Email Marketing for Holistic Business
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Transcript of Email Marketing for Holistic Business
Copyright © 2008 Constant Contact Inc.
The Power of Email Marketing for Holistic Business Connect. Inform. Grow.
Presented by Constant Contact & My Holistic Village
For an audio accompaniment Click Here
Copyright © 2008 Constant Contact, Inc. 2
Email Marketing Best Practices
Connect | Inform | Grow
■ Connecting to build customer relationships
■ Informing people who will buy in to your message
■ Growing your business with targeted marketing
Copyright © 2008 Constant Contact, Inc. 3
What You Will Learn Today
How to easily create an email marketing strategy through 3 easy steps:
1. Build Your List of customers and prospectso Add sign ups to your emails and social networking sites
2. Create Great Content that has valueo Identify topics via social media, surveys, direct feedback
3. Review Campaigns regularly for maximum effecto Measure & manage using reporting
Why Do We “Market”?
CONFIDENTIAL Copyright © 2010 Constant Contact, Inc. 4
We Want More!
More… Customers Clients Volunteers Donors / Members Brand Awareness Sales Website Traffic Time in the day!
Copyright © 2008 Constant Contact, Inc. 5
Marketing Today = Building Relationships
Copyright © 2008 Constant Contact, Inc. 6
Five Types of People
Raving Fans
Customers
Prospects Suspects Disinterested
Copyright © 2008 Constant Contact, Inc. 7
Acquiring Customers Takes Effort
Time… Money… Energy… Effort
On average, it takes 7 touches for a sale to occur.
■ Some buy right away
■ Others research and try
■ Some show interest but don’t trust you yet
Challenges?
Education & Differentiation
Copyright © 2008 Constant Contact, Inc. 8
Keep Customers Coming Back
The Value of a Customer
■ You’ve already paid for them■ It’s 6-7 times more expensive to gain
a customer than to retain a customer 1
■ They spend more■ Repeat customers spend 67 percent
more 2
■ They are your referral engine■ After 10 purchases, a customer has
already referred up to 7 people 2
Sources:1. Harvard Business Review2. Bain and Company, 2002
Copyright © 2008 Constant Contact, Inc. 9
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 © 2008 Constant Contact, Inc. 10
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 © 2008 Constant Contact, Inc. 11
Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)
Email Marketing Is Not…
Copyright © 2008 Constant Contact, Inc. 12
Email Marketing Is…
■ Delivering professional messages
■ To an interested audience who have asked to receive your emails
■ Containing information they find valuable
Copyright © 2008 Constant Contact, Inc. 13
Build Trust with Email Marketing
■ 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
■ Gaining Permission■ Do they know me?
■ Do they care?
■ Utilizing Professional Services
Copyright © 2008 Constant Contact, Inc. 14
Regular Email vs. Email Service Provider
Standard Email Programs(e.g. Outlook, Gmail, Yahoo)
■ Limited # of emails sent at one time
■ No formatting control
■ List break up more susceptible to filters
■ No cohesive branding
■ No tracking and reporting of email results
■ Risk of being blacklisted
Email marketing services automate best practices
■ Easy-to-use templates reinforce brand identity
■ Email addressed to recipient only – no risk of privacy infringement
■ Easy list management – subscribers, bounces & unsubscribes
■ Improved delivery
■ track results – open & click through
■ obey the law
Copyright © 2008 Constant Contact, Inc. 15
Email Basics Checklist
Ask yourself before you begin email marketing…
■ Do repeat and referral customers help your business?
■ Is your audience interested in your message? Is it valuable to them?
■ Do you have a plan for communicating on a regular basis?
■ Do your messages look professional and reflect your brand?
■ Are you using an Email Service Provider with the flexibility to support your current and future online marketing needs?
Building Your List
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
Guests5
Online Presence
Copyright © 2008 Constant Contact, Inc. 17
List Building and Permission Checklist
Ask yourself as you build your list…
■ Are you collecting contact information at every customer touch point?
■ Are you asking for permission as well as contact information?
■ Are you clearly describing your email frequency and content?
■ Are you sending a welcome email or a confirmation email?
■ Are you using permission and subscription reminders to stay current?
Copyright © 2008 Constant Contact, Inc. 18
Informative EmailAdvice,
research, facts, opinions, tips
Quality Knowledge
Savings
Relational EmailSpecial
privileges, acknowledgem
ent
Promotional Email
Discounts, coupons, offers,
incentives.
