Power of the Inbox
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The document outlines effective strategies for successful email marketing, emphasizing the importance of creating valuable content, maintaining a mobile-friendly design, and utilizing automation through autoresponder campaigns. It highlights how email marketing can boost sales and establish brand credibility while providing actionable advice on list building and audience engagement. Key elements include understanding audience preferences, crafting compelling subject lines, and employing visual content to enhance engagement rates.
Power of the Inbox
- 1. © Constant Contact 2015 The Power of the Inbox Tips andTricks for Successful Email Marketing
- 2. © Constant Contact 2015 Debbie Rinckey Owner – MarketWise – DesigningYour Online Strategies Authorized Local Expert – Constant Contact Welcome 907-229-2470/ kathy@kdprvirtual.com Kathy Day, APR Owner – Kathy Day Public Relations (KD/PR)Virtual Authorized Local Expert – Constant Contact 907-862-0319 / drinckey@mtaonline.net
- 4. 4 Should your first impression be this: Or this?
- 5. What is email marketing? Delivering professional email communications... to an interested audience... Containing information the recipient finds valuable... that looks great in any inbox!
- 6. 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 Boost repeat business.
- 7. What can it do for your business? 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
- 8. What can it do for your business? Drive revenue and profit. “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
- 9. You need to harness the power of the inbox. Are you ready?
- 10. Agenda 10 1.Why email marketing? 2.Harnessing the power of the inbox a. Grow a healthy list b. Creating great content c. Create a beautiful, mobile-friendly template that matches your brand d. Get your email opened e. Set up Autoresponder Campaigns f. SurveyYour Audience g. Tracking your results 3.Putting it all together
- 11. Agenda 11 1.Why email marketing? 2.Harnessing the power of the inbox a. Grow a healthy list b. Creating great content c. Create a beautiful, mobile-friendly template that matches your brand d. Get your email opened e. Set up Autoresponder Campaigns f. SurveyYour Audience g. Tracking your results 3.Putting it all together
- 12. A: Email More than half of all emails are opened on a mobile device Q:What is the #1 app on cell phones? More people own a cell phone than own a toothbrush! Source: Litmus 1.Why email marketing?
- 13. Why Email? Because email works everywhere. People read it 88% regularly check email on their smartphones (more than social media or videos) 91% of people check their email daily Email is reliable Email gets delivered 90+% of the time; (Facebook posts reach just 2% of fans) Email works Email marketing has 3x the conversion rate as social media For every $1 spent on email marketing, there is a $44.25 average ROI Source/s: Litmus; Direct Marketing Association; Pew Research Center, 2015; Forrester Research, 2014; Forbes.com; SalesForce.com
- 14. 17 • Limited # of emails sent at once • No formatting control • List break up more susceptible to filters • No cohesive branding • Potential SPAM complaints • No tracking and reporting of email results 1.Why email marketing? Why regular email doesn’t work
- 15. Email Marketing automates best practices for you - and makes you look great! • Provides beautiful, mobile-responsive, easy-to-use templates • Reinforces brand identity • Emails addressed to recipient only • Manages lists – adding new subscribers, handling bounce-backs, removing unsubscribes • Ensures email delivery, tracks results and obeys the law 1.Why email marketing?
- 16. Agenda 19 1.Why email marketing? 2.Harnessing the power of the inbox a. Grow a healthy list b. Creating great content c. Create a beautiful, mobile-friendly template that matches your brand d. Get your email opened e. Set up Autoresponder Campaigns f. SurveyYour Audience g. Tracking your results 3.Putting it all together
- 17. 2. Harnessing the power of the inbox: Grow a healthy list Growing your list is all about how and where you ask. And yes, you have to.
