project one- email marketing
TRANSCRIPT
Email Marketing Strategy:Service Provider Recommendation
Drew%Berman
Overview•Alan’s'Bakery• Target'Customers• Current'Marketing'Tacticts• Email'Marketing'Goals• Segmentation'Strategy•Analysis'of'Email'Service'Providers
• MailChimp or'Constant' Contact
• Based'on'chosen,' important'attributes
• Final'Decision
Alan’s BakeryCompany:• Reliable• Friendly
Atmosphere'of'Restaurant:• Upscale,'yet'Informal
Products:• High'quality• Infinite'options'for'specialty'items
While&choosing&an&email&provider,&looking&at&our&reputation&was&extremely&important.&These&are&the&qualities&people&think&of&when&they&hear&“Alan’s&Bakery”&and&we&want&to&maintain&these&values&when&we&start&sending&out&emails.&
Target Consumer Segments• Lunch'Crowd
• Customers' Per'Restaurant'Location
• Repeat'Customers' for'Specialty' Bakery'Items
• Brides• Company'Offices
• Other'Large'Groups'of'10+
Current Marketing Tactics • Menu'Specials'of'the'day• Online'Ordering• Discounted'catering'options'for'10+'people'• Special'event'catering'packages'for'offices• Wine/cake'tasting'parties'for'brides• VIP'only'“customer'events”
These&can&be&integrated&with&email&campaigns&as&part&of&our&email&marketing&strategy.&Our&service&provider&should&help&determine&where&our&attention&should&be&focused&in&the&beginning,&and&where&we&will&be&the&most&successful.&
Email Marketing Goals• Stay'in'touch'with'customers• Provide'Information• Create'awareness'for'potential'clients• Track'effectiveness'of'marketing'efforts• Further'segment'database'based'on'customer'behaviors
• Past'customers,'customers'of'specialtyUitems,'etc.
WE#WANT#REPEAT#BUSINESS!We&don’t&want&to&flood&or&spam&inboxes,&or&look&like&we&rushed&through&the&emails&without&any&thought&on&the&customers&needs&and&desires&in&mind.
Segmentation StrategyWe&have&collected&200,000&email&addresses&from&the&fishbowls&at&each&store&location&and&havee also&purchased&an&annual&mailing& list&of&local&bride’s&email&addresses.&(Great&Bridal&Expo)
• Send'emails'out'twice'weekly'to'the'lunch'crowd'(200k)'• Segment'brides'based'on'wedding'month
• 12'emails'per'campaign.'• For'example,'all'brides'getting'married'in'June'2017'would'be'in'the'same'segment.'
• Send'email'to'remind'past'specialtyUitem'customers'of'an'anniversary''• “and'Alan’s'is'ready'to'help'you'celebrate!”
Service ProvidersMailChimp
• Started'in'2001'“as'a'side'project'funded'by'various'webUdevelopment'jobs.”
• Now'used'by'more'than'10'million'people'and'businesses'around'the'world• Send'600'million'emails'a'day
• “We'love'seeing'businesses'start'small,'fund'themselves'with'paying'projects,'and'build'up'a'strong'API,'so'thatas'how'we'run'MailChimp.'We'create'products'and'features'that'empower'our'customers'to'grow.”
Constant-Contact• Founded'as'“Roving'Software”'in'1995• Currently'have'over'650,000'customers• “[Their]'Mission:'to'empower'small'businesses'and'nonprofits'to'grow'customer'relationships'and'succeed.”
AttributesLooking&at&our&email&marketing&goals,&I&was&able&to&narrow&down&six&core&attributes& to&focus&on&when&researching&MailChimp and&Constant&Contact.&These&were&the&deciding& factors&in&my&decision:
1. Price2. Segmentation'Capabilities3. Design'and'Template'Options4. Customer'Support5. Analytics6. Features
PriceMailChimp• $875'a'month
• 185,000U200,000'subscribers
• Up'to'2,400,000'emails'a'month
Constant-Contact• $895'a'month
• For'150,001U200,000'email'addresses
• Can'receive'10%'off'your'account' if'you'prepay'for'6'months'in'advance,'or'15%'off'for'a'year'in'advance.• 6'month'prepay:'$4,833
• Savings:'$537• 12'month'prepay:'$9,129
• Savings:'$1,611
Winner:#MailChimpMailChimp is#highly#affordable
Segmentation CapabilitiesMailChimp• Send'a'targeted'event'invitation'to'subscribers'inside'a'particular'radius'around'any'point'on'the'globe.
• Email'only'your'most'engaged'subscribers'about'special'offers'and'events.
• Segment'by'date'added'to'send'new'subscribers'a'welcome'email.'
• Send'to'subscribers'who'have'purchased'items'from'your'store'to'announce'new'products'or'updates.
Constant-Contact• Create'a'personalized'email'once,'and'set'it'to'send'automatically'for'triggers'like'birthdays'or'a'customer'milestone.
• Set'a'series'of'emails'for'your'contact'lists.• When'you'add'new'contacts' to'your'automated'
list,'they’ll'start'receiving'a'scheduled'series'of'emails.'
Winner:#MailChimpFrom#the#website,# it#seems# that#MailChimp has#more,#and#easierEtoEuse#segment#services
MailChimpDesign & Template Options
• PreUdesigned'templates
• BuiltUin'photo'editing
• Collaboration• Post'comments'and'send'test'emails'while'working'on'a'campaign
• Test'and'preview'for'mobile
• File'manager• Filter,'search,'and'organize'images'and'documents.
Constant-Contact
Design & Template Options
• Customize'any'template
• Drag'&'Drop'easily'into'template
• Social'media'integration
• Mobile'responsive-templates
• Expert-Help-' Design-&-Build-service:-$599• Professional-graphic-designers- will-create-a-one'of'a'kind-
template
Winner:#TIEBoth#have#a#wide#array#of#template#options#and#other#easyEtoEuse#features#for#customization.#Either#would#be#great
Customer SupportMailChimp Constant-Contact
• Phone,'chat,'and'email'support'offered'Monday'through'Friday'for'business'hours,'plus'weekend'email'support.'
• Online'Resources:• Community' forum• Video'tutorials'&'
Webinars• StepUbyUstep'guides' '
• Local'training'and'classes'available
• Chat'and'email'support'24/5'– weekends'limited'to'email'only
• Online'resources:• ‘Get'Started’'article• Glossary'of'terms• Video'tutorials
Winner:#Constant#ContactGreater#array#of#helpful#resources#and#better#support#– especially#with#phone#service.
Analytics ReportingMailChimp Constant-Contact
• No'simple'method'of'A/B'testing'emails'and'then'measuring'the'statistics
• All'split'test'emails'have'to'be'done'manually
• A/B'testing• Choose'up'to'3'testing'variables,'the'size'of'
your'test'audience,'and'the'metric' U open'rate,'click' rate,'manual'selection' U determines'winning' campaign.
• Reports• Track'how'many'people'opened' the'email'
campaigns'and'see'exactly'what'they'clicked• Interactive'graphs• Monitor' trends
• See'which'email'addresses'bounced'and'why
• Compare'to'other'MailChimp users'in'industry' U can'gauge'relative'effectiveness'with'competitors
• Subscriber'activity' reports• Revenue' reports
Winner:#Mail#ChimpAnalytics#are#so#essential,#and#their#extensive#A/B#testing#and#reports#will#really#help#improve#our#marketing#efforts
Features Comparison
Decision• Price&and&the&analytics&package&were&huge&determining& factors&in&my&decision.• We&are&spending&less&money&and&getting&a&service& that&will&make&the&money&spent&worthwhile&– knowing&what&is&working&and¬&working&in&our&marketing& efforts.