1. The Power of Email and
Social Media Marketing
Connect. Inform. Grow.
Presented by
Corissa St. Laurent (@corissactct)
#ftw2010
Copyright © 2010 Constant Contact, Inc.

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3. Online Marketing Best Practices
Connect | Inform | Grow
■ Connecting with people who care about you
■ Informing with messages of value and interest
■ Growing with targeted marketing outreach and action
Copyright © 2010 Constant Contact, Inc. 3

4. Email Marketing and Social Media Marketing
Start with your
passionate customers Social Sharing
and interesting
■Email Marketing content
■ Trusting relationships
■ Early relationships
■ Encourage broader
relationships through
SMM
■Social Media Marketing
■ New relationships
■ New prospects
■ Encourage deeper
relationships through EM
Targeted
Sharing
4
Copyright © 2010 Constant Contact, Inc.

5. Marketing Today = Building Relationships
Connecting where they are!
Copyright © 2010 Constant Contact, Inc. 5

6. Why Email?
Because almost everyone your business
needs to reach reads it:
■ More than 90% of Internet users between
18 and 72 said they send and receive
email, making it the top online activity¹
■ If email was a country, its 1.4 billion users
would make it the largest in the world.
Bigger than China, bigger than the
populations of the USA and European
Union combined²
Sources:
1 Pew Internet & American
Life Project, 2009
2 Email Marketing Reports,
2009
Copyright © 2010 Constant Contact, Inc. 6
.

7. 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
1 Forrester Research, Inc.
2 Direct Marketing Association
Copyright © 2010 Constant Contact, Inc. 7

8. Email Marketing is Not…
Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)
Copyright © 2010 Constant Contact, Inc. 8
.

9. Email Marketing is…
■ Delivering professional
email communications
■ To an interested
audience who have asked
to receive your emails
■ Containing information
they find valuable
Copyright © 2010 Constant Contact, Inc. 9
.

10. Build Trust with Email Marketing
■ Gaining Permission
■ Do they know me?
■ Do they care?
■ Setting Expectations
■ How many emails sent
■ When are emails sent
■ What type of information
■ Delivering on Promises
■ Matching expectations
■ Providing relevant content
■ Abiding by CAN SPAM Act
■ Including physical address
■ Providing opt-out
■ Utilizing Professional
Services
Copyright © 2010 Constant Contact, Inc. 10

11. Regular Email vs. Email Service Provider
Email marketing services
automate best practices
■ Provide easy-to-use
templates
■ Reinforce brand identity
■ Email addressed to
recipient only
■ Manage lists – adding new
subscribers, handling
bounce-backs, removing
unsubscribes
■ Improve email delivery,
track results and obey the
law
■ No threshold for how many
you
Copyright © 2010 Constant Contact, Inc. 11

12. STEP 1: Build Your List with Permission
Copyright © 2010 Constant Contact, Inc. 12

13. Build Your List Where You Connect
Incoming or Events Email Place of Business Online
Outgoing Calls and Meetings Signature Guest Book Presence
4
2 3 5
1
57% of consumers will fill out a
card to receive email alerts
when asked to by a clerk at a
local small business. Customer & Prospect Database
Source: Transact Media Group
Copyright © 2010 Constant Contact, Inc .

14. STEP 2: Create Content That’s Opened & Read
Copyright © 2010 Constant Contact, Inc. 14
.

15. Content Has to Have Value to Your Audience
Promotional Relational
Email Email
Discounts, Savings Special privileges,
coupons, offers, acknowledgement
incentives.
Knowledge Quality
Informative
Email
Advice, research,
facts, opinions,
tips
Copyright © 2010 Constant Contact, Inc. 15

16. Keep Email Content Concise
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
Copyright © 2010 Constant Contact, Inc. 16
.

17. Call Your Audience to Action
Calls to Action Include…
■ Links to click on
■ Information to print out
■ Phone numbers to call
■ Instructions for reading the email
■ Instructions for saving the email
Describe the Immediate Benefits…
■ What’s in it for your audience?
■ Why should they do it now?
Create immediate demand
and desire for your emails
Copyright © 2010 Constant Contact, Inc. 17

18. Frequency & Delivery Time
How often to send
■ Create a master schedule
■ Include frequency in online sign-up, e.g. “Monthly Newsletter”
■ Keep content relevant to planned frequency
When to send
■ When is your audience most likely to read it?
■ Day of week (Tuesday & Wednesday)
■ Time of day (10am to 3pm)
■ Test for timing
■ Divide your list into equal parts
■ Send at different times and compare results
Maximum impact with minimum intrusion
Copyright © 2010 Constant Contact, Inc. 18

