Value of Email Marketing

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3. 3 Why Email Marketing?

4. 4 Email communications are ideal for all types of businesses No matter what business you are in, you can benefit by communicating with your prospects and customers. If you are a business to business consultant, you can send informative and education newsletters, if you sell a business product, such as software or office furniture, you can offer updates and new product announcements. If you sell to consumers, you can offer special deals, or coupons for valued customers. Theatres and art galleries can send open house or event invitations. Health and athletic clubs can send weekly schedules. Association and non profit organization can communicate news, fund drives, events and publications all with the click of a mouse. The important thing to remember is that every business and organization has the ability to communicate with their prospects, members and customers� every month�. With relatively little cost or effort. No matter what business you are in, you can benefit by communicating with your prospects and customers. If you are a business to business consultant, you can send informative and education newsletters, if you sell a business product, such as software or office furniture, you can offer updates and new product announcements. If you sell to consumers, you can offer special deals, or coupons for valued customers. Theatres and art galleries can send open house or event invitations. Health and athletic clubs can send weekly schedules. Association and non profit organization can communicate news, fund drives, events and publications all with the click of a mouse. The important thing to remember is that every business and organization has the ability to communicate with their prospects, members and customers� every month�. With relatively little cost or effort.

5. 5 Why Email Marketing?

6. 6 The Answer is Email! The internet has been called the �great equalizer�� because it allows small businesses and associations to appear larger and more professional. The ability to professionally communicate with customers via email, is allowing small businesses to conduct marketing programs on a scale with the largest companies. The tools for marketing via email are now affordable for smaller companies. And you�ll have access to the same capabilities, formerly only available to large companies spending thousands or tens of thousands per month. Now � if you look at marketing via email in the context of all the other options for marketing� you see that marketing with email is the most effective way to communicate with your customers and prospects on an ongoing basis. The third column in the chart is a measure of �ROI� or return on investment for various marketing mediums. Even though some of the other marketing mediums have better response rates, Email costs so much less and has such broader and more immediate reach that its effectiveness, when measured as results vs.cost, it is a far superior medium. The internet has been called the �great equalizer�� because it allows small businesses and associations to appear larger and more professional. The ability to professionally communicate with customers via email, is allowing small businesses to conduct marketing programs on a scale with the largest companies. The tools for marketing via email are now affordable for smaller companies. And you�ll have access to the same capabilities, formerly only available to large companies spending thousands or tens of thousands per month. Now � if you look at marketing via email in the context of all the other options for marketing� you see that marketing with email is the most effective way to communicate with your customers and prospects on an ongoing basis. The third column in the chart is a measure of �ROI� or return on investment for various marketing mediums. Even though some of the other marketing mediums have better response rates, Email costs so much less and has such broader and more immediate reach that its effectiveness, when measured as results vs.cost, it is a far superior medium.

7. 7 The Economics � Print vs. Email

8. 8 Why Use An Email Marketing Service?Constant Contact�

9. 9 Why Outlook Fails

10. 10 The Power of Relationshipsvia Email Marketing How small businesses can foster and grow profitable relationships on a shoe-string!

11. 11 The Challenge for Businesses�

12. 12 Repeat Customers are Valuable And here�s the proof� You should find these numbers to be very compelling reasons to invest in marketing to your existing customers. Discuss each bullet. Repeat customers can become your primary source for profitable growth. � And here�s the proof� You should find these numbers to be very compelling reasons to invest in marketing to your existing customers. Discuss each bullet. Repeat customers can become your primary source for profitable growth. �

13. 13 How valuable are loyal customers? Let�s take a look at just how valuable repeat customers are. I think we all know that acquisition costs are high � and that we may cover those (or not) on our first sale. But do you realize how much a loyal customer generates over the life of their relationship with you. Loyal customers spend more, cost less to service, demand less of a discount and, most importantly, bring you new customers�with no cost of acquisition. The biggest reason that retention marketing reaps the greatest reward is because a retained customer is a far more profitable customer to you than a newly acquired customer. The graph shows the increased profitability of a retained customer over seven years. The initial increase comes from increased purchasing each year. As the customer develops a history of purchasing from you, comfort, trust, ease, and even habit will cause them to direct more of their purchasing towards you. Profits will also increase as a result of reduced operating costs. A retained customers requires less support. They know how to use your website to find information. They�ve read your documentation and require less or no training. The long-time customers are the ones most likely to make referrals. Their recommendation to a friend or associate is far more powerful than any marketing message that you could craft. And it�s free! Finally� Retained customers are much less likely to shop on price. The longer their your customer and you serve them well, the greater the perceived risks of going to another vendor. The cost of your price premium could be less expensive than the search and potential mistakes in moving to another vendor. Let�s take a look at just how valuable repeat customers are. I think we all know that acquisition costs are high � and that we may cover those (or not) on our first sale. But do you realize how much a loyal customer generates over the life of their relationship with you. Loyal customers spend more, cost less to service, demand less of a discount and, most importantly, bring you new customers�with no cost of acquisition. The biggest reason that retention marketing reaps the greatest reward is because a retained customer is a far more profitable customer to you than a newly acquired customer. The graph shows the increased profitability of a retained customer over seven years. The initial increase comes from increased purchasing each year. As the customer develops a history of purchasing from you, comfort, trust, ease, and even habit will cause them to direct more of their purchasing towards you. Profits will also increase as a result of reduced operating costs. A retained customers requires less support. They know how to use your website to find information. They�ve read your documentation and require less or no training. The long-time customers are the ones most likely to make referrals. Their recommendation to a friend or associate is far more powerful than any marketing message that you could craft. And it�s free! Finally� Retained customers are much less likely to shop on price. The longer their your customer and you serve them well, the greater the perceived risks of going to another vendor. The cost of your price premium could be less expensive than the search and potential mistakes in moving to another vendor.

