Poem full 2 hours

Copyright © 2012 Constant Contact, Inc.

Leveraging Social Media

Your Constant Contact Coach & Connector!

Copyright © 2012 Constant Contact, Inc. 2

Paige CahillRegional Development Director | KS | MO | NE | AR

[email protected]

facebook.com/SocialPaige

@SocialPaige

http://www.linkedin.com/in/PaigeCahill

www.constantcontact.com/KansasCity

Upcoming Seminars

Visit: www.constantcontact.com/learning-center

Insight Provided by KnowHow

Email Marketing Helps You…Connect, Inform, and Grow

This presentation has three parts…


1

2

Connecting to build customer relationships

Informing people who will buy in to your messageand share it with others

3 Growing your businesswith engagement marketing

1 CONNECTSection

Email Marketing Basics


Connecting with your customers

Engaging or helping your customers with ongoing communications

Using email and social media as components of an ENGAGEMENT marketing

4

Why Engage?


Q. Where will the majority of next month’s business come from?

A. Existing customers

Build Stronger Relationships

Why Engage?


Q. What is your best source for new business?

A. Existing customers

Engagement Marketing is using technology to make “it” happen

Email Marketing + Social Media Marketing=

Engagement Marketing.

3 Steps to Building Relationships


Why? People want to get to…Know, Like, & Trust You.

Email Marketing & Social Media Marketing Help You

Form deeper relationships =More Referrals =More Revenues!


Why Email Marketing?

Marketing Today = Building Relationships

Social & Email Marketing is Word of Mouth on Steriods!

$

Time… Money… Energy… Effort

Takes 7 touches, on average, for a sale to occur

Some buy right away

Others research and try

Some show interest but don’t trust you

Acquiring Customers


1 2 3 4 5 6 7

Keep Customers Coming Back

The value of a customer

You’ve already paid for them

It’s 6-7 times more expensive to gain a customer than to retain a customer 1

They spend more

Repeat customers spend 67 percent more 2

They are your referral engine

After 10 purchases, a customer has already referred up to 7 people 2

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Sources:

1. Flowtown, 2010

2. Bain and Company


Why Email?

Because almost everyone your business needs 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

147 million people across the country use email, most use it every day

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Sources: Pew Internet and American Life Project 2010


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

No long turn around times, paper cost, postage cost, delayed delivery times

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1 Forrester Research, Inc.

2 Direct Marketing Association



What is Email Marketing?

Email is

Email is…

Permission Based Marketing

SPAM

What is…

SPAM is in the “Eyes of the Receiver”

• If They Don’t Know You or Remember You

• If They Don’t Want to Receive Your Emails

• If You Break Your Promise or Over Communicate

SPAM

Don’t Show Up Uninvited

Email Marketing Is…

Delivering professional email communications

To an interested audience

Containing information they find valuable

Educate

Empower

Engage

17Copyright © 2012 Constant Contact, Inc.

Make Email Marketing Easier

Yahoo, Outlook, Gmail versus Email Marketing Service Provider


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

Look More Professional

Reinforce brand identity

Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribers

Improve email delivery

Provide Reporting to track results

Obey SPAM laws


Email Service Provider

Easy-to-Use professional templates

Branding

Personalize Your Email

Greeting

Grow Social

Links

& Grow Referrals

Reporting

Email Service Providers Help You

Schedule it & Forget About it!

Create & Schedule Your Email to Be Delivered

Email Solution Providers Help Schedule Your Email & Save Time…

Care Don’t Share

Email Solutions Providers Help You

Get Personal!

Email Solution Providers Help You Personalize

Help Get Your Emails Opened!

Use a Permission Reminder


1 CONNECTSection

Building a Quality Email List


The benefits of permission-based marketing

Building a valuable contact list

Keeping your list current

Collect Where You Connect

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Customer & Prospect Database

1

2 3

4

Incoming or Outgoing Calls

Eventsand Meetings

Place of BusinessGuest Book

Guests

5

Online Presence

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


Email Signature

K Smitheen

Collect Where You Connect!

Website Signup

Join My Mailing Link

Sign up for Monthly •Specials, •Tips, •Recipes, •Events, •Handyman tips•Interior decorating•Lawn care tips•Money saving ideas•Craft Ideas•Time Savers•Health Tips

2 INFORMSection

Creating Valuable Email Content


Determining what is valuableto your audience

Choosing an effectiveemail format

Deciding what day andtime to send

1-Have a GOAL? “I want to…”

Promote Motivate purchases

Increase event attendance

Inform Inform potential customers

Differentiate my business

Help them make the right buying decision

Relate Increase loyalty

Encourage more referrals

Thank Your Customers


2-Create a Calendar

Create a Marketing Calendar Buy 12 Month Calendar Highlighter-2 colors

Highlight Holidays Highlight Your Slow or Challenging

Times

Add to the calendar marketing activities you always do like 4th of July Sale, Christmas open house, New Year New You Event.

Use Post-It Notes

Write your marketing ideas on the post-it notes. If you need to move that marketing activity you can.

