Using PromoServe as a marketing tool

Andy Barton FIDMwww.promoserve.co.uk

PromoServe has been developed for emarketing

What is emarketing?

The use of modern technology to deliver a marketing strategy electronically

All the same rules apply to emarketing as traditional marketing it is just about using the technology that is now available to you

Often called digital marketing “not just about email”

Why should your company consider it?

• Not just a tool for multi nationals – helps David compete with Goliath• Do you want to develop your business but have a limited budget?• If you have a computer and a broadband connection – it is free!• Improves the accuracy (hence results) of your marketing • Increases ability to ‘talk’ to customers• Reduces time needed for marketing• Increases your ability to send relevant communications• It is just as effective as direct mail

The Financial Case

Email Marketing Direct Mail

Delivery & Production Cost Each

<£0.05p >£0.40p

Compilation Cost per 1000 (Based on £6 per hour)

<10 minutes= £1.00

>8 hours= £46.00

Response Rate 1% 1%

Cost per 1000 £51.00 £446.00

Cost per response £5.10 £44.60

Response Rates

• Are affected by junk mail or previous communications• Are improved by accurate targeting – hence databases• Some people are ‘blind’ to certain channels of communication –

fax/email test• Will vary dependant on market targeted• Not always a ‘direct’ response• Will vary from 0% to 25%• Is 0% an emarketing disaster?

What tools do you need?

• Database of email addresses, fax numbers or mobiles• Ability to segment your database• Ability to send bulk personalised emails, faxes, texts or diary calls• Ability to create a message in the required format• Ability to record and measure response• Preferably a website• PromoServe can help you do all of these things

Campaign Manager

• Unique to PromoServe this helps you plan and manage your campaign

• Can be linked to auto alert to remind you to action campaign

• Run campaign auto starts a campaign

• Send campaign by email, mail, fax,text or telesales

Critical Success Factors

• 50% Data Quality / Targeting• 25% Relevance• 10% Subject Line• 10% Personalisation• 5% Message Content

50%

25%

10%

10%5%

PromoServe data sources

• Customer lists• Customers who have purchased product• Customers who have purchased this but not that• Previous quotations not orders• Customers not ordered for x days• Customers spending less this year• Period spending customers

The EMarketing Process

1. Decide Campaign – to who, saying what & when2. Decide Communication Method3. Allocate responsibility4. Produce Message5. Decide your targets & measurement6. Send7. Measure and learn and replan

E-Communication Methods

• Text E-mail• HTML E-mail• SMS / Text Message• Fax• Telephone• Presentation (online demos)

HTML or Plain Text

• HTML has more impact• More difficult to create own HTML• HTML only works with Outlook 98 & above• Really need broadband to view HTML• HTML can more easily be identified as promotional e-mails (spam

filters)• Both can be personalised and include URLs

Golden Rules for your message

• Personalise• Subject Line must have impact• Never more than you view on a page• Tell a story• Add ‘You appeal’• Always be Polite• Offer an Opt Out (now a legal requirement)• Have a call to action via a URL

Measurement & Follow Up in PromoServe

• Emarketing offers you the ability to really measure • Create a ‘diary entry’ for every email sent• You must ‘ask’ people how they found you• You must log responses – mandatory campaign code on quotes• The email / telephone relationship – you can create telemarketing

follow up lists• No response is not a failure – it enables you to try a different approach• An Email is a good excuse for a telephone call

SPAM & The Regulations

• You must be careful not to SPAM (however tempting) – it damages future responses – use PromoServe to target

• You must offer an option to unsubscribe – it helps clean your database – tickbox in PromoServe Contacts

• Do not be scared of the regulations – they are here to help – nobody wants to stop your company expanding

• Relevant communication is never resented• PromoServe will always exclude unsubscribe requests and has an

automated process to remove

Other Marketing Tools Included in PromoServe

Useful Additional Tools

• HTML Editor – create your own colouful emails with no special skills needed

• Quick Order Portal Online Shop – for a call to action• Datamate Forms – for data capture• Email Auto Process – create auto responses, chain follow

ups from enquiries or reports• Returns Manager – auto unsubscribe from your website

Interested?

• Visit our demonstration area outside• Try your free 30 day trial in your entry pack• Visit www.promoserve.co.uk• Attend our next full training course• Review what works in your inbox• Come and discuss your requirements now• Copy slides available