14. 14 In Summary Every business should be collecting email addresses from every  visitor they drive to their website or find at an event. Ongoing, relevant communications can keep your prospects and  customers coming back and provide great conversion  opportunities. Email communications are the best way for small businesses to  keep in touch with their customers � easily and affordably! So, these are just a few examples from the 25,000 small businesses and organizations using Constant Contact to build strong customer relationships and repeat business.No matter what your business, make it a practice to collect email addresses (and permission) everywhere you go and with every marketing campaign you run. Then send your list relevant and timely communications to keep your relationship strong � and to keep your business on top of their minds. � � So, these are just a few examples from the 25,000 small businesses and organizations using Constant Contact to build strong customer relationships and repeat business.

15. 15 Creating A Winning Strategy

16. 16 Collect email addresses everywhere� And beyond marketing campaigns, make sure that everywhere you touch your customer, your collecting email addresses. Service calls � train and reward Sales calls Trade shows Points of sale Make a standard part of the job for all employees that are touching customers and prospects in any way.And beyond marketing campaigns, make sure that everywhere you touch your customer, your collecting email addresses. Service calls � train and reward Sales calls Trade shows Points of sale Make a standard part of the job for all employees that are touching customers and prospects in any way.

17. 17 Determine Appropriate Format Newsletters Frequency: monthly / quarterly Lots of educational content (typically non-promotional) Promotions Frequency: bi-weekly / monthly Focus on promotion / limited content 2, 4, 6 product promotions, coupons Announcements Frequency: event driven Promotional or educational with targeted  message Invitations, special events

18. 18 Frequency & Delivery Objective: Maximum impact/Minimum intrusion How often to send Create a schedule Include frequency in online sign-up �Monthly Newsletter� Coordinate for maximum impact Newsletters (monthly / quarterly) Announcements / Event Invitations (as needed) When to send When is your audience most likely to read it? Day of week (Tuesday & Wednesday) Time of day (10am to 3pm) Test, test, test Drives Repeat Traffic and Sales Enhances Business/Customer Relationships Builds Customer Loyalty Increases Brand Awareness Increases Lifetime Customer Value Drives Repeat Traffic and Sales Enhances Business/Customer Relationships Builds Customer Loyalty Increases Brand Awareness Increases Lifetime Customer Value

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20. 20 Getting Email Opened The �From� line - Use a name the recipient will recognize Include your company name or brand The clearer the better - The shorter the better - Be consistent The �Subject� Line - Keep it short and simple You have 3 seconds or less 30-40 characters including spaces (5-8 words) - Incorporate a specific benefit - Include your brand - Capitalize and punctuate carefully - Test! Drives Repeat Traffic and Sales Enhances Business/Customer Relationships Builds Customer Loyalty Increases Brand Awareness Increases Lifetime Customer Value Drives Repeat Traffic and Sales Enhances Business/Customer Relationships Builds Customer Loyalty Increases Brand Awareness Increases Lifetime Customer Value

21. 21 Legal Compliance Two types of permission: Explicit: Opt-in from your website, a sign-up form  or guest book �Join our mailing list� I would like to receive info from time-to-time Implicit: Requests for information / registration  forms, existing customer relationship Drives Repeat Traffic and Sales Enhances Business/Customer Relationships Builds Customer Loyalty Increases Brand Awareness Increases Lifetime Customer Value Drives Repeat Traffic and Sales Enhances Business/Customer Relationships Builds Customer Loyalty Increases Brand Awareness Increases Lifetime Customer Value

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23. 23 Examples UsingConstant Contact

