Más contenido relacionado La actualidad más candente (7) Similar a The Power of eMail Marketing for LA2M (20) Más de Lunch Ann Arbor Marketing (20) The Power of eMail Marketing for LA2M1. 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
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”
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 4
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 8
10. What is Email Marketing?
Delivering professional email
communications
To an interested audience
Containing information the
recipient finds valuable
p
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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!
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 13
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 15
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!
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 16
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 19
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 20
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 22
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 27
28. Take Advantage of Our Forward Email Feature
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 28
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc.
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 33
34. Relationships Take Time…
We must understand how relationships are formed and
p
how they naturally develop over time…
CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. 34
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc.
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 39
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 40
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 41
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 42
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
CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 46