Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling...

Why Use Email Marketing?

Reasons for Email Marketing

• Increases lead generation and cross selling

• Increases lifetime customer value

• Opens a two-way dialogue with clients & prospects

• Provides instant, measureable results

Today’s Agenda

• What is email marketing?

• How you can profit with email marketing

• Ways to use email marketing

What is Email Marketing?

• Professional email communication

• Sent to an interested audience

• Contains information they find valuable

What Email Marketing is Not

• Not spam or junk email

• Not email to people have not agreed to be contacted

• Not excessive or uninteresting content

Why Email?

• 91% of Internet users between the ages of 18 and 64 send or read email

• An even higher number of users ages 65 or older do the same

• 147 million people across the country use email, most use it every day.

-eMarketer

Email Marketing Helps You...

• Acquire New Customers

• Convert Existing Leads Into Customers

• Keep Customers Coming Back

Acquiring New Customers

• On average, it takes 7 touches for a sale to occur.

– Some buy right away

– Others research and try

– Some show interest but don’t trust you

• No matter where customers are, relevant email will help move them further.

Convert Existing Leads

• Without regular interaction leads will quickly lose interest

• Email lets you build trust and keep top of mind awareness

• Allows you to become an authority in your niche

Keep Customers Coming Back

The Value of a Customer:

• You’ve already paid for them

• It’s 6-7 times more expensive to gain a customer than to retain a customer

-Harvard Business Review

Keep Customers (Cont.)

• They spend more:– Repeat customers spend 67 percent more

• They are your referral engine:– After 10 purchases, a customer has already

referred up to 7 people-Bain and Company, 2002

Keep Customers (Cont.)

• Regularly emailing past customers builds loyalty

• Customers remember your company better

• Special offers keep them interested

Use Email Marketing For...

• Promotions

• Newsletters

• Company Announcements

• Saying Thanks to Customers

Promotions

Benefits

• Increase Sales

• Increase Appointments

• Increase Traffic

• Move excess inventory

• Promote brand

• Clear space for new stock

Common Types

• Sales

• Price/Item

• Time sensitive

• Seasonal

• Preferred Customer

• Product

Newsletters

Benefits

• Build Relationships

• Position as valuable resource

• Obtain/Retain mind share

• Educate and Inform

• Generate referrals

Common Topics

• Topics of interest

• Relevant news & events

• Case studies

• Useful product or service info

• Hints and tips

Company Announcements

Benefits

• Generate Leads

• Show momentum

• Attract new partnerships

• Get publicity

• Build or enhance relationships

Common Topics

• Significant events

• Hiring of new personnel

• Adding a product, line or service

• Acquisitions

• New locations

Say Thanks to Customers

Benefits

• Build relationships

• Retain mind share

• Educate and inform

• Show sincere appreciation

Common Topics

• Holiday greetings

• Company anniversary

• Special campaign or event

• Special Company accomplishment

Your Emails Can Go To...

• Customers

• Prospects

• Professional organizations

• Vendors

• Investors and bankers

• Media

• Civic and government leaders

• Employees and family

Email Marketing Advantages

• Email marketing is inexpensive

• Offers immediate results

• Easy to measure and optimize

• Requires no advanced training to start

Instant Feedback

• Analytics let you know instantly how people responded to your campaign.

• You get a better feel for customer interests and preferences

• Helps you to fine tune your entire marketing campaign

Direct Mail Vs. Email

• For the same response, direct mail costs 20 TIMES as much as email

-Forrester Research, Inc.

• Email ROI is the highest when compared to other internet marketing mediums

-Direct Marketing Association

What Are Email Service Providers?

• Email Service Providers:

– Platform for creating and managing email marketing campaigns

– Contain templates and formatting software for easy email creation

– Manage email lists, sign-ups, analytics, etc.

Why Use Email Service Providers?

• Approved bulk mailers increase deliverability

• Require no technical skill or support staff

• Handle formatting to create professional emails

• Provide list hosting and management

What’s Next?

• Research email service providershttps://www.senderscore.org/

• Create a plan of action

• Develop your email list

• Design quality branded content

What’s Next (Cont.)

• Send regular email communications

• Analyze and measure your results

• Consider professional email marketing help

Questions?

I’m pleased to answer any questions you have about revving up your online sales with email

marketing.

About Brian Offenberger

Hundreds of millions of dollars in sales and profits, with complete P/L responsibilities ranging from single units doing $4 million in sales to multiple units with combined sales of nearly $500 million.

How to Reach Us

• Toll Free: (877) 563-8054• Fax: (602) 412-3663• Local: (602) 412-3426

• Website: www.aftermarketerclub.com

• Email: brian@aftermarketerclub.com

• Address: 5530 East Beck Lane,

Scottsdale, AZ. 85254