Email Marketing:Today's tool for effective customer interaction

Email Marketing: Today's tool for effective customer interaction November 2008

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],OLD Good for mass marketing but hard to maximize Lifetime Customer Value. ONE WAY

NEW - Permission Based Driving a consistent message to keep your customers connected with your brand or product through targeted marketing mediums such as print, web, radio, and direct mail advertising. It provides an opportunity for your customers to connect with you in a way that is comfortable for them. Multiple Channel Marketing The result - higher response rate, more repeat buyers and increased revenues. Your database holds the information.

Why Email Marketing ,[object Object],[object Object],[object Object],[object Object],Adding Permission-Based Email Marketing as a key component to your marketing strategy will motivate and engage your customer to take action. Email Marketing evens the playing field for any size business as long as you ask permission from your audience first and follow industry best practice guidelines.

The Customer Relationship Lifecycle ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lead Generator Web Site Visitor Subscriber via web collect or in-store opt-in First - Time Customer Repeat Customer Multi- product Customer Brand Advocate Permission-Based Email (Build a relationship based on customer preferences)‏ Lead Nurturing, Conversion and Retention Once a person has been attracted to your web site, email can move the prospect through the consideration and evaluation process all the way to purchase.

Growing your list ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Subscriber’s Rule ,[object Object],[object Object],[object Object],[object Object]

Excuses not to use email ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Email Campaigns ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Segmentation vs. Batch & Blast Providing Relevant Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ways to Segment ,[object Object],[object Object],[object Object],[object Object]

Personalization ,[object Object],[object Object],[object Object],[object Object],[object Object]

Timing When to hit “send” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Brand Advocate $3,225 / year Visit at least once / week (52 wks x 2 x $31)‏ Welcome Email Welcome Email Birthday Email Anniversary Email Birthday Email Anniversary Email Customer Anniversary Email Monthly newsletter Month 1 2 3 4 5 6 7 8 9 10 11 12 TY gift from trade TY gift from trade TY gift from trade TY gift from trade Monthly newsletter Monthly newsletter Customer Anniversary Email Month 1 2 3 4 5 6 7 8 9 10 11 12 Monthly newsletter Miss You Email if two months lapse Random CS Survey Random CS Survey Miss You Email if two months lapse Direct Mail Request customer comment for newsletters Request customer comment for newsletters Invite to Special Events Invite to Special Events Monthly newsletter Monthly newsletter Random CS Survey Random CS Survey Request customer comment for newsletters Request customer comment for newsletters Invite to Special Events Invite to Special Events TY gift from trade Loyal Customer $1,600 / year Visit 2 days / month

B-2-B Example of how to initiate the sales cycle ,[object Object],Click Invitation to attend Webinar Follow up campaign Personal phone call Direct mail, etc. No Click Campaign Offer (Whitepaper)‏ Accept Decline Try again

Automation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Build a Long-Term Relationship ,[object Object],[object Object],[object Object],[object Object],[object Object]

Testing, Test and Re-test ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Email Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Email Design ,[object Object],[object Object],[object Object]

Tracking / Reporting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Inbox Orange Turn on the Power of Email ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Web-Based Software ,[object Object],[object Object],[object Object],[object Object]

Software Intro ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Email Marketing:Today's tool for effective customer interaction

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