CPS Email Marketing Campaign(3 months free offer)

Marketing campaign effectivenessReport by Samuel Chatelain

CPS Campaign in brief

Marcom objectives• Desired outcome:

– Generate a number of leads as web actions/inbound calls

– Sign-up to CPS• Target audience:

– Prospect acquisition– Customer cross-sell

• Calls to action– Request a quote (quote page)– New to cards (landing page 1)– Switching (landing page 2)– DDI and 0800 xxx xxxx

• Time period:– Running from 17th January to 26th

March 2014

Target and estimated cost• Estimated cost:

– Initial plan (3 email launches within a month)• £484.30 for the whole campaign• 167,000 emails at £0.0029 each

– Revised plan (6 email launches across 3 months)• £2,021.79 for the whole campaign• 697,168 emails at £0.0029 each

• Actual costs– £2,336.16 for the whole campaign– 805,571 emails at £0.0029 each

• Target sales:– 1,675 leads to be generated– 1% conversion-to-leads rate (av. 0.8%-1.3% in

previous campaign)• Offers:

– No terminal rental for 3 months– Terminals from £14/month– Ends 15th March 2014

Samuel Chatelain

Data Selections for Prospects

Email Opened

Email Not Opened

Mobile No Mobile Mobile No Mobile

Follow-up for CPS Priority 11 email

Priority 40 email

Follow-up for Telco Priority 211 emails

Priority 560 emails

No Follow-up Priority 323,140 emails

Priority 6 19,583 emails

Priority 7192,499 emails

Data Selections for customers Email Opened

Not Opened

Green with Telco AND has a follow-up for CPS Priority 198 emails

Priority 477 emails

Green with Telco AND has a follow-up for Telco Priority 2101 emails

Priority 5170 emails

Green with Telco AND has not a follow-up Priority 315,385 emails

Priority 640,674 emails

Data Requirements

Outcome ReasonsNew customer Sales madeExisting customer Existing Customer

Non-intender

Better offerComplication of switchingContract lengthLead-time too longStaying SP Cancellation FeeUpfront payment

Other Incorrect contact detailsWrong information

Data Profiling

Samuel Chatelain

EmailsCall to actions

Call 0800 xxx xxxx

New to cardsLooking to switch

Get a quote

Landing page 1New to cards

DDI| Home | Solutions | Support | About XLN | Accessories | |Get a quote | Chat online|

> Get a quote> Call me back

> Chat online

Start my order [Counter top] Start my order [Portable] Watch videoImage [Counter top] Image [Portable] > Image [video]

Start my order [Mobile] Image [£14 terminal]Image [Mobile] http://www.cardprocessingsolutions.co.uk/solutions/overview.aspx

Get a quote form Call for a direct quoteDDI

Fname: _______________ ImageLname: _______________Bname: _______________Tel: __________________Post: _________________Eprov: ________________> Get my quote

Thank youAn XLN card processing specialist will be in contact soon to help you save

Landing page 2Looking to switch

DDI| Home | Solutions | Support | About XLN | Accessories | |Get a quote | Chat online|

> Get a quote> Call me back

> Chat online

Start my order [Counter top] Start my order [Portable] Watch videoImage [Counter top] Image [Portable] > Image [video]

Start my order [Mobile] Image [£14 terminal]Image [Mobile] http://www.cardprocessingsolutions.co.uk/solutions/overview.aspx

