Successful Email Marketing:

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Successful Email Marketing 10 Ideas You Can Use

• Capture Data
• Acquire Customers
• Capture Leads
• Convert Leads
• Sell Products
• Up-sell Cross-sell
• Create Relevancy
• Promote offline event
• Decrease costs
• Promote online event

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How Should You Measure Success?

• Define where you want to do business?
• 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

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Idea 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
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Idea 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

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Idea 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

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Idea 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

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Idea 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

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Idea 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

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Idea 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

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Idea 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

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Idea 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

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Idea 10 Promote Online Event
Access360

• 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)

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Takeaways

• Crawl, walk, run
• Understand that Email Marketing is
• much more than technology
• 3. Determine what an action is worth
• 4. Set ROI metrics
• 5. Test, test, test
• Implement the winners
• Be ready for customers to email you back

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