Constant Contact - Power of Relationships

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Constant Contact - Power of Relationships Powered By Docstoc
					               Email Marketing
                Best Practices

                    Free 60-day trial at:

Alec Stern
VP, Strategic Market Development, Constant Contact
              Topics Of Discussion
• Why Email Marketing?

• Creating a Winning Strategy

• A Non-Profit Use Of Constant Contact

• Constant Contact Customer Examples

• Constant Contact Overview

• Constant Contact Benefits

                    A Template For Success!
Why Email Marketing?
                          Why Email Marketing?
Everyone is doing it!
                                               E-MAIL ME THAT
• 75% of businesses have email lists
• 13% of total marketing budget is             When asked e-mail usage in daily

spent on email                                 Business activities, 85% said they
                                               use e-mail to communicate with

When asked what consumers would                customers, 80% said they

like email to replace:                         communicate with partners and

• 54% replace telemarketing                    business associates via e-mail,

• 45% replace in-person sales calls            and 67% e-mail potential buyers

• 40% direct mail
                                               Source: Interland

Source: Association for
Interactive Marketing, DoubleClick Study

            The Answer is Email!
In the past, relationship marketing was primarily done
through direct marketing initiatives. These proved to be too
expensive for small businesses to use effectively...

Email marketing drastically changed the economics making
relationship marketing viable for businesses of all sizes and
              types – saving time and money!

Why Use An Email Marketing Service?
Constant Contact…
 • Email marketing services automate best practices
    – Manage lists – adding new subscribers, handling
      bounce-backs, removing unsubscribes

    – Provide easy-to-use templates.

    – Send readable formats – HTML and/or Text

    – Handle unsubscribe links required by law

    – Ensure email delivery, tracks results and obeys the law

             Why Outlook Fails
• Standard Email Programs (e.g. Outlook, Hotmail)
  not designed for group email messaging
  – Limited # of emails sent at one time

  – List break up more susceptible to filters

  – Message can be filtered, blocked or undelivered without

  – No tracking and reporting of email results

  – If messages perceived as spam, entire corporate email
    server can be blocked by ISPs
          What They Don’t Know CAN Hurt Them
Creating A Winning Strategy
Collect email addresses everywhere…
                                               At networking events
                                                   and meetings

 On service or
                                                     At trade shows
  sales calls
                         Customer &

   Guest book
                                              Website signup

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
    – Invitations, special events

Frequency & Delivery
 • Objective: maximum impact / minimum intrusion
 • How often to send
    –   Create a schedule
    –   Include frequency in online sign-up “Monthly Newsletter”
    –   Coordinate 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

Average Delivery Statistics

       Day               Time             Open %

       Tuesday or        11:00 AM -       50 - 62%
       Wednesday         12:30 PM

       Thursday          3:30 PM          34 - 44%

       Friday            9:30 AM          18%

             Your results may differ significantly!

Getting Email Opened
 The “From” line                                60% of consumers say the
 • Use a name the recipient will recognize        "from" line most often
     – Include your company name or brand        determines whether they
     – The clearer the better                    open an email or delete it.

 • The shorter the better
                                                      Source: DoubleClick
 • Be consistent

 The “Subject” Line
 • Keep it short and simple
     – You have 3 seconds or less
     – 30-40 characters including spaces (5-8 words)
 •   Incorporate a specific benefit
 •   Include your brand
 •   Capitalize and punctuate carefully
 •   Test!
Legal Compliance                   SPAM

Permission – what is it and why you need it?

Two types of permission:                                          Guest Book
• Explicit: Opt-in from your website, a sign-
  up form or guest book
   – “Join our mailing list”
   – I would like to receive info from time-to-time

• Implicit: Requests for information /
  registration forms, existing customer

  Note: Always make sure to ask for permission
  when collecting information from registration forms
  or tradeshows, etc.

Evaluating Your Results

• Why does email bounce?
   – Email addresses are no
     longer valid
   – Servers are down
   – Mailboxes are full
   – Email is blocked

• Clean invalid addresses
  out of your list

Evaluating Your Results

• Track Click-Through Rates
   –   Opens (time, frequency)
   –   Links
   –   Purchases
   –   Forward to a Friend
• Create Interest Categories
   –   Frequent Buyers
   –   Product Lines
   –   Bargain Shoppers
   –   Itch Cycles

Evaluating Your Results

• What influences
  the open rate?
  – From / Subject line
  – Delivery day / time
  – List overuse, age or
• Watch your trends
  over time

Evaluating Your Results
•   What influences the open rate?
    – From / Subject line
    – Delivery day / time
    – List overuse, age or quality
•   Why did people click through?
    – Call-to-action or offer
    – Copy
•   What were they interested in?

