email marketing best practices
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Email Marketing Best PracticesGet Results – Drive Business
Copyright © 2013 Constant Contact Inc.
Hello! Here’s my contact info – let’s connect
Vanessa CabreraChief Creative OfficerYour Social Media Mentor, Inc.www.yoursocialmediamentor.com
Copyright © 2013 Constant Contact, Inc.
www.facebook.com/yoursocialmediamentor
yoursocialmediamentor@gmail.com
www.twitter.com/socialmediamntr
www.linkedin.com/in/vanessacabrera/
Email Marketing BasicsIncreasing Your Open RateBuilding a Quality Email ListWhen to Send
Copyright © 2013 Constant Contact Inc.
Key #
Increase Your1Open Rate
Copyright © 2013 Constant Contact, Inc.
Getting Email Opened
The “From” line
■ Use a name your audiencerecognizes
■ Include your organizationname or brand
■ Refer to your business inthe same way your
audience does
Be consistent
60% of consumers saythe "from" line mostoften determineswhether they open anemail or delete it.Source: DoubleClick
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Getting Email Opened
The “From” line - use a familiar email address
Some email
programs
display From
name + email
Some email
programs
display only
From email
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Getting Email Opened
The “Subject” Line
■ Keep it short and simple
■ 30-40 characters including spaces(5-8 words)
■ Incorporate the immediate benefitof opening the email
■ Capitalize and punctuate carefully■ Avoid copying the techniques
inherent in spam emails.
Emails with shortersubject lines significantlyoutperformed emails withlonger subject lines.
- MailerMailer (2008)
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Avoiding “Spam-speak”
The words: free, guarantee, spam, credit card et
ALL CAPITAL LETTERS
Excessive punctuation !!!, ???
Excessive use of “click here”
$$, and other symbols
No “From:” address
Misleading subject lines
Example: Typical spam “From” and “Subject” lines
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Email Delivery Checklist
Ask yourself before you send your message…
■ Are your images working together with text to identifyyour email?
■ Are you avoiding spam-like content in your emails?
■ Is your Email Service Provider authenticating your email?■ Is your From line familiar and are you using a familiar
email address?
■ Does your Subject line include the immediate benefits ofyour email?
Copyright © 2013 Constant Contact, Inc.
Key #
Build a Quality List2 With Permission
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Build Your List Where YouConnect
Incoming or EventsOutgoing Calls and Meetings
Email Place of Business OnlineSignature Guest Book Presence
4
57% of consumers will fill outa card to receive email alertswhen asked to by a clerk at alocal small business.
Customer & Prospect DatabaseSource: Transact Media Group
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Types of Permission
Types of permission
Explicit: Opt in from your website or storefront
■ “Join our mailing list”
■ Single vs. Double Opt-in
Implicit: Requests for information / registrationforms, existing customer relationship
Note: Always make sureto ask for permissionwhen collecting
information
Copyright © 2013 Constant Contact, Inc
Integrate Email Marketing andSocial Media Marketing
Copyright © 2013 Constant Contact, Inc.
Integrate Email Marketing with Social Media Marketing
Make a Join My MailingList available on allsocial media platforms.
Make social mediabuttons a consistentpart of all emails.
Collecting Information and Permission
■ Include your logoand brand identity.
■ Describe your emailcontent and how oftenyou’ll be sending
■ Ask about yourcustomers’ intereststo stay relevant
■ Ask for additionalcontact informationwhen necessary
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Sending a Welcome Email
■ Include your logoand brand identity
■ Personalizeyour message
■ Reinforcepermission andability to changepreferences
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Confirming Permission
■ Include yourlogo and brandidentity
■ Ask for explicitconfirmation
■ Include aconfirmationlink
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Using a Permission Reminder
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Keeping Your List Current
■ Include yourlogo and brandidentity
■ Provide a link sosubscribers canupdate contact info
■ Ask for feedback
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List Building and PermissionChecklist
Ask yourself as you build your list…
Are you collecting contact information at every customertouch point, including social media?
Are you asking for permission as well as contact information?
Are you clearly describing your email frequency and content?
Are you sending a welcome email or a confirmation email,especially to those who have joined your list via social media?
Are you using permission and subscription reminders tostay current?
Copyright © 2013 Constant Contact, Inc.
Key #
When to 3 Send
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Frequency & Delivery Time
How often to send
■ Create a master schedule
■ Include frequency in online sign-up “Monthly Newsletter”
■ Keep content concise and relevant to planned frequency
When to send
■ When is your audience most likely to read it?
■ Day of week (Tuesday & Wednesday)
■ Time of day (10am to 3pm)
■ Test for timing
■ Divide your list into equal parts
■ Send at different times and compare results
Maximum impact with minimum intrusion
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Email Content Checklist
Ask yourself as you create content…
■ Are you trying to promote, inform, or relate?■ What is your audience interested in?■ Is your email format branded and supportive of
your message?
■ Is your email concise and does it include a strongcall to action?
■ Does your content match your frequency andtiming?
Copyright © 2013 Constant Contact, Inc.
What next?
Just getting started?
■ Start building your list
■ Learn how to create an email
■ Sign up for a free trial
Ready to learn more?
■ Attend one of my in-depth seminar
■ Read Email Marketing for Dummies■ Visit the Constant Contact learning
center
Want to expand your expertise?
■ Join Constant Contact’s onlinecommunity
■ Follow Constant Contact’s Blog and or Your Social Media Mentor’s Blog for Tips Tricks yoursocialmediamentor.com/social-media-quick-tips/
ConstantContact.comCopyright © 2013 Constant Contact, Inc.
Thank You!
Enjoy the rest of The American Asian Business Expo
Copyright © 2013 Constant Contact Inc.
Thank You!
Vanessa CabreraChief Creative OfficerYour Social Media Mentor, Inc.www.yoursocialmediamentor.com
Copyright © 2013 Constant Contact, Inc.
www.facebook.com/yoursocialmediamentor
yoursocialmediamentor@gmail.com
www.twitter.com/socialmediamntr
www.linkedin.com/in/vanessacabrera/
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