Copyright © 2008 Constant Contact Inc. The Power of Email Marketing eMail list practices for...

Copyright © 2008 Constant Contact Inc.

The Power of Email MarketingeMail list practices for retentionand acquisition of customers

Presented by

Richard Israel Samson

Copyright © 2008 Constant Contact, Inc. 2

It Takes Relationships to Build a Business


Acquiring Customers

Time… Money… Energy… Effort

On average, it takes 7 touches for a sale to occur.

■ Some buy right away■ Others research and try■ Some show interest but

don’t trust you


One-time touch

Unlikely to ReturnInterested (Buy Later)Not Now (Maybe Later)No Interest

Immediate Purchaser

Immediate Purchase

Communications Impact

Unlikely to ReturnNo Interest

Capture Interests& Communicate

Interested (Buy Later)Not Now (Maybe Later)

Immediate &Follow-on Purchases

Immediate Purchaser

Ongoing Interaction

Converting Leads to Customers


Keep Customers Coming Back

The Value of a Customer

■ You’ve already paid for them■ It’s 6-7 times more expensive to gain

a customer than to retain a customer 1

■ They spend more■ Repeat customers spend 67 percent

more 2

■ They are your referral engine■ After 10 purchases, a customer has

already referred up to 7 people 2

Sources:1. Harvard Business Review2. Bain and Company, 2002


Why Email?

Because almost everyone your business needs to reach reads it:

■ 91% of Internet users between the ages of 18 and 64 send or read email

■ An even higher number of users ages 65 or older do the same

■ 147 million people across the country use email, most use it every day.

Sources: eMarketer


Why Email?

It’s Cost-effective: Direct Mail vs. Email

■ For the same response,direct mail costs 20 TIMES as much as email 1

■ Email ROI is the highest when compared to other internet marketing mediums 2

1 Forrester Research, Inc.

2 Direct Marketing Association


Junk email

Unsolicited and unwanted email

Email from an unknown sender

Dubious opt-out (if any)

Email Marketing Is Not…


Email Marketing Is…

■ Delivering professional email communications

■ To an interested audience

■ Containing information they find valuable


Email Basics Checklist

Ask yourself before you begin email marketing…

■ Do repeat and referral customers help your business?

■ Do you have a plan for delivering multiple communications?

■ Is your audience interested in your message? Is it valuable to them?

■ Can you make your emails look professional and reflect your brand?

■ Do you have an Email Service Provider to help manage your strategy?


Building a Quality Email ListThe benefits of permission-based marketingBuilding a valuable contact listKeeping your list current


List Building

Key Points to review:■ Collecting contact information.■ Asking for permission.■ Clearly describing email frequency.■ Clearly describing email content.■ Welcome or confirmation email.


Build Your List Where You Connect!

Website SignupService orSales Calls

Eventsand Meetings

Email & Social

Networking

Customer & Prospect

Database

In-store Guest Book

Making the Connection

57% of those surveyed will fill out a card to receive email alerts when asked to.

Source: Transact Media Group


Service, Sales & Phone Calls:

Face to face interactions and one-to-one conversations represent great opportunities to engage individuals in an interesting dialog and collect information.

Build your list where you connect!


Events & Meetings:

When you meet people at networking events, meetings and trade shows tell them about your free e-newsletter or your email-only specials and ask them if they would like to join your list.



eMail & Social Networking:


www.linkedin.com

www.facebook.com

www.twitter.com

Connect using your email signature!Richard Samson IsraelDirector, Western RegioneMail: [email protected]

Subscribe to my free emarketing newsletter which provides creative tips on list building! Click HERE!

OR

Subscribe to my free emarketing newsletter which provides creative tips on list building! Your email: ______________ Sign me up!

http://www.linkedin.com/

http://www.facebook.com/

http://www.twitter.com/

mailto:[email protected]

Join My List Physical Sign up Forms

Copyright © 2008 Constant Contact, Inc.

Have Printed Sign up Options Including:

Guestbooks on your counter

Cards on your restaurant

tables Form at your tradeshow

events Include a sample of your email newsletter so they know what to expect

Create TEAM incentives!

Have contests with employees competing to bring in the most email addresses.


Website:


18 copyright © 2006 - 2010 Constant Contact, Inc.

website / email signup box

Add your logo and personal message to subscribers

Learn about your customers’ interests

Collect names to personalize emails

Use data collected to send your customers only what they want

Join My List Incentives


Build your Subscriber list by offering incentives

Offer discounts, free shipping, gift wrap, etc.

exclusively to your newsletter readers. -MarketingSherpa

Special Report: Marketing During a Down Turn 2008


Collecting Information and Permission

■ Include your logo and brand identity.

■ Describe your email content and how often you’ll be sending

■ Ask about your customers’ interests to stay relevant

■ Ask for additional contact information when necessary


Keeping Them on your List

Target Marketing/Segmenting

Identify groups of Subscribers who

have similar interests or behaviors. ■ Demographic■ Source of Contact■ Geographic■ Buying Behavior■ Giving Behavior■ Self Identified

Interests

Define Topics of Interest and send only what appeals to each segment.

Segmentation delivers, on average, a 7x increase in open rates and a 14x increase in click-through rates for

promotional emails. - Understanding ISP-Level Email Filtering, Sept 2006

Retention can lead to a 25 – 95%

increase in profits. - Fred Reichheld, “The Loyalty Effect”


■ Include your logo and brand identity

■ Personalize your message

■ Reinforce permission and ability to change preferences

Sending a Welcome Email


Using a Permission Reminder


Keeping Your List Current

■ Include your logo and brand identity

■ Provide a link so subscribers can update contact info

■ Ask for feedback


List Building and Permission Checklist

Ask yourself as you build your list…

■ Are you collecting contact information at every customer touch point?

■ Are you asking for permission as well as contact information?

■ Are you clearly describing your email frequency and content?

■ Are you sending a welcome email or a confirmation email?

■ Are you using permission and subscription reminders to stay current?


Any Questions?


Thank You!

Richard Samson IsraelDirector, Western Region for Constant Contact

[email protected]



Copyright © 2008 Constant Contact Inc. The Power of Email Marketing eMail list practices for...

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