the power of email marketing

Contact Information

Zak BarronRegional Development Director | Mountain States

zbarron@constantcontact.com

facebook.com/CTCTzbarron

@zbarron

http://www.linkedin.com/zbarron

www.constantcontact.com/colorado

Upcoming Seminars

Visit: www.constantcontact.com/learning-center

Insight Provided by KnowHow

Introduction

This presentation has three parts,

Connecting to build customer relationships

Informing people who will buy in to your messageand share it with others

3 Growing your businesswith engagement marketing

1 CONNECTSection

Email Marketing Basics

� Connecting with your customers

� Engaging in profitablecustomer communications

� Using email and social media as components of an engagement marketing strategy

Why Engage?

Q. Where will the majority of next month’s business come from?

A. Existing customers

Why Engage?

Q. What is your best source for new business?

A. Existing customers

Engagement Marketing is using technology to make “it” happen

� Email marketing� Trusting relationships

� Early relationships

� Encourage broader relationships through SMM

� Social media marketing� New relationships

� New prospects

� Encourage deeper relationships through EM

3 Steps to Building Relationships

Step 2:

Connections that enableongoing dialog

Prospects

Customers

Step 1:

Great customerexperience

Step 3:

Content that engagesand spreads

Followers

Friends

Followers

Marketing Today = Building

Relationships

Suspects

Five Types of People

Customers DisinterestedProspectsRaving Fans

� Time, Money, Energy, Effort

� Takes 7 touches, on average, for a sale to occur

� Some buy right away

� Others research and try

� Some show interest but don’t trust you

Acquiring Customers

1 2 3 4 5 6 7

Keep Customers Coming Back

� The value of a customer

� You’ve already paid for them

� It’s 6-7 times more expensive to gain a customer than to retain a customer 1

� They spend more

� Repeat customers spend 67 percent more 2

� They are your referral engine

� After 10 purchases, a customer has already referred up to 7 people 2

Sources:

1. Flowtown, 2010

2. Bain and Company

Why Email?

� Because almost everyone your business needs to reach reads it:

� 94% of Internet users between the ages of 18 and 64 send or read email

� An even higher number of users ages 65 or older do the same

� 61% Use a social networking site

� 147 million people across the country use email, most use it every day

Sources: Pew Internet and American Life Project 2010

Why Email?

� It’s cost-effective: Direct mail vs. email

� For the same response, direct mail costs 20 TIMES as much as email 1

� Email ROI is the highest when compared to other internet marketing mediums 2

1 Forrester Research, Inc.

2 Direct Marketing Association

Email Marketing Is Not:

Junk email

Unsolicited and unwanted email

Email from an unknown sender

Dubious opt-out (if any)

Email Marketing Is:

� Delivering professional

email communications

� To an interested

audience

� Containing information they find valuable

Basics of Email Marketing

� Setting expectations

� How many emails sent

� When are emails sent

� What type of information

� Delivering on promises

� Matching expectations

� Providing relevant content

� Abiding by CAN SPAM Act

� Gaining permission

� Do they know me?

� Do they care?

� Utilizing professional services

Regular Email vs. Email Service Provider

� 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

Regular Email vs. Email Service Provider

� 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 bounce-backs, removing unsubscribers

� Improve email delivery, track results and obey the law

Email Basics Checklist

Ask yourself before you begin email marketing:

Do repeat and referral customers help your business?

Do you have a plan for delivering multiple communications?

Is your audience interested in your message?

Is it valuable to them?

Can you make your emails look professional and reflect your brand?

Do you have an Email Service Provider to help manage your strategy?

1 CONNECTSection

Building a Quality Email List

� The benefits of permission-based marketing

� Building a valuable contact list

� Keeping your list current

Consumers Define Spam

Build Your List Where You Connect

Customer & Prospect Database

Incoming or Outgoing Calls

Eventsand Meetings

Place of BusinessGuest Book

Online Presence

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

Email Signature

K Smitheen

Integrate Email Marketing and

Social Media Marketing

Make a Join My Mailing List available on all social media platforms.

Make social media buttons a consistent part of all emails.

