Post on 06-Apr-2017
© Constant Contact 2015
The Power of the InboxTips and Tricks for Successful Email Marketing
© Constant Contact 2015
Debbie RinckeyOwner – Market Wise – Designing Your Online StrategiesAuthorized Local Expert – Constant Contact
Welcome
907-229-2470/ kathy@kdprvirtual.com
Kathy Day, APROwner – Kathy Day Public Relations (KD/PR) Virtual Authorized Local Expert – Constant Contact
907-862-0319 / drinckey@mtaonline.net
First impressionsmatter.
4
Should your first impression be this: Or this?
What is email marketing?Delivering professional email communications...to an
interested audience...
Containing information the recipient finds valuable...
that looks great in any
inbox!
What can it do for your business?
“Every time I send out an email, I get a sale in 15 minutes. Overall, I get up to four times as many sales with these newsletters
than I did with my old ones, and they’ve gone from about $50 per order to $100.”
- Irene Schmoller, founder Cotton Clouds
Boost repeat business.
What can it do for your business?Create and increase
awareness.“The emails are an important reinforcement of brand. I get calls from people I’ve never met all the time. They get the newsletter, or a friend of theirs
gets the newsletter, and they know I’m the person to call. It really helps establish
credibility upfront.” - Brandon Stewart, realtor at David Griffin & Company Realtors
What can it do for your business?Drive revenue and profit.
“It has definitely been the easiest way to reach people. If we have a slower day and know that we want to reach local people,
we can create a quick email and will get at least a few calls right away.”
- Christine Copertino, spa director for Allegria Spa
You need to harness the power of the inbox.
Are you ready?
10
Agenda
1.Why email marketing?2.Harnessing the power of the inbox
a.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-friendly
template that matches your brandd.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results
3.Putting it all together
11
Agenda
1.Why email marketing?2.Harnessing the power of the inbox
a.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-friendly
template that matches your brandd.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results
3.Putting it all together
A: EmailMore than half of all emails are opened on a mobile device
Q: What is the #1 app on cell phones?
More people own a cell phone than own a toothbrush!
Source: Litmus
1. Why email marketing?
Why Email? Because email works everywhere.
People read it88% regularly check email on their smartphones (more than social
media or videos)91% of people check their email daily
Email is reliableEmail gets delivered 90+% of the time; (Facebook posts reach just
2% of fans)Email works
Email marketing has 3x the conversion rate as social media For every $1 spent on email marketing, there is a $44.25
average ROISource/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com
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• Limited # of emails sent at once
• No formatting control• List break up more
susceptible to filters• No cohesive branding• Potential SPAM complaints• No tracking and reporting of
email results
1. Why email marketing?
Why regular email doesn’t work
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
1. Why email marketing?
19
Agenda
1.Why email marketing?2.Harnessing the power of the
inboxa.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-friendly
template that matches your brandd.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results
3.Putting it all together
2. Harnessing the power of the inbox: Grow a healthy list
Growing your list is all about how and where you ask.
And yes, you have to.
Ask for permission to send them email Get express consent
Include the option to unsubscribe in every emailOffer opt-out
Let them know what content to expect & follow throughBe straightforward
Post your privacy policy – it adds credibilityRespect privacy
Respect the privilege of communicating & plan strategicallyDon’t overwhelm• 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
Follow Compliance Guidelines (CAN-SPAM, CASL etc.)
How to Ask: The importance of permission
22
1
2
3
Where to Ask: Everywhere you’re online
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Collect email addresses
at eventsAt speaking
engagements
Sign up form on the bill or in a
check presenterAdd a QR code
to your menu or table tents
Print QR code on paper
distribution materials
Use a ‘fishbowl’ to collect
business cardsUse a sidewalk sign to offer an
incentive to subscribe inside
But really, just ask.
Where to Ask: Everywhere else!
SALONBELLASALONBELLA
Tip: Use Text-to-Join to collect contacts
25
Don’t forget - give them a reason to join your list
and let them know when to expect it.Ongoing education
related to your product
VIP preference Insider news or exclusive access
E-book, whitepaper, guide
2. Harnessing the power of the inbox: Grow a healthy list
Updates on your mission
Friends & Family discounts
The #1 reason for an unsubscribe is irrelevant content.