Valuable Content = Value to Your Reader
Copyright © 2008 Constant Contact, Inc. 19
Vary Your Content Offerings
■ Share your expertise
■ Share other people’s expertise
■ Use facts & testimonials
■ Give guidance & directions
■ Give tips & advice
■ Entertain
■ Offer discounts & coupons
■ Exclusivity & VIP status
■ Hold contests & giveaways*
■ Acknowledge your audience
* Check applicable regulations before deciding to hold a contest or giveaway
Copyright © 2008 Constant Contact, Inc. 20
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
*Yes! We’ve added document hosting!
Copyright © 2008 Constant Contact, Inc. 21
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?
Copyright © 2008 Constant Contact, Inc. 22
Frequency & Delivery Time
How often to send
■ Create a master schedule
■ Include frequency in online sign-up “Monthly Newsletter”
■ Keep content concise and 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 © 2008 Constant Contact, Inc. 23
Email Content Checklist
Ask yourself as you create content…
■ Are you trying to promote, inform, or relate?
■ What is your audience interested in?
■ Is your email format branded and supportive of your message?
■ Is your email concise and does it include a strong call to action?
■ Does your content match your frequency and timing?
Copyright © 2008 Constant Contact, Inc. 24
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" address most often determines whether they open an email or delete it. Source: DoubleClick
Copyright © 2008 Constant Contact, Inc. 25
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
■ Capitalize and punctuate carefully
■ Avoid copying the techniques inherent in spam emails.
Emails with shorter subject lines significantly outperformed emails with longer subject lines.
- MailerMailer (2008)
30% of consumers say the “subject" line most often determines whether they open an email or delete it.
Source: DoubleClick
Copyright © 2008 Constant Contact, Inc. 26
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 © 2008 Constant Contact, Inc. 27
Email Delivery Checklist
Ask yourself before you send your message…
■ Are your images working together with text to identify your email?
■ Are you avoiding spam-like content in your emails?
■ Is your Email Service Provider authenticating your email?
■ Is your From line familiar and are you using a familiar email address?
■ Does your Subject line include the immediate benefits of your email?
Copyright © 2008 Constant Contact, Inc. 28
Email Tracking CodeESP Interaction
+
Tracking and Reporting
Copyright © 2008 Constant Contact, Inc. 29
Analyze “Open” Rates
Use open tracking to spot trends
■ Open rates trending down■ Fewer subscribers are
enabling images
■ Fewer subscribers are clicking links
■ Steady open rates■ Assume email is being
received
■ Check your ESP’s average delivery rate
Copyright © 2008 Constant Contact, Inc. 30
Capitalize on Click-Through
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 © 2008 Constant Contact, Inc. 31
Encourage and Reward Forwarding
Use your forward report to…
■ Thank people who forward your emails
■ Learn about the value of your email content
Help your audience spread
the word. Ask them to forward your email and interested people can subscribe to your list
Copyright © 2008 Constant Contact, Inc. 32
Email Tracking and Response Checklist
Ask yourself after you send…
■ Are there any bounced or blocked emails that require attention?
■ Is your open rate trending upward or downward?
■ Did your audience take action on your email by clicking through or forwarding your email? What were they interested in?
■ Did anyone unsubscribe from your list? Did they give you feedback?
■ Did you identify any areas for improvement so your next email is more targeted and more effective?
Start with your passionate
customers and interesting content
Social Sharing
Targeted Sharing
■Email Marketing■ Help them get to
know & trust you
■ Inspire repeat business & deeper engagement
■ Encourage broader relationships through SMM (endorsements, referrals)
■Social Media Marketing
■ New relationships
■ New prospects
■ Encourage deeper relationships through EM
Email & Social Media Marketing
33CONFIDENTIAL Copyright © 2010
Constant Contact, Inc.
HOW do you easily integrate both?
Make social media opt-in available in all emails
Make email list opt-in available
on all social media
platforms
Allow readers to share email content to their social media networks
Copyright © 2008 Constant Contact, Inc. 35
Link Email to Social Media Campaigns
■Embed videos easily in your email
■Consider your own Youtube channel
■Link to discussion threads on Facebook
■Promote a topic-related hashtag for your Twitter users
■Create excitement for social media offers, coupons, via email
Copyright © 2008 Constant Contact, Inc. 36
What next?
Just getting started?
■ Take advantage of the special Website Match Offer ($99 value)
■ Start building your list
■ Create and send your first email
Ready to learn more?
■ Sign up for the next Heartrepreneur’s Hearth to learn how to learn how to get more “Likes”, more “shares” and more business with Constant Contact Social Campaigns
■ Watch Your email and the Marketplace for details. MyHolisticVillage.com
ConstantContact.com