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Notes Version: Email Marketing Workshop Closing Now What

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Notes Version: Email Marketing Workshop Closing Now What

  1. 1. 9/30/2011 So Far….• Email Bootcamp• Database Management• Advanced Targeting• Creative Content• Deliverability• Now What? Selling It to The Boss • Don’t – Talk Opens, Clicks, or Deliverability – Talk Design, Content, Timing, or Frequency • Do – Talk Revenue over Costs – Talk Percentage of Company Revenue 1
  2. 2. 9/30/2011 Doing the Math• You Know – List Size – Open Rates – Click Rates – Conversion Rates – Average Order Value• You Show – Annual Revenue = List Size x Open Rate x Click Rate (of Opened) x Conversion Rate (of Clicked) x AOV Determining Implementation• Available Resources • Level Of Effort / Return On Investment Program Name Current Proj. % Proj. Rev Proj. LOE Internal Implementation Proj Gross Proj Annual Rev Growth ($) (labor Costs Costs Gross hours) (hourly)Basic Broadcast $0.00 0.00% $10,000 5 $120 $600 $9,400 $9,400Simple $0.00 0.00% $25,000 10 $120 $1,200 $23,800 $23,800SegmentationBehavior Based $0.00 0.00% $32,000 20 $120 $2,400 $29,600 $29,600 Program Name Current Proj. % Proj. Rev Proj. LOE Internal Implementation Proj Gross Proj Annual Rev Growth ($) (labor Costs Costs Gross hours) (hourly)Example Program $10,000 16.00% $11,600 5 $120 $600 $11,000 $138,600Example Program $25,000 3.00% $25,750 10 $120 $1,200 $24,550 $307,800Example Program $32,000 1.00% $32,320 20 $120 $2,400 $29,920 $385,440 Determining Labor-Hours• Content – Research – Copy – Revisions• Design – Artwork/Graphics – Revisions• Coding – HTML – Text• Data/Tech Support – Simple Data Pull – Automated Data Transfer• Operations – Assembly – QA – Deployment 2
  3. 3. 9/30/2011Automated Program Projections 60 50 40 30 20 Costs in 1k 10 ROI in 100k 0 1st 2nd 3rd 4th mo mo 5th 6th mo mo mo mo• Costs are one-time development with minimal maintenance of program• Maintenance includes content development as needed• ROI revenues amortize over time Conclusion• Don’t use geek-speak with the C-Suite – Translate your metrics values to dollar values• Know costs of campaign implementation – It’s more than just deployment• Balance ROI with LOE in determining implementation priority• Compare short-term development costs to long-term revenue gains 3
  4. 4. 9/30/2011 John Caldwell Founder, Red Pill Email An email marketing practitioner since 1996, Red Pill Email founder, John Caldwell, has worked on the agency side, the client side, and as a consultant, using deployment tools from ESPs to in-house to homegrown email systems.jacaldwell@redpillemail.com | @jacaldwell 4

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