The Email Marketing & Social Media Playbook

1. The Email Marketing & Social Media Playbook

2. The Playbook according to CC • Great tool; but this isn’t about Constant Contact……. Use the tool you like – Mail Chimp, or other service provider. • http://www.constantcontact-playbook.com/?pn=mikenail • Email Marketing + Social Media = more success! • Get Ready • Get Set • Grow

3. Get Ready, Get Set, Grow! • Get Ready = Prep your campaign by answering a few questions about your business and your customers so you can create a “dynamite” offer. • Get Set = Build your email campaign and make it social. • Grow = Send, Share and Succeed with 7 steps and 7 days.

4. Define Your Vision of Success • Imagine you’ve launched your campaign and it’s a great success! • What do you see your customers doing? • Calling your business? • Telling everyone about you? • Writing a positive review? • Becoming more aware of your brand? • Reading an article you’ve published and sharing it? • Marveling over your industry expertise? You get the idea; now write down what you envision………

5. Understand Your Customer • You must know your audience so you know what to offer and why they will respond. How do you get to know your customers? Ask them…… • Understand why a customer would want you, your product or service. • You’re unique • You deliver value and service (superior of course) • Your customers trust you Use your worksheet, think it out…..

6. Build Your Offer • Of all the wonderful things you’ve thought about that will drive customers, prospects, donors, etc. to you…. Pick one: Your offer MUST be compelling, it cannot be just a good offer, it must rock. • The Offer Checklist • Could the offer come from just any company? Or does it showcase your unique value? • Does the offer inspire a sense of urgency for customers to act now? • Is the offer so exciting that your customers will want to share it with their networks? • Does the offer set up the action you want for your vision of success? • Say the offer is successful…do you have the necessary resources to deliver the product or service (staff, space, materials, time, etc.) in a way that will guarantee a good customer experience?

7. Get Set……. The successful email • A successful email has…….

8. Successful emails all have these… • A Compelling Subject Line.Stand out in the inbox. Keep your subject lines short and to the point, and tease the best part of your offer. A compelling subject line is what gets people to open. An Attention-Grabbing Headline.When someone’s opened the email, your offer headline is what will get your audience to keep reading. So sell the incredible value that is your offer in 10 words or less.A Dynamite Offer.This dynamite offer is going to be what gets your audience to act, and to share. Make sure it passes our Offer Checklist!A Clear Call To Action.A clear call to action shows your audience how to act…what do they need to do to make the dynamite offer theirs?

9. Create Your Email and make it Social • A few things to keep in mind: • Make it clear why the offer is perfect for your audience.Even better: show your audience why they should share your offer with their networks.Keep the offer focused and easy to understand. • Make your email social! Add buttons to link your email to your social media sites to make it easy for your audience to connect and share. Don’t be afraid to ask them to “like”, “follow”, or review you! • Once you’ve settled on your offer, write your offer into the body section of the email

10. Reality Check Time! • Check your content for that strong call to action. You want content that is going to excite your audience and drive them towards doing what you want them to do; your “call to action”. • Think back to step one of this exercise: Does your offer encourage your customers to act like you envisioned them acting? • Calling your business? • Telling everyone about you? • Writing a positive review? • Becoming more aware of your brand? • Reading an article you’ve published and sharing it? • Marveling over your industry expertise?

11. Send and Share! • Send your email; not only to your list, but also post it in your social media feeds. • Ask your email recipients to share on their networks. • Ask your “fans” to share the offer to their friends. • After you hit send………….. Measure. • Get early updates, check on the feedback, use the 7 steps and 7 days

12. 7 Steps and 7 Days…. • Doesn’t have to be 7 subsequent days; spread them out over 2-4 weeks. But do all 7 steps…. • Day 1: Send and Share your campaign • Day 2: Post a follow up on Social networks with a twist… • More info; photo; related news story; testimonial, etc. • Day 3: Check to see how you are doing, view reports, see what’s being shared, who’s responding, who’s sharing, etc. • Day 4: Say Thank You: thank those who have shared and have taken action, either individually or as a whole • Day 5: Start a Conversation: ask your audience what they think of the offer, ask for suggestions, make a statement about the offer and ask for “like’s” • Day 6: Remind your audience that the offer “Can’t be missed” Send out the email again, with a reminder that time is limited, etc. Repeat strong call to action • Day 7: Celebrate a job well done and start planning for your next campaign. Stay engaged with your audience on social media, ask for suggestions on future offers, etc.

13. Take Action • If you want to do this exercise online with Constant Contact for FREE! Use this link: • http://www.constantcontact-playbook.com/?pn=mikenail • Right now, you can use Constant Contact with a 30 money back guarantee, so you can try out this playbook essentially for free. • Of course you don’t have to, it’s just a thought……. • 