The Power of the Inbox - PIMedia · Why email marketing? 2.Harnessing the power of the inbox a....
Transcript of The Power of the Inbox - PIMedia · Why email marketing? 2.Harnessing the power of the inbox a....
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The Power of the InboxTips and Tricks for Successful Email Marketing
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© Constant Contact 2016© Constant Contact 2016
Founder & CEO
Email: [email protected]
Debbie Harris, MA
Questions after the event?
facebook.com/PIMedia.me @DebbieLHarris
Master’s Degree: Social Media Compliance and the Law
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© Constant Contact 2016© Constant Contact 2016
“PIMedia has increased our online presence in a way I could
never have imagined.
In fact , the traffic to our
website has grown so much we
had to upgrade our hosting
server.”BonnieSprings.com
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© 2017 Constant Contact, Inc
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What is email marketing?
Delivering professional email communications to an interested audiencecontaining information the recipient finds valuable that looks great in any inbox!
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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
Drive revenue and profit.
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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?
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Boost repeat business.“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
What can it do for your business?
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You need to harness the power of the inbox.
Are you ready?
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Agenda
10
1. Why email marketing?
2.Harnessing the power of the inboxa. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly template that matches your brand
d. Getting your email opened
e. Tracking your results
3. Putting it all together
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Agenda
11
1. Why email marketing?
2.Harnessing the power of the inboxa. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly template that matches your brand
d. Getting your email opened
e. Tracking your results
3. Putting it all together
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A: EmailMore than half of all emails are opened on a mobile device
Q: What is the #1 app on smartphones?
More people own a cell phone than own a toothbrush!
Source: Litmus
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Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey
People read it
88% regularly check email on their
smartphones
91% of people check their email daily
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Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey
It’s reliable
Email gets delivered
90+% of the time
(Facebook posts reach just 2% of fans – excluding boosted
posts)
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Why Email? Because it works everywhere.
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Email marketing has
3x the conversion rate as social media
For every $1 spent on email marketing, there is a
$38.00 average ROI
Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey
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First impressions
matter.
• Should your first impression be…
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Should your first impression be this: Or this?…this or this?
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• Limited sending
• No formatting control
• Susceptible to filters
• No cohesive branding
• Potential SPAM complaints
• No tracking or reporting
Why regular email doesn’t work Why regular email doesn’t work
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Agenda
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1. Why email marketing?
2.Harnessing the power of the inboxa. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly template that matches your brand
d. Getting your email opened
e. Tracking your results
3. Putting it all together
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Growing your list is all about how and where you ask.
And yes, you have to.
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How to Ask: The importance of permission
Get express consent
Offer opt-out
Be straightforward
Respect privacy
Be legally compliant
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Where to Ask: Everywhere you’re online
1
23
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FishbowlSidewalk signs
But really, just ask.
Where to Ask: Everywhere else!
Events Unchecked box
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The #1 reason for an unsubscribe is irrelevant content.25
Don’t forget - give them a reason to join your list and let them know when to expect it.
Ongoing education VIP preference Insider news
E-book, whitepaper Updates Discounts
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Agenda
26
1. Why email marketing?
2.Harnessing the power of the inboxa. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly template that matches your brand
d. Getting your email opened
e. Tracking your results
3. Putting it all together
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Put your readers interests ahead of your own.
Focus on being relevant
Figure out how much is
“enough”
Turn questions into content
Images are content too
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Source: MarketingSherpa 28
send it to spam if it’s irrelevant
unsubscribe if it’s boring38%
32%
Write for your audience, not for you.
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29
Write for your audience, not for you.
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20 lines of text or less
Less is more.
Source: http://news.constantcontact.com 30
3 pictures or less
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Fewer links,more clicks.
steep decline
3+most clicks
1eh... okay
2less to no clicks
5+
Clicks per Link
0
0.01
0.02
0.03
0.04
0.05
0.06
0.07
0.08
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Number of Links
Cli
ck
Ra
te
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How do I ensure my pipes won’t burst this winter?
Can I deduct the mileage I drive for volunteering?
How do I get more people to attend my events?
5 Ways to Protect Your Pipes this Winter
Your Top 3 Mileage Deduction Questions
10 Ways to Increase Event Attendance
…Into ContentTurn Questions…
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Source: www.adweek.com 33
Images are content too!90% of information processed by the brain is visual content
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Working with photos• Choose the right size
• Avoid copyright issues
• Use your own photos
• Find stock images
• Pexels.com
• Pixabay.com
• Unsplash.com
• Burst.Shopify.com
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Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images
and Text Lines Featured, 201535
• Make images clickable
• Keep key action above the scroll
• Limit the choices!