Step 1

Step 2

Step 3

Email and Landing page Interactivity

Samuel Chatelain

Landing page – switchers Landing page – New To Cards

Samuel Chatelain

Email page to Prospects

0800 xxx xxxx

Get a quote

Landing page NTC

DDI

Start my order

Landing page Switch

Email Page to Customers

0800 xxx xxxx

Get a quote

On-page call to action

Get a quoteCall me backChat online

DDI

Start my order

On-page call to action

Get a quoteCall me backChat online

CPS Tracking: Prospect & Excising Customer

CPS Email E Destination: 02077935326

Free No: 08082561870

Marketing source: CPS-Email-Page-Customer

CPS Email P Dec: 02077935306

Free No: 08082745830

Marketing Source: CPS-Email-Page-Prospect

Code: &affl=CPSEP&CPS-Email-P

Code: &affl=CPSEE&CPS-Email-EDestination: 2077935231

Destination: 2077935230

http://www.cardprocessingsolutions.co.uk/get-a-quote.aspx?utm_source=Prospect&utm_medium=Email&utm_campaign=140115-CPS-P-3monthsFree&affl=CPSEP&CPS-Email-P

http://www.cardprocessingsolutions.co.uk/get-a-quote.aspx?utm_source=Customer&utm_medium=Email&utm_campaign=140115-CPS-P-3monthsFree&affl=CPSEE&CPS-Email-E

http://www.cardprocessingsolutions.co.uk/3-months-free-new-to-card.aspx?utm_source=Prospect&utm_medium=Email&utm_campaign=140115-CPS-P-3monthsFree&affl=CPSEP&CPS-Email-P

http://www.cardprocessingsolutions.co.uk/3-months-free-new-to-card.aspx?utm_source=Customer&utm_medium=Email&utm_campaign=140115-CPS-P-3monthsFree&affl=CPSEE&CPS-Email-E

http://www.cardprocessingsolutions.co.uk/3-months-free-switching.aspx?utm_source=Customer&utm_medium=Email&utm_campaign=140115-CPS-P-3monthsFree&affl=CPSEE&CPS-Email-E

http://www.cardprocessingsolutions.co.uk/3-months-free-switching.aspx?utm_source=Prospect&utm_medium=Email&utm_campaign=140115-CPS-P-3monthsFree&affl=CPSEP&CPS-Email-P

Google analytics

Google analytics

Samuel Chatelain

Email 1a to customersWith XLN pay no terminal charges for the first 3 months for x

You’ve trusted XLN with other products than CPS, sign up to CPS. • Avoid unnecessary charges• Range of flexible CPS• Guaranteed cost savings• Provide customers with CPS

Email 1b to prospectsWith XLN pay no terminal charges for the first 3 months for x

Tired of hidden bank fees and charges that add up?

• Cost savings• Range of flexible CPS• Easy-to-follow CPS• Business owner in mind• Provide customers with CPS

Email 2 to email openers and/or CTR Save up to 30% with XLN Card Processing Solutions for x

Tired of increasing business costs?

• XLN perfect choice because its partnerships

• Understand small businesses• Lowest price with the best service• Tailored CPS + Hassle-free set-up

Email 3 to email openers and/or CTRWith XLN CPS receive £35 in credit – limited offer for x

Don’t let high monthly bills eat away at your earnings

• Cost savings + Low costs• Join 130,000 SMEs• Business owner in mind• Provide customers with CPS

Email 2 to email non-openersSave up to 30% with XLN Card Processing Solutions for x

Tired of increasing business costs?

• XLN perfect choice because its partnerships

• Understand small businesses• Lowest price with the best service• Tailored CPS + Hassle-free set-up

Email 3 to email non-openersWith XLN CPS receive £35 in credit – limited offer for x

Don’t let high monthly bills eat away at your earnings

• Cost savings + Low costs• Join 130,000 SMEs• Business owner in mind• Provide customers with CPS

17th January 2014

24th January 2014

31st January 2014

3rd February 2014

24th February 2014

Email 3 to email openers and/or CTRWith XLN CPS receive £35 in credit – limited offer for x

Don’t let high monthly bills eat away at your earnings

• Cost savings + Low costs• Join 130,000 SMEs• Business owner in mind• Provide customers with CPS

10th February 2014

Timing: Schedule of email launch dates

@1

@2

@3

Email 4 to email openersXLN | Limited offer extended to 31st March 2014Offer extended to 31/03/14

