Power Of The Inbox
The Power of the InboxTips and Tricks for Successful Email Marketing Constant Contact 2016
WelcomeEric OlsenCEO - FasturtleQuestions after the event?facebook.com/fasturtleCall 480-348-0467@fasturtle Constant Contact 2015
What is email marketing?Delivering professional email communications to an interested audiencecontaining information the recipient finds valuable that looks great in any inbox!
What can it do for your business?Drive revenue and profit.“Every time I send out an email, I get a sale in15 minutes. Overall, I get up to four times asmany sales with these newsletters than I didwith my old ones, and they’ve gone from about 50 per order to 100.”- Irene Schmoller, founder Cotton Clouds
What can it do for your business?Create and increase awareness.“The emails are an important reinforcement ofbrand. I get calls from people I’ve never met all thetime. They get the newsletter, or a friend of theirsgets the newsletter, and they know I’m the person tocall. It really helps establish credibility upfront.”- Brandon Stewart, realtor at David Griffin & Company Realtors
What can it do for your business?Boost repeat business.“It has definitely been the easiest way to reachpeople. If we have a slower day and know that wewant to reach local people, we can create a quickemail 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?
Agenda1. Why email marketing?2. Harnessing the power of the inboxa. Growing a healthy listb. Creating great contentc. Designing a beautiful, mobile-friendlytemplate that matches your brandd. Getting your email openede. Tracking your results3. Putting it all together8
1. Why email marketing?Agenda1. Why email marketing?2. Harnessing the power of the inboxa. Growing a healthy listb. Creating great contentc. Designing a beautiful, mobile-friendlytemplate that matches your brandd. Getting your email openede. Tracking your results3. Putting it all together9
1. Why email marketing?Q: What is the #1 app on smartphones?A: EmailMore than half of all emails areopened on a mobile deviceMore people own a cell phonethan own a toothbrush!Source: Litmus
People read it91% of peoplecheck their email daily88% regularlycheck email on theirsmartphonesSource/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey
It’s reliableEmail gets delivered90 % of the time(Facebook postsreach just 2% of fans)Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey
Why Email?Because it works everywhere.
Email marketing has3x the conversionrate as social mediaFor every 1 spent on emailmarketing, there is a 44.25 average ROISource/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com Constant Contact Small Business Growth Survey
1. Why email marketing?First impressionsmatter. Should your first impression be
Should your first impression thisbe this:or this?Or this?16
1. Why email marketing?Why regular email doesn’t workWhy regular email doesn’t work Limited sending No formatting control Susceptible to filters No cohesive branding Potential SPAM complaints No tracking or reporting17
1. Why email marketing?Email marketing best practicesthat make you look great!Constant Contact will automatically: Provide beautiful templates Reinforce brand identity Manage subscriptions Ensure email delivery Track results Obey the law
2. Harnessing the power of the inbox: Grow a healthy listAgenda1. Why email marketing?2. Harnessing the power of the inboxa. Growing a healthy listb. Creating great contentc. Designing a beautiful, mobile-friendlytemplate that matches your brandd. Getting your email openede. Tracking your results3. Putting it all together19
2. Harnessing the power of the inbox: Grow a healthy listGrowing your list is all abouthow and where you ask.And yes, you have to.
How to Ask: The importance of permissionGet express consentBe straightforwardOffer opt-outRespect privacyBe legally compliant
Where to Ask: Everywhere you’re online23122
Where to Ask: Everywhere else!EventsUnchecked boxQR codesFishbowlSidewalk signsBut really, just ask.23
Tip: Use Text-to-Join to collect contactsSALONBELLASALONBELLA
Tip: Use QR codes to collect contacts
2. Harnessing the power of the inbox: Grow a healthy listDon’t forget - give them a reason to join your listand let them know when to expect it.Ongoing educationVIP preferenceInsider newsE-book, whitepaperUpdatesDiscountsThe #1 reason for an unsubscribe is irrelevant content.26
2. Harnessing the power of the inbox: Creating great contentAgenda1. Why email marketing?2. Harnessing the power of the inboxa. Growing a healthy listb. Creating great contentc. Designing a beautiful, mobile-friendlytemplate that matches your brandd. Getting your email openede. Tracking your results3. Putting it all together27
2. Harnessing the power of the inbox: Creating great contentFocus onbeing relevantFigure outhow much is“enough”Turn questionsinto contentImages arecontent tooPut your readers interests ahead of your own.
2. Harnessing the power of the inbox: Creating great contentWrite for your audience, not for you.%38unsubscribe if it’s boring%32Source: MarketingSherpasend it to spam if it’s irrelevant29
2. Harnessing the power of the inbox: Creating great contentWrite for your audience, not for you.30
2. Harnessing the power of the inbox: Creating great contentHowLessmuchenough?is ismore.3 pictures or lessSource: http://news.constantcontact.com20 lines of text or less31
2. Harnessing the power of the inbox: Creating great contentClicks per Link0.080.07Click Rate0.060.050.040.030.020.0101 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 30Number of Links123 5 most clickseh. okaysteep declineless to no clicksFewer links,more clicks
2. Harnessing the power of the inbox: Creating great contentTurn Questions Into ContentHow do I ensure my pipeswon’t burst this winter?5 Ways to ProtectYour Pipes this WinterCan I deduct the mileageI drive for volunteering?Your Top 3 MileageDeduction QuestionsHow do I get more peopleto attend my events?10 Ways to IncreaseEvent Attendance33
2. Harnessing the power of the inbox: Creating great contentImages are content too!90% of information processed by the brain is visual contentSource: www.adweek.com34
Working with photos Choose the right size Avoid copyright issues Use your own photos Find stock images35
2. Harnessing the power of the inbox: Creating great contentCommunicate through Content Make images clickable Keep key actionabove the scroll Limit the choices!Source: Constant Contact Data Reveals Direct Correlation Between Email Campaign Effectiveness and Number of Images and Text Lines Featured, 201536
2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly templateAgenda1. Why email marketing?2. Harnessing the power of the inboxa. Growing a healthy listb. Creating great contentc. Designing a beautiful, mobile-friendlytemplate that matches your brandd. Getting your email openede. Tracking your results3. Putting it all together37
2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly templateOptimize formobileEnsure consistentbrandingLook great – and recognizably you – in any inbox!
2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly templateBe recognizable. Everywhere.WebsiteEmail Be consistent Use images Use similar languageFacebook39
2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly templateNewslettersAnnouncementsPromotions stay top of mind share new products provide exclusive content send news or updates invite to a special event offer deals or coupons inform and educate ask for feedback ask for feedback
2. Harnessing the power of the inbox: Get your email openedSimple recipe for success.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
2. Harnessing the power of the inbox: Get your email openedAgenda1. Why email marketing?2. Harnessing the power of the inboxa. Growing a healthy listb. Creating great contentc. Designing a beautiful, mobile-friendlytemplate that matches your brandd. Getting your email openede. Tracking your results3. Putting it all together42
2. Harnessing the power of the inbox: Get your email openedRecognizedSenderCompellingSubjectGood TimingGive them 4 reasons to pay attention.Easy SocialOptions
Who sent it?How do people know you best?Make your “from name” and “from email” recognizable.44
More than1/3 of peopleopen an email based on the subject line.Source: Inwise45
2. Harnessing the power of the inbox: Get your email openedIs it worth reading?Identify your purpose. Be clear, be clever and.46
Size matters.Keep it short.30-40 characters max6-10 words maxControl “pre-header” textSource: Litmus47
2. Harnessing the power of the inbox: Get your email openedEntice them. Use pre-header text Customize the message48
Choose your words carefully.Act Now! WinRefundguaranteedoffersFreeGetFast! Clickhomedollarsratescash now Act Now! credittrafficorderUrgentPurchaseremoveFees incomemoney Save49
2. Harnessing the power of the inbox: Get your email openedTiming is everything.WhatHowdayoften?and time? Dayweek(MondayWednesday)Keepofthepromisesyou-made Timeof daytiming(10amacrossto 3pm)Coordinatechannels Test,test, testDeterminewhen it’s urgent50
When is it best to send emails?RestaurantsAccountants &FinancialAdvisorsHotels, Inns,B&BsReligiousOrganizationsArts & CraftsMondayTuesdayWednesdayThursdayFriday7:00 am6:00 am7:00 am12:00 pm5:00 am51
Best day to send(# of industries out of 33 studied)19641SundayAccountantArt, Culture, EntertainmentConsultantFinancial AdvisorFitness Center/RecreationLegal ServicesReal EstateSalon, Spa, Barber1MondayTuesday Wednesday ThursdayAccommodationsHome & Building ServicesMarketing, Advertising, PRProfessional ServicesTechnology11FridaySaturdayAutomotive ServicesEducation – Primary/SecondaryPersonal ServicesCool andinterestingfact:When toSend[#1]
