email secrets of the pros
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Halfmoon YogaHalfmoon Yoga
B•B•Q
Email Secrets of the ProsHow to look better and build bigger lists
© 2014
2013 Constant Contact All Star Award Winner
Kim Butler, The URL Dr.
KimButler@TheURLdr.com
facebook.com/theurldr
@theurldr
#theurldrwebinar
Agenda
Basics of Email Design
Mobile Friendly Emails
Email Best Practices
Advanced Email Techniques for Better Results
60 Ways to Grow Your Email List
Basics of Email Design
Email Basics
Look great1
Use a template system with mobile friendly designs
Place logo left or center
Include social media links
Include full address and phone number in the footer
Email Basics
Look like you2
Be consistent
Match the colors in your logo or website
Use simple color capture tools colorcop.net
search “Pixeur”
DigitalColor Meterinstalled on Macs
Email Basics
Use your images3
Use your own photos
Make all your pictures clickable links
Email Basics
Make it easy4
Help them find the right product / service
Communicate through pictures
Use design wisely(and limit choices!)
Email Basics
Use calls to action5
The focal point of the email
Eye catching and easy to click on
Place above the scroll line
Don’t give too many choices
9
Mobile Friendly Emails
Mobile Friendly Emails
11
Exp
eria
n M
arke
tin
g Se
rvic
es
50%of email is opened on a mobile device.
Mobile Friendly Emails
1 Avoid using too much text
Mobile Friendly Emails
2 Avoid multiple columns
Mobile Friendly Emails
3 Clear & easy calls to action
BEST!!Just OK
Better
Mobile Friendly Emails
Minimum: 22-point headlines, 11-point body text, improved contrast
9-point font, headlines don’t stand out
4 Avoid tiny fonts
Mobile Friendly Emails
Better: 22-point headlines, 16-point body text
4 Avoid tiny fonts
Mobile Friendly Emails
5 Use images carefully
Email Best Practices
Email Best Practices
Make it shareable1
Share bar
Simple Share
Ask people to like, share, retweet, pin
Email Best Practices
Make it engaging with reviews2
*Source: BrightLocal“ Local Consumer Review Survey,” 2014
88% read reviews before purchasing*
Don’t be afraid to ask!
Include relevant reviews, feedback, ratings and quotes
Email Best Practices
Make it engaging with video3
Spotlight your products, services and customers
Promote your video
*Source: Forrester Research
Videos increase click-through rates by 300%*
Put “video” in the subject line
Email Best Practices
3 Words that rule your world: Now, Later, Never
4
Who is it from?
What’s the subject?
When do you send your communications?
Email Best Practices
Winning the battle of prioritiesSubject Lines
5
SECONDS WORDS TODAY
Email Best Practices
Subject Lines
Tomorrow: Need 3 Hammers – Can You Help?
$5 Free to be Naughty…or nice?
Daily Alert – “Bunnies are Evil”
Still time! Openings available for Cooking Classes
5
Email Best Practices
When to send6
Monthly is most common
Ask yourself: “When are my readers likely to take the action I want?”
Email Best Practices
Find your best day6
Send your e-mail, watch for best response
Select 3 days in the week to test
Divide your list into3 groups of people
1
2
3
Email Best Practices
Find your best time6
Select 3 times on the day with the best results
Use same 3 groups of people
Send email at 3 different times of day, note time with best results
1
2
3
Email Best Practices
When to send or postDo not be romanced by a high open rate –
measure actions!
Advanced Email Techniques
Regular customers or donors
Advanced Email Techniques
Segmentation
VIPs
Seasonal customers or supporters
New!
Divide people into groups based on information like interests and demographics
1
• Set up “Welcome” & “Update” Messages• You can pre-schedule Campaigns• Use A Scheduling Tool for social engagement
Automate What You Can
Make sure you listen and respond!
2
• Create a Series using an Autoresponder
Autoresponders
Make sure you listen and respond!
