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  • No matter what business you are in, you can benefit by communicating with your prospects and customers. If you are a business to business consultant, you can send informative and education newsletters, if you sell a business product, such as software or office furniture, you can offer updates and new product announcements. If you sell to consumers, you can offer special deals, or coupons for valued customers. Theatres and art galleries can send open house or event invitations. Health and athletic clubs can send weekly schedules. Association and non profit organization can communicate news, fund drives, events and publications all with the click of a mouse. The important thing to remember is that every business and organization has the ability to communicate with their prospects, members and customers… every month…. With relatively little cost or effort.
  • The internet has been called the “great equalizer”… because it allows small businesses and associations to appear larger and more professional. The ability to professionally communicate with customers via email, is allowing small businesses to conduct marketing programs on a scale with the largest companies. The tools for marketing via email are now affordable for smaller companies. And you’ll have access to the same capabilities, formerly only available to large companies spending thousands or tens of thousands per month. Now … if you look at marketing via email in the context of all the other options for marketing… you see that marketing with email is the most effective way to communicate with your customers and prospects on an ongoing basis. The third column in the chart is a measure of “ROI” or return on investment for various marketing mediums. Even though some of the other marketing mediums have better response rates, Email costs so much less and has such broader and more immediate reach that its effectiveness, when measured as results vs.cost, it is a far superior medium.
  • And here’s the proof… You should find these numbers to be very compelling reasons to invest in marketing to your existing customers. Discuss each bullet. Repeat customers can become your primary source for profitable growth.  
  • Let’s take a look at just how valuable repeat customers are. I think we all know that acquisition costs are high – and that we may cover those (or not) on our first sale. But do you realize how much a loyal customer generates over the life of their relationship with you. Loyal customers spend more, cost less to service, demand less of a discount and, most importantly, bring you new customers—with no cost of acquisition. The biggest reason that retention marketing reaps the greatest reward is because a retained customer is a far more profitable customer to you than a newly acquired customer. The graph shows the increased profitability of a retained customer over seven years. The initial increase comes from increased purchasing each year. As the customer develops a history of purchasing from you, comfort, trust, ease, and even habit will cause them to direct more of their purchasing towards you. Profits will also increase as a result of reduced operating costs. A retained customers requires less support. They know how to use your website to find information. They’ve read your documentation and require less or no training. The long-time customers are the ones most likely to make referrals. Their recommendation to a friend or associate is far more powerful than any marketing message that you could craft. And it’s free! Finally… Retained customers are much less likely to shop on price. The longer their your customer and you serve them well, the greater the perceived risks of going to another vendor. The cost of your price premium could be less expensive than the search and potential mistakes in moving to another vendor.
  • So, these are just a few examples from the 25,000 small businesses and organizations using Constant Contact to build strong customer relationships and repeat business. No matter what your business, make it a practice to collect email addresses (and permission) everywhere you go and with every marketing campaign you run. Then send your list relevant and timely communications to keep your relationship strong – and to keep your business on top of their minds.    
  • And beyond marketing campaigns, make sure that everywhere you touch your customer, your collecting email addresses. Service calls – train and reward Sales calls Trade shows Points of sale Make a standard part of the job for all employees that are touching customers and prospects in any way.
