power of the inbox webinar

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© Constant Contact 2016

The Power of the InboxTips and Tricks for Successful Email Marketing

You need to harness the power of the inbox.

Are you ready?

What can it do for your business?

“Every time I send out an email, I get a sale in 15 minutes. Overall, I get up to four times as many sales with these

newsletters than I did with my old ones, and they’ve gone from about

$50 per order to $100.”- Irene Schmoller, founder Cotton Clouds

Drive revenue and profit.

http://www.cottonclouds.com/index.asp

What can it do for your business?Create and increase

awareness.“The emails are an important reinforcement of brand. I get calls from people I’ve never met all the time. They get the newsletter, or a friend of theirs

gets the newsletter, and they know I’m the person to call. It really helps establish

credibility upfront.” - Brandon Stewart, realtor at David Griffin & Company Realtors

http://www.mod214.com/

What can it do for your business?Boost repeat business.

“It has definitely been the easiest way to reach people. If we have a slower day and know that we want to reach local people,

we can create a quick email and will get at least a few calls right away.”

- Christine Copertino, spa director for Allegria Spa

http://www.allegriaspa.com/

http://www.allegriaspa.com/

8

Agenda

1.Why email marketing?2.Harnessing the power of the inbox

a.Growing a healthy listb.Creating great content c.Designing a beautiful, mobile-friendly

template that matches your brandd.Getting your email openede.Tracking your results

3.Putting it all together

A: EmailMore than half of all emails are opened on a mobile device

Q: What is the #1 app on smartphones?

More people own a cell phone than own a toothbrush!

Source: Litmus

1. Why email marketing?

Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey

People read it

88% regularly check email on their

smartphones

91% of people check their email daily

Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey

It’s reliable

Email gets delivered 90+% of the time

(Facebook posts reach just 2% of

fans)

Why Email? Because it works everywhere.

Email marketing has 3x the

conversion rate as social media

For every $1 spent on email marketing, there is a

$44.25 average ROI

13

Should your first impression be this: Or this?

…this or this?

First impressions Matter. Should your first impression be ..

14

• Limited sending

• No formatting control

• Susceptible to filters

• No cohesive branding

• Potential SPAM complaints

• No tracking or reporting


Why regular email doesn’t work

Why regular email doesn’t work

Email marketing best practices

that make you look great!

Constant Contact will automatically:


• Provide beautiful templates• Reinforce brand identity• Manage subscriptions • Ensure email delivery• Track results• Obey the law

16

Agenda





2. Harnessing the power of the inbox: Grow a healthy list

How to Ask: The importance of permission

Get express consent

Offer opt-out

Be straightforward

Respect privacy

Be legally compliant

18

QR codes Fishbowl

Sidewalk signs But really, just ask.

Where to Ask: Everywhere else!

Events Unchecked box

SALONBELLASALONBELLA

Tip: Use Text-to-Join to collect contacts

20The #1 reason for an unsubscribe is irrelevant content.

Don’t forget - give them a reason to join your list

and let them know when to expect it.

Ongoing education VIP preference Insider news

E-book, whitepaper

2. Harnessing the power of the inbox: Grow a healthy list

Updates Discounts

21

Agenda





2. Harnessing the power of the inbox: Creating great content

Put your readers interests ahead of your own.


Focus on being

relevantFigure out how much

is “enough”Turn

questions into content

Images are content too

23


Source: MarketingSherpa

Write for your audience, not for you.

send it to spam if it’s irrelevant

unsubscribe if it’s boring38%

32%

24

20 lines of text or less

Less is more.How much is enough?2. Harnessing the power of the inbox: Creating great content

Source: http://news.constantcontact.com

3 pictures or less

Fewer links,more clicks


steep decline3+

most clicks1

eh... okay2

less to no clicks5+

Clicks per Link

1 3 5 7 9 11 13 15 17 19 21 23 25 27 290

0.010.020.030.040.050.060.070.08

Number of Links

Clic

k R

ate

26

5 Ways to Protect Your Pipes this Winter

Your Top 3 Mileage Deduction Questions

10 Ways to Increase Event Attendance

How do I ensure my pipes won’t burst this winter?

Can I deduct the mileage I drive for volunteering?

How do I get more people to attend my events?

…Into Content

Turn Questions…


Source: www.adweek.com 27


Images are content too!90% of information processed by the brain is

visual content

28

Working with photos• Choose the right size

• Avoid copyright issues• Use your own photos • Find stock images

BigStockwww.bigstockphoto.com

29Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015

•Make images clickable

• Keep key action above the scroll

• Limit the choices!

Communicate through Content2. Harnessing the power of the inbox: Creating great content

30

Agenda





2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template

Look great – and recognizably you – in any inbox!


Optimize for mobile

Ensure consistent branding

32


Facebook

• Be consistent

• Use images

• Use similar language

EmailWebsite

Be recognizable. Everywhere.

Newsletters


• stay top of mind

• send news or updates

• inform and educate

PromotionsAnnouncements

• share new products

• invite to a special event

• ask for feedback

• provide exclusive content

• offer deals or coupons

• ask for feedback

2. Harnessing the power of the inbox: Get your email opened

1. Single column template

2. Fewer than 3 images

3. Fewer than 20 lines of text

4. No more than 3-5 links

5. Action above the scroll line

Simple recipe for success...