Collecting Information and Permission

� Include your logo and brand identity

� Describe your email content and how often you’ll be sending

� Ask about your customers’ interests to stay relevant

� Ask for additionalcontact informationwhen necessary

C o n s i d e r

a s k i n g f o r

y o u r

a u d i e n c e ’ s

p r e f e r r e d

s o c i a l

n e t w o r k .

Sending a Welcome Email

� Include your logoand brand identity

� Personalize your message

� Reinforce permission and ability to change preferences

Response Necessary to Complete Subscription

Sending a Welcome Email

� Ask for explicit confirmation

� Include a confirmation link

Using a Permission Reminder

Keeping Your List Current

� Provide a link so subscribers can update contact info

� Ask for feedback

� Include links to your social sites

List Building and Permission Checklist

Ask yourself as you build your list:

Are you collecting contact information at every customertouch point, including social media?

Are you asking for permission as well as contact information?

Are you clearly describing your email frequency and content?

Are you sending a welcome email or a confirmation email, especially to those who have joined your list via social media?

Are you using permission and subscription reminders tostay current?

2 INFORMSection

Creating Valuable Email Content

� Determining what is valuableto your audience

� Choosing an effectiveemail format

� Deciding what day andtime to send

Content Has to Meet Your Objectives

� “I want to,”

� Promote

� Motivate purchases

� Increase event attendance

� Inform

� Inform potential customers

� Differentiate my business

� Relate

� Increase loyalty

� Encourage more referrals

QualityKnowledge

Savings

Content Has to Have Valueto Your Audience

Promotional Email

Discounts, coupons, offers, incentives.

Relational Email

Special privileges, acknowledgement

Informative Email

Advice, research, facts, opinions, tips

Coming Up With Valuable

Email and Social Content

� Share your expertise

� Use facts & testimonials

� 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

Keeping Email Content Concise

� Host large bodies of content,� On your website

� In a PDF document

� In a longer archived version

� Email only essential information

� Use bullets or summaries

� Link directly to the information

� Give instructions if necessary

� Repurpose content sound bytes for Social Media

� Drive social content back toEmail Archive or Website

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Complete package start $399 with flights from New York and Boston.

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

Branding Emails Consistently

� Use different formats and similar designs,

� Include your logo

� Use consistent colors

� Use meaningful graphics

� Avoid drastic changes

Calling Your Audience to Action

� Calls to Action include,

� Links to click on

� Information to print out

� Phone numbers to call

� Instructions for reading the email

� Instructions for saving the email

� Describe the immediate benefits,

� What’s in it for your audience?

� Why should they do it now?

Frequency & Delivery Time

� How often to send� Create a master schedule – be consistent!

� Include frequency in online sign-up “Monthly Newsletter”

� Keep content concise and relevant to planned frequency

� Invest time to repurpose content on social channels

� 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

� Re-stimulate social conversations: repost, retweet

Get the maximum

Impact with

Minimum intrusion.

Ask yourself as you create content:

Are you trying to promote, inform, or relate?

What is your audience interested in?

Is your email format branded and supportive of your message?

Is your email concise and does it include a strong call to action?

Does your content match your frequency and timing?

Are you consistently repurposing valuable content on social channels and investing time to engage and respond?

Email Content Checklist

2 INFORMSection

Getting Email Delivered and Read

� Email filters and otherdelivery challenges

� Creating email from andsubject lines

� Using technology to deliveryour email

Is Your Email Fabulous or Filtered?

Filtering & Blocking (Avg 81% delivered –

CTCT 97%**)

Email Authenticated

**Return Path verified

AOL MSN Yahoo other ISPs

Image blocking Block-listing

Individual filters Friends-listing

Bouncing Reputation

Challenge responses Sender authentication

Blocking

Deliverability issues:

Email Spam

Matt Long

Lynn.Mann@AOL.com

Joe Hahn

Nancy Feldman

Getting Email Opened

� The “From” line – Do I know you?

� 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

Jeffsmall@aol.com

Katejohnsonl@verizon,net

Match “From” Line and

“From” Email Address

� The “From” line – use a familiar email address

Some email programs display From name + email

Some email programs display only From email

Matt Long

Lynn.Mann@AOL.com

Joe Hahn

Nancy Feldman

Create a Great Subject Line

� The “Subject” line – do I care?

