Email

Marketing

What is Email Marketing?

EMAIL MARKETING IS AN EASY, COST-EFFECTIVE WAY

TO COMMUNICATE WITH YOUR TARGET AUDIENCE.

+ACQUISITION

/PROSPECT

MARKETING

RETENTION/

DATABASE

MARKETING

A good

marketing

strategy will

incorporate both

acquisition and

retention email

marketing

campaigns.

=

CONNECT WITH CURRENT CUSTOMERS AND

NEW PROSPECTS, ONE-ON-ONE, TO A TARGETED

AUDIENCE.

Email Marketing Reach.

How often

do you check

your email

during the

workday?

Whenever new email arrives 25%

0 5% 10% 15% 20% 25%

Every 60 minutes

Twice a day

Every 30 minutes

Once a day

Rarely

16%

12%

12%

8%

http://blog.pqsystems.com/2013/01/10/reader-survey-consulting-critical-metric-charts/

Source: http://www.inc.com/peter-roesler/top-5-reasons-why-email-marketing-is-still-works.html

Email is an easy way to reach customers on any device.

1

It’s an effective way to extend your audience reach, engage new customers and build brand trust.

2

3

4

Email marketing is cost effective and trackable.

It’s easy to customize and integrate into other marketing tactics.

Top 4 Reasons Email Works.

Email vs. Direct Mail

• Low cost

• Strong ROI (more return for every dollar spent)

Source: Harvard Business Review, Aug. 2012*spend adjusted in email to reflect our charge. All other data is from the study.

Our Database

• We bring in roughly 1.5 million fresh pieces of data per month—scrubbed

to ensure quality and deliverability, making our database one of the

largest and most hygienic in the marketplace today

• Over 140 million consumer and business emails with time stamps and

URL to verify recipients consent

• Securely deliver your message to the exact consumers you want to reach

using hundreds of targeting options

• Reach national, regional or local audiences at cost effective rates

Sourcing Our lists consist of information obtained through opt-in online

surveys, e-subscriptions, e-registrations and our extensive

network of permission-based websites.

Any data obtained is put through a hygiene process for

verification, allowing us to validate the email addresses.

Our team is diligent with maintaining and updating our

unsubscribe lists. We have a quality assurance process

in our emailing team that verifies that all broadcasts are

can-spam compliant.

Every record received also has the opt-in date, IP and

source for compliance purposes. Our teams follow

the best data security practices to ensure all of our

compliance steps are followed and there are no breaches.

Compliance What is CAN-SPAM?

Regulations implemented by the Federal Trade

Commission (FTC) to protect consumers from receiving

spam or unsolicited emails.

Our emails are 100% opt-in and permission-based every

consumer and business email has consented to receive

emails from our advertisers.

Also leverage relations with major ISP’s to whitelist

servers

• Age

• Gender

• Income

• Marital Status

• Presence of Children

• Home Ownership

• Lifestyle & Interests

• Ethnicity

• Geography

Target the Right Prospects.EMAIL CAMPAIGNS DELIVER YOUR MESSAGE TO THE CUSTOMERS

YOU WANT TO REACH USING HUNDREDS OF TARGETING OPTIONS

INCLUDING:

YOU will want to get a complete picture of the customer

your client wants and needs! ~CNA~

Targeting Capabilities

• Reach target audiences with sales promotions or events.

• Announce new products, services or locations.

• Drive website traffic.

• Acquire new customers.

• Distribute eNewsletters, product launches,

coupons, and more…

Email Marketing Applications.

• Automotive

• Travel

• Real-Estate / Home Builders

• Hospitality, Tourism,

Hotels, Casinos and Cruise

• Restaurants, QSRs, FCRs

• Retail

• Education

• Banking / Credit Unions

• Healthcare

Let Us Help Grow Your Business.WHO BENEFITS FROM EMAIL ADVERTISING? ANY BRAND THAT NEEDS TRAFFIC!

• Home Improvement

• Arts / Entertainment

• Holiday Marketing

• Grocery / Supermarkets

• Health / Fitness Clubs

• Health and Beauty

• News / Media

• Technology, Wireless

• Banking, Credit Unions

• CPGs

IN-DEPTH REPORTING

We will have access to real-time

tracking reports so that you can make

informed decisions about your clients

campaign.

