How SMBs Use Email Marketing + Groupon to Drive Sales

Email Marketing 101

How Small Businesses Use Email to Drive New and Repeat Sales

34 years experience building solutions to accelerate marketing and sales performance

Teaches companies how to leverage customer data and interactive marketing technology to drive sales, serve customers, and build long-term brand loyalty

Voted one of the “50 Most Influential People in Sales Lead Management” in 2009

Joel BookPrincipal, Marketing Research & Education GroupExactTarget

@joelbook

jbook@exacttarget.com

Digital Media Has Revolutionized

Marketing

<1990 1990s

Direct MailTelephone

1999 2000s 2011TVRadioPrintDisplay

IMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline Display

IMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoWebinarsAffiliate Marketing

Mobile EmailSMSIMEmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile Web

Addressable VoiceMobile EmailSMS + MMSIM EmailDirect MailTelephone

TVRadioPrintDisplayWebsiteSearchOnline DisplayPaid SearchLanding PagesMicrositesOnline VideoAffiliate MarketingWebinarsBlogsRSSPodcastsWikisSocial NetworksMobile WebBehavioralSocial Media & AdsVirtual WorldsWidgetsTwitter

Marketing Media (R)evolution

What’s Different about Marketing in 2011?

Marketing has shifted from a one-way broadcast to a two-way conversation.

One Size Fits All

1to1 Marketing has Replaced Mass Marketing

1Customers expect

information, offers

and invitations that

are: Personal Relevant Timely

Customers are Empowered and Influential

Your Brand Evangelists

have become

Your Best Marketers

How do Businesses Compete for & Keep

Customers?

EMAIL Aids the Buying Process Improves Service Keeps Customers

Connected

Business Getting

Email delivers an average ROI of $43.62 per dollar spent!

Source: The DMA

Power of Direct

Economic Impact Study, 2009

Business Keeping

82% of top marketers report that email is their channel of choice for retention.

Source: Winterberry Group, 2009

Why is Email so Important to Your

Business?

58% of Online

Consumers Begin

their Day with Email.

Full report available at www.exacttarget.com/sff

Source: ExactTargetSUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning

The Customer Life Cycle

Product Awareness

Product Evaluation

Product Purchase

Product Usage

Brand Loyalty

Repurchase/Renewal

Once a person gives you permission . . . • Email aids the buying process.• Email drives repeat usage.• Email keeps customers connected to your company.

Business Getting Business Keeping

Email: The Linchpin of Customer Engagement

Marketing Goal

Marketing Goal

Email UsageEmail Usage

Life CycleStage

Life CycleStage

Attract Engage Convert Serve

• Send Welcome Email; Thank customer for visiting website

• Provide link to Preference Center; Invite customer to identify product needs and interests

• Provide Information to aid purchase decision

• Send invitations to webinars and live events

• Invite product demonstration or trial

• Promote related products/services

• Provide links to endorsements and videos from satisfied customers

• Reinforce the value they will receive from becoming a customer

• Send purchase transaction confirmation

• Thank customer for purchase

• Invite feedback and reviews

• Send product news and service updates

• Send triggered alerts

Reward

• Invite customer to join discussion group on website

• Provide links to product-related resources on website

• Provide incentive to renew or repurchase

• Send purchase-triggered cross-sell offer

Product Awareness

Product Evaluation

Product Purchase

ProductUsage

Repurchase/Renewal

BrandLoyalty

Renew

• Ask for referral to friend or colleague

• Invite customer to contribute to blog

• Reward customer for loyalty.

The Customer Life Cycle

Email Delivers Relevant Information and Offers

75% of social media users say email is the best way for companies to

communicate with them.

MarketingSherpa, 2010

How Businesses Use Email to Drive Sales

LaROSA’S PIZZERIA DRIVES TRAFFIC

WITH “DAILY DEAL” SPECIALS

HUBERT WHITE USES EMAIL TO STAY

CONNECTED WITH CUSTOMERS

WINDSOR JEWELRY USES EMAIL TO STAY TOP-OF-MIND WITH

CUSTOMERS

DREAMFIELD’S USES EMAIL TO FUEL WORD OF

MOUTH MARKETING

Mike’s CarwashAn Email Marketing

Success Story

Coordinates marketing programs for all 37 Mike’s Carwash locations

Responsible for Mike’s email programs

Quarterback of Mike’s successful Groupon campaign

Susan KnightMarketing CoordinatorMike’s Carwash

WELCOME TO MIKE’S EXPRESS CARWASH Founded 1948 in Fort Wayne, IN and

headquartered in Indianapolis

37 locations in Indiana and Ohio; Breaking ground for the 38th location in March

Mike’s Carwash is the 4th largest carwash chain in the country and employs 600 people

Mike’s uses the most technologically advanced, state-of-the-art equipment available -- 65% of which is manufactured by Mike’s

Family-owned for more than 60 years

2009 “TALK TO MIKE’S” CAMPAIGN

NETTED 38,000 EMAIL

SUBSCRIBERS

MIKE’S USES EMAIL TO REWARD CUSTOMER

LOYALTY AND INCREASE FREQUENCY

MIKE’S USES EMAIL TO

DRIVE ONLINE SALES

2009 Christmas Holiday Email Online Sales

Promotion

150%Increase in

Online Sales Using Email!

Great tactic for attracting new customers.

Excellent way to add new email subscribers

Why Groupon?

+

KKBWSTD

jbooth@sampleemailaddress.com

jbooth@sampleemailaddress.com

Consumers redeem Groupon at

MikesCarwash.com

+

KKBWSTD

jbooth@sampleemailaddress.com

jbooth@sampleemailaddress.com

62% of consumers who

redeemed Groupons at MikesCarwash.com have become Mike’s Carwash email subscribers!

What can you Learn about Email Marketing from Mike’s Carwash?

When you invite someone to subscribe to your email program, say “Thank You” with a discount coupon.

Send email that is of value to the customer such as special promotions, discount pricing, and exclusive access to sales.

Send email that rewards customers for their loyalty. (It fuels word-of-mouth!)

Use email to drive online sales.  Mike’s eStore is always open and not weather-dependent.

Look for other opportunities to build subscriber base, such as Groupon

5 Tips for Effective Email Marketing

1. Design your websites(s) to engage visitors. Provide multiple opportunities on site to subscribe to email.

2. Use Search and Social Media to attract prospective email subscribers to your website.

3. Send a Welcome Email to each new subscriber. Thank them for subscribing. (Optional: Invite new subscribers to download coupon for purchase.)

4. Create a Subscriber Preference Center. Use it to identify customer needs and interests.

5. Serve subscribers! Deliver information, offers and invitations that are timely and relevant.

5 Tips for Effective Email Marketing

Resources to Help You Get Started.

Whether you’re a savvy designer, a marketer, or an executive, our new Design Toolkit has everything you need to improve your interactive design. In this three-part kit, we’ll help you master three important facets of interactive design:1. Design Philosophy. Seven Design Principles

That Will Drive Customer Engagement2. Taking Design Beyond Email. 5 Easy Ways to

Improve Conversions Across All Interactive Channels

3. Designing for Today. Eight Tips on Designing for Outlook 2007 and 2010

Go to the RESOURCES section of www.exacttarget.com or https://3sixty.exacttarget.com

ExactTarget’s New Design Toolkit

ExactTarget’s New Digital Marketing Resource Guide

• Websites and Blogs• eNewsletters• Books and Whitepapers• Industry Organizations / Associations• Conferences

Stay Current!!

Thank You!Joel BookExactTarget, Inc.

jbook@exacttarget.com EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook