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

Email Powerpoint 4.25.11

on

  • 259 views

Email Marketing

Email Marketing

Statistics

Views

Total Views
259
Views on SlideShare
259
Embed Views
0

Actions

Likes
0
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

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.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
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