Shanteria Hines1

Company Overview……………………………………………………………………..………………………………………………………….….Page 1

Business Needs…………………………………………………………………………………………..…………………………………………......Page 2

Segmentation…………………….………………………………………………………………………..……………………………………………..Page 4

MailChimp……………………………………………………………………….………………………………………………….…....Page 4

Constant Contact………………………………………………………………………………………………………………..….....Page 5

Reporting …………………….………………………………………………………………………..…………………………………………………...Page 6

MailChimp…………………………………………………………………………………………………………………..……………..Page 6

Constant Contact………………………………………………………………………………………………………………………..Page 7

Customer Support…………………………………………………………………………………………………………………………………….….Page 8

MailChimp…………………………………………………………………………….…………………………………………….……..Page 8

Constant Contact……………………………………………………………………………………….………………………….…...Page 9

Templates & interface……………………………………………………………………………………………………………………………….....Page 10

MailChimp…………………………………………………………………………………………………………………………………..Page 10

Constant Contact………………………………………………………………………………………………………………………...Page 11

Additional features………………………………………………………………………………….…………………………………………………….Page 12

Pricing…………………………………………………………………………………………………………………………………………………………...Page 13

Conclusion & Recommendation………………………………………………………………………………………….…………………..…….Page 14

Table of Contents

Company Overview

Alan’s is one of Atlanta’s best Deli/Bakery/Confectionary stores serving the Metro Atlanta Area with 10 locations. Conveniently located near large office buildings in downtown as well as the northern suburbs, Alan’s has became a point of interest where may people frequent for upscale yet informal dining for breakfast and lunch.

With such amazing food, Alan’s not only does retail, but offers a great deal of catering for offices through breakfast items, boxed lunches, or even staffing a chef to prepare hot food on site. Alan’s provides bakery/confectionary such as wedding cakes, holidays, birthday parties, or other special occasions. Brides love going to Alan’s for their special day because they know Alan’s has a strong reputation for quality, reliability, and a friendly staff. 1

As a fast a growing company, Alan’s would like to gain loyal customers and repeat business. In order to achieve this goal, Alan’s would like to start a marketing campaign with email reminders and coupons. With this goal in mind, Alan’s will need an email service that allows them to:

• Share menu specials of the day / place order online

• Remind customers about catering options for 10+ people

• Send special emails targeting brides with offers for wine/cake tasting parties

• Invite VIPs to “best customer events”

• Offers to cater office Christmas parties, summer picnics, etc. 2

Alan’s will need the ability to :

• send out weekly emails twice a week to the lunch crowd (200k).

• Segment brides based on wedding month and send out 12 emails per campaign.

• Send special emails to people who have purchased specialty cakes or desserts before reminding them that the anniversary of their special day is coming and Alan’s is ready to help them celebrate.

Currently, Alan’s has an email database of 200k names that are separated by location. A mailing list of local bride’s email addresses is also purchased each year at the Great Bridal Expo.

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Via MailChimp, a business can use segmentation to break customers into groups for better marketing. With this feature, companies can segment customers into groups based on geographical radius, loyal customers, date, and purchase history.

Segmentation with MailChimp

With the use of MailChimp, businesses can also use the auto-updating feature to update a segment based on specific criteria.

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When using Constant Contact, businesses can use segmentation to create targeted list based on categories like gender, membership type, geographic location, preferences, purchasing history, etc. Constant Contact allows a business to segment their customers by using contact details, survey responses, email reports, and tags.

Segmentation with Constant Contact

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With the use of MailChimp, a business can get reports to track their performance. These reports can be created based on trends, location, subscriber activity, revenue, bounces, unsubscribes, and VIPs.

Reporting with MailChimp

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Via Constant Contact, businesses are able to track their performances through a variety of reports. Reports such as the engagement report, revenue report, contact growth report, and mobile open rate allow businesses to see how campaigns sent via Constant Contact is growing their business.

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Reporting with Constant Contact

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Customer Support With MailChimp, customer support can be contacted online by email and chats. Looking at MailChimp.com, a business is able to select from a list of categories such as technical support, account access, billing, and business partnerships. These groups are then broken into sub groups so that the customer can be directed to the best person to assist with the issue.

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Customer Support With Constant Contact, customer support can be contacted online and by phone. Looking at ConstantContact.com, a business is able to view pages that provide customer support numbers, online chat, email, tweet, frequently asked questions, and video tutorials.

MailChimp offers many easy predesigned templates that can be used so a business can easily start an email campaign. If you prefer to design your own email template, you also have the freedom to do so. A multi user function is even available so that more than one use can add input to a design.

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Templates & Interface

Constant Contact provides easy to use email templates. With their drag and drop feature, practically anyone can create a campaign. If a business prefers to create their own template, Constant Contact allows their customers to customize templates with their own brands.

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Templates & Interface

Additional Features

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$$ Pricing $$13

150,001-200,000 email addresses is $895 a month.185,001--200,000 email addresses is $875 a month.

Conclusion & Recommendation

After careful consideration, Alan’s should choose MailChimp as their email marketing provider. Not only is MailChimp offered at a lower monthly rate of $875 compared to Constant Contacts monthly rate of $895, it has all the features necessary for Alan’s to achieve their goal of a successful email campaign. With the use of it’s segmentation techniques, Alan’s will be able to send out personalized emails to a multitude of segments as well as have these segments updated as more customers join. MailChimpwill also provide Alan’s with reports on the company’s growth and progress as well as display trends in easy to understand graphs and reports. The site’s predesigned templates and the ability to code your own template will also allow Alan’s to create fun, yet upscale emails that matches their clientele. Overall, MailChimp will provide Alan’s with everything the business needs to launch a success email campaign.

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Shanteria Hines

MARK 4650

Digital Marketing Analytics

Class TR 11AM

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