What is the first impression you give when they see you in their email inbox? And when they see you there, what do they do? This powerful seminar takes you step-by-step through the keys to effective email marketing: What it really is (and isn’t) What it can do for your business And the five easy steps you must take to harness the power of the inbox to make SALES! o Grow a healthy list o Create great content o Customize a beautiful, mobile-friendly template that matches your brand o How to get your emails opened o Tracking your results From revealing why regular email doesn't work, to insider tips and techniques like automated list building tools and the design elements that work (and those that don't!), this seminar will give you the keys to the most effective marketing you can do: email marketing

1. The Power
of the InboxTips andTricks for Successful Email Marketing

2. © Constant Contact 2016© Constant Contact 2016
Vanessa Cabrera – National Speaker, Email Marketing
Strategist and Online Marketing Mentor
www.vanessa-cabrera.com
Email: vanessa@vanessa-cabrera.com
Welcome
Questions after the event?
@vanessacabrera
© 2017 Constant Contact, Inc

3. What is email marketing?
Delivering professional email communications to an interested audience
containing information the recipient finds valuable that looks great in any inbox!

4. What can it do for your business?
“Every time I send out an email, I get a sale in
15 minutes. Overall, I get up to four times as
many sales with these newsletters than I did
with my old ones, and they’ve gone from about
$50 per order to $100.”
- Irene Schmoller, founder Cotton Clouds
Drive revenue and profit.

5. Create and increase awareness.
“The emails are an important reinforcement of
brand. I get calls from people I’ve never met all the
time.They get the newsletter, or a friend of theirs
gets the newsletter, and they know I’m the person to
call. It really helps establish credibility upfront.”
- Brandon Stewart, realtor at David Griffin & Company Realtors
What can it do for your business?

6. You need to harness the power of the inbox.
Are you ready?

7. Agenda
8
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together

8. Agenda
9
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together

9. A: Email
More than half of all emails are
opened on a mobile device
Q:What is the #1 app on smartphones?
More people own a cell phone
than own a toothbrush!
Source: Litmus

10. Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business GrowthSurvey
People read it
88% regularly
check email on their
smartphones
91% of people
check their email daily

11. Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business GrowthSurvey
It’s reliable
Email gets delivered
90+% of the time
(Facebook posts
reach just 2% of fans)

12. Why Email?
Because it works everywhere.

13. Email marketing has
3x the conversion
rate as social media
For every $1 spent on email
marketing, there is a
$44.25 average ROI
Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business GrowthSurvey

14. First impressions
matter.
•Should your first impression be…

15. 16
Should your first impression be this: Or this?…this or this?

16. 17
• Limited sending
• No formatting control
• Susceptible to filters
• No cohesive branding
• Potential SPAM complaints
• No tracking or reporting
Why regular email doesn’t work Why regular email doesn’t work

17. Email marketing best practices
that make you look great!
Constant Contact will automatically:
• Provide beautiful templates
• Reinforce brand identity
• Manage subscriptions
• Ensure email delivery
• Track results
• Obey the law

18. Agenda
19
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together

19. Growing your list is all about
how and where you ask.
And yes, you have to.

20. 22
Where to Ask: Everywhere you’re online
1
2
3

21. 23
QR codes Fishbowl
Sidewalk signs But really, just ask.
Where to Ask: Everywhere else!
Events Unchecked box

22. SALONBELLA
SALONBELLA
Tip: UseText-to-Join to collect contacts

23. The #1 reason for an unsubscribe is irrelevant content.
26
Don’t forget - give them a reason to join your list
and let them know when to expect it.
Guide Checklist VideoTutorial
E-book Coupons Freebie

24. Agenda
27
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together

25. Put your readers interests ahead of your own.
Focuson
beingrelevant
Figureout
howmuchis
“enough”
Turnquestions
intocontent
Imagesare
contenttoo

26. Source: MarketingSherpa 29
send it to spam if it’s irrelevant
unsubscribe if it’s boring38%
32%
Write for your audience, not for you.

27. 30
Write for your audience, not for you.

