The Power of the Inbox Tips and Tricks for Successful Email Marketing Constant Contact 2015
Welcome Susana Fonticoba Digital Marketing Strategy @ Right Click Advantage Email: Susana@RightClickAdvantage.com facebook.com/rightclickadvantage @RightClickAdv Constant Contact 2015
First impressions matter.
Should your first impression be this: Or this? 4
What is email marketing? Delivering professional email communications... to an interested audience... that looks great in any inbox! Containing information the recipient finds valuable...
What can it do for your business? Boost repeat business. Every time I send out an email, I an inquiry into tickets for a show, even if the show they re asking for isn t listed on the email. It let s us remind our customers that we re their source for group ticket Broadway Sales. Scott Mallalieu, GreatWhiteWay.com
Create and increase awareness. What can it do for your business? The emails you launch for us have really helped us spread the word about our product line and its true benefits for our customers. We couldn t have done this with just magazine ads. Lisa Williamson, AAdynTech LED Lighting
What can it do for your business? Drive revenue and profit. With that one email, we sold out our supply of our special new clasps for the pearl necklaces. Eli Goldwasser, Perfect Gems
People read it 88% regularly check email on their smartphones (more than social media or videos) 91% of people check their email daily Email is reliable Email gets delivered 90+% of the time; (Facebook posts reach just 2% of fans) Email works Why Email? Email marketing has 3x the conversion rate as social media For every $1 spent Because on email email marketing, works there is a everywhere. $44.25 average ROI Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com
Here s why it matters... Repeat customers buy more 81% say they are likely to make additional purchases online or in store as a result of targeted emails. Word of mouth > marketing Consumers are 71% more likely to make a purchase based on social media referrals. Email... It works! 82% of B2C small businesses say loyal customers are the #1 way they grow their business! Source/s: Harris Interactive; Hubspot; Brad Ferris, Triage Investing Blog; Constant Contact Small Business Growth Survey 10
1. Why email marketing? Email Marketing automates best practices for you and makes you look great! Provides beautiful, mobile responsive, easy to use templates Reinforces brand identity Emails addressed to recipient only Manages lists adding new subscribers, handling bounce backs, removing unsubscribes Ensures email delivery, tracks results and obeys the law
2. Harnessing the power of the inbox: Grow a healthy list Who are you sending to? Growing your list is all about how and where you ask. And yes, you have to.
How to Ask: The importance of permission Do they want to hear from you? Ask for permission to send them email Be straightforward Let them know what content to expect & how often Offer opt out Don t overwhelm Include the option to unsubscribe in every email Respect the privilege of communicating & plan strategically Follow Compliance Guidelines (CAN SPAM, CASL etc.) Clear & obvious permission on your sign up form Clearly identify the person, business or organization Include a valid mailing address & phone number, email or web address Inform them that they can unsubscribe any time Have a process to record express consent
Building your list Collect email addresses at events Add a QR code to your menu or table tents Print QR code on paper distribution materials Use a sidewalk sign to offer an incentive to subscribe inside At speaking engagements Sign up form on the bill or in a check presenter Use a fishbowl to collect business cards But really, just ask. 14
Tip: Use Text to Join to collect contacts SALONBELLA
2. Harnessing the power of the inbox: Grow a healthy list Why should I get your e news? let them know why and when to expect it. Ongoing education related to your product E book, whitepaper, guide VIP preference Updates on your mission Insider news or exclusive access Friends & Family discounts The #1 reason for an unsubscribe is irrelevant content. 16
2. Harnessing the power of the inbox: Creating great content Write for your audience, not for you. 17
2. Harnessing the power of the inbox: Creating great content Write for your audience, not for you. 38 % Unsubscribe if it s boring 32 % Send it to spam if it s irrelevant Source: MarketingSherpa 18
2. Harnessing the power of the inbox: Creating great content 0.08 Clicks per Link 0.07 0.06 Click Rate 0.05 0.04 0.03 0.02 0.01 0 1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930 Number of Links Fewer links, more clicks 1 most clicks 2 That s fine 3+ More confusion 5+ less to no clicks
2. Harnessing the power of the inbox: Creating great content Turn Questions 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? Into Content 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 20
2. Harnessing the power of the inbox: Creating great content Images are content too! 90% of information processed by the brain is visual content Mmm... Source: www.adweek.com 21
