July 2020 Presented by Laura Dunkley @LauraLDunkley EMAIL Digital Marketing Consultant, Mississauga Business MARKETING 101 Enterprise Centre (MBEC) SMALL BUSINESS BASICS CONNECT WITH US @MississaugaEDO
DISCLAIMER 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 or 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. thefutureisunlimited.ca
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 of 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 M ississauga B usiness E nterprise C entre Your central source for small business information, resources and guidance. mississauga.ca/mbec
SMALL BUSINESS TRAINING Online Webinars mississauga.ca/mbec
STARTER COMPANY PLUS PROGRAM 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) thefutureisunlimited.ca
Mississaugamade.ca thefutureisunlimited.ca
Digitalmainstreet.ca/shopHERE What do businesses and Artists get as part of 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. thefutureisunlimited.ca
thefutureisunlimited.ca/covid-19 www.thefutureisunlimited.ca/covid-19 / thefutureisunlimited.ca
WHAT WHA T IS 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. Source: mailchimp.com/marketin g-glossary/email- marketing/
EMAIL MARKETING
TYPES OF EMAILS - ECOMMERCE PR PROMO OMOTION TIONAL TRANSA TRA NSACTIO CTIONAL AL LIFECYCLE LIFECY CLE • Shopping Cart • Order Confirmation • New Abandonment Products/Services • Order Receipts • Welcome email • Time-sensitive deals • Shipping Notification series • Subscriber-only • Check-in/Feedback • Second order emails discounts • Win-back series • Seasonal Promotions • Newsletter • Content Update
WHY ? WHY 3.9B 3.9B In 2019 global email users amounted to 3.9 billion users (Statista, 2020). This Users User figure is set to grow to 4.3 billion users in 2023 (Statista, 2020). 81% 81% of SMBs still rely on email as their primary customer acquisition channel, and 80% for retention (Emarsys, 2018). 87% of marketers use email marketing to disseminate their content (Content Marketing Institute, 2019)
For every $1 you spend on $1=$42 emails marketing, you can expect an average return of $42 (DMA, 2019) 69% 69% Sending three abandoned cart emails results in 69% more orders than a single email (Omnisend, more or mor e order ders 2018). Ref: https://www.oberlo.ca/blog/email-marketing-statistics (June 2020) EMAIL MARKETING 101
Email is used by [almost] everyone! 78% • Ref: https://optinmonster.com/is-email-marketing-dead- heres-what-the-statistics-show/ EMAIL MARKETING 101
COVID-19 DATA www.hubspot.com/covid-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
• Audience DIGITAL MARKETING 101 7 STEP GUIDE • Trends 1. BUSINESS PLAN • Budget/Resources 2. TARGET AUDIENCES • Regulations 3. SET GOALS • 4. RIGHT CHANNELS Effort : Impact 5. THE PLAN 6. GREAT CONTENT 7. TRACK PERFORMANCE OWNED EARNED PAID
GETTING STARTED Build your list • Networking events • Tradeshows • Point of Sale • Print • Digital Material • Event Registration • Webinars / Virtual Events • Surveys EMAIL MARKETING 101
Giv Give people e people a r a reason eason to join to join Wha hat value t value will will you o ou offer y er your c our clients? lients? • 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 GDPR GDPR Gener General Da al Data Pr ta Protection otection Regula gulation tion Does the law apply to you? Effective as If you're a Canadian organization, you are subject to the GDPR if you: of May 25 • • Have an establishment or physical presence in the EU, 2018. • 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. Ref: https://www.the-cma.org/regulatory/privacy/eu- privacy-law EMAIL MARKETING 101
General Da Gener al Data Pr ta Protection otection GDPR GDPR Regula gulation tion • 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 Ref: https://www.the-cma.org/regulatory/privacy/eu- privacy-law EMAIL MARKETING 101
rd Par Use 3 rd Use 3 arty ty e.g. MailChimp, Constant Contact, Aweber, HubSpot • Automation • Forms • Low cost + scalable Read More: https://blog.hubspot.com/ • marketing/best-email- CASL/GDPR compliant marketing-services • Templates available • Reporting • List management • Integration with other digital tools EMAIL MARKETING 101
PLAN PLAN 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/ EMAIL MARKETING 101
Is there a best time to send emails? KNOW YOUR AUDIENCE 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 opening their emails later. 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
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