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© Alignable, Inc. 2017
EMAIL MARKETING WARS
THE CONSTANT CONTACT AND MAILCHIMP STORY
Presented by: Eric Groves
© Alignable, Inc. 2017
“SCIENCE” THE LIFECYCLE
Geoffrey Moore
Where is your Industry Segment in its Lifecycle?
© Alignable, Inc. 2017
“ART” OF AIDA
Awareness
Interest
Desire
Action
Of the problem your product or service solves
“Bring...
© Alignable, Inc. 2017
FRICTION GROWS IN THE CONVERSION ZONE
Awareness
Interest
Desire
Action
“Conversion Zone”
© Alignable, Inc. 2017
DISCOVERED WHILE WINNING A BATTLE...
5
© Alignable, Inc. 2017
INCEPTION: A NEW HOPE
6
2001
© Alignable, Inc. 2017
BATTLE ROUND 1: BUILDING AN EMPIRE
7
Constant Contact Wins the Battle!
 Channel provides reach int...
© Alignable, Inc. 2017
BATTLE ROUND 2: CHIMP ATTACK
8
MailChimp Won The War
 Freemium captures the pond
 Multiple “S Cur...
© Alignable, Inc. 2017
KEY TAKEAWAYS
9
 Paths to SMBs are Constantly Evolving
 Importance of AIDA Grows with
Saturation
...
© Alignable, Inc. 2017
GETTING BACK TO THE FUTURE
10
Traditional
$$$
$
¢
CostofAcquisition
Broadcast
Print
Sales Force
Bro...
© Alignable, Inc. 2017
SHIFT TO SOCIAL WITH SMBS
11
 Anticipate Historic Social Shift
• Brand ownership to SMBs willing t...
© Alignable, Inc. 2017
SMBS SHARE INSIGHTS ON BRANDS
12
© Alignable, Inc. 2017
SMBS ALREADY “OWNING” THESE BRANDS
13
© Alignable, Inc. 2017 14
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The Email Marketing Wars: The Constant Contact and MailChimp story (Eric Groves, Alignable)

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The Small Business Web Summit 2017 (San Francisco, CA).

Buy tickets for the next Summit here: http://www.thesmallbusinessweb.com/summit

VIDEO: https://www.youtube.com/watch?v=djLDJKxHuh8

The Email Marketing Wars: The Constant Contact and MailChimp story
by Eric Groves, CEO, Alignable

Published in: Marketing
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The Email Marketing Wars: The Constant Contact and MailChimp story (Eric Groves, Alignable)

  1. 1. © Alignable, Inc. 2017 EMAIL MARKETING WARS THE CONSTANT CONTACT AND MAILCHIMP STORY Presented by: Eric Groves
  2. 2. © Alignable, Inc. 2017 “SCIENCE” THE LIFECYCLE Geoffrey Moore Where is your Industry Segment in its Lifecycle?
  3. 3. © Alignable, Inc. 2017 “ART” OF AIDA Awareness Interest Desire Action Of the problem your product or service solves “Bringing customers back is important to my success” In solving the problem using the solution you provide “Email Marketing can help me bring customer back” To learn how others like them have found success “What pet store has done Email Marketing successfully?” How can I try it with limited investment to see if it works “Free 60-day Trial” Art of AIDA - the optimal balance of media, social media, inbound marketing, telesales, direct sales,… and onboarding Goal: the best overall Cost of Acquisition
  4. 4. © Alignable, Inc. 2017 FRICTION GROWS IN THE CONVERSION ZONE Awareness Interest Desire Action “Conversion Zone”
  5. 5. © Alignable, Inc. 2017 DISCOVERED WHILE WINNING A BATTLE... 5
  6. 6. © Alignable, Inc. 2017 INCEPTION: A NEW HOPE 6 2001
  7. 7. © Alignable, Inc. 2017 BATTLE ROUND 1: BUILDING AN EMPIRE 7 Constant Contact Wins the Battle!  Channel provides reach into market  Pricing captures attention of most viral  Human touch and education take conversion to new heights Constant Contact NPS: mid 30’s 2002 - 2009
  8. 8. © Alignable, Inc. 2017 BATTLE ROUND 2: CHIMP ATTACK 8 MailChimp Won The War  Freemium captures the pond  Multiple “S Curves” provides multiple paths to revenue  Freddie’s voice & integrated education minimizes customer success expense MailChimp NPS: 46 Constant Contact NPS: 18 2003 - 2015
  9. 9. © Alignable, Inc. 2017 KEY TAKEAWAYS 9  Paths to SMBs are Constantly Evolving  Importance of AIDA Grows with Saturation  Brand Trust off-sets increasing COA
  10. 10. © Alignable, Inc. 2017 GETTING BACK TO THE FUTURE 10 Traditional $$$ $ ¢ CostofAcquisition Broadcast Print Sales Force Broadcast Print Direct Mail Broadcast Print Outbound Calling Search & Inbound Google (‘98) SEO & PPC Salesforce Google SEO & PPC Hubspot (‘06) Google SEO, PPC Enterprise SMBs Consumer Alignable (‘14) Social LinkedIn (‘02) Facebook (‘04) Referral “Virality”
  11. 11. © Alignable, Inc. 2017 SHIFT TO SOCIAL WITH SMBS 11  Anticipate Historic Social Shift • Brand ownership to SMBs willing to share opinions with others • Brand sentiment spreads effortlessly  Build Trust with SMBs • Work locally with those they trust (high affinity) • Empower high affinity advocates and resellers to share with others • Partner with brands they trust most • Measure and Improve NPS  Know Segment Net Promoter Scores • How likely are you to Recommend [BRAND] to another SMB • SMB Trust Index℠
  12. 12. © Alignable, Inc. 2017 SMBS SHARE INSIGHTS ON BRANDS 12
  13. 13. © Alignable, Inc. 2017 SMBS ALREADY “OWNING” THESE BRANDS 13
  14. 14. © Alignable, Inc. 2017 14

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