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Agenda
1.Why email marketing?2.Harnessing the power of the inbox
a.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-friendly
template that matches your brandd.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results
3.Putting it all together
It’s not always about you. It’s about what you know, or what you have
access to.
2. Harnessing the power of the inbox: Creating great content
Focus on being
relevantFigure out how much
is “enough”Turn
questions into content
Images are content too
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Write for your audience, not for you. 2. Harnessing the power of the inbox: Creating great content
29
Write for your audience, not for you. 2. Harnessing the power of the inbox: Creating great content
38% Unsubscribe if it’s boring
Source: MarketingSherpa
32%
Send it to spam if it’s irrelevant
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20 lines of text or less
Less is more.How much is enough?2. Harnessing the power of the inbox: Creating great content
Source: http://news.constantcontact.com
3 pictures or less
Fewer links,more clicks
2. Harnessing the power of the inbox: Creating great content
steep decline
3+most clicks
1eh... okay
2less to no clicks
5+
Clicks per Link
1 3 5 7 9 11 13 15 17 19 21 23 25 27 290
0.010.020.030.040.050.060.070.08
Number of Links
Clic
k R
ate
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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
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
Turn Questions…
2. Harnessing the power of the inbox: Creating great content
Source: www.adweek.com 33
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...
34Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 2015
• Communicate through pictures – and make them clickable
• Keep key action above the scroll line
• Use design wisely (and limit choices!)
Communicate through Images2. Harnessing the power of the inbox: Creating great content
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2. Harnessing the power of the inbox: Creating great content
Stock photo sitesWorking with photos
• Choose the right size• Avoid copyright issues• Use your own photos
or stock images
BigStockhttp://www.bigstockphoto.com
StockVault.net http://www.stockvault.net
FreeImages.com http://www.freeimages.com
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Agenda
1.Why email marketing?2.Harnessing the power of the inbox
a.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-
friendly template that matches your brand
d.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results
3.Putting it all together
Look great – and recognizably you – in any inbox!
2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template
Select a mobile-friendly template
that matches your message
Make sure your brand is
consistent everywhere
Frequency: Bi-weekly / monthly
Content: Promotional / limited
contentDeals or coupons
PromotionsFrequency:
Event / date drivenContent:
Promotional or educational with
targeted message Surveys, new
products, special events
Announcements
2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template
Frequency: Monthly / quarterly
Content: Educational (often non-promotional)
Newsletters
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2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template
• Be consistent with logo & branding colors
• Use images of your business, products & people
• Use consistent language
EmailWebsite
Be recognizable. Everywhere.
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2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template
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Agenda
1.Why email marketing?2.Harnessing the power of the inbox
a.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-friendly
template that matches your brandd.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results
3.Putting it all together
2. Harnessing the power of the inbox: Get your email opened
1.Single column template2.Fewer than 3 Images3.Fewer than 20 lines of text4.No more than 3-5 links5.Action above the scroll line
Follow this simple recipe for success...
Give them 4 reasons to pay attention.
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?”
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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.
45Source: Inwise
open an email based on the subject line.
More than1/3 of people
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2. Harnessing the power of the inbox: Get your email opened
Is it worth reading?Identify your purpose. Be clear, be clever and...
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Entice them.• Use “teaser” text • Customize the message
2. Harnessing the power of the inbox: Get your email opened
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Avoid the following:• Spam-like terms
• Check your spam folder• Use spam-check button
• ALL CAPITAL LETTERS• Excessive punctuation and symbols !!!, ???, $$$
Choose your words carefully.
Freecredit
Saveoffers
Click
incometraffic
nowcash
orderrates
Urgent
Act Now!
Act Now!
Gethome
dollarsFast!
guaranteed
FeesPurchasemoney
Refund
Winremove
2. Harnessing the power of the inbox: Get your email opened
Source: Litmus 49
2. Harnessing the power of the inbox: Get your email opened
30-40 characters max typically appear on most mobile devices6-10 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
•Size matters. Keep it clear, keep it clever, keep it short.
Timing is everything. Create a master schedule.
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2. Harnessing the power of the inbox: Get your email opened
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!
• When is your audience most likely to read it?
