Steve Robinson of Constant Contact talks about email marketing best practices and the 5 key factors to make your email marketing a success.

1. 5 Keys to Email Marketing
Copyright © 2011 Constant Contact, Inc.

2. Email Marketing Is…
 Delivering professional
email communications
 To an interested
audience
 Containing information
they find valuable
Copyright © 2011 Constant Contact, Inc. 2

3. Acquiring Customers
 Time… Money… Energy… Effort
 Takes 7 touches, on average, for a sale to occur
 Some buy right away
 Others research and try
 Some show interest but don’t trust you
$
1 2 3 4 5 6 7
Copyright © 2011 Constant Contact, Inc. 3

4. Converting Leads to Customers
Communications Impact
One-time touch
Immediate Purchaser Immediate Purchase
Interested (Buy Later) Unlikely to Return
Not Now (Maybe Later)
No Interest
Ongoing Interaction
Immediate Purchaser Follow-up Purchases
& introduce to other
products/services
Interested (Buy Later) Capture Interests
Not Now (Maybe Later) & Communicate
Regularly
No Interest Unlikely to Return
4 Copyright © 2011 Constant Contact, Inc.

5. 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. Flowtown, 2010
2. Bain and Company
Copyright © 2011 Constant Contact, Inc. 5

6. Basics of 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
 Gaining permission
 Do they know me?
 Do they care?
 Utilizing professional services
Copyright © 2011 Constant Contact, Inc. 6

7. Regular Email vs. Email Service
Provider
 Standard email programs
(e.g. Outlook, Hotmail)
 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
Copyright © 2011 Constant Contact, Inc. 7

8. Regular Email vs. Email Service
Provider
 Email marketing services
automate best practices
 Provide easy-to-use templates
 Reinforce brand identity
 Email addressed to recipient
only
 Manage lists – adding new
subscribers, handling bounce-
backs, removing unsubscribers
 Improve email delivery, track
results and obey the law
Copyright © 2011 Constant Contact, Inc. 8

9. Key #
Build Your List
1 With Permission
Copyright © 2011 Constant Contact, Inc.

10. Build Your List Where You
Connect
Incoming or Events Email Place of Business Online
Outgoing Calls and Meetings Signature Guest Book Presence
K Smitheen
4
2 3 5
1
57% of consumers will fill out
a card to receive email alerts
when asked to by a clerk at a
local small business.
Customer & Prospect Database
Source: Transact Media Group
Copyright © 2011 Constant Contact, Inc. 10

11. Types of Permission
Types of permission
Explicit: Opt in from your website or storefront
■ ―Join our mailing list‖
■ Single vs. Double Opt-in
Implicit: Requests for information / registration
forms, existing customer relationship
Note: Always make sure
to ask for permission
when collecting
information
Copyright © 2011 Constant Contact, Inc

12. Integrate Email Marketing and
Social Media Marketing
Make social media
Make a Join My Mailing buttons a consistent
List available on all part of all emails.
social media platforms.
Copyright © 2011 Constant Contact, Inc. 12

13. Key #
2 Set Your Objectives
Copyright © 2011 Constant Contact, Inc.

14. Content Has to Meet Your
Objectives
 ―I want to…‖
 Promote
 Motivate purchases
 Increase event attendance
 Inform
 Inform potential customers
 Differentiate my business
 Relate
 Increase loyalty
 Encourage more referrals
Copyright © 2011 Constant Contact, Inc. 14

15. Content Has to Have Value
to Your Audience
Promotional Email
Discounts, coupons,
offers, incentives.
Relational Email
Savings Special privileges,
acknowledgement
Knowledge Quality
Informative Email
Advice, research,
facts, opinions, tips
Copyright © 2011 Constant Contact, Inc. 15

16. Key #
Choose the Appropriate
3 Format & Frequency
Copyright © 2011 Constant Contact, Inc.

17. 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 business and sales cycle
 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
Copyright © 2011 Constant Contact, Inc. 17

18. Frequency & Delivery Time
 How often to send
 Create a master schedule – be consistent!
 Include frequency in online sign-up ―Monthly Newsletter‖
 Keep content concise and relevant to planned frequency
 Invest time to repurpose content on social channels
 When to send
 When is your audience most likely to read it?
 Day of week (Tuesday & Wednesday)
Get the maximum
 Time of day (10am to 3pm)
Impact with
 Test for timing Minimum intrusion.
 Divide your list into equal parts
 Send at different times and compare results
 Re-stimulate social conversations: repost, retweet
Copyright © 2011 Constant Contact, Inc. 18

19. Use NutshellMail to Engage,
on Your Time
Track your Page Insights
Sign up for a Free
NutshellMail Account.
www.nutshellmail.com
Read Fan comments
Reply from your Inbox
Copyright © 2011 Constant Contact, Inc. 19

20. Key #
4 Get Your Emails Opened
Copyright © 2011 Constant Contact, Inc.

21. Getting Email Opened
 The ―From‖ line – Do I know you?
 Use a name your audience
recognizes
 Include your organization Matt Long
Lynn.Mann@AOL.com
name or brand
Joe Hahn
Nancy Feldman
 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
Copyright © 2011 Constant Contact, Inc. 21

22. 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 Matt Long
of opening the email Lynn.Mann@AOL.com
Joe Hahn
 Capitalize and punctuate carefully Nancy Feldman
 Avoid copying the techniques
inherent in spam emails
Email messages that mention 30% of consumers say the Emails with shorter
Facebook in the Subject Line ―subject" line most often subject lines significantly
will have a 32% higher open determines whether they outperformed emails with
rate than those that don’t. open an email or delete it. longer subject lines.
-Worldata, 2011 Source: DoubleClick - MailerMailer
Copyright © 2011 Constant Contact, Inc. 22

23. Avoiding “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
SPAM
Misleading subject lines
Example: Typical spam ―From‖ and ―Subject‖ lines
Copyright © 2011 Constant Contact, Inc. 23

24. Key #
5 Create Compelling Content
Copyright © 2011 Constant Contact, Inc.

25. Coming Up With Valuable
Email and Social Content
 Share your expertise
 Use facts & testimonials
 Give guidance & directions
 Offer discounts & coupons
 Exclusivity & VIP status
 Hold contests & giveaways*
 Acknowledge your audience
* Check applicable regulations
before deciding to hold a
contest or giveaway
Copyright © 2011 Constant Contact, Inc. 25

26. Calling 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 © 2011 Constant Contact, Inc. 26

27. Extend the Reach of Your Email
 Make your content
shareable
 Encourage readers to Like
and Share your Email
across their social networks
 Use a sharebar to gain
insights into your contacts’
preferred channels in order
to repurpose and broadcast
your content
 Use a sharebar to collect
contacts wherever your
email is shared
Copyright © 2011 Constant Contact, Inc. 27

28. BONUS - Key #
6 Track Your Results
Copyright © 2011 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
Reporting Page
Copyright © 2011 Constant Contact, Inc. 29

30. Capitalize on Click-Throughs
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
Reporting Page
Copyright © 2011 Constant Contact, Inc. 30

31. Encourage and Reward Email
Forwards and Online Reviews
 Use your forward report to: Forwards
 Thank people who forward
your emails
 Learn about the value of
your email content
 Encourage online reviews
by those who forward your
emails
 Help your most passionate
customers spread the word
 Ask them to forward your
email and write online
reviews
Copyright © 2011 Constant Contact, Inc. 31

32. Measure Increases in Overall
Reach
Social Stats shows ―Shares‖ and ―Likes‖ for Shared Email Campaigns
Copyright © 2011 Constant Contact, Inc. 32

33. Take the Next Step
Email + Social =
Success, Guaranteed.
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 desk
or
Call toll-free: 866-876-8464
Attend a Free Webinar Get a Social Media Quickstart!
Learn more about how social media Get started building connections
marketing can help small business and through social media marketing,
nonprofits optimize marketing efforts. today!
constantcontact.com/learning-center socialquickstarter.com
Copyright © 2011 Constant Contact, Inc.

