 Constant Contact, Inc.   14
10 Things We Can Learn From
SMB’s about Email + Social




              Copyright © 2011 Constant Contact, Inc.   15
1. Build a marketing strategy, not a social
media strategy




                         Copyright © 2011 Constant Contact, Inc.   16
2. Include a Social Call to Action in Your
Emails




                         Copyright © 2011 Constant Contact, Inc.   17
3. Build Campaigns, Not Emails or Posts

                                                                               3. Facebook post to support
                                                                               your email




1. Have a clear call to action




2. Include a social call to action                                                4. Re-engagement post
                                     Copyright © 2011 Constant Contact, Inc.                                 18
4. Connect Your Social Sites to Email




         From mid-August to mid-September, Constant Cont
     Customers added 1.5 Million Names to their Email lists via the
                        Facbook JMML App.




                           Copyright © 2011 Constant Contact, Inc.    19
5. Focus Your Message




                    Copyright © 2011 Constant Contact, Inc.   20
… Have more to say? Save it for Later




                     Copyright © 2011 Constant Contact, Inc.   21
6. Think Mobile




                  Copyright © 2011 Constant Contact, Inc.   22
7. Remember, just because you can, doesn’t mean
you should (tactics must be valuable and
sustainable)




                        Copyright © 2011 Constant Contact, Inc.   23
7. Remember, just because you can, doesn’t mean
you should (tactics must be valuable and
sustainable)



                   Even as users grow, posts drop




                        Copyright © 2011 Constant Contact, Inc.   24
8. Find out what your audience wants and
responds to




                      Copyright © 2011 Constant Contact, Inc.   25
8. Find out what your audience wants and
responds to




                      Copyright © 2011 Constant Contact, Inc.   26
9. Create a great customer experience


             You Must Provide a
          Great Customer Experience




   There is No Marketing Cure for Sucking
                     Copyright © 2011 Constant Contact, Inc.   27
10. Rinse and Repeat




                       Copyright © 2011 Constant Contact, Inc.   28
Questions?




             Josh Mendelsohn
             Constant Contact, Inc.

             Email: jmendelsohn@constantcontact.com
             Twitter: @mendelj2
             www.constantcontact.com
             www.socialquickstarter.com




                       Copyright © 2011 Constant Contact, Inc.   29

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Social Media & Email Strategies