• Day of week (Tuesday & Wednesday)
• Time of day (10am to 3pm)
• Test, test, test
What day and time?
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Monday Tuesday Wednesday Thursday Friday
RestaurantsAccountants & Financial Advisors
Hotels, Inns, B&Bs
Religious Organization
sArts & Crafts
When is it best to send emails?
7:00 am 6:00 am 7:00 am 12:00 pm
5:00 am
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2. Harnessing the power of the inbox: Get your email opened
Get to know what’s right for you...
How to test the day and time that works.Time:1.Use the same two audience lists2.Select two times on the day
with the best open rate3.Send your email different times
and watch for the best open rate
Day:1.Select two different audiences2.Select two days in the week3.Send your email and watch for
the best open rate
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• Use the Share Bar• Ask people to like, share,
retweet, pin• Add social media buttons
2. Harnessing the power of the inbox: Get your email opened
Emails with social sharing buttons increase click-through rates by
158%
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Agenda
1.Why email marketing?2.Harnessing the power of the inbox
a.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-friendly
template that matches your brandd.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results
3.Putting it all together
You receive...
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Automation tools are good for you and them
Your customers receive...
Clicks & downloadsBring visitors to the doorPrompt reservationsEncourage calls
Coupons & discountsVideos, guides, e-
books
Support & assistance
Information & tips
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Automation campaigns can help send what you wish you had the time to send.
1. What is an automation campaign?
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1. What is an automation campaign?
Autoresponder Welcome!
Autoresponder works while you do.
How does it work?
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1. What is an automation campaign?
Subscriber joins via web sign-up (QR code, Text-to-Join, Facebook app) or you manually add them to a listA birthday email can be sent in advance of one’s special day
A special message can be sent in advance of milestone date
In a series, previous email sent triggers next in queue
When a contact is added to a list
Birthday event
Anniversary event
Previous email
Actions that trigger emails to send messages to new subscribers:
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1. What is an automation campaign?
Automation
List Join Triggers
Welcome Emails
Autoresponder Date Based
AnniversaryBirthday
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1. What is an automation campaign?
Date-based automation
List Join automation
Series of messages sent to new subscribers
Messages initiate when prospects join
mailing list Triggered by subscription
One message sent to existing customers Messages initiate on
special dates/occasions
Triggered by data in contact record
Created in advance for marketing Short, sweet & evergreenContains onecall-to-action
EmailWebsite
Social Media
Make a lasting impression. Every time.
Offer an incentive to join your mailing list – then make it easy
1. What is an automation campaign?
They subscribe!Autoresponder
delivers incentive immediately
Subscriber takes action by
redeeming coupon
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2. How do you know if you should use one?
If you answer ‘yes’ to any of these questions…Autoresponder may be right for you
Do you send the same introductory information over & over?Do you neglect to send information to new subscribers?Do you believe each subscriber should receive a friendly welcome? Do you want to create a lasting first impression immediately?Do you have specialized sub-audiences with varying interests?Do you want to celebrate customers’ birthdays?Do you want to send annual reminders?
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2. How do you know if you should use one?
60%
Source: Fleishman-Hillard ChiefMarketer.com
higher open rates reported when new subscribers received Welcome Email
89%
of consumers turn to search engines to research products or services before purchasing
Use Automation Campaigns.
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Identify the goal. Strategize.
3a. Identify the goal of an autoresponder series
A B
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3b. Segmentation
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Segment lists by your audience’s interests
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Event AnnouncementsFree Shipping Special Offers and
Discounts
Free ShippingFree Shipping
New Product Announcements
Event Announcements
Project Guides, Blogs
Generalized InterestSpecial Offers and
Discounts
Free Shipping
Special Offers and Discounts
Generalized Interest
New Product Announcements
Generalized Interest
Project Guides, Blogs
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3c. Use evergreen content
Identify what you can offer - you have plentyRecord a video
series via smartphone
Coupons, promo codes,
consultations or gifts
A special recipeHighlight products,
services, employees with
imagesShare a collage of
photos Link to an
informative blog post
Access to an e-book, webinar or
podcastA handout, cheat-sheet or How-To
guide
Tell your story in installments
Make it timeless. Make it evergreen.
