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Entrepreneur: Learn the successful tools in using email marketing with Constant Contacts' Dave Charest Podcast · The Steve Harvey Morning Show

• 0:00
  Speaker 1: If you're about to make a change in your life
• 0:03
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  Speaker 3: Own keep winning.
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  Speaker 4: Hi.
• 0:39
  Speaker 3: There, it's Migain, Rashan McDonald and I host this weekly
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  Speaker 3: Money Making Conversation Master Class show. Thee the interviews that's right,
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  Speaker 3: interviews and information that this show provides off for everyone.
• 0:50
  Speaker 3: It's time to start reading other people's success stories and
• 0:53
  Speaker 3: start living your own. I got a guess coming back today.
• 0:57
  Speaker 3: Ask him to come back. He made such an impression
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  Speaker 3: and on me as well as my audience. My guess
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  Speaker 3: is the director of Small Business Success at Constant Contact.
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  Speaker 3: He's also a speaker, host and podcaster. Assessed with helping
• 1:09
  Speaker 3: small business owners find time for online marketing. Please welcome
• 1:14
  Speaker 3: to Money Making Conversation Masterclass. Dave Charrest, How you doing.
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  Speaker 4: Dave Rushan. Good to hear from you again.
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  Speaker 3: Well, you know, William, thank you, you know, and I
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  Speaker 3: appreciate you because you came on the show and we
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  Speaker 3: talked about online marketing in particular. Let's let's not assume
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  Speaker 3: everybody know our relationship. Tell us about your job and
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  Speaker 3: Constant Contact. What exactly is constant Contact?
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  Speaker 4: Yeah, absolutely, thank you for the opportunity. Constant Contact is Well,
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  Speaker 4: let me put it this way, Constant Contact. We have
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  Speaker 4: a mission at Constant Contact to really help the small
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  Speaker 4: stand talk and we do that by providing easy to
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  Speaker 4: use marketing tools that allow businesses to grow. Basically, that's
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  Speaker 4: it at the end of the day. So we think
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  Speaker 4: of tools like email, mark getting SMS, marketing, managing your
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  Speaker 4: social media, running events, doing those types of things that
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  Speaker 4: small businesses need to know to or need to do
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  Speaker 4: to get the word out about their business. That's what
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  Speaker 4: we help people do. And we know not all small
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  Speaker 4: business owners have a marketing degree. These are folks that
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  Speaker 4: are business owners first marketers by necessity in many cases,
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  Speaker 4: and so we try to make those tools by providing
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  Speaker 4: one there needs to use, but also by giving resources
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  Speaker 4: and education to help you kind of make the best
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  Speaker 4: use of your time and get those things done that
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  Speaker 4: you need to need to get done from a marketing perspective,
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  Speaker 4: so you can get back to the things you'd actually.
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  Speaker 3: Rather be doing it would you know, like I said,
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  Speaker 3: you know, tas a change. You know, like I said,
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  Speaker 3: when I was growing up going to college, I didn't
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  Speaker 3: have constant contact. I didn't know our social media. And
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  Speaker 3: so because of these things, there's a learning curve about
• 2:50
  Speaker 3: opportunities to market your brand. Because the key is marketing
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  Speaker 3: your product or marketing your brand. How does one introduce
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  Speaker 3: a relationship into the constant contact environment. I'm talking about
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  Speaker 3: a small business owner or an individual who's an actor
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  Speaker 3: or a singer or a comedian, or somebody who's trying
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  Speaker 3: to try to promote their brand or product or business.
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  Speaker 4: Well, I think the simplest way to think about it is,
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  Speaker 4: you know, we're most known for our email marketing platform.
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  Speaker 4: That's kind of the core of any any online marketing strategy.
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  Speaker 4: Email marketing is at the core, right. Why it's at
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  Speaker 4: the core, because that is what we call a permission
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  Speaker 4: based marketing channel. So that means that someone has raised
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  Speaker 4: their hand to say, you know what, I want to
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  Speaker 4: learn more about you. I want to learn more about
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  Speaker 4: your business. I want you to send me information. And
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  Speaker 4: the inbox is a place that people are every day,
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  Speaker 4: and so this is really a great opportunity to get
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  Speaker 4: two of those people where people have raised their hand,
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  Speaker 4: they want to hear from you, and so we provide
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  Speaker 4: that tool and the ability to do that for people.
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  Speaker 3: Now, when social media came out, that was supposed to
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  Speaker 3: be the hand raiser, you know, everybody kind of like
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  Speaker 3: ran away from I may be mistaken, but I know
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  Speaker 3: the thought was, hey, man, get these likes, get these followers.
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  Speaker 3: That's the way to go to promote your product, promote
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  Speaker 3: your business. How does that align itself? Because of the
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  Speaker 3: fact that I don't want to make any comments yet,
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  Speaker 3: because I have some I'm a firm believer in the
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  Speaker 3: email system, the constant contact system, because I believe a
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  Speaker 3: hand raiser who makes an actual commitment to fill out
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  Speaker 3: of the form or fill out information is more likely
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  Speaker 3: to want to follow you and understand your brand to
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  Speaker 3: somebody who likes you. Because of the fact that you
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  Speaker 3: were wearing a certain item or eating a piece of cake,
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  Speaker 3: your thoughts.
