Benefits of Email Marketing. Targeted email marketing. Cost comparison between an email campaign vs. direct mail. When you would use an email marketing campaign and best practices.

1. Email
Marketing

2. What is Email Marketing?
EMAIL MARKETING IS AN EASY, COST-EFFECTIVE WAY
TO COMMUNICATE WITH YOUR TARGET AUDIENCE.

3. +
ACQUISITION
/PROSPECT
MARKETING
RETENTION/
DATABASE
MARKETING
A good
marketing
strategy will
incorporate both
acquisition and
retention email
marketing
campaigns.
=
CONNECT WITH CURRENT CUSTOMERS AND
NEW PROSPECTS, ONE-ON-ONE, TO A TARGETED
AUDIENCE.

4. Email Marketing Reach.
How often
do you check
your email
during the
workday?
Whenever new
email arrives 25%
0 5% 10% 15% 20% 25%
Every 60 minutes
Twice a day
Every 30 minutes
Once a day
Rarely
16%
12%
12%
8%
http://blog.pqsystems.com/2013/01/10/reader-survey-consulting-critical-metric-charts/

5. Source: http://www.inc.com/peter-roesler/top-5-reasons-why-email-marketing-is-still-works.html
Email is an easy
way to reach
customers on any
device.
1
It’s an effective way
to extend your
audience reach,
engage new
customers and build
brand trust.
2
3
4
Email marketing is
cost effective and
trackable.
It’s easy to customize and
integrate into other
marketing tactics.
Top 4 Reasons Email Works.

6. Email vs. Direct Mail
• Low cost
• Strong ROI (more return for every dollar spent)
Source: Harvard Business Review, Aug. 2012
*spend adjusted in email to reflect our charge. All other data is from the study.

7. Our Database
• We bring in roughly 1.5 million fresh pieces of data per month—scrubbed
to ensure quality and deliverability, making our database one of the
largest and most hygienic in the marketplace today
• Over 140 million consumer and business emails with time stamps and
URL to verify recipients consent
• Securely deliver your message to the exact consumers you want to reach
using hundreds of targeting options
• Reach national, regional or local audiences at cost effective rates

8. Sourcing Our lists consist of information obtained through opt-in online
surveys, e-subscriptions, e-registrations and our extensive
network of permission-based websites.
Any data obtained is put through a hygiene process for
verification, allowing us to validate the email addresses.
Our team is diligent with maintaining and updating our
unsubscribe lists. We have a quality assurance process
in our emailing team that verifies that all broadcasts are
can-spam compliant.
Every record received also has the opt-in date, IP and
source for compliance purposes. Our teams follow
the best data security practices to ensure all of our
compliance steps are followed and there are no breaches.

9. Compliance What is CAN-SPAM?
Regulations implemented by the Federal Trade
Commission (FTC) to protect consumers from receiving
spam or unsolicited emails.
Our emails are 100% opt-in and permission-based every
consumer and business email has consented to receive
emails from our advertisers.
Also leverage relations with major ISP’s to whitelist
servers

10. • Age
• Gender
• Income
• Marital Status
• Presence of Children
• Home Ownership
• Lifestyle & Interests
• Ethnicity
• Geography
Target the Right Prospects.
EMAIL CAMPAIGNS DELIVER YOUR MESSAGE TO THE CUSTOMERS
YOU WANT TO REACH USING HUNDREDS OF TARGETING OPTIONS
INCLUDING:
YOU will want to get a complete picture of the customer
your client wants and needs! ~CNA~

11. Targeting Capabilities

12. • Reach target audiences with sales promotions or events.
• Announce new products, services or locations.
• Drive website traffic.
• Acquire new customers.
• Distribute eNewsletters, product launches,
coupons, and more…
Email Marketing Applications.

13. • Automotive
• Travel
• Real-Estate / Home Builders
• Hospitality, Tourism,
Hotels, Casinos and Cruise
• Restaurants, QSRs, FCRs
• Retail
• Education
• Banking / Credit Unions
• Healthcare
Let Us Help Grow Your Business.
WHO BENEFITS FROM EMAIL ADVERTISING? ANY BRAND THAT NEEDS TRAFFIC!
• Home Improvement
• Arts / Entertainment
• Holiday Marketing
• Grocery / Supermarkets
• Health / Fitness Clubs
• Health and Beauty
• News / Media
• Technology, Wireless
• Banking, Credit Unions
• CPGs