- 18. Ask for permission to send them emailGet express consent Include the option to unsubscribe in every emailOffer opt-out Let them know what content to expect & follow throughBe straightforward Post your privacy policy – it adds credibilityRespect privacy Respect the privilege of communicating & plan strategicallyDon’t overwhelm • Clear & obvious permission on your sign up form • Clearly identify the person, business or organization • Include a valid mailing address & phone number, email or web address • Inform them that they can unsubscribe any time • Have a process to record express consent Follow Compliance Guidelines (CAN-SPAM, CASL etc.) How to Ask: The importance of permission
- 19. 1 2 22 3 Where to Ask: Everywhere you’re online
- 20. 23 Collect email addresses at events At speaking engagements Sign up form on the bill or in a check presenter Add a QR code to your menu or table tents Print QR code on paper distribution materials Use a ‘fishbowl’ to collect business cards Use a sidewalk sign to offer an incentive to subscribe inside But really, just ask. Where to Ask: Everywhere else!
- 21. SALONBELLASALONBELLA Tip: UseText-to-Join to collect contacts
- 22. Don’t forget - give them a reason to join your list and let them know when to expect it. 25 Ongoing education related to your product VIP preference Insider news or exclusive access E-book, whitepaper, guide 2. Harnessing the power of the inbox: Grow a healthy list Updates on your mission Friends & Family discounts The #1 reason for an unsubscribe is irrelevant content.
- 23. Agenda 26 1.Why email marketing? 2.Harnessing the power of the inbox a. Grow a healthy list b.Creating great content c. Create a beautiful, mobile-friendly template that matches your brand d. Get your email opened e. Set up Autoresponder Campaigns f. SurveyYour Audience g. Tracking your results 3.Putting it all together
- 24. It’s not always about you. It’s about what you know, or what you have access to. 2. Harnessing the power of the inbox: Creating great content Focuson beingrelevant Figureout howmuchis “enough” Turnquestions intocontent Imagesare contenttoo
- 25. Write for your audience, not for you. 28 2. Harnessing the power of the inbox: Creating great content
- 26. Write for your audience, not for you. 29 2. Harnessing the power of the inbox: Creating great content 38% Unsubscribe if it’s boring Source: MarketingSherpa 32% Send it to spam if it’s irrelevant
- 27. 20 lines of text or less Less is more.How much is enough? 30 2. Harnessing the power of the inbox: Creating great content Source: http://news.constantcontact.com 3 pictures or less
- 28. Fewer links, more clicks 2. Harnessing the power of the inbox: Creating great content steep decline 3+ most clicks 1 eh... okay 2 less 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 ClickRate
- 29. 1. 5 Ways to ProtectYour Pipes from Freezing thisWinter 2. Answers toYourTop 3 Mileage Deduction Questions 3. Red or White? 5 Simple Wine-PairingTips 4. 10Ways to Sell MoreTickets forYour Next Event 1. How do I ensure my pipes won’t burst this winter? 2. Do I get to deduct mileage I drive from work to home each day? 3. What’s a simple way to pick the right wine? 4. How do I get more people to show up at my events? 32 …Into ContentTurn Questions… 2. Harnessing the power of the inbox: Creating great content
- 30. 2. Harnessing the power of the inbox: Creating great content Images are content too! 90% of information processed by the brain is visual content 33 Mmm... Source: www.adweek.com
- 31. Source:Constant Contact Data Reveals DirectCorrelation Between Email Campaign Effectiveness and Number of Images andText Lines Featured, 2015 34 • Communicate through pictures – and make them clickable • Keep key action above the scroll line • Use design wisely (and limit choices!) Communicate through Images 2. Harnessing the power of the inbox: Creating great content
- 32. 35 2. Harnessing the power of the inbox: Creating great content Stock photo sitesWorking with photos • Choose the right size • Avoid copyright issues • Use your own photos or stock images BigStock http://www.bigstockphoto.com StockVault.net http://www.stockvault.net FreeImages.com http://www.freeimages.com
- 33. Agenda 36 1.Why email marketing? 2.Harnessing the power of the inbox a. Grow a healthy list b. Creating great content c. Create a beautiful, mobile-friendly template that matches your brand d. Get your email opened e. Set up Autoresponder Campaigns f. SurveyYour Audience g. Tracking your results 3.Putting it all together
- 34. Look great – and recognizably you – in any inbox! 2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template Selectamobile- friendlytemplate thatmatchesyour message Makesureyour brandisconsistent everywhere
- 35. Frequency: Bi-weekly / monthly Content: Promotional / limited content Deals or coupons Promotions Frequency: Event / date driven Content: Promotional or educational with targeted message Surveys, new products, special events Announcements 2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template Frequency: Monthly / quarterly Content: Educational (often non- promotional) Newsletters
- 36. 39 2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template Facebook • Be consistent with logo & branding colors • Use images of your business, products & people • Use consistent language Email Website Be recognizable. Everywhere.