• Only few working days left• Lower transaction costs• No hidden bank fees• New! 24-36 month rental period

11th March 2014

@4

11th March 2014

Email 4 to email openersXLN | Limited offer extended to 31st March 2014Offer extended to 31/03/14

• Only few working days left• Lower transaction costs• No hidden bank fees• New! 24-36 month rental period

11th March 2014Email 4 to email openersXLN | Limited offer extended to 31st March 2014Offer extended to 31/03/14

• Only few working days left• Lower transaction costs• No hidden bank fees• New! 24-36 month rental period

Samuel Chatelain

Email assets for customers Email assets for prospects Email 1 and 4 Email 2 Email 3 Email 1 and 4 Email 2 Email 3

Samuel Chatelain

Email marketing campaign effectiveness to Prospects

Emails (E) E1 E1E2 E1E2E3 E2 E2E3 E3 E4Audience Non opener Opener Opener Non opener Opener Non opener Opener

Delivery date from: 17 Jan 29 Jan 7 Feb 3 Feb 10 Feb 24 Feb 11 Mar

Delivery date to: 5 Feb 17 Feb 26 Feb 20 Feb 27 Feb 13 Mar 26 Mar

Sent 202,758 26,389 25,953 162,075 5,986 159,965 28,661

Cost £588.00 £76.53 £75.26 £470.02 £17.36 £463.90 £83.12Bounces 11,024 122 45 773 16 834 188

Delivered 191,734 26,267 25,908 161,332 5,970 159,131 28,485Delivery rate 94.25% 99.54% 99.83% 99.54% 99.73% 99.48% 99.38%Unsubscribes 2,541 434 256 919 78 693 279Unsubscribe rate 1.33% 1.65% 0.99% 0.57% 1.31% 0.44% 0.98%Opens 32,439 13,645 9,918 6,593 2,107 5,428 10,622

Unique Opens 25,716 11,223 8,327 5,695 1,847 4,644 8,881

CTOR 13.41% 42.73% 32.14% 3.53% 30.94% 2.92% 31.18%Unique Clicks 658 207 150 139 20 94 122

CTR 0.34% 0.79% 0.58% 0.09% 0.34% 0.06% 0.43%Cost per CTOR £0.0229 £0.0068 £0.0093 £0.0825 £0.0078 £0.0999 £0.0094

Cost per CTR £0.8936 £0.3697 £0.4880 £3.3814 £0.8680 £4.9351 £0.6813

Samuel Chatelain

Email marketing campaign effectiveness to Existing Customers

Emails (E) E1 E1E2 E1E2E3 E2 E2E3 E3 E4Audience Non

opener Opener Opener Non opener Opener Non

opener OpenerDelivery Dates

21 Jan 31 Jan 11 Feb 5 Feb 12 Feb 26 Feb 13 Mar

23 Jan 4 Feb 13 Feb 7 Feb 14 Feb 28 Feb 17 Mar

28 Jan x 2 7 Feb 18 Feb 12 Feb 19 Feb 5 Mar 20 MarSent 62,933 14,771 15,037 34,823 2,369 44,746 19,105

Cost £182.51 £42.84 £43.61 £100.99 £6.87 £129.76 £55.40Bounces 1,853 53 6595 1,055 8 1,580 95

Delivered 61,080 14,718 14,942 33,768 2,361 43,166 19,010Delivery rate 96.97% 99.64% 99.36% 96.88% 99.66% 96.34% 99.50%Unsubscribes 49 24 29 23 6 28 61

Unsubscribe rate 0.08% 0.16% 0.19% 0.07% 0.25% 0.06% 0.32%

Opens 20,207 8,139 7,586 2,478 1,239 4,173 11,757

Unique Opens 15,186 6,141 5,960 1,969 955 3,241 9,072

CTOR 24.86% 41.72% 39.89% 5.83% 40.45% 7.51% 47.72%Unique Clicks 640 212 194 115 33 184 314

