This document discusses integrating email marketing and social media marketing. It recommends linking email content to social media by embedding videos and links to encourage sharing on platforms like Facebook, Twitter and YouTube. The document also suggests making social media opt-ins available in all emails and email list opt-ins available on all social media to easily connect the two marketing channels.

1. The Power of Email Marketing for Holistic Business
Connect. Inform. Grow.
Presented by
Constant Contact & My Holistic Village
For an audio accompaniment
Click Here
Copyright © 2008 Constant Contact Inc.

2. Email Marketing Best Practices
Connect | Inform | Grow
■ Connecting to build customer relationships
■ Informing people who will buy in to your message
■ Growing your business with targeted marketing
Copyright © 2008 Constant Contact, Inc. 2

3. What You Will Learn Today
How to easily create an email marketing strategy
through 3 easy steps:
■ Build Your List of customers and prospects
o Add sign ups to your emails and social networking sites
■ Create Great Content that has value
o Identify topics via social media, surveys, direct feedback
■ Review Campaigns regularly for maximum effect
o Measure & manage using reporting
Copyright © 2008 Constant Contact, Inc. 3

4. Why Do We “Market”?
More…
 Customers
We Want
More!  Clients
 Volunteers
 Donors / Members
 Brand Awareness
 Sales
 Website Traffic
 Time in the day!
CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. 4

5. Marketing Today = Building Relationships
Copyright © 2008 Constant Contact, Inc. 5

6. Five Types of People
Raving Customers Prospects Suspects
Fans Disinterested
Copyright © 2008 Constant Contact, Inc. 6

7. Acquiring Customers Takes Effort
Time… Money… Energy… Effort
On average, it takes 7 touches for a sale to occur.
■ Some buy right away
■ Others research and try
■ Some show interest but
don’t trust you yet
Challenges?
Education & Differentiation
Copyright © 2008 Constant Contact, Inc. 7

8. 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. Harvard Business Review
2. Bain and Company, 2002
Copyright © 2008 Constant Contact, Inc. 8

9. Why Email?
Because almost everyone your business
needs to reach reads it:
■ More than 90% of Internet users between
18 and 72 said they send and receive
email, making it the top online activity¹
■ If email was a country, its 1.4 billion users
would make it the largest in the world.
Bigger than China, bigger than the
populations of the USA and European
Union combined²
ources:
Pew Internet & American
Life Project, 2009
Email Marketing Reports,
2009
Copyright © 2008 Constant Contact, Inc. 9

10. 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
Copyright © 2008 Constant Contact, Inc. 10

11. Email Marketing Is Not…
Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)
Copyright © 2008 Constant Contact, Inc. 11

12. Email Marketing Is…
■ Delivering professional
messages
■ To an interested
audience who have asked
to receive your emails
■ Containing information
they find valuable
Copyright © 2008 Constant Contact, Inc. 12

13. Build Trust with 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
■ Including physical address
■ Providing opt-out
■ Gaining Permission
■ Do they know me?
■ Do they care?
■ Utilizing Professional Services
Copyright © 2008 Constant Contact, Inc. 13

14. Regular Email vs. Email Service Provider
Email marketing services automate
Standard Email Programs
best practices
(e.g. Outlook, Gmail, Yahoo)
■ E as y-to-u s e te m p late s
■ Lim ite d # of e m ails s e nt at
re inforce b rand id e ntity
one tim e
■ E m ail ad d re s s e d to re cip ie nt
■ N o form atting control
only – no ris k of p rivacy
■ Lis t b re ak u p m ore infringe m e nt
s u s ce p tib le to filte rs ■ E as y lis t m anage m e nt –
■ N o coh e s ive b rand ing s u b s crib e rs , b ou nce s &
■ N o tracking and re p orting of u ns u b s crib e s
e m ail re s u lts ■ Im p rove d d e live ry
■ R is k of b e ing b lacklis te d ■ track re s u lts – op e n & click
th rou gh
■ ob e y th e law
Copyright © 2008 Constant Contact, Inc. 14

15. Email Basics Checklist
Ask yourself before you begin email marketing…
■ Do repeat and referral customers help your business?
■ Is your audience interested in your message?
Is it valuable to them?
■ Do you have a plan for communicating on a regular basis?
■ Do your messages look professional and reflect your brand?
■ Are you using an Email Service Provider with the flexibility
to support your current and future online marketing needs?
Copyright © 2008 Constant Contact, Inc. 15

16. Building Your List
Incoming or Events Email Place of Business Online
Outgoing Calls and Meetings Signature Guest Book Presence
Guests
4
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