19. Is Your Email Fantastic or Filtered?
ESP
Email Authenticated
Deliverability Issues: aol msn yahoo other ISPs
■ Image Blocking
■ Individual Filters
■ Challenge Responses Filtering & Blocking (Avg 81% delivered – CTCT
97%**)
■ Bouncing
■ Blocking
■ Block-listing
■ Friends-listing
■ Reputation **Return Path verified
■ Sender Authentication ** Return Path verified
Copyright © 2010 Constant Contact, Inc. 19

20. Get Your Email Opened
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
60% of consumers say
the "from" line most
often determines
whether they open an
email or delete it.
Source: DoubleClick
Copyright © 2010 Constant Contact, Inc. 20

21. Match “From” Line and “From” Email Address
The “From” line – use a familiar email address
Copyright © 2010 Constant Contact, Inc. 21

22. 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
■ Write it last
30% of consumers say the
Emails with shorter “subject" line most often
subject lines significantly determines whether they
outperformed emails with open an email or delete it.
longer subject lines.
Source: DoubleClick
- MailerMailer (2008)
Copyright © 2010 Constant Contact, Inc. 22
.

23. Avoid “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
Example: Typical spam “From” and “Subject” lines
Copyright © 2010 Constant Contact, Inc. 23

24. STEP 3: Review Your Campaigns & Take Action
+
Email ESP Tracking Code Interaction
Copyright © 2010 Constant Contact, Inc. 24

25. 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
Copyright © 2010 Constant Contact, Inc. 25

26. STEP 4: Integrate Social Media with Email
Microblogging site with 140 character space – share
tips and links, monitor tweets for customer service
Online profile site – share company personality,
photos, staff, post news and events
Online networking – share, solicit referrals and
recommendations, and connect to interest groups
Publishing space – build credibility as an expert
and increase search engine results
Video sharing site – gain recognition, offer how-tos,
and increase search engine results
Copyright © 2010 Constant Contact, Inc. 26

27. How Do You Use Social Media?
Listen and interact with your audience
Get to know your customers/clients/members
Share resources, connections, information and advice
Monitor Regularly
Answer Effectively
Post Regularly
Copyright © 2010 Constant Contact, Inc. 27

28. Create & Send Content that Connects
■ Listen to conversations and react – address customer
service issues, pull topics to use in email or blog content
■ Write once, post twice – push email content to social sites;
write a blog and use content in email newsletter; chop a blog
topic into individual tweets
■ Update your status – send updates that generate interest in
email and other marketing campaigns – include signup option
■ Join the conversation – become a trusted source by
answering questions and providing thoughtful comments in
groups and blogs
■ Be authentic – talk like a human, not like a marketer ;)
■ Don’t sell or overly promote – keep the tone
conversational, friendly and fun without the sales pitches
Copyright © 2010 Constant Contact, Inc. 28

29. Integrate Email & Social Channels
Allow readers to share email content
Make email list with their social media networks
opt-in available
Make social
on all social
media opt-in
media
available in all
platforms
emails
Make email
list opt-in
available on
all social
media sites
Copyright © 2010 Constant Contact, Inc.

30. Use Tools to Manage Your Social Activity
Popular time management and monitoring tools include:
■ Google Alerts
■ HootSuite
■ TweetDeck
■ NutshellMail
Copyright © 2010 Constant Contact, Inc.

31. NutshellMail – Monitor & Manage Social Activity
31
Copyright © 2010 Constant Contact,
Inc.

32. Social Media Updates Sent to Your Inbox
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33. Interact with Your Networks & Responders
Check out groups & events
Welcome new friends
Share timely & interesting news
Copyright © 2010 Constant Contact, Inc.

34. What’s next?
Just getting started?
■ Sign up for a free trial
■ Start building your list
■ Create and send your
first email
■ Create a Facebook
business page and
LinkedIn profile
Ready to learn more?
■ Visit our Learning Center
for webinars, tutorials,
podcasts and more
■ Visit the Social Media
section of our website
■ ReadThe Constant
Contact Guide to Email
Marketing
■ Sign up for NutshellMail
www.ConstantContact.com
Copyright © 2010 Constant Contact, Inc. 34

35. Thank You!
@CorissaCTCT
Constant Contact New England
Copyright © 2010 Constant Contact Inc.