CTR 1.05% 1.44% 1.30% 0.34% 1.40% 0.43% 1.65%Cost per CTOR £0.0120 £0.0072 £0.0074 £0.0513 £0.0074 £0.0400 £0.0061

Cost per CTR £0.2852 £0.2214 £0.2248 £0.8781 £0.1971 £0.7052 £0.1764

Samuel Chatelain

Marketing campaign effectivenessLanding Page New to Cards

From 17th to 31st January 2014Visits 295Average time spend on site 00:01:35Pages/Visit 2.09Get a Quote Visited 56% of Visits to Click a Quotes 18.98%

From 1st to 14th February 2014Visits 1,097Average time spend on site 00:01:30Pages/Visit 1.74Get a Quote Visited 415% of Visits to Click a Quotes 37.83%

From 15th to 28th February 2014Visits 519Average time spend on site 00:01:25Pages/Visit 1.73Get a Quote Visited 261% of Visits to Click a Quotes 50.28%

From 1st to 13th March 2014Visits 414Average time spend on site 00:01:32Pages/Visit 1.76Get a Quote Visited 221% of Visits to Click a Quotes 53.38%

From 14th to 25th March 2014Visits 349Average time spend on site 00:01:50Pages/Visit 1.72Get a Quote Visited 196% of Visits to Click a Quotes 56.16%

Samuel Chatelain

Marketing campaign effectivenessLanding Page Switching

From 17th to 31st January 2014Visits 113Average time spend on site 00:01:00Pages/Visit 1.66Get a Quote Visited 10% Visits to Click a Quotes 8.85%

From 1st to 14th February 2014Visits 64Average time spend on site 00:01:56Pages/Visit 2.19Get a Quote Visited 45% of Visits to Click a Quotes 70.31%

From 15th to 28th February 2014Visits 10Average time spend on site 00:02:34Pages/Visit 2.20Get a Quote Visited 8% of Visits to Click a Quotes 80.00%

From 1st to 13th March 2014Visits 4Average time spend on site 00:07:48Pages/Visit 1.25Get a Quote Visited 3% of Visits to Click a Quotes 75.00%

From 14th to 25th March 2014Visits 0Average time spend on site 0Pages/Visit 0Get a Quote Visited 0% of Visits to Click a Quotes 0

Samuel Chatelain

Marketing campaign effectivenessLanding Page Get a Quote

From 17th to 31st January 2014Visits 473Average time spend on page 00:01:33Pages/Visit 2.05Get a Quote Completed 6% Visits to Leads 1.26%

From 1st to 14th February 2014Visits 598Average time spend on site 00:01:11Pages/Visit 1.74Get a Quote Completed 6% of Visits to Leads 1.00%

From 15th to 28th February 2014Visits 269Average time spend on site 00:01:08Pages/Visit 1.73Get a Quote Completed 2% of Visits to Leads 0.74%

From 1st to 13th March 2014Visits 171Average time spend on site 00:01:10Pages/Visit 1.71Get a Quote Completed 0% of Visits to Leads 0%

From 14th to 25th March 2014Visits 159Average time spend on site 00:01:20Pages/Visit 1.60Get a Quote Completed 0% of Visits to Leads 0%

Samuel Chatelain

Sales Performance Metrics for Email/Online Sales Qualified Leads (SQL)

Sales Qualified Leads (SQL) % Number %Total SQL 100% 1,007Win opportunity (Sales made) 26.61% 268Delayed opportunity (Pending SQL) 29.00% 292

Call back 16.29% 164 56.2%Unreacheable 11.32% 114 39.0%

CED Unverified/ >5 months in future 1.39% 14 4.8%Lost opportunity (Disqualified SQL) 44.39% 447