- 37. 2. Harnessing the power of the inbox: Create a beautiful, mobile-friendly template 40
- 38. Agenda 41 1.Why email marketing? 2.Harnessing the power of the inbox a. Grow a healthy list b. Creating great content c. Create a beautiful, mobile-friendly template that matches your brand d.Get your email opened e. Set up Autoresponder Campaigns f. SurveyYour Audience g. Tracking your results 3.Putting it all together
- 39. 2. Harnessing the power of the inbox: Get your email opened 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 Follow this simple recipe for success...
- 40. Give them 4 reasons to pay attention. 2. Harnessing the power of the inbox: Get your email opened Recognized Sender: “Whosentit?” Compelling Subject: “Isitworth reading?” GoodTiming: “Whenwasit received?” Easy‘share’ options: “CanIsendto friends?”
- 41. 44 2. Harnessing the power of the inbox: Get your email opened Who sent it? How do people know you best? Make your “from name” and “from email” recognizable.
- 42. Source: Inwise 45 open an email based on the subject line. More than 1/3 of people
- 43. 2. Harnessing the power of the inbox: Get your email opened Is it worth reading? Identify your purpose. Be clear, be clever and... 46
- 44. Entice them. •Use “teaser” text •Customize the message 2. Harnessing the power of the inbox: Get your email opened 47
- 45. Avoid the following: • Spam-like terms • Check your spam folder • Use spam-check button • ALL CAPITAL LETTERS • Excessive punctuation and symbols !!!, ???, $$$ Choose your words carefully. Freecredit Save offers Click income traffic now cash orderrates Urgent Act Now! Act Now! Get home dollars Fast! guaranteed FeesPurchase money Refund Win remove 48 2. Harnessing the power of the inbox: Get your email opened
- 46. 2. Harnessing the power of the inbox: Get your email opened 30-40 characters max typically appear on most mobile devices 6-10 words is best; 4-7 has greatest response Control first 11-18 words of “pre-header” text to entice mobile readers 51% of email is opened on mobile devices Source: Litmus 49 •Size matters. Keep it clear, keep it clever, keep it short.
- 47. Timing is everything.Create a master schedule. 50 2. Harnessing the power of the inbox: Get your email opened How often? • Keep the promises you made at signup (weekly, monthly, regular) • Coordinate timing across email and social channels for maximum impact • When it’s urgent! • When is your audience most likely to read it? • Day of week (Tuesday & Wednesday) • Time of day (10am to 3pm) • Test, test, test What day and time?
- 48. Monday Tuesday Wednesday Thursday Friday Restaurants Accountants & Financial Advisors Hotels, Inns, B&Bs Religious Organizations Arts & Crafts When is it best to send emails? 51 7:00 am 6:00 am 7:00 am 12:00 pm 5:00 am
- 49. 53 2. Harnessing the power of the inbox: Get your email opened Get to know what’s right for you... How to test the day and time that works. Time: 1.Use the same two audience lists 2.Select two times on the day with the best open rate 3.Send your email different times and watch for the best open rate Day: 1.Select two different audiences 2.Select two days in the week 3.Send your email and watch for the best open rate
- 50. 54 • Use the Share Bar • Ask people to like, share, retweet, pin • Add social media buttons 2. Harnessing the power of the inbox: Get your email opened Emails with social sharing buttons increase click-through rates by 158%
- 51. Agenda 55 1.Why email marketing? 2.Harnessing the power of the inbox a. Grow a healthy list b. Creating great content c. Create a beautiful, mobile-friendly template that matches your brand d. Get your email opened e. Set up Autoresponder Campaigns f. SurveyYour Audience g. Tracking your results 3.Putting it all together
- 52. You receive... 56 Automation tools are good for you and them Your customers receive... Clicks & downloads Bring visitors to the door Prompt reservations Encourage calls Coupons & discounts Videos, guides, e-books Support & assistance Information & tips
- 53. 57 Automation campaigns can help send what you wish you had the time to send. 1.What is an automation campaign?
