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This presentation was done for Groupon business customers who wanted to learn how to use email marketing to accelerate sales.
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Email Marketing 101
How Small Businesses Use Email to Drive New and Repeat Sales
34 years experience building solutions to accelerate marketing and sales performance
Teaches companies how to leverage customer data and interactive marketing technology to drive sales, serve customers, and build long-term brand loyalty
Voted one of the “50 Most Influential People in Sales Lead Management” in 2009
Joel BookPrincipal, Marketing Research & Education GroupExactTarget
@joelbook
Digital Media Has Revolutionized
Marketing
<1990 1990s
Direct MailTelephone
1999 2000s 2011TVRadioPrintDisplay
IMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline Display
IMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing
Mobile EmailSMSIMEmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web
Addressable VoiceMobile EmailSMS + MMSIM EmailDirect MailTelephone
TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media & AdsVirtual WorldsWidgetsTwitter
Marketing Media (R)evolution
What’s Different about Marketing in 2011?
Marketing has shifted from a one-way broadcast to a two-way conversation.
One Size Fits All
1to1 Marketing has Replaced Mass Marketing
1Customers expect
information, offers
and invitations that
are: Personal Relevant Timely
Customers are Empowered and Influential
Your Brand Evangelists
have become
Your Best Marketers
How do Businesses Compete for & Keep
Customers?
EMAIL Aids the Buying Process Improves Service Keeps Customers
Connected
Business Getting
Email delivers an average ROI of $43.62 per dollar spent!
Source: The DMA
Power of Direct
Economic Impact Study, 2009
Business Keeping
82% of top marketers report that email is their channel of choice for retention.
Source: Winterberry Group, 2009
Why is Email so Important to Your
Business?
58% of Online
Consumers Begin
their Day with Email.
Full report available at www.exacttarget.com/sff
Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning
The Customer Life Cycle
Product Awareness
Product Evaluation
Product Purchase
Product Usage
Brand Loyalty
Repurchase/Renewal
Once a person gives you permission . . . • Email aids the buying process.• Email drives repeat usage.• Email keeps customers connected to your company.
Business Getting Business Keeping
Email: The Linchpin of Customer Engagement
Marketing Goal
Marketing Goal
Email UsageEmail Usage
Life CycleStage
Life CycleStage
Attract Engage Convert Serve
• Send Welcome Email; Thank customer for visiting website
• Provide link to Preference Center; Invite customer to identify product needs and interests
• Provide Information to aid purchase decision
• Send invitations to webinars and live events
• Invite product demonstration or trial
• Promote related products/services
• Provide links to endorsements and videos from satisfied customers
• Reinforce the value they will receive from becoming a customer
• Send purchase transaction confirmation
• Thank customer for purchase
• Invite feedback and reviews
• Send product news and service updates
• Send triggered alerts
Reward
• Invite customer to join discussion group on website
• Provide links to product-related resources on website
• Provide incentive to renew or repurchase
• Send purchase-triggered cross-sell offer
Product Awareness
Product Evaluation
Product Purchase
ProductUsage
Repurchase/Renewal
BrandLoyalty
Renew
• Ask for referral to friend or colleague
• Invite customer to contribute to blog
• Reward customer for loyalty.
The Customer Life Cycle
Email Delivers Relevant Information and Offers
75% of social media users say email is the best way for companies to
communicate with them.
MarketingSherpa, 2010
How Businesses Use Email to Drive Sales
LaROSA’S PIZZERIA DRIVES TRAFFIC
WITH “DAILY DEAL” SPECIALS
HUBERT WHITE USES EMAIL TO STAY
CONNECTED WITH CUSTOMERS
WINDSOR JEWELRY USES EMAIL TO STAY TOP-OF-MIND WITH
CUSTOMERS
DREAMFIELD’S USES EMAIL TO FUEL WORD OF
MOUTH MARKETING
Mike’s CarwashAn Email Marketing
Success Story
Coordinates marketing programs for all 37 Mike’s Carwash locations
Responsible for Mike’s email programs
Quarterback of Mike’s successful Groupon campaign
Susan KnightMarketing CoordinatorMike’s Carwash
WELCOME TO MIKE’S EXPRESS CARWASH Founded 1948 in Fort Wayne, IN and
headquartered in Indianapolis
37 locations in Indiana and Ohio; Breaking ground for the 38th location in March
Mike’s Carwash is the 4th largest carwash chain in the country and employs 600 people
Mike’s uses the most technologically advanced, state-of-the-art equipment available -- 65% of which is manufactured by Mike’s
Family-owned for more than 60 years
2009 “TALK TO MIKE’S” CAMPAIGN
NETTED 38,000 EMAIL
SUBSCRIBERS
MIKE’S USES EMAIL TO REWARD CUSTOMER
LOYALTY AND INCREASE FREQUENCY
MIKE’S USES EMAIL TO
DRIVE ONLINE SALES
2009 Christmas Holiday Email Online Sales
Promotion
150%Increase in
Online Sales Using Email!
Great tactic for attracting new customers.
Excellent way to add new email subscribers
Why Groupon?
+
+
KKBWSTD
62% of consumers who
redeemed Groupons at MikesCarwash.com have become Mike’s Carwash email subscribers!
What can you Learn about Email Marketing from Mike’s Carwash?
When you invite someone to subscribe to your email program, say “Thank You” with a discount coupon.
Send email that is of value to the customer such as special promotions, discount pricing, and exclusive access to sales.
Send email that rewards customers for their loyalty. (It fuels word-of-mouth!)
Use email to drive online sales. Mike’s eStore is always open and not weather-dependent.
Look for other opportunities to build subscriber base, such as Groupon
5 Tips for Effective Email Marketing
1. Design your websites(s) to engage visitors. Provide multiple opportunities on site to subscribe to email.
2. Use Search and Social Media to attract prospective email subscribers to your website.
3. Send a Welcome Email to each new subscriber. Thank them for subscribing. (Optional: Invite new subscribers to download coupon for purchase.)
4. Create a Subscriber Preference Center. Use it to identify customer needs and interests.
5. Serve subscribers! Deliver information, offers and invitations that are timely and relevant.
5 Tips for Effective Email Marketing
Resources to Help You Get Started.
Whether you’re a savvy designer, a marketer, or an executive, our new Design Toolkit has everything you need to improve your interactive design. In this three-part kit, we’ll help you master three important facets of interactive design:1. Design Philosophy. Seven Design Principles
That Will Drive Customer Engagement2. Taking Design Beyond Email. 5 Easy Ways to
Improve Conversions Across All Interactive Channels
3. Designing for Today. Eight Tips on Designing for Outlook 2007 and 2010
Go to the RESOURCES section of www.exacttarget.com or https://3sixty.exacttarget.com
ExactTarget’s New Design Toolkit
ExactTarget’s New Digital Marketing Resource Guide
• Websites and Blogs• eNewsletters• Books and Whitepapers• Industry Organizations / Associations• Conferences
Stay Current!!
Thank You!Joel BookExactTarget, Inc.
[email protected] EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook
