HLRC.com is a dealer of rare coins that is launching an email marketing campaign to promote exclusive coins to past customers. The campaign will segment customers based on past purchase history and send personalized emails with unique coin offers. It will utilize Constant Contact to design, send and track the emails. The goal is to stimulate sales and strengthen online customer relationships.

1. HLRC.com Harry Laibstain Rare Coins
PowerPoint Resource
E-Marketing Campaign
Reference Guide
Cat Keller
Sallie Anthony
December 11, 2008
©2008 Genworth Financial, Inc. All rights reserved.
Company Confidential

2. HLRC.com
Who is HLRC.com?
HLRC is a dealer of high quality certified coins
•
– Founded in 1980 and well known throughout the coin industry
– Building great collections and helping sophisticated collectors find the
right coins for their sets
– Specializing in early type coins and rarities from every series and
national buyer for these same coins, often outbidding other dealers by
hundreds and thousands of dollar
– Authorized dealer for every major grading service including Professional
Coin Grading Service, Numismatic Guaranty Corporation, and American
Numismatic Association Certification Service
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3. HLRC.com
Campaign Goal & Objectives
•
GOAL
To stimulate customer interest by offering exclusive rare coins to a previously
•
segmented group of customers who have been identified through the database as
past customers/collectors building and investing in Copper, Bust Type, Seated Type,
and Gold coinage.
•
OBJECTIVES
– To promote exclusive access to our nationally known numismatist’s invaluable
advice on the future investment value of coins, what to buy, and what to pay as
the market prices on some coins depreciate, and other coins value will rise to
high prices.
– To re-energize our database and increase sales while decreasing our direct
mailer costs by building stronger online relationship with html email offers and
surveys.
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4. Target Audience Identification HLRC.com
& Segmentation
LIST
•
– Source of email list compiled from past purchases, mining at trade show events,
as well as, website sign-ups
SEGMENTATION
•
– Access database primary data source for information needed to segment and
personalize emails
– RFM (recency, frequency, and monetary value) method used to choose the coins
offered in the email, and who they will be distributed
– Segments targeted for campaign include:
• Win back – customers who have not made a purchase in 2008
• Silver – customers who have purchase $xx in 2008
• Gold – customers who have purchased $xx in 2008
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5. HLRC.com
Client Database
Access Screenshot
•
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6. HLRC.com
E-marketing Program Design
CUSTOMER PROCESS ANALYSIS
•
– Offer - Emailer offer of exclusive coins and free advice/consulting from top
numismatist.
– Response - Customer clicks to order coin, and/or customer clicks to set-up
phone contact, and/or personal contact at a trade show, and/or customer calls.
– Fulfillment - Customer purchases coin, or customer chats with numismatist
either on the phone or in person, numismatist advises and determines customer
coin needs, acquires needed coin for customer and customer purchases coin.
Relationship established through touch points; emailer, phone, in person.
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7. HLRC.com
E-marketing Program Design
CAMPAIGN LOGISTICS
– Budget – Cat can you please fill out this info
– Launch – First email offer will be distributed January, 19, 2009 to Win Back,
Silver and Gold segments with 4 week special offer. For those who do not
respond or open email, second email sent on February 2, 2009.
– Monitor & Evaluate – Activity report will be evaluated weekly during 4-week
campaign to determine email undeliverables, opens, web activity, etc.
• Unopens - For those who do not respond or open initial email, second email sent on
February 2, 2009. Activity report will be evaulated weekly during 4-week campaign to
determine undeliverables
• Undeliverables – Email addresses corrected and email resent.
• ROI Report - To determine cost savings and/or sales lift from campaign
– Re-launch Strategy– Based upon findings of Activity Report and ROI Report,
email program will be expanded to geographical segementation. Email
campaigns will be developed for Win Back, Silve and Gold customers in the
geographic location of upcoming tradeshows.
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8. HLRC.com
Touch Point Mapping
Customer Opens E-mail Offer
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9. HLRC.com
Touch Point Mapping
Customer Does Not Open E-mail Offer
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10. HLRC.com
E-marketing Program Design
CONTENT & BUSINESS RULES
•
– HTML offer email mirrors the look and feel of the HLRC.com website
– Offer email incorporates AIDA approach to increase opens and clicks to
response form
– Offer email, thank you email and response form web page include privacy policy
link and refer a friend functionality
– Contacts originate from database, website, and trade shows so every email and
landing page will be personalized.
– Response form pre-poulated with customer information to increase submissions
– Emails will be created with Constant Contact which will incorporate necessary
components to remain CAN-SPAM compliant (one-click unsubscribe, privacy,
link, physical mailing address)
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11. HLRC.com
Constant Contact
Email Marketing
•
Creating unlimited email campaigns for lists under 50,000 addresses
•
Email campaign scheduling for a specific date and time
•
Unlimited phone (toll-free in the US), chat, and email support.
•
Online resources: user community, support blog, FAQ knowledge base, and learning center
•
A full feature set, including
•
– Email Campaign Wizard, HTML Email Templates, Tracking & Reporting, Contact List Management, Image Hosting,
Email List Building Tool, Email Features (Forward to a Friend, PayPal®), Website Features (Send Page to a Friend, Gift
Reminders), Email Delivery Management
New features added automatically
•
Survey
•
Creating unlimited online surveys and survey invitations
•
Create unlimited online polls, up to 10 live at one time
•
Unlimited phone (toll-free in the US), chat, and email support.
•
Online resources: user community, support blog, FAQ, and learning center
•
A full feature set, including
•
– Online Survey Wizard, Survey Templates, Tracking & Reporting, Contact List Management, Image Hosting, Email List
Building Tool, Email Features (Forward to a Friend, PayPal®), Website Features (Send Page to a Friend, Gift
Reminders), Email Delivery Management
New features added automatically
•
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12. HLRC.com
Offer Email
Personalized
Call to Action
Call to
Action
Unique Offer
Call to Action
Send to a Friend
Personalized Viral Marketing
Call to Action
Privacy Policy
Unsubscribe Option
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13. HLRC.com
Response Form Landing Page
Pre-populated with
customer information
Personalized
Privacy Policy
Send to a Friend Viral
Marketing
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14. HLRC.com
Thank You Email
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15. HLRC.com
Test Strategy
INTERNAL TESTS
•
– Internal tests will be designed to verify the functionality of the email and links
working properly. Seed list created with aol, msn, hotmail, and other IP
addresses to send test email to ensure email renders properly and if any design
elements need to be fine-tuned before email launch.
EXTERNAL TESTS
•
– Subject Lines – A/B test for subject lines on all email. Example:
• Subject line A: Trade Up Your Coins
• Subject Line B: Need to Build Your Collection?
– Email Body Copy – A/B test content of the email. Example:
• Content A: Create email copy based upon previous purchase and offer similar
coins.
• Content B: Include offer about buying coins back.
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16. HLRC.com
Campaign Measurement & Reports
ACTIVITY REPORT
•
Includes:
Number of emailers sent.
• Total Non-delivered- failed,
bounced
• Total delivered versus
percent of total sent
• Total unsubscribes
• Total emails opened with
percent total delivered
• Total responses with percent
total delivered
• Total response forms
submitted with percent total
response forms opened
• Total clicks of other links
with percent of total emails
delivered
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17. HLRC.com
Campaign Measurement & Reports
ROI REPORT
•
– Determine the success
rate of the various email
offers, record and
maintain results
according to sales
figures and response
forms.
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