- 54. 1.What is an automation campaign? Autoresponder 58 Welcome! Autoresponder works while you do.
- 55. How does it work? 59 1.What is an automation campaign? Subscriber joins via web sign-up (QR code,Text-to-Join, Facebook app) or you manually add them to a list A birthday email can be sent in advance of one’s special day A special message can be sent in advance of milestone date In a series, previous email sent triggers next in queue When a contact is added to a list Birthday event Anniversary event Previous email Actions that trigger emails to sendmessagesto newsubscribers:
- 56. 1.What is an automation campaign? Automation List Join Triggers Welcome Emails Autoresponder Date Based AnniversaryBirthday 60
- 57. 1.What is an automation campaign? 61 Date-based automation List Join automation Series of messages sent to new subscribers Messages initiate when prospects join mailing list Triggered by subscription One message sent to existing customers Messages initiate on special dates/occasions Triggered by data in contact record Created in advance for marketing Short, sweet & evergreen Contains one call-to-action
- 58. Email Website Social Media Make a lasting impression. Every time. Offer an incentive to join your mailing list – then make it easy 1.What is an automation campaign? They subscribe! Autoresponder delivers incentive immediately Subscriber takes action by redeeming coupon
- 59. 63 2. How do you know if you should use one? If you answer ‘yes’ to any of these questions… Autoresponder may be right for you Do you send the same introductory information over & over? Do you neglect to send information to new subscribers? Do you believe each subscriber should receive a friendly welcome? Do you want to create a lasting first impression immediately? Do you have specialized sub-audiences with varying interests? Do you want to celebrate customers’ birthdays? Do you want to send annual reminders?
- 60. 64 2. How do you know if you should use one? 60% Source: Fleishman-Hillard ChiefMarketer.com higher open rates reported when new subscribers receivedWelcome Email 89% of consumers turn to search engines to research products or services before purchasing Use Automation Campaigns.
- 61. Identify the goal. Strategize. 3a. Identify the goal of an autoresponder series A B 65
- 63. 67 Segment lists by your audience’s interests
- 64. 68 Event Announcements Free Shipping Special Offers and Discounts Free Shipping Free Shipping New Product Announcements Event Announcements Project Guides, Blogs Generalized Interest Special Offers and Discounts Free Shipping Special Offers and Discounts Generalized Interest New Product Announcements Generalized Interest Project Guides, Blogs
- 65. 3c. Use evergreen content Identify what you can offer - you have plenty Record a video series via smartphone Coupons, promo codes, consultations or gifts A special recipe Highlight products, services, employees with images Share a collage of photos Link to an informative blog post Access to an e-book, webinar or podcast A handout, cheat-sheet or How-To guide Tell your story in installments 69
- 66. Make it timeless. Make it evergreen. It is timeless, it never expires It includes goal-driven calls-to-action It’s short & sweet; informative, useful & timely Make it your best content.
- 67. 3.Timing Best Practices Scheduling your messages. Weekly? Monthly? Bi-weekly? Occasionally? 71
- 68. 72 4. How others use automation tools B2B Whatever you do…don’t forgetTheWelcome Email! B2C Non-profit
- 69. S M T W T F S 1 2 3 4 5 6 7 Regular Newsletter 8 9 10 11 Spring Patterns Promotion - $3.99/2 patterns 12 13 14 15 16 17 18 19 20 21 Subscribed: Welcome Email 2 free patterns 22 Share social media networks:YouTube, Facebook, Pinterest, Instagram & Our Company Story 23 LJ Partners Reseller Program & Links & Sew PowerfulCharity Foundation - Zambia 24 Introduction to Pixie Packs & Pixie Perks Rewards Program 25 “Buy 2 Get 1 Free" coupon for $3.99 patterns, Promo Code: onetimegift 26 27 Regular Newsletter 28 29 1 week follow-up + link to free tutorials 30 3.Timing Best Practices 75 Autoresponder Strategy Calendar – Liberty Jane Clothing – B2C New Subscriber Request to connect via social Blog post/resource links Regular newsletter Promotion of products or services Coupons/offers/ promotions Autoresponder Series
- 70. 4. How others use automation tools 76 B2C example: Liberty Jane Clothing
- 71. 4. How others use automation tools 77 B2C example: Liberty Jane Clothing
- 72. 4. How others use automation tools 78 B2C example: Liberty Jane Clothing
- 73. 4. How others use automation tools 79 B2C example: Liberty Jane Clothing
- 74. 4. How others use automation tools 80 B2C example: Liberty Jane Clothing
- 75. 4. How others use automation tools 81 B2C example: Liberty Jane Clothing
- 76. S M T W T F S 1 2 Regular Newsletter 3 4 5 6 7 8 9 10 11 12 Subscriber joined today 13 14 Learn How toGain Contacts & What Content toWrite 15 16 17 Subject Lines & Goal- Oriented Strategy 18 19 20 21 22 Simple Messages + Integrating Email into Marketing Plan 23 24 List Building Mastery Class Code 25 26 27 28 Regular Newsletter 29 30 3.Timing Best Practices 82 Autoresponder Strategy Calendar – BuildingAspirations – B2B New Subscriber Request to connect via social Blog post/resource links Regular newsletter Promotion of products or services Coupons/offers/ promotions Autoresponder Series
- 77. 4. How others use automation tools 83 B2B example: Building Aspirations Welcome Email: Sent Immediately 1st Automated Email: Sent day 3 2nd Automated Email: Sent day 6 3rd Automated Email: Sent day 11
- 78. S M T W T F S 1 2 3 4 5 6 Subscriber joined today! SendWelcome Email 7 Additional introduction video from founders 8 9 Wildfire damage and controlled reforestation video 10 11 How we reforest and rebuild ecosystems 12 13 14 15 Request to connect via social 16 17 Where to donate, how to volunteer, donation match program 18 19 20 21 22 23 Regular Newsletter 24 25 26 27 28 Fundraiser Invitation 29 30 3.Timing Best Practices 84 New Subscriber Request to connect via social Blog post/resource links Regular newsletter Promotion of products or services Coupons/offers/ promotions Autoresponder Strategy Calendar –The Leaf Line Project – Non-Profit Autoresponder Series
- 79. 4. How others use automation tools 85 Non-profit example: The Leaf Line Project
- 80. 86 3. How to use it the right way Remind that they subscribed – provide clear way to unsubscribe Tell them how many emails they can expect Set email to send immediately after joining Offer an attractive ‘ThankYou’ offer in initial email Neglect to remind them, neglect to include clear way to unsubscribe Send a lot of info in one email they have to sift through Forget to create this ‘evergreen’ immediate follow-up message! Forget to introduce your brand with your colors, logo, from name & mission statement Do these... Do not do these...
- 81. Next Steps 87 1.Determine how automation could be used 2.Identify call-to-action goals 3.Create segmented lists 4.Use evergreen content 5.Determine the timing 5. Next Steps
- 82. Agenda 88 1.Why email marketing? 2.Harnessing the power of the inbox a. Grow a healthy list b. Creating great content c. Create a beautiful, mobile-friendly template that matches your brand d. Get your email opened e. Set up Autoresponder Campaigns f. SurveyYour Audience g. Tracking your results 3.Putting it all together
- 83. What & Why The importance of listening “I’d spend more if the customer service was better.” “If I have a good experience, I definitely tell my friends.” “I don’t worry as much about the prices if the experience is great.” 89
- 84. • What do you need to know to help you take action or to make your business more successful? • Pick one thing and ask questions about that thing…be focused. • Every question you ask should already have a possible action associated with it. What & Why Know your objective 90
- 85. What & Why Know your objective Do they like our product? (i.e. Do you like our orange juice?) Do you think our Homestyle OJ is more or less bitter than other brands? Did they like our event? Did they like the layout of our event venue? Was the program too short, too long, or just right? Do you prefer a plated dinner or a buffet? Find out if our Facebook fans prefer pictures or links to articlesFind out if people read our Facebook posts 91
- 86. • Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.) • Objective (Better): Identify how I could use social media to better engage with my customers. What & Why Scenario #1 Sample question (answer choices) What social platforms do you use? (Facebook,Twitter, LinkedIn, Google+, Pinterest) Possible actions based on response Re-focus social media strategy on most popular channel. 92