17. List Building and Permission Checklist
Ask yourself as you build your list…
■ Are you collecting contact information at every
customer touch point?
■ 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?
■ Are you using permission and subscription reminders
to stay current?
Copyright © 2008 Constant Contact, Inc. 17

18. Valuable Content = Value to Your Reader
Promotional Relational
Email Email
Discounts, Savings Special privileges,
coupons, offers, acknowledgement
incentives.
Knowledge Quality
Informative
Email
Advice, research,
facts, opinions,
tips
Copyright © 2008 Constant Contact, Inc. 18

19. Vary Your Content Offerings
■ Share your expertise
■ Share other people’s expertise
■ Use facts & testimonials
■ Give guidance & directions
■ Give tips & advice
■ Entertain
■ Offer discounts & coupons
■ Exclusivity & VIP status
■ Hold contests & giveaways*
■ Acknowledge your audience
* Check applicable regulations before deciding
to hold a contest or giveaway
Copyright © 2008 Constant Contact, Inc. 19

20. Keep 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
*Yes! We’ve added document hosting!
Copyright © 2008 Constant Contact, Inc. 20

21. Call 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?
Copyright © 2008 Constant Contact, Inc. 21

22. Frequency & Delivery Time
How often to send
■ Create a master schedule
■ Include frequency in online sign-up “Monthly Newsletter”
■ Keep content concise and relevant to planned frequency
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
Maximum impact with minimum intrusion
Copyright © 2008 Constant Contact, Inc. 22

23. 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?
Copyright © 2008 Constant Contact, Inc. 23

24. Get Your 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" address most
often determines
whether they open an
email or delete it.
Source: DoubleClick
Copyright © 2008 Constant Contact, Inc. 24

25. 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 techniques
inherent in spam emails.
30% of consumers say the
Emails with shorter “subject" line most often
subject lines significantly determines whether they
outperformed emails with open an email or delete it.
longer subject lines.
S ou rce : D ou b le C lick
- MailerMailer (2008)
Copyright © 2008 Constant Contact, Inc. 25

26. Avoid “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
Copyright © 2008 Constant Contact, Inc. 26

27. 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?
Copyright © 2008 Constant Contact, Inc. 27

28. Tracking and Reporting
+
Email ESP Tracking Code Interaction
Copyright © 2008 Constant Contact, Inc. 28

29. 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
Copyright © 2008 Constant Contact, Inc. 29

30. Capitalize on Click-Through
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
Copyright © 2008 Constant Contact, Inc. 30

31. Encourage and Reward Forwarding
Use your forward report to…
■ Thank people who forward
your emails
■ Learn about the value of your
email content
Help your audience spread
the word. Ask them to
forward your email and
interested people can
subscribe to your list
Copyright © 2008 Constant Contact, Inc. 31

32. 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?
■ Did your audience take action on your email by clicking
through or forwarding your email? What were they
interested in?
■ Did anyone unsubscribe from your list? Did they give you
feedback?
■ Did you identify any areas for improvement so your next
email is more targeted and more effective?
Copyright © 2008 Constant Contact, Inc. 32

33. Email & Social Media Marketing
Start with your
passionate customers Social Sharing
and interesting
■ Email Marketing content
■ Help them get to know
& trust you
■ Inspire repeat business
& deeper engagement
■ Encourage broader
relationships through
SMM (endorsements,
referrals)
■ Social Media Marketing
■ New relationships
■ New prospects Targeted
■ Encourage deeper Sharing
relationships through EM
33
CONFIDENTIAL Copyright © 2010
Constant Contact, Inc.

34. HOW do you easily integrate both?
Make social media
Make email list opt-in available in
opt-in available all emails
on all social
media
platforms
Allow readers to share email content
to their social media networks

35. Link Email to Social Media Campaigns
■Embed videos easily in your email
■Consider your own Youtube channel
■Link to discussion threads on
Facebook
■Promote a topic-related hashtag for
your Twitter users
■Create excitement for social media
offers, coupons, via email
Copyright © 2008 Constant Contact, Inc. 35

36. What next?
Just getting started?
■ Take advantage of the special
Website Match Offer ($99 value)
■ Start building your list
■ Create and send your first email
Ready to learn more?
■ Sign up for the next
Heartrepreneur’s Hearth to learn
how to learn how to get more
“Likes”, more “shares” and more
business with Constant Contact
Social Campaigns
■ Watch Your email and the
Marketplace for details.
MyHolisticVillage.com
ConstantContact.com
Copyright © 2008 Constant Contact, Inc. 36