28. 20 lines of text or less
Less is more.
Source: http://news.constantcontact.com 31
How much is enough?
3 pictures or less

29. Fewer links,
more clicks.
steep decline
3+
most clicks
1
eh... okay
2
less to no clicks
5+
Clicks per Link
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Number of Links
ClickRate

30. 33
How do I ensure my pipes
won’t burst this winter?
Can I deduct the mileage
I drive for volunteering?
How do I get more people
to attend my events?
5 Ways to Protect
Your Pipes this Winter
YourTop 3 Mileage
Deduction Questions
10Ways to Increase
Event Attendance
…Into ContentTurn Questions…

31. Newsletters
• stay top of mind
• send news or updates
• inform and educate
PromotionsAnnouncements
• share new products
• invite to a special event
• ask for feedback
• provide exclusive content
• offer deals or coupons
• ask for feedback

32. Source:Constant Contact Data Reveals DirectCorrelation Between Email Campaign Effectiveness and Number of Images
andText Lines Featured, 2015
37
• Make images clickable
• Keep key action
above the scroll
• Limit the choices!
Communicate throughContent

33. Agenda
38
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together

34. Look great – and recognizably you – in any inbox!
Optimizefor
mobile
Ensureconsistent
branding

35. 40
Facebook
• Be consistent
• Use images
• Use similar language
Email
Website
Be recognizable. Everywhere.

36. 1. Single column template
2. Fewer than 3 images
3. Fewer than 20 lines of text
4. No more than 3-5 links
5. Action above the scroll line
Simple recipe for success...

37. Agenda
42
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together

38. Give them 4 reasons to pay attention.
Recognized
Sender
Compelling
Subject
GoodTiming EasySocial
Options

39. 44
Who sent it?
How do people know you best?
Make your “from name” and “from email” recognizable.

40. Source: Inwise 45
open an email based on the subject line.
More than 1/3 of people

41. 46
Is it worth reading?
Identify your purpose. Be clear, be clever and...

42. Source: Litmus 47
30-40 characters max
6-10 words max
Control “pre-header” text
Size matters.
Keep it short.

43. 49
Freecredit
Save
offers
Click
income
traffic nowcash
order
rates
Urgent
Act Now!
Act Now!
Get home
dollars
Fast!
guaranteed
FeesPurchase
money
Refund
Win
remove
Choose your words carefully.

44. Monday Tuesday Wednesday Thursday Friday
Restaurants
Accountants &
Financial
Advisors
Hotels, Inns,
B&Bs
Religious
Organizations
Arts & Crafts
When’s the best time to send emails?
51
7:00 am 6:00 am 7:00 am 12:00 pm 5:00 am

45. Agenda
54
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together

46. Knowwhat
metrics
matter
Usedatato
make
decisions
Focusonthe
“clickthrough”
Don’t guess. Use metrics.

47. 56
OPENS
• Gauge interest
• Determine best day/time
Industry averages: 18-23%

48. 57
CLICK-
THROUGHS
• Measure success
• Identify engaged readers
Industry averages: 5-18%

49. 58
DID NOT
OPENS
• Re-engage audience
• Test new methods
Industry averages: 72-92%

50. 59
OPT-OUTS
• Collect feedback
• Adjust mailing strategy
Industry average: <1%

51. 60
BOUNCES
• Identify “bad” addresses
• Maintain clean lists
Industry average: 2-14%

52. 61
Making decisions based on LOW metrics
Low Opens Low Clicks
• Have recognizable from name
• Write interesting subject line
• Send timely emails
• Have a strong call to action
• Keep email short
• Send targeted emails

53. 62
Making decisions based on HIGH metrics
High Opens High Clicks
• Find the best time & day
• Identify best keywords
• Segment ‘super fans’
• Format links to stand out
• Offer links to preferred content
• Segment ‘super clickers’

54. 63
Spotlight on the
“click-through”

55. 64
View the
“clickers”

56. 65
Target based
on interest

57. Agenda
66
1.Why email marketing?
2.Harnessing the power of the inbox
a. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly
template that matches your brand
d. Getting your email opened
e. Tracking your results
3.Putting it all together

58. What an “ideal” email looks like…
Include your business
name in ‘from name’ text
67
3. Putting it all together
Subject line: keep it short
(8 words, 35 characters)
Make your logo clickable
to your website
Communicate through images
and make them clickable.
Keep to 3 or fewer
•What an “ideal” email looks like…
Write pre-header text
to entice readers

59. •What an “ideal” email looks like…
Less is more. Focus on relevant content.
About 20 lines of text.
68
Include a clear call-to-action
above the scroll line
Minimize the number of links.
One is best, after 3 clicks drop
off significantly.
Use social media buttons
Apply your brand colors

60. 70
• Small business marketing is...
Nurturing relationships. Delivering on your promise. Getting measurable results.

61. You have an advantage.
Your connection to
your customers!
Three simple steps to get started:
1. Get your contact list together.
2. Create and hit send!
3. Watch what happens…

62. (Did She REALLY say $10?)
YES!
(NoWay!)
SERIOUSLY.