MARKETING 101 Enterprise Centre (MBEC) SMALL BUSINESS BASICS - - PowerPoint PPT Presentation

CONNECT WITH US

@MississaugaEDO

July 2020 Presented by

Laura Dunkley

@LauraLDunkley Digital Marketing Consultant, Mississauga Business Enterprise Centre (MBEC)

EMAIL MARKETING 101

SMALL BUSINESS BASICS

DISCLAIMER

thefutureisunlimited.ca

This webinar is hosted by The Corporation of the City of Mississauga’s Economic Development Office (the “City of Mississauga”). The information/materials provided in this webinar have been authored, prepared and delivered by other third parties and are intended as general information only, and do not comprise and should not be considered professional advice, directions or recommendations nor a complete statement of the law on any particular topics presented. Every situation is unique and involves specific business, commercial, health and safety and legal issues within a provincial/federal regulatory framework which is constantly changing and evolving. The information, views and opinions expressed on this webinar do not reflect those of the City of Mississauga and are not endorsed or recommended in any way by the City of Mississauga and should not be relied upon without the benefit of independent professional advice. It is further recommended that you contact an appropriate licensed professional and the responsible departments of the Provincial/Federal Government and obtain specific advice and direction with respect to any topics in this webinar. The City of Mississauga expressly disclaims any responsibility

• r liability for any use or reliance on, and any inaccuracies, errors or omissions contained

within the information, materials and opinions presented by in this webinar.

LAURA DUNKLEY

Digital Marketing Consultant - MBEC

Laura has spent over 20 years as an entrepreneur. After selling her retail business in 2008, Laura worked as an independent communications consultant before joining the team at MBEC in 2017. Offering her extensive knowledge and expertise in the area

• f social media, digital marketing, and public relations, Laura

continues to help numerous entrepreneurs and small business owners develop communication strategies to launch and grow their businesses in this digital era.

Twitter / Instagram / LinkedIn @lauraldunkley Blog - LauraDunkley.com Contact – laura.dunkley@Mississauga.ca / 905-615-3200 ext 4094

MBEC

Mississauga Business Enterprise Centre

Your central source for small business information, resources and guidance.

mississauga.ca/mbec

SMALL BUSINESS TRAINING

Online Webinars

mississauga.ca/mbec

Are you 18 years and over interested in starting, expanding or purchasing a business in Mississauga? The program provides:

• Free training and business skills development
• Free mentorship and guidance
• Opportunity to apply for a program grant of

up to $5,000 after the completion of mandatory training and mentorship. MISSISSAUGA.CA/STARTERCOMPANYPLUS

mandatory info session dates – Aug 4, 6 (general) 11, 13 (music industry)

STARTER COMPANY PLUS

PROGRAM

thefutureisunlimited.ca

thefutureisunlimited.ca

Mississaugamade.ca

thefutureisunlimited.ca

Digitalmainstreet.ca/shopHERE

• 1. Branded online

Shopify store

• 2. Help setting up store
• 3. Ecommerce & Digital

Marketing support

• 4. Access to Free tools

** The ShopHERE program is free for participants to sign up and have a Shopify store

• built. Businesses will be

responsible for the monthly Shopify fee after the initial 90-day trial.

What do businesses and Artists get as part of ShopHERE?

thefutureisunlimited.ca

www.thefutureisunlimited.ca/covid-19/ thefutureisunlimited.ca/covid-19

Source: mailchimp.com/marketin g-glossary/email- marketing/

EMAIL MARKETING is a form of direct marketing that uses email to promote your business’s products or services. It can help make your customers aware of your latest items or offers. It can also play a pivotal role in teaching folks about your brand or keeping them engaged between purchases.

WHA WHAT T IS EMAIL MARKETING

EMAIL MARKETING

TYPES OF EMAILS - ECOMMERCE

PR PROMO OMOTION TIONAL

• New

Products/Services

• Time-sensitive deals
• Subscriber-only

discounts

• Seasonal Promotions
• Newsletter
• Content Update
• Order Confirmation
• Order Receipts
• Shipping Notification
• Check-in/Feedback

TRA TRANSA NSACTIO CTIONAL AL LIFECY LIFECYCLE CLE

• Shopping Cart

Abandonment

• Welcome email

series

• Second order emails
• Win-back series

3.9B 3.9B

User Users

In 2019 global email users amounted to 3.9 billion users (Statista, 2020). This figure is set to grow to 4.3 billion users in 2023 (Statista, 2020).

81% 81%

• f SMBs still rely on email as their

primary customer acquisition channel, and 80% for retention (Emarsys, 2018).

87%

• f marketers use email marketing to

disseminate their content (Content Marketing Institute, 2019)

WHY WHY ?

$1=$42

For every $1 you spend on emails marketing, you can expect an average return of $42 (DMA, 2019)

69% 69%

mor more or e order ders

Sending three abandoned cart emails results in 69% more orders than a single email (Omnisend, 2018).

