the power of marketing

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Britney Payne
5 years ago
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1 the power of marketing

2 Robyn Mather Founder, A Social State of Mind Authorized Local Expert Constant Contact, New England buzz@robynmather.com 2

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5 why ? because 95% of internet users between the ages of 18 and 64 send or read » emarketer 5

6 why ? it s cost-effective Direct Mail vs. for the same response, direct mail costs 20 TIMES as much as ROI: $44.05 returned for every $1 spent» Forrester Research, Inc. 6

7 why does work? because people open from those they know and trust 7

8 and simply delete everything else 8

core elements delivering a professional looking email to an

9 core elements delivering a professional looking to an interested audience containing information the recipient finds valuable. 9

10 how easy is it? 10

11 pick a template 11

12 gradient newsletter template 12

13 change the images 13

14 change the background 14

15 replicate your branding web 15

16 make easy to view: VAWP 16

17 make the connection Incoming or Outgoing Calls Events and Meetings Signature Place of Business Guest Book Online Presence 57% of consumers will fill out a card to receive alerts when asked to by a clerk at a local small business. Transact Media Group GROW YOUR CONTACTS DATABASE 17

18 1-minute networking ask for permission 18

19 be a trusted sender remind recipients why they are receiving an from you at the beginning of each message include unsubscribe or one-click opt-out line immediately handle unsubscribes (CAN-SPAM Act) monitor your frequency 19

frequency + delivery how often to send create a

when to send when is your audience most likely

20 frequency + delivery how often to send create a master schedule include frequency in online sign-up coordinate timing for maximum impact announcements / event invitations (as needed) when to send when is your audience most likely to read it? day of week time of day test, test, test 20

get email opened The from line use a name the recipient will

shorter the better be consistent 60% of consumers say the "from" line

21 get opened The from line use a name the recipient will recognize include your company name or brand clearer the better shorter the better be consistent 60% of consumers say the "from" line most often determines whether they open an or delete it. Source: DoubleClick 21

get email opened The subject line keep it short and simple you have 3 seconds or less 30-40 characters including spaces incorporate a specific

Spa: 5 openings this Sat Save 20% John Smith Sales Leader Our Brazilian Dark Roast That You Don t Want.

22 get opened The subject line keep it short and simple you have 3 seconds or less characters including spaces incorporate a specific benefit capitalize and punctuate Sumatra Coffee Shop Financial Planner Inc 2 tips for getting audited by the IRS carefully Jill s Spa Jill s Spa: 5 openings this Sat Save 20% John Smith Sales Leader Our Brazilian Dark Roast That You Don t Want... Special Offer for You Cold Calling Secrets that Really Wok 30% of consumers say the subject" line most often determines whether they open an or delete it. Source: DoubleClick 22

23 send engaging content share your expertise create exclusivity and VIP status acknowledge your audience entertain & be humorous use text, photos, podcasts, video use calls-to-action

24 call your audience to action instruct them to: subscribe to your blog share your content on social sites connect with your social sites print out a coupon/offer call/ you for information forward to a friend subscribe to your newsletter purchase/donate tell the reader WHAT to do, HOW to do it, and that you want them to do it right NOW!

keep content concise email only essential information link directly to the information use bullets or summaries give

25 keep content concise only essential information link directly to the information use bullets or summaries give instructions if necessary host the rest of the content on your website in a PDF document in a longer archived version

26 what gets tracked? blocking (81% delivered CC 98%) Lots of Things Number Sent Bounced Messages Delivery Rate Opens Clicks Forwards Unsubscribes Spam Complaints aol msn yahoo att 26

27 what influences the open rate? from / subject line delivery day / time list overuse, age, or quality device people are using images disabled 27

28 why did people click through? call-to-action compelling copy great offer want info Learn interests to better target your audience 28

29 subject line activity* decide what you want to send mimic magazine headlines apply a formula: e.g. number or? + adjective + keyword + promise bold promise: selling your house in a day apply the formula: How To Effortlessly Sell Your Home in Less than 24 Hours *time permitting 29

30 get more help, locally Interested in becoming a Solution Provider? Text BIZGROWTH to

what you could do next create your first email today constantcontact.

31 what you could do next create your first today constantcontact.com/ -marketing/signup.jsp call a coach to learn more toll free:

Leveraging Social Media. Copyright 2011 Constant Contact, Inc.

Leveraging Social Media. Copyright 2011 Constant Contact, Inc. Leveraging Social Media Introduction This presentation has three parts 1 2 3 Connecting to build customer relationships Informing people who will buy in to your message and share it with others Growing