email secrets of the pros

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Halfmoon Yoga B B Q Email Secrets of the Pros How to look better and build bigger lists © 2014

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Watch the full webinar @ http://www.theurldr.com/register-email-secrets-pros-webinar/ Learn how to look better and build bigger lists with this slide deck from the webinar, "Email Secrets of the Pros." This presentation looks at dozens and dozens ( 5 dozen, in fact) of ways that you can increase the size of your email list, regardless of whether you're a B2C, B2B, or nonprofit. But once you have this huge email list, you need to know what to send to your audience to drive action. The URL Dr. covers best practices in email design and marketing that will increase your success with your program. Watch the full webinar, on demand for a limited time.

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Page 1: Email Secrets of the Pros

Halfmoon YogaHalfmoon Yoga

B•B•Q

Email Secrets of the ProsHow to look better and build bigger lists

© 2014

Page 2: Email Secrets of the Pros

2013 Constant Contact All Star Award Winner

Kim Butler, The URL Dr.

[email protected]

facebook.com/theurldr

@theurldr

#theurldrwebinar

Page 3: Email Secrets of the Pros

Agenda

Basics of Email Design

Mobile Friendly Emails

Email Best Practices

Advanced Email Techniques for Better Results

60 Ways to Grow Your Email List

Page 4: Email Secrets of the Pros

Basics of Email Design

Page 5: Email Secrets of the Pros

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

Page 6: Email Secrets of the Pros

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

Page 7: Email Secrets of the Pros

Email Basics

Use your images3

Use your own photos

Make all your pictures clickable links

Page 8: Email Secrets of the Pros

Email Basics

Make it easy4

Help them find the right product / service

Communicate through pictures

Use design wisely(and limit choices!)

Page 9: Email Secrets of the Pros

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

Page 10: Email Secrets of the Pros

Mobile Friendly Emails

Page 11: Email Secrets of the Pros

Mobile Friendly Emails

11

Exp

eria

n M

arke

tin

g Se

rvic

es

50%of email is opened on a mobile device.

Page 12: Email Secrets of the Pros

Mobile Friendly Emails

1 Avoid using too much text

Page 13: Email Secrets of the Pros

Mobile Friendly Emails

2 Avoid multiple columns

Page 14: Email Secrets of the Pros

Mobile Friendly Emails

3 Clear & easy calls to action

BEST!!Just OK

Better

Page 15: Email Secrets of the Pros

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

Page 16: Email Secrets of the Pros

Mobile Friendly Emails

Better: 22-point headlines, 16-point body text

4 Avoid tiny fonts

Page 17: Email Secrets of the Pros

Mobile Friendly Emails

5 Use images carefully

Page 18: Email Secrets of the Pros

Email Best Practices

Page 19: Email Secrets of the Pros

Email Best Practices

Make it shareable1

Share bar

Simple Share

Ask people to like, share, retweet, pin

Page 20: Email Secrets of the Pros

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

Page 21: Email Secrets of the Pros

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

Page 22: Email Secrets of the Pros

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?

Page 23: Email Secrets of the Pros

Email Best Practices

Winning the battle of prioritiesSubject Lines

5

SECONDS WORDS TODAY

Page 24: Email Secrets of the Pros

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

Page 25: Email Secrets of the Pros

Email Best Practices

When to send6

Monthly is most common

Ask yourself: “When are my readers likely to take the action I want?”

Page 26: Email Secrets of the Pros

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

Page 27: Email Secrets of the Pros

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

Page 28: Email Secrets of the Pros

Email Best Practices

When to send or postDo not be romanced by a high open rate –

measure actions!

Page 29: Email Secrets of the Pros

Advanced Email Techniques

Page 30: Email Secrets of the Pros

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

Page 31: Email Secrets of the Pros

• 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

Page 32: Email Secrets of the Pros

• Create a Series using an Autoresponder

Autoresponders

Make sure you listen and respond!

3

Page 33: Email Secrets of the Pros

You are not marketing.If you’re not measuring, 4

Page 34: Email Secrets of the Pros

60 Ways to Grow Your List

Page 35: Email Secrets of the Pros

Keep it simple.Sometimes a papersig n-up sheet is thebest way to g o.