EMAIL MARKETING 101

Ref: https://www.oberlo.ca/blog/email-marketing-statistics (June 2020)

• 78%

Ref: https://optinmonster.com/is-email-marketing-dead- heres-what-the-statistics-show/

Email is used by [almost] everyone!

EMAIL MARKETING 101

www.hubspot.com/covid-data

COVID-19 DATA

EMAIL MARKETING

DIGITAL MARKETING 7 STEPS

1. BUSINESS PLAN 2. TARGET AUDIENCES 3. SET GOALS 4. RIGHT CHANNELS 5. THE PLAN 6. GREAT CONTENT 7. TRACK PERFORMANCE

EARNED PAID OWNED

• Audience
• Trends
• Budget/Resources
• Regulations
• Effort : Impact
• 1. BUSINESS PLAN
• 2. TARGET AUDIENCES
• 3. SET GOALS
• 4. RIGHT CHANNELS
• 5. THE PLAN
• 6. GREAT CONTENT
• 7. TRACK PERFORMANCE

DIGITAL MARKETING 101 7 STEP GUIDE

Build your list

• Networking events
• Tradeshows
• Point of Sale
• Print
• Digital Material
• Event Registration
• Webinars / Virtual Events
• Surveys

GETTING STARTED

EMAIL MARKETING 101

• Wha

hat value t value will will you o

• u offer y

er your c

• ur clients?

lients?

Giv Give people e people a r a reason eason to join to join

• Contest
• Discount
• Giveaway
• Information
• V.I.P. Status (first to know)

EMAIL MARKETING 101

Ref: https://www.fights pam.gc.ca/eic/site/ 030.nsf/eng/home

EMAIL MARKETING 101

• More information - https://crtc.gc.ca/eng/com500/faq500.htm

bit.ly/mississauga-edo-enews

Let them know

• Who is sending

them information

• What they will

receive

• How often
• How to contact

Information about company

• What the

information will be used for? Municipal Act 2001 Section 11

• How to unsubscribe

• …beyond consent for the EU

Ref: https://www.the-cma.org/regulatory/privacy/eu- privacy-law

GDPR GDPR Gener

General Da al Data Pr ta Protection

• tection

Regula gulation tion

Does the law apply to you? If you're a Canadian organization, you are subject to the GDPR if you:

• Have an establishment or physical presence in the EU,
• Offer goods or services to EU residents (even at no

charge), or;

• Intentionally monitor or profile behaviours of

individuals in the EU.

• There are also implications if you are a third-party

processor of EU personal data.

Effective as

• f May 25

2018.

EMAIL MARKETING 101

• The right to be informed
• The right of access
• The right to rectification [correct information]
• The right to erasure [remove information]
• The right to restrict processing
• The right to data portability [transfer data]
• The right to object [to data processing]
• Automated decision making & profiling rights –

Safeguards against risks during automation

GDPR GDPR

Gener General Da al Data Pr ta Protection

• tection

Regula gulation tion

Ref: https://www.the-cma.org/regulatory/privacy/eu- privacy-law

EMAIL MARKETING 101

e.g. MailChimp, Constant Contact, Aweber, HubSpot

Use 3 Use 3rd

rd Par

arty ty

• Automation
• Forms
• Low cost + scalable
• CASL/GDPR compliant
• Templates available
• Reporting
• List management
• Integration with other digital tools

EMAIL MARKETING 101

Read More: https://blog.hubspot.com/ marketing/best-email- marketing-services

Use statistics as benchmarks

• Engagement rates for your industry
• What is a good open rate?
• What is more popular – mobile / desktop?

Ref: (updated April, 2020) https://www.smartinsights.co m/email-marketing/email- communications- strategy/statistics-sources- for-email-marketing/

PLAN PLAN

EMAIL MARKETING 101

• Is there a best time to send

emails?

General Guidelines

• Tuesday, Wednesday, Thursday
• Avoid Mondays
• Weekends
• Send a few days before and then a reminder

right before event if it makes sense

• Daytime, but now with mobile, people are
• pening their emails later.

KNOW YOUR AUDIENCE

EMAIL MARKETING 101

• Mak

Make it e it EASY EASY to sign to sign up up

(and manage)

• Website

 Simple  Timely = across all the website, end of article, end of form  Embed / Pop-Up

• Email signature
• E-Newsletter Surveys
• End of articles

• Social Media

 Profiles, CTA, posts

• Event attendee lists

 check consent (implied>express) .csv file

• Graphics

 clear messaging, adds emphasis, hyperlink

• Print marketing

 limited space so use one URL  Website (general)  Landing page (campaign)  TIP - shorten URL e.g. Bitly.com

EMAIL MARKETING 101

BUILD

Offer value to increase email subscribers Advertising, Content marketing, Contest, etc.