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  Speaker 4: So there's an interesting thing that's happened with social media
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  Speaker 4: in many ways. I think it was the great bait
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  Speaker 4: and switch in many ways. Right. So not to say
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  Speaker 4: that social media is bad. I think it serves its
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  Speaker 4: purpose and I'll tell you how it is that. But
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  Speaker 4: I think the thing with social media is, you know,
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  Speaker 4: in the early days, it was like, yeah, come build
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  Speaker 4: your land over here, and you know, build your platform,
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  Speaker 4: get these likes, get all these people, basically, get all
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  Speaker 4: of these people that are interested in you on our platform.
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  Speaker 4: And then once we've got all these people on our platform, oh,
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  Speaker 4: you want to access those people that you brought to
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  Speaker 4: this platform to be with us, Well, you're gonna have
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  Speaker 4: to pay for that. Not a bad thing that that's
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  Speaker 4: their business model, Fine, but you don't actually, you know,
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  Speaker 4: always have access to those people on the social channels. Now, look,
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  Speaker 4: it's good for engaging with people that are already connected
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  Speaker 4: with you. It's good for potentially reaching you people through
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  Speaker 4: those engagements. But at the end of the day, today
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  Speaker 4: it's all run by algorithms, right, and so you know,
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  Speaker 4: everything you post, people will often go with the idea.
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  Speaker 4: They're like, well, well I posted it on social Well
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  Speaker 4: not everybody is going to see that, right, because everybody's
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  Speaker 4: on a kind of different thing, and so it's not
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  Speaker 4: a way to actually connect with your customers directly. And
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  Speaker 4: that's where the email marketing piece or text marketing for example,
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  Speaker 4: come in, because you actually own that relationship, whereas some
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  Speaker 4: social media you're there to help them build their land.
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  Speaker 4: They want to have people stuck on their properties, and
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  Speaker 4: they don't like you to, you know, put links off
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  Speaker 4: to someplace else. They want everything to happen on their
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  Speaker 4: platform because that's where they make their money. And if
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  Speaker 4: that site goes down or they make an algorithm change,
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  Speaker 4: which are all things that have happened recently, if you
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  Speaker 4: are putting all of your eggs in that basket, or
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  Speaker 4: they decide, hey, you've violated one of our terms. We're
• 6:34
  Speaker 4: going to shut your page down, and then you've got
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  Speaker 4: no one to contact, You've got no one to speak to,
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  Speaker 4: and then it's just like all of that work that
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  Speaker 4: you've done is gone and you have nothing for that.
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  Speaker 4: And that's why again, it's a tool. It's like a gateway, right.
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  Speaker 4: I always kind of explain it like it's a great
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  Speaker 4: place to start to engage and do things and you know,
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  Speaker 4: get and raise awareness. But ultimately you want to try
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  Speaker 4: to move people from that social platform, find those people
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  Speaker 4: that like you and your business and move them to
• 7:03
  Speaker 4: that thing that you own. Again, that leads us back
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  Speaker 4: to email or text marketing, because then again you have
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  Speaker 4: a way to reach people directly and you just really
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  Speaker 4: can't guarantee that's going to happen on social.
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  Speaker 3: And nominally ask you this question now, you know you
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  Speaker 3: said email and text marketing is constant contact into text
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  Speaker 3: marketing too, Yes.
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  Speaker 4: That's also a service that we provide for our customers.
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  Speaker 3: Well, how do you build that relationship because I'm assuming
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  Speaker 3: those are phone numbers that you have to get people
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  Speaker 3: to commit to and sign off of, just like email addresses.
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  Speaker 4: Correct, Yeah, absolutely, So it's basically the same type of thing.
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  Speaker 4: It's a permission based channel where people are you know,
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  Speaker 4: again raising their hands to say yes you can, you know,
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  Speaker 4: I'll give you that information and you can contact me
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  Speaker 4: via that. And I think it's a delicate balance with
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  Speaker 4: text marketing. And so when you think about the strengths
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  Speaker 4: of the channels, right, so we mentioned social, we're talking
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  Speaker 4: about it allows you to kind of engage with people
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  Speaker 4: and reach new people, right, but you don't know those contacts, right.