3
You are not marketing.If you’re not measuring, 4
60 Ways to Grow Your List
Keep it simple.Sometimes a papersig n-up sheet is thebest way to g o.
Use paper
sign-up sheet1
Just having a sig n-upform available won’talways be enoug h.Train yourself andyour employees toalways be askingprospective contactsto sig n up.
Ask
face to face2
D on’t overlookthe obvious. Youprobably alreadyhave a database ofcontacts who wouldlove to join your list.A sk them to sig n up.
w w w.constantcontact.com /learning -center
Check your
database3
L ook to yourpersonal network tohelp kick start yourlist g row th.
Ask friends
and family4
Put a fishbowl onyour counter andg ive customers anincentive to drop intheir business cardsto join your list.
Put a fishbowl
on the counter5
Insig ht provided by Constant Contact K now How w w w.constantcontact.com /learning -center
“ Ring , Ring ”
Having a great conversation with a customer orsupporter? Keep the conversation g oing —ask them to join your email list!
Over the
phone6
U sing a sidewalk sig nor sandwich board tobring in foot traffic?Tell passersby aboutall the g reat info,discounts, and newsthey ’ll f ind by sig ningup for your emails.
Use your
sidewalk sign7
If there’s one daypeople are excitedabout finding newbusinesses it ’s s m allBu sin ess s atu rd ay.m ake sure you’reasking people tojoin your list whenthey come in for thisspecial day.
w w w.constantcontact.com /learning -center
Participate in
Small Business
Saturday8
t ip : Constant Contact customers can use our
free app to add a sig n-up form rig ht to their
page and collect email addresses without
doing any extra work. Find out how.
m ake it easy for fans to join your listby adding a sig n-up form to yourFacebook Pag e.
Add a sign-up
form to your
Facebook page9
L ea rn m o re : New to Twitter? Find out how to
get started!
Write yourself a note now : “ Tweetabout my email list once a week.” Youshould also post about your email liston your other social networks, but lessfrequently than you would on Twitter.
Tweet it!10
You can now include acall to action on the CoverPhoto of your FacebookPage. Have some fun with it and ask people to join yourlist.
Update your
Facebook page
cover photo11
Supercharg e your Facebook list g row th with aFacebook A d. A dd new fans and new subscribersby driving people to your Facebook sig n-upform.
Buy a
Facebook ad12
w w w.constantcontact.com /learning -center
M aking the leap into online video?Talk about your emails in a videoand tell people where to sig n up.
Use your
Youtube channel13
L ea rn m o re : New to Foursquare? Find out
how to get started!
Foursquare lets you update your business’s infoand post alerts to people in the area. Try sharinga link to your sig n-up form and see how it does.
Insig ht provided by Constant Contact K now How w w w.constantcontact.com /learning -center
Use
Foursquare14
w w w.constantcontact.com /learning -center
When appropriate letmembers of the sameL inkedIn Groupsknow about youremail list.
L ea rn m o re : New to LinkedIn? Find out how
to get started!
Join a
LinkedIn group15
L ike L inkedIn Groups,Google+ Communitiesare the place Google+users g o to findinformation relevant tothem. Share your latestemail and ask membersto join your list.
Join a Google+
Community16
t ip : Find out how to run and participate i
Tweet Chat. n a
Tweet chats are a g reat way toboost engag ement on Twitter.It can help you attract newfollowers and can g ive you aunique opportunity to growyour list.
Host a
Tweet chat17
Tell people why they shouldsig n up in 6 seconds orless. You can share yourVine video on Facebook orTwitter and can embed iton your blog.
L ea rn m o re : New to Vine? Find out
more.
Insig ht provided by Constant Contact K now How w w w.constantcontact.com /learning -center
Use
Vine18
A llow social connectionsto easily find your email sig n-up form by linkingto it in your profiles. Tryit on Facebook, Twitter,L inkedIn, Pinterest, orGoog le+.
