Here is my PowerPoint presentation from the Dec 4th event at the Kids Skate Free conference in Atlanta, GA.

2. Contact Information
Howard Flint Local “Expert”
Ghost Partner – Content Creation and Managed Marketing
Howard@GhostPartner.com
404-537-2166 xt. 2
Facebook.com/GhostPartner
LinkedIn.com/in/GhostPartner
@GhostPartner
Insight Provided by KnowHow
2
Visit: www.constantcontact.com/learning-center

3. Introduction
This presentation has three parts…
1 Connecting to build
customer relationships
2 Informing people who
will buy in to your
message
and share it with others
3 Growing your business
with engagement
marketing
GhostPartner.com 3

4. Section
1 CONNECT
Email Marketing Basics
 Connecting with your customers
 Engaging in profitable
customer communications
 Using email and social media as
components of an engagement
marketing strategy
GhostPartner.com 4

5. Why Engage?
Q. Where will the majority of next
month’s business come from?
A. Existing customers
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6. Why Engage?
Q. What is your best source for
new business?
A. Existing customers
Engagement Marketing is using
technology to make “it” happen
GhostPartner.com 6

7. New tools have changed the game
Traditional Engagement
Marketing Marketing
FIND
MORE
“Flip The Funnel: Retention is the New Acquisition”
- Joe Jaffe (@jaffejuice) 7

8. 3 Steps to Building Relationships
 Email marketing
 Trusting relationships
 Early relationships
 Encourage broader relationships
through SMM Customers Friends
 Social media marketing
 New relationships
 New prospects Followers
 Encourage deeper relationships
through EM
Friends
Yo
u
Prospects
Followers
Step 1: Step 2: Step 3:
Great customer Connections that enable Content that engages
experience ongoing dialog and spreads
Copyright © 2011 Constant Contact, Inc. 8

9. Marketing Today = Building
Relationships
GhostPartner.com

10. Five Types of People
Raving Fans Customers Prospects Suspects Disinterested
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11. Acquiring Customers
 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
$
1 2 3 4 5 6 7
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12. 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
Copyright © 2011 Constant Contact, Inc. 12

13. 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
Copyright © 2011 Constant Contact, Inc. 13

14. 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
GhostPartner.com 14

15. Email Marketing Is Not…
Junk email
Unsolicited and unwanted email
SPAM
Email from an unknown sender
Dubious opt-out (if any)
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16. Email Marketing Is…
 Delivering professional
email communications
 To an interested
audience
 Containing information
they find valuable
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17. 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
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18. 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
GhostPartner.com 18

19. 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
GhostPartner.com 19

20. 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?
GhostPartner.com 20

21. Section
1 CONNECT
Building a Quality Email List
 The benefits of permission-
based marketing
 Building a valuable contact list
 Keeping your list current
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22. Consumers Define Spam
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23. Consumers Define Spam
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24. Build Your List Where You
Connect
siness
Incoming or Events Email
Plac e of Bu k Online
Outgoing Calls and Meetings Signature Bo o Presence
Guest
s
uest
G4
2 3 5
1
57% of consumers will fill out
a card to receive email alerts
when asked to by a clerk at a
local small business.
Customer & Prospect Database Source: Transact Media Group
GhostPartner.com 24

25. Integrate Email Marketing and
Social Media Marketing
Make social media
Make a Join My Mailing buttons a consistent
List available on all part of all emails.
social media platforms.
GhostPartner.com 25

26. Make it easy for people to SHARE
GhostPartner.com 26

27. 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 Consider asking for your audience’s preferred
to stay relevant
social network.
 Ask for additional
contact information
when necessary
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28. Sending a Welcome Email
 Include your logo
and brand identity
 Personalize your
message
 Reinforce permission
and ability to change
preferences
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29. Sending a Welcome Email
 Include your logo and
brand identity
 Ask for explicit Response Necessary to Complete Subscription
confirmation
 Include a confirmation link
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30. Using a Permission Reminder
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31. Keeping Your List Current
 Include your
logo and brand
identity
 Provide a link so
subscribers can
update contact info
 Ask for feedback
 Include links to your
social sites
GhostPartner.com 31

