The Power of eMail Marketing for LA2M

A Winning Opportunity

Presented by: De ek F e nd

The Power of Email Marketing

Derek Freund Constant Contact, Partner

CONFIDENTIAL Copyright © 2008 Constant Contact Inc.

C C ™ F d d 1998 NConstant Contact™ Founded 1998, Now Publically traded (Public, NASDAQ:CTCT) 700 Employee 400 000+NASDAQ:CTCT) 700 Employee, 400,000+ users “Gold Standard” of the industry

Meet The Freund Family

“I Want To Be That Guy”I Want To Be That Guy

f f h hOne of my favorite authors Dan JohnAnd His Big Brother Gary

Dan John author “Never Let Go”

CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 4

Why Is This Guy Here?And Why Should I Care?

*To show the importance of timely communications*Help Make YOU! More Money & Have Funp y*Ease of Use*Cost effectiveness*Instant communications*Multi-media* h h*Future that is here Now*Turbo charge marketing campaigns faster & less expensiveexpensive*Growing trends…*Good news the is NO Cost to get startedg

Facts You Need To Know & Use

According to research conducted by the Direct Marketing Association emailDirect Marketing Association, email marketing generated an ROI of $43.62 for every dollar spent on it in 2009 Theevery dollar spent on it in 2009. The expected figure for 2010 is $42.08. As such it outperforms all the other directsuch, it outperforms all the other direct marketing channels examined.

Embrace you inner geek. Don’t be afraid of technology-labor saving devices.

TV Remote VCR Microwave electricTV-Remote-VCR-Microwave-electric windows & doors-

Word processor-Cell phones

Electric starters, 4 cylinder engines…

Topics to Cover

Power of Relationships

Introduction to Email Marketing Introduction

Getting Started

G tti Y E il D li d d R dGetting Your Email Delivered and Read

Interpreting Results: Reporting and Tracking Advanced

How Does Social Media Fit In


How to Get Going with Email Marketing Both

What is Email Marketing?

Delivering professional email communications

To an interested audience

Containing information the recipient finds valuablep


Pre-Made Customizable Templates


Why Email?

It’s Cost-effective: Direct Mail vs. Email■ For the same response direct main costs 20■ For the same response, direct main costs 20

times as much as email1

■ Email ROI is the highest when compared to other internet mediums2


1. Forrester Research, Inc.2. Direct Marketing Association

Make Every Contact Count

It Can Take Time…On average, it takes 7 touches for an action to occur.

■ Some act right away■ Others research and try■ Some show interest but are not ready

Make every contact count!


…

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.Dan Kennedy’s famous Marketing Success Triangle

The Formula:RIGHT Message

+ RIGHT Markets (Targets)

+ RIGHT Media

= RIGHT RESULTS!

Email Service vs. OutlookUsing Outlook

Standard Email Programs(e.g. Outlook, Hotmail)

■ Limited # of emails sent at one time■ No formatting control■ List break up more susceptible to

filtersN h i b di■ No cohesive branding

■ No tracking and reporting of email results


A “Winning Strategy” Includes:

■ Setting objectives

■ Collecting contact information

■ Determining message format

■ Creating a delivery schedule

■ Planning time for management and production

■ Building professional communications

■ Analyzing results


■ Continuously refining your strategy!

The Relationship Cycle


The Relationship Cycle & 5 Types of People

Prospects

SuspectsDisinterested

R i FRaving Fans


Members/Customers

Getting Email Opened

The “From” line■ Use a name the audience

recognizes■ Include your organization

name or brand■ Refer to your business in

the same way your audience does

Be consistent■ Be consistent

60% of consumers say the"from" line most often determines whether they open an email or delete it.


Source: DoubleClick

Getting Email Opened

The “Subject” Line■ Keep it short and simplep p

■ You have 3 seconds or less■ 30-40 characters including

spaces (5-8 words)■ Incorporate the immediate

benefit of opening the email ■ Capitalize and punctuate

Click-through rates for subject lines with 49 or fewer characters were 75 percent higher than forcarefully

■ Avoid copying the techniques inherent in spam emails.

percent higher than for those with 50 or more…

Source: Returnpath

30% of consumers say the“subject" line most often determines whether they open an email or delete it.


Source: DoubleClick

Permission – What is It?Permission – What is It?

Types of permission:

Explicit: Opt in from your website or fill out a card ■ “Join our mailing list”

Implicit: Requests for information, signups over the phone, existing relationship

Note: Always make sure to ask for permission when collecting


ginformation

And Simply Delete Everything Else


Putting it All Together

Justify your place in their Inbox

Be clear and concise

Use appropriate graphics

Use white space effectivelyIn This Issue Latest Online Newsletter Available Quick Linksp y

Include “Call to Action” links

Capitalize and punctuate carefully

Newsletter Available Quick Links

Renew Your Club Membershipp p y

Design for “above the fold” Website

Member Discounts

Contact your District Director

Support


Keep Members Coming Back

The Value of a Member• You’ve already paid for them

It’s 6-7 times more expensive to gain a member than to retain a member1

• They spend moreRepeat members spend 67 percent more2p p p

• They are your referral engineAfter 10 purchases, a member has already referred up to 7 people2

Sources:1 Harvard Business Review


2 Bain and Company, 2002

How Tracking Works

+

Email Tracking CodeESP Interaction

+

Email Tracking CodeESP Interaction


What Influences Open Rates?

