1. Email Marketing Strategy:
Service Provider Recommendation
Drew%Berman

2. Overview
• Alan’s'Bakery
• Target'Customers
• Current'Marketing'Tacticts
• Email'Marketing'Goals
• Segmentation'Strategy
• Analysis'of'Email'Service'Providers
• MailChimp or'Constant' Contact
• Based'on'chosen,'important'attributes
• Final'Decision

3. Alan’s Bakery
Company:
• Reliable
• Friendly
Atmosphere'of'Restaurant:
• Upscale,'yet'Informal
Products:
• High'quality
• Infinite'options'for'specialty'items
While&choosing&an&email&provider,&looking&at&our&reputation&was&
extremely&important.&These&are&the&qualities&people&think&of&when&
they&hear&“Alan’s&Bakery”&and&we&want&to&maintain&these&values&
when&we&start&sending&out&emails.&

4. Target Consumer Segments
• Lunch'Crowd
• Customers' Per'Restaurant'Location
• Repeat'Customers'for'Specialty' Bakery'Items
• Brides
• Company'Offices
• Other'Large'Groups'of'10+

5. Current Marketing Tactics
• Menu'Specials'of'the'day
• Online'Ordering
• Discounted'catering'options'for'10+'people'
• Special'event'catering'packages'for'offices
• Wine/cake'tasting'parties'for'brides
• VIP'only'“customer'events”
These&can&be&integrated&with&email&campaigns&as&part&of&our&email&marketing&
strategy.&Our&service&provider&should&help&determine&where&our&attention&
should&be&focused&in&the&beginning,&and&where&we&will&be&the&most&successful.&

6. Email Marketing Goals
• Stay'in'touch'with'customers
• Provide'Information
• Create'awareness'for'potential'clients
• Track'effectiveness'of'marketing'efforts
• Further'segment'database'based'on'customer'behaviors
• Past'customers,'customers'of'specialtyUitems,'etc.
WE#WANT#REPEAT#BUSINESS!
We&don’t&want&to&flood&or&spam&inboxes,&or&look&like&we&rushed&through&the&
emails&without&any&thought&on&the&customers&needs&and&desires&in&mind.

7. Segmentation Strategy
We&have&collected&200,000&email&addresses&from&the&fishbowls&at&each&
store&location&and&havee also&purchased&an&annual&mailing&list&of&local&
bride’s&email&addresses.&(Great&Bridal&Expo)
• Send'emails'out'twice'weekly'to'the'lunch'crowd'(200k)'
• Segment'brides'based'on'wedding'month
• 12'emails'per'campaign.'
• For'example,'all'brides'getting'married'in'June'2017'would'be'in'the'same'
segment.'
• Send'email'to'remind'past'specialtyUitem'customers'of'an'anniversary''
• “and'Alan’s'is'ready'to'help'you'celebrate!”

8. Service Providers
MailChimp
• Started'in'2001'“as'a'side'project'funded'by'various'webU
development'jobs.”
• Now'used'by'more'than'10'million'people'and'businesses'around'
the'world
• Send'600'million'emails'a'day
• “We'love'seeing'businesses'start'small,'fund'themselves'with'
paying'projects,'and'build'up'a'strong'API,'so'thatas'how'we'run'
MailChimp.'We'create'products'and'features'that'empower'our'
customers'to'grow.”
Constant-Contact
• Founded'as'“Roving'Software”'in'1995
• Currently'have'over'650,000'customers
• “[Their]'Mission:'to'empower'small'businesses'and'nonprofits'to'
grow'customer'relationships'and'succeed.”

