Successful Email Marketing:Successful Email Marketing:10 Ideas You Can Use10 Ideas You Can Use

1. Capture Data2. Acquire Customers3. Capture Leads4. Convert Leads5. Sell Products6. Up-sell & Cross-sell7. Create Relevancy8. Promote offline event9. Decrease costs10. Promote online event

Flash intro:

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How Should You Measure Success?How Should You Measure Success?

1. Define where you want to do business?

2. Determine how you can collect valuable information.

3. How much is a customer worth to you?

4. Have ROI metrics for everything

5. Some metrics we use…

• Cost per sale• Cost to collect data• Cost per lead generated• Cost per conversion (action)• Cost per repeat purchase• Cost per referral• Overall cost savings• Cost per opt-in• Cost per survey completed

Idea #1: Capture DataIdea #1: Capture Data

MARKETING CHALLENGE•Small existing email list•How and where to collect data•How to make program profitable

RESULTS•Thousands of emails collected monthly (at point-of-purchase)•Grew list by over 500%•List growing at 30% per monthly•Program ROI = 400%

On-Location Collection Cards

Idea #2: Acquire CustomersIdea #2: Acquire Customers

MARKETING CHALLENGE•Acquire customers at a set cost-per-registration•Had tried many online tactics•Limit list rental liability

RESULTS•Tested Email CPA & CPM lists•Selected top performers•Average response = 2 to 4%•Decreased CPA by 20%•Generated thousands of new members

Idea #3: Capture LeadsIdea #3: Capture Leads

MARKETING CHALLENGE•Generate leads within a limited geographic area•Decrease cost per lead (compared to Direct Mail)

RESULTS•Tested multiple lists and offers•Selected top performers•Created email & lead capture page•Lead generation: 2.5% response•Decreased lead generation cost by 30%

Idea #4: Convert LeadsIdea #4: Convert Leads

MARKETING CHALLENGE•Convert telemarketing leads into customers•Prospects fear of purchase over the phone•Personalization (from rep)

RESULTS•Created automated data feed with Email trigger•Tested offers & subject lines•Saved 30% of “dead leads”•Increased sales by 5%•Building opt-in database for future mailings

Idea #5: Sell ProductsIdea #5: Sell Products

MARKETING CHALLENGE•Make campaigns profitable•Track sales from email•Soft sell (upscale)

RESULTS•Offer & subject line testing•“High-end” creative•Average Campaign ROI: 389%

Idea #6: Up-sell & Cross-sellIdea #6: Up-sell & Cross-sell

MARKETING CHALLENGE•Create a baseline for Email Marketing program•Introduce new product line to existing customers

RESULTS•Created & tested Email-only offer•ROI: over 200%•Hundreds of new sales

Idea #7: Create RelevancyIdea #7: Create Relevancy

MARKETING CHALLENGE•Decrease cost-per-lead (candidate)•Create call-to-action•Head-to-head test with direct mail•Generate interest

RESULTS•Dynamic content – custom message•Email outperformed mail•Reduced cost-per-lead by 80%

Idea #8: Promote Offline EventIdea #8: Promote Offline Event

MARKETING CHALLENGE•Increase event attendance•Raise awareness•Generate new leads•Call to action: special offer with Email

RESULTS•Event invite increased attendance•Lead capture form (at event)•Increased prospecting database by over 60%

Idea #9: Decrease Communication CostsIdea #9: Decrease Communication Costs

MARKETING CHALLENGE•Decrease reseller communication costs•Create reseller feedback loop•Provide relevant information•Educate and motivate

RESULTS•Reduced communication costs by 65%•Providing important information: product updates and education•Implemented Poll in Email: gathering important feedback from field reps

Idea #10: Promote Online EventIdea #10: Promote Online Event

MARKETING CHALLENGE•Market to IT decision makers•Use Webcasts to stimulate interest

RESULTS•Email to promote Webcasts•Industry segmentation•Online registration form•600 registrations (this event)

Access360

TakeawaysTakeaways

1. Crawl, walk, run2. Understand that Email Marketing is much more than technology3. Determine what an “action” is worth4. Set ROI metrics5. Test, test, test6. Implement the “winners”7. Be ready for customers to email you back

This presentation is available online at:www.sendpartners.com/tenideas.ppt