24. 24 Boston Public Library Associations have known for a long time that ongoing communications grow membership and activism. They have also always been more strapped than their commercial counterparts, and have relied more heavily on email as a result.  Here�s an example of an association that has� a small staff, limited budget, no expertise in house that they could rely on for software or for professional design. However, the Yosemite association has had great success creating and sending newsletters that have helped them grow and retain their membership. � And it�s important to keep in mind that all of these examples are companies or associations that are spending in the range of $15, $30 and $50 per month in service fees� and some have replaced much more expensive alternatives with that monthly fee� Associations have known for a long time that ongoing communications grow membership and activism. They have also always been more strapped than their commercial counterparts, and have relied more heavily on email as a result. Here�s an example of an association that has� a small staff, limited budget, no expertise in house that they could rely on for software or for professional design. However, the Yosemite association has had great success creating and sending newsletters that have helped them grow and retain their membership. � And it�s important to keep in mind that all of these examples are companies or associations that are spending in the range of $15, $30 and $50 per month in service fees� and some have replaced much more expensive alternatives with that monthly fee�

25. 25 Sugarbush Chamber of Commerce Associations have known for a long time that ongoing communications grow membership and activism. They have also always been more strapped than their commercial counterparts, and have relied more heavily on email as a result.  Here�s an example of an association that has� a small staff, limited budget, no expertise in house that they could rely on for software or for professional design. However, the Yosemite association has had great success creating and sending newsletters that have helped them grow and retain their membership. � And it�s important to keep in mind that all of these examples are companies or associations that are spending in the range of $15, $30 and $50 per month in service fees� and some have replaced much more expensive alternatives with that monthly fee� Associations have known for a long time that ongoing communications grow membership and activism. They have also always been more strapped than their commercial counterparts, and have relied more heavily on email as a result. Here�s an example of an association that has� a small staff, limited budget, no expertise in house that they could rely on for software or for professional design. However, the Yosemite association has had great success creating and sending newsletters that have helped them grow and retain their membership. � And it�s important to keep in mind that all of these examples are companies or associations that are spending in the range of $15, $30 and $50 per month in service fees� and some have replaced much more expensive alternatives with that monthly fee�

26. 26 The ALLY Foundation Associations have known for a long time that ongoing communications grow membership and activism. They have also always been more strapped than their commercial counterparts, and have relied more heavily on email as a result.  Here�s an example of an association that has� a small staff, limited budget, no expertise in house that they could rely on for software or for professional design. However, the Yosemite association has had great success creating and sending newsletters that have helped them grow and retain their membership. � And it�s important to keep in mind that all of these examples are companies or associations that are spending in the range of $15, $30 and $50 per month in service fees� and some have replaced much more expensive alternatives with that monthly fee� Associations have known for a long time that ongoing communications grow membership and activism. They have also always been more strapped than their commercial counterparts, and have relied more heavily on email as a result. Here�s an example of an association that has� a small staff, limited budget, no expertise in house that they could rely on for software or for professional design. However, the Yosemite association has had great success creating and sending newsletters that have helped them grow and retain their membership. � And it�s important to keep in mind that all of these examples are companies or associations that are spending in the range of $15, $30 and $50 per month in service fees� and some have replaced much more expensive alternatives with that monthly fee�

27. 27 Constant Contact Overview

28. 28 About Constant Contact�

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30. 30 Constant Contact Industry leading email marketing service for small businesses, associations, and nonprofits Fast growing, profitable company Web-based email marketing and online survey solutions requiring no technical expertise Designed and priced for Small-Medium Businesses Outstanding customer satisfaction

31. 31 Fanatically Focused on the Customer Experience

32. 32 So, let�s talk about the nuts and bolts of marketing to your customers with email. there are three main components to an email program � list management, email creation and delivery and results reporting � I�ll discuss each of these in more detail. �and just in case this point was not clear yet� Online services, like Constant Contact provide all of this functionality � without any software to install, maintenance or upgrades. You simply subscribe to the service via your web browser and pay a small monthly service fee. Now software to download or buy. No servers to buy and maintain for running the software. And no staff to manage the servers and the software. So, let�s talk about the nuts and bolts of marketing to your customers with email. there are three main components to an email program � list management, email creation and delivery and results reporting � I�ll discuss each of these in more detail. �and just in case this point was not clear yet� Online services, like Constant Contact provide all of this functionality � without any software to install, maintenance or upgrades. You simply subscribe to the service via your web browser and pay a small monthly service fee. Now software to download or buy. No servers to buy and maintain for running the software. And no staff to manage the servers and the software.

33. 33 Constant Contact  Customer Benefits

34. 34 Constant Contact - Customer Benefits

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