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  Speaker 4: So email allows you to reach people directly and be
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  Speaker 4: more robust in the messaging that you're sending and doing
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  Speaker 4: things like that. But you know everybody uses email. Now
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  Speaker 4: there's an overcrowded inbox because we're you know, working out
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  Speaker 4: our daily work lives and things like that too, so
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  Speaker 4: you're often competing with a lot of noise in there
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  Speaker 4: as well. And then text marketing is interesting because now
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  Speaker 4: you've got this opportunity to connect with people on a
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  Speaker 4: device that they have with them all times. And when
• 8:27
  Speaker 4: that thing dings, what do you do? The first thing
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  Speaker 4: you do is you look at that, right, and so
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  Speaker 4: you've got this immediacy that you didn't have access to before. Now,
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  Speaker 4: the trick here is to use each of the strengths
• 8:37
  Speaker 4: of those channels, but not abuse that strength, right. And
• 8:40
  Speaker 4: so you want to make sure that when you're sending
• 8:44
  Speaker 4: things via text that you're thinking of doing that in
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  Speaker 4: a way that allows you to offer something exclusive that
• 8:49
  Speaker 4: maybe that person wouldn't get someplace else. You want to
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  Speaker 4: use it for only for things that are really timely
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  Speaker 4: and relevant. So you take advantage of the strength of
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  Speaker 4: that channel and so and you're collecting that text address
• 9:03
  Speaker 4: or that text number, I should say, that email address.
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  Speaker 4: It's really the same. You're offering something of value in
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  Speaker 4: exchange for that information from somebody. And so when people
• 9:13
  Speaker 4: subscribe or they give up that information, it's usually to
• 9:15
  Speaker 4: access something like a discount or something like that, or
• 9:18
  Speaker 4: maybe it's access to exclusive piece of content or I
• 9:22
  Speaker 4: mean in many cases it's just to show support too,
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  Speaker 4: depending on the relationship with the small business in the
• 9:27
  Speaker 4: community that you're serving. But it's really all about thinking
• 9:30
  Speaker 4: through those things and giving looking at it as a
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  Speaker 4: tool to provide value to people so that they want
• 9:35
  Speaker 4: to give you that information.
• 9:36
  Speaker 3: Well, you know, it's really answered. I've talking to the
• 9:38
  Speaker 3: director of small business Success at Constant Contact, and it's
• 9:41
  Speaker 3: important that I bring them on this show because so
• 9:44
  Speaker 3: many people trying to figure out how to market their
• 9:45
  Speaker 3: brands and they don't know what to do.
• 9:47
  Speaker 2: You know, they don't know how.
• 9:48
  Speaker 3: To go back because you know, there's no standard ways
• 9:52
  Speaker 3: to be success. We've talked about social media, We've talked
• 9:54
  Speaker 3: about text marketing, we talked about email. Now I've used
• 9:58
  Speaker 3: social media. I'll be honest with you day and I've
• 10:00
  Speaker 3: used emails. I am much more confident that when I
• 10:03
  Speaker 3: send out an email, I'm going to get an honest
• 10:06
  Speaker 3: reaction versus when I send out a social media post,
• 10:09
  Speaker 3: because I really don't know who I'm talking to, you know,
• 10:11
  Speaker 3: I have far more followers, Like I think I got
• 10:14
  Speaker 3: a million social media followers, and I got like eighty
• 10:17
  Speaker 3: five thousand emails in my fan club base. I feel
• 10:22
  Speaker 3: those eighty five thousand much more authentic than the million
• 10:27
  Speaker 3: social media followers because I don't know where they followed me.
• 10:30
  Speaker 3: I don't know what time period, what time period they
• 10:32
  Speaker 3: became engaged in my life. I may have been working
• 10:34
  Speaker 3: with Steve Harvey every time. I may have been, you know,
• 10:37
  Speaker 3: doing some some baking sessions I was doing on my
• 10:40
  Speaker 3: social media. Is it a way to define where your
• 10:44
  Speaker 3: base can be most successful when you're dealing with marketing
• 10:48
  Speaker 3: your brand, product or business.
• 10:52
  Speaker 4: So I think there's a there's a couple of things.
• 10:53
  Speaker 4: If if we're talking about you know, social there are
• 10:56
  Speaker 4: obviously there are paid opportunities where you can start to
• 10:58
  Speaker 4: do like target marketing.
• 10:59
  Speaker 5: Right.
• 11:00
  Speaker 4: You can use Facebook ads, Instagram ads, and you can
• 11:02
  Speaker 4: try to target specific people. But again that's advertising, right,
• 11:07
  Speaker 4: So that's that thing that you're kind of interrupting people, right,
• 11:10
  Speaker 4: versus being the thing that people are trying to consume
• 11:13
  Speaker 4: or engage with. As you move into to your point
• 11:17
  Speaker 4: about you know, knowing those customers, you feel more confident
• 11:21
  Speaker 4: in those email subscribers that you have, well, yeah, because
• 11:23
  Speaker 4: those are the people that have taken that next step
• 11:26
  Speaker 4: right again, those are the hand raisers, those are the
• 11:28
  Speaker 4: people that have said, yeah, I want to learn more
• 11:31
  Speaker 4: about you, I want to hear more. And so in
• 11:34
  Speaker 4: that it's also a data play, right where you start
• 11:37
  Speaker 4: thinking about like what types of information are you collecting,
• 11:40
  Speaker 4: what lists are people subscribing to. So when you start
• 11:43
  Speaker 4: to go to the back end of what email marketing
• 11:45
  Speaker 4: can do for you, you can start to create lists
• 11:48
  Speaker 4: of people. So let me give you an example here.