32. List Building and Permission
Checklist
Ask yourself as you build your list…
Are you collecting contact information at every customer
touch 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 to
stay current?
GhostPartner.com 32

33. Section
2 INFORM
Creating Valuable Email Content
 Determining what is valuable
to your audience
 Choosing an effective
email format
 Deciding what day and
time to send
GhostPartner.com

34. 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
stt
#Em
EmaiillGho s
a Gh o
34

35. Create a Schedule
Copyright © 2010 Constant Contact, Inc. 35

36. Content Has to Have Value
to Your Audience
Promotional Email
Discounts, coupons,
offers, incentives.
Relational Email
Savings Special privileges,
acknowledgement
Knowledge Quality
Informative Email
Advice, research,
facts, opinions, tips
GhostPartner.com 36

37. 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
GhostPartner.com 37

38. Keeping Email Content Concise
 Host large bodies of content… Come with Parker Travel Adventure
 On your website Group and meet fellow travel
enthusiasts near you. Join us for our
annual rafting trip August 23 _ 26,
 In a PDF document starting at the base of Glen Canyon.
There are still six spaces available for
anyone interested in joining the group.
 In a longer archived version
Complete package start $399 with flights from New
York and Boston.
 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 to
Email Archive or Website
GhostPartner.com 38

39. Howard’s Content Rules, #23
Content is not limited to words.
GhostPartner.com

40. les, #23 & #24
Ho ward’s Content Ru
Content is not limited to words.
Your organization has a story to
tell.
GhostPartner.com

41. Howard’s Content Rules, #17
Content is a critical new skill
you NEED to learn, to thrive in
the new economy.
GhostPartner.com

42. 7 Habits for Consistent Writing
(Email or Social Media)

43. 7 Habits for Consistent Writing
(Email or Social Media)
1. Everything is content

44. 7 Habits for Consistent Writing
(Email or Social Media)
1. Everything is content
2. Be consistent

45. 7 Habits for Consistent Writing
(Email or Social Media)
1. Everything is content
2. Be consistent
3. Organize ahead of time

46. 7 Habits for Consistent Writing
(Email or Social Media)
1. Everything is content
2. Be consistent
3. Organize ahead of time
4. Keep the post alive all month
#EmailGhostt
EmailGhos

47. 7 Habits for Consistent Writing
(Email or Social Media)
1. Everything is content
2. Be consistent
3. Organize ahead of time
4. Keep the post alive all month
5. React appropriately

48. 7 Habits for Consistent Writing
(Email or Social Media)
1. Everything is content
2. Be consistent
3. Organize ahead of time
4. Keep the post alive all month
5. React appropriately
6. Plan to be spontaneous

49. 7 Habits for Consistent Writing
(Email or Social Media)
1. Everything is content
2. Be consistent
3. Organize ahead of time
4. Keep the post alive all month
5. React appropriately
6. Plan to be spontaneous
7. Don’t be afraid

50. The world is ruled by content.
Big or small.
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51. 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
GhostPartner.com 51

52. Mobile Email
#EmailGhostt
EmailGhos
52

53. Brand Consistency
Customer Spotlight: The Parks Image Group, Inc.
List Size: 1337
Open Rate: 37.2%
Location: Atlanta, GA
Customer Since: April 2006
Website: www.TheParksImageGroup.com
 Articles on topics related to the current season and related products of
interest
 Tips on current fashion trends
 Etiquette tips & Book suggestions
 Tips and articles for Men
 Green Corner
 Blog Post
 Consistent branding
GhostPartner.com
Copyright © 2010 Constant
Contact, Inc.