It is timeless, it never expires
It includes goal-driven calls-to-
actionIt’s short & sweet; informative, useful
& timely
Make it your best content.
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3. Timing Best Practices
Scheduling your messages.
Weekly?Monthly? Bi-
weekly?Occasionally?
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4. How others use automation tools
B2BWhatever you do…don’t forget The Welcome Email!
B2C Non-profit
75
S M T W T F S1 2 3 4 5
6 7Regular
Newsletter
8 9 10 11Spring Patterns
Promotion - $3.99/2 patterns
12
13 14 15 16 17 18 19
20 21Subscribed:
Welcome Email 2 free patterns
22 Share social
media networks: YouTube, Facebook, Pinterest,
Instagram & Our Company Story
23LJ Partners
Reseller Program & Links & Sew
Powerful Charity Foundation -
Zambia
24Introduction to Pixie Packs & Pixie Perks
Rewards Program
25“Buy 2 Get 1
Free" coupon for $3.99 patterns,
Promo Code: onetimegift
26
27Regular
Newsletter
28 291 week follow-up
+ link to free tutorials
30
3. Timing Best Practices
Autoresponder Strategy Calendar – Liberty Jane Clothing – B2CNew Subscriber
Request to connect via social
Blog post/resource links
Regular newsletter
Promotion of products or services
Coupons/offers/promotions
Autoresponder Series
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4. How others use automation tools
B2C example: Liberty Jane Clothing
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4. How others use automation tools
B2C example: Liberty Jane Clothing
78
4. How others use automation tools
B2C example: Liberty Jane Clothing
79
4. How others use automation tools
B2C example: Liberty Jane Clothing
80
4. How others use automation tools
B2C example: Liberty Jane Clothing
81
4. How others use automation tools
B2C example: Liberty Jane Clothing
82
S M T W T F S1 2
Regular Newsletter
3 4 5
6 7 8 9 10 11 12Subscriber joined today
13 14Learn How to Gain Contacts & What Content to Write
15 16 17 Subject Lines & Goal-Oriented Strategy
18 19
20 21 22 Simple Messages + Integrating Email into Marketing Plan
23 24List Building Mastery Class Code
25 26
27 28Regular
Newsletter
29 30
3. Timing Best Practices
Autoresponder Strategy Calendar – Building Aspirations – B2BNew Subscriber
Request to connect via social
Blog post/resource links
Regular newsletter
Promotion of products or services
Coupons/offers/promotions
Autoresponder Series
83
4. How others use automation tools
B2B example: Building AspirationsWelcome Email: Sent Immediately
1st Automated Email: Sent day 3
2nd Automated Email: Sent day 6
3rd Automated Email: Sent day 11
84
S M T W T F S1 2 3 4 5
6Subscriber joined today! Send Welcome Email
7Additional introduction video from founders
8 9 Wildfire damage and controlled reforestation video
10 11How we reforest and rebuild ecosystems
12
13 14 15Request to connect via social
16 17 Where to donate, how to volunteer, donation match program
18 19
20 21 22 23Regular Newsletter
24 25 26
27 28Fundraiser Invitation
29 30
3. Timing Best Practices
New Subscriber
Request to connect via social
Blog post/resource links
Regular newsletter
Promotion of products or services
Coupons/offers/promotions
Autoresponder Strategy Calendar – The Leaf Line Project – Non-Profit
Autoresponder Series
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4. How others use automation tools
Non-profit example: The Leaf Line Project
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3. How to use it the right way
Remind that they subscribed – provide clear way to unsubscribe
Tell them how many emails they can expect
Set email to send immediately after joining
Offer an attractive ‘Thank You’ offer in initial email
Neglect to remind them, neglect to include clear way to unsubscribe
Send a lot of info in one email they have to sift through
Forget to create this ‘evergreen’ immediate follow-up message!
Forget to introduce your brand with your colors, logo, from name & mission statement
Do these... Do not do these...
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Next Steps
1.Determine how automation could be used
2.Identify call-to-action goals3.Create segmented lists4.Use evergreen content 5.Determine the timing
5. Next Steps
88
Agenda
1.Why email marketing?2.Harnessing the power of the inbox
a.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-friendly
template that matches your brandd.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results
3.Putting it all together
What & Why
The importance of listening“I’d spend more if the customerservice was better.”
“If I have a good experience, I definitely tell my friends.”
“I don’t worry as much about the prices if the experience is great.”
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• What do you need to know to help you take action or to make your business more successful?
• Pick one thing and ask questions about that thing…be focused.
• Every question you ask should already have a possible action associated with it.
What & Why
Know your objective
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What & Why
Know your objective
Do they like our product?(i.e. Do you like our orange juice?)
Do you think our Homestyle OJ is more or less bitter than other brands?
Did they like our event?
Did they like the layout of our event venue?Was the program too short, too long, or just right?Do you prefer a plated dinner or a buffet?
Find out if our Facebook fans prefer pictures or links to articlesFind out if people read our Facebook posts
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• Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.)
• Objective (Better): Identify how I could use social media to better engage with my customers.
What & Why
Scenario #1
Sample question (answer choices)
What social platforms do you use?(Facebook, Twitter, LinkedIn, Google+, Pinterest)
Possible actions based on response
Re-focus social media strategy on most popular channel.
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• Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.)
• Objective (Better): Identify how I could use social media to better engage with my customers.
What & Why
Scenario #1
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What kind of content do you look for on social media?(articles, pictures of friends or organizations youfollow, deals/coupons, jokes, quick tips, other)
Develop desired content and feature in our social posts…also use results to build content for newsletter.
Sample question (answer choices) Possible actions based on response
How often do you expect to see new content posted?(daily, 2-3x per week, weekly, 2x per month, monthly)
Develop posting schedule to match desired frequency.newsletter.
Sample question (answer choices) Possible actions based on response
• Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.)
• Objective (Better): Identify how I could use social media to better engage with my customers.
What & Why
Scenario #1
94
• Objective (OK): I want to figure out how to get more people to my events.• Objective (Better): Survey past registrants that didn’t show up, and figure out what
would encourage them to attend.
What & Why
Scenario #2
96
Sample question (answer choices)
To which area would you most likely travel to attend an event?(in the city, western suburbs, our store, dinner cruise)
Possible actions based on response
Start investigating venues in the area of the greatest response.
What kind of entertainment would you be most interested to see?(comedian, musician, performance artist, other)
Leverage local network to find talent based on responses.
Sample question (answer choices) Possible actions based on response
• Objective (OK): I want to figure out how to get more people to my events.• Objective (Better): Survey past registrants that didn’t show up, and figure out what
would encourage them to attend.
What & Why
Scenario #2
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• Objective (OK): I want to figure out how to get more people to my events.• Objective (Better): Survey past registrants that didn’t show up, and figure out what
would encourage them to attend.
What & Why
Scenario #2
98
At what time of day are you most likely to attend?(morning, afternoon, early evening, late evening)
Develop venue strategy and pricing based on responses.
Sample question (answer choices) Possible actions based on response
100
What & Why
Types of Surveys• Sent through email and/or social media• Get feedback, segment your audience by
interest• Can be longer, but don’t have to be
Surveys
• Good for quick insight on one question• Pushed out through email, on your website or
through social mediaPolls
• Ask for feedback on a specific product or experience
• Ask readers to rate your organization (directly or on a review site)
Reviews
Structure & Questions
Reasons for Surveys
Employee needs Customer profiles All about events
Relevance Customer experience Customer satisfaction
101
Structure & Questions
Got questions?Response rate
# of questions
102
Close-ended• Easy to answer• Easy to analyze and allow for great comparison
• Ensure scales are balanced and clear
Structure & Questions
Got questions?SURVEY
103
Open-ended• Not limited by options• Provide deeper insights• Harder to answer = respondent fatigue
• Harder to analyze, time-consuming to evaluate
• Limits comparison
Structure & Questions
Got questions?
SURVEY“Do you have any suggestions for improving our products?”
Answer up to 1,000 charactersAvoid a common mistake:
Using too many open-ended questions.
104
Structure & Questions
Question tips
How would you rate Joe Dimaggio’s career?
Are you very satisfied or very dissatisfied with us?
(limits evaluation)
Overall, how satisfied are you with us?
What suggestions do you have for improving Tom’s Tomato Juice?
(too general)
What suggestions do you have for improving the taste of Tom’s Tomato Juice?
How would you rate the career of legendary outfielder Joe Dimaggio?
(leading question)
105
Structure & Questions
Question tips
You found the service to be _____(provide 3-4 choices)
How would you rate the food and the entertainment at the event?
(double-barreled question)
How would you rate the food?How would you rate the entertainment?
How well did the RDD explain the use of CTAs to drive CTs?
(jargon, abbreviations)
How effectively did the speaker explain calls to action?
What did you think of the service?
(harder to compare results)
106
• Make your first question easy to answer.• Place your most important questions up front.• Ask for profile and demographic information at the end.
• Explain why you need the information.• Keep it simple…don’t get too personal.• Don’t make these questions mandatory.
Structure & Questions
Question tips
107
108
How long is long enough?
203 ?204 ?205 ?206 ?207 ?208 ?209 ?210 ?211 ?212 ?213 ?214 ?
• Don’t ask questions that aren’t relevant
• Don’t ask two questions if one question is enough
• Don’t ask too many open-ended questions (which feel longer)
• Don’t ask too many demographic questions…
109
How long is long enough?
• Do have no more than 10-12 questions.
• Do ask multiple-choice questions (feels shorter).
• Do limit open-ended questions to no more than 3.
• Do target a 5-8 minute completion time.
• Take it yourself!
• On the fly (as you need to know something)
When & Who
When to survey?
?
?
?
110
• After an interaction
When & Who
When to survey?
Event
Survey
111
• Regularly scheduled
When & Who
When to survey?
112
113
When & Who
Categorize your audience
Regular customers or donors
VIPs
Seasonal customers or supporters
New!
114
When & Who
Segment your audience
Longer survey of entire group
JanuaryShort survey of small segment of group
MayShort survey of small segment of group
September
Results & Follow-up
Get the word out
TXT
115
Results & Follow-up
Hurry up and wait!50%
or moreof survey responses come back the first day.
88%of responses will be submitted in the first week.
2weeks
is generally enough time to leave the survey open to maximize responses.
116
117
Results & Follow-up
I’m finished. Now what?
Send respondents to a website where they can access an incentive, register for your next event, review testimonials, etc.
Send respondents to a closing page where you can thank them, provide access to an incentive, share info on distribution of results
118
Results & Follow-up
Results should inspire actionReview and
analyze
1Spot
trends
2Create an
action plan
3
Follow up with people
4Survey again!
5
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Results & Follow-up
Review statistics and data
%• Ensure staff is trained to redeem or honor offers
and coupons.
• Collect list sign-ups at redemption.
• Collect information about their experience with the deal.
• Use the same tools to follow up: email, social media and surveys.
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• Introduce new services, products, programs• Improve your website• Make communications more relevant• Attract new customers, clients, donors• Segment your audience for better targeting
Results & Follow-up
Create an action plan from results
121
Engage in conversation
2
SUBMIT
1SURVEY
Pull insights
THANK YOU!RESULTSPush questions
Share results
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• Use consistent branding.• Personalize it.• Clearly state the purpose.• Clearly state any incentives.• Specify time involved.
Next Steps
Practical advice
123
• Inform of confidentiality.• Clearly display call to action.• Include a closing date.• Include a thank you upon completion.
Next Steps
Practical advice
Make people feel like they are part of helping your organization improve!
Next Steps
Start small
2
2 of 10
1
SURVEY
• Start with a single-item poll on your website or via social media.
• Grow to 2-3 questions and start delivering them via your newsletter.
• Eventually build to 10-12 questions, use different question types.
• Share results with respondents.• Send out additional pulse surveys to
smaller segments throughout the year.
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Agenda
1.Why email marketing?2.Harnessing the power of the inbox
a.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-friendly
template that matches your brandd.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results
3.Putting it all together
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...
Small businesses believe that reports and analytics...