• 11:50
  Speaker 4: So let's say I was actually I was talking to
• 11:53
  Speaker 4: a business owner the other day, or a director of
• 11:55
  Speaker 4: sales and marketing for a business and customer of ours
• 11:58
  Speaker 4: who they sell industry lighting design and they typically work
• 12:03
  Speaker 4: with or it should say they're business is fifty to fifty, right,
• 12:05
  Speaker 4: so they work with professional professionals in that space where
• 12:09
  Speaker 4: they're architects or lighting designers like people that are more
• 12:12
  Speaker 4: industrial use cases. And then they also have another side
• 12:16
  Speaker 4: of the business that sells directly to consumers. And so
• 12:21
  Speaker 4: when they have that email contact information, what they can
• 12:24
  Speaker 4: do is they can build lists of professionals and consumers,
• 12:29
  Speaker 4: and the way you're going to have a conversation or
• 12:31
  Speaker 4: the things you're going to share with those people are
• 12:33
  Speaker 4: completely different, and so it really boils down to knowing
• 12:37
  Speaker 4: who those people are so you can have the right
• 12:39
  Speaker 4: conversations with them. Because at the end of the day,
• 12:41
  Speaker 4: that's what marketing is, right, it's communicating with people about
• 12:44
  Speaker 4: information that they're open to receiving, right, and providing value
• 12:48
  Speaker 4: that way. And so now I can have a conversation
• 12:51
  Speaker 4: about like, hey, we're creating this new lighting thing that
• 12:55
  Speaker 4: would be great in your new design of this restaurant
• 12:58
  Speaker 4: that you're creating, or something like that, versus hey, do
• 13:01
  Speaker 4: you need a really cool lamp for your desk? Right,
• 13:05
  Speaker 4: there's different needs there, and so you can start to
• 13:07
  Speaker 4: really get targeted with the messaging that you're creating so
• 13:12
  Speaker 4: that you start to get better results. You know, another
• 13:15
  Speaker 4: example I'll give you would be like if you're on
• 13:16
  Speaker 4: a nonprofit side, because it's really clear to see you'll
• 13:20
  Speaker 4: have board members, you'll have donors, you'll have volunteers, you'll
• 13:24
  Speaker 4: have staff, you'll have all of these different people the
• 13:26
  Speaker 4: people that use your services. If you're providing services like that,
• 13:31
  Speaker 4: you can see really quickly how oh you know, I
• 13:34
  Speaker 4: would want to talk to each of those people a
• 13:36
  Speaker 4: little bit differently, and you're able to kind of manage
• 13:39
  Speaker 4: that and know, Okay, this message goes to this group,
• 13:42
  Speaker 4: and you don't have to bother people who don't need
• 13:45
  Speaker 4: to get that message with information that they're not going
• 13:47
  Speaker 4: to be interested in.
• 13:48
  Speaker 3: Well, it's really amazing because of the fact that we're
• 13:51
  Speaker 3: all trying to communicate. We're all trying to and that's
• 13:53
  Speaker 3: why one of the primary reasons why I brought Day
• 13:56
  Speaker 3: back on the show, cause we need to know, we
• 13:59
  Speaker 3: need to know what I'm options because of the fact
• 14:01
  Speaker 3: that we're all playing this information game and and as
• 14:05
  Speaker 3: we're trying to move our product. It was key things
• 14:08
  Speaker 3: he said, like, when I get a text message, I
• 14:10
  Speaker 3: can be annoyed a little bit, Dave, I can be
• 14:13
  Speaker 3: annoyed a little bit. Okay, when I get an email
• 14:16
  Speaker 3: which I'm I sign up for loyalty programs. You know,
• 14:19
  Speaker 3: I tend to get more information about what you know.
• 14:23
  Speaker 3: I get more product information. I think I get more
• 14:25
  Speaker 3: benefits when I get email information. And then when I
• 14:29
  Speaker 3: on social media, that timeline can go away. You have
• 14:32
  Speaker 3: to go find it, you got to go search it down.
• 14:35
  Speaker 3: So I think that when I'm when I when I'm
• 14:37
  Speaker 3: looking at trying to market anything that I'm doing, I
• 14:41
  Speaker 3: feel comfortable with the messaging. And I'm not trying to
• 14:44
  Speaker 3: sell anybody in any direction. I'm just bringing Dave back
• 14:48
  Speaker 3: on the show so you can hear reality that's out
• 14:51
  Speaker 3: there because you may not have the social media numbers.
• 14:54
  Speaker 3: You may not have, but but I'm just when you
• 14:56
  Speaker 3: heard me say I got a million follows over here,
• 14:59
  Speaker 3: and and I got eighty five thousand email addresses through
• 15:03
  Speaker 3: my fan club, and I feel more confident with that.
• 15:06
  Speaker 3: I think you can get to eighty five thousand faster.