- 87. • Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.) • Objective (Better): Identify how I could use social media to better engage with my customers. What & Why Scenario #1 93 What kind of content do you look for on social media? (articles, pictures of friends or organizations you follow, deals/coupons, jokes, quick tips, other) Develop desired content and feature in our social posts…also use results to build content for newsletter. Sample question (answer choices) Possible actions based on response
- 88. How often do you expect to see new content posted? (daily, 2-3x per week, weekly, 2x per month, monthly) Develop posting schedule to match desired frequency. newsletter. Sample question (answer choices) Possible actions based on response • Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.) • Objective (Better): Identify how I could use social media to better engage with my customers. What & Why Scenario #1 94
- 89. • Objective (OK): I want to figure out how to get more people to my events. • Objective (Better): Survey past registrants that didn’t show up, and figure out what would encourage them to attend. What & Why Scenario #2 96 Sample question (answer choices) To which area would you most likely travel to attend an event? (in the city, western suburbs, our store, dinner cruise) Possible actions based on response Start investigating venues in the area of the greatest response.
- 90. What kind of entertainment would you be most interested to see? (comedian, musician, performance artist, other) Leverage local network to find talent based on responses. Sample question (answer choices) Possible actions based on response • Objective (OK): I want to figure out how to get more people to my events. • Objective (Better): Survey past registrants that didn’t show up, and figure out what would encourage them to attend. What & Why Scenario #2 97
- 91. • Objective (OK): I want to figure out how to get more people to my events. • Objective (Better): Survey past registrants that didn’t show up, and figure out what would encourage them to attend. What & Why Scenario #2 98 At what time of day are you most likely to attend? (morning, afternoon, early evening, late evening) Develop venue strategy and pricing based on responses. Sample question (answer choices) Possible actions based on response
- 92. 100 What & Why Types of Surveys • Sent through email and/or social media • Get feedback, segment your audience by interest • Can be longer, but don’t have to be Surveys • Good for quick insight on one question • Pushed out through email, on your website or through social media Polls • Ask for feedback on a specific product or experience • Ask readers to rate your organization (directly or on a review site) Reviews
- 93. Structure & Questions Reasons for Surveys Employee needs Customer profiles All about events Relevance Customer experience Customer satisfaction 101
- 94. Structure & Questions Got questions? Response rate # of questions 102
- 95. Close-ended • Easy to answer • Easy to analyze and allow for great comparison • Ensure scales are balanced and clear Structure & Questions Got questions? SURVEY 103
- 96. Open-ended • Not limited by options • Provide deeper insights • Harder to answer = respondent fatigue • Harder to analyze, time- consuming to evaluate • Limits comparison Structure & Questions Got questions? SURVEY “Do you have any suggestions for improving our products?” Answer up to 1,000 characters Avoid a common mistake: Using too many open-ended questions. 104
- 97. Structure & Questions Question tips How would you rate Joe Dimaggio’s career? Are you very satisfied or very dissatisfied with us? (limits evaluation) Overall, how satisfied are you with us? What suggestions do you have for improving Tom’s Tomato Juice? (too general) What suggestions do you have for improving the taste of Tom’s Tomato Juice? How would you rate the career of legendary outfielder Joe Dimaggio? (leading question) 105
- 98. Structure & Questions Question tips You found the service to be _____ (provide 3-4 choices) How would you rate the food and the entertainment at the event? (double-barreled question) How would you rate the food? How would you rate the entertainment? How well did the RDD explain the use of CTAs to drive CTs? (jargon, abbreviations) How effectively did the speaker explain calls to action? What did you think of the service? (harder to compare results) 106
- 99. • Make your first question easy to answer. • Place your most important questions up front. • Ask for profile and demographic information at the end. • Explain why you need the information. • Keep it simple…don’t get too personal. • Don’t make these questions mandatory. Structure & Questions Question tips 107
- 100. 108 How long is long enough? 203 ? 204 ? 205 ? 206 ? 207 ? 208 ? 209 ? 210 ? 211 ? 212 ? 213 ? 214 ? • Don’t ask questions that aren’t relevant • Don’t ask two questions if one question is enough • Don’t ask too many open-ended questions (which feel longer) • Don’t ask too many demographic questions…
- 101. 109 How long is long enough? • Do have no more than 10-12 questions. • Do ask multiple-choice questions (feels shorter). • Do limit open-ended questions to no more than 3. • Do target a 5-8 minute completion time. • Take it yourself!