Not interested/Required 13.21% 133 29.8%Just want info 10.63% 107 23.9%

Better offer 6.06% 61 13.6%Contract length 3.87% 39 8.7%

Auto Close 3.57% 36 8.1%Duplicate contract 3.57% 36 8.1%

Loyalty to current provider 1.09% 11 2.5%Incorrect contact details 0.79% 8 2.7%

Bad Debt 0.60% 6 1.3%Lead time too long 0.50% 5 1.1%

Bad Experience 0.30% 3 0.7%Existing Customer 0.10% 1 0.2%

Staying SP cancellation fee 0.10% 1 0.2%

Win to Loss Ratio: 1:1.7 Qualify sales objection handlingRate of Follow-up Contact: 29% Qualify sales follow-up activities

Effect of CPS Email Campaign on overall Web Traffic

Visits almost doubled over the period of the CPS email campaign – a 90% improvement vs the previous period.

The graph below shows the direct impact emails had on visits to the CPS site.

Organic Search also showed a huge improvement over the course of the campaign, up 189%. These additional searches would have been driven by the CPS email campaigns.

Overall, the total visits for the period is 12,293 vs 6,445 on the previous period.

Samuel Chatelain

Leads and sales generated daily

17-Jan18-Ja

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n0

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VisitsCallsWeb ActionsChatsTotal LeadsPack OutPack Back

ActualsTarget

Total Prospects CustomersSent 342,385 260,899 81,486Cost £993 £757 £236Bounces 13,652 11,454 2,198Delivered 328,763 249,475 79,288Delivery rate 96.02% 95.62% 97.30% 85.00%Unsubscribes 3,049 2,975 74Unsubscribe rate 0.93% 1.19% 0.09%Opens 65,670 39,471 26,199Unique Opens 51,363 31,575 19,788CTOR 15.62% 12.66% 24.96% 10.00%Unique Clicks 1,591 778 813CTR 0.48% 0.31% 1.03% 0.30%Sales Leads 323 128 195CPL £3.07 5.91 1.21CTR-Leads rate 15.21% 16.45% 23.98% 5.00%Pack out after email 14 4 10Lead-Pack out rate 4.33% 3.12% 5.13% 1.00%Pack out after email and further research 48 8 40

Lead to pack out rate 14.86% 6.25% 20.51% 1.00%

Interim Results 27th Jan to 10th Feb 2014

Samuel Chatelain

Weekly leads, CPL and gross sign-up (17th Jan – 26th Mar)Cost Marketing Qualified leads (MQL) Sales Qualified leads (SQL) Sales

Date Costs Email delivered CTOR CTR Visits

Cost per CTR

Calls Web Actions Chats

Total Sales Leads

Cost per Sales lead

Pack Out

Pack Back

Cost per pack out

Lead-to-pack out

conversion17-24

Jan £316.25 104,209 17,628 600 465 £0.53 76 7 2 85 £3.76 2 0 £158.13 2.38%

25-31 Jan £326.94 107,748 21,360 641 592 £0.27 120 31 6 157 £2.08 4 0 £81.74 2.55%

1-7 Feb £422.32 141,448 17,116 491 525 £0.86 93 60 8 161 £2.62 6 0 £70.39 3.73%

8-14 Feb £237.21 81,223 12,236 325 333 £0.73 66 54 11 131 £1.81 7 0 £33.89 5.34%

15-21 Feb £228.08 78,854 8,862 208 236 £1.09 37 34 11 82 £2.78 6 8 £38.02 7.32%

22-28 Feb £211.56 71,595 5,863 162 243 £1.31 76 14 1 91 £2.32 2 2 £105.78

2.20%1-7 Mar £198.35 67,784 2,875 117 208 £1.70 71 35 0 106 £1.87 5 5 £39.67

4.72%8-14 Mar £224.03 76,826 9,605 253 251 £0.89 42 34 0 76 £2.95 4 1 £56.01

5.26%15-21 Mar £55.58 19,058 7,087 176 194 £0.32 44 16 0 60 £0.93 2 6 £27.79

3.33%22-28 Mar £26.63 9,120 2,869 32 50 £0.83 17 4 0 21 £1.27 2 1 £13.32 9.52%

Total £2,246.94 757,365 105,501 3,005 3,097 £0.75 642 289 39 969 £2.32 40 23 £56.17 4.13%

100% 13.93% 0.40% 0.41% 66.25% 29.82% 4.02% 100% 100% 57.50%

Samuel Chatelain

CPS Email Marketing Campaign Final results (17th January to 30th April 2014)

17-24 Jan

25-31 Jan

1-7 Feb

8-14 Feb

15-21 Feb

22-28 Feb

1-7 Mar

8-14

Mar

15-21

Mar

22-28

Mar

0

100

200

300

400

500

600

700

CTRVisitsCallsWeb ActionsChatsPack OutPack Back

ActualsTarget

Total Prospects CustomersSent 805,571 611,787 193,784Cost £2,336 £1,774 £562Bounces 24,241 13,002 11,239Delivered

787,872 598,827 189,045Delivery rate 97.80% 97.88% 97.55% 85.00%Unsubscribes 5,420 5,200 220Unsubscribe rate 0.69% 0.87% 0.12%Opens 136,331 80,752 55,579Unique Opens 108,857 66,333 42,524CTOR 13.82% 11.08% 22.49% 10.00%Unique Clicks 3,082 1,390 1,692CTR 0.39% 0.23% 0.90% 0.30%Sales Leads 874 226 648CPL £2.67 £7.85 £0.87CTR-to-SQL rate 28.35% 16.27% 38.29% 5.00%Pack out after email 82 8 74Lead-Pack out rate 9.38% 3.54% 11.42% 1.00%Pack out after email and further research 131 33 98

Lead to pack out rate 14.99% 14.60% 15.12% 1.00%CLV (Pack Out*) £57,636.10 £16,663.30 £40,972.80

Av. CLV per pack out* £439.97 £504.95 £418.09

ROMI % (Pack Out*) 2,467%1:24.7

939%1:9.4

7,290%1:72.9

(*) 48 months contract basisSamuel Chatelain

CPS Email Campaign

Live ROMI % and CVP AnalysisCustomer Lifetime Value(48 months contract basis)

Prospects Customers Total Email Campaign Average Customer Lifetime Value per pack

MSC CLV nbr CLV% MSC CLV nbr CLV% MSC CLV nbr CLV% Prospects Customers %var. (P-C)/P

Total Pack Out £ 16,663.30 33 100% £ 40,972.80 98 100% £ 57,636.10 131 100% £ 504.95 £ 418.09 +17.2%

Pack Back (Live) £ 4,724.26 10 28% £ 14,011.20 35 34% £ 18,735.46 45 33% £ 472.43 £ 400.32 +15.3%

Pending Pack £ 3,168.00 6 19% £ 9,536.16 23 23% £ 12,704.16 29 22% £ 528.00 £ 414.62 +21.5%

Gateway Approved £ 1,681.44 3 10% £ 4,581.60 11 11% £ 6,263.04 14 11% £ 560.48 £ 416.51 +27.3%

Pending Provisioning £ 1,486.56 3 9% £ 3,220.80 8 8% £ 4,707.36 11 8% £ 495.52 £ 402.60 +16.6%

Gateway Rejected 0 0% £ 1,182.24 2 3% £ 1,182.24 2 2% £ 591.12

Gateway Outstanding 0 0% £ 348.00 1 1% £ 348.00 1 1% £ 348.00

In Provisioning 0 0% £ 203.52 1 0% £ 203.52 1 0% £ 203.52

Dead pre-live (Cancellation) £ 8,771.04 17 53% £ 17,425.44 40 43% £ 26,196.48 57 45% £ 515.94 £ 435.64 +15.2%

Prospects Customers TotalCLV Live £4,724.26 £14,011.20 £18,735.46

Email Cost £1,774 £562 £2,336

Live ROMI %(CLV Live/Email Cost x 100)

266%1:2.7

2,493%1:24.9

802%1:8

Samuel Chatelain