1. A Winning Opportunity
The Power of Email Marketing
Presented by:
Derek Freund
De ek F e nd
Constant Contact, Partner
CONFIDENTIAL Copyright © 2008 Constant Contact Inc.

2. Constant C
C Contact™ F
™ Founded 1998 N
d d 1998, Now
Publically traded (Public,
NASDAQ:CTCT) 700 Employee 400 000+
Employee, 400,000+
users “Gold Standard” of the industry

3. Meet The Freund Family

4. “I Want To Be That Guy”
I Guy
One of my f
f favorite authors Dan John
h h
And His Big Brother Gary
Dan John author “Never Let Go”
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5. Why Is This Guy Here?
And Why Should I Care?
*To show the importance of timely communications
*Help Make YOU! More Money & Have Fun
p y
*Ease of Use
*Cost effectiveness
*Instant communications
*Multi-media
*Future that is here Now
* h h
*Turbo charge marketing campaigns faster & less
expensive
*Growing trends…
*Good news the is NO Cost to get started
g

6. Facts You Need To Know & Use
According to research conducted by the
Direct Marketing Association email
Association,
marketing generated an ROI of $43.62 for
every dollar spent on it in 2009 The
2009.
expected figure for 2010 is $42.08. As
such,
such it outperforms all the other direct
marketing channels examined.

7. Embrace you inner geek. Don’t be afraid of
technology-labor saving devices.
TV-Remote-VCR-Microwave-electric
TV Remote VCR Microwave electric
windows & doors-
Word processor-Cell phones
Electric starters, 4 cylinder engines…

8. Topics to Cover
Power of Relationships
Introduction to Email Marketing Introduction
Getting Started
Getting Your E il D li
G tti Y Email Delivered and Read
d dR d
Interpreting Results: Reporting and Tracking Advanced
How Does Social Media Fit In
How to Get Going with Email Marketing
Both
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10. What is Email Marketing?
Delivering professional email
communications
To an interested audience
Containing information the
recipient finds valuable
p
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11. Pre-Made Customizable Templates
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12. Why Email?
It’s Cost-effective: Direct Mail vs. Email
■ For the same response, direct main costs 20
response
times as much as email1
■ Email ROI is the highest when compared to other
internet mediums2
1. Forrester Research, Inc.
2. Direct Marketing Association
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 12

13. Make Every Contact Count
It Can Take Time…
On average, it takes 7 touches for an action to occur.
■ Some act right away
■ Others research and try
■ Some show interest but are not ready
Make every contact count!
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14. …
Dan Kennedy’s famous Marketing Success Triangle
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The Formula:
RIGHT Message
+ RIGHT Markets (Targets)
+ RIGHT Media
= RIGHT RESULTS!

15. Email Service vs. Outlook
Using Outlook
Standard Email Programs
(e.g. Outlook, Hotmail)
■ Limited # of emails sent at one time
■ No formatting control
■ List break up more susceptible to
filters
■ N cohesive b di
No h i branding
■ No tracking and reporting of email
results
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16. A “Winning Strategy” Includes:
■ Setting objectives
■ Collecting contact information
■ Determining message format
■ Creating a delivery schedule
■ Planning time for management and production
■ Building professional communications
■ Analyzing results
■ Continuously refining your strategy!
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17. The Relationship Cycle
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18. The Relationship Cycle & 5 Types of People
Disinterested Suspects
Prospects
Raving Fans
R i F
Members/Customers
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19. Getting Email Opened
The “From” line
■ Use a name the audience
recognizes
■ Include your organization
name or brand
■ Refer to your business in
the same way your
audience does
■ Be consistent
60% of consumers say the
"from" line most often
determines whether they
open an email or delete it.
Source: DoubleClick
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20. Getting Email Opened
The “Subject” Line
■ Keep it short and simple
p p
■ You have 3 seconds or less
■ 30-40 characters including
spaces (5-8 words)
■ Incorporate the immediate Click-through rates for
benefit of opening the email subject lines with 49 or
■ Capitalize and punctuate fewer characters were 75
percent higher than for
carefully those with 50 or more…
■ Avoid copying the techniques Source: Returnpath
inherent in spam emails.
30% of consumers say the
“subject" line most often
determines whether they
open an email or delete it.
Source: DoubleClick
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21. Permission – What is It?
Types of permission:
Explicit: Opt in from your website or fill out a card
■ “Join our mailing list”
Implicit: Requests for information, signups over the phone, existing
relationship
Note: Always make sure
to ask for permission
when collectingg
information
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22. And Simply Delete Everything Else
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23. Putting it All Together
Justify your place in their Inbox
Be clear and concise
Use appropriate graphics
In This Issue Latest Online
Use white space effectively
p y Newsletter Available Quick Links
Include “Call to Action” links
Renew Your Club Membership
Capitalize and punctuate carefully
p p y
Website
Design for “above the fold”
Member Discounts
Contact your District Director
Support
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 23

