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Why Use Email Marketing?
Reasons for Email Marketing
• Increases lead generation and cross selling
• Increases lifetime customer value
• Opens a two-way dialogue with clients & prospects
• Provides instant, measureable results
Today’s Agenda
• What is email marketing?
• How you can profit with email marketing
• Ways to use email marketing
What is Email Marketing?
• Professional email communication
• Sent to an interested audience
• Contains information they find valuable
What Email Marketing is Not
• Not spam or junk email
• Not email to people have not agreed to be contacted
• Not excessive or uninteresting content
Why Email?
• 91% of Internet users between the ages of 18 and 64 send or read email
• An even higher number of users ages 65 or older do the same
• 147 million people across the country use email, most use it every day.
-eMarketer
Email Marketing Helps You...
• Acquire New Customers
• Convert Existing Leads Into Customers
• Keep Customers Coming Back
Acquiring New Customers
• On average, it takes 7 touches for a sale to occur.
– Some buy right away
– Others research and try
– Some show interest but don’t trust you
• No matter where customers are, relevant email will help move them further.
Convert Existing Leads
• Without regular interaction leads will quickly lose interest
• Email lets you build trust and keep top of mind awareness
• Allows you to become an authority in your niche
Keep Customers Coming Back
The Value of a Customer:
• You’ve already paid for them
• It’s 6-7 times more expensive to gain a customer than to retain a customer
-Harvard Business Review
Keep Customers (Cont.)
• They spend more:– Repeat customers spend 67 percent more
• They are your referral engine:– After 10 purchases, a customer has already
referred up to 7 people-Bain and Company, 2002
Keep Customers (Cont.)
• Regularly emailing past customers builds loyalty
• Customers remember your company better
• Special offers keep them interested
Use Email Marketing For...
• Promotions
• Newsletters
• Company Announcements
• Saying Thanks to Customers
Promotions
Benefits
• Increase Sales
• Increase Appointments
• Increase Traffic
• Move excess inventory
• Promote brand
• Clear space for new stock
Common Types
• Sales
• Price/Item
• Time sensitive
• Seasonal
• Preferred Customer
• Product
Newsletters
Benefits
• Build Relationships
• Position as valuable resource
• Obtain/Retain mind share
• Educate and Inform
• Generate referrals
Common Topics
• Topics of interest
• Relevant news & events
• Case studies
• Useful product or service info
• Hints and tips
Company Announcements
Benefits
• Generate Leads
• Show momentum
• Attract new partnerships
• Get publicity
• Build or enhance relationships
Common Topics
• Significant events
• Hiring of new personnel
• Adding a product, line or service
• Acquisitions
• New locations
Say Thanks to Customers
Benefits
• Build relationships
• Retain mind share
• Educate and inform
• Show sincere appreciation
Common Topics
• Holiday greetings
• Company anniversary
• Special campaign or event
• Special Company accomplishment
Your Emails Can Go To...
• Customers
• Prospects
• Professional organizations
• Vendors
• Investors and bankers
• Media
• Civic and government leaders
• Employees and family
Email Marketing Advantages
• Email marketing is inexpensive
• Offers immediate results
• Easy to measure and optimize
• Requires no advanced training to start
Instant Feedback
• Analytics let you know instantly how people responded to your campaign.
• You get a better feel for customer interests and preferences
• Helps you to fine tune your entire marketing campaign
Direct Mail Vs. Email
• For the same response, direct mail costs 20 TIMES as much as email
-Forrester Research, Inc.
• Email ROI is the highest when compared to other internet marketing mediums
-Direct Marketing Association
What Are Email Service Providers?
• Email Service Providers:
– Platform for creating and managing email marketing campaigns
– Contain templates and formatting software for easy email creation
– Manage email lists, sign-ups, analytics, etc.
Why Use Email Service Providers?
• Approved bulk mailers increase deliverability
• Require no technical skill or support staff
• Handle formatting to create professional emails
• Provide list hosting and management
What’s Next?
• Research email service providershttps://www.senderscore.org/
• Create a plan of action
• Develop your email list
• Design quality branded content
What’s Next (Cont.)
• Send regular email communications
• Analyze and measure your results
• Consider professional email marketing help
Questions?
I’m pleased to answer any questions you have about revving up your online sales with email
marketing.
About Brian Offenberger
Hundreds of millions of dollars in sales and profits, with complete P/L responsibilities ranging from single units doing $4 million in sales to multiple units with combined sales of nearly $500 million.
How to Reach Us
• Toll Free: (877) 563-8054• Fax: (602) 412-3663• Local: (602) 412-3426
• Website: www.aftermarketerclub.com
• Email: brian@aftermarketerclub.com
• Address: 5530 East Beck Lane,
Scottsdale, AZ. 85254
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