How to Utilize eMail to Drive Traffic and Sales this Holiday Season

1. How to Utilize eMail to Drive Traffic and Sales this Holiday Season Presented by: Peter Martin

2. In the world of email marketing, talking to millions of people is relatively simple…

3. …the hard part is talking to one.

4. Per eMarketer: Internet users in the US check their personal e-mail throughout the day (even while they’re at work). Over 70% of employed respondents said they checked their personal e-mail at work—and nearly 1/3 said they did so more than three times a day. On average, business users spend over an hour each day managing their eMail accounts. -Garner Report as reported in Digitrends Magazine The Value of eMail

5. eMail is # 1 for ROI • eMail earns the Highest ROI • Last year, the average return from every dollar spent on: • eMail Marketing was $45.06 • Newspaper advertising $16.86 • Direct mail of $15.55

6. Customer Retention ‘It’s always easier and cheaper to keep oldcustomers than find new ones. Dan Lawlor, senior analyst with J.D.Power,

7. With regard to customer online purchasing: Over 78% of online shoppers have purchased through permission-based emails. Nearly 60% of email recipients have bought in a retail store as a result of a merchant’s email. eMail/Internet Leads

8. It is a Process NOT an Event

9. eMail your current customers and invite them back by offering incentives.

10. Prospects Leads from various lead providers. eMail address from collections and capturing. Customers Sales/Service/Interaction. Ongoing communications. Database Development

11. Add all prospects into a database. Communicate at least once a month. Always include a call-to-action. Everybody may not need to buy today, but a coupon, discount, tip, etc can move them to action now or in the near future. Be wary of spamming and follow the spam laws (or get help). Best Practices

12. A single email can make or break a relationship

13. BEFORE • Spam headline • Poor logo placement • No personalization • 5 second test (reject) • Problematic HTML • Poor call-to-action • Poor creative • No quick links • No postal address • No signature found • No unsubscribe • Preview • window

14. AFTER - Preview window • Descriptive headline • Great logo placement • Personalization (name) • 5 second test (winner) • Call-to-action (freebie) • Multiple quick links • Includes signature • Includes postal address • Includes unsubscribe • Includes privacy policy

15. More Effective eMails

16. All Daily email communications should have company branding and links to the web site. (eMail Letterhead could/should be used on all Employee Communications, so they immediately know who sent it.) Daily eMails – 90% open rate and Thousands of Brand Impressions. Hundreds of click-troughs are generated by using daily outbound email to promote news, services, products and events. Daily Communication

17. SAMPLE ONLY More Effective eMails - Subtle branding From the desk of Jack Bernstein Steve, We need to get on top this story about the presidential election scandal. I need 2000 words on my desk by noon tomorrow. Contact Jane Edwards if you have any questions. Regards, Jack Bernstein 8

18. Reach your customers with timely messages to drive sales.

19. Birthday eMail

20. Customer Retention • Online Coupons and Discounts • 73% of consumers have used an online coupon for an online purchase. • 59% have redeemed an online coupon offline.

21. Holiday eMails

22. Holiday eMail

24. Limited Time Sales

25. Limited Time Sales

26. Limited Time Sales

27. What day time is BEST ?

28. Mass Marketing Acquire new customers & prospects Acquire new customers & prospects

29. Mass eMailings • Saturation eMailing • Target prospects by zip code and send them eMail offers to generate store and web site traffic. • Drive these consumers to your web site for more information (specials, discounts, tips, etc.)

30. Mass eMailings Target prospects by radius of your business

31. Mass eMailings Program Action Acceptance Comprehension Recall ROI Attention Builds Awareness Builds Intentions Builds Sales

32. Client Analysis Mass eMailings eSaturation Strategic Planning Process Industry Sales Merchandising Consumer eMail Marketing

33. Mass eMailings • Who can you target??? • Your Customer Database • Your Prospect Database • Proprietary Cactus Sky industry- specific databases • 65,000 Auto Dealership personnel • 24 Million Business eMail addresses • 180 Million Consumer eMail addresses • Other eSaturation Databases Summary

34. Business Intelligence • Results Reporting: • Besides Delivery, the key to email success is it to know WHO - • Opened the eMail • Read the eMail and • Clicked on a link in the email. • With the Clicker information, you can focus on the “interests”, which will allow for database segmentation and more targeted emails.

35. Web Site - Online buying • 33% of Users in a DoubleClick study had purchased something from a web site by clicking on a link in an email. • Another 42% clicked on an email link for more information, then purchased the product at a later time.

36. Track their interests, activities, responses, and conversions.

37. Delivery Report Number Sent – Hard and Soft Bounces High-level view of the performance of your campaign

38. Activity Report Unsubscribed ÷ Delivered High-level view of the performance of your campaign

39. Opened Report Opened ÷ Delivered High-level view of the performance of your campaign

40. Read Report Read ÷ Delivered High-level view of the performance of your campaign

41. Clicker Report Total = Total Unique Clickers Repeat = Contacts that have clicked a link in a previous message New = Contact that have never clicked a link previously and have clicked a link for the first time in this message. All clicks except the Unsubscribe Button, the Forward to a Friend Link, and the Browser Link. Total Unique Clickers ÷ Delivered High-level view of the performance of your campaign

42. Using your web site to: Convert Clicks to Customers Web Site

43. To increase conversion, the web site should: Be a direct extension of the company/physical store. Be well-maintained (very important). Have the local phone number and address. Have a complete Contact Us page. Including staff information. Web Site- Interaction

44. What are your visitors looking for? They want special treatment and to feel that their questions are being answered, not avoided. They want a good experience. 86% of the consumers who posted reviews provided positive comments about their experience. Ease of communication. Directions Web Site- Interaction

45. Don’t lose online sales opportunities because you don’t have the proper processes or associates handling your web site inquiries. Web Site- Poor Interaction

46. Inquiries Make communications easy. Prompt Relevant Transparent Communicate on their terms and according to their wishes. Web Site- Interaction

47. Inquiries Do NOT use auto responders. It is crutch that everyone else is using, you need to stand out from the crowd. Pick up the phone AND send a personal email. In the email, provide links to take the lead back to your website for more information. Provide professional and complete responses. Transparency is the KEY. Respond Quickly Web Site- Interaction

48. Inquiries Companieswho respond quickly close – three times (3X) as many leads. eBay determined that people who respond quickly to item questions have a higher selling volume. Web Site

49. Follow Up People don’t immediately buy when they go to your web site or when they receive an email taking them to your web site. You have to build a relationship and build trust. An email program is the best method for consistently communicating without being obtrusive. Web Site

50. Live Chat The consumer is online and Live Chat provides the opportunity for you to communicate and keep the lead engaged. Web Site Live Chat Support: