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Email Marketing - and updates on CASL. Nanaimo Chamber 2015
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Halfm oon Yoga B•B•Q Email Marketing Basics Featuring mobile and social media © 2014
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Transcript of Email Marketing - and updates on CASL. Nanaimo Chamber 2015
HalfmoonYogaHalfmoonYoga
B•B•Q
Email Marketing BasicsFeaturing mobile and social media
© 2014
Robyn Quinn Big Bang Communications
• Senior Digital Marketing Consultant• Constant Contact Authorized Local Expert
www.bigbangcommunications.ca@[email protected]
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Grow with Constant ContactGet 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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AgendaWhat are campaigns, newsletters?
Email + Social: powerful team
Next Steps
Mobile and CASL
Campaigns & Newsletters | Email | Email + Social | Next Steps
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marketing
Campaigns & Newsletters
At its core, marketing is abouteliciting a physical and measureable
response
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pull response
Campaigns & Newsletters
What is acampaign?
push content
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Campaigns & Newsletters
What is anewsletter?
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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’tWhat you have access to that they don’tYou don’t have to be original… just be interesting and relevant
Aggregate Curate Create
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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A picture is worth...Pictures get 47% more click-through activity than content without images, but…
…don’t over-rely on images!
Be sure to use text labels in case images aren’t displayed by the recipient’s mail program.
Don’t use images of your content.
Remember: your content is viewed on mobile devices…
A picture is worth...
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Use images carefully!
Who is it “from?”What’s the “subject?”When do you send your communication?
Now, later or neverThree little words that rule your world
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Who is it from?Winning the battle of priorities
Canada Anti-Spam Legislation (CASL)go to fightspam.gc.ca to learn more
How will you be most recognizable?
Canada’s Anti-Spam Legislation (CASL)New rules for sending Commercial Electronic Messages [CEM]
What is CASL?
Applies to Email Marketing
Commercial Electronic Message (CEM) Any electronic message that encourages participation in a commercial activity, regardless of whether there is an expectation of profit.
“express” explicit permission (electronically, in writing or orally with documentation) to send CEMsin requesting express consent,
clearly describe what they will getindicate who is requesting permissionindicate that the recipient can unsubscribe
a pre-checked box cannot be used to obtain consent
Consent – express vs. implied
“implied” (CASL provides that consent may be implied in any of the following circumstances)
existing business or non-business relationshippublished electronic address not accompanied by a disclaimer indicating they do not wish to receive unsolicited messagesthe recipient has disclosed their electronic address directly to the sender
Consent – express vs. implied
IMPLIED CONSENT
HAS A TIME LIMIT OF 2 YEARS
Subject lineWinning the battle of priorities
2SECONDS 2WORDS2TODAY
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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 into3 groups of people
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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
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2
3
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When to send or postDo not be romanced by a high open rate –measure actions!
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67% don’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
Practical advice
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Key action must be above scroll line
Do not give too many choices
Make all images clickable (and with text labels)
Practical advice
(and on your mobile device)Test it on yourself!
Non-existent addressCheck for obvious misspellings
Try to obtain a new address
Undeliverable/mailbox full/email blocked
Try re-sending later
Correct temporary issues
Obtain a new address if arecurring issue is present
Deal with Bounced &Blocked Email
Bounce Management
Campaigns & Newsletters | Email | Email + Social | Next Steps
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Email + Social
Then vs. nowSocial 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. nowSocial 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 decisionssource: Fedelta
55%Share purchases on social networkssource: 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 & SocialYou have to use both
Drive traffic back to your list, email, etc...
Amplify your email
NEXT STEPS
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At register or shopping cart pageWith the check at end of the meal or on home pageOn registration forms
Next Steps
Tools to expand your reachOffline and online
ARE YOU MARKETING WITH PERMISSION?Complying With Canadian Anti-Spam LegislationVisit fightspam.gc.ca to get information
MOBILE
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One last thought:Mobile is driving business
It’s how consumers are finding you, reading your messages, and making purchase decisions.
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Getting found with mobile
Local search75%used phone to get real-time, location-based informationSource: PewInternet.org
90%of mobile searches lead to an actionSource: searchengineland.com
70%who ran a local search via mobile acted within one hourSource: CMO Council
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Mobile friendly emailsAvoid too much text
Avoid multiple columns
Avoid tiny fonts
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Mobile friendly emailsUse clear and easy calls to actionSize images to fit
HalfmoonYogaHalfmoonYoga
B•B•Q
The important thing today is to take what we’ve discussed and
apply it to your business
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“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.” - Seth Godin