Communicate through Content
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Agenda
36
1. Why email marketing?
2.Harnessing the power of the inboxa. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly template that matches your brand
d. Getting your email opened
e. Tracking your results
3. Putting it all together
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Look great – and recognizably you – in any inbox!
Optimize for mobile
Ensure consistent branding
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• Be consistent
• Use images
• Use similar language
EmailWebsite
Be recognizable. Everywhere.
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Newsletters
• stay top of mind
• send news or updates
• inform and educate
PromotionsAnnouncements
• share new products
• invite to a special event
• ask for feedback
• provide exclusive content
• offer deals or coupons
• ask for feedback
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1. Single column template
2. Fewer than 3 images
3. Fewer than 20 lines of text
4. No more than 3-5 links
5. Action above the scroll line
Simple recipe for success...
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Agenda
41
1. Why email marketing?
2.Harnessing the power of the inboxa. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly template that matches your brand
d. Getting your email opened
e. Tracking your results
3. Putting it all together
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Give them 4 reasons to pay attention.
Recognized Sender
Compelling Subject
Good TimingEasy Social
Options
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Who sent it?How do people know you best?
Make your “from name” and “from email” recognizable.
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Source: Inwise 44
open an email based on the subject line.
More than 1/3 of people
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Is it worth reading?Identify your purpose. Be clear, be clever and...
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Source: Litmus 46
30-40 characters max
6-10 words max
Control “pre-header” text
Size matters.
Keep it short.
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Entice them.
• Use pre-header text
• Customize the message
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Freecredit
Save
offersClick
income
traffic nowcash
order
rates
Urgent
Act Now!
Act Now!
Get homedollars
Fast!guaranteed
FeesPurchasemoney
Refund
Win
remove
Choose your words carefully.
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Timing is everything.
How often?
• Keep the promises you made
• Coordinate timing across channels
• Determine when it’s urgent
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Monday Tuesday Wednesday Thursday Friday
RestaurantsAccountants &
Financial Advisors
Hotels, Inns, B&Bs
Religious Organizations
Arts & Crafts
When is it best to send emails?
50
7:00 am 6:00 am 7:00 am 12:00 pm 5:00 am
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Emails with social media buttons
increase click-through rates by 158%
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Agenda
53
1. Why email marketing?
2.Harnessing the power of the inboxa. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly template that matches your brand
d. Getting your email opened
e. Tracking your results
3. Putting it all together
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Know what metricsmatter
Use data to make
decisions
Focus on the “click through”
Don’t guess. Use metrics.
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OPENS
• Gauge interest
• Determine best day/time
Industry averages: 8-28%
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CLICK-THROUGHS
• Measure success
• Identify engaged readers
Industry averages: 5-18%
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DID NOT OPENS
• Re-engage audience
• Test new methods
Industry averages: 72-92%
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OPT-OUTS
• Collect feedback
• Adjust mailing strategy
Industry average: <1%
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BOUNCES
• Identify “bad” addresses
• Maintain clean lists
Industry average: 2-14%
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Making decisions based on LOW metrics
Low Opens Low Clicks
• Have recognizable from name
• Write interesting subject line
• Send timely emails
• Have a strong call to action
• Keep email short
• Send targeted emails
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Making decisions based on HIGH metrics
High Opens High Clicks
• Find the best time & day
• Identify best keywords
• Segment ‘super fans’
• Format links to stand out
• Offer links to preferred content
• Segment ‘super clickers’
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Spotlight on the “click-through”
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View the “clickers”
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Target based on interest
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Agenda
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1. Why email marketing?
2.Harnessing the power of the inboxa. Growing a healthy list
b. Creating great content
c. Designing a beautiful, mobile-friendly template that matches your brand
d. Getting your email opened
e. Tracking your results
3. Putting it all together
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What an “ideal” email looks like…
Include your business name in ‘from name’ text
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3. Putting it all together
Subject line: keep it short (8 words, 35 characters)
Make your logo clickableto your website
Communicate through images and make them clickable. Keep to 3 or fewer
• What an “ideal” email looks like…
Write pre-header text to entice readers
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• What an “ideal” email looks like…
Less is more. Focus on relevant content. About 20 lines of text.
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Include a clear call-to-action above the scroll line
Minimize the number of links. One is best, after 3 clicks drop
off significantly.
Use social media buttons
Apply your brand colors
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• Business marketing is...
Nurturing relationships. Delivering on your promise. Getting measurable results.
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You have an advantage.
Your connection to your customers!
Three simple steps to get started:
1. Get your contact list together.
2. Create and hit send!
3. Watch what happens…
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•You really can do this!
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© 2017 Constant Contact, Inc
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© Constant Contact 2016© Constant Contact 2016
Debbie Harris, MA
Founder & CEO, Performance IntermediaEmail: [email protected]
Thank you
Questions after the event?
facebook.com/PIMedia.me @DebbieLHarris