Email Powerpoint 4.25.11

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

Email Powerpoint 4.25.11

by amyshafer

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