  • Drives Repeat Traffic and Sales Enhances Business/Customer Relationships Builds Customer Loyalty Increases Brand Awareness Increases Lifetime Customer Value
  • Drives Repeat Traffic and Sales Enhances Business/Customer Relationships Builds Customer Loyalty Increases Brand Awareness Increases Lifetime Customer Value
  • Drives Repeat Traffic and Sales Enhances Business/Customer Relationships Builds Customer Loyalty Increases Brand Awareness Increases Lifetime Customer Value
  • Associations have known for a long time that ongoing communications grow membership and activism. They have also always been more strapped than their commercial counterparts, and have relied more heavily on email as a result. Here’s an example of an association that has… a small staff, limited budget, no expertise in house that they could rely on for software or for professional design. However, the Yosemite association has had great success creating and sending newsletters that have helped them grow and retain their membership. … And it’s important to keep in mind that all of these examples are companies or associations that are spending in the range of $15, $30 and $50 per month in service fees… and some have replaced much more expensive alternatives with that monthly fee…
  • Associations have known for a long time that ongoing communications grow membership and activism. They have also always been more strapped than their commercial counterparts, and have relied more heavily on email as a result. Here’s an example of an association that has… a small staff, limited budget, no expertise in house that they could rely on for software or for professional design. However, the Yosemite association has had great success creating and sending newsletters that have helped them grow and retain their membership. … And it’s important to keep in mind that all of these examples are companies or associations that are spending in the range of $15, $30 and $50 per month in service fees… and some have replaced much more expensive alternatives with that monthly fee…
  • Associations have known for a long time that ongoing communications grow membership and activism. They have also always been more strapped than their commercial counterparts, and have relied more heavily on email as a result. Here’s an example of an association that has… a small staff, limited budget, no expertise in house that they could rely on for software or for professional design. However, the Yosemite association has had great success creating and sending newsletters that have helped them grow and retain their membership. … And it’s important to keep in mind that all of these examples are companies or associations that are spending in the range of $15, $30 and $50 per month in service fees… and some have replaced much more expensive alternatives with that monthly fee…
  • So, let’s talk about the nuts and bolts of marketing to your customers with email. there are three main components to an email program – list management, email creation and delivery and results reporting – I’ll discuss each of these in more detail. … and just in case this point was not clear yet… Online services, like Constant Contact provide all of this functionality – without any software to install, maintenance or upgrades. You simply subscribe to the service via your web browser and pay a small monthly service fee. Now software to download or buy. No servers to buy and maintain for running the software. And no staff to manage the servers and the software.
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    1. 1. Value of Email Marketing http://www.constantcontact.com
    2. 2. Topics Of Discussion <ul><li>Why Email Marketing? </li></ul><ul><li>The Power of Relationships </li></ul><ul><li>Creating a Winning Strategy </li></ul><ul><li>Constant Contact Customer Examples </li></ul><ul><li>Constant Contact Overview </li></ul><ul><li>Constant Contact Benefits </li></ul>A Template For Success!
    3. 3. Why Email Marketing?
    4. 4. Email communications are ideal for all types of businesses Service Offerings Product Offerings Business to Consumer Business to Business Jewelry Sporting goods Food and cooking Theatres and musicians Travel Fitness & training Religious organizations Lawyers and accountants Information technology services Web site development Marketing agencies Consultants Product distribution Gifts and rewards Office furniture Software
    5. 5. Why Email Marketing? <ul><li>Everyone is doing it! </li></ul><ul><li>75% of businesses have email lists </li></ul><ul><li>13% of total marketing budget is </li></ul><ul><li>spent on email </li></ul><ul><li>When asked what consumers would </li></ul><ul><li>like email to replace: </li></ul><ul><ul><li>54% replace telemarketing </li></ul></ul><ul><ul><li>45% replace in-person sales calls </li></ul></ul><ul><ul><li>40% direct mail </li></ul></ul><ul><li>Source: Association for </li></ul><ul><li>Interactive Marketing, DoubleClick Study </li></ul>E-MAIL ME THAT When asked e-mail usage in daily Business activities, 85% said they use e-mail to communicate with customers, 80% said they communicate with partners and business associates via e-mail, and 67% e-mail potential buyers Source: Interland
    6. 6. The Answer is Email! In the past, relationship marketing was primarily done through direct marketing initiatives. These proved to be too expensive for small businesses to use effectively... Email marketing drastically changed the economics making relationship marketing viable for businesses of all sizes and types – saving time and money!