14. IN-DEPTH REPORTING
We will have access to real-time
tracking reports so that you can make
informed decisions about your clients
campaign.
Real-Time Tracking & In-Depth Reporting

15. Elements of an Effective Campaign.
Product
Incentive
Call to action
Content
OFFER
Right Target
Permission
Right Time
LIST
Copy
Subject Line
Design
CREATIVE
+ ++

16. Return-on-Investment.
SELL PACKAGES.
Marketing 101—repetition works
KEEP IT SIMPLE.
DON’T OVER TARGET.
A local store (restaurant, retailor,
etc.) does not need to see counts
broken out five ways by zip and
demographics. This is a very
common mistake that providing
multiple options translates to better
data.
SETTING EXPECTATIONS—EMAIL MARKETING
IS TRANSPARENT AND TRACKABLE.
This is good and bad as your advertisers will see exactly
how many hits they get to their site and what those visitors
do. Some advertisers have unrealistic expectations for
their email marketing budget, so help them set the right
expectations - this is advertising.
While some clients will get high levels of direct sales
others may not. Product, price and the process will all play
into what clients will get back. Consumers will not buy a
car from an email, but that doesn't mean it isn't a great
way to advertise and build branding and name
recognition...similar to the newspaper.

17. • Repetition is instrumental to any successful marketing
campaign. Engaging users over time builds brand awareness
and loyalty. You'll never see a TV commercial run just once,
the same rules apply to email.
• Subject Matters. Avoid words like "free," "last chance," and
"offer" in the subject line, otherwise chances are your
message is going straight to junk folder. The subject lines with
the highest open rates are descriptive yet simple, no more
than 50 characters.
• Know your audience. Your creative should be relevant and
timed just right. If you're targeting moms, mailing during busy
morning hours is not ideal.
• Mobile friendly is a must. All emails need to be designed to
show on a mobile device – in 2013 mobile device open rates
surpassed desktop at 51% vs. 45% respectively (4% view
email on both)
Tips and Tricks.

18. • Open Rates – What % of users who received your
email viewed your message?
• Click-Thru-Rates (CTR) – how many users
clicked on a link in your message?
• Website Traffic – how many visitors came to your
website?
Measuring Results.

19. Automotive
Case Study SUBJECT LINE:
Upgrade Today and Save on Your New
Toyota
TARGETING:
 15mi radius of 77079
 Toyota Owners 2011+
 Auto Intenders
 Credit Score 550+
EMAIL COUNT:
 330,000
RESULTS:
 39,489 Opens (11.97%)
 6,195 Clicks (1.78%)

20. Banking/Loan
Case Study
SUBJECT LINE:
Low Fixed Rate Home Equity Loans
TARGETING:
+ Ages 45–65
+ HHI $75k+
+ Homeowners
+ In a zip list around the Credit Union
EMAIL COUNT:
+ 156,613
RESULTS:
+ 18,477 Opens (11.8%)
+ 2,758 Clicks (1.8%)

21. Grocery Chain
Case Study
SUBJECT LINE:
Grand Opening Feed Your Family
for Less Everyday
TARGETING:
+ Woman 25-54
+ HHI less than 75k
+ Men cooking interest
EMAIL COUNT:
+ 146,897
RESULTS:
+ 14,902 Opens (10.146%)
+ 1,565 Clicks (1.7%)

22. Home Builder
Case Study
OBJECTIVE:
One Year Monthly Email
Campaign
TARGETING:
+ Homeowners
+ HHI 150k+
+ In select cities near new the
development
EMAIL COUNT:
+ 62,757
RESULTS:
+ 6,671 Opens (10.6%)
+ 1,001 Clicks (1.6%)

23. Home Improvement
Case Study SUBJECT LINE:
Handyman Special Offer
DURATION:
+ Throughout the year
TARGETING:
+ Homeowners
+ Interest in home improvement
+ Improvement in zips around retail location
EMAIL COUNT:
+ 100,000
RESULTS:
+ 11,152 Opens (11.552%)
+ 1,856 Clicks (1.856%)

24. Restaurants
Case Study SUBJECT LINE:
Fresh Off the Grill
DURATION:
+ Throughout the year
TARGETING:
+ Ages 21–45
+ HHI 50k+
+ Interest in food and wine in zips around location
EMAIL COUNT:
+ 120,500
RESULTS:
+ 10,347 Opens (10.095%)
+ 1,954 Clicks (1,906%)

25. QUESTIONS???
Next Digital Brown Bags – August 3, 2015