• 15:09
  Speaker 3: You can get to a million social media followers. And
• 15:11
  Speaker 3: that's all I'm saying. When we come back, Dave, I
• 15:13
  Speaker 3: want to talk about the whole spam situation, also talk
• 15:17
  Speaker 3: about the new partnership that you guys have created. I'm
• 15:20
  Speaker 3: talking about Constant Contact and Square because it's more about
• 15:23
  Speaker 3: demographics and learn how you guys take these email addresses
• 15:27
  Speaker 3: and understand better about the customer base that you're dealing with,
• 15:31
  Speaker 3: especially small businesses. When we will come back, Dave, thank
• 15:33
  Speaker 3: you for coming back on the show. We were right
• 15:35
  Speaker 3: back with more money Making Conversation Masterclass.
• 15:45
  Speaker 5: We'll be right back with more money Making Conversations Masterclass
• 15:49
  Speaker 5: with Rashaan McDonald. Welcome back to the Money Making Conversations
• 15:57
  Speaker 5: Masterclass hosted by Rashaan McDonald. Making Conversations Masterclass continues online
• 16:03
  Speaker 5: at Moneymakingconversations dot com and follow money Making Conversations Masterclass
• 16:08
  Speaker 5: on Facebook, Twitter, and Instagram.
• 16:11
  Speaker 3: We're talking about small business product marketing as well as
• 16:15
  Speaker 3: brand marketing. As an individual people who are have plays
• 16:19
  Speaker 3: or have a product you want to get out there
• 16:21
  Speaker 3: and small business who need to recognize the ability to
• 16:24
  Speaker 3: be able to take what you're doing and spread the word.
• 16:26
  Speaker 3: How do you consistently wrap your hand around that? And
• 16:29
  Speaker 3: because we would love to open our doors and there's
• 16:33
  Speaker 3: a line of people waiting for you out there, or
• 16:35
  Speaker 3: you sell your product at a flea market or a
• 16:40
  Speaker 3: weekend event and then you run out because people just
• 16:43
  Speaker 3: enthused by it. It's called marketing. You have to market,
• 16:45
  Speaker 3: you have to market a brand consistently. And have brought
• 16:48
  Speaker 3: Day back on the show just to get more insight
• 16:50
  Speaker 3: to slow down the conversation. They when we talk about emails.
• 16:55
  Speaker 3: You know, you guys are a big company, and I
• 16:57
  Speaker 3: know that individuals they start collecting emails and they think
• 17:01
  Speaker 3: they can just send these emails out. But that doesn't
• 17:04
  Speaker 3: That not how it really works because eventually the big
• 17:07
  Speaker 3: spam machine to pop up and say you can't send
• 17:09
  Speaker 3: those emails out like that. Correct.
• 17:12
  Speaker 4: Yeah, So there there's there's a bunch of laws in
• 17:15
  Speaker 4: place that you really, you know, say you shouldn't be
• 17:18
  Speaker 4: doing that, right, you don't want to be doing that.
• 17:20
  Speaker 4: And the good thing about a tool like constant Contact
• 17:23
  Speaker 4: is it keeps you in compliance with those laws and
• 17:26
  Speaker 4: so it allows basically it says, you know, you shouldn't
• 17:30
  Speaker 4: email people without their permission. So one, we allow you
• 17:33
  Speaker 4: to use forms for example, so people get to enter
• 17:35
  Speaker 4: that information and it catalogs that they've given you permission
• 17:38
  Speaker 4: to email them. And then you have to give people
• 17:41
  Speaker 4: the ability to unsubscribe. So that means of like, yeah,
• 17:44
  Speaker 4: maybe they changed their mind, or maybe they've moved away.
• 17:46
  Speaker 4: They need to update an email aggress or they didn't
• 17:48
  Speaker 4: work for a company anymore that was interested in that thing.
• 17:52
  Speaker 4: They can easily just click click a button and not
• 17:54
  Speaker 4: receive those unwanted emails anymore, And so it helps keep
• 17:57
  Speaker 4: you in line with all of that stuff. But I
• 17:59
  Speaker 4: think a good thing to think about in general is
• 18:04
  Speaker 4: you know when people, I mean, think about how you
• 18:07
  Speaker 4: process your own email, right, if you start getting emails
• 18:09
  Speaker 4: from people you don't really recognize or you don't understand,
• 18:12
  Speaker 4: or particularly when it's like a I would say, a
• 18:15
  Speaker 4: marketing email that's specifically designed to be like like, hey,
• 18:17
  Speaker 4: you know a promotional type of thing. You kind of
• 18:21
  Speaker 4: you kind of bristle a little bit when they show
• 18:23
  Speaker 4: up in your inbox because you're trying to process your inbox, right,
• 18:25
  Speaker 4: You've got a lot of things to do in there.
• 18:27
  Speaker 4: And so that often leads to people either just deleting
• 18:31
  Speaker 4: those emails or again marketing those as spam. And when
• 18:35
  Speaker 4: you do that, when that happens to your business, if
• 18:36
  Speaker 4: you're the person sending that stuff, it ends up hurting
• 18:40
  Speaker 4: your reputation as a business. So it actually has the
• 18:42
  Speaker 4: opposite effect of with of you, which you wish it
• 18:46
  Speaker 4: had right, which would you know, get your business in
• 18:48
  Speaker 4: front of people. And so that's why it's always important. Again.
• 18:51
  Speaker 4: Why email marketing works so well again is because it
• 18:55
  Speaker 4: is that permission based right, It's it's that idea of
• 18:57
  Speaker 4: people saying, yep, send me that information.
• 19:00
  Speaker 3: Excuse me, Dave, when you think about the whole process
• 19:04
  Speaker 3: of trying to find people and trying to go I've
• 19:07
  Speaker 3: read where you guys, because now it's trying to understand
• 19:11
  Speaker 3: what does a phone number mean? What do you know
• 19:13
  Speaker 3: because the phone number has a backstory, it has demographics
• 19:16
  Speaker 3: tied to an email address, has a backstore and email
• 19:20
  Speaker 3: and tied to it. So you guys recently went in,
• 19:22
  Speaker 3: I'm talking about constant contact partners with Square to streamline
• 19:26
  Speaker 3: sales and marketing efforts for small businesses. Explain that to us.
• 19:30
  Speaker 4: Yeah, So what this allows, what this integration allows to
• 19:33
  Speaker 4: have happened is when you know, a lot of a
• 19:36
  Speaker 4: lot of small business owners will use Square as their
• 19:38
  Speaker 4: payment processor, and so as part of that process, you
• 19:43
  Speaker 4: are typically also you know, agreeing to or you're clicking
• 19:47
  Speaker 4: a box to say like yes, I want to hear
• 19:48
  Speaker 4: more from this company. And so what happens is on
• 19:52
  Speaker 4: the on the back end, Constant Contact integrates with squares
• 19:55
  Speaker 4: so that the contact information gets added automatically to your
• 19:59
  Speaker 4: constant content have to count, and it does some other
• 20:01
  Speaker 4: things as well, because you have purchased details or information
• 20:05
  Speaker 4: that are happening on the square side of things. What
• 20:10
  Speaker 4: Square and constant Contact together will allow you to do
• 20:13
  Speaker 4: is start to build lists like use that data to
• 20:16
  Speaker 4: say like, hey, here are people who have you know,
• 20:19
  Speaker 4: spent x amount of money with you and over a
• 20:21
  Speaker 4: specific time period. Or here are the people that spend
• 20:24
  Speaker 4: more frequently with you. These are your VIP people, these
• 20:27
  Speaker 4: are people that haven't purchased anything yet, or these are
• 20:30
  Speaker 4: people that have you know, haven't purchased anything in a while.
• 20:33
  Speaker 4: And so it starts to give you these avenues we mentioned.
• 20:36
  Speaker 4: The idea of segmentation is creating these lists for you
• 20:39
  Speaker 4: so then you can say, like, hmm, I have these
• 20:41
  Speaker 4: VIP people that you know account for, like, let's say
• 20:45
  Speaker 4: a vast majority of my sales. I want to do
• 20:48
  Speaker 4: something nice for these people because I want to continue
• 20:50
  Speaker 4: to increase that loyalty. So I'm going to send out
• 20:53
  Speaker 4: a special campaign with uh, maybe a special access to
• 20:56
  Speaker 4: something before it's available to anybody. Else right, or here
• 21:00
  Speaker 4: there are some people that haven't purchased for me in
• 21:02
  Speaker 4: a while, I'm going to send them something, maybe a
• 21:04
  Speaker 4: little coupon to get them to come back and do
• 21:06
  Speaker 4: something again. Right. So it allows you to start to
• 21:08
  Speaker 4: look at the information that you have based on how
• 21:11
  Speaker 4: people are spending with you, and use your marketing tools
• 21:15
  Speaker 4: to then say, okay, let's come up with a campaign.
• 21:17
  Speaker 4: Let's come up with something that speaks directly to those people.
• 21:20
  Speaker 3: Now I've seen the square. That's a little square. There's
• 21:23
  Speaker 3: a little white square or top of the fall the
• 21:24
  Speaker 3: people run their credit card through a lot of times,
• 21:26
  Speaker 3: I see it. A lot of small business owners use
• 21:29
  Speaker 3: that there was a lifeline of how they could do
• 21:31
  Speaker 3: a mobile business in general, especially what they're telling sandwiches,
• 21:35
  Speaker 3: food trucks. I see that a lot. Correct, that's what you're.
• 21:37
  Speaker 4: Talking about, right, absolutely, yep.
• 21:40
  Speaker 3: Okay, Now I'm just being educated here. So you're taking
• 21:43
  Speaker 3: that information, I'm assuming that what kind of information does
• 21:47
  Speaker 3: that square have about you? Does it have your email address,
• 21:51
  Speaker 3: does it have your phone number? And then that's partnered
• 21:54
  Speaker 3: in a relationship with constant contact, which you can create
• 21:57
  Speaker 3: a database. Is that what we're talking about.
• 22:00
  Speaker 4: Yeah, So from the constant the contact side of things,
• 22:03
  Speaker 4: we're we're looking at the contact information still rightly, so
• 22:06
  Speaker 4: Square might have other information, but we're looking at what's
• 22:09
  Speaker 4: happening from the contact levels. So let's say that's that's
• 22:12
  Speaker 4: the mobile number, or it's the email address, whatever that is.
• 22:16
  Speaker 4: We're looking at that information, and then we're creating information
• 22:20
  Speaker 4: based on the data that Square will have to help
• 22:23
  Speaker 4: you import those contacts directly into constant contacts so then
• 22:26
  Speaker 4: you can communicate with them in the future.
• 22:28
  Speaker 3: And that's important for people to understand that. Now on
• 22:31
  Speaker 3: my end, Okay, when you're talking about emails, you're talking
• 22:34
  Speaker 3: about text openings and stuff like that. Open rate means something.
• 22:38
  Speaker 3: What if somebody's listening, they are developing the hand raisers
• 22:43
  Speaker 3: and the side of the text side text phone number
• 22:46
  Speaker 3: when I say text, when that's what I'm referencing on
• 22:49
  Speaker 3: the side of the email. What's a good open rate
• 22:51
  Speaker 3: for people to can look at and grow their brand through.
• 22:55
  Speaker 4: Yeah, that's a great question. So I think in any
• 22:59
  Speaker 4: of these, if you look at the two of them,
• 23:01
  Speaker 4: so email, I think we're somewhere around thirty six percent
• 23:05
  Speaker 4: right now is a good open rate. But that's a
• 23:08
  Speaker 4: good leading indicator of things, right, that's showing you that
• 23:10
  Speaker 4: there's some interest. There's some other things that kind of
• 23:13
  Speaker 4: elevate that open rate a little bit, technical things going
• 23:16
  Speaker 4: on the background, like things like Apple privacy rules, like
• 23:20
  Speaker 4: they now open emails for you without you actually opening
• 23:23
  Speaker 4: the email. So it's elevated a little bit in those instances.
• 23:27
  Speaker 4: But then when you look at a text message for example,
• 23:30
  Speaker 4: again we said, you know, if somebody pings your phone,
• 23:32
  Speaker 4: you're looking at that right away. And so those are
• 23:34
  Speaker 4: around like ninety eight percent.
• 23:36
  Speaker 5: Wow.
• 23:36
  Speaker 4: Right, So it's not that you want to use one
• 23:39
  Speaker 4: or the other, but they've served for different purposes, right.
• 23:42
  Speaker 4: But I think what's most important is to look beyond
• 23:45
  Speaker 4: those open rates though, because you want to look at
• 23:48
  Speaker 4: your open rates, you want to look at your click rates.
• 23:49
  Speaker 4: You want to see our people actually taking some actions.
• 23:52
  Speaker 4: But beyond that, you want to look at are they
• 23:55
  Speaker 4: taking the actions that you want them to take, because
• 23:57
  Speaker 4: at the end of the day, that's really the important thing.
• 24:00
  Speaker 4: Because if everybody opens your emails but nobody buys anything,
• 24:03
  Speaker 4: or nobody comes to your event or nobody goes to
• 24:05
  Speaker 4: see your show or whatever the case may be, well
• 24:08
  Speaker 4: who cares right, and so you have to move beyond
• 24:11
  Speaker 4: that and really set goals for yourself, Like the reason
• 24:15
  Speaker 4: I'm sending this email is for this purpose, and ultimately
• 24:19
  Speaker 4: at the end of the day, you want to say, like, well,
• 24:21
  Speaker 4: how many people did that thing? And that's how you
• 24:23
  Speaker 4: really want to start to measure and do that, whether
• 24:26
  Speaker 4: that's a sale or again, or registering for something or
• 24:28
  Speaker 4: come to your website, whatever it may be. But you
• 24:30
  Speaker 4: kind of got to look beyond just the open rate
• 24:32
  Speaker 4: on its own. It's a good thing to look at.
• 24:34
  Speaker 4: It's a good thing to get a sense of like
• 24:37
  Speaker 4: is your content resonating or people you know, engaging with that,
• 24:40
  Speaker 4: But it's got to go a step further, you know.
• 24:42
  Speaker 3: As we wrap up the interview, David, thank you for
• 24:44
  Speaker 3: coming back on the show. I'm talking to Dave of
• 24:46
  Speaker 3: Constant Contact. Can you give us a couple example how
• 24:49
  Speaker 3: constant contact tools have helped a small business owned to
• 24:53
  Speaker 3: effectively drive traffic and boost their sales.
