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mail Marketing Made better, easier & smarter
| Date post: | 20-Jan-2015 |
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Business |
| Upload: | 6pmarketing |
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Contents
• What is it
• How it works
• Some examples
• 6P service options and service menu6P service options and service menu
• Key e-benefits
• The road to successThe road to success
• About 6P Marketing & 6PM News
• Some clients we serve• Some clients we serve
• Contact
What is it?
E-mail marketing is the art and science of sending relevant and interesting sending relevant and interesting information to an engaged and interested audience for a wide variety of reasons on audience for a wide variety of reasons on a regular basis.
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For those with something to say and an interested audience, e-mail is:interested audience, e mail is: Quick & affordable Flexible: mailing volume, frequency, contentMeasurable: responses are tracked real time
E-mail marketing also: will help you achieve your business goalsp y y g keep customers in the loop leading to happier
customers i t i t llig d increases your customer intelligence and Improves online marketing effectiveness
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"Among the man great benefits that e mail "Among the many great benefits that e-mail marketing has is that it easily, quickly, regularly and inexpensively connects you with the first
l h ld b l ki f b i place you should be looking for business - your existing clients and top prospects.
Unfortunately, this simple concept often eludes even the most adept business leaders.”
— Paul Provost
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Industry research says . . .
Direct Marketing Association UK Direct Marketing Association survey, 2009
e-mail marketing is a winner
Datran Media's 2009 and 2010 Annual Marketing & Media Survey
Ad Effectiveness Survey. Forbes Media
April 2009 survey of Senior Marketing Executives by the European Interactive Advertising Association
Summer 2009 survey of Irish marketers
December 2008 survey by MarketingSherpa
Feb/Mar 2008 retailer survey by shop.org
2009 survey of US B2B marketers by Marketing Professionals and Forrester Research
The CMO Council's Marketing Outlook '09 Report
December 2009 survey of 300 email marketers by Silverpop
Q2 2009 survey of over 5,000 Senior US Executives
Report
A survey of B2B marketers in November, 2008
2008/9 survey by Forrester Research
November 2009 survey of B2B marketers
North American small businesses survey by Hurwitz & Associates in 2009
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E-mail marketing versatility
Top 3 reasons for using e-mail marketingmarketing
Gather Profile information
Grooming new customersQualify leadsQ y
Announce Events
Cross‐sell or up‐sell
Promote specials or salesCustomer relationship managementCustomer relationship management
Promote new products or services
Strengthen a brand, product, or company’s imageCreate rapport
Source: Inbox Marketer7
E-mail investment trends
Source: Investment trends by U.S. industry. Marketing Sherpa. July, August 2009. N=1,4938
On-line investment trends
Source: Forrester Research Interactive Advertising Forecast, April 2009 (US Only)10
How it works
Write the e-mail Edit message and copySelect a message
Arrange distribution Review performanceDesign layoutHEADLINE HEREHEADLINE HEREBody copy goeshere. Body copy CAN gohere as well.
SUBHEAD HEREBody copy goes
Phone number goes here.
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From acorns to oak trees
Great e-marketing campaigns: support and complement your general and support and complement your general and
social marketing strategies
have a database that starts off small, with l kpeople you know
focus on your customer’s needs or wants
l g th b d’ USP i l fil leverage the brand’s USP or social profile
use creative that complements general and social marcom’s tone & mannersocial marcom s tone & manner
supports and grows your website & traffic
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Our service options
• NoviceNew to basic e mail communication– New to basic e-mail communication
• Experienced– You want to kick it up a notch
• Advanced– You understand and want to further
develop relationships with your audience
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Service menu
FeaturesFeatures 6PM6PM NewsNewsAll in oneAll in one
6PM6PM NewsNewsDo it YourselfDo it Yourself
iContactiContact ExacttargetExacttarget
d id i S t A il blS t A il bl ffff ffffBrand IntegrationBrand Integration Support AvailableSupport Available YourYour staffstaff YourYour staffstaff
Strategy & TacticsStrategy & Tactics Support AvailableSupport Available YourYour staffstaff YourYour staffstaff
Design/LayoutDesign/Layout Support AvailableSupport Available Stationery onlyStationery only Stationery Stationery onlyonly
CopywritingCopywriting Support AvailableSupport Available YourYour staffstaff YourYour staffstaff
EditingEditing Support AvailableSupport Available YourYour staffstaff YourYour staffstaff
SendingSending Support AvailableSupport Available YourYour staffstaff YourYour staffstaff
AA\\B testingB testing Support AvailableSupport Available YourYour staffstaff YourYour staffstaff
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Key benefits• Scalable by volume, frequency and content
• Increases and improves your customer intelligence
• Drives direct sales and supports other sales channels
• Efficient and inexpensive communication tool
• Supports audience data integration & segmentation
• Some offers can generate immediate action
• Contributes to branding
• Strengthens relationships, and helps build createdevelopg p prepeat sales, trust and loyalty
sendlearn
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With e-marketing you learn• Who opened your e-mail (OPEN RATE)
• At what time
Wh / h li k d th h li k( ) (CLICK THROUGH RATE)• Who / how many clicked on the each link(s) (CLICK THROUGH RATE)
• How many ordered online or called to buy, book & order
• How many forwarded your e-mail to a friend, wrote on your wall, joined your t itt ttwitter account
• Who signed up
• Whether anyone unsubscribed
You learn all of this at NO EXTRA CHARGE!