    7. 7. The Economics – Print vs. Email Comparison of Costs for 12 newsletters per year for 10,000 members Constant Contact Annual fee: $900 Design: $1,500 Total: $2,400 Direct Email Design: $5,000 Postage: $44,400 Printing: $18,000 Handling: $3,600 Total: $70,600 Direct “Snail” Mail
    8. 8. Why Use An Email Marketing Service? Constant Contact… <ul><li>Email marketing services automate best practices </li></ul><ul><ul><li>Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes </li></ul></ul><ul><ul><li>Provide easy-to-use templates. </li></ul></ul><ul><ul><li>Send readable formats – HTML and/or Text </li></ul></ul><ul><ul><li>Handle unsubscribe links required by law </li></ul></ul><ul><ul><li>Ensure email delivery, tracks results and obeys the law </li></ul></ul>
    9. 9. Why Outlook Fails <ul><li>Standard Email Programs (e.g. Outlook, Hotmail) not designed for group email messaging </li></ul><ul><ul><ul><li>Limited # of emails sent at one time </li></ul></ul></ul><ul><ul><ul><li>List break up more susceptible to filters </li></ul></ul></ul><ul><ul><ul><li>Message can be filtered, blocked or undelivered without notice </li></ul></ul></ul><ul><ul><ul><li>No tracking and reporting of email results </li></ul></ul></ul><ul><ul><ul><li>If messages perceived as spam, entire corporate email server can be blocked by ISPs </li></ul></ul></ul>What They Don’t Know CAN Hurt Them
    10. 10. The Power of Relationships via Email Marketing How small businesses can foster and grow profitable relationships on a shoe-string!
    11. 11. The Challenge for Businesses… Every business knows they need to keep relationships going…how about to budget time and money? Sales & Profits Investment ($ and time) Most new and growing businesses focus on acquisition Most profits are generated by repeat customers Keeping current relationship strong while looking for new business
    12. 12. Repeat Customers are Valuable <ul><li>6-7 times more expensive to gain a customer than to retain a customer 1 </li></ul><ul><li>5% increase in retention yields profit increases of 25 to 100% 2 </li></ul><ul><li>Repeat customers spend 67 percent more 2 </li></ul><ul><li>After 10 purchases, a customer has already referred up to seven people 2 </li></ul>All too often, client retention only becomes the strategy to save the business after the customer has fled. <ul><li>Sources: </li></ul><ul><li>Harvard Business Review </li></ul><ul><li>Bain and Company, 2002 </li></ul>
    13. 13. How valuable are loyal customers? Very, Very Valuable! 0 1 2 3 4 5 6 7 Acquisition Cost Retention Value Year Base Profit Profit from increased purchases Profit from reduced operating costs Profit from referrals Profit from price premium Profit
    14. 14. In Summary <ul><li>Every business should be collecting email addresses from every visitor they drive to their website or find at an event. </li></ul><ul><li>Ongoing, relevant communications can keep your prospects and customers coming back and provide great conversion opportunities. </li></ul><ul><li>Email communications are the best way for small businesses to keep in touch with their customers – easily and affordably! </li></ul>
    15. 15. Creating A Winning Strategy
    16. 16. Collect email addresses everywhere… Guest book On service or sales calls At networking events and meetings At trade shows Customer & Prospect Database Website signup Guest Book
    17. 17. Determine Appropriate Format <ul><li>Newsletters </li></ul><ul><ul><li>Frequency: monthly / quarterly </li></ul></ul><ul><ul><li>Lots of educational content (typically non-promotional) </li></ul></ul><ul><li>Promotions </li></ul><ul><ul><li>Frequency: bi-weekly / monthly </li></ul></ul><ul><ul><li>Focus on promotion / limited content </li></ul></ul><ul><ul><li>2, 4, 6 product promotions, coupons </li></ul></ul><ul><li>Announcements </li></ul><ul><ul><li>Frequency: event driven </li></ul></ul><ul><ul><li>Promotional or educational with targeted message </li></ul></ul><ul><ul><li>Invitations, special events </li></ul></ul>
    18. 18. Frequency & Delivery <ul><li>Objective: Maximum impact/Minimum intrusion </li></ul><ul><li>How often to send </li></ul><ul><ul><ul><li>Create a schedule </li></ul></ul></ul><ul><ul><ul><li>Include frequency in online sign-up “Monthly Newsletter” </li></ul></ul></ul><ul><ul><ul><li>Coordinate for maximum impact </li></ul></ul></ul><ul><ul><ul><li>Newsletters (monthly / quarterly) </li></ul></ul></ul><ul><ul><ul><li>Announcements / Event Invitations (as needed) </li></ul></ul></ul><ul><li>When to send </li></ul><ul><ul><ul><li>When is your audience most likely to read it? </li></ul></ul></ul><ul><ul><ul><li>Day of week (Tuesday & Wednesday) </li></ul></ul></ul><ul><ul><ul><li>Time of day (10am to 3pm) </li></ul></ul></ul><ul><ul><ul><li>Test, test, test </li></ul></ul></ul>
    19. 19. Average Delivery Statistics Your results may differ significantly! Open Rate Time Day 18% 9:30am Friday 34-44% 3:30pm Thursday 50-62% 11:30am - 11:30pm Tuesday / Wednesday