A Non-Profit’s Use Of
  Email Marketing?
A Non-Profit’s Use Of Email Marketing
Who and What…
  • Constituents To Communicate To With Targeted
    –   Members, Non-members
    –   Donors, Supporters
    –   Board of Directors, Board of Advisors
    –   Volunteers

  • Types Of Communications:
    – Newsletters, Updates, Promotions
    – Event and Fundraising Campaigns
    – Holiday and Special Occasion Communications
A Non-Profit’s Use Of Email Marketing
Intrinsic Benefits…
  • Email Communications Will Drive:
    –   Website Traffic, Call-ins
    –   Click to Purchase, Donate, Sponsor
    –   Forwarded Messages and List Building
    –   “Top Of Mind” Action Reinforced

  • A “Learned” Experience:
    – See Who Opens and Clicks-Through For Follow-up
    – Send Targeted Messages Based on Opens/Clicks and
    – See Who Didn’t Get The Communication and Why
 Darim Online
Constant Contact
Temple Mount Sinai
  Email Sample

Temple Mount Sinai

Kol HaNeshamah Weekly Email

Temple Israel Center
   Email Sample

Constant Contact Overview
About Constant Contact…

 With over 60,000 customers, Constant Contact® is the
 leading email marketing service for small businesses,
 associations, and nonprofits.

 Constant Contact is a web-based email marketing solution
 that enables small organizations to easily create and send
 professional email newsletters, promotions,
 announcements and more with no technical expertise

 Designed and priced for SMBs, Constant Contact is
 affordable, easy-to-use and includes a free 60-day trial.

Constant Contact is the Market Leader

•   Over 60,000 customers
•   Fast growing, profitable company
•   Outstanding customer satisfaction
•   Award-winning product
•   450+ million emails sent each month
•   High deliverability rate of 98%+

About Constant Contact
Do-It-Yourself Email Marketing
• Designed and priced for small and mid-sized
  businesses and organizations
   – Easy to use
   – Effective
   – Affordable
• Web-based, software as a service
• Major features:
   – List management and image hosting
   – 130+ customizable templates
   – Real-time reporting
• Industry leader
   – SMB email marketing leader
   – Pulling away from the competition

Fanatically Focused on the
Customer Experience
                                                                        Overall Customer Satisfaction
• Usability
• Campaign consultants                                90

• Customer support and                                80

                               Overall Satisfaction
                                                      70                                                      Above Average
  consulting                                          60

• On-demand tutorials                                 50
• In-product coaching tips                            30
• Product updates and alerts                          10

• Customer feedback                                    0
                                                            September   December     March 2005   June 2005
   – Surveys                                                  2004        2004

   – In person meetings
   – Customer calls

    We Teach SMB’s How To Be Good Email Marketers
Constant Contact is Easy and Affordable
for Small Businesses

                                                We couldn’t be happier with your product
                                                   and are thankful to have such an
  • List management                              affordable tool for staying in constant
                                                     contact with our visitors.

  •   Image hosting                                         Marti Mayne, PR Manager
                                                           Mt. Washington Valley CoC

  •   Real-time reporting
  •   Permission management                            Constant Contact is by far the
                                                            most cost-effective,
                                                       accountable, reliable, quick

  •   Over 130 professional templates                   and convenient method for
                                                        disseminating information to
                                                             our recipients.

  • Free Support                                                         Mike Nelson,
                                                                   Rancho Cucamonga
                                                                 Redevelopment Agency

                                 We have found Constant Contact to be our best
                                     method of consistent communication.
                                           P.A. d'Arbeloff, Executive Director
                                                        Boston Public Library

Constant Contact
Customer Benefits
 Constant Contact
 Customer Benefits
• Free 60-day trial up to 100 email addresses

• Customer pricing starts as low as $15 a month
    Pre-payment discounts available for all customers
    Special pre-payment discount for non-profit customers
• Constant Contact move-in service for customers
    Communications Consultant calls customers to help them get started
• Constant Contact customer support and training
    Phone and email support for
   trial, free and paying customers
   Constant Contact daily live
   webinars for getting started

And Much Much More…
Continuous Tips & How To’s
Teach Customers How To Be A Good Email Marketer

           CC Resource Center

                                          Hints & Tips Newsletter

Extensive Support
Customer Support Tools

           Various Support Options

                                          Self-Help Support Tool

Non-stop Coaching
On-Demand Tutorials & Webinars
   On Demand Tutorials

                            On Demand and Live Webinars

                         Daily “Getting Started” Live Webinar

       THANK YOU!
                  Alec Stern
      VP, Strategic Market Development

               p: 781-472-8142

           Free 60-day trial at: