Email-Marketing-For-Your
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Transcript Email-Marketing-For-Your
Proposal for Permission
Marketing
“Carrying value to our
recipients”
Objectives
REACH THE INBOX!
Experience/Knowledge
Increase ROI
Increase Sales
Increase Knowledge
Cut expenses in Marketing Dept.
Current Marketing Situation
APR Counter markets counter days
APR REPORTER
Word of Mouth
Personal Selling
Advertising
Involvement in Industry Events,
Newsletters, Magazines
Market Segmentation
HVAC
PLUMBING
AIR CONDITIONING
COMMERCIAL
RESIDENTIAL
GEOGRAPHICAL
SALESMAN
Workload
Ryan
Management of customers/profiling, liaison to senior
level, Metric Analyzer
Dan
Template Creation
IT help/layout
Liason to Listrak
Catherine
Administrative
Construction of Content
To Do List
Email Acquiring
Profiling of Email List
Profile Maintenance
Template Creation
Newsletter
Product Announcement (Sales)
Email Content Creation
Develop Metrics for Success
Comes from Senior Level & Beth
Click Rate
Continual Education in Email Marketing through webinars and Listrak
provided programs
SWOT Analysis
Strengths
Market Position
Growth Strategy
Willingness to invest in technology
Weaknesses
Slow with Marketing
Economy
Starting from scratch
• May be a strength?
SWOT Cont.