2. Harnessing the power of the inbox: Get your email openedEmails with social media buttonsincrease click-through rates by158%53
2. Harnessing the power of the inbox: Tracking your resultsAgenda1. Why email marketing?2. Harnessing the power of the inboxa. Growing a healthy listb. Creating great contentc. Designing a beautiful, mobile-friendlytemplate that matches your brandd. Getting your email openede. Tracking your results3. Putting it all together54
2. Harnessing the power of the inbox: Tracking your resultsKnow whatmetricsmatterUse data tomakedecisionsDon’t guess. Use metrics.Focus on the“click through”
2. Harnessing the power of the inbox: Tracking your resultsOPENS Gauge interest Determine best day/timeIndustry averages: 8-28%56
2. Harnessing the power of the inbox: Tracking your resultsCLICKTHROUGHS Measure success Identify engaged readersIndustry averages: 5-18%57
2. Harnessing the power of the inbox: Tracking your resultsDID NOTOPENS Re-engage audience Test new methodsIndustry averages: 72-92%58
2. Harnessing the power of the inbox: Tracking your resultsOPT-OUTS Collect feedback Adjust mailing strategyIndustry average: 1%59
2. Harnessing the power of the inbox: Tracking your resultsBOUNCES Identify “bad” addresses Maintain clean listsIndustry average: 2-14%60
2. Harnessing the power of the inbox: Tracking your resultsMaking decisions based on LOW metricsLow OpensLow Clicks Have recognizable from name Have a strong call to action Write interesting subject line Keep email short Send timely emails Send targeted emails61
2. Harnessing the power of the inbox: Tracking your resultsMaking decisions based on HIGH metricsHigh OpensHigh Clicks Find the best time & day Format links to stand out Identify best keywords Offer links to preferred content Segment ‘super fans’ Segment ‘super clickers’62
Spotlight on the“click-through”63
View the“clickers”64
Target basedon interest65
3. Putting it all togetherAgenda1. Why email marketing?2. Harnessing the power of the inboxa. Growing a healthy listb. Creating great contentc. Designing a beautiful, mobile-friendlytemplate that matches your brandd. Getting your email openede. Tracking your results3. Putting it all together66
3. Putting it all together What an “ideal” email looks like What an “ideal” email looks like Subject line: keep it short(8 words, 35 characters)Include your businessname in ‘from name’ textWrite pre-header textto entice readersMake your logo clickableto your websiteCommunicate through imagesand make them clickable.Keep to 3 or fewer67
Less is more. Focus on relevant content.About 20 lines of text.Include a clear call-to-actionabove the scroll lineMinimize the number of links.One is best, after 3 clicks dropoff significantly.Apply your brand colorsUse social media buttons What an “ideal” email looks like 68
3. Putting it all togetherWhat an “ideal” email looks like Subject line: keep it short(8 words, 35 characters)Include your business namein ‘from name’ textApply your brand colorsInclude a clear call-to-actionabove the scroll lineWrite pre-header text toentice readersMake your logo clickableto your websiteCommunicate through imagesand make them clickable.Keep to 3 or fewerLess is more. Focus on relevantcontent. About 20 lines of text.Minimize the number of links.One is best, after 3 clicks dropoff significantly.Use social media buttons69
Small business marketing is.Nurturing relationships. Delivering on your promise. Getting measurable results.70
3. Putting it all togetherThree simple steps to get started:You have an advantage.1. Get your contact list together.Your connection toyour customers!2. Create and hit send!3. Watch what happens
You really can do this!72
ResourcesLearn more.Local resourceswww.constantcontact.comSelect “Be a Better Marketer”»Seminars & TrainingGet started today 60-day free trialwww.freetrialemail.comFind help.Constant Contact Marketing Resourcesblogs.constantcontact.com/libraryCheck out blog posts, guides, videos, infographics,recorded webinars and more!73
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Thank youEric OlsenCEO@ericsolsenQuestions after the event?facebook.com/fasturtleCall 480-348-0467@fasturtle Constant Contact 2015
2.Harnessing the power of the inbox a. 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 2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template
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your Inbox and store them under the All Mail system label. This helps avoid the cluttering of all messages in your Inbox. To archive a message, click the check box next to the Sender’s name in your Inbox then click Archive button on the top. The checked message will disappear from the Inbox and be moved to the All Mail label area on the left .