35

Agenda






Give them 4 reasons to pay attention.


Recognized Sender Compelling

Subject Good Timing Easy Social Options

37Source: Inwise

open an email based on the subject line.

More than1/3 of people

Source: Litmus 38

30-40 characters max

6-10 words max

Control “pre-header” text

Size matters. Keep it short.

39

Choose your words carefully.

Freecredit

Save

offersClick

incometrafficnowcash

orderrates

Urgent

Act Now!

Act Now!Get homedollarsFast!

guaranteed

FeesPurchasemoney

RefundWin

remove

Timing is everything.

40


How often?• Keep the promises you made

• Coordinate timing across channels

•Determine when it’s urgent

•Day of week (Monday - Wednesday)

• Time of day (10am to 3pm)

• Test, test, test

What day and time?

41

Monday Tuesday Wednesday Thursday Friday

RestaurantsAccountants & Financial Advisors

Hotels, Inns, B&Bs

Religious Organization

sArts & Crafts

When is it best to send emails?

7:00 am 6:00 am 7:00 am 12:00 pm

5:00 am

42


Emails with social media buttons increase click-through rates by158%

43

Agenda





2. Harnessing the power of the inbox: Tracking your results


Know what metrics matter

Use data to make

decisionsFocus on the

“click through”

Don’t guess. Use metrics.

45

OPENS


• Gauge interest

• Determine best day/time

Industry averages: 8-28%

46


CLICK-THROUGHS• Measure success

• Identify engaged readers


47


DID NOT OPENS

• Re-engage audience

• Test new methods


48


OPT-OUTS• Collect feedback

• Adjust mailing strategy

Industry average: <1%

49


BOUNCES• Identify “bad”

addresses

• Maintain clean lists

Industry average: 2-14%

50


Making decisions based on HIGH metrics

High Opens High Clicks

• Find the best time & day

• Identify best keywords

• Segment ‘super fans’

• Format links to stand out

• Offer links to preferred content

• Segment ‘super clickers’

51

View the “clickers”

52

Target based on interest

53

Agenda





3. Putting it all together

54

What an “ideal” email looks like…

Include your business name in

‘from name’ text

3. Putting it all together

Subject line: keep it short (8 words, 35

characters)

Make your logo clickable to your

websiteCommunicate through images and make them clickable. Keep to 3 or fewer

•What an “ideal” email looks like…

Write pre-header text to entice

readers

55•What an “ideal” email looks like…

Less is more. Focus on relevant content. About 20 lines of text.

Include a clear call-to-action above the scroll

lineMinimize the number of

links. One is best, after 3 clicks drop off significantly.

Use social media buttons

Apply your brand colors

1. Start with what you’ve got

•Growth takes time•Growth is an ongoing process• Efforts must be organized & consistent • A combination of traditional and modern methods are most successful

Growing your list sounds complicated but it doesn’t have to be if you understand.

57

•Small business marketing is...Nurturing

relationships.Delivering on your

promise.Getting measurable

results.

58

•You really can do this!

My Upcoming Seminars & Training

www.WeCoachSalesPros.com

Wednesday September 7th

9 AM-10 AMGetting Started With Constant

Contact Email Marketing: Live Demonstration WEBINAR

Tuesday September 13th

10 AM- 11 AMSocial Media 201:

‘You’re Social.. Now What?’ WEBINAR

http://www.wecoachsalespros.com/

http://www.wecoachsalespros.com/

Exclusive Offer for Today’s Participants

30% OFF for your first 3 months of Email or Email Plus

Promo Code: 2016SAVE

Be a Marketer with Constant Contact!

*This promotion (the "Promotion") begins on Wednesday, July 13 at 12:01 a.m., Eastern Time ("ET") and ends on Friday, September 30, 2016 at 11:59 p.m., ET (the "Promotion Period"). If eligible Constant Contact customers purchase either the Email or Email Plus package levels of Constant Contact during the Promotion Period, they will receive a discount of 30% off of such purchased product for the first three months after they become a paying customer. Constant Contact customers will be eligible to participate in this Promotion if they (i) are a Constant Contact trial account holder or a new Constant Contact customer who has never been a paying Constant Contact customer, and (ii) become a paying Constant Contact customer and either enter the applicable promo code during check out by 11:59 p.m., ET, on September 30, 2016 or call their Constant Contact Authorized Local Expert and mention this offer during their Constant Contact Authorized Local Expert’s normal business hours during the Promotion Period. After the first three months have ended, eligible participants will automatically be charged the current retail price for the product unless they cancel their accounts or the applicable product. This Promotion cannot be combined with any other Constant Contact promotion or special offer. Constant Contact offers a 30-day money-back guarantee on purchases of certain Constant Contact products, as more fully described at www.constantcontact.com/pricing. Constant Contact reserves the right, in its sole discretion, to suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the Constant Contact terms and conditions. This offer is not available to clients signed up under Single Bill.