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EMAIL SERVICE RECOMMENDATION
Jessica Billson MARK 4650
OVERVIEW
Alan’s is a popular deli, bakery, and confectionery with 10
locations in the Metro Atlanta area. We have shops located near
large office buildings in Downtown and within the affluent
northern suburbs. Every day people frequent our locations to
enjoy fresh, locally sourced, beautiful breakfast and/or lunch items
in our upscale, yet informal, dining experience.
ABOUT ALAN’S
✮Alan’s is considered one of the best bakery's and or confectionary's in Atlanta.
✮ We are known for our wedding cakes, birthday, holiday, and special occasion desserts.
✮We also do a great deal of catering for offices. Whether it be a breakfast meeting of
bagels and coffee, boxed lunches, or staffing a chef to prepare hot foods on site, we are
ready to serve.
✮Most importantly, we are known for our strong reputation for quality,
reliability, and our friendly staff.
BUSINESS OBJECTIVE
We, Alan’s, have decided that the best way to
encourage repeat business is to create an email
program where we can stay in touch with our
customers. The ways we intend on using this
email program are as followed:
✮ Menu specials of the day and a place to
order online.
✮ Reminder about catering options for 10+
people.
✮ Send special emails targeting brides with
offers for wine and cake tasting parties.
✮ Invite VIPs to the “best customer events.”
✮ Send offers to cater office Christmas parties,
summer picnics, etc.
WH
AT
WE
NEE
D
✮An easy-to-use interface with templates that show our brand in the best,
most professional light.
✮ A robust analytics package that will allow us to have insights into the
effectiveness of our marketing efforts.
✮The ability to segment brides based on wedding month and send about 12
emails per campaign.
✮The ability to send a special email each month to people who have
purchased specialty cakes or desserts before reminding them that the
anniversary of their special day is coming and that Alan’s is ready to help
them celebrate.
We estimate that we will send emails out twice weekly to the lunch crowed (200k).
Target Audience
Tessa VanWhite
Mark Thompson
Leo Williamson
TARGET AUDIENCE BREAKDOWN
Tessa VanWhite
Leo Williamson
Mark Thompson
Tessa is the Maid of Honor in her best friends wedding. She is in charge of planning the engagement party and
ceremony. Between having a full time job and planning this wedding, she is up to her ears in stress. She is looking for a reliable, upscale, gourmet bakery and or confectionary. For the engagement party she needs multiple desserts and for the ceremony, she needs a wedding cake. She wants to find a place that can cater to both of her needs and meets
her standards.
Leo is the assistant to the CEO of a sales firm. His CEO has tasked him
with finding a reliable eatery that can provide catered lunch to the office
every Friday. He wants the flexibility of going from boxed lunches one Friday to having hot food prepared on site the next. The office is located within
Metro Atlanta and they want somewhere that is located near their
large office building.
Mark is the father of twin boys named Ashton and Jake. They have their 10th
birthday party coming up and with Marks wife being out of town on a
work trip, he is in charge of the planning. He has never planned their
birthday party before so he is way out of his party planning league. With the party being 2 days away, he realized
that he completely forgot to plan food arrangements. He needs a place near
the northern suburbs that has a friendly staff that can provide lunch,
desserts, and two birthday cakes.
APPROACH
In order to make a recommendation as to what Email
Service Provider we want to use, my supervisor and I
have narrowed down the options to two:
☞Constant Contact
☞MailChimp
Our recommendation will be made based on an analysis
and comparison between both service providers.
Ultimately, the provider that fulfills the needs and wants of
Alan’s marketing desires will be appointed.
SEGMENTATION
Range of options that can be used to segment your list / easy to find and do.
Limited options with segmentation / hard to find and do.
Subscribers can join groups when they sign up. You can segment by those groups when you’re ready to send.
Subscribers can join groups when they sign up. You can segment by those groups when you’re ready to send.
Ability to segment by date added, subscribers, past purchasers, engagement levels, purchase history,
demographic.
Ability to segment by company, city, state, gender, membership type, purchase history, geographic
location.
Auto-updating segment list. No auto-updating segment list.
