Email Powerpoint 4.25.11

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Email Powerpoint 4.25.11

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

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