Lisa Kember - The Power of Email Marketing: A Blueprint for Using Email to Build Your Organization

Copyright © 2011 Constant Contact, Inc.
A Blueprint for Using Email to Build
Your Organization

Contact Information
Copyright © 2011 Constant Contact, Inc. 2
Lisa Kember
Regional Development Director | Ontario
lkember@constantcontact.com
facebook.com/CTCTontario
@LisaKember
www.constantcontact.com/southernontario
Upcoming Seminars
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow

1 CONNECT
Section
Email Marketing Basics
 Connecting with your customers
 Engaging in profitable
customer communications
 Using email and social media as
components of an engagement
marketing strategy
3

Marketing Today = Building
Relationships

 Email marketing
 Trusting relationships
 Early relationships
 Encourage broader relationships through
SMM
 Social media marketing
 New relationships
 New volunteers, donors & constituents
 Encourage deeper relationships through
EM
3 Steps to Building Relationships
Step 2:
Connections that enable
ongoing dialog
Constituents
Donors &
Volunteers
Step 1:
Great customer
experience
You
Step 3:
Content that engages
and spreads
Followers
Friends
Friends
Followers

Why Email?
 Because almost everyone you need 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
6
Sources: Pew Internet and
American Life Project 2010

Why Email?
 It works.
 72% of marketers say email delivers excellent ROI.
Only organic SEO scored better. 1
 Almost 40% of small business owners rate email marketing among
their top advertising method. 2
 For every $1 spent on email marketing, it returns $43.62. 3
 Email is ranked the 2nd best way to generate conversions,
just behind SEO. 4
7
Sources: eConsultance Survey,
Merchant Circle Survey, Direct
Mktg Association, 2011

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
8
1 Forrester Research, Inc.
2 Direct Marketing Association

Why Email?
 Social Media is Increasing Email usage!
 People who use social media check
email more frequently than those who
do not: 42% check their email 4x/day or more
 75% of daily social media users said
email is the best way to communicate
 49% of Twitter users said they made an online purchase
because of an email, compared to 33% of all email users
 38% of people have still not embraced social networking sites
– so the need to focus on email marketing is still as important as
ever
Sources:
Merkle, Feb2011
eConsultancy, July 2010
9Copyright © 2011 Constant Contact, Inc.

Email Marketing Is Not…
10
Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)
SPAM

Email Marketing Is…
 Delivering professional
email communications
 To an interested
audience
 Containing information
they find valuable

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 legislation
 Gaining permission
 Do they know me?
 Do they care?
 Utilizing professional services

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

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

Consumers Define Spam

New Legislation Defines Guidelines
 Bill C-28/FISA*
 Explicit permission
 Enable unsubscribe
 Valid header info
 Recognizable emails / contact names
 Contact info – physical address & phone
numbers
* Fighting Internet & Wireless Spam Act – Bill C-28

Build Your List Where You
Connect
17
Customer & Prospect Database
1
2 3
4
Incoming or
Outgoing Calls
Events
and Meetings
Guest Book or
Business Card Bowl
5
Online
Presence
57% of people will fill out a
card to receive email alerts
when asked.
Source: Transact Media Group
Email
Signature
K Smitheen

The Importance of Permission
 Types of permission:
 Explicit: Opt in from your website or fill out a card, etc
 “Join our mailing list”
 Single vs. Double Opt-in
 Implicit: Requests for information or existing relationship
Note:
Always ask for permission
when collecting information

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

Collecting Information and
Permission
21
 Include your logo
and brand identity
 Describe your email
content and how
often you’ll be
sending
 Ask about your new
subscriber’s interests
to stay relevant
 Ask for additional
contact information
when necessary
C o n s i d e r
a s k i n g f o r
y o u r
a u d i e n c e ’ s
p r e f e r r e d
s o c i a l
n e t w o r k .