    20. 20. Getting Email Opened <ul><li>The “From” line </li></ul><ul><li>- Use a name the recipient will recognize </li></ul><ul><ul><ul><ul><li>Include your company name or brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The clearer the better </li></ul></ul></ul></ul><ul><li>- The shorter the better </li></ul><ul><li>- Be consistent </li></ul><ul><li>The “Subject” Line </li></ul><ul><li>- Keep it short and simple </li></ul><ul><ul><ul><ul><li>You have 3 seconds or less </li></ul></ul></ul></ul><ul><ul><ul><ul><li>30-40 characters including spaces (5-8 words) </li></ul></ul></ul></ul><ul><li>- Incorporate a specific benefit </li></ul><ul><li>- Include your brand </li></ul><ul><li>- Capitalize and punctuate carefully </li></ul><ul><li>- Test! </li></ul>60% of consumers say the &quot;from&quot; line most often determines whether they open an email or delete it. Source: DoubleClick
    21. 21. Legal Compliance <ul><li>Two types of permission: </li></ul><ul><li>Explicit: Opt-in from your website, a sign-up form or guest book </li></ul><ul><ul><ul><ul><ul><li>“ Join our mailing list” </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>I would like to receive info from time-to-time </li></ul></ul></ul></ul></ul><ul><li>Implicit: Requests for information / registration forms, existing customer relationship </li></ul>Permission – What is it and why you need it? Note: Always make sure to ask for permission when collecting information from registration forms or tradeshows, etc. SPAM Guest Book
    22. 22. Evaluate Your Results <ul><li>What influences the open rate? </li></ul><ul><ul><li>From / Subject line </li></ul></ul><ul><ul><li>Delivery day / time </li></ul></ul><ul><ul><li>List overuse, age or quality </li></ul></ul><ul><li>Why did people click through? </li></ul><ul><ul><li>Call-to-action or offer </li></ul></ul><ul><ul><li>Copy </li></ul></ul><ul><li>What are they interested in? </li></ul><ul><ul><li>What links did they click on? </li></ul></ul><ul><ul><li>How did they answer your Survey questions? </li></ul></ul>
    23. 23. Examples Using Constant Contact
    24. 24. Boston Public Library &quot; Constant Contact® is the Best Way to Communicate &quot; P.A. d'Arbeloff Executive Director Boston Public Library Foundation Campaign Types: - Board Communications – Monthly - Newsletters – Monthly - Library Exhibits – As needed - Special Events – As needed Results: * 49.3% average opens over last 3 campaigns * 14.6% average click-throughs over last 3 campaigns Comments: * We do the majority of our marketing and communications via Constant Contact * We have seen a substantial savings annually * Able to communicate with our supporters, members, donors real-time * Allows our staff to use this without relying on any technical assistance Using Constant Contact since 11/02
    25. 25. Sugarbush Chamber of Commerce &quot; This is the one tool that has made a difference in how I communicate with my members. “ Susan Roy Executive Director Sugarbush Chamber of Commerce Campaign Types: - Chamber Mixers – 7 times a year - Newsletters – Every 10 days - Special Events – As needed Results: * 58.6% average opens over last 3 campaigns * 25.8% average click-throughs over last 3 campaigns Comments: * Do 95% of all marketing via Constant Contact * Save $4,000 annually on postage alone * Used to only be able to communicate every 6 weeks but now all the time * Started with no computer experience Using Constant Contact since 7/03
    26. 26. The ALLY Foundation &quot; Constant Contact has raised the bar for how we can easily maintain a consistent message, brand and look for our email communications. We often get compliments on our communications using Constant Contact. &quot; Stephanie Misbach Director of Awareness The ALLY Foundation Campaign Types: - Newsletters - Event Invitations - Foundation Updates Results: * 47.9% average opens over last 3 months * 16.1% average click-throughs over last 3 months Comments: * Do 90% of all marketing via Constant Contact * Emails are now more professional, better click-throughs, readability vs. previous emailing methods * Send 1-2 emails a month * Once I have the content and images I want to include it only takes 15 minutes to create a campaign. Using Constant Contact since 10/02
    27. 27. Constant Contact Overview
    28. 28. About Constant Contact… With over 130,000 customers, Constant Contact® is a leading email marketing service for small businesses, associations, and nonprofits. Constant Contact's leading email marketing and survey products—supported by our expert personal coaching and service—help all types of small businesses and organizations create professional-looking email newsletters and insightful online surveys and begin a dialogue with their customers. Designed and priced for Small Businesses and Non-profits, Constant Contact is affordable, easy-to-use and includes a free 60-day trial.