Want to learn more? Surveys are as easy to do as newslettersWant to learn more? Surveys are as easy to do as newsletters.
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With e-marketing you learn
• What your audience thinks of your products and brand
• Likes and dislikes
• What society thinks of your social contribution• What society thinks of your social contribution
• Online proportion and activities
• What they’re willing to do with you
• How often createdevelop
• Your social marketing bridging optionssendlearn
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Only e-mail lets you...
develop an offer on Monday create an E-mail on Tuesday create an E mail on Tuesday send it to your top C+P on Wednesday track the response rates on Thursday track the response rates on Thursdayand learn how to make the next
E-mail better by Friday*E mail better by Friday
createdevelop
sendlearn
track* For illustration only. Actual development times vary by project.20
7 tips to e-mail success
1. Relevant (interesting) content • interesting articles supported by appealing offers
2. Appropriate creative environment
3. Build your contact list strategically
4. Segment your list(s)
5. Consistent contact quality and frequency
6. Professional looking design, layout & code
7. Test, retest and refreshcreatedevelop
,• Strive to learn more about your audience each time out• Stay on top of e-mail, audience interest and social trends
sendlearn
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The road to success6PM News proposes that the best way to succeed is to have a team of specialists manage your e-mail marketing program. A team whose sole focus is delivering the best p g gproduct possible.
Thi t h ld i l dThis team should include:– Marketing strategist/brand manager, – Writer/editor, – Graphic designer, – Production coordinator andProduction coordinator and– Website developer.
If you can afford all these people, great. createdevelop
If not, call us today because we can…sendlearn
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Hard work pays off
MarketingSherpa’s e-mail marketing benchmark survey methodology: August, 2009. N=1493 23
Sample metrics
5,000 /month 50,000/month100% opt-in list
Open Rate 40% to 60% 2,000 to 3,000 20,000 to 30,000
Click-Through Rate 20% to 30% 1,000 to 1,500 10,000 to 15,000
5,000 /month 50,000/monthInternal (Hand-picked) list
Open Rate 10% to 30% 500 to 1,500 5,000 to 15,000
Click-Through Rate 1% to 20% 50 to 1,000 500 to 10,000g
Results are based on a sampling of 6P Marketing clients but are not guaranteed.24
About 6P Marketing
Value and results co‐exist comfortably at 6P Marketing
L t i d i Let passion drive you.6P Marketing works closely with independent business owners committed to growing their businesses. We design, develop and deploy a wide array of cost effective, results-oriented communications solutions using the most productive mix of modern and traditional marketing tools.g
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About 6PM News
• E-mail marketing division of 6P Marketingg
• Design, develop & deliver insightful e-mail communicationse mail communications
Ensure that your:Marketing efforts go up with your salesMessages are as great & consistent as your
organization’s products & servicesCommunications are produced by a team of p y
trained & experienced professionals
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We’ll do the work6PM News helps you tell your brand’s (social) commitment story
Relevant and engaging information is the news Relevant and engaging information is the news
Timely, relevant information is the headline story
And your clients are the heroesy
6PM News uncovers stories begging to be told
We assess your on and offline communications
Your internal and client facing communications and
Id tif l f i lli g i t th t th t Identify examples of your unique selling points that that can become the angle on your stories.
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Some clients we serve
Legacy Bowes Group
Amik
Asper School of Business
The Rink Training Centre
Organza Market
Inclusion Software
IBEX Payroll
Friends of the Canadian Museum for Human Rights
Waterhouse Executive Search Partners
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Contact
Value and results co‐exist comfortably at 6P Marketing
www.6pmnews.ca
WinnipegPaul ProvostPaul Provost421 Mulvey Avenue EastWinnipeg, ManitobaCanada R3L 2B4Phone: 204.474‐1654Phone: 204.474 1654E‐mail: [email protected]
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