Sending a Welcome Email
22
 Include your logo
and brand identity
 Personalize your
message
 Reinforce permission
and ability to change
preferences

Using a Permission Reminder

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

Coming Up With Valuable
Email and Social Content
 Stories
 Facts & statistics
 Testimonials
 Polls or surveys
 Social media comments
or conversations
 Links to blog posts
 Acknowledge your audience
 Volunteer recognition & profiles
 Link to social media accounts
 Event photos & video clips

Keeping 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
 Repurpose content sound bytes
for Social Media
 Drive social content back to
Email Archive or Website
Come with Parker Travel Adventure
Group and meet fellow travel
enthusiasts near you. Join us for our
annual rafting trip August 23 _ 26,
starting at the base of Glen Canyon.
There are still six spaces available for
anyone interested in joining the group.
Complete package start $399 with flights from New
York and Boston.

Frequency
 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

Delivery Time
 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
 Re-stimulate social conversations: repost, retweet
Get the maximum
Impact with
Minimum intrusion.

Getting Emails Delivered & Read
 Email filters and other
delivery challenges
 Creating email from line and
subject lines

Is Your Email Fabulous or Filtered?
30
Filtering & Blocking (Avg 81% delivered –
CTCT 97%**)
ESP
Email Authenticated
**Return Path verified
Rogers Sympatico Yahoo other ISPs
Image blocking Block-listing
Individual filters Friends-listing
Bouncing Reputation
Challenge responses Sender authentication
Blocking
Deliverability issues:
Email
Spam

Matt Long
Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
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
 Be consistent
31
60% of consumers say
the "from" line most often
determines whether they
open an email or delete it.
Source: DoubleClick

Jeffsmall@aol.com
Katejohnsonl@verizon,net
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

Matt Long
Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
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
33
30% of consumers say the
“subject" line most often
determines whether they
open an email or delete it.
Source: DoubleClick
Emails with shorter
subject lines significantly
outperformed emails with
longer subject lines.
- MailerMailer
Email messages that mention
Facebook in the Subject Line
will have a 32% higher open
rate than those that don’t.
-Worldata, 2011

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

35
Tweet and Share your Email
 Tweet a link to
your email
automatically

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

You will know the impact quickly…
 Typically more than 75% of
email results are realized in the
first 48 hours.

Tracking and Reporting
Email Client
Constant Contact Reporting Page

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

Deal with Bounced &
Blocked Email
 Non-existent address
 Check for obvious misspellings
 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
Bounce Management

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

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

Encourage and Reward Email
Forwards and Online Reviews
44
Forwards
 Use your forward report to:
 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

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

Take the Next Step
46
Sign up for a free,
60-day trial of Constant
Contact Email Marketing
No risk, no credit card required.
Get coaching and support,
grow our email lists, access to
over 400+ templates, and
measure and track results
Toll-free: 866-876-8464
Attend Getting Started
with Constant Contact
Email Marketing
Get a demonstration of Email
Marketing in action. See how
easy it is to create an email,
manage contacts, track results,
as well as send your email, and
extend its social reach.
Constantcontact.com/southernontario
Register for: “Constant
Contact Email
Marketing Live Tour”
Learn more about how
professional Email Marketing
Newsletters and
Communications can help you
build relationships and grow
your business.
constantcontact.com/learning-center
Attend a Seminar
Email Marketing
60-Day Trial
Email Marketing
Live Product Tour

Contact Information
Lisa Kember
Regional Development Director | Ontario
lkember@constantcontact.com
facebook.com/CTCTontario
@LisaKember
www.constantcontact.com/southernontario
Upcoming Seminars
Visit: www.constantcontact.com/learning-center
Insight Provided by KnowHow

Lisa Kember - The Power of Email Marketing: A Blueprint for Using Email to Build Your Organization

Recommended

Recommended

More Related Content

What's hot

What's hot (13)

Viewers also liked

Viewers also liked (16)

Similar to Lisa Kember - The Power of Email Marketing: A Blueprint for Using Email to Build Your Organization

Similar to Lisa Kember - The Power of Email Marketing: A Blueprint for Using Email to Build Your Organization (20)

More from CanadaHelps / MyCharityConnects

More from CanadaHelps / MyCharityConnects (20)

Lisa Kember - The Power of Email Marketing: A Blueprint for Using Email to Build Your Organization