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Poem handout2013 robyn mather 031313
- 1. the power ofe-mail marketing © 2012
- 2. Robyn Mather Founder, A Social State of Mind Authorized Local Expert Constant Contact, New England [email protected] www.facebook.com/socialstateofmind www.twitter.com/robynmather 2 © 2012
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- 5. why email? because… 95% of internet users between the ages of 18 and 64 send or read email » eMarketer 5 © 2012
- 6. why email? it’s cost-effective… DirectMail vs. Email • for the same response, direct mail costs 20 TIMES as much as email • email ROI: $44.05 returned for every $1 spent » Forrester Research, Inc. 6 © 2012
- 7. why does emailwork? because people open email from those they know and trust… 7 © 2012
- 8. …and simply deleteeverything else 8 © 2012
- 9. core elements delivering a professional looking email … …to an interested audience… …containing information the recipient finds valuable. 9 © 2012
- 10. how easy isit? 10 © 2012
- 11. pick a template 11 © 2012
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- 13. change the images 13 © 2012
- 14. change the background 14 © 2012
- 15. replicate your branding web email 15 © 2012
- 16. make easy toview: VAWP 16 © 2012
- 17. make the connection Incoming or Events Email Place of Business Online Outgoing Calls and Meetings Signature Guest Book Presence 57% of consumers will fill out a card to receive email alerts when asked to by a clerk at a local small business. GROW YOUR CONTACTS DATABASE Transact Media Group 17 © 2012
- 18. 1-minute networking –ask for permission 18 © 2012
- 19. be a trustedsender • remind recipients why they are receiving an email from you at the beginning of each message • include unsubscribe or one-click opt-out line • immediately handle unsubscribes (CAN-SPAM Act) • monitor your email frequency 19 © 2012
- 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 © 2012
- 21. get email opened • The “from” line – use a name the recipient will recognize – include your company name or brand 60% of consumers say the – clearer the better "from" line most often – shorter the better determines whether they open an email or delete it. – be consistent Source: DoubleClick 21 © 2012
- 22. get email opened • The “subject” line – keep it short and simple 30% of consumers say the – you have 3 seconds or less “subject" line most often determines whether they – 30-40 characters including open an email or delete it. spaces Source: DoubleClick – incorporate a specific benefit – capitalize and punctuate Jill’s Spa Sumatra Coffee Shop Jill’s Spa: 5 openings this Sat – Save 20% Our Brazilian Dark Roast That You Don’t Want... carefully Financial Planner Inc John Smith 2 tips for getting audited by the IRS Special Offer for You Sales Leader Cold Calling Secrets that Really Wok 22 © 2012
- 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 © 2012
- 24. call your audienceto 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/email you for information forward email 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! © 2012
- 25. keep content concise email 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 © 2012
- 26. what gets tracked? blocking (81% delivered – CC 98%) aol msn yahoo att Lots of Things… Number Sent Bounced Messages Delivery Rate Opens Clicks Forwards Unsubscribes Spam Complaints 26 © 2012
- 27. what influences theopen rate? – from / subject line – delivery day / time – list overuse, age, or quality – device people are using – images disabled 27 © 2012
- 28. why did peopleclick through? – call-to-action – compelling copy – great offer – want info Learn interests to better target your audience 28 © 2012
- 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 © 2012
- 30. get more help,locally http://marketplace.constantcontact.com Interested in becoming a Solution Provider? Text BIZGROWTH to 42828 30 © 2012
- 31. what you coulddo next… create your first email today… constantcontact.com/email-marketing/signup.jsp call a coach to learn more… toll free: 866.876.8464 31 © 2012