  • 1. Email and Social Media Marketing Best Practices for Marketing Success Josh Mendelsohn @mendelj2
  • 2. Who is Constant Contact? • Focused on helping small businesses and non profits be successful through email marketing, social media marketing, and event marketing • Based in Waltham, MA • Over 480,000 paying customers (businesses and nonprofits) • All Constant Contact products come with unrivaled knowhow, education and free coaching with a personal touch, including award- winning customer support Copyright © 2011 Constant Contact, Inc.
  • 3. Why Email + Social Media? Copyright © 2011 Constant Contact, Inc. 3
  • 4. Let’s Go Back to the Beginning: Why Do We “Market”? More… We Want  Customers More!  Clients  Volunteers  Donors/Members  Brand Awareness  Sales  People spreading the word! Copyright © 2011 Constant Contact, Inc. 4
  • 5. In this room, we all know that Social Media Marketing can work for businesses More Likely to More Likely to Buy Recommend 51% 56% Chadwick Martin Bailey and Constant Contact Consumer Pulse 2011 Copyright © 2011 Constant Contact, Inc. 5
  • 6. But Facebook obviously isn’t Perfect… 96% of fans never revisit fan pages Fans are 40-150x more likely to see your post in their News Feed Yet, most fans never see your content in their newsfeed Source: Jeff Widman, BrandGlue.com Copyright © 2011 Constant Contact, Inc. 6
  • 7. But Facebook obviously isn’t Perfect… 96% of fans never revisit fan pages Fans are 40-150x more likely to see That’s why post in their News Feed your Facebook alone is not enough… It’s one avenue for getting your message heard and shared Yet, most fans never see your content in their newsfeed Source: Jeff Widman, BrandGlue.com Copyright © 2011 Constant Contact, Inc. 7
  • 8. The truth is that on it’s own, email is still the dominant channel Copyright © 2010 Constant Contact, Inc. 8 Copyright © 2011 Constant Contact, Inc.
  • 9. The truth is that on it’s own, email is still the dominant channel Copyright © 2010 Constant Contact, Inc. 9 Copyright © 2011 Constant Contact, Inc.
  • 10. Email marketing drives even more sales and referrals Likelihood to Likelihood to Buy Recommend 68% 64% ExactTarget, "Subscribers, Fans and Followers: The Collaborative Future." September 8, 2010 Copyright © 2011 Constant Contact, Inc.
  • 11. And the ROI is pretty good too Copyright © 2011 Constant Contact, Inc. 11
  • 12. Social media extends the reach of email marketing MarketingSherpa Email Marketing Benchmark Survey 2010 Copyright © 2011 Constant Contact, Inc. 12
  • 13. The Inbox and the News Feed work together Email is still the best way to get your message heard Social Media is the best way to get your message shared Copyright © 2011 Constant Contact, Inc. 13
  • 14. Those using Email AND Social are seeing results • Faster list growth: From June 2010 through August 2011, those using both social media and email marketing saw 14.43 percent list growth, while those using only email marketing saw 8.96 percent list growth. • Larger average list size: Those using both tactics have email lists that are 53 percent larger on average than their email-only counterparts. • High click-through rates: The average click-through rate for those using both email and social media marketing was 59.3 basis points higher than for those using email only. Copyright © 2011 Constant Contact, Inc. 14
  • 15. 10 Things We Can Learn From SMB’s about Email + Social Copyright © 2011 Constant Contact, Inc. 15
  • 16. 1. Build a marketing strategy, not a social media strategy Copyright © 2011 Constant Contact, Inc. 16
  • 17. 2. Include a Social Call to Action in Your Emails Copyright © 2011 Constant Contact, Inc. 17
  • 18. 3. Build Campaigns, Not Emails or Posts 3. Facebook post to support your email 1. Have a clear call to action 2. Include a social call to action 4. Re-engagement post Copyright © 2011 Constant Contact, Inc. 18
  • 19. 4. Connect Your Social Sites to Email From mid-August to mid-September, Constant Cont Customers added 1.5 Million Names to their Email lists via the Facbook JMML App. Copyright © 2011 Constant Contact, Inc. 19
  • 20. 5. Focus Your Message Copyright © 2011 Constant Contact, Inc. 20
  • 21. … Have more to say? Save it for Later Copyright © 2011 Constant Contact, Inc. 21
  • 22. 6. Think Mobile Copyright © 2011 Constant Contact, Inc. 22
  • 23. 7. Remember, just because you can, doesn’t mean you should (tactics must be valuable and sustainable) Copyright © 2011 Constant Contact, Inc. 23
  • 24. 7. Remember, just because you can, doesn’t mean you should (tactics must be valuable and sustainable) Even as users grow, posts drop Copyright © 2011 Constant Contact, Inc. 24
  • 25. 8. Find out what your audience wants and responds to Copyright © 2011 Constant Contact, Inc. 25
  • 26. 8. Find out what your audience wants and responds to Copyright © 2011 Constant Contact, Inc. 26
  • 27. 9. Create a great customer experience You Must Provide a Great Customer Experience There is No Marketing Cure for Sucking Copyright © 2011 Constant Contact, Inc. 27
  • 28. 10. Rinse and Repeat Copyright © 2011 Constant Contact, Inc. 28
  • 29. Questions? Josh Mendelsohn Constant Contact, Inc. Email: jmendelsohn@constantcontact.com Twitter: @mendelj2 www.constantcontact.com www.socialquickstarter.com Copyright © 2011 Constant Contact, Inc. 29