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The Power of Email and Social Media Marketing
Connect. Inform. Grow.
Presented by Corissa St. Laurent (@corissactct)
#ftw2010
Copyright © 2010 Constant Contact, Inc.
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Copyright © 2010 Constant Contact, Inc. 2
Thank You for Attending
Online Marketing Best Practices
Connect | Inform | Grow
■ Connecting with people who care about you
■ Informing with messages of value and interest
■ Growing with targeted marketing outreach and action
Copyright © 2010 Constant Contact, Inc. 3
Start with your passionate customers
and interesting content
Social Sharing
Targeted Sharing
■Email Marketing
■ Trusting relationships
■ Early relationships
■ Encourage broader relationships through SMM
■Social Media Marketing
■ New relationships
■ New prospects
■ Encourage deeper relationships through EM
Email Marketing and Social Media Marketing
Copyright © 2010 Constant Contact, Inc.
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Copyright © 2010 Constant Contact, Inc. 5
Marketing Today = Building Relationships
Connecting where they are!
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
Copyright © 2010 Constant Contact, Inc..
6
Sources: 1 Pew Internet & American
Life Project, 20092 Email Marketing Reports,
2009
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
Copyright © 2010 Constant Contact, Inc. 7
1 Forrester Research, Inc.
2 Direct Marketing Association
Copyright © 2010 Constant Contact, Inc..
8
Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)
Email Marketing is Not…
Email Marketing is…
■ Delivering professionalemail communications
■ To an interestedaudience who have asked to receive your emails
■ Containing information
they find valuable
Copyright © 2010 Constant Contact, Inc..
9
Build Trust with Email Marketing
Copyright © 2010 Constant Contact, Inc. 10
■ Gaining Permission
■ Do they know me?
■ Do they care?
■ 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
■ Utilizing Professional Services
Regular Email vs. Email Service Provider
Copyright © 2010 Constant Contact, Inc. 11
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
unsubscribes
■ Improve email delivery,
track results and obey the
law
■ No threshold for how many
you
Copyright © 2010 Constant Contact, Inc. 12
STEP 1: Build Your List with Permission
Build Your List Where You Connect
Customer & Prospect Database
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
1
2 34
Incoming or Outgoing Calls
Eventsand Meetings
Email Signature
Place of BusinessGuest Book
5
Online Presence
Copyright © 2010 Constant Contact, Inc.
STEP 2: Create Content That’s Opened & Read
Copyright © 2010 Constant Contact, Inc..
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Copyright © 2010 Constant Contact, Inc. 15
Informative Email
Advice, research, facts, opinions,
tips
QualityKnowledge
Savings
Relational Email
Special privileges, acknowledgement
Promotional Email
Discounts, coupons, offers,
incentives.
Content Has to Have Value to Your Audience
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
Copyright © 2010 Constant Contact, Inc..
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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 © 2010 Constant Contact, Inc. 17
Create immediate demand and desire for your emails
Frequency & Delivery Time
How often to send
■ Create a master schedule
■ Include frequency in online sign-up, e.g. “Monthly Newsletter”
■ Keep content 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 © 2010 Constant Contact, Inc. 18
Is Your Email Fantastic or Filtered?
Deliverability Issues:
■ Image Blocking
■ Individual Filters
■ Challenge Responses
■ Bouncing
■ Blocking
■ Block-listing
■ Friends-listing
■ Reputation
■ Sender Authentication ** Return Path verified
Copyright © 2010 Constant Contact, Inc. 19
aol msn yahoo other ISPs
Filtering & Blocking (Avg 81% delivered – CTCT
97%**)
ESP
Email Authenticated
**Return Path verified
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
Copyright © 2010 Constant Contact, Inc. 20
60% of consumers say
the "from" line most often determines whether they open an email or delete it.
Source: DoubleClick
Match “From” Line and “From” Email Address
The “From” line – use a familiar email address
Copyright © 2010 Constant Contact, Inc. 21
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
■ Write it last
Copyright © 2010 Constant Contact, Inc..
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Emails with shorter subject lines significantly outperformed emails with longer subject lines.
- MailerMailer (2008)
30% of consumers say the
“subject" line most often
determines whether they
open an email or delete it.
Source: DoubleClick
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 © 2010 Constant Contact, Inc. 23
Copyright © 2010 Constant Contact, Inc. 24
Email Tracking CodeESP Interaction
+
STEP 3: Review Your Campaigns & Take Action
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
Copyright © 2010 Constant Contact, Inc. 25
Microblogging site with 140 character space – share tips and links, monitor tweets for customer service
Online profile site – share company personality,
photos, staff, post news and events
Online networking – share, solicit referrals and
recommendations, and connect to interest groups
Publishing space – build credibility as an expert
and increase search engine results
Video sharing site – gain recognition, offer how-tos,
and increase search engine results
Copyright © 2010 Constant Contact, Inc. 26
STEP 4: Integrate Social Media with Email
How Do You Use Social Media?
Listen and interact with your audience
Get to know your customers/clients/members
Share resources, connections, information and advice
Monitor Regularly
Answer Effectively
Post Regularly
Copyright © 2010 Constant Contact, Inc. 27
Create & Send Content that Connects
■ Listen to conversations and react – address customer service issues, pull topics to use in email or blog content
■ Write once, post twice – push email content to social sites; write a blog and use content in email newsletter; chop a blog topic into individual tweets
■ Update your status – send updates that generate interest in email and other marketing campaigns – include signup option
■ Join the conversation – become a trusted source by answering questions and providing thoughtful comments in groups and blogs
■ Be authentic – talk like a human, not like a marketer ;)
■ Don’t sell or overly promote – keep the tone conversational, friendly and fun without the sales pitches
Copyright © 2010 Constant Contact, Inc. 28
Integrate Email & Social Channels
Make email list opt-in available
on all social media
platforms
Copyright © 2010 Constant Contact, Inc.
Allow readers to share email content with their social media networks
Make social media opt-in available in all emails
Make email list opt-in available on all social media sites
Use Tools to Manage Your Social Activity
Popular time management and monitoring tools include:
■ Google Alerts
■ HootSuite
■ TweetDeck
■ NutshellMail
Copyright © 2010 Constant Contact, Inc.
NutshellMail – Monitor & Manage Social Activity
Copyright © 2010 Constant Contact,
Inc.
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Copyright © 2010 Constant Contact Inc. 32
Social Media Updates Sent to Your Inbox
Interact with Your Networks & Responders
Copyright © 2010 Constant Contact, Inc.
Check out groups & events
Welcome new friends
Share timely & interesting news
What’s next?
Just getting started?
■ Sign up for a free trial
■ Start building your list
■ Create and send your first email
■ Create a Facebook business page and LinkedIn profile
Ready to learn more?
■ Visit our Learning Center for webinars, tutorials, podcasts and more
■ Visit the Social Media section of our website
■ ReadThe Constant Contact Guide to Email Marketing
■ Sign up for NutshellMail
Copyright © 2010 Constant Contact, Inc. 34
www.ConstantContact.com
Copyright © 2010 Constant Contact Inc.
Thank You!
@CorissaCTCT
Constant Contact New England
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