3-Craft Up Content

Share your expertise

10 FAQ’s or 10 SAQ’s

Give guidance & directions

Offer discounts & coupons

Exclusivity & VIP status

Hold contests & giveaways*

Reward and Thank Your customers

Before and After stories

Publish Hints and Tips

Have customers provide testimonials

5-Listen, Learn and Earn

Help, Empower, Engage, Educate, Ask, Inspire, Prevent….

■Look to other places for inspiration.

■Your competitors

■Trade resources

■EzineArticles.com

■Social Media Resources-Trend Jacking

■Google Alerts

■Technorati.com

6-Less is Best!

•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

Sign Up for Monthly Pet Tips

7-Branding Emails Consistently

Use different formats and similar designs…

Include your logo

Use consistent colors

Use meaningful graphics

Avoid drastic changes


8-Have THREE Calls to Action

Calls to Action include… Click to Print Your Free Guide

Call for a FREE Consultation

Print this Coupon & Save Today

Reserve Your Spot Today

Type in this Code to Receive

Come to the Store & Save

Bring a Friend

Share with us your story

Join us online for more tips

Describe the immediate benefits…What’s in it for your audience?


2 x 2 x 2 Principle

Battle of the Inbox:How to Get Your Emails Opened

9-Know the 2x2x2 Principle

• 2 Seconds to Decide to Open or Delete an Email

• Look at 2 Things-the FROM and Subject Line

• Look at the First 2 Words of the Subject Line

2 x 2 x 2 Principle

Matt Long

[email protected]

Joe Hahn

Nancy Feldman

10-Focus On From Line

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

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60% of consumers say the "from" line most often determines whether they open an email or delete it. Source: DoubleClick


Personal and Professional

[email protected]

Katejohnsonl@verizon,net

Get Your Email Open-Focus on the From Do They Know You?

The “From” line – use a familiar email address


Some email programs display From name + email

Some email programs display only From email

Matt Long

[email protected]

Joe Hahn

Nancy Feldman

11-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 techniquesinherent in spam emails

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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

Subject Lines-Bad & Better

Insurance Update■ #1 Cause for Fires in Your Home

We Need Donations & Help■ Fed 500 families in October –Thank You

Weekly Arrival■ #1 Customer Pick: Caviar in a Tube- Limited

Supply

11-Avoiding “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

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SPAM

Example: Typical spam “From” and “Subject” lines


3 GROWSection

Increasing Email Click-Through and Response Rates


Tracking and improvingemail delivery

Increasing opens, clicks,and forwards

Reducing unsubscribe requests


45

Email Tracking CodeESP Interaction

+

12-Measure and Evaluate

Ski Resorts

Cruise

VIP Special for Holiday

Bounces Overloading Your Inbox?


Email Client

Constant Contact 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

13-Use Links to Learn & Earn

• Learn from your audience…Listen, Learn & Earn• See what they are clicking on• Save the List and start creating more results with targeted lists Click Through Rates

Links

http://www.Cruises http://www.skiResorts.com

2000

650

http://www.cruises/

http://www.skiresorts.com/

14-Analyze “Open” Rates

Use open tracking to spot trendsOpen rates trending down-Red Flag

Test & Tweak

Test Different Time, Day, Subject Line

Do A B Testing

Open Rate is Trending Up Key in on good open rates Time, Day, Subject Line,


Reporting Page

15-Take the Next Step

50

FREE 60-day trial for Email, Survey, Social Campaigns, or Event MarketingNo risk, no credit card required. Get coaching and support, grow our email lists, access to over 400+ templates, and measure and track results

Free 60-Day Trial Toll Free: 866-876-8464

Need FREE Help866-876-8464

Attend More Seminars

Like a Getting Started Seminar

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.

View our Tutorials, Guides and Webinars”

Learn more about how professional Email Marketing Newsletters and Communications can help you build relationships and grow your business.

Attend a SeminarFREE 60-Day Trial

FREE Tutorials,Webinars, & Guides

FREE!

FREE!FREE!


ContantContact.com/KansasCityconstantcontact.com/

learning-center

Need Help Call 1-866-289-2101


Paige CahillRegional Development Director | KS | MO | NE | AR

[email protected]

facebook.com/SocialPaige

@SocialPaige

http://www.linkedin.com/in/PaigeCahill

www.constantcontact.com/KansasCity

Upcoming Seminars

Visit: www.constantcontact.com/learning-center

Insight Provided by KnowHow

Grow Your Social with Email

Let Your Customers Help You Go Social with Email Marketing.

Make Connections

Create an Email Campaign

•GROW Your Social Networks

•Learn Where Customers Are hanging out

Where Are My Customers?

Click Through RatesLinks

Join me on FacebookJoin me on LinkedInJoin me on TwitterEmail Marketing SeminarsKansas City Seminars

Email Reports Find Them!

