• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Email  Powerpoint 4.25.11

Email Powerpoint 4.25.11



Email Marketing

Email Marketing



Total Views
Views on SlideShare
Embed Views



0 Embeds 0

No embeds



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

    Email  Powerpoint 4.25.11 Email Powerpoint 4.25.11 Presentation Transcript

    • infogroup Email Overview April 25, 2011
    • Introduction
      • Overview
      • Email Services
        • Our end to end solution
        • How do we compile our emails
        • CAN-SPAM Compliance
        • Process
        • Timeline
        • 4 Keys to a Successful Marketing Campaign
    • Email Marketing
      • Email End to End Solution
        • We Design
          • We have an experienced team of Graphic Designers on Staff
          • We can custom create your Email HTML’s
          • We can improve or convert an existing piece
          • Design layouts can be one of the most important parts of your campaign
        • We Test
          • We will send a test email deployment out to a list of seed address’s to verify the HTML comes across looking how we want it to, and the links are working properly
        • We Deploy
          • Once we have customer approval we will launch the campaign live to the prospects
        • We Track
          • Within 24 hours we will be able to provide live tracking stats of how the campaign is performing.
            • Opens, Clicks, delivered emails, bounces, etc.
        • We Can Supply Follow-Up Marketing File
          • We can supply a file of all data elements for those that open and click on the email for follow up marketing
    • Email Marketing
      • How do we compile our Emails
        • Business Emails
          • We have over 9MM Business emails in our database
          • We have over 75 different selects to choose from; Industry, Titles, Sales Volume, etc.
          • We have several methods of how we compile emails
            • Most Powerful resource we have is our own data compilation center, which compiles emails through telephone verification.
            • We spend $30-$50MM a year updating our entire Database, which includes emails
        • Consumer Emails
          • We have over 60MM Consumer emails in our database
          • We have over 135 selects we can choose from; Age, income, homeowner, etc.
          • We have several methods of how we compile emails
            • We have a number of partnered companies and websites where consumers opt in to receive 3 rd party marketing promotions.
            • We spend $30-$50MM a year updating our entire Database, which includes emails
    • Email Marketing
      • Email Counts
        • Business Emails – over 9MM U.S.
        • 140K Canadian Business Emails
        • Consumer – 60MM U.S. Consumers
        • 80K U.S. churches in Infogroup database
        • 200K Physicians
        • 50K Dentists
        • And much, much more
    • Email Marketing
      • CAN-SPAM
        • What does CAN-SPAM Stand for?
          • Controlling the Assault of Non-Solicited Pornography And Marketing Act
      • Spam is considered to be any type of unwanted online communication, as well as any email that does not comply with CAN- SPAM requirements is considered to be spam.
      • Internet Service Providers (Yahoo, Hotmail, etc) look to the perspective their users have on a given message. If even a small minority of the email recipients click the “spam” button on an email message, that message will be considered SPAM by the Internet Service provider and effect the overall results.
      • CAN-SPAM requires a commercial email to: 
          • Provide a visible and functioning unsubscribe mechanism (honor those requests within 10 days). An email must also provide a clear explanation of how to opt out from future emails.
          • Provide a physical address, telling recipients where the sender is located.
          • Disclose clearly that the email is an advertisement.
          • Avoid the use of misleading/false information in an email. This includes the ‘From” and “Reply To” addresses and subject lines. These aspects of the email must accurately reflect message content and offer.
          • Make sure the “From line” is the client’s Company Name.
    • Email Marketing
      • Process
          • Our Marketing Account Executives will work with each individual client to determine the best avenues for their campaigns.
          • We will go into a detailed analysis of their company, and what they are trying to accomplish to coordinate the correct campaign.
          • This process is designed to put the clients in the best possible position to generate the highest response rates.
          • Our Executives will coordinate the campaign from end to end, working with the designers and production team.
    • Email Marketing
      • Time Lines
        • Email Campaigns
          • Once we have all the materials we will need, we typically see a 3-5 day turnaround on these campaigns from design to deployed
            • There are exceptions to quicker turn times
        • How is this broken down
          • Design normally takes 24-48 hours to produce an HTML
            • Revisions are typically back the same day or within 24hrs
          • Once sent to production, they will have a test out within 24-48hrs
          • Once approved, the test will go out almost immediately, or at the desired day and time
          • Tracking reports available within 24hrs
          • Follow up marketing within 48 hours
    • Email Marketing
      • 4 Keys to a Successful Marketing Campaign
        • Selecting the right prospects
          • Choosing the correct audience is critical to mailing
          • Being in front of the right prospects sets you up for immediate success
        • Correct Media
          • Based on your market, certain mail pieces tend to produce better results than others
          • For example, you typically wouldn’t want to send a 4x6 postcard to a CEO of a fortune 500 company. Gate keepers will toss this well before it gets into their hands
        • Offer or “Call to Action”
          • This is what will drive the response.
          • What is in it for me to respond today?
            • Is it a discount, something free, or some incentive that creates a sense of urgency to reply TODAY
        • Multiple Touches
          • The most important aspect of a direct marketing campaign is staying in front of your prospects
          • The DMA states that it takes 5-7 attempts targeting the same group to see your highest response rates
          • Goes back to the old fashion saying of “Persistence Breaks down Resistance”
    • Email Marketing
      • Retention vs. Acquisition Marketing
        • Retention
          • Retention marketing is primarily when a company reaches out to their existing customers
          • This is very important to stay in front of your customers
          • Can be a monthly newsletter, and offer, special promotion, etc.
          • We have a product called Email Direct that can help with them do this
        • Acquisition
          • This is when a business reaches out to new prospects
          • Different ‘Call to Actions” are what drives responses
          • DMA suggests 5-7 contacts is when you will see your highest level of return
          • An absolute must to continue to grow your business
    • Email Marketing
      • Average Response Rates
        • Business Campaigns
          • Typically see a 90% delivery rate
          • Average open rate is 8-12%
          • Average Click Rate is .5-2%
            • This is based on the number of delivered emails, not just of the opens
        • Consumer Campaigns
          • Typically see around 85% delivery rate
          • Average open rate is 3-5%
          • Average click Rate is .25-1%
            • Again, based on the delivered emails