    29. 29. Constant Contact is the Market Leader Over 150,000 customers Award-winning Email Marketing product 450+ million emails sent each month High deliverability rate of 97%+ Newly expanded product line – Survey
    30. 30. Constant Contact <ul><li>Industry leading email marketing service for small businesses, associations, and nonprofits </li></ul><ul><li>Fast growing, profitable company </li></ul><ul><li>Web-based email marketing and online survey solutions requiring no technical expertise </li></ul><ul><li>Designed and priced for Small-Medium Businesses </li></ul><ul><li>Outstanding customer satisfaction </li></ul>Consistent Revenue Growth!
    31. 31. Fanatically Focused on the Customer Experience Constant Contact Confidential <ul><li>Usability </li></ul><ul><li>Campaign consultants </li></ul><ul><li>Customer support and consulting </li></ul><ul><li>Live product tours </li></ul><ul><li>On-demand tutorials </li></ul><ul><li>In-product coaching tips </li></ul><ul><li>Product updates and alerts </li></ul><ul><li>Customer feedback loops </li></ul>We Teach Small-Medium Businesses How To Build Effective Customer Relationships
    32. 32. Constant Contact is Designed for Small Business <ul><li>List management </li></ul><ul><li>Image hosting </li></ul><ul><li>Real-time reporting </li></ul><ul><li>Permission management </li></ul><ul><li>Over 200 professional email templates </li></ul><ul><li>Over 40 professionally-written survey templates </li></ul><ul><li>Free Support </li></ul>&quot;Once again, with the introduction of Survey Constant Contact has delivered a unique solution that is easy to use and will help us grow our business.  Thanks again!”    Bradford G. Budd, Asst. Vice President, Agency Marketing Services We couldn’t be happier with your product and are thankful to have such an affordable tool for staying in constant contact with our visitors.         Marti Mayne, PR Manager, Mt. Washington Valley Chamber of Commerce We have found Email Marketing by Constant Contact to be our best method of consistent communication. P.A. d'Arbeloff, Executive Director Boston Public Library I love the service Constant Contact provides, making it so easy to work with such professional results in our email campaigns. The results are so magnificent without having to spend hours in designing attractive templates. Pedro H. Ordenes American Swimming Coaches Association
    33. 33. Constant Contact Customer Benefits
    34. 34. Constant Contact - Customer Benefits <ul><li>Pricing starts as low as $15 a month </li></ul><ul><ul><li>Pre-payment discounts available for all customers </li></ul></ul><ul><ul><li>Special pre-payment discount for non-profit customers </li></ul></ul><ul><li>Constant Contact move-in service for customers </li></ul><ul><ul><li>Communications Consultant calls customers to help them get started </li></ul></ul><ul><li>Constant Contact customer support and training </li></ul><ul><ul><li>Phone and email support for trial, free and paying customers Constant Contact daily live webinars for getting started </li></ul></ul><ul><li>And Much Much More… </li></ul>
    35. 35. Constant Contact Confidential THANK YOU!

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