Email Marketing Best Practices

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Email MarketingBest Practices
Free 60-day trial at http//darimonline.constantc
ontact.com
Alec SternVP, Strategic Market Development,
Constant Contact
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Topics Of Discussion

• Why Email Marketing?
• Creating a Winning Strategy
• A Non-Profit Use Of Constant Contact
• Constant Contact Customer Examples
• Constant Contact Overview
• Constant Contact Benefits

A Template For Success!
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Why Email Marketing?
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Why Email Marketing?

• Everyone is doing it!
• 75 of businesses have email lists
• 13 of total marketing budget is
• spent on email
• When asked what consumers would
• like email to replace
• 54 replace telemarketing
• 45 replace in-person sales calls
• 40 direct mail
• Source Association for
• Interactive Marketing, DoubleClick Study

E-MAIL ME THAT When asked e-mail usage in
daily Business activities, 85 said they use
e-mail to communicate with customers, 80 said
they communicate with partners and business
associates via e-mail, and 67 e-mail potential
buyers Source Interland
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The Answer is Email!
In the past, relationship marketing was primarily
done through direct marketing initiatives. These
proved to be too expensive for small businesses
to use effectively... Email marketing
drastically changed the economics making
relationship marketing viable for businesses of
all sizes and types saving time and money!
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Why Use An Email Marketing Service?Constant
Contact

• Email marketing services automate best practices
• Manage lists adding new subscribers, handling
  bounce-backs, removing unsubscribes
• Provide easy-to-use templates.
• Send readable formats HTML and/or Text
• Handle unsubscribe links required by law
• Ensure email delivery, tracks results and obeys
  the law

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Why Outlook Fails

• Standard Email Programs (e.g. Outlook, Hotmail)
  not designed for group email messaging
• Limited of emails sent at one time
• List break up more susceptible to filters
• Message can be filtered, blocked or undelivered
  without notice
• No tracking and reporting of email results
• If messages perceived as spam, entire corporate
  email server can be blocked by ISPs

What They Dont Know CAN Hurt Them
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Creating A Winning Strategy
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Collect email addresses everywhere
At networking eventsand meetings
On service or sales calls
At trade shows
Customer Prospect Database
Guest book
Website signup
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Determine Appropriate Format

• Newsletters
• Frequency monthly / quarterly
• Lots of educational content (typically
  non-promotional)
• Promotions
• Frequency bi-weekly / monthly
• Focus on promotion / limited content
• 2, 4, 6 product promotions, coupons
• Announcements
• Frequency event driven
• Promotional or educational with targeted message
• Invitations, special events

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Frequency Delivery

• Objective maximum impact / minimum intrusion
• How often to send
• Create a schedule
• Include frequency in online sign-up Monthly
  Newsletter
• Coordinate for maximum impact
• Newsletters (monthly / quarterly)
• Announcements / Event Invitations (as needed)
• When to send
• When is your audience most likely to read it?
• Day of week (Tuesday Wednesday)
• Time of day (10am to 3pm)
• Test, test, test

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Average Delivery Statistics
Open
Time
Day
50 - 62
1100 AM -1230 PM
Tuesday or Wednesday
34 - 44
330 PM
Thursday
18
930 AM
Friday
Your results may differ significantly!
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Getting Email Opened

• The From line
• Use a name the recipient will recognize
• Include your company name or brand
• The clearer the better
• The shorter the better
• Be consistent
• The Subject Line
• Keep it short and simple
• You have 3 seconds or less
• 30-40 characters including spaces (5-8 words)
• Incorporate a specific benefit
• Include your brand
• Capitalize and punctuate carefully
• Test!

60 of consumers say the "from" line most often
determines whether they open an email or delete
it. Source DoubleClick
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Legal CompliancePermission what is it and why
you need it?

• Two types of permission
• Explicit Opt-in from your website, a sign-up
  form or guest book
• Join our mailing list
• I would like to receive info from time-to-time
• Implicit Requests for information / registration
  forms, existing customer relationship
• Note Always make sure to ask for permission
  when collecting information from registration
  forms or tradeshows, etc.

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Evaluating Your Results

• Why does email bounce?
• Email addresses are no
• longer valid
• Servers are down
• Mailboxes are full
• Email is blocked
• Clean invalid addresses
• out of your list

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Evaluating Your Results

• Track Click-Through Rates
• Opens (time, frequency)
• Links
• Purchases
• Forward to a Friend
• Create Interest Categories
• Frequent Buyers
• Product Lines
• Bargain Shoppers
• Itch Cycles

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Evaluating Your Results

• What influences the open rate?
• From / Subject line
• Delivery day / time
• List overuse, age or quality
• Watch your trends over time

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Evaluating Your Results

• What influences the open rate?
• From / Subject line
• Delivery day / time
• List overuse, age or quality
• Why did people click through?
• Call-to-action or offer
• Copy
• What were they interested in?