54. Customer Spotlight: Brumark
List Size: 8,554
Open Rate: 29.2%
Location: Marietta, GA
Customer Since: January 2006
Website: www.brumark.com
 Communications to clients are consistent in look and feel
 HTML email helps illustrate the breadth and depth of
Brumark’s product offerings
 Mailings contribute to an active website: 15,000 hits a
month
 Constant Contact helps keep an eye on the bottom line:
Analytics help drive better open rates and track customers.
“Constant Contact is a very important part of our
marketing mix. It’s a very effective means to
communicate.”
Dave Walens, president
GhostPartner.com

55. Customer Spotlight: BoardWalk Consulting LLC
List Size: 3,600
Open Rate: 35.5%
Location: Atlanta, GA
Customer Since: April, 2004
Website: www.boardwalkconsulting.com
 Sends mostly-monthly newsletter, smorgasBoard, and
special announcements.
 Mines campaign reports for topics of most interest, based
on click-through data.
 Sees dramatic increase in web site traffic after each
campaign.
 Readership and downloading of articles on web site has
more than doubled in past year, and business has grown
71%.
“Whenever we hit ‘send’ on a campaign, the phone rings.”
Sam Pettway, founding director
GhostPartner.com

56. Definition: OPEN RATE
 The email open rate is a measure primarily used by marketers as an indication of
how many people "view" or "open" the commercial electronic mail they send out.
 Open rates are typically measured using an HTML <img> tag embedded in outgoing
emails, calling for a small, transparent tracking image. When the client or browser
used to display the email requests that image, then an "open" is recorded for that
email by the image's host server.
 The open rate for an email sent to multiple recipients is then most often calculated
as the total number of "opened" emails, expressed as a percentage of the total
number of emails sent or -- more usually -- delivered. The number delivered is itself
measured as the number of emails sent out minus the number of bounces
generated by those emails.
GhostPartner.com

57. Branding Emails Consistently
 Use different formats and
similar designs…
 Include your logo
 Use consistent colors
 Use meaningful
graphics
 Avoid drastic changes
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58. 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?
GhostPartner.com 58

59. 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)
Get the maximum
 Time of day (10am to 3pm)
Impact with
 Test for timing
Minimum intrusion.
 Divide your list into equal parts
 Send at different times and compare results
 Re-stimulate social conversations: repost, retweet
GhostPartner.com 59

60. Email Content Checklist
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?
GhostPartner.com 60

61. Section
2 INFORM
Getting Email Delivered and Read
 Email filters and other
delivery challenges
 Creating email from and
subject lines
 Using technology to deliver
your email
GhostPartner.com

62. Is Your Email Fabulous or Filtered?
ESP
Email Authenticated
AOL MSN Yaho other ISPs
o
Deliverability issues:
Image blocking Block-listing
Filtering & Blocking (Avg 81% delivered –
Individual filters Friends-listing CTCT 97%**)
Bouncing Reputation
Challenge responses Sender authentication Email
Blocking Spam
**Return Path verified
GhostPartner.com 62

63. Getting Email Opened: Two Key
Elements
“Subject” line and “From” line
Show of hands…
which of the two is the most important?
Copyright © 2010 Constant
63
Contact, Inc.

64. Getting Email Opened
 The “From” line – Do I know you?
 Use a name your audience
recognizes
 Include your organization Matt Long
name or brand Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
 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
GhostPartner.com 64

65. 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
Jeffsmall@aol.com
Katejohnsonl@verizon,net
GhostPartner.com 65

66. 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 Matt Long
of opening the email Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
 Capitalize and punctuate carefully
 Avoid copying the techniques
inherent in spam emails
X
Email messages that mention 30% of consumers say Emails with shorter
Facebook in the Subject Line the “subject" line most subject lines significantly
will have a 32% higher open often determines whether outperformed emails
rate than those that don’t. they open an email or with longer subject lines.
-Worldata, 2011 delete it. - MailerMailer
Source: DoubleClick
GhostPartner.com 66

