campaigns that compel action: newsletters & announcements · 2017-11-08 · 3 grow with...
TRANSCRIPT
Campaigns That Compel Action: Newsletters & Announcements
Learn How to Drive More Business with The Power of Email Marketing.
© 2014
Accredited Authorized Local Expert, Constant Contact
2
Javed S. Khan
facebook.com/EMpression
@empressionmktg
3
Grow with Constant ContactGet results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Events& Registrations
Offers& Promotions
Newsletters& Announcements
Feedback& Surveys
4
Agenda
What are campaigns, newsletters?
Email vs. Email Marketing
Email + Social: you have to use both!
Next Steps (including CASL)
Campaigns & Newsletters | Email | Email + Social | Next Steps
6
marketing
Campaigns & Newsletters
At its core, marketing is abouteliciting a physical and measureable
response
pull response
7
Campaigns & Newsletters
What is acampaign?
push content
8
Campaigns & Newsletters
Different types of newsletters
Newsletters
Keep your audience in-the-know Card or announcement
WOW!
Custom code email
101001
Business letter
Press release
Campaigns & Newsletters | Email | Email + Social | What’s Next?
10
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
What do I write about?
11
How much is enough?
Focus.
Less is more.
?51%
November 2013
12
A picture is worth...
13
A picture is worth...
Pictures get 47% more click-through activity than content without images, but…
…don’t over-rely on images!
Be sure to use text labels in case images aren’t displayed by the recipient’s mail program.
Don’t use images of your content.
Remember: your content is viewed on mobile devices…
A picture is worth...
14
Use images carefully!
15
Got pics?Some channels thrive on visuals
16
Repurpose & Reuse
Campaign exercise…
1 Select 1 or 2 campaign types you might want to try
2 What might you write about?
3Which channels make sense for you and your campaign and your message?
Who is it “from?”
What’s the “subject?”
When do you send your communication?
Now, later or neverThree little words that rule your world
19
Who is it from?Winning the battle of priorities
Canada Anti-Spam Legislation (CASL)go to fightspam.gc.ca to learn more
How will you be most recognizable?
20
Look greatBrand consistency
Subject lineWinning the battle of priorities
SECONDS WORDS TODAY
22
Winning the battle of priorities
Tomorrow: Need 3 Hammers –Can You Help?
Joe’s Pet Store Newsletter
ALERT: Help your dog beat the heat!
Children’s ClassesStill time! Openings available for children’s classes.
March Newsletter
23
Monthly is most common
Ask yourself: “When are my readers likely to take the action I want?”
When to send
24
Find your best day
Send your e-mail, watch for best response
Select 3 days in the week to test
Divide your list into3 groups of people
1
2
3
25
Find your best time
Select 3 times on the day with the best results
Use same 3 groups of people
Send email at 3 different times of day, note time with best results
1
2
3
26
When to send or postDo not be romanced by a high open rate –
measure actions!
27
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
Practical advice
28
Key action must be above scroll line
Do not give too many choices
Make all images clickable (and with text labels)
Practical advice
(and on your mobile device)Test it on yourself!
Campaigns & Newsletters | Email | Email + Social | Next Steps
30
Email + Social
Then vs. nowSocial media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
% of small businesses using social media marketing
10%
2008
31
Email + Social
Then vs. nowSocial media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
% of small businesses using social media marketing
87%
2013
Email + Social
It influences decisions
74%Rely on social networks to guide purchase decisionssource: Fedelta
55%Share purchases on social networkssource: Fedelta
68%Learn more about a charity if they see a friend posting about it source: MDG Advertising
33
Email + Social
Email & SocialYou have to use both
Drive traffic back to your list, email, etc...
Amplify your email
Campaigns & Newsletters | Email | Email + Social | Next Steps
35
Next Steps
Are Your Emails CASL Compliant?Canada Anti-Spam Legislation
36
Next Steps
Tools to expand your reachSocial media buttons
158% More Reach
Content calendar for all channels
S M T W T F S
1 2 Tips for
Spring
• Newsletter
3 4 5
6 7 Motivation
Monday
8 9 10 11 New
Product
• Newsletter
12
13 14 Motivation
Monday
15 16 Staff Pics
• Newsletter
17 18 19
20 21 Motivation
Monday
22 23 24 Event
Photos
25 26
regular newsletter
blog post
theme days
multimedia
news/promotions
© Constant Contact 2014
Get started today…60-day money back GURANTEEempressionmarketing.constantcontact.com
Want to learn more?Local learning near you…empressionmarketing.constantcontact.comSelect Resources » Local Learning » Seminars
38
Campaigns That Compel Action: Newsletters & Announcements
Thank You.
© 2014