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Know what metrics matter
2. Harnessing the power of the inbox: Tracking your results
Open ratePro: Indicates who is
interested
Click-through ratePro: Shows who is
engaged and taking action
SharesPro: Illustrates the
content your audience finds most valuable
Con: Can be triggered automatically and be a
false positiveCon: Only shows individual
recipient actionCon: Only part of the story
without the ‘click’
Opt-outs
Pro: Gives you an opportunity to learn what’s not working
Bounce rate
Pro: Helps you keep your list healthy and email deliverability rates high
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Spotlight on the “click-though”
2. Harnessing the power of the inbox: Tracking your results
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2. Harnessing the power of the inbox: Tracking your results
Making Decisions based on Metrics
High open rateMake it even better:• Find the best time & day• Identify best keywords• Segment your audience by interest
High open rate, low click-through rate
Improve it by:• Have a strong call to action• Make email mobile friendly• Keep email short
Low click-through rate
Improve it by:• Watch timing & frequency• Write a strong subject line• Send relevant, engaging content
Low open rate
Low open rate, high click-through rate
Make it even better:• Format links to stand out• Offer links to preferred content • Segment audience based on clicks
High click-through rate
51%
10%
Pay attention to who is opening
…
2. Harnessing the power of the inbox: Tracking your results
Email Opens100%
Email “openers”
100%5%
38%
…and who is clicking
You may have
‘superfans’
2. Harnessing the power of the inbox: Tracking your results
44%
10%
Click-throughs100%
“Clickers”
100%5%
33%
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Agenda
1.Why email marketing?2.Harnessing the power of the inbox
a.Grow a healthy listb.Creating great content c.Create a beautiful, mobile-friendly
template that matches your brandd.Get your email openede.Set up Autoresponder Campaignsf. Survey Your Audience g.Tracking your results
3.Putting it all together
You have an advantage.Your customers love you!
3. Putting it all together
Three simple steps to get started:
• Get your contact list together, even if it’s just five people.
• Create and send one campaign…hit send!
• Watch what happens…do more of what works.
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What an “ideal” email looks like…Keep the preview pane in mind,maximize the top 2-4 inches
Place your logo left or center, never on the right
Use your brand colors
Include your business name in ‘from name’
text
Communicate through pictures and make them clickable… keep to 3 or fewerLess is more. Focus on relevant content. About 20 lines of text have the highest click-through rates.
Use social media buttons
Use the Share Bar
3. Putting it all together
Subject line: keep below 50 characters
(this one is 8 words, 35 characters)
Keep key call-to-action above the scroll line
Minimize the number of links. One is best, after
3 clicks drop off significantly.
Choose the right template for your
message and design for mobile
Resources
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Get started today…60-day free trial
www.constantcontact.com
Learn more...Local resources
www.constantcontact.comSelect “Be a Better Marketer”»
Seminars & Training
Find help...Constant Contact Marketing
Resourcesblogs.constantcontact.com/libra
ryCheck out blog posts, guides, videos, infographics, recorded webinars and
more!
Exclusive Offer for Today’s Participants
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30% OFF for your first 3 Months of Email
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Terms and Conditions: This February Promotion (the "Promotion") begins on February 22, 2016 at 12:00 a.m., Eastern Time ("ET"), and ends on February 29, 2016 at 11:59 p.m., ET (the "Promotion Period"). If eligible Constant Contact customers purchase Constant Contact’s Email package during the Promotion Period, they will receive 30% off of such purchased product for the first three months after they become a paying customer. Constant Contact customers will be eligible to participate in this Promotion if they (i) are a Constant Contact trial account holder or a new Constant Contact customer who has never been a paying Constant Contact customer, (ii) become a paying Constant Contact customer and enter the applicable promo code during check out by 11:59 p.m., ET, on Monday, February 29, 2016 or call their Constant Contact Authorized Local Expert and mention this offer during such Authorized Local Expert’s normal business hours during the Promotion Period, and (iii) remain a paying Constant Contact customer for at least a full 30 calendar days from the date they first became a paying Constant Contact customer. After the first three months have ended, eligible participants will automatically be charged the current retail price for the product(s) unless they cancel their accounts or the applicable product. This Promotion cannot be combined with any other Constant Contact promotion or special offer. Constant Contact offers a 30-day money-back guarantee on your purchase of certain Constant Contact products, as more fully described at www.constantcontact.com/pricing. Constant Contact reserves the right, in its sole discretion, to suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the Constant Contact terms and conditions.
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•Questions?