Power of the Inbox

© Constant Contact 2015
The Power of the Inbox
Tips andTricks for Successful Email Marketing

© 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
Should your first impression be this: Or this?

What is email marketing?
Delivering professional
email communications...
to an
interested
audience...
Containing
information the
recipient finds
valuable...
that looks great
in any inbox!

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.

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

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

You need to harness the power of the inbox.
Are you ready?

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

Agenda
11

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

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

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
Why regular email doesn’t work

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

Agenda
19

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.

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

1
2
22
3
Where to Ask: Everywhere you’re online

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!

SALONBELLASALONBELLA
Tip: UseText-to-Join to collect contacts

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.

Agenda
26
b.Creating great content

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

Write for your audience, not for you.
28

Write for your audience, not for you.
29
38% Unsubscribe if it’s boring
Source: MarketingSherpa
32% Send it to spam if it’s irrelevant

20 lines of text or less
Less is more.How much is enough?
30
Source: http://news.constantcontact.com
3 pictures or less

Fewer links,
more clicks
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

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…

Images are content too!
90% of information processed by the brain is visual content
33
Mmm...
Source: www.adweek.com

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

35
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

Agenda
36

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

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
Frequency:
Monthly / quarterly
Content:
Educational (often non-
promotional)
Newsletters

39
Facebook
• Be consistent with logo &
branding colors
• Use images of your
business, products &
people
• Use consistent language
Email
Website
Be recognizable. Everywhere.

40

Agenda
41
d.Get your email opened

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...

Give them 4 reasons to pay attention.
Recognized
Sender:
“Whosentit?”
Compelling
Subject:
“Isitworth
reading?”
GoodTiming:
“Whenwasit
received?”
Easy‘share’
options:
“CanIsendto
friends?”

44
Who sent it?
How do people know you best?
Make your “from name” and “from email” recognizable.

Source: Inwise 45
open an email based on the subject line.
More than 1/3 of people

Is it worth reading?
Identify your purpose. Be clear, be clever and...
46

Entice them.
•Use “teaser” text
•Customize the message
47

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

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.

Timing is everything.Create a master schedule.
50
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?

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

53
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

54
• Use the Share Bar
• Ask people to like, share,
retweet, pin
• Add social media buttons
Emails with social sharing buttons increase
click-through rates by 158%

Agenda
55

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

57
Automation campaigns can help send
what you wish you had the time to send.
1.What is an automation campaign?

Autoresponder
58
Welcome!
Autoresponder works while you do.

How does it work?
59
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:

Automation
List Join Triggers
Welcome
Emails
Autoresponder Date Based
AnniversaryBirthday
60

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

Email
Website
Social Media
Make a lasting impression. Every time.
Offer an incentive to join
your mailing list – then
make it easy
They subscribe!
Autoresponder
delivers incentive
immediately
Subscriber
takes action by
redeeming coupon

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?

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.

Identify
the goal.
Strategize.
3a. Identify the goal of an autoresponder series
A B
65

67
Segment lists by your audience’s interests

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
New Product
Announcements
Project Guides, Blogs

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

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.

3.Timing Best Practices
Scheduling your messages.
Weekly?
Monthly? Bi-weekly?
Occasionally?
71

72
4. How others use automation tools
B2B
Whatever you do…don’t forgetTheWelcome Email!
B2C Non-profit

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
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

76
B2C example:
Liberty Jane
Clothing

77
B2C example:
Liberty Jane
Clothing

78
B2C example:
Liberty Jane
Clothing

79
B2C example:
Liberty Jane
Clothing

80
B2C example:
Liberty Jane
Clothing

81
B2C example:
Liberty Jane
Clothing

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
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

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

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
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

85
Non-profit
example:
The Leaf Line
Project

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...

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

Agenda
88

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

• 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

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

• 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

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

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.
What & Why
Scenario #1
94

• 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.

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.
to attend.
What & Why
Scenario #2
97

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.

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

Structure & Questions
Reasons for Surveys
Employee needs Customer profiles All about events
Relevance Customer experience Customer satisfaction
101

Got questions?
Response rate
# of questions
102

Close-ended
• Easy to answer
• Easy to analyze and allow for great
comparison
• Ensure scales are balanced and clear
Got questions?
SURVEY
103

Open-ended
• Not limited by options
• Provide deeper insights
• Harder to answer = respondent
fatigue
• Harder to analyze, time-
consuming to evaluate
• Limits comparison
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

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

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

• 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.
Question tips
107

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…

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!

• On the fly (as you need to know
something)
When & Who
When to survey?
?
?
?
110

• After an interaction
When & Who
When to survey?
Event
Survey
111

• Regularly scheduled
When & Who
When to survey?
112

113
When & Who
Categorize your audience
Regular customers or donors
VIPs
Seasonal customers or supporters
New!

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

Results & Follow-up
Get the word out
TXT
115

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

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

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

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.

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

121
Engage in conversation
2
SUBMIT
1
SURVEY
Pull insights
THANK YOU!
RESULTSPush questions
Share results

122
•Use consistent branding.
•Personalize it.
•Clearly state the purpose.
•Clearly state any incentives.
•Specify time involved.
Next Steps
Practical advice

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!

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

Agenda
125
g.Tracking your results

2. Harnessing the power of the inbox: Tracking your results
Knowwhat
reporting
matters
Focusonthe
“clickthrough”
Usedatato
makeyour
nextdecision
Tracking your results...

Small businesses believe that reports and analytics...

Know what metrics matter
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

Spotlight on the
“click-though”
129

131
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

51%
10%
Pay
attention to
who is
opening…
Email Opens
100%
Email “openers”
100%5%
38%

…and who
is clicking
You may have
‘superfans’
44%
10%
Click-throughs
100%
“Clickers”
100%5%
33%

Agenda
134

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.

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

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!

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.

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