• 24:57
  Speaker 4: Yeah, that's a great question. So I would say a
• 25:00
  Speaker 4: couple of things to think about would be well, I'll
• 25:04
  Speaker 4: give you some examples right where you have people that
• 25:10
  Speaker 4: basically so I mentioned the industrial lighting folks, right. So
• 25:14
  Speaker 4: they have they use an integration with a platform called Shopify,
• 25:17
  Speaker 4: and I'm sure many of your listeners may use that
• 25:18
  Speaker 4: as well as your seven Products online, right. And so
• 25:22
  Speaker 4: what they've done is they've set up an automation between
• 25:26
  Speaker 4: Constant Contact and Shopify, which is an abandoned cart email.
• 25:30
  Speaker 4: And so somebody goes to their store and they add
• 25:32
  Speaker 4: something to the cart, but they don't actually purchase that thing.
• 25:36
  Speaker 4: We send an automatic email that goes out to that
• 25:38
  Speaker 4: person that's like, hey, you know, did you want to
• 25:40
  Speaker 4: purchase this thing or this was in your cart? You know,
• 25:42
  Speaker 4: how you use that is really up to you in
• 25:44
  Speaker 4: terms of like the messaging that you put in there,
• 25:46
  Speaker 4: but that allows them to capture sales from people that
• 25:48
  Speaker 4: they may not have otherwise gone. Right. We have another
• 25:53
  Speaker 4: customer that she sends a newsletter every every week, Right,
• 25:59
  Speaker 4: she sends like a week newsletter, and she's in the
• 26:01
  Speaker 4: leadership training business, and every week she sends this educational email.
• 26:06
  Speaker 4: But in that email she also includes like a special
• 26:09
  Speaker 4: deals that's a product or a tool that people can
• 26:11
  Speaker 4: use a leadership tool in on her website. And so
• 26:16
  Speaker 4: every Wednesday that goes out and she's like every Wednesday
• 26:19
  Speaker 4: is a good sales day reading that information, but then
• 26:23
  Speaker 4: also going to the website and purchasing the deal. I
• 26:26
  Speaker 4: have another example just to highlight the power of what
• 26:31
  Speaker 4: this can mean, because at the end of the day,
• 26:33
  Speaker 4: it's really about keeping your business top of mind. And
• 26:37
  Speaker 4: this isn't necessarily about driving traffic, but I want to
• 26:40
  Speaker 4: give it because I think it's important. So we have
• 26:42
  Speaker 4: a real estate customer who he sends a weekly newsletter
• 26:45
  Speaker 4: to his list and it includes his analysis of what's
• 26:49
  Speaker 4: going on in the real estate market, and he no
• 26:55
  Speaker 4: longer prospects for clients, and he still closes one hundred
• 26:59
  Speaker 4: deals a year because when anybody is buying or selling
• 27:03
  Speaker 4: and they're on his list, the first person they think
• 27:05
  Speaker 4: about is him, right, And so that's really the power
• 27:08
  Speaker 4: of this thing. It's not always about asking for a
• 27:11
  Speaker 4: sale or doing that. It's about keeping your business top
• 27:14
  Speaker 4: of mind and providing value to people so that when
• 27:17
  Speaker 4: they do need what you offer, or when somebody says, hey,
• 27:21
  Speaker 4: do you know anybody that does this, They're going to
• 27:23
  Speaker 4: think of you first. And that's you know, a lot
• 27:25
  Speaker 4: of what all of this is is about that. Just
• 27:27
  Speaker 4: you know, at the end of the day, it's relationship
• 27:29
  Speaker 4: building stame top of mind, so people come to you
• 27:32
  Speaker 4: when they need to Wow.
• 27:34
  Speaker 3: Hey, Dave, thank you again as when you come on
• 27:37
  Speaker 3: my show. Hopefully the people who are listening to show
• 27:39
  Speaker 3: really understand. I try to slow it down this time
• 27:41
  Speaker 3: a little bit and also create a narrative that they
• 27:44
  Speaker 3: can understand and know where to go to get this
• 27:47
  Speaker 3: great information that you give me every time I interview
• 27:50
  Speaker 3: own Money Making Conversations massaclast Dave, Again, I called you,
• 27:54
  Speaker 3: you came back. Does that mean I can get a
• 27:56
  Speaker 3: three for three when I call you in the fall?
• 28:00
  Speaker 4: Any time you shot it? Any time, It's always a pleasure.
• 28:02
  Speaker 3: I appreciate your manning. Again, congratulations on that partnership with
• 28:05
  Speaker 3: Square and again, individuals, Dave is not a person that's
• 28:10
  Speaker 3: affiliate with the show from a professional level. He's just
• 28:12
  Speaker 3: an asset that I've created that I want to provide
• 28:15
  Speaker 3: information through. Again, Dave, thanks for coming on Money Making
• 28:18
  Speaker 3: Conversation Masterclass.
• 28:20
  Speaker 5: Thank you, Thank you for joining us for this edition
• 28:26
  Speaker 5: of Money Making Conversations Masterclass. Money Making Conversations Masterclass with
• 28:32
  Speaker 5: rough Shan McDonald is produced by thirty eight to fifteen Media, Inc.
• 28:36
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• 28:40
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• 28:43
  Speaker 5: remember to lead with your gifts.