Recommended
More Related Content
What's hot
What's hot (20)
Similar to Email Marketing Analysis
Similar to Email Marketing Analysis (20)
Recently uploaded
Recently uploaded (20)
Email Marketing Analysis
- 1. Alan's of Atlanta EMAIL MARKETING PLAN ANNA PLUNKETT
- 2. Table of Contents Introduction Need and Objective Target Audiences Strategies and Tactics Features Comparisons Comparison Summary Recommendation pg. 3 pg. 4 pg. 5 pg. 6 pg. 7-8 pg. 9 - 10 pg. 11 Sources pg. 12
- 3. All About Alan's Alan’s, a one stop shop for all one’s deli, bakery, and confectionary needs, has become a staple throughout the Metro Atlanta area. With 10 locations, Alan’s can provide for every situation whether it’s an office grab and go breakfast, a more upscale lunch, or a dream birthday cake. Customers seek out Alan's for its dependable, quality products and pleasant staff.
- 4. To investigate and purchase an email marketing software that allows for advanced segmentation and analytics, mass email campaigns, and creative expression of Alan's brand through extensive layout and template options. NEED AND OBJECTIVE
- 5. Target Audiences LUNCH REGULARSUPCOMING BRIDES SPECIALTY CUSTOMERS CATERING CUSTOMERS Due to many of Alan's locations being on the ground floor of office buildings in downtown Atlanta, they have acquired a loyal following of business professionals. Whether purchasing a spread of morning bagels, setting up a company wide lunch or seeking the help of a person chef sent in for the meal, Alan's convenient location makes them the go to spot for the their customers' busy lives. With Alan's various locations across the Atlanta area, they have developed a following from a diverse population that has since made it one of their weekly spots. No matter if they are working downtown or grabbing a meal with friends in one of the affluent northern suburbs, the almost 200,000 person strong lunch crowd are sure to show their faces at one of the 10 stores throughout the work week. With the success of Alan's participation in the Great Bridal Expo, they have gathered thousands of names of future brides. Being one the foremost bakeries/confectionaries in the area, they have begun to draw in brides from all over to put their dream cake or wedding meal into a reality while maintaining the quality customers have come to know and love. Whether a customer is looking for a cake or another dessert for a birthday, holiday, or anniversary, Alan's has collected names of customers who have previously ordered for a special occasion. With certain moments often only occurring once a year, the store is seeking to become a tradition for many families during their times of celebration.
- 6. Strategies and Tactics Segment contacts by target audiences and regularity of email campaign 1. Bi-weekly email to frequent lunch customers 2. Monthly email to specialty customers as a reminder for upcoming occasion 3. Monthly email to brides based on date of wedding 4. Monthly email for returning customers who order for 10+ people Personalize campaign based on need or interest 1. Lunch Customers - promote menu specials 2. Specialty Customers - include the month of previous order 3. Brides - include invitations to various tastings based on timeline to wedding 4. Catering Customers - highlight online ordering option
- 7. Features Comparison PRICING SEGMENTATION STORAGE IMAGES USER INTERFACE Mailchimp is expensed at $875 per month while Constant Contact is $895. Constant Contact allows for an unlimited number of emails sent out while Mailchimp only allows for 2.4 million. The $20 difference each month charged by Constant Contact is spent to hire full time customer service employees to help new clients maneuver the site during their first months with the service. In order to have advanced segmentation for Mailchimp, one has to be a subscriber to their pro series which is over $1,000 a month for the number of subscribers Alan's has. With Constant Contact, they allow for segmentation and tagging in order to further divide each client's contacts to create more personalized campaigns to reduce the risk of unsubscribing and increase the level of engagement with each email. While both services come with a variety of templates and designs, Constant Contact allows more flexibility to dictate what types of content are included with each layout. Mailchimp was designed with simplicity in mind which means one either has to know how to code or be constrained to templates designed based on differing numbers of columns and large paragraph based content blocks. A draw to Mailchimp for many customers is that they no longer have to worry about storage. With Mailchimp, they have completely unlimited storage, but when employing Constant Contact, they are limited to the number of email accounts they can store. With Alan's business model, the stores need to be able to show off their creations through photos to drive traffic into the stores. With Mailchimp, they would be able to include an unlimited number of images per email, but are limited to 5 free images with Constant Contact.
- 8. Features Comparison IMPORTING CONTACTS CUSTOMER SUPPORT REPORTING Both Mailchimp and Constant Contact have numerous ways to import contacts. They both are enabled to allow users to upload contacts individually or multiple at a time by copying and pasting or through uploading a file. Constant Contacts' customer support is far superior to Mailchimp. Whereas Mailchimp is limited to only engaging with clients through email or online chats, Constant Contact is available to customers 24/7 and also reaches out to new customers with personal phone calls after their initial purchase with the company to make their transition as smooth as possible. Mailchimp has more features for reporting than Constant Contact. While they both are able to track simple engagement with email campaigns, Mailchimp's reporting goes deeper to analyze how the campaign is doing against the industry average, which link in the email prompted the engagement, as well as the location and time of the engagement. Though Constant Contact is missing these features, by manipulating the lists used and employing the tagging option available through their advanced segmentation, they are able to all but eliminates the gain made by the location based reporting feature of Mailchimp.
- 9. COMPARISON SUMMARY - REPORTING MailChimp Constant Contact Opens Clicks Revenue Device Link Used Location Time Industry Average
- 10. COMPARISON SUMMARY - OVERVIEW Mailchimp Constant Contact Pricing Segmentation Storage Importing Contacts Images $875/month limited unlimited fast unlimited $895/month advanced limited fast limited to 5 User Interface constraining flexible Customer Support online/email 24/7
- 11. Recommendation - Constant Contact Taking into account the price differential and limitations in both storage and reporting, my final recommendation is still Constant Contact. This service accomplishes the two primary objectives through the levels of segmentation available and flexibility in design that can highlight the brand Alan's has grown throughout the Metro Atlanta area. Not only is Constant Contact easier to start up, but it is also more functional for any size business and has the ability to transform email campaigns into social media platform acceptable content as Alan's continues to grow. While Constant Contact is inferior to Mailchimp in its reporting features, the limitations can be overcome by understanding of the whole service and manipulating of the vast levels of segmentation. Due to these reasons, Constant Contact is the more effective email marketing service and would be the best investment for Alan's. When looking at Mailchimp and Constant Contact, both companies have competitive prices and allow for efficient importation of contacts, yet excel in different ways. For Alan's, deciding between the two services comes down to the usability and adaptability of the sites to reach their varying clientele. With Constant Contact being an older and more established organization, they focus on communicating with and supporting customers while adapting their features to allow for a vast amount of segmentation based on their client's needs. Mailchimp, which was founded in the early 2000s, draws in customers based on their unlimited storage and unmatched reporting features.