Email Marketing in aSocial Media World

Best Practices for Your Success

Corissa St. Laurent Regional Development DirectorConstant Contact

Copyright © 2011 Constant Contact, Inc.

Email & Social Media Marketing Best Practices

Connect | Inform | Grow

■ Connecting with people who care about you

■ Informing with messages of value and interest

■ Growing with targeted outreach and action

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Email & Social Media Go Hand-In-Hand

Permission Based

Personal, Relevant, Anticipated

Top of Mind Awareness

Email Marketing

Two-way Conversation

Humanize Your Brand

Facilitates Word of Mouth

Social Media Marketing

Together, they help build deep relationships with your customers and reach new audiences

Copyright © 2011 Constant Contact, Inc.

Engage the Right Audience

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SuspectsCustomers

DisinterestedProspectsRaving Fans

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Email + Social = Lasting Relationships

Build a loyal following!

In A Pickle: Building Community & Sales

In A Pickle is a favorite local restaurant in Waltham, MA

They send a weekly newsletter to update customers on special deals, new menu items, and events

They use social media to experiment, push on-the-fly specials, get feedback from customers & build community

They use email as the hub that brings everything together

Copyright © 2011 Constant Contact, Inc.

Customer & Prospect Database

57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business.

Source: Transact Media Group

1

2 34

Incoming or Outgoing Calls

Eventsand Meetings

Email Signature

Place of BusinessGuest Book

5

Online

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STEP 1: Invite People to Connect

Kick-start Social Media Following

Announce your social media presence in your newsletterwith a clear call-to-action

Include social media sign up icons in every email so subscribers can join you on your social sites

Include standard links in every email so subscribers can share your content

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Broadcast Social Media Presence Everywhere

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■ Add social media icons to:

• Website

• Print collateral

• Outgoing email signature

• Billboards/signage

■ Announce social media presence in:

• Radio

• TV

• Live events

• Voicemail message

Copyright © 2011 Constant Contact, Inc.

10

STEP 2: Create Content That’s Read & Shared

Vary Your Content & Keep it Fresh

■ Information, tips, and practical advice

■ Questions asked by your customers

■ Special offers and exclusive deals

■ Links to:

• Archived email marketing newsletters

• Polls and surveys

• Event homepages and registration pages

• Blogs

• Websites

• Product or service reviews

• Discussion topics

• Videos, photos, podcasts

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Keep Content Concise & Conversational

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Reuse Content

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The Currier Museum of Art: Engaging Patrons

They use email and social mediato keep in touch with members and relay information in a professional, timely manner

In their email newsletter they encourage people to tweet from special events, to share discoveries and information, engaging followers and motivating others to visit

Copyright © 2011 Constant Contact, Inc.

The Currier Museum of Art is an internationally renowned art museum located in Manchester, NH

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Email Tracking CodeESP Interaction

+

STEP 3: Review Your Campaigns & Take Action

Capitalize on Click-Throughs

Use click tracking to determine:

■ Audience interests

■ Determine topics of interest

■ 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

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Take Action!

Measure Effectiveness with Social Stats

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The Swinery is a specialty butcher shop in Seattle, WA

They sent an email newsletter to 3,765 subscribers

Received 816 opens (22%)

Also, it was viewed an additional 485 times & ”liked” by 181 readers

Represents a 60% increase in reach

The Swinery: Increasing Their Reach

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Email + Social = Better Results

Faster List Growth

14.4% for Email + Social vs. 8.9% for those just using Email

Larger Average List Size

53.0% larger for those using Email + Social

Higher Click-through Rates

5.7% greater for those using Email + Social

Source: Constant Contact Study; July 2011 to August 2011

Take the Next Step

Sign up for a free Email Marketing trial.Satisfaction guaranteed.

Arm yourself with the tools, playbook, and coaching to get your first campaign in front of your email subscribers and social networks. Watch your business grow!

Sign up today! Fill out a card at the registration deskor

Call toll-free: 866-876-8464

Email + Social =

Success, Guaranteed.

Attend a Free Webinar Learn more about how social media marketing can help small business and nonprofits optimize marketing efforts.

constantcontact.com/learning-center

Get a Social Media Quickstart!Get started building connections through social media marketing, today!

socialquickstarter.com

Copyright © 2011 Constant Contact, Inc.

Copyright © 2011 Constant Contact, Inc.

Thank You!

Corissa St. Laurent

Regional Development Director

Constant Contact – New England

Email: cstlaurent@constantcontact.com

Schedule: www.constantcontact.com/newengland

facebook.com/constantcontact.corissa

@corissactct

NEED HELP?

Contact Support at: 866-289-2101 or on Twitter @ctcthelp