The Power of the Inbox Tips and Tricks for Successful Marketing. Constant Contact 2016
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1 The Power of the Inbox Tips and Tricks for Successful Marketing Constant Contact 2016
2 Welcome Reina Valenzuela, MBA CEO of Starfish Global Authorized Local Expert for Constant Contact Questions after the event? Constant Contact 2016
3 What is? What is marketing? Delivering professional communications to an interested audience containing information the recipient finds valuable that looks great in any inbox!
4 Why? What can it do for your business or organization? Create and increase cause and brand awareness. Boost repeat business and/or donations. Drive revenue and/or profit.
5 Agenda 1. Why marketing? 2. Harnessing the power of the inbox a. Growing a healthy list b. Creating great content c. Designing a beautiful, mobile- friendly template that matches your brand d. Getting your opened e. Tracking your results 3. Putting it all together 5
6 1. Why marketing? Agenda 1. Why marketing? 2. Harnessing the power of the inbox a. Growing a healthy list b. Creating great content c. Designing a beautiful, mobile- friendly template that matches your brand d. Getting your opened e. Tracking your results 3. Putting it all together 6
7 1. Why marketing? Q: What is the #1 app on smartphones? A: More than half of all s are opened on a mobile device More people own a cell phone than own a toothbrush! Source: Litmus
8 People read it 91% of people check their daily 88% regularly check on their smartphones Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey
9 It s reliable gets delivered 90+% of the time (Facebook posts reach just 2% of fans) Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey
10 1. Why marketing? First impressions matter. Should your first impression be
11 Should your first impression be this: this or this? Or this? 11
12 1. Why marketing? Why regular doesn t work Why regular doesn t work Limited sending No formatting control Susceptible to filters No cohesive branding Potential SPAM complaints No tracking or reporting 12
13 1. Why marketing? marketing best practices that make you look great! Constant Contact will automatically: Provide beautiful templates Reinforce brand identity Manage subscriptions Ensure delivery Track results Obey the law
14 2. Harnessing the power of the inbox: Grow a healthy list Agenda 1. Why marketing? 2. Harnessing the power of the inbox a. Growing a healthy list b. Creating great content c. Designing a beautiful, mobile- friendly template that matches your brand d. Getting your opened e. Tracking your results 3. Putting it all together 14
15 2. Harnessing the power of the inbox: Grow a healthy list Growing your list is all about how and where you ask. And yes, you have to.
16 How to Ask: The importance of permission Get express consent Be straightforward Offer opt- out Respect privacy Be legally compliant
17 Where to Ask: Everywhere you re online
18 Where to Ask: Everywhere else! Events Unchecked box QR codes Fishbowl Sidewalk signs But really, just ask. 18
19 2. Harnessing the power of the inbox: Grow a healthy list Don t forget - give them a reason to join your list and let them know when to expect it. Ongoing education VIP preference Insider news E- book, whitepaper Updates Discounts The #1 reason for an unsubscribe is irrelevant content. 19
20 2. Harnessing the power of the inbox: Creating great content Agenda 1. Why marketing? 2. Harnessing the power of the inbox a. Growing a healthy list b. Creating great content c. Designing a beautiful, mobile- friendly template that matches your brand d. Getting your opened e. Tracking your results 3. Putting it all together 20
21 2. Harnessing the power of the inbox: Creating great content Focus on being relevant Figure out how much is enough Turn questions into content Images are content too Put your readers interests ahead of your own.
22 2. Harnessing the power of the inbox: Creating great content Write for your audience, not for you. 38 % 32 % unsubscribe if it s boring send it to spam if it s irrelevant Source: MarketingSherpa 22
23 2. Harnessing the power of the inbox: Creating great content Write for your audience, not for you. 23
24 2. Harnessing the power of the inbox: Creating great content How much is enough? 3 pictures or less 20 lines of text or less Less is more. Source: 24
25 2. Harnessing the power of the inbox: Creating great content Communicate through Content Make images clickable Keep key action above the scroll Limit the choices! Source: Constant Contact Data Reveals Direct Correlation Between Campaign Effectiveness and Number of Images and Text Lines Featured,
26 2. Harnessing the power of the inbox: Create a beautiful, mobile- friendly template Agenda 1. Why marketing? 2. Harnessing the power of the inbox a. Growing a healthy list b. Creating great content c. Designing a beautiful, mobile- friendly template that matches your brand d. Getting your opened e. Tracking your results 3. Putting it all together 26
27 2. Harnessing the power of the inbox: Create a beautiful, mobile- friendly template Optimize for mobile Ensure consistent branding Look great and recognizably you in any inbox!
