Transcript Email Marketing for Success - Santa Cruz Public Libraries

Email Marketing for Success
Grow Your Business with Newsletters & Announcements
© Constant Contact 2015
Welcome!
Tracey Lee Davis
Constant Contact, Authorized Local Expert
ZingPop Social Media, Marketing Consultant
www.zingpopsocial.com
[email protected]
www.facebook.com/zingpopsocial
@traceylee47
© Constant Contact 2015
BE A MARKETER
All it takes is Constant Contact®
#BeaMarketer
At its core, marketing is
about getting results.
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1. What are campaigns, newsletters?
Agenda
2. Email Marketing
3. Email & Social: you have to use both!
4. Next Steps
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1. What are campaigns, newsletters?
1. What are campaigns, newsletters?
Agenda
2. Email Marketing
3. Email & Social: you have to use both!
4. Next Steps
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1. What are campaigns, newsletters?
What are campaigns?
Push content
Pull response
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1. What are campaigns, newsletters?
What is a newsletter?
Information – in the form of a picture, a paragraph, and a call to action.
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1. What are campaigns, newsletters?
Types of newsletters
What do you want to communicate?
Information /
Updates
Cards /
Announcements
Press
Releases
Business
Letters
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2. Email Marketing
1. What are campaigns, newsletters?
Agenda
2. Email Marketing
3. Email & Social: you have to use both!
4. Next Steps
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2. Email Marketing
Fundraisers Updates Surveys employees sales
holiday Events tips Education links Products menus
DISCOUNTS DATA STUDIES
community
news
LISTS deals
RESULTS
TUTORIALS RESOURCES
Donations OFFERINGS FAQs industry news coupons
research TESTIMONIALS Reports expertise
seasonal entertainment opinions
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2. Email Marketing
Fundraisers Updates Surveys employees sales
holiday Events tips Education links Products menus
DISCOUNTS DATA STUDIES
community
news
LISTS deals
RESULTS
TUTORIALS RESOURCES
Donations OFFERINGS FAQs industry news coupons
research TESTIMONIALS Reports expertise
seasonal entertainment opinions
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2. Email Marketing
HowLess
much
enough?
is is
more.
3 pictures or less
20 lines of text or less
Limit links to 1-2
More than ½ of emails are read on mobile
Source: http://news.constantcontact.com
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2. Email Marketing
Make it engaging with photos
• 82% of people pay more attention
to emails with pictures
• Spotlight your products, services,
employees and customers
• 3 or fewer images for highest click
through
• Use alt text and preheader text:
email readers may not see images
by default
• Don’t use images of your content
Source: ContentLEAD, Infographic: Anatomy of the Email Marketing Message, 2015
Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign
Effectiveness and Number of Images and Text Lines Featured, 2015
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2. Email Marketing
Make it engaging with videos
• 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
Source: Animoto, the 2015 Video Marketing Cheat Sheet
Source: The Power of Visual Content, Market Domination Media
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2. Email Marketing
Give your message impact. Use visuals.
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2. Email Marketing
Give your message impact. Use visuals.
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2. Email Marketing
But... use visuals carefully.
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2. Email Marketing
Make it easier on yourself
Repurpose everything
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2. Email Marketing
Three words to rule your world
as a marketer…
[because an email that isn’t opened isn’t effective]
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2. Email Marketing
Now, later or never
1. Who is your message from?
2. What is your subject / headline?
3. When do you send or post ?
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2. Email Marketing
Who is it from?
Winning the battle of priorities
How will you be most recognizable?
CAN-SPAM Act and CASL
CAN-SPAM Act: www.business.ftc.gov and search “CAN-SPAM”
CASL: fightspam.gc.ca
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2. Email Marketing
Who is it from?
The importance of consistency and recognition
Facebook
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2. Email Marketing
What’s the subject?
Winning the battle of priorities
SECONDS WORDS
TODAY
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2. Email Marketing
Subject lines... what would you change?
March Newsletter
Tomorrow: Need 3 Hammers – Can you help?
Joes’ Pet Store Newsletter
ALERT! Help your dog beat the heat!
Children’s Classes
Still time! Openings available for children’s classes
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2. Email Marketing
Timing is everything. When should you send it?
How often?
What day & time?
Monthly
is most common
When is your audience
most likely to take
the action you want?
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2. Email Marketing
When to send
How to test the day and time that’s best for you
Day:
Time:
1.Select three different audiences
2.Select three days in the week
3.Send your email and watch for the
best open rate
1.Use the same three audience lists
2.Select three times on the day with the
best open rate
3.Send your email at three different times
and watch for the best open rate
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2. Email Marketing
•Practical advice for your email...
More than half won’t see images by default
Text links get more clicks than buttons
Place your logo left or center in email
Include company name in text
Keep key action above scroll line
Limit your choices to 1-2 links
Make all images clickable & use text labels
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3. Email & Social: you have to use both!
1. What are campaigns, newsletters?
Agenda
2. Email Marketing
3. Email & Social: you have to use both!
4. Next Steps
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3. Email & Social: you have to use both!
Within a 5-year time span...
10% of small businesses
did social media marketing.
Source: www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business
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3. Email & Social: you have to use both!
That went up to
A whopping 87% of small businesses
using social media marketing!
Source: www.socialmediaexaminer.com/social-media-marketing-trends-for-small-business
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3. Email & Social: you have to use both
•It influences decisions
84% of social media users share to show their support for a cause
Source: New York Times
74% of shoppers use social media to guide purchases
Source: ODM Group
43% purchase a product shared or favorited by a friend
Source: Vision Critical
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3. Email & Social: you have to use both
Amplify your email...
Drive traffic back...
Facebook LinkedIn Twitter Pinterest
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3. Email & Social: you have to use both
La Provence: B2C
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3. Email & Social: you have to use both
Bisque Imports: B2B
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3. Email & Social: you have to use both
Canine Assistants: Nonprofit
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4. Next Steps
1. What are campaigns, newsletters?
Agenda
2. Email Marketing
3. Email & Social: you have to use both!
4. Next Steps
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4. Next Steps
Expand your reach, add a “Social Share” bar.
Use the Share Bar
Don’t be shy!
Ask people to
like, share,
retweet & pin
Add Social Media
Buttons
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Expand your reach, grow your list
4. Next Steps
Expand your reach, use a web-based sign up tool.
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4. Next Steps
Expand your reach with tools from Constant Contact.
Text to Join™
Scan to Join™
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4. Next Steps
Expand your reach with
contact-capture apps.
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4. Next Steps
Content calendar for all networks
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M
T
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7 Motivation
Monday
• Facebook
• Pinterest
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14 Motivation
Monday
• Facebook
• Pinterest
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21 Motivation
Monday
• Facebook
• Pinterest
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28 Motivation
Monday
• Facebook
• Pinterest
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W
2 Tips for Spring
• Newsletter
• Facebook
• Twitter
• LinkedIn
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T
3
F
4
S
5
Regular
Newsletter
Blog Post
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16 Staff Pics
• Facebook
• Instagram
• Newsletter
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24 Event Photos
• Facebook
• Twitter
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30 Newsletter
• Email
• Facebook
• Twitter
11 New Product
• Newsletter
• Facebook
• Twitter
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Theme Days
Multimedia
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News/
promotions
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Resources
Learn more...
Local and online seminars
www.constantcontact.com
Scroll down to Seminars & Training
Get started today…
60-day free trial
www.constantcontact.com
Find help...
Constant Contact Marketing Resources
blogs.constantcontact.com/library
Check out blog posts, guides, videos, infographics,
recorded webinars and more!
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Questions?
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