Real-Time Tracking & In-Depth Reporting

Elements of an Effective Campaign.

Product

Incentive

Call to action

Content

OFFER

Right Target

Permission

Right Time

LIST

Copy

Subject Line

Design

CREATIVE

+ ++

Return-on-Investment.SELL PACKAGES.Marketing 101—repetition works

KEEP IT SIMPLE. DON’T OVER TARGET.A local store (restaurant, retailor,

etc.) does not need to see counts

broken out five ways by zip and

demographics. This is a very

common mistake that providing

multiple options translates to better

data.

SETTING EXPECTATIONS—EMAIL MARKETING

IS TRANSPARENT AND TRACKABLE.This is good and bad as your advertisers will see exactly

how many hits they get to their site and what those visitors

do. Some advertisers have unrealistic expectations for

their email marketing budget, so help them set the right

expectations - this is advertising.

While some clients will get high levels of direct sales

others may not. Product, price and the process will all play

into what clients will get back. Consumers will not buy a

car from an email, but that doesn't mean it isn't a great

way to advertise and build branding and name

recognition...similar to the newspaper.

• Repetition is instrumental to any successful marketing

campaign. Engaging users over time builds brand awareness

and loyalty. You'll never see a TV commercial run just once,

the same rules apply to email.

• Subject Matters. Avoid words like "free," "last chance," and

"offer" in the subject line, otherwise chances are your

message is going straight to junk folder. The subject lines with

the highest open rates are descriptive yet simple, no more

than 50 characters.

• Know your audience. Your creative should be relevant and

timed just right. If you're targeting moms, mailing during busy

morning hours is not ideal.

• Mobile friendly is a must. All emails need to be designed to

show on a mobile device – in 2013 mobile device open rates

surpassed desktop at 51% vs. 45% respectively (4% view

email on both)

Tips and Tricks.

• Open Rates – What % of users who received your

email viewed your message?

• Click-Thru-Rates (CTR) – how many users

clicked on a link in your message?

• Website Traffic – how many visitors came to your

website?

Measuring Results.

Automotive

Case StudySUBJECT LINE:

Upgrade Today and Save on Your New

Toyota

TARGETING:

15mi radius of 77079

Toyota Owners 2011+

Auto Intenders

Credit Score 550+

EMAIL COUNT:

330,000

RESULTS:

39,489 Opens (11.97%)

6,195 Clicks (1.78%)

Banking/Loan

Case StudySUBJECT LINE:

Low Fixed Rate Home Equity Loans

TARGETING:

+ Ages 45–65

+ HHI $75k+

+ Homeowners

+ In a zip list around the Credit Union

EMAIL COUNT:

+ 156,613

RESULTS:

+ 18,477 Opens (11.8%)

+ 2,758 Clicks (1.8%)

Grocery Chain

Case Study

SUBJECT LINE:

Grand Opening Feed Your Family

for Less Everyday

TARGETING:

+ Woman 25-54

+ HHI less than 75k

+ Men cooking interest

EMAIL COUNT:

+ 146,897

RESULTS:

+ 14,902 Opens (10.146%)

+ 1,565 Clicks (1.7%)

Home Builder

Case Study

OBJECTIVE:

One Year Monthly Email

Campaign

TARGETING:

+ Homeowners

+ HHI 150k+

+ In select cities near new the development

EMAIL COUNT:

+ 62,757

RESULTS:

+ 6,671 Opens (10.6%)

+ 1,001 Clicks (1.6%)

Home Improvement

Case StudySUBJECT LINE:

Handyman Special Offer

DURATION:

+ Throughout the year

TARGETING:

+ Homeowners

+ Interest in home improvement

+ Improvement in zips around retail location

EMAIL COUNT:

+ 100,000

RESULTS:

+ 11,152 Opens (11.552%)

+ 1,856 Clicks (1.856%)

Restaurants

Case Study SUBJECT LINE:

Fresh Off the Grill

DURATION:

+ Throughout the year

TARGETING:

+ Ages 21–45

+ HHI 50k+

+ Interest in food and wine in zips around location

EMAIL COUNT:

+ 120,500

RESULTS:

+ 10,347 Opens (10.095%)

+ 1,954 Clicks (1,906%)

QUESTIONS???

Next Digital Brown Bags – August 3, 2015