Post on 10-May-2015
description
Halfmoon YogaHalfmoon Yoga
B•B•Q
Campaigns That Drive Action: Newsletters & Announcements
Featuring email and social engagement.
© 2014
SMM Consultant & Trainer, Stellar Media Marketing
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Kelly Mirabella
Kelly@stellar247.com
facebook.com/Stellar247
@stellar247
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Grow with Constant Contact Get results fast, with affordable, easy-to-use
engagement marketing tools and free coaching.
Events & Registrations
Offers & Promotions
Newsletters & Announcements
Feedback & Surveys
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Agenda
! What are campaigns, newsletters?
! Email + Social: you have to use both!
! Next Steps
Campaigns & Newsletters | Email | Email + Social | Next Steps
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! marketing
Campaigns & Newsletters
At its core, marketing is about eliciting a physical and measureable
response
pull response 7
Campaigns & Newsletters
What is a campaign?
push content
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Campaigns & Newsletters
What is a newsletter?
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Campaigns & Newsletters
Different types of newsletters
Newsletters
Keep your audience in-the-know Card or announcement
WOW!
Custom code email
101001
Business letter
Press release
Campaigns & Newsletters | Email | Email + Social | What’s Next?
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! What you know that they don’t ! What you have access to that they don’t ! “Original” isn’t required… just be interesting
and relevant
What do I write about?
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How much is enough?
Focus. Less is more.
? 51%
November 2013
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A picture is worth...
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Use images carefully!
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Repurpose & Reuse
Campaign exercise… 1 Select 1 or 2 campaign types you might want to try
2 What might you write about?
3 Which channels make sense for you and your campaign and your message?
! Who is it “from?” ! What’s the “subject?” ! When do you send
your communication?
Now, later or never Three little words that rule your world
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Who is it from? Winning the battle of priorities
CAN-SPAM Act go to www.business.ftc.gov and search “CAN-SPAM”
How will you be most recognizable?
Canadian presenters: Hide this slide and use
the next one to refer to CASL
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Who is it from? Winning the battle of priorities
CASL go to fightspam.gc.ca to learn more
How will you be most recognizable?
Canadian presenters: Use
this slide to reference CASL
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Look great Brand consistency
Subject line Winning the battle of priorities
2 SECONDS 2 WORDS 2 TODAY
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Winning the battle of priorities
Tomorrow: Need 3 Hammers – Can You Help?
Joe’s Pet Store Newsletter ALERT: Help your dog beat the heat!
Children’s Classes Still time! Openings available for children’s classes.
March Newsletter
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! Monthly is most common ! Ask yourself: “When are my
readers likely to take the action I want?”
When to send
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Find your best day
Send your e-mail, watch for best response
Select 3 days in the week to test
Divide your list into 3 groups of people
1
2
3
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Find your best time
Select 3 times on the day with the best results
Use same 3 groups of people
Send email at 3 different times of day, note time with best results
1
2
3
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When to send or post Do not be romanced by a high open rate –measure actions!
Campaigns & Newsletters | Email | Email + Social | Next Steps
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Email + Social
Then vs. now Social media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
% of small businesses using social media marketing
10%
2008
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Email + Social
Then vs. now Social media marketing for small businesses
source: Constant Contact Small Businesses Then & Now study
% of small businesses using social media marketing
87%
2013
Email + Social
It influences decisions
74%
Rely on social networks to guide purchase decisions source: Fedelta
55%
Share purchases on social networks source: Fedelta
68%
Learn more about a charity if they see a friend posting about it source: MDG Advertising
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Email + Social
Email & Social You have to use both
Drive traffic back to your list, email, etc...
Amplify your email
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Email + Social
Email + Social
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Email + Social
Email + Social
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Email + Social
Email + Social
Campaigns & Newsletters | Email | Email + Social | Next Steps
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Next Steps
Tools to expand your reach Simple Share tool
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Next Steps
Tools to expand your reach Social media buttons
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! At register ! With the check at end of
the meal ! On registration forms
Next Steps
Tools to expand your reach Offline
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! Web sign-up tool (app for website, Facebook, etc)
Next Steps
Tools to expand your list Online
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Next Steps
Tools to expand your list
Text to Join™ from Constant Contact
TXT
Scan to Join™ from Constant Contact
UK and Canadian presenters: HIDE this slide if these tools still aren’t
available in your countries
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Next Steps
Tools to expand your list
Apps
Content calendar for all channels S M T W T F S
1 2 Tips for Spring • Newsletter • Facebook • Twitter • LinkedIn
3 4 5
6 7 Motivation Monday • Facebook • Pinterest
8 9 10 11 New Product • Newsletter • Facebook • Twitter
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13 14 Motivation Monday • Facebook • Pinterest
15 16 Staff Pics • Facebook • Instagram • Newsletter
17 18 19
20 21 Motivation Monday • Facebook • Pinterest
22 23 24 Event Photos • Facebook • Twitter
25 26
27 28 Motivation Monday • Facebook • Pinterest
29 Sale • Newsletter • Facebook • Twitter
30 Newsletter • Email • Facebook • Twitter
regular newsletter
blog post
theme days
multimedia
news/promotions
Halfmoon YogaHalfmoon Yoga
B•B•Q
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© 2014