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Successful Email Marketing Connect. Inform. Grow.

Successful Email Marketing (CV301) Professor: Eric Groves, Constant Contact 2

Email Marketing Is…

Email Marketing Is Not…

Delivering professional email communications…

Junk email

…to an interested audience…

Unsolicited and unwanted email

…containing information they find valuable.

Email from an unknown sender Dubious opt-out (if any)

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Why Email?

Why Email?

Because almost everyone your business needs to reach reads it:

It’s Cost-effective: Direct Mail vs. Email   For the same response,

direct mail costs 20 TIMES as much as email1

  91%

of Internet users between the ages of 18 and 64 send or read email

  Email ROI is the highest when

compared to other internet marketing mediums2

  An even higher number of users ages 65 or

older do the same   147 million people across the country use

email, most use it every day.

1 Forrester Research, Inc. 2 Direct Marketing Association

Source: eMarketer

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Using an Email Service Provider

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Getting Started

Standard Email Programs Email Service Providers automate best practices

1.  Making Connections

Limited # of emails sent at one    Provide easy-to-use templates          

time Reinforce brand identity No formatting control Email addressed to recipient only List break up more susceptible to filters lists – adding new Manage

2.  Informing Your Audience 3.  Growing Your Business

  subscribers, No cohesive handling brandingbounce-

backs, removing unsubscribes

  No tracking and reporting of email results email delivery, tracks   Improves

results and obeys the law

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Making the Connection Section 1: Connect Building a Quality Email List

Build Your List Where You Connect! Service or Sales Calls

Events and Meetings

Email Signature

In-store Guest Book

Website Signup

  The benefits of permission-based marketing   Building a valuable contact list   Keeping your list current

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Collecting Information and Permission

Customer & Prospect Database

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List Building and Permission Checklist

  Include your logo and brand

Ask yourself as you build your list…

identity.   Describe your email content and

Are you collecting contact information at every customer touch point?

how often you’ll be sending

Are you asking for permission as well as contact information?

  Ask about your customers’

interests to stay relevant

Are you clearly describing your email frequency and content?

  Ask for additional contact

information when necessary

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The Basics of Valuable Email Content

Section 2: Inform Creating Valuable Email Content

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Content Has to Meet Your Objectives

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Determine Appropriate Format Newsletters   Frequency: Regular i.e. monthly / weekly

“I want to…”

  Lots of educational content (typically non-promotional)

  Promote

  Use bullets, summarize information, be concise

•  Motivate purchases Promotions / Invitations / Surveys

•  Increase event attendance

  Frequency: Depends on your business and sales cycle

  Inform

  Focus on promotion / limited content

•  Inform potential customers

  Use content to invite click-through or other action

•  Differentiate my business Announcements

  Relate

  Frequency: Event-driven

•  Increase loyalty

  Press releases, holiday greetings, thank you cards…

•  Encourage more referrals

  Use content to build deeper relationships 15

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Coming Up With Valuable Email Content

Keeping Email Content Concise Host large bodies of content…

  Share your expertise

  On your website

  Use facts & testimonials

  In a PDF document

  Give guidance & directions

  In a longer archived version

  Offer discounts & coupons

Email only essential information

  Exclusivity & VIP status   Hold contests & giveaways*

  Use bullets or summaries

  Acknowledge your audience

  Link directly to the information   Give instructions if necessary

* Check applicable regulations before deciding to hold a contest or giveaway

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Calling Your Audience to Action

Frequency & Delivery Time

Calls to Action Include…

How often to send

  Links to click on

  Create a master schedule

  Information to print out

  Include frequency in online sign-up “Monthly Newsletter”

  Phone numbers to call

  Keep content concise and relevant to planned frequency

  Instructions for reading the email

When to send

  Instructions for saving the email

  When is your audience most likely to read it? •  Day of week (Tuesday & Wednesday)

Describe the Immediate Benefits…

•  Time of day (10am to 3pm)

  What’s in it for your audience?

  Test for timing

  Why should they do it now?

•  Divide your list into equal parts •  Send at different times and compare results

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Maximum impact with minimum intrusion

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Email Content Checklist Section 2: Inform Getting Email Delivered and Read

Ask yourself as you create content… Are you trying to promote, inform, or relate? What is your audience interested in? Is your email format branded and supportive of your message? Is your email concise and does it include a strong call to action? Does your content match your frequency and timing?

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Getting Email Opened

Getting Email Opened

The “From” line

The “Subject” Line

  Use a name your audience recognizes

  Keep it short and simple •  30-40 characters including spaces (5-8 words)

•  Include your organization name or brand

  Incorporate the immediate benefit of opening the email

•  Refer to your business in the same way your audience does

  Capitalize and punctuate carefully   Avoid copying the techniques inherent in spam emails.

  Be consistent 60% of consumers say the "from" line most often determines whether they open an email or delete it.

Emails with shorter subject lines significantly outperformed emails with longer subject lines.

Source: DoubleClick

- MailerMailer (2008) 23

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Scanning Your Emails Before Sending

Email Delivery Checklist Ask yourself before you send your message… Are your images working together with text to identify your email? Are you avoiding spam-like content in your emails? Is your From line familiar and are you using a familiar email address? Does your Subject line include the immediate benefits of your email?

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Understanding Bounced and Blocked Email

Section 3: Grow Increasing Email Click-Through and Response Rates

“Hard Bounce”   Permanent condition   Email address non-existent   Misspelled / no longer in use

“Soft Bounce”   Could be temporary   Server was down   Mailbox is full   Email was blocked 27

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Dealing with Bounced & Blocked Email

Understanding “Open” Rates

Non-existent address Open tracking indicates level of interaction, not delivery…

  Check for obvious misspellings

  An image imbedded in the

  Try to obtain a new address

email was enabled by the recipient

Undeliverable / mailbox full / email blocked

  A link with imbedded

tracking code was clicked

  Try re-sending later   Correct temporary issues   Obtain a new address if a recurring issue is present 29

Analyzing “Open” Rates

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Understanding Click-Through Rates

Use open tracking to spot trends

A click-through happens when your subscriber clicks a link to…

  Open rates trending down

  Visit your website

•  Fewer subscribers are enabling images

  Download a file

•  Fewer subscribers are clicking links

  Take an online survey   Send you an email

  Steady open rates

Clicks are tracked by inserting special HTML tracking code in the link

•  Assume email is being received •  Check your ESP’s average delivery rate 31

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Capitalizing on Click-Through

What next?

Use click tracking to determine…

Just getting started? 1.  Start building your list 2.  Learn how to create an email 3.  Sign up for free trial

  Audience interests •  Clicks tell you what topics were interesting

Ready to learn more? 1.  Visit the Constant Contact Learning Center 2.  Attend other online webinars 3.  Attend local seminars

•  Save clickers in an interest list for targeted follow up

Want to expand your expertise?

  Goal achievement

1.  Join Constant Contact’s online community 2.  Sponsor a non-profit through Cares4Kids.com

•  Use links to drive traffic toward conversion •  Compare clicks to conversions and improve

http://www.constantcontact.com 33

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Thank You!

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9_EmailMarketing_CV301  

Junk email Delivering professional email communications… 1 Dubious opt-out (if any) Professor: Eric Groves, Constant Contact Email Marketing...

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