- 102. • On the fly (as you need to know something) When & Who When to survey? ? ? ? 110
- 103. • After an interaction When & Who When to survey? Event Survey 111
- 104. • Regularly scheduled When & Who When to survey? 112
- 105. 113 When & Who Categorize your audience Regular customers or donors VIPs Seasonal customers or supporters New!
- 106. 114 When & Who Segment your audience Longer survey of entire group January Short survey of small segment of group May Short survey of small segment of group September
- 107. Results & Follow-up Get the word out TXT 115
- 108. Results & Follow-up Hurry up and wait! 50% or more of survey responses come back the first day. 88% of responses will be submitted in the first week. 2 weeks is generally enough time to leave the survey open to maximize responses. 116
- 109. 117 Results & Follow-up I’m finished. Now what? Send respondents to a website where they can access an incentive, register for your next event, review testimonials, etc. Send respondents to a closing page where you can thank them, provide access to an incentive, share info on distribution of results
- 110. 118 Results & Follow-up Results should inspire action Review and analyze 1 Spot trends 2 Create an action plan 3 Follow up with people 4 Survey again! 5
- 111. 119 Results & Follow-up Review statistics and data % • Ensure staff is trained to redeem or honor offers and coupons. • Collect list sign-ups at redemption. • Collect information about their experience with the deal. • Use the same tools to follow up: email, social media and surveys.
- 112. 120 • Introduce new services, products, programs • Improve your website • Make communications more relevant • Attract new customers, clients, donors • Segment your audience for better targeting Results & Follow-up Create an action plan from results
- 113. 121 Engage in conversation 2 SUBMIT 1 SURVEY Pull insights THANK YOU! RESULTSPush questions Share results
- 114. 122 •Use consistent branding. •Personalize it. •Clearly state the purpose. •Clearly state any incentives. •Specify time involved. Next Steps Practical advice
- 115. 123 •Inform of confidentiality. •Clearly display call to action. •Include a closing date. •Include a thank you upon completion. Next Steps Practical advice Make people feel like they are part of helping your organization improve!
- 116. Next Steps Start small 2 2 of 10 1 SURVEY • Start with a single-item poll on your website or via social media. • Grow to 2-3 questions and start delivering them via your newsletter. • Eventually build to 10-12 questions, use different question types. • Share results with respondents. • Send out additional pulse surveys to smaller segments throughout the year. 124
- 117. Agenda 125 1.Why email marketing? 2.Harnessing the power of the inbox a. Grow a healthy list b. Creating great content c. Create a beautiful, mobile-friendly template that matches your brand d. Get your email opened e. Set up Autoresponder Campaigns f. SurveyYour Audience g.Tracking your results 3.Putting it all together
- 118. 2. Harnessing the power of the inbox: Tracking your results Knowwhat reporting matters Focusonthe “clickthrough” Usedatato makeyour nextdecision Tracking your results...
- 119. Small businesses believe that reports and analytics...
