Instructed by Elyse Tager.

1. 8 Keys to Email Marketing
Elyse Tager
Regional Development Director
Constant Contact

2. About Me
.
Elyse Tager
Regional Development Director
Silicon Valley/San Francisco
etager@constantcontact.com
Twitter: @elysetager
Facebook: Constant Contact/Elyse Tager
LinkedIn:
http://www.linkedin.com/in/elysetager
Seminar Calendar
http://www.constantcontact.com/local/sfbayarea/index.jsp

3. Want to Really Build your Business?
Email marketing has been around for
awhile, and is important for your business.
But email marketing combined with social
media will give you greater reach, more
engagement and do the best job of
increasing number of customers and sales

4. Agenda
•
•
•
•
•
•
•
•
Build Your List with Permission
Set Objectives
Format & Frequency
Get Your Emails Opened
Create Compelling Content
Track Your Results
Segment Your List
Email + Social = Success

5. Today You Will Learn
• Best practices for creating email
communications that are effective, compelling,
responsive and will drive your business forward.

7. Constant Contact
Social Campaigns
Event Marketing
Email Marketing
Online Survey
Engagement
Marketing tools
• Engagement Marketing tools
• Online Marketing solutions for over 500K SMBs, Non-Profits, Associations
• Unrivaled KnowHow, education, and free coaching with a personal touch
• Award-winning customer support.
Copyright © 2011 Constant Contact, Inc.

8. Email Marketing Is…
– Delivering
professional
email
communications
– To an interested
audience
– Containing
information
they find valuable
Copyright © 2011 Constant Contact, Inc.
8

9. 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
Copyright © 2011 Constant Contact, Inc.
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4
5
6
7
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10. 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, 2012
2. Bain and Company
Copyright © 2011 Constant Contact,
Inc.
10

11. 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
Copyright © 2011 Constant Contact,
Inc.
11

12. Key #
1
Build Your List
With Permission
Copyright © 2011 Constant Contact, Inc.

13. Build Your List Where You Connect
Incoming or
Outgoing Calls
Events
and Meetings
Email
Signature
Place of Business
Guest Book
4
K Smitheen
2
Online
Presence
5
3
1
Customer & Prospect Database
Copyright © 2011 Constant Contact,
Inc.
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
13

14. Types of Permission
Types of permission
Explicit: Opt in from your website or storefront
■ “Join our mailing list”
■ Single vs. Double Opt-in
Implicit: Requests for information / registration forms,
existing customer relationship
Note: Always make sure
to ask for permission
when collecting
information

15. Key #
2
Set Your Objectives

16. 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
16

17. Key #
3
Choose the Appropriate
Format & Frequency

18. 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
18

19. 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
Get the maximum
Impact with
Minimum intrusion.
– Re-stimulate social conversations: repost, retweet
19

20. Key #
4
Get Your Emails Opened

21. 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
Matt Long
Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
• Be consistent
60% of consumers say the
"from" line most often
determines whether they
open an email or delete it.
Source: DoubleClick
21

22. 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
Matt Long
Lynn.Mann@AOL.com
Joe Hahn
– Capitalize and punctuate carefully
Nancy Feldman
– Avoid copying the techniques
inherent in spam emails
Email messages that mention
Facebook in the Subject Line will
have a 32% higher open rate than
those that don’t.
30% of consumers say the
“subject" line most often
determines whether they
open an email or delete it.
Emails with shorter subject
lines significantly
outperformed emails with
longer subject lines.
-Worldata, 2012
Source: DoubleClick
- MailerMailer
22

23. 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
SPAM
Misleading subject lines
Example: Typical spam “From” and “Subject” lines
Copyright © 2011 Constant Contact,
Inc.
23

24. Key #
5
Create Compelling Content

25. 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
25

26. 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?
26

27. Key #
6
Track Your Results

28. 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
28

29. 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.
29

30. Measure Increases in
Overall Reach
Social Stats shows “Shares” and “Likes” for Shared Email Campaigns
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31. Key #
7
Segment Your List

32. 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 additional
contact information
when necessary
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33. Key #
8
Email + Social = Success
Copyright © 2011 Constant Contact, Inc.

34. Email + Social = Success
Make a Join My Mailing
List available on all social
media platforms.
Make social media
buttons a consistent part
of all emails.
34

35. Move the Needle
Build/consolidate your email list
Set up 1, 2 or 3 templates and leave them
alone
Map out an email communication calendar
for the next 3 months, (or more!)
Nothing happens unless you hit “send”
Move The Needle

36. 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
36

37. Move The Needle

38. Key Takeaways
• Build your list with permission – quality is more
important than quantity
• Set objectives for your business
• Create compelling and valuable content
• Track your results and read your reports
• Email + Social = Success, you can’t have one
without the other

39. Thank You
www.onlinemarketinginstitute.org