Why eBlasting is Killing Your Business
•Download as PPTX, PDF•
2 likes•138 views
This document provides tips and advice for using email marketing to grow a business. It recommends segmenting an email database according to a business's products and services. The key metrics to track include the total number of subscribers, net subscriber gain or attrition, and engagement by subscriber segment. Having a forward-looking content plan and continually adding new subscribers are also advised. Contact information is provided for an email marketing consultant who can help businesses set up and optimize their email marketing.
Recommended
Recommended
More Related Content
Similar to Why eBlasting is Killing Your Business
Similar to Why eBlasting is Killing Your Business (20)
Recently uploaded
Recently uploaded (20)
Why eBlasting is Killing Your Business
- 2. eDMOverview
- 7. Exit/sellyou business Profit Turnover Balance sheet Value of the assets Your marketing & customer database is a an asset
- 9. CEO Checklist The total number of subscribers Net gain or attrition of subscribers for your organization Key segment engagement across the organization Benchmark analysis between revenue and key segments
- 12. eDM Consultant Database segmented to meet your organizations business structure, products and services Give value to your subscribers. Don’t just take! Forward planning Content is king Program to continually add subscribers Review the numbers against internal benchmarks
- 13. eDM Consultant Peter Margetis Peter.margetis@theedmfactory.com www.theedmfactoy.com Sign-up and use Zulu eDM for FREE includes 15,000 emails per month www.zuluedm.com
Editor's Notes
- Split the presentation into three logical areas: 1.) A brief review of our research and path to where the industry is at 2.) The underlying value proposition that eDM contributes to the value of an organization 3.) The issues with eDM and some best practice tips
- Ori
- Original model – Selling through Agencies, web developers, digital companies Clients doing their own campaigns were producing simple flyers
- Agencies pushed on price, ease of use and little more. They over charged for the creative. Often, infact all the time they were simply uploading a list blasting and would care about the personal data attached to the email address. The eBlasts were often a headache tacked onto an hugely expensive TVC or Web site redeployment. The term email list was born which further cheapened attitudes towards the process and was very much driven by US email blasting tools like mail chimp and constant contact.
- Email is cheap, email addresses are free and this is view helped to form many peoples attitude towards email campaigns. The ‘just get it out today and we will do a better next week’ attitude was easy to live with because whatever sales that was made was looked upon a bonus, given a campaign cost less thank $30. For quite sometime poor behaviour was often rewarded. Investment in time and effort by organizations is often driven by the costs associated with the particular project. If you compare the price of a print catalogue or a website with an e-Blast, organizations would most likely spend more time on the first two where the third is equally or if not more important. - So what did we do: 1.) Sacked the agencies 2.) Created the eDM Factory 3.) Continued to focus our product on tools to drive organization value, data and subscriber engagement It was a big call for a small business losing 40% of its clients
- Before I play this: I want you to think about what difference if any this change in vernacular would have done to your view of email blasts. Instead of : Team lets get sent a blast to the large list this week we have a new product to promote Exchange with this Team lets get a campaign ready to send to our marketing database with a different message for high value customers.
- Revenue Vs multiple at sale Trends
- This is the subscriber numbers of a very large PP wholesale manufacturer in the US are shown. They left us as a client in 2011
- A ceo should at any one time should know time the following: The total number of subscribers Net gain or attrition of subscribers for your organization Key segment engagement across the organization Benchmark analysis between revenue and key segments
- To build the asset value of the database eDM should be can be used as an indicator to predict revenue. Knowing the expected revenue per segment when a campaign is released is valuable in anybody's terms. I know Kogan Also good campaigning will help you to understand which channels receive the most enquiries or sales when a campaign is sent. And finally eDM is the perfect tool to demonstrate how successful your organisation is in converting prospects to customers because an eDM database is more than just a customer database. It handle communications to all subscribers
- So why does e-Blasting destroy the value of a eDM database?
- At minimum you need your Database segmented to match your organizations products and services. Preferably you look at other logical ways to segment and campaign Give value to your subscribers. Don’t just take! – Price counts but anybody can price match. What is going to make the experience better for the subscriber than going to your competition. Forward planning – Persisting with Adhoc campaigns alone is seen through by the subscriber Content is king – we have whitepaper available on our web site I will ask Kate to provide to anyone that would like a copy Program to continually add subscribers, this needs to be integrated into the ethos of the company Review the numbers against internal benchmarks