The Power of the Inbox! Tips and Tricks for Successful Email Marketing

1. The Power of the InboxTips andTricks for Successful Email Marketing

2. © Constant Contact 2016© Constant Contact 2016 Vanessa Cabrera – National Speaker, Email Marketing Strategist and Online Marketing Mentor www.vanessa-cabrera.com Email: vanessa@vanessa-cabrera.com Welcome Questions after the event? @vanessacabrera © 2017 Constant Contact, Inc

3. What is email marketing? Delivering professional email communications to an interested audience containing information the recipient finds valuable that looks great in any inbox!

4. 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.

5. 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 What can it do for your business?

6. You need to harness the power of the inbox. Are you ready?

7. Agenda 8 1.Why email marketing? 2.Harnessing the power of the inbox a. Growing a healthy list b. Creating great content c. Designing a beautiful, mobile-friendly template that matches your brand d. Getting your email opened e. Tracking your results 3.Putting it all together

9. A: Email More 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

10. Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business GrowthSurvey People read it 88% regularly check email on their smartphones 91% of people check their email daily

11. Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business GrowthSurvey It’s reliable Email gets delivered 90+% of the time (Facebook posts reach just 2% of fans)

12. Why Email? Because it works everywhere.

13. Email marketing has 3x the conversion rate as social media For every $1 spent on email marketing, there is a $44.25 average ROI Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business GrowthSurvey

14. First impressions matter. •Should your first impression be…

15. 16 Should your first impression be this: Or this?…this or this?

16. 17 • 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

17. 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

19. Growing your list is all about how and where you ask. And yes, you have to.

20. 22 Where to Ask: Everywhere you’re online 1 2 3

21. 23 QR codes Fishbowl Sidewalk signs But really, just ask. Where to Ask: Everywhere else! Events Unchecked box

22. SALONBELLA SALONBELLA Tip: UseText-to-Join to collect contacts

23. The #1 reason for an unsubscribe is irrelevant content. 26 Don’t forget - give them a reason to join your list and let them know when to expect it. Guide Checklist VideoTutorial E-book Coupons Freebie

25. Put your readers interests ahead of your own. Focuson beingrelevant Figureout howmuchis “enough” Turnquestions intocontent Imagesare contenttoo

26. Source: MarketingSherpa 29 send it to spam if it’s irrelevant unsubscribe if it’s boring38% 32% Write for your audience, not for you.

27. 30 Write for your audience, not for you.

28. 20 lines of text or less Less is more. Source: http://news.constantcontact.com 31 How much is enough? 3 pictures or less

29. Fewer links, more clicks. steep decline 3+ most clicks 1 eh... okay 2 less to no clicks 5+ Clicks per Link 0 0.01 0.02 0.03 0.04 0.05 0.06 0.07 0.08 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Number of Links ClickRate

30. 33 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? 5 Ways to Protect Your Pipes this Winter YourTop 3 Mileage Deduction Questions 10Ways to Increase Event Attendance …Into ContentTurn Questions…

31. 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

32. Source:Constant Contact Data Reveals DirectCorrelation Between Email Campaign Effectiveness and Number of Images andText Lines Featured, 2015 37 • Make images clickable • Keep key action above the scroll • Limit the choices! Communicate throughContent

34. Look great – and recognizably you – in any inbox! Optimizefor mobile Ensureconsistent branding

35. 40 Facebook • Be consistent • Use images • Use similar language Email Website Be recognizable. Everywhere.

36. 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...

38. Give them 4 reasons to pay attention. Recognized Sender Compelling Subject GoodTiming EasySocial Options

39. 44 Who sent it? How do people know you best? Make your “from name” and “from email” recognizable.

40. Source: Inwise 45 open an email based on the subject line. More than 1/3 of people

41. 46 Is it worth reading? Identify your purpose. Be clear, be clever and...

42. Source: Litmus 47 30-40 characters max 6-10 words max Control “pre-header” text Size matters. Keep it short.

43. 49 Freecredit Save offers Click income traffic nowcash order rates Urgent Act Now! Act Now! Get home dollars Fast! guaranteed FeesPurchase money Refund Win remove Choose your words carefully.

44. Monday Tuesday Wednesday Thursday Friday Restaurants Accountants & Financial Advisors Hotels, Inns, B&Bs Religious Organizations Arts & Crafts When’s the best time to send emails? 51 7:00 am 6:00 am 7:00 am 12:00 pm 5:00 am

46. Knowwhat metrics matter Usedatato make decisions Focusonthe “clickthrough” Don’t guess. Use metrics.

47. 56 OPENS • Gauge interest • Determine best day/time Industry averages: 18-23%

48. 57 CLICK- THROUGHS • Measure success • Identify engaged readers Industry averages: 5-18%

49. 58 DID NOT OPENS • Re-engage audience • Test new methods Industry averages: 72-92%

50. 59 OPT-OUTS • Collect feedback • Adjust mailing strategy Industry average: <1%

51. 60 BOUNCES • Identify “bad” addresses • Maintain clean lists Industry average: 2-14%

52. 61 Making decisions based on LOW metrics Low Opens Low Clicks • Have recognizable from name • Write interesting subject line • Send timely emails • Have a strong call to action • Keep email short • Send targeted emails

53. 62 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’

54. 63 Spotlight on the “click-through”

55. 64 View the “clickers”

56. 65 Target based on interest

58. What an “ideal” email looks like… Include your business name in ‘from name’ text 67 3. Putting it all together Subject line: keep it short (8 words, 35 characters) Make your logo clickable to your website Communicate through images and make them clickable. Keep to 3 or fewer •What an “ideal” email looks like… Write pre-header text to entice readers

59. •What an “ideal” email looks like… Less is more. Focus on relevant content. About 20 lines of text. 68 Include a clear call-to-action above the scroll line Minimize the number of links. One is best, after 3 clicks drop off significantly. Use social media buttons Apply your brand colors

60. 70 • Small business marketing is... Nurturing relationships. Delivering on your promise. Getting measurable results.

61. You have an advantage. Your connection to your customers! Three simple steps to get started: 1. Get your contact list together. 2. Create and hit send! 3. Watch what happens…

62. (Did She REALLY say $10?) YES! (NoWay!) SERIOUSLY.

The Power of the Inbox! Tips and Tricks for Successful Email Marketing

The Power of the Inbox! Tips and Tricks for Successful Email Marketing

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The Power of the Inbox! Tips and Tricks for Successful Email Marketing