Use paper

sign-up sheet1

Page 36: Email Secrets of the Pros

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

Page 37: Email Secrets of the Pros

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

Page 38: Email Secrets of the Pros

L ook to yourpersonal network tohelp kick start yourlist g row th.

Ask friends

and family4

Page 39: Email Secrets of the Pros

Put a fishbowl onyour counter andg ive customers anincentive to drop intheir business cardsto join your list.

Put a fishbowl

on the counter5

Page 40: Email Secrets of the Pros

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

Page 41: Email Secrets of the Pros

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

Page 42: Email Secrets of the Pros

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

Page 43: Email Secrets of the Pros

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

Page 44: Email Secrets of the Pros

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

Page 45: Email Secrets of the Pros

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

Page 46: Email Secrets of the Pros

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

Page 47: Email Secrets of the Pros

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

Page 48: Email Secrets of the Pros

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

Page 49: Email Secrets of the Pros

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

Page 50: Email Secrets of the Pros

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

Page 51: Email Secrets of the Pros

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

Page 52: Email Secrets of the Pros

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

Page 53: Email Secrets of the Pros

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

Page 54: Email Secrets of the Pros

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

Page 55: Email Secrets of the Pros

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

Page 56: Email Secrets of the Pros

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

Page 57: Email Secrets of the Pros

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

Page 58: Email Secrets of the Pros

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

Page 59: Email Secrets of the Pros

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

Page 60: Email Secrets of the Pros

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

Page 61: Email Secrets of the Pros

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

Page 62: Email Secrets of the Pros

Collect email addresses whenpeople are making a purchase.Be sure to indicate they ’reopting -in to receive futureemails from you.

Online

payment forms28

Page 63: Email Secrets of the Pros

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

Page 64: Email Secrets of the Pros

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

Page 65: Email Secrets of the Pros

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

Page 66: Email Secrets of the Pros

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

Page 67: Email Secrets of the Pros

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

Page 68: Email Secrets of the Pros

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

Page 69: Email Secrets of the Pros

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

Page 70: Email Secrets of the Pros

Get more exposurefor your email list byincluding a link in yourregular emails.

Your email

signature36

Page 71: Email Secrets of the Pros

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

Page 72: Email Secrets of the Pros

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

Page 73: Email Secrets of the Pros

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

Page 74: Email Secrets of the Pros

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

Page 75: Email Secrets of the Pros

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

Page 76: Email Secrets of the Pros

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

Page 77: Email Secrets of the Pros

Get the most out of yourprint advertising investment.Tell people to visit yourwebsite and join your list!

Run an ad

in the paper43

Page 78: Email Secrets of the Pros

Work with your businesscard supplier to add a QRcode with a call-to-actionto join your email list.

On your

business cards44

Page 79: Email Secrets of the Pros

Own a restaurant? A dd aQR code on your menuand let people join youremail list at the table.

Add to your

menu45

Page 80: Email Secrets of the Pros

Shipping orders to customerswho placed an order online?Put a QR code on your boxesand encourag e customers tosign up.

Use your

shipping boxes46

Page 81: Email Secrets of the Pros

Stay in touch before, during ,and after your event bycollecting email addresseswhen people register foryour event.

During event

registration47

Page 82: Email Secrets of the Pros

Collect email addresses atyour event with a papersig n-up sheet, QR code, oreven via text-messag e.

Collect email

addresses

at your event48

Page 83: Email Secrets of the Pros

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

Page 84: Email Secrets of the Pros

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

Page 85: Email Secrets of the Pros

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

Page 86: Email Secrets of the Pros

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

Page 87: Email Secrets of the Pros

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

Page 88: Email Secrets of the Pros

L ook for ways to reward yourcustomers and g row youremail list in the process!

Start a

loyalty program54

Page 89: Email Secrets of the Pros

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

Page 90: Email Secrets of the Pros

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

Page 91: Email Secrets of the Pros

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

Page 92: Email Secrets of the Pros

Offer a coupon

on Facebook58

Page 93: Email Secrets of the Pros

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

Page 94: Email Secrets of the Pros

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

Page 95: Email Secrets of the Pros

Email Basics

Page 96: Email Secrets of the Pros

96

Page 97: Email Secrets of the Pros

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