Add a sign-up
link to your
social bios19
w w w.constantcontact.com /learning -center
Create a board on Pinterest and“pin” your email newsletterrig ht when it comes out! U sean imag e from your email ortake a screenshot of your entirenewsletter to g ive readers apreview of your content.
Sample your
content on
Pinterest20
Easily add a link to your sig n-up form on your website andcollect emails from people whovisit your site. Give your sign -up form plenty of visibility byputting it on every pag e.
Add sign-up
form to your
website21
A sk your current contactswhy they enjoy your emailsand then create a pag e onyour website highlightingthe big g est benefits ofsigning up.
Create a
“reasons to
sign-up”page22
D on’t ask too many questions.You may miss chances to g rowyour email list. Keep your sig n-up form short and simple. Onlyask for the information that ’sabsolutely necessary. You cancollect more information downthe line.
w w w.constantcontact.com /learning -center
Keep your
sign-up form
short23
If someone enjoys whatyou have to say on yourblog , there’s a g oodchance they ’d want tosee your updates in theirinbox.
t ip : Constant Contact customers using Wordpress
can use our free Wordpress integ ration to create a
sig n-up form that adds email addresses directly to
a Constant Contact email list. Find out how.
Add to your
blog24
Writing for other blogs is ag reat way to g et in front of anew audience. Include a linkto your sign -up form in yourauthor bio. If people like yourpost, they ’ll want to g et moreinformation from you.
Guest
blog25
Participate inconversations about yourarea of expertise on yourfavorite blogs. When youleave a comment you ’ll also be able to add a linkback to your website aspart of your identif yinginformation. This can leadpeople to your websitewhere they can sig n upfor your email list.
w w w.constantcontact.com /learning -center
Comment on
blog posts26
Join our list to learn more aboutwhat we have to of fer!
Join our list to receiveexclusive discounts!
Over 1,000 people have signed upto receive our emails each month.Sign up today!
Don’t miss a thing! Join our email list to get updates sent to yourinbox once a week.
Test dif ferent calls-to-action andsee how your audience responds.
w w w.constantcontact.com /learning -center
Test different
calls to action27
Collect email addresses whenpeople are making a purchase.Be sure to indicate they ’reopting -in to receive futureemails from you.
Online
payment forms28
w w w.constantcontact.com /learning -center
D id you know that 49% of small businesses have never updatedtheir online listing s? Keep yourlisting up-to-date and provide alink to join your email list.
Optimize online
listings29
Mention your email newslet ter during your podcast . (Have youlistened to our weekly s p eakeasy M arketin g Ro u n d tab lePodcast? Check it out and while you’re there, subscribe to ourHints & Tipsnewslet ter at the top of the page! )
w w w.constantcontact.com /learning -center
Use your
podcast30
w w w.constantcontact.com /learning -center
A dd a sig n-up link to your nextonline survey. L et people sharetheir feedback and join youremail list.
Collect emails with
an online survey31
U se Email A rchive to promoteyour past emails. You can shareyour archive on your blog ,website, and on social media.
w w w.constantcontact.com /learning -center
Promote your
email archive32
You never know how people areg oing to find your emails. Whennew readers find them, makesure they have a way to sig n up.
Put a sign-up
link in your
newsletter33
t ip : If you want people to share your email, be
sure to tell them directly, “ Share this email.”
Sometimes, the best way to g rowyour list is to extend the reach ofyour emails. A dd social sharebuttons to make it easy forpeople to share your emails ontheir social networks.
Add social
share buttons
to your email34
t ip : If you want people to forward your emails
more often be sure to create share-worthy
content. Find out how.
A dd a “ forward to a friend”button to your emails to help youreach your next subscribers.
Use forward to
a friend35
Get more exposurefor your email list byincluding a link in yourregular emails.
Your email
signature36
With picM o n key, you can put text overimag es— a g reat way to ask people to joinyour list! Share your imag es on Facebook,Twitter, or hang them in your store.