9. Attributes
Looking&at&our&email&marketing&goals,&I&was&able&to&narrow&down&six&
core&attributes&to&focus&on&when&researching&MailChimp and&Constant&
Contact.&These&were&the&deciding&factors&in&my&decision:
1. Price
2. Segmentation'Capabilities
3. Design'and'Template'Options
4. Customer'Support
5. Analytics
6. Features

10. Price
MailChimp
• $875'a'month
• 185,000U200,000'
subscribers
• Up'to'2,400,000'
emails'a'month
Constant-Contact
• $895'a'month
• For'150,001U200,000'email'
addresses
• Can'receive'10%'off'your'account' if'
you'prepay'for'6'months'in'
advance,'or'15%'off'for'a'year'in'
advance.
• 6'month'prepay:'$4,833
• Savings:'$537
• 12'month'prepay:'$9,129
• Savings:'$1,611
Winner:#MailChimp
MailChimp is#highly#affordable

11. Segmentation Capabilities
MailChimp
• Send'a'targeted'event'invitation'to'
subscribers'inside'a'particular'radius'
around'any'point'on'the'globe.
• Email'only'your'most'engaged'
subscribers'about'special'offers'and'
events.
• Segment'by'date'added'to'send'new'
subscribers'a'welcome'email.'
• Send'to'subscribers'who'have'
purchased'items'from'your'store'to'
announce'new'products'or'updates.
Constant-Contact
• Create'a'personalized'email'once,'and'set'it'to'
send'automatically'for'triggers'like'birthdays'or'
a'customer'milestone.
• Set'a'series'of'emails'for'your'contact'lists.
• When'you'add'new'contacts'to'your'automated'
list,'they’ll'start'receiving'a'scheduled'series'of'
emails.'
Winner:#MailChimp
From#the#website,# it#seems# that#
MailChimp has#more,#and#easierEtoE
use#segment#services

12. MailChimp
Design & Template Options
• PreUdesigned'templates
• BuiltUin'photo'editing
• Collaboration
• Post'comments'and'send'test'emails'while'working'on'a'campaign
• Test'and'preview'for'mobile
• File'manager
• Filter,'search,'and'organize'images'and'documents.

13. Constant-Contact
Design & Template Options
• Customize'any'template
• Drag'&'Drop'easily'into'template
• Social'media'integration
• Mobile'responsive-templates
• Expert-Help-' Design-&-Build-service:-$599
• Professional-graphic-designers- will-create-a-one'of'a'kind-
template
Winner:#TIE
Both#have#a#wide#array#of#template#
options#and#other#easyEtoEuse#features#
for#customization.#Either#would#be#
great

14. Customer Support
MailChimp Constant- Contact
• Phone,'chat,'and'email'
support'offered'Monday'
through'Friday'for'
business'hours,'plus'
weekend'email'support.'
• Online'Resources:
• Community' forum
• Video'tutorials'&'
Webinars
• StepUbyUstep'guides''
• Local'training'and'
classes'available
• Chat'and'email'support'
24/5'– weekends'limited'
to'email'only
• Online'resources:
• ‘Get'Started’'article
• Glossary'of'terms
• Video'tutorials
Winner:#Constant#Contact
Greater#array#of#helpful#resources#
and#better#support#– especially#
with#phone#service.

15. Analytics Reporting
MailChimp Constant-Contact
• No'simple'method'of'A/B'testing'
emails'and'then'measuring'the'
statistics
• All'split'test'emails'have'to'be'done'
manually
• A/B'testing
• Choose'up'to'3'testing'variables,'the'size'of'
your'test'audience,'and'the'metric'U open'
rate,'click'rate,'manual'selection' U determines'
winning' campaign.
• Reports
• Track'how'many'people'opened'the'email'
campaigns'and'see'exactly'what'they'clicked
• Interactive'graphs
• Monitor' trends
• See'which'email'addresses'bounced'
and'why
• Compare'to'other'MailChimp users'in'
industry'U can'gauge'relative'
effectiveness'with'competitors
• Subscriber'activity'reports
• Revenue' reports
Winner:#Mail#Chimp
Analytics#are#so#essential,#
and#their#extensive#A/B#
testing#and#reports#will#
really#help#improve#our#
marketing#efforts

16. Features Comparison

17. Decision
• Price&and&the&analytics&
package&were&huge&
determining&factors&in&
my&decision.
• We&are&spending&less&
money&and&getting&a&
service&that&will&make&the&
money&spent&worthwhile&
– knowing&what&is&
working&and&not&working&
in&our&marketing&efforts.