Promote Your Social Channels

Grow Your Social

Share Bar

Let Your Customers Grow Your Social

Share Bar

Email Goes Social

Repurpose Your Content

CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. Share Your Email On Your Social Channels

Sharing On Social-Twitter

Example of a Newsletter Tweet from Constant Contact

Link to Your E-Newsletter

Extend Your Reach


Social Stats shows “Shares” and “Likes” for Shared Email Campaigns


Examples and Case Studies

Text Up Pictures

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http://mkt.dillards.com/Dillards/10000/redirect.asp?sid=35937&vid=0&lid=1941010&o=1&rt=0&mk=3965381&[email protected]

Don’t Put Your Cash in the Trash

Balance Text & Graphics

Preview Pane

Text and Graphics

Suggestions

•Company•Address•Hours•Phone•Website•Social links

•Forward to a friend•Sign Up for Upcoming Events and Specials

Remind & Brand

Inform & Educate

Engage & Educate

Reward, Thank, & Ask

Promote

Customer Spotlight: Atlas Travel

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List Size: 1,558

Open Rate: 26%

Location: Milford, MA

Customer Since: June 2002

Website: www.atlastravel.com

■ Different departments use custom templates to maintain brand

■ Sign up box on website and in emails

■ Segments contacts to market content to specific audience

“With Constant Contact, I can turn over the process of "list management" and email broadcast campaigns to non-technical staff which frees me up to focus on my tasks at hand.”

Rock Blanco,Chief Technology Officer


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Customer Spotlight: Bethany First Church of the Nazarene

List Size: 1354

Open Rate: 51%

Location: Bethany, OK

Customer Since: February 2007

Website: www.bethanynaz.org ■ Informs readers about upcoming

services and events

■ Links to more information and registration for events

■ Use email to drive traffic to website

“As a church, our goal is not selling anything or raising revenue, but Constant Contact helps us keep our community of faith informed of up-coming events and news that they wouldn’t know any other way.”

Bob Miller,Communications


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List Size: 2136

Open Rate: 30.1%

Location: Suwanee, GA

Customer Since: May 2005

Website: www.XtremeTransformationsPT.com

Announce training dates and special offers.

Track sources from sign-ups and review reports to determine what advertisements to repeat

Use results from 3 minute customer satisfaction surveys for quality control to determine bonuses and raises for trainers

Website statistics spike from 20 to 75 visitors when email campaigns are sent

In 3 years, grown from in-home personal training with 2 trainers to 2 studios, franchise locations, 7 trainers and 2 companies, XtremeTransformations & Xtreme Bootcamp

Customer Spotlight: Xtreme Transformations

“Constant Contact Email Marketing and Survey products are the best bang for the buck…by far.”

Pete Peidra, CPT, AFTA, Certified Personal Trainer


Customer Spotlight: The Parks Image Group, Inc.

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List Size: 1016

Open Rate: 42.3%

Location: Atlanta, GA

Customer Since: April 2006

Website: www.TheParksImageGroup.com

Update of current activities.

Tips on current fashion trends.

Etiquette tips & Book suggestions

Tips and articles for Men

Articles on topics related to the current season and related products of interest.


Customer Spotlight: Bella Web Design, Inc.

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List Size: 207

Open Rate: 50.1%

Location: Marietta, GA

Customer and Business Partner Since: 10/06

Website: www.bellawebdesign.com

Send quarterly emails to announce new clients and services

Uses website sign-up box to increase list size

Includes links to current projects and business tips

“Constant Contact has been crucial in communicating with more than 200 clients. We used to use Outlook but could only send 25 at a time and the graphics were unprofessional. Constant Contact raised our customer awareness of our services and has given us a very professional look which comes through with each email we send. It keeps us at the top of our customer’s thoughts when they need online marketing assistance.”

Desiree C. Scales, CEO


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List Size: 2952

Open Rate: 23.8%

Location: Decatur, GA

Customer Since: Sept 2005

Website: www.dekalbchamber.org

Keeps members & subscribers informed about events with a weekly newsletter

Utilize campaign scheduling to send reminders for seminars and events

Increase their non-dues revenue through paid member advertising opportunities with e-blast sponsorship campaigns and ad space in the weekly newsletter

Offer 3-part series Constant Contact seminars regularly

“Constant Contact is an invaluable marketing resource for our members. Given the slowing economy, this is a key time for them to invest in tools that will allow them to nurture their current customer relationships. Having Pam available to give seminars and answer questions is an important asset to our community and we’re excited to be working with her.”

Janniece Leonard, Marketing & Communications ManagerDeKalb Chamber of Commerce

Chamber of Commerce Partner Spotlight:DeKalb Chamber of Commerce


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Case Study: Jack-Tar American Tavern

List Size: 950

Open Rate: 43%

Location: Marblehead, MA

Customer Since: 2005

Website: www.jacktarmarblehead.com

A classic New England tavern that specializes in creatively-prepared American fareRelies on email to communicate with customers in a timely, consistent, and personal basis

Sends weekly email announcements and/or promotions

Started a loyalty program and has grown “Admiral Club” membership to 1,000


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What Creative Promotions Do They Use?

“Beat the Clock” emails Order at 5:15 pm, pay $5.15 Order at 6:25 pm, pay $6.25

“We’ve missed you” emails to Admiral Club members with coupons for 25% off certain menu items

Announcements about special events and unique dining opportunities


Education

Poem full 2 hours