NURTURE

Thank them for signing up! Send them promotional/news - More giving than getting Welcome automated email, E-Newsletters, promotions

CONVERT

‘nudge’ to buy Sale is made [to some] Invite to an event, sale/promotion, new release

RETAIN

Learn Adapt Stay in touch Promote product

• Send thank-you
• Retarget campaigns
• Support emails
• Confirmation of sale
• Customer service feedback

EMAIL MARKETING 101

Trac ack k Mar Marketing eting Camp Campaign aigns

Learn more – https://www.socialmediaexa miner.com/how-to-use- google-analytics-to- eliminate-uncertainty-chris- mercer/

https://ga-dev- tools.appspot.com/ campaign-url- builder/

https://www.thefutureisunlimited.ca MailChimp SCP-2020 ENews SCP-2020-now-open

BUILD Email Mar Email Marketing eting – Trac ack P k Perf erfor

• rmance

mance

Traffic to landing pages (#, type) Advertisements (# + $) Content (# + $) Incentives (# + $)

NURTURE

# Email subscribers # Email Campaigns # Emails confirmed emails sent + opens Email Domain Performance (trouble shooting)

CONVERT

# Clicks Type of articles clicked Revenue generated

RETAIN

#Unsubscribes Direct emails (# + comment) Feedback surveys (polls) Customer stats ($$ spent, time)

Trac acking king Mar Marketing eting Camp Campaign aigns

Learn more – https://www.socialmediaexa miner.com/how-to-use- google-analytics-to- eliminate-uncertainty-chris- mercer/

TR TRUTH is in UTH is in the TRE the TRENDS NDS PO POWER is i WER is in n the P the PATTERN TTERN

• Chris Mercer

65% 65%

• f people

people ar are visual e visual lear learner ners People eople pr process

• cess

vis visuals uals

60,000x 60,000x FASTER ASTER

43% 43% MORE MORE PERSU PERSUASIVE ASIVE

DESIGN DESIGN

+

EMAIL MARKETING 101

Source: https://neilpatel.com/blog/visual-content-you-need-to-use-in-your-marketing-campaign/

Design Tips Design Tips

• Keep it Simple
• Targeted
• Important stuff on top
• Quality graphic/photo
• Use headers
• Max 2 fonts
• Responsive
• Brand it!
• White space is okay
• Width matters.

EMAIL MARKETING 101

Tips Tips

• Choose a great subject line
• Have a solid hook.
• Keep your email short & to the point.
• Clear “Call to Action”
• Use clear and direct language.
• Make it ‘scannable’
• Reads well on mobile & desktop.

WRITING WRITING

Subject line Headline Logo Body Main Image Background Colour (White) Body Container Colour (Green) Call to Action (CTA)

Business Information + Main CTA Social Links Terms & Conditions, name and/or company name physical mailing address, contact information an unsubscribe mechanism FOOTER AREA

EMAIL MARKETING 101

EMAIL MARKETING 101

• Reaffirm - double opt-in
• Automated – easy to manage
• Fulfillment confirmation – sales, registration, etc.
• Make sure future emails get through
• Helps build trust

 Tell more about company  Provide  Chance to personalize (gather info)

EMAIL MARKETING 101

See more: https://econsultancy.com/10-examples-of- welcome-emails-of-varying-quality-from-online-retailers/

EMAIL MARKETING 101

Campaign Examples Campaign Examples

See more: https://www.canva.com/le arn/best-email-designs/

Email Campaign Email Campaign – Scenario

• Business Goal – Increase market share for cat & dog grooming
• Business Objectives – Get 20 new dog & cat grooming clients by the end of July
• Target Audiences – Cat & Dog clients are very different (persona research)
• Marketing Goals
• Bring awareness to the grooming services offered.
• Increase acceptance that Pet Palace can provide the ‘royal’ treatment
• Get people to sign up to try the services.

EMAIL MARKETING 101

• Tactics
• Offer a 2 day event with free 15 minute free grooming – one day for cats,

and one day for dogs

• Promote the event through email campaign, social media, in-store
• Metrics to measure success
• Emails sent / opened / clicked thru (MailChimp)
• Social Media posts + shares
• Traffic to landing pages (MailChimp)
• Positive feedback (In-store, Google review, social media shares, etc.)
• Appointments booked
• Repeat customers [retention]

EMAIL MARKETING 101

Sign up here

bit.ly/email-marketing-demo-list

Oct 27

When replicating a past campaign? Check details!!

Ca Cat & Dog Dog Gr Grooming

• oming – Email

Email Campaigns Campaigns

• 3.9B people have emails & growing
• SEGMENT = PERSONALIZATION
• PLAN as part of your digital marketing strategy
• TRACKING SUCCESS starts at the beginning
• DO, LEARN, ADJUST
• DESIGN matters – keep it simple & get to the point
• Email Marketing in ALL stages of the Customer Journey
• Start now collecting email subscribers
• Remember to get CONSENT

EMAIL MARKETING 101

EMAIL MARKETING 101

SMALL BUSINESS BASICS

CONNECT WITH US

@MississaugaEDO

July 2020 Presented by

Laura Dunkley

@LauraLDunkley Digital Marketing Consultant, Mississauga Business Enterprise Centre (MBEC)