24. Keep Members Coming Back
The Value of a Member
• You’ve already paid for them
It’s 6-7 times more expensive to gain a member than to
retain a member1
• They spend more
Repeat members spend 67 percent more2
p p p
• They are your referral engine
After 10 purchases, a member has already referred up
to 7 people2
Sources:
1 Harvard Business Review
2 Bain and Company, 2002
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25. How Tracking Works
+
Email ESP Tracking Code Interaction
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26. What Influences Open Rates?
What influences the open rate?
■ From / Subject line
■ Delivery day / time
■ List overuse, age, or quality
Watch your trends over time
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27. Capitalizing on Click-Through
Why did people click through?
■ C ll t
Call-to-action
ti
■ Copy Quick Links
■ Offer Renew Your Club Membership
What were they interested in? NYSSA Website
Member Discounts
Contact your District Director
Support
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28. Take Advantage of Our Forward Email Feature
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29. Constant Contact Forward Email Form
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30. Encourage Sharing
What do you want to know about?
Understand Legislative updates
Interests
New Member Profiles
VIP Events Poll
Invite to Encourage Get
Bring a Friend Events Sharing Feedback Online Feedback
Special Rates
Links to
Social
Community
Forward to a Friend
Facebook
Twitter
LinkedIn 30
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31. Giving Your Campaign More Life!
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32. Online: Using Facebook
■ You can forward your email campaigns to your friends/fans.
■ Using both Constant Contact and Facebook you can add a “Join
My M ili Li t” t b t
M Mailing List” tab to your personal or fan page.
l f
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33. Online: Using Twitter
■ You can “tweet” your email campaigns to your followers.
■ Ask your Twitter followers to sign up for your list by providing a
link t
li k to your sign-up f
i form on your website
b it
■ Ask your Twitter followers to sign up for your list by providing a
link to your sign-up form on your website
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34. Relationships Take Time…
We must understand how relationships are formed and
p
how they naturally develop over time…
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35. Grow Your List
Build Your List Where You Connect!
At the Even At a ride Email Signature Guest Book Website Signup
57% of those surveyed will fill out “If a diner has a good experience at our
a card t receive email alerts when
d to i il l t h restaurant,
restaurant they might return When they
return.
sign up for our newsletter they often
asked to. become a regular.”
Source: Transact Media Group
Customer & Prospect Database Jeffrey Gates, Aquitaine Group
35
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36. List Building Guide
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37. How to Get Started with
Constant Contact
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38. How To Get Started
 How To Get Started:
 Complete a signup card!
p g p
 Sign-up online:
http://www.constantcontact.com/index.jsp?pn=glazerkennedy
 Call us: 810-225-7500 Ext. 103
Marketing Consultants are waiting to talk
to you!
Done-4-U Services 50% off for next thirty
days
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39. Constant Contact Customer Pricing
"Constant Contact is so
Constant
affordable, easy to use and
effective at keeping church
members connected…
We've
W ' saved so much on th
d h the
cost of paper and postage.”
Pam Anger, Administrative
Assistant
A i t t
Woods Memorial Presbyterian
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40. Our Customer Success Formula = Service
 Communications Consultants:
 Call trial customers
 A i them in sending
Assist h i di
the “first campaign”
 Coaching and strategy
 Support Resources:
 Phone Support
 Email
 Chat
 Knowledgebase
 Learning and Best
Practices:
 Daily Product Tours
 R i
Regional Seminars
lS i  Discussion Boards
 Best Practices  Hints & Tips newsletter
 Live and On-demand  Community
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41. Want more on what we covered today?
Teaching you how to be a Good Email Marketer
Building Better Lists
■ Ways to grow your list
■ Getting permission
Subject Line Design
■ The from and subject lines
■ What to include / not include
Planning for Email Marketing
■ Frequency calendar
F l d
■ What and when to send
Segmenting Your List
■ Ways to segment your list
■ Increases opens / clicks
Deliverability
■ Blocking / Blacklisting / Filters
■ Spam complaints
“After using Constant Contact for a while, and taking advantage of the free education Constant
Contact offers, such as webinars, I feel that I have become more fluent in email marketing and
better equipped to communicate to customers.” “Constant Contact created a discipline for me -
that’s what I needed – a professor, a teacher. For me, it feels like I’ve joined a marketing club.”
Jeffrey Gates, Aquitaine Group
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42. Determine Appropriate Format
Newsletters
• Frequency: Regular i.e. monthly / weekly
• Lots of educational content (typically non-promotional)
• Use bullets, summarize information, be concise
Promotions / Invitations / Surveys
• Frequency: Depends on your promotion, Invitation
• Focus on promotion / limited content
• Use content to invite click-through or other action
Announcements
• Frequency: Event-driven
• Press releases, holiday greetings, thank you cards…
• Use content to build deeper relationships
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43. Think of Yourself as A
Multi-Media
Multi Media Mogul

44. Questions?
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45. Plus Get $108 Worth of Bonuses

46. We L k F
W Look Forward T W ki
d To Working
With You…
THANK YOU!
Please turn in your
feedback form
Derek Freund Constant Contact
Partner
p: 810 225 7500 Ext. 2
810-225-7500 E t
derek@nobsmichigan.com
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