- 120. Know what metrics matter 2. Harnessing the power of the inbox: Tracking your results Open rate Pro: Indicates who is interested Click-through rate Pro: Shows who is engaged and taking action Shares Pro: Illustrates the content your audience finds most valuable 128 Con: Can be triggered automatically and be a false positive Con: Only shows individual recipient action Con: Only part of the story without the ‘click’ Opt-outs Pro: Gives you an opportunity to learn what’s not working Bounce rate Pro: Helps you keep your list healthy and email deliverability rates high
- 121. Spotlight on the “click-though” 129 2. Harnessing the power of the inbox: Tracking your results
- 122. 130
- 123. 131 2. Harnessing the power of the inbox: Tracking your results Making Decisions based on Metrics High open rate Make it even better: • Find the best time & day • Identify best keywords • Segment your audience by interest High open rate, low click-through rate Improve it by: • Have a strong call to action • Make email mobile friendly • Keep email short Low click-through rate Improve it by: • Watch timing & frequency • Write a strong subject line • Send relevant, engaging content Low open rate Low open rate, high click-through rate Make it even better: • Format links to stand out • Offer links to preferred content • Segment audience based on clicks High click-through rate
- 124. 51% 10% Pay attention to who is opening… 2. Harnessing the power of the inbox: Tracking your results Email Opens 100% Email “openers” 100%5% 38%
- 125. …and who is clicking You may have ‘superfans’ 2. Harnessing the power of the inbox: Tracking your results 44% 10% Click-throughs 100% “Clickers” 100%5% 33%
- 126. Agenda 134 1.Why email marketing? 2.Harnessing the power of the inbox a. Grow a healthy list b. Creating great content c. Create a beautiful, mobile-friendly template that matches your brand d. Get your email opened e. Set up Autoresponder Campaigns f. SurveyYour Audience g. Tracking your results 3.Putting it all together
- 127. You have an advantage. Your customers love you! 3. Putting it all together Three simple steps to get started: • Get your contact list together, even if it’s just five people. • Create and send one campaign…hit send! • Watch what happens…do more of what works.
- 128. What an “ideal” email looks like… Keep the preview pane in mind, maximize the top 2-4 inches Place your logo left or center, never on the right Use your brand colors Include your business name in ‘from name’ text Communicate through pictures and make them clickable… keep to 3 or fewer Less is more. Focus on relevant content. About 20 lines of text have the highest click-through rates. Use social media buttons Use the Share Bar 136 3. Putting it all together Subject line: keep below 50 characters (this one is 8 words, 35 characters) Keep key call-to-action above the scroll line Minimize the number of links. One is best, after 3 clicks drop off significantly. Choose the right template for your message and design for mobile
- 129. Resources 137 Get started today… 60-day free trial www.constantcontact.com Learn more... Local resources www.constantcontact.com Select “Be a Better Marketer”» Seminars &Training Find help... Constant Contact Marketing Resources blogs.constantcontact.com/library Check out blog posts, guides, videos, infographics, recorded webinars and more!
- 130. Exclusive Offer for Today’s Participants 138 30% OFF for your first 3 Months of Email Promo Code: ALEFEBEMAIL Send the best email! All it takes is Constant Contact® Terms and Conditions: This February Promotion (the "Promotion") begins on February 22, 2016 at 12:00 a.m., Eastern Time ("ET"), and ends on February 29, 2016 at 11:59 p.m., ET (the "Promotion Period"). If eligible Constant Contact customers purchase Constant Contact’s Email package during the Promotion Period, they will receive 30% off of such purchased product for the first three months after they become a paying customer. Constant Contact customers will be eligible to participate in this Promotion if they (i) are a Constant Contact trial account holder or a new Constant Contact customer who has never been a paying Constant Contact customer, (ii) become a paying Constant Contact customer and enter the applicable promo code during check out by 11:59 p.m., ET, on Monday, February 29, 2016 or call their Constant Contact Authorized Local Expert and mention this offer during such Authorized Local Expert’s normal business hours during the Promotion Period, and (iii) remain a paying Constant Contact customer for at least a full 30 calendar days from the date they first became a paying Constant Contact customer. After the first three months have ended, eligible participants will automatically be charged the current retail price for the product(s) unless they cancel their accounts or the applicable product. This Promotion cannot be combined with any other Constant Contact promotion or special offer. Constant Contact offers a 30-day money-back guarantee on your purchase of certain Constant Contact products, as more fully described at www.constantcontact.com/pricing. Constant Contact reserves the right, in its sole discretion, to suspend or cancel this Promotion at any time. This Promotion and all Constant Contact products and services are subject to the Constant Contact terms and conditions.
- 131. 139 •Questions?