2. Harnessing the power of the inbox: Creating great content Communicate through Images Communicate through pictures and make them clickable Keep key action above the scroll line Use design wisely (and limit choices!) Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015 22
2. Harnessing the power of the inbox: Creating great content Working with photos Choose the right size Avoid copyright issues Use your own photos or stock images Stock photo sites BigStock http://www.bigstockphoto.com StockVault.net http://www.stockvault.net FreeImages.com http://www.freeimages.com 23
2. Harnessing the power of the inbox: Create a beautiful, mobile friendly template E News Frequency: Monthly / quarterly Content: Educational (often nonpromotional) Announcements Frequency: Event / date driven Content: Promotional or educational with targeted message Surveys, new products, special events Promotions Frequency: Bi weekly / monthly Content: Promotional / limited content Deals or coupons
2. Harnessing the power of the inbox: Create a beautiful, mobile friendly template Be recognizable. Everywhere. Email Website Be consistent with logo & branding colors Use images of your business, products & people Use consistent language Facebook 25
2. Harnessing the power of the inbox: Get your email opened Follow this simple recipe for success... 1. Single column template 2. Fewer than 3 Images 3. Around 20 lines of text 4. No more than 3 5 links 5. Action above the scroll line
2. Harnessing the power of the inbox: Get your email opened Recognized Sender: Who sent it? Compelling Subject: Is it worth reading? Good Timing: When was it received? Easy share options: Can I send to friends? Give them 4 reasons to pay attention.
2. Harnessing the power of the inbox: Get your email opened Who sent it? How do people know you best? Make your from name and from email recognizable. 28
than1/3 More of people open an email based on the subject line. Source: Inwise 29
2. Harnessing the power of the inbox: Get your email opened Is it worth reading? Identify your purpose in the subject line. 30
2. Harnessing the power of the inbox: Get your email opened Choose your words carefully. Avoid the following: Spam like terms Check your spam folder Use spam check button ALL CAPITAL LETTERS Excessive punctuation and symbols!!!,???, $$$ remove cash rates Click credit offers Get Win Fast! Act Now! now Refund Free income Save Urgent traffic dollars order home guaranteed Act Now! Purchase Fees money 31
2. Harnessing the power of the inbox: Get your email opened Size matters. Keep it clear, keep it clever, keep it short. 30 40 characters max typically appear on most mobile devices 6 10 words is best; 4 7 has greatest response Control first 11 18 words of pre header text to entice mobile readers 51% of email is opened on mobile devices Source: Litmus 32
2. Harnessing the power of the inbox: Get your email opened Timing is everything. Create a master schedule. How often? Keep the promises you made at signup (weekly, monthly, regular) Coordinate timing across email and social channels for maximum impact When it s urgent! What day and time? When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test, test, test 33
2. Harnessing the power of the inbox: Tracking your results Know what reporting matters Focus on the click through Use data to make your next decision Tracking your results...
2. Harnessing the power of the inbox: Tracking your results Open rate Know what metrics matter Click through rate Shares Pro: Indicates who is interested Con: Can be triggered automatically and be a false positive Opt outs Pro: Shows who is engaged and taking action Con: Only shows individual recipient action Pro: Illustrates the content your audience finds most valuable Con: Only part of the story without the click Bounce rate Pro: Gives you an opportunity to learn what s not working Pro: Helps you keep your list healthy and email deliverability rates high 35
2. Harnessing the power of the inbox: Tracking your results Making Decisions based on Metrics High open rate, low click through rate High open rate Make it even better: Find the best time & day Identify best keywords Segment your audience by interest Low click through rate Improve it by: Have a strong call to action Make email mobile friendly Keep email short Low open rate, high click through rate Low open rate Improve it by: Watch timing & frequency Write a strong subject line Send relevant, engaging content High click through rate Make it even better: Format links to stand out Offer links to preferred content Segment audience based on clicks 36
Nurturing relationships. Small business marketing is... Delivering on your promise. Getting measurable results. 37
How Can I help? Give it a test drive for 60 days Free Schedule a Free Consult with Right Click Advantage www.rightclickemailmarketing.com Buy your account NOW and I will create a custom template for you FREE! Plans start at $20/month NEVER a contract 100% Money Back Guarantee 38