© Constant Contact 2015
What to Say, and How to Say ItUsing words and images to craft your email messages
BE A MARKETERAll it takes is Constant Contact®
#BeaMarketer
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At its core, marketing is about getting results.
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Clicks / downloads
Visits to the store / office
Reservations / appointments
Calls
What kind of results?
Revenue / donations
Content is currency.Be the source your readers know, like and trust.
Answer your customers’ questions.
•Why is your email content so important?
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Picture
Paragraph
Call to action
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The 3 things every email needs
Write for your audience, not for you.
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Write for your audience, not for you.
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38% Unsubscribe if it’s boring
Source: MarketingSherpa
32% Send it to spam if it’s irrelevant
Agenda
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1. Create
2.Curate
3. Extend
4.Next steps
Agenda
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1. Create
2.Curate
3. Extend
4.Next steps
1. Create
OFFERINGS
Education
entertainment
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1. Create
expertise
ProductsLISTS
tips
industry news
sales
Reports
employees
RESOURCES
links
TESTIMONIALSopinions
community news STUDIESDATA
research
holiday
seasonal
menus
Donations
Fundraisers
FAQs
Events
Surveys
couponsdeals
TUTORIALSDISCOUNTS
RESULTS
Updates
Education
entertainment
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1. Create
expertise
ProductsLISTS
tips
industry news
sales
Reports
employees
RESOURCES
links
TESTIMONIALSopinions
community news STUDIESDATA
research
holiday
seasonal
menus
Donations
Fundraisers
FAQs
Events
Surveys
couponsdeals
TUTORIALSDISCOUNTS
RESULTS
Updates
OFFERINGS
UpdatesEducation
entertainment
20 lines of text or less
How much is enough?Less is more.
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1. Create
Source: http://news.constantcontact.com
3 pictures or less
Limit links to 1-2
More than ½ of emails are read on mobile
• Use outlines
• Keep a list of topics
• Show your expertise
• Make it look like you
Structure makes it easier
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1. Create
Pro TipsVisit: blogs.constantcontact.comfor more content ideas and great design tips
1. 5 Ways to Protect Your Pipes from Freezing this Winter
2. Answers to Your Top 3 Mileage Deduction Questions
3. Red or White? 5 Simple Wine-Pairing Tips
4. 10 Ways to Sell More Tickets for Your Next Event
1. How do I ensure my pipes won’t burst this winter?
2. Do I get to deduct mileage I drive from work to home each day?
3. What’s a simple way to pick the right wine?
4. How do I get more people to show up at my events?
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EmailQuestions
1. Create
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1. Create
The difference between email... and email marketing.
1. Create
Images are content too!90% of information processed by the brain is visual content
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Mmm...
Source: www.adweek.com
Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015 18
• Communicate through pictures – and make them clickable
• Keep key action above the scroll line
• Use design wisely (and limit choices!)
Communicate through Images
1. Create
ExpertiseEnvironmentBusiness
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Theme
1. Create
Focus on your….
You don’t have to be selling a product to include great visual content!
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1. Create
Stock photo sitesWorking with photos
• Choose the right size
• Avoid copyright issues
• Use your own photosor stock images
BigStock
http://www.bigstockphoto.com
StockVault.net http://www.stockvault.net
FreeImages.com http://www.freeimages.com
Source: Animoto, the 2015 Video Marketing Cheat SheetSource: The Power of Visual Content, Market Domination Media
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• Mention your video in the email subject line
• Consumers are 50% more likely to read emails that include video
• Keep videos under 90 seconds
• Use video for product demos, testimonials, promotions
1. Create
Make it engaging with videos
Agenda
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1. Create
2.Curate
3. Extend
4.Next steps
2. Curate
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2. Curate
Content curation is sharing content from other sources.
2. Curate
Where do you find it?• Check the news
• Read blogs
• Follow social media
• Google Alerts
• Subscribe to email lists
• Don’t forget to give credit to the original author or source!
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2. Curate
Share content created by others...• Employees
• Members/volunteers
• Partners/supporters
• Customer/clients
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Agenda
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1. Create
2.Curate
3. Extend
4.Next steps
3. Extend
3. Extend
Share it.
Email Social Media Sharing tools
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1. Send your invitations in advance
2. Hang flyers in your store
3. Post the event on Facebook
4. Offer VIPs special pricing
1. When to send your event invitations!
2. Tips for designing effective event flyers!
3. Promote your event on Facebook!
4. 5 things that VIPs want!
Email4 Tips On Selling More Tickets
For Your Next Event
...to Posts4 Tips On Selling More Tickets
For Your Next Event
3. Extend
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3. Extend
Repurpose and reuse.
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3. Extend
Email + Social Media = Increases customer reach
Reach your customers where they are.
Source: Visualistan, Latest Social Media Statistics Infographic
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Use the Share Bar
3. Extend
Increase click-through rates by 158%
Don’t be shy! Ask people to
like, share, retweet & pin
Add Social Media Buttons
3. Extend
Expand your reach with the Social Share tool.
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Agenda
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1. Create
2.Curate
3. Extend
4.Next steps
4. Next steps
Remember... write for your audience, not for you.
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4. Next steps
Use links and keep it relevant, short & focused.
Use analytics in the Constant Contact tools, to measure what works best. See who opened your email, when and what they clicked.
Pro Tips
3 Easy steps for creating content
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1 Find a
picture
2 Write a
paragraph
3Create a call
to action
Begin with your last customer
question
Resources
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Get started today…60-day free trial
www.constantcontact.com
Learn more...Local and online seminars
www.constantcontact.comScroll down to Seminars & Training
Find help...Constant Contact Marketing Resources
blogs.constantcontact.com/libraryCheck out blog posts, guides, videos, infographics,
recorded webinars and more!
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