� 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 techniquesinherent in spam emails

30% of consumers say the“subject" line most often determines whether they open an email or delete it.

Source: DoubleClick

Emails with shorter subject lines significantly outperformed emails with longer subject lines.

- MailerMailer

Email messages that mention Facebook in the Subject Line will have a 32% higher open rate than those that don’t.

-Worldata, 2011

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

Extend the Reach of Your Email

� Make your content shareable

� Encourage readers to Like and Share your Email across their social networks

� Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content

� Use a sharebar to collect contacts wherever your email is shared

Tweet and Share your Email

� Tweet a link to your email automatically

Email Delivery Checklist

Ask yourself before you send your message:

Are your images working together with text to identifyyour email?

Are you avoiding spam-like content in your emails?

Is your Email Service Provider authenticating your email?

Is your From line familiar and are you using a familiaremail address?

Does your Subject line include the immediate benefits ofyour email?

Have you extended the reach of your email by makingit sharable?

3 GROWSection

Increasing Email Click-Through

and Response Rates

� Tracking and improvingemail delivery

� Increasing opens, clicks,and forwards

� Reducing unsubscribe requests

Tracking and Reporting

Email Client

Constant Contact Reporting Page

Measure Increases in Overall

Social Stats shows “Shares” and “Likes” for Shared Email Campaigns

Deal with Bounced &

Blocked Email

� Non-existent address

� Check for obvious misspellings

� Try to obtain a new address

� Undeliverable/mailbox full/email blocked

� Try re-sending later

� Correct temporary issues

� Obtain a new address if arecurring issue is present

Bounce Management

Analyze “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 email is being received

� Check your ESP’s average delivery rate

Reporting Page

Capitalize on Click-Throughs

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

Reporting Page

Encourage and Reward Email

Forwards and Online Reviews

Forwards

� Use your forward report to:

� Thank people who forward your emails

� Learn about the value of your email content

� Encourage online reviews by those who forward your emails

� Help your most passionate customers spread the word

� Ask them to forward your email and write online reviews

Understand Unsubscribe Requests

� An unsubscribe request happens when your subscriber no longer wants to receive your emails

� Offer your subscriberspermanent list removal

� Best practice is automatic removal with an unsubscribe link

Reduce Unsubscribe Requests

� Why do people unsubscribe?

� Over-communication

� Irrelevant content

� Poor targeting

� Enable your audience to leave comments when unsubscribing from your list

� Take action on feedback

Email Tracking and Response

Checklist

Ask yourself after you send:

Are there any bounced or blocked emails that require attention?

Is your open rate trending upward or downward?

Are you measuring your increase in overall reach, including social networks?

Did your audience take action on your email by clicking through or forwarding your email? What were they interested in? Are you encouraging online reviews by these customers?

Did anyone unsubscribe from your list? Did they give you actionable feedback?

Did you identify any areas for improvement so your next email is more targeted and more effective?

Take the Next Step

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! Fill out a card at the registration deskor

Call toll-free: 866-876-8464

Email + Social =

Success, Guaranteed.

Attend a Free WebinarLearn more about how social media marketing can help small business and nonprofits optimize marketing efforts.

constantcontact.com/learning-center

Get a Social Media Quickstart!Get started building connections through social media marketing, today!

socialquickstarter.com

Contact Information

Zak BarronRegional Development Director | Mountain States

zbarron@constantcontact.com

facebook.com/CTCTzbarron

@zbarron

http://www.linkedin.com/zbarron

www.constantcontact.com/colorado

Upcoming Seminars

Visit: www.constantcontact.com/learning-center

Insight Provided by KnowHow

Customer Spotlight: Atlas Travel

List Size: 1,558

Open Rate: 26%

Location: Milford, MA

Customer Since: June 2002

Website: www.atlastravel.com

■ Different departments use custom templates to maintain brand

■ Sign up box on website and in emails

■ Segments contacts to market content to specific audience

“With Constant Contact, I can turn over the

process of "list management" and email

broadcast campaigns to non-technical staff

which frees me up to focus on my tasks at

hand.”

