Kalich Email Marketing Local U Dallas

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Email Marketing:simple strategies for successWelcome. Today were going to have some fun and learn a lotwere going to expose for you the connection between email and marketing, share with you some practical tips for getting the most out of your email marketing efforts.

1POEM_update_DRAFT for review1/4/14New flow and edits based on feedback from Julie N.

Beth KahlichOnline Marketing Trainer and Consultant

Dallas Search Engine Academywww.seoTrainingDallas.com@BethKahlich2

(Introduce yourself). Thanks for taking the time today to learn more about using email marketing and social media to grow your business. We hope you will gain insight into some if the key strategies for using Constant Contact tools both for your own business and also for your clients.

2POEM_update_DRAFT for review1/4/14New flow and edits based on feedback from Julie N.

Real marketingCollecting ContactsWhat do you write about?Three Seconds to OpenMeasuring ResultsEmail Marketing Hot Topicsagenda33POEM_update_DRAFT for review1/4/14New flow and edits based on feedback from Julie N.at its core, marketing is abouteliciting a physical and measureableresponse4

Email Is MarketingPOEM_update_DRAFT for reviewAt its core, marketing real marketing, is all about physical, measurable response. Let me back up41/4/14New flow and edits based on feedback from Julie N.

1. Define an audience

2. run a campaign that targets those peopleits pretty simple3. Elicit a physical, measurable response

5POEM_update_DRAFT for reviewWhen we use the word marketing, we all have a similar idea of what we are talking about, just as professional adults, in business. But for the purposes of this exercise and also in the interest of providing you with a prescriptive method of explaining the value of your services and what you can help your clients to achieve, lets all get on the same page in terms of what marketing really is.

Real marketing involves three steps.

1. [click to build] define an audience. A group of people that have something in common, maybe they live in the same area of town, they all attended the same event or even a list of your customers. Define an audience.

2. [click to build] run a campaign and reach out to that audience with a message that is specifically for that audience. So you make it clear that you are not just sending to the world, but that it really is for them.

3. [click to build] and Third, Elicit a physical and measurable response. This is the part that makes it marketing. Up thru steps one and two, we were still basically talking about communications. When you add a physical, measurable response, NOW you are really marketing.

So what is a physical, measurable response?A click, a forward, a share, a reply email, picking up the phone and calling, setting an appointment, buying your products, scheduling a service, telling a friend, showing up at an event, printing your couponanything physical and measurable.

51/4/14New flow and edits based on feedback from Julie N.

when youre really marketingreal marketing helps remove emotion and assumption from the decision-making process6POEM_update_DRAFT for reviewReal marketing helps remove emotion and assumption from the decision-making process. You might have spent hours in the past, writing long articles, maybe a letter from the editor or whatever, for their newsletter. Its quote, just the way weve always done it. Your role as a marketer is to go beyond just sending the message or newsletter. be the voice of real marketing. Sending their newsletter through constant contact, youll be able to present them with tracking and stats along the way. If it shows that only 2 or 3 people out of a thousand have clicked on their letter form the editor over the last year, you may be in a position to help them reshape their newsletter for higher response.


if that doesnt work, stop doing that. if this works, do more of this. when youre really marketing7POEM_update_DRAFT for reviewWhat this prescription for marketing does is help you set a clear path with real goals and objectives. Along the way, you learn what works and what doesnt. If something works, keep doing that. If it didnt work, stop doing that.


a NO isnt a failure, its great insight and data at very low costwhen youre really marketing8POEM_update_DRAFT for reviewIts also okay to realize that a no is not a failure. A no gives you a lot of information at very little cost especially with email. Its a low-cost tool that has very real marketing value in terms of measuring physical measurable response. And its hard to find with any other form of marketing with the kind of return email has at the same price point.81/4/14New flow and edits based on feedback from Julie N.

Lots of physical, measurable response Easy to brand with colors, logos, etc 4x the ROI of direct mail* Helps to measure and monetize social media Authentic engagement with a one-to-many tool

Highly visible, delivered right to the inbox!

email is hard to beat for real marketing value* Direct Marketing Association9 2013That ability to see lots of physical and measurable response is just one reason email is so great

Turns out, email is hard to beat. Its really where you should start and where your clients should start when they decide to start marketing. Its the hub of all engagement including social media marketing because its where you store your list and manage the graphics and store the stats on who opened your emails, what they clicked on, whether they shared it

There is an awful lot of physical, measureable response for a very low cost relative to more traditional forms of marketing. Even if you are wrapping your own creative and project management services around our email product, its still a low barrier cost as compared to print, radio and payperclick.

The average return on email marketing is $87 per dollar spent. Helps quell the concerns many small businesses have in terms of the value of social media. Email is so easy to measure that combining the two brings the value of social media activities up as well. Email offers a whole lot of opportunity for genuine, authentic engagement for your clients and their customers in a one-to-many tool.9New flow and edits based on feedback from Julie N.

flip the funneltraditional marketingfindkeepconvertnew marketingfindkeepconvertFlip The Funnel: Retention is the New Acquisition-- Joe Jaffe (@jaffejuice)10This applies to ALL kinds of digital marketing!POEM_update_DRAFT for reviewWhat we are talking about, really, is a method called flipping the funnel And not only has it helped make the switch to a one-to-many approach, it now allows your customers or supporters to extend their own reach on your behalf. [click to build]

Look at these two triangles, they represent the old way of traditional marketing print, radio, direct mailtypically more expensive forms of marketing that are difficult for many smaller organizations to afford. These are really tools that are more for the big boys with deep pockets. The triangle on the right is all about new marketing with email, social media, one-to-many tools that are less expensive and generally easy to use.

The triangle on the left is all about reaching to strangers. You are reaching for as many as you can get. You FIND them, convert a certain percentage and keep even fewer. This is a standard, sales, numbers game. And you can play but it costs a lot and you know going in that you are losing money and you accept that. Im not here to tell you to stop your traditional methods of marketing, especially if they are working for you. But I do want you to consider at least beginning to pepper in new marketing method as well.

The triangle on the right, is not about reaching to strangers, its about the people you already know and have already done business with. It costs less and its easier for people to tell others about you. It is about staying top of mind, nurturing your relationship by sending regular, valueable and relevant content content that is worth sharing. Well talk more about how you do that later. But this is really all about your relationships.1/4/14New flow and edits based on feedback from Julie N.

how can you grow your list?

at register

with the check at end of the meal

on registrationformswill add more icons to match the text in the speaker notesmay make text more like captions and smaller11POEM_update_DRAFT for reviewHelp your clients build a quality permission-based email list, that is the key. It all boils down to their list and this is a great opportunity for you if you can help them grow that list. Building it right means building your email list where they connect with PEOPLE.

Put a signup link on your website, on your social networking profile pages, on your blog, on your website.any online presence.Add your signup link in your email signature so people can share their email address with you. If you have a physical store, place a guest book on your counter and ask people to sign it.Ask people to join your email list at events and meetings. When you exchange business cards, ask them if the email address on their card is the email where they would like to receive your regular emails.If someone calls your business, ask them if they are on the email list related to the reason for their call.

It helps to give people an incentive to add their name to your email list. Try a discount or special privileges.

An email list is an asset and its worth spending the time to build it right. Building it right means building your email list where you connect. This includes using the social media channels youve already identified to target your audience of customers, prospects, and people who know someone who knows you, a.k.a., like-minded, potential customers.


how can you grow your list?12

You Are Spending Time Money and Effortto Drive People to Your Site

Have a Call to Action that is lower friction and will help you build long-term relationships with your clients and potential clientsPOEM_update_DRAFT for reviewHave you seen these newer tools for growing an email list? These are someOf the latest examples of Constant Contact list builders.

Text to join allows someone to join your email list by texting a simple code that your provide to 22828. Post it by the register, add it to a business card, include it on table top signage or on a mobile sign.

QR code opt-in does the same thing, but with a scanable code usable on printed materials an on the web. Anywhere. Our tools help you create it and promote it.

There are a lot of integrated apps, many of them completely free, that your clients can use to grow their list find them on our website in the MarketPlace

Visit the Contacts tab in your account to find all the latest ways to grow a list.


what to write about what you KNOW

discounts +coupons

downloads

supporta cause

eventinvites

hints + tips

B2B services13 2013[click through these samples, letting people see them as ideas]

discounts (what most people think of)e-books or downloadable contentserviceshints + tipsexperiences or eventssupport a cause

JULIE: perhaps mention a couple of specific examples, for example: Download our free Spring Gardening guide or Free Tradeshow Booth consultation or something like that

[click to next slide]13

less is more. focus. Keep it short

Pictures are key, but keep them small

Videos get clickedhow much is enough14 2013(ask if anyone in the class wants to get a long email from anyone else in the class. No one will raise their hand.) No one has ever raised their hand. If you are a church, a chamber of commerce or a school, you probably have long emails and we are all okay with getting those. Our children and our businesses rely on you and we want to see activity we are willing to get a long email from you. (right? Ask the crowd) we dont read them, but its okay that we see them.So take the pressure to create or write off of yourself. Instead focus on being the resource. Less is more. Always.There is no rule that says your newsletter needs to have three articles, three pictures and three links. One thing is plenty. There is a Constant Contact customer whose newsletter is called One Thing he did it to make it easy on himself and it works really well people can absorb it and hes not under the gun to come up with a bunch of content to fill it.

Your emails and their social media activities are NOT for telling people everything that they do. That is part of the hole people dig for themselves when they start writing their emails, they try to say everything. That is not what your emails and social media posts are for. Thats what your website is for. Your emails and your social media is about offering one thing at a time and tracking whether or not it moved the needle. Plain and simple.

Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012

14New flow and edits based on feedback from Julie N.

a picture is worth

15 2013Content can be visual as welland you can satisfy the appetite of your audience for visual content in several wayshere are some examples:non-profit, sharing information about themselves thats in the pressand letting logos and large pictures tell the story more than textrestaurant sharing their current specialsfeaturing their specials in a visually-branded email template that reflects their company branda non-profit, sharing an event notice.drawing the reader in with a large image on a simple templateB2B, showcasing the services they haveagain, a simple template, with just the right amount of visual punch to spice it upanother event noticethis one is all visual, showing the creative event poster in the email itself.


repurpose and reuse

16 2013Repurpose and reuse everything. These are example of the same single piece of content being shared at different times, in different ways on various channels. All keep the conversation going. All are slightly different. There is no reason to kill yourself trying to write new content every day or event every week find ways to use it more than once. 16New flow and edits based on feedback from Julie N.

17You Only Have 3 Seconds!When someone first gets your email, or logs into facebook and opens up their newsfeed, you have about three seconds to get them to stop and read your message. The first second is used on the from name. So if you get past that and they move to the subject line, you now have two seconds left to win the battle of priorities. And you need to do it in 30 40 characters or 5-8 words.

Examples from customerscan be built quickly either before or after the audience interaction piece

List of customers, in order:BolocoBlue PenguinTee FuryFish and BoneJill Singer Graphics

171/4/14POEM_update_DRAFT for reviewNew flow and edits based on feedback from Julie N.

subject or headlinewinning the battle of priorities[dont do this] March Newsletter18[do this instead] Tomorrow: Need 3 Hammers Can You Help?[dont do this] Joes Pet Store Newsletter[do this instead] 3 Tips: help your dog beat the heat[dont do this] Childrens Classes[do this instead] Limited Spaces available for Childrens ClassesYou Only Have 3 Seconds!When someone first gets your email, or logs into facebook and opens up their newsfeed, you have about three seconds to get them to stop and read your message. The first second is used on the from name. So if you get past that and they move to the subject line, you now have two seconds left to win the battle of priorities. And you need to do it in 30 40 characters or 5-8 words.

Examples from customerscan be built quickly either before or after the audience interaction piece

List of customers, in order:BolocoBlue PenguinTee FuryFish and BoneJill Singer Graphics


when to send & post

best day

best timeDO NOT BE ROMANCED BY A HIGHOPEN RATE MEASURE ACTIONS!19So now you have the best day on which to send and the best time at which to send. Excellent!!

But let me caution you [click to build] DO NOT BE ROMANCED BY A HIGHOPEN RATE MEASURE ACTIONS!


Many but not all may not see your imagestext links get more clicks than buttonsplace your logo left or center in emailinclude company name in textkey action must be above scroll linedo not give too many choicesmake all images clickable (and with text labels)test it on yourself!(and on your mobile device)practical advice

20Source for 67%: Jeanne Jennings, Marketing Sherpa: Preview Panes, Image Blocking and My Pitch to Have Microsoft Outlook Turn Images on by Default, June 2010


Drip campaigns vs. auto respondersOnline Editing and HTML issuestest, Test, TESTOpt-in list best practiceDeliverability ratesno service is 100%challenges with ultra-secure solutions (i.e. SpamArrest)**small percentage of your list

different email marketing tools21? 201321New flow and edits based on feedback from Julie N.

Changes at Google22Multiple opens will not be measuredImportant to focus on ClicksWebsite ActivitiesConversionsImages are Now Automatically Loaded Better Experience for the Subscriber


MEASURE23


make it easy and obviousOne click awayAbove the scroll lineLeft or center, avoid rightNot just a graphic, include text link as wellNot in a list of other optionsMake sure you measure response24

POEM_update_DRAFT for reviewThere are some very easy ways to change the layout and placement of links on your emails to make them more obvious and easier to find.[click to build] What you are trying to do is place the decision within a single, and very obvious click.[click to build] Make sure the action link you provide is above the scroll line, meaning that you do not have to scroll down to see the link. Think about your own email reading habits. Most people do not scroll, even if it is content that they care about. This is a time management issue not an emotional one.[click to build] Place the action you want them to take on the Left or center on the page try to avoid the right side of an email for your action linkmany people view their emails in partially covered windows and will miss anything that is along the right column[click to build] Make sure that your action link is also provided as a text link. You can have a nice graphic button for them to click but about 35 percent of recipients will have their graphics turned off so its important to place the same action link in text as well. Also make sure that the name of the company is in text somewhere near the top of the page, for the same reason. If the logo is the only place the name of the company appears, that same 35% of people may not immediately realize who the email came from.[click to build] Do not include the one link you really want them to click in a list of other choices. Set it apart from all other choices, or remove all of those other choices entirely[click to build] And always, of course, make sure you are measuring response 1/4/14New flow and edits based on feedback from Julie N.

Mobile Friendly Emails - My Case Study

goal: increase click-throughstactic: use new mobile-friendly templateused one-column formatresults: 7.5% to 14.6% increase in clicksRestaurant verticalPOEM_update_DRAFT for review1/4/14New flow and edits based on feedback from Julie N.25

FollowBest Practices and Get the Most Out of Email Marketing


Kalich Email Marketing Local U Dallas

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