WhatCounts.com: Find and Grow Your Email Marketing ROI
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WhatCounts.com: Find and Grow Your Email Marketing ROI Presentation Transcript

  • 1. Find and Grow Your Email Marketing ROIChristopher S. Penn, Director of Inbound Marketing www.WhatCounts.com
  • 2. Fair Warning
  • 3. http://www.whatcounts.com/pinterest
  • 4. #wcroi
  • 5. Find Grow
  • 6. Find
  • 7. What?When?How?
  • 8. Return onInvestment
  • 9. Earned - Spent = ROI Spent
  • 10. ROI is a financial equation. Accept no substitutes.
  • 11. Return on “influence”Return on conversationReturn on engagement
  • 12. 1,000 - 500 = 100% 500
  • 13. 250 - 500 = -50% 500
  • 14. Earned - Spent = ROI Spent
  • 15. Marketers woefully undervalue time spent as money in ROI.
  • 16. Annual Income =Hourly 2,080
  • 17. Annual Income =Hourly 2,080Hours x Rate = Time Spend in Money
  • 18. $50,000 = $24.04 2,0805 x $24.04 = $120.20
  • 19. 1000 - 620.20 = 61.2% 620.20100% ROI vs. 62% ROI
  • 20. Worksheet 1 Money Earned: $_______ Money Spent: $_______ Hourly Rate: $_______ Time Spent: _______ Time Spent in Money: $_______ Total Spent: $_______ Total Earned-Total Spent _______% Total Spent
  • 21. What?When?How?
  • 22. ROI is noteverything
  • 23. AudienceProspects LeadsCustomersEvangelists
  • 24. ROI really important!
  • 25. ROI is really important when you needmaximum results for tight resources.
  • 26. ROI not as important!
  • 27. ROI is not as important when you aremaking strategic choices for investment.
  • 28. What?When?How?
  • 29. Earned - Spent = ROI Spent
  • 30. Worksheet 2 Method PPC Email Twitter Money Earned Money Spent Hourly Rate Time Spent Time as Money Total SpentEarned - Spent / Spent
  • 31. Worksheet 2 Example Method PPC Email Twitter Money Earned $1,000.00 $12,563.00 $750.00 Money Spent $500.00 $5,000.00 $0.00 Hourly Rate $24.04 $24.04 $24.04 Time Spent 5 5 40 Time as Money $120.20 $120.20 $961.60 Total Spent $620.20 $5,120.20 $961.60Earned - Spent / Spent 61.24% 145.36% -22.00%
  • 32. Worksheet 2 Example Method PPC Email Twitter Money Earned $1,000.00 $12,563.00 $750.00 Money Spent $500.00 $5,000.00 $0.00 Hourly Rate $24.04 $24.04 $24.04 Time Spent 5 5 40 Time as Money $120.20 $120.20 $961.60 Total Spent $620.20 $5,120.20 $961.60 ROI 61.24% 145.36% -22.00%
  • 33. But wait!
  • 34. Last Touch Problem
  • 35. EmailWebinar PPC Ad Blog Post Sponsored Tweet Which caused the sale?
  • 36. Old school single channel ROI is broken
  • 37. o t heB ack t boa rdd raw ing
  • 38. Income Margin ExpenseNet Profit Audience Volume Action
  • 39. Income Product Margin Expense OperationsNet Profit Audience Marketing Volume Action Sales
  • 40. EPA
  • 41. Earned - SpentNumber of Actions
  • 42. Worksheet 3 Money Earned: $_______ Money Spent: $_______ Hourly Rate: $_______ Time Spent: _______ Time Spent in Money: $_______ Total Spent: $_______ Total Earned-Total Spent _______ EPA Valuable Actions
  • 43. So what?
  • 44. Yes, but so what?
  • 45. Last Touch Problem SolvedGoo gle
  • 46. One Phrase:MCF
  • 47. Google Analytics Multichannel Funnels get us much closer to real ROI.
  • 48. Multichannel Revenue
  • 49. Email “closed” 179 interactions for $67,987 but helped 96 more for $36,796 Total Return: $104,783
  • 50. Find email dependencies
  • 51. Earned - Spent = ROI Spent
  • 52. 104,783-3,300 3,300 = 3075%
  • 53. The Big Picture ofInternet Marketing ROI
  • 54. Grow
  • 55. ROI is good for making post-campaign keep or kill decisions.
  • 56. ROI is not as good at helping youdiagnose and fix campaigns now.
  • 57. Sales
  • 58. Qualified Leads Sales
  • 59. Prequalified Leads Qualified Leads Sales
  • 60. Interested ProspectsPrequalified Leads Qualified Leads Sales
  • 61. Active AudienceInterested ProspectsPrequalified Leads Qualified Leads Sales
  • 62. Potential Audience Active AudienceInterested ProspectsPrequalified Leads Qualified Leads Sales
  • 63. Potential Audience Active Audience Interested Prospects Prequalified Leads Qualified Leads Sales
  • 64. Potential Audience 800 Active Audience 400 Interested Prospects 200 Prequalified Leads 100 Qualified Leads 50 Sales 25
  • 65. Potential Audience 800 50% Active Audience 400 50% Interested Prospects 200 50% Prequalified Leads 100 50% Qualified Leads 50 50% Sales 25
  • 66. Potential Audience 800 50% Active Audience 400 25% Interested Prospects 100 50% Prequalified Leads 50 50% Qualified Leads 25 50% Sales 12.5
  • 67. Diagram out your sales and marketing KPIs and find the most broken step.
  • 68. Potential Audience 800 50% Active Audience 400 25% Interested Prospects 100 50% Prequalified Leads 50 50% Qualified Leads 25 50% Sales 12.5
  • 69. How can we use email to fix the broken step?
  • 70. Active Audience 400 25%Interested Prospects 100
  • 71. Potential Audience 800 50% Active Audience 400 37.5% Interested Prospects 150 50% Prequalified Leads 75 50% Qualified Leads 37.5 50% Sales 18.75
  • 72. Find out if your email even got to your list
  • 73. 168
  • 74. Move email up in the chain
  • 75. 32,21432,214 32,214 32,214 32,214 Audience 107 80 Content
  • 76. Test the optimum combination of performance
  • 77. Buy something >> part Attend webinar er’s m usto The La Subscribe to blog on c dder o ffort f t or e Comm Subscribe to email tmen itment mmi (christ Download eBook of co ophers levelFollow/Like socially penn.c asing Incre om) Visit a website
  • 78. Affiliate marketing
  • 79. Any opportunity to be helpful is an opportunity to earnmoney. @chrisbrogan
  • 80. EarnedSpent Money
  • 81. Find Grow
  • 82. 866-804-0076 www.whatcounts.com @WhatCountswww.whatcounts.com/facebookwww.whatcounts.com/linkedin www.whatcounts.com/gpluswww.whatcounts.com/pinterest
  • 83. www.whatcounts.com/newbook
  • 84. Questions?