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A Non-Profits Use Of Email Marketing?
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A Non-Profits Use Of Email MarketingWho and
What

• Constituents To Communicate To With Targeted
  Messages
• Members, Non-members
• Donors, Supporters
• Board of Directors, Board of Advisors
• Volunteers
• Types Of Communications
• Newsletters, Updates, Promotions
• Event and Fundraising Campaigns
• Holiday and Special Occasion Communications

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A Non-Profits Use Of Email MarketingIntrinsic
Benefits

• Email Communications Will Drive
• Website Traffic, Call-ins
• Click to Purchase, Donate, Sponsor
• Forwarded Messages and List Building
• Top Of Mind Action Reinforced
• A Learned Experience
• See Who Opens and Clicks-Through For Follow-up
• Send Targeted Messages Based on Opens/Clicks and
  Readability
• See Who Didnt Get The Communication and Why

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Darim OnlineExamplesUsingConstant Contact
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Temple Mount SinaiEmail Sample
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Temple Mount SinaiWebsite
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Kol HaNeshamah Weekly Email
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Temple Israel CenterEmail Sample
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Constant Contact Overview
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About Constant Contact
With over 60,000 customers, Constant Contact is
the leading email marketing service for small
businesses, associations, and nonprofits.
Constant Contact is a web-based email marketing
solution that enables small organizations to
easily create and send professional email
newsletters, promotions, announcements and more
with no technical expertise required. Designed
and priced for SMBs, Constant Contact is
affordable, easy-to-use and includes a free
60-day trial.
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Constant Contact is the Market Leader

• Over 60,000 customers
• Fast growing, profitable company
• Outstanding customer satisfaction
• Award-winning product
• 450 million emails sent each month
• High deliverability rate of 98

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About Constant ContactDo-It-Yourself Email
Marketing

• Designed and priced for small and mid-sized
  businesses and organizations
• Easy to use
• Effective
• Affordable
• Web-based, software as a service
• Major features
• List management and image hosting
• 130 customizable templates
• Real-time reporting
• Industry leader
• SMB email marketing leader
• Pulling away from the competition

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Fanatically Focused on the Customer Experience

• Usability
• Campaign consultants
• Customer support and consulting
• On-demand tutorials
• In-product coaching tips
• Product updates and alerts
• Customer feedback
• Surveys
• In person meetings
• Customer calls

We Teach SMBs How To Be Good Email Marketers
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Constant Contact is Easy and Affordable for Small
Businesses
We couldnt be happier with your product and are
thankful to have such an affordable tool for
staying in constant contact with our visitors.
       

• List management
• Image hosting
• Real-time reporting
• Permission management
• Over 130 professional templates
• Free Support

Marti Mayne, PR ManagerMt. Washington Valley CoC
Constant Contact is by far the most
cost-effective, accountable, reliable, quick and
convenient method for disseminating information
to our recipients.     
Mike Nelson, Rancho Cucamonga Redevelopment
Agency
We have found Constant Contact to be our best
method of consistent communication.
P.A. d'Arbeloff, Executive Director Boston
Public Library
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Constant Contact Customer Benefits
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Constant ContactCustomer Benefits

• Free 60-day trial up to 100 email addresses
• Customer pricing starts as low as 15 a month
• Pre-payment discounts available for all
  customers
• Special pre-payment discount for non-profit
  customers
• Constant Contact move-in service for customers
• Communications Consultant calls customers to
  help them get started
• Constant Contact customer support and training
• Phone and email support fortrial, free and
  paying customersConstant Contact daily live
  webinars for getting started
• And Much Much More

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Continuous Tips How Tos Teach Customers How To
Be A Good Email Marketer
CC Resource Center
Hints Tips Newsletter
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Extensive Support
Customer Support Tools
Various Support Options
Self-Help Support Tool
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Non-stop Coaching On-Demand Tutorials Webinars
On Demand Tutorials
On Demand and Live Webinars
Daily Getting Started Live Webinar
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Alec SternVP, Strategic Market Developmentp
781-472-8142e astern_at_constantcontact.com
THANK YOU!
Free 60-day trial at http//darimonline.constantc
ontact.com