34. Thank You & Questions
Steve Robinson
Senior Regional Development Director | Illinois
srobinson@constantcontact.com
Search for Constant Contact Illinois
@ctctillinois
Search for Steve Robinson
Upcoming Seminars
www.constantcontact.com/illinois
Insight Provided by KnowHow
Visit: www.constantcontact.com/learning-center
Copyright © 2011 Constant Contact, Inc. 34

35. Customer Spotlight: Basket Thyme
List Size: 5,179
Open Rate: 33.9%
Location: Highland Park, IL
Customer Since: April, 2006
Website: www.basketthyme.com
 Sends frequent promotion campaigns as well as
announcements, event invitations and holiday
greetings.
 Uses reports to analyze success of campaigns.
 Professional look of templates helped establish
business presence and credibility.
 Sees immediate increase in business after sending
a campaign — sometimes by as much as 20%.
“Because I’ve gotten in front of my customers, they
remember me for their special occasions.”
Sue Monhait, owner
Copyright © 2011 Constant Contact, Inc.

36. Customer Spotlight: Chicago a
cappella
 List Size: 3,267
 Open Rate: 29.40%
 Location: Chicago, IL
 Customer Since: April, 2004
 Website: www.chicagoacappella.org
 Sends out monthly newsletter with concert
updates, behind-the-scenes info, and event
notices.
 Able to reach broader audience for less money.
 Appreciates CTCT customer support
responsiveness and Hints & Tips email
marketing best practices newsletter
 Enthusiastic response to special offer expanded
audience.
“Like most organizations we couldn’t survive
without effective email communications.“
Matt Greenberg, executive director
Copyright © 2011 Constant
Contact, Inc.

37. Customer Spotlight: Wesley Foundation
List Size: 291
Open Rate: 49%
Location: Urbana, IL
Customer Since: August 2006
Website: www.wesleyui.org
 Announces new projects and services
 Provides links to register for events
 Links to areas of interest on website
“With our pre-established email list there was no
database work that needed to be done and we
knew we wouldn't miss any of the daily
devotions. It is so nice letting our congregants
decide what they do and do not want to receive.‖
Robert Kirby,
Wesley Foundation

38. Customer Spotlight: Big Jones
List Size: 3237
Open Rate: 32.1%
Location: Chicago, IL & Suburbs
Customer Since: 2008
 Includes a mix of content in each email
 Closely monitors opens for each email and
compares to previous emails so they can
determine how to keep emails interesting
 All of our Constant Contact emails have links
to our Twitter, Facebook, and blog channels
“The best way we know that our emails are
effective is when customers talk to us in
person and tell us that they are dining with
us because of a special that we mentioned
in a recent email!”
Mark Armantrout
Big Jones Restaurants
Copyright © 2011 Constant Contact, Inc. 38

39. Customer Spotlight: Anchor Advisors
List Size: 713
Open Rate: 32.3%
Location: Chicago, IL
Customer Since: 2003
 Content is hard, and good content is really
hard. The key to having high quality, consistent
content is to get help
 Being concise is critical. We post just a
paragraph in the newsletter, then let them click
through to the website to see the rest
 My newsletter article is always content that I'm
also sharing in those other channels
“The newsletter helps to keep us top of mind and
to demonstrate expertise so that we can
SHOW and not just tell people about what we
do.”
Brad Farris
Anchor Advisors
Copyright © 2011 Constant Contact, Inc. 39

40. Customer Spotlight: Friends of the Parks
List Size: 713
Open Rate: 32.3%
Location: Chicago, IL
Customer Since: 2007
 Friends of the Parks is a nonprofit park advocacy group
dedicated to preserving, protecting, and improving
Chicago’s parks and forest preserves for all citizens.
 Using email tools to organize numerous volunteer work
days, including many around Earth Day – tree
plantings, clean-up days, etc.
 When using Outlook to manage email lists and send basic
text ―newsletters‖ to members and volunteers she knew
that she needed a better solution. After switching to
Constant Contact, what used to take her 30 minutes to
send, now takes her seconds.
“We switched to the smaller mailing, and are letting our email
and event marketing tools do the heavy lifting at a fraction
of the cost. We are saving a lot of money by using email.‖
Amy Donatell
Friends of the Parks
Copyright © 2011 Constant Contact, Inc. 40