67. Create a Great Subject Line
The longer the length (in characters) of a B2C
email subject line, the higher its open, click, and
click-to-open rates, finds Adestra in a July 2012
study of 932 million emails from more than
40,000 campaigns across 6 sectors, sent over a
6-month period.
GhostPartner.com 67

68. Avoiding “Spam-speak”
The words: free, guarantee, spam, credit card etc.
ALL CAPITAL LETTERS
Excessive punctuation !!!, ???
SPAM
Excessive use of “click here”
$$, and other symbols
No “From:” address
Misleading subject lines
Example: Typical spam “From” and “Subject” lines
GhostPartner.com 68

69. 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
GhostPartner.com 69

70. Measuring Effectiveness:
The Swinery
The Swinery is a
specialty butcher shop in
Seattle
They sent an email
newsletter to 3,765
subscribers
Received 816 opens
(22%)
But it was viewed an
additional 485 times &
”liked” by 181 readers
Represents a 60%
increase in reach

71. Tweet and Share your Email
 Tweet a link to
your email
automatically
GhostPartner.com 71

72. Email Delivery Checklist
Ask yourself before you send your message…
Are your images working together with text to identify
your 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 familiar
email address?
Does your Subject line include the immediate benefits of
your email?
Have you extended the reach of your email by making
it sharable?
Copyright © 2011 Constant Contact, Inc. 72

73. Section
3 GROW
Increasing Email Click-Through
and Response Rates
 Tracking and improving
email delivery
 Increasing opens, clicks,
and forwards
 Reducing unsubscribe requests
GhostPartner.com

74. Tracking and Reporting
Email Client
Constant Contact Reporting Page
Copyright © 2011 Constant Contact, Inc. 74

75. Measure Increases in Overall
Reach
Social Stats shows “Shares” and “Likes” for Shared Email Campaigns
GhostPartner.com 75

76. Deal with Bounced &
Blocked Email
 Non-existent address
 Check for obvious misspellings
Bounce Management
 Try to obtain a new address
 Undeliverable/mailbox full/
email blocked
 Try re-sending later
 Correct temporary issues
 Obtain a new address if a
recurring issue is present
GhostPartner.com 76

77. 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
Copyright © 2011 Constant Contact, Inc. 77

78. 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
Copyright © 2011 Constant Contact, Inc. 78

79. Encourage and Reward Email
Forwards and Online Reviews
 Use your forward report to: Forwards
 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
GhostPartner.com 79

80. Understand Unsubscribe Requests
 An unsubscribe request
happens when your
subscriber no longer
wants to receive your
emails
 Offer your subscribers
permanent list removal
 Best practice is automatic
removal with an
unsubscribe link
GhostPartner.com 80

81. 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
GhostPartner.com 81

82. 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?
GhostPartner.com 82

83. Use NutshellMail to Engage,
on Your Time
Track your Page Insights
Sign up for a Free
NutshellMail Account.
www.nutshellmail.com
Read Fan comments
Reply from your Inbox
GhostPartner.com 83

84. Constant Contact® - A Complete Offering!
Social
Campaigns
GhostPartner.com 84

85. We’d love to help you…
GhostPartner.com

86. • Content Creation and Strategy
• Managed Marketing Services
• Social Media Marketing and Networking
• Email Marketing
• Search Engine Optimization
• Content Optimization and Website work
• Search Engine Marketing
GhostPartner.com

87. Q&A
GhostPartner.com
#EmailGhost
GhostPartner.com

88. GhostPartner.com

89. Thank You for attending!
Howard Flint Local “Expert”
Ghost Partner – Content Creation and Managed Marketing
Howard@GhostPartner.com
404-537-2166 xt. 2
Facebook.com/GhostPartner
LinkedIn.com/in/GhostPartner
@GhostPartner
Insight Provided by KnowHow
89
Visit: www.constantcontact.com/learning-center

90. Take the Next Step
FR
Email + Social =
EE
!
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! Fill out a card at the registration desk
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!
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Copyright © 2011 Constant Contact, Inc.