28 2. Harnessing the power of the inbox: Get your opened Simple recipe for success Single column template 2. Fewer than 3 images 3. Fewer than 20 lines of text 4. No more than 3-5 links 5. Action above the scroll line
29 2. Harnessing the power of the inbox: Get your opened Agenda 1. Why marketing? 2. Harnessing the power of the inbox a. Growing a healthy list b. Creating great content c. Designing a beautiful, mobile- friendly template that matches your brand d. Getting your opened e. Tracking your results 3. Putting it all together 29
30 2. Harnessing the power of the inbox: Get your opened Recognized Sender Compelling Subject Good Timing Easy Social Options Give them 4 reasons to pay attention.
31 Who sent it? How do people know you best? Make your from name and from recognizable. 31
32 2. Harnessing the power of the inbox: Get your opened Is it worth reading? Identify your purpose. Be clear, be clever and... 32
33 Size matters. Keep it short characters max 6-10 words max Control pre- header text Source: Litmus 33
34 2. Harnessing the power of the inbox: Get your opened Entice them. Use pre- header text Customize the message 34
35 35 Choose your words carefully. Fast! cash Act Now! Refund Click rates traffic now remove Get dollars Urgent Purchase Fees money Win guaranteed Free Act Now! offers order income Save home credit
36 2. Harnessing the power of the inbox: Get your opened Timing is everything. How often? Keep the promises you made Coordinate timing across channels Determine when it s urgent What day and time? Day of week (Monday - Wednesday) Time of day (10am to 3pm) Test, test, test 36
37 2. Harnessing the power of the inbox: Get your opened s with social media buttons increase click- through rates by 158% 37
38 2. Harnessing the power of the inbox: Tracking your results Agenda 1. Why marketing? 2. Harnessing the power of the inbox a. Growing a healthy list b. Creating great content c. Designing a beautiful, mobile- friendly template that matches your brand d. Getting your opened e. Tracking your results 3. Putting it all together 38
39 2. Harnessing the power of the inbox: Tracking your results Know what metrics matter Use data to make decisions Focus on the click through Stop shooting in the dark. Metrics shed light.
40 2. Harnessing the power of the inbox: Tracking your results OPENS Gauge interest Determine best day/time Industry averages: 8-28% 40
41 2. Harnessing the power of the inbox: Tracking your results DID NOT OPENS Re- engage audience Test new methods Industry averages: 72-92% 41
42 BOUNCES Identify bad addresses Maintain clean lists Industry average: 2-14% SPAM REPORTS Prevention methods Avoid getting blocked or Black Listed Zero tolerance 42
43 2. Harnessing the power of the inbox: Tracking your results Making decisions based on LOW metrics Low Opens Low Clicks Have recognizable from name Write interesting subject line Send timely s Have a strong call to action Keep short Send targeted s 43
44 2. Harnessing the power of the inbox: Tracking your results Making decisions based on HIGH metrics High Opens High Clicks Find the best time & day Identify best keywords Segment super fans Format links to stand out Offer links to preferred content Segment super clickers 44
45 3. Putting it all together Agenda 1. Why marketing? 2. Harnessing the power of the inbox a. Growing a healthy list b. Creating great content c. Designing a beautiful, mobile- friendly template that matches your brand d. Getting your opened e. Tracking your results 3. Putting it all together 45
46 Subject line: keep it short (8 words, 35 characters) Include your business name in from name text What an ideal looks like What an ideal looks like Write pre- header text to entice readers 3. Putting it all together Make your logo clickable to your website Communicate through images and make them clickable. Keep to 3 or fewer 46
47 Less is more. Focus on relevant content. About 20 lines of text. Include a clear call- to- action above the scroll line Minimize the number of links. One is best, after 3 clicks drop off significantly. Apply your brand colors Use social media buttons What an ideal looks like 47
48 3. Putting it all together Subject lines that describe the message and grab attention Concise and engaging content Clear Call- to- Action CTA button/link Organization s branding Powerful images 48
49 3. Putting it all together 49
50 3. Putting it all together A successful fundraising campaign: Prepare your website to receive donations and process payments Spread the word through all channels: Share its purpose, goal, and how to help Get social before, during and after directly and through advocates or ambassadors 50
51 The essence of marketing is... Nurturing relationships. Delivering on your promise. Getting measurable results. 51
52 3. Putting it all together You have an advantage. Your connection to your clients customers contributors and donors! Three simple steps to get started: 1. Get your contact list together. 2. Create and hit send! 3. Watch what happens
53 3. Putting it all together A successful fundraising campaign: Prepare your website to receive donations and to process payments Spread the word through all channels: Share its purpose, goals, and how to help Recruit advocates or ambassadors Get social before, during, and after 53
54 Thank You Reina Valenzuela, MBA CEO of Starfish Global Authorized Local Expert for Constant Contact Questions after the event? Constant Contact 2016
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