L ea rn m o re : New to Picm onkey? Find out more.
Use
PicMonkey37
D ownload the Qu ic k v iewapp from Constant Contact soyou can enter new emails on-the-g o.
There’s an
app for that38
M ore than half of all A mericans now havesmartphones. u se Constant Contact ’s Text-to-Join feature to let your people sign upvia text messag e.
Insig ht provided by Constant Contact K now How w w w.constantcontact.com /learning -center
Use text to
join39
A dd a QR code to a flyer, post, orbrochure and make it easy for peopleto scan-to-join your email list.
t ip : Constant Contact customers can easily
create a QR code rig ht in their accounts. Find
out more.
Use a
QR Code40
Wondering what to do with thenew iPad? u se it to collect email addresses in-store or at your nextevent.
t ip : Constant Contact customers can use
iCapture app to add email addresses directly
to their accounts. Find out more.
Use an
ipad41
Giving out flyers, brochures, or pamphletsat your store or office? L et people knowyour emails are the best source for up-to-date information.
Use a
brochure42
Get the most out of yourprint advertising investment.Tell people to visit yourwebsite and join your list!
Run an ad
in the paper43
Work with your businesscard supplier to add a QRcode with a call-to-actionto join your email list.
On your
business cards44
Own a restaurant? A dd aQR code on your menuand let people join youremail list at the table.
Add to your
menu45
Shipping orders to customerswho placed an order online?Put a QR code on your boxesand encourag e customers tosign up.
Use your
shipping boxes46
Stay in touch before, during ,and after your event bycollecting email addresseswhen people register foryour event.
During event
registration47
Collect email addresses atyour event with a papersig n-up sheet, QR code, oreven via text-messag e.
Collect email
addresses
at your event48
Work with other businessesand organizations in yourcommunity to host an event.It ’s a g reat way to introduceyour business (and your email list ) to a whole new audience.
Insig ht provided by Constant Contact K now How w w w.constantcontact.com /learning -center
Be a
sponsor49
If people are interested in what you haveto say, there’s a g ood chance they ’ll beinterested in what you write in youremails. L et people know you have aresource they can sig n up to receive.
Book a speaking
engagement50
D o you use table tents in yourrestaurant or at your events? A dda QR code and make it easy forattendees to join your email list.
Use your
table tents51
Raffle off a prize yourcustomers will love andcollect email addressesin the process.
t ip : A lways let people know they ’ll also
be joining your email list and receiving
follow -up emails from you.
Insig ht provided by Constant Contact K now How w w w.constantcontact.com /learning -center
Run an in-store
raffle52
With s o cial c am p aig n s f ro mc o n stant c o n tact , you can run acontest on Facebook and collectemail addresses in the process.
Run a Facebook
sweepstakes53
L ook for ways to reward yourcustomers and g row youremail list in the process!
Start a
loyalty program54
Create a club to help celebrateyour customers’ birthdays andg row your email list.
Insig ht provided by Constant Contact K now How w w w.constantcontact.com /learning -center
Run a
birthday club55
If you want deal buyers tocome back after the deal isover, you need to make iteasy for people to join yourlist!
t ip : With s aveLocal f ro m c o n stant c o ntact
you can collect email addresses rig ht when
someone purchases your deal. Find out how.
Insig ht provided by Constant Contact K now How w w w.constantcontact.com /learning -center
Run a
local deal56
Testing your luck withone of the big -namedeal providers? D on’tforg et to ask newcustomers to join yourmailing list when theyredeem the offer.
Ask when someone
redeems an offer57
Offer a coupon
on Facebook58
You can offer up a g reatpiece of content— like awhitepaper, eBook, org uide—to entice people tojoin your list
Offer a piece
of content59
Get your employees excitedabout g rowing your email list.Offer a prize to the employeewho collects the most email addresses.
60 Offer an incentive
to your employees
Email Basics
96
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