Rock Blanco,

Chief Technology Officer

Customer Spotlight: Bethany First Church of the Nazarene

List Size: 1354

Open Rate: 51%

Location: Bethany, OK

Customer Since: February 2007

Website: www.bethanynaz.org

■ Informs readers about upcoming services and events

■ Links to more information and registration for events

■ Use email to drive traffic to website

“As a church, our goal is not selling anything

or raising revenue, but Constant Contact

helps us keep our community of faith

informed of up-coming events and news that

they wouldn’t know any other way.”

Bob Miller,

Communications

List Size: 2136

Open Rate: 30.1%

Location: Suwanee, GA

Customer Since: May 2005

Website: www.XtremeTransformationsPT.com

� Announce training dates and special offers.

� Track sources from sign-ups and review reports to

determine what advertisements to repeat

� Use results from 3 minute customer satisfaction surveys for

quality control to determine bonuses and raises for trainers

� Website statistics spike from 20 to 75 visitors when email

campaigns are sent

� In 3 years, grown from in-home personal training with 2

trainers to 2 studios, franchise locations, 7 trainers and 2

companies, XtremeTransformations & Xtreme Bootcamp

Customer Spotlight: Xtreme Transformations

“Constant Contact Email Marketing and Survey

products are the best bang for the buck*by far.”

Pete Peidra, CPT, AFTA,

Certified Personal Trainer

Customer Spotlight:

The Parks Image Group, Inc.

List Size: 1016

Open Rate: 42.3%

Location: Atlanta, GA

Customer Since: April 2006

Website: www.TheParksImageGroup.com

� Update of current activities.

� Tips on current fashion trends.

� Etiquette tips & Book suggestions

� Tips and articles for Men

� Articles on topics related to the current season and related products of interest.

Customer Spotlight:

Bella Web Design, Inc.

List Size: 207

Open Rate: 50.1%

Location: Marietta, GA

Customer and Business Partner Since: 10/06

Website: www.bellawebdesign.com

� Send quarterly emails to announce new clients and services

� Uses website sign-up box to increase list size

� Includes links to current projects and business tips

“Constant Contact has been crucial in communicating

with more than 200 clients. We used to use Outlook but

could only send 25 at a time and the graphics were

unprofessional. Constant Contact raised our customer

awareness of our services and has given us a very

professional look which comes through with each email

we send. It keeps us at the top of our customer’s

thoughts when they need online marketing assistance.”

Desiree C. Scales, CEO

List Size: 2952

Open Rate: 23.8%

Location: Decatur, GA

Customer Since: Sept 2005

Website: www.dekalbchamber.org

� Keeps members & subscribers informed about events with a weekly newsletter

� Utilize campaign scheduling to send reminders for seminars and events

� Increase their non-dues revenue through paid member advertising opportunities with e-blast sponsorship campaigns and ad space in the weekly newsletter

� Offer 3-part series Constant Contact seminars regularly

“Constant Contact is an invaluable marketing resource for our members.

Given the slowing economy, this is a key time for them to invest in tools

that will allow them to nurture their current customer relationships. Having

Pam available to give seminars and answer questions is an important

asset to our community and we’re excited to be working with her.”

Janniece Leonard, Marketing & Communications ManagerDeKalb Chamber of Commerce

Chamber of Commerce Partner Spotlight:DeKalb Chamber of Commerce

Case Study: Jack-Tar American Tavern

List Size: 950

Open Rate: 43%

Location: Marblehead, MA

Customer Since: 2005

Website: www.jacktarmarblehead.com

� A classic New England tavern that specializes in creatively-prepared American fare

� Relies on email to communicate with customers in a timely, consistent, and personal basis

� Sends weekly email announcements and/or promotions

� Started a loyalty program and has grown “Admiral Club” membership to 1,000

What Creative Promotions Do They

� “Beat the Clock” emails

� Order at 5:15 pm, pay $5.15

� Order at 6:25 pm, pay $6.25

� “We’ve missed you” emails to Admiral Club members with coupons for 25% off certain menu items

� Announcements about special events and unique dining opportunities

the power of email marketing

social media

email programs

email service

social media

social networks

social channels

constant contact

email marketing

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