Pre-built segments that allow you to quickly target members.
No pre-built segments.
FEATURES: MAILCHIMP
Create
• Email Designer• Email Templates • Multi-User
Accounts• Merge Tags• Email Beamer
Manage
• Custom Forms• Segmentation and
Groups• Advanced Segmentation
• Subscriber Profiles
Deliver• Automation• Product
Recommendations• Abandoned Cart• Geolocation• Email Delivery • Predicted Demographics
Analytics
• A/B Testing• Reports
• Multivariate Testing• Comparative
Reports
Mobile
• MailChimp Mobile• MailChimp Snap• MailChimp
Subscribe
Share
• Campaign Archives• Social Profiles• Social Sharing
FEATURES: CONSTANT CONTACT
Creating & Editing
• Email Templates• Email Editing Tools• Image Library &
File Hosting
Sending & Tracking
• Email Tracking• Deliverability
Social & Mobile• Social Media
Marketing • Mobile Apps
Contacts
• List Building Tools• Contacts
PLUS Features
• Autoresponder• Event Marketing• Donations• Surveys• Coupons
Your Account
• Multi-user• Client Manager
• Apps & Integrations• Support &
Resources
PRICE
MailChimp
Constant Contact
$875 per month
+ $199 Pro subscription
$ 895 per month
Pricing is based upon 200k emails per month.
REPORTING: MAILCHIMP
With MailChimp, you have multiple, easy-to-access and read ways
that allow you to track your performance. There are:
✮ Interactive Graphs
✮ The ability to monitor trends
✮ Subscriber activity reports
✮ Revenue Reports
✮ Opens by location
✮ Bounces
✮ Unsubscribes
✮ Industry Comparisons
✮ VIP and printable reports
✮ Email domain performance
✮ Click maps
REPORTING: CONSTANT CONTACT
With Constant Contact, there are a few easy-to-read reports
that track your marketing success in real-time. There are:
✮ Engagement Reports
✮ Compare Campaigns
✮ Click-tracking heat map
✮ Mobile open rate
MAILCHIMP
• Created with simplicity in mind.
• Extremely easy to understand.
• Has a much better and modern design interface.
• High usability / ease of business.
• Lacks the charm and simplicity that MailChimp has.
• More difficult to understand.
• Less modern.
• High usability / ease of business.
CONSTANT CONTACT
INTERFACE
MAILCHIMP
• Self-help articles and email support.
• No phone support information available online.
• Harder to reach.
• Offers phone, email, chat, and twitter support.
• Phone support open M-Thurs: 7am-11pm Friday: 7am-9pm.
• Easier to reach.
CONSTANT CONTACT
CUSTOMER SERVICE / SUPPORT
CUSTOMER REVIEWS
MailChimp Constant Contact
“A very user friendly interface”
”A great start in email marketing”
”Easy to use email marketing tool”
“Simply the best and easiest way to do
email marketing”
“Great for getting started”
“Efficient and effortless”
“Showing constant growth”
“Great way to keep people updated”
“Improved, but not enough”
“Good, but not the best”
Reviews were both pulled from G2 Crowd – First 5 reviews on each company.
FINAL RESULTS
Category: Winner: Reasoning:
Segmentation More options available for segmentation / easier / faster.
Features More features available.
Price Cheaper price on a per month basis.
Reporting More ways of reporting available for use.
Interface More up to date and easy to understand interface, known for being
simple and appealing.
Customer Service / Support Easier to reach and has a faster response rate.
WINNER: MAILCHIMP
Through this analysis, it can be seen that Alan’s marketing needs
are best met with MailChimp. This Email Service Provider has
more opportunities available for easy segmentation and has a
more extensive list of features, compared to Constant Contact.
Although MailChimp is more expensive, you are getting more out
of what you pay for. Hence, the price is worth what they offer.
MailChimp has more than double the amount of reporting
options and its interface trumps Constant Contacts. Despite the
fact that Constant Contact has better customer support,
MailChimp is seen to have better customer reviews. The majority
of users favor MailChimp over Constant Contact. Thus, Alan’s
goals can be met with using MailChimp as his Email Service
Provider.