What influences the open rate?■ From / Subject line

Delivery day / time■ Delivery day / time■ List overuse, age, or quality

Watch your trends over timeWatch your trends over time


Capitalizing on Click-Through

Why did people click through?C ll t ti■ Call-to-action

■ Copy ■ Offer

Quick LinksRenew Your Club Membership

What were they interested in? NYSSA Website

Member Discounts

Contact your District Director

SupportSupport


Take Advantage of Our Forward Email Feature


Constant Contact Forward Email Form


Encourage Sharing

What do you want to know about?Understand Interests

Legislative updatesNew Member Profiles

Encourage Sharing

Get Feedback

Invite to Events

PollOnline Feedback

VIP EventsBring a Friend Sharing FeedbackEventsSpecial Rates

Links to Social

CommunityForward to a Friend


Forward to a FriendFacebookTwitterLinkedIn

Giving Your Campaign More Life!


Online: Using Facebook

■ You can forward your email campaigns to your friends/fans.■ Using both Constant Contact and Facebook you can add a “Join

M M ili Li t” t b t l fMy Mailing List” tab to your personal or fan page.


Online: Using Twitter

■ You can “tweet” your email campaigns to your followers.■ Ask your Twitter followers to sign up for your list by providing a

li k t i f b itlink to your sign-up form on your website

■ Ask your Twitter followers to sign up for your list by providing a link to your sign-up form on your website


Relationships Take Time…

We must understand how relationships are formed and phow they naturally develop over time…


Grow Your List

Build Your List Where You Connect!Email SignatureAt the Even At a ride Website SignupGuest Book

57% of those surveyed will fill out d t i il l t h

“If a diner has a good experience at our restaurant they might return When they

CONFIDENTIAL Copyright © 2008 Constant Contact, Inc. 35Customer & Prospect Database

a card to receive email alerts when asked to.

Source: Transact Media Group

restaurant, they might return. When they sign up for our newsletter they often become a regular.”

Jeffrey Gates, Aquitaine Group

List Building Guide


How to Get Started withConstant ContactConstant Contact


How To Get Started

How To Get Started:

Complete a signup card!p g p

Sign-up online:http://www.constantcontact.com/index.jsp?pn=glazerkennedy

Call us: 810-225-7500 Ext. 103

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"Constant Contact is soConstant Contact is so affordable, easy to use and effective at keeping church members connected… W ' d h thWe've saved so much on the cost of paper and postage.”

Pam Anger, Administrative A i t tAssistantWoods Memorial Presbyterian


Our Customer Success Formula = Service

Communications Consultants:

Call trial customers

A i h i di Assist them in sendingthe “first campaign”

Coaching and strategy

Support Resources:

Phone Support

Email

Chat

Knowledgebase

Learning and Best Practices:

Daily Product Tours

R i l S i


Regional Seminars

Best Practices

Live and On-demand

Discussion Boards

Hints & Tips newsletter

Community

Want more on what we covered today?Teaching you how to be a Good Email Marketer

Building Better Lists■ Ways to grow your list■ Getting permission

Subject Line Design■ The from and subject lines■ What to include / not include

Planning for Email MarketingF l d■ Frequency calendar

■ What and when to send

Segmenting Your List■ Ways to segment your list■ Increases opens / clicks■ Increases opens / clicks

Deliverability■ Blocking / Blacklisting / Filters■ Spam complaints

“After using Constant Contact for a while, and taking advantage of the free education Constant Contact offers, such as webinars, I feel that I have become more fluent in email marketing and better equipped to communicate to customers.” “Constant Contact created a discipline for me -


that’s what I needed – a professor, a teacher. For me, it feels like I’ve joined a marketing club.”

Jeffrey Gates, Aquitaine Group

Determine Appropriate Format

Newsletters• Frequency: Regular i.e. monthly / weekly• Lots of educational content (typically non-promotional)• Use bullets, summarize information, be concise

Promotions / Invitations / Surveys• Frequency: Depends on your promotion, Invitation• Focus on promotion / limited content• Use content to invite click-through or other action

Announcements• Frequency: Event-driven• Press releases, holiday greetings, thank you cards…• Use content to build deeper relationships


Think of Yourself as AMulti Media MogulMulti-Media Mogul

Questions?


Plus Get $108 Worth of Bonuses

W L k F d T W kiWe Look Forward To Working With You…

THANK YOU!

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Derek Freund Constant ContactPartner

810 225 7500 E t 2


p: 810-225-7500 Ext. [email protected]

The Power of eMail Marketing for LA2M

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