Constant Contact
2008 Live! Seminar Series
3 Keys to E-mail Marketing
What is Email Marketing?
Delivering professional email communications
To an interested audience
Containing information the recipient finds valuable
What can it do for Your Business?
Boost Repeat Business
"Our revenue from return customers has increased about 30% since we began sending out our 'New Arrivals' email campaign, and we've found that a number of customers who have never purchased from us before, will buy after we send out an email campaign." Bijoux Mart International
Create & Increase Awareness
"Within a few weeks of using Constant Contact our number of subscribers grew more than 15 percent; it's tripled in less than two years. And we recently won a national award from our professional Episcopal Communicators group." Episcopal Diocese of Atlanta
Drive Revenue & Profit
"We started small, asking the contacts I had in Microsoft® Outlook® if we could add them to the list. Also, everyone in the firm asked their friends and colleagues if they wanted to be added, and many did. Our email newsletter has played a critical role in our revenue growth.” Communiqué Public Relations
Email Service vs. Outlook
Email marketing services Standard Email Programsautomate best Outlook, (e.g. practices Hotmail) Provide easy-to-use templates Limited # of emails sent at one time Reinforce brand identity No formatting control Email addressed to recipient only List break up more susceptible to Manage lists – adding new filters subscribers, handling bouncebacks, removing unsubscribes No cohesive branding Ensure email delivery, tracks No tracking and reporting of email results and obeys the law
Key #1: Build Your List With Permission
Building Your List Build Your List Where You Connect!
Service or Sales Calls Networking Events and Meetings Email Signature In-store Guest Book Website Signup
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
Customer & Prospect Database
Permission – What is It? 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
Be a Trusted Sender
Remind recipients why they are receiving an email from you at the beginning of each message
Include unsubscribe or one-click opt-out line
Immediately handle unsubscribes (CAN-SPAM Act) Monitor your email frequency
Spam – What is It? Spam or Unsolicited Commercial Email
(no relationship / no permission)
List purchase, CD-ROMs Directory crawling Email appending
Don’t do it! While it may seem tempting, it will have a negative impact on your business.
Key #2: Set Your Objectives, then Determine Format & Content
Setting Objectives
Define objectives: “I want to…”
Motivate purchases Enhance customer / brand awareness Interact with my customers Measuring success Increase event attendance Bring visitors back to my website Obtain donations for my nonprofit
Use objectives to determine:
What information to collect Communication type Communication frequency
Determine Appropriate Format
Newsletters Frequency: monthly / quarterly Lots of educational content (typically non-promotional)
Promotions Frequency: bi-weekly / monthly Focus on promotion / limited content 2, 4, 6 product promotions, coupons
Announcements Frequency: event-driven Promotional or educational with targeted message Invitations, new products, special events
Frequency & Delivery How often to send
Create a master schedule Include frequency in online sign-up “Monthly Newsletter” Coordinate timing for maximum impact Newsletters (monthly / quarterly) Announcements / Event Invitations (as needed)
When to send
When is your audience most likely to read it?
• Day of week (Tuesday & Wednesday) • Time of day (10am to 3pm)
Test, test, test
Maximum impact with minimum intrusion
Compelling Content
The Email “Body”
Provide relevant valuable information Be clear and concise Use appropriate graphics Use white space effectively Include “Call to Action” links Create sense of urgency Capitalize and punctuate carefully Proofread
Compelling Content -Relevant & Valuable Information
Focus on the content
It’s not about you It’s about what you know
Trade useful information for attention
Will they talk about it when out with friends? Will they look forward to your next communication?
Narrow your focus
Be an expert
“The fact that [some people] want to help, for no other reason than because they like to help, turns out to be an awfully effective way of getting someone’s attention.”
Malcolm Gladwell - The Tipping Point
Key #3: Segment Your List
Gathering Your Contact’s Interests
Add your own logo and message to subscribers. Use data collected to send your customers only what they want Learn about your customers’ interests Collect names to personalize emails Determine your own interest categories and other data required.
BONUS!! Key #4: Track Your Results
Evaluate Your Results
Email Marketing Services make it easy to track: Open Rates Click-Through’s Bounces Unsubscribes/Opt-outs Forwards
Additional Resources
60-Day Free-Trial Account No Credit card – really free! Use with up to 100 unique email addresses during trial http://illinois.constantcontact.com Seminar schedule on local events calendar Join my Mailing list & forms to contact me Learning Center Live and recorded webinars Daily live product tours All the resources you need to successfully create and send a great email campaigns Email Marketing Hints & Tips E-Newsletter Our monthly email newsletter featuring email marketing insights ConnectUp! User Community Read and post to the discussion boards on issues that matter to you. Business Partners & Professional Services Have some or all of your email campaigns done by our Professional Services Dept. or independent Business Partners
Thank You!
Steve Robinson
Regional Development Director – IL (866) 244-3183 srobinson@constantcontact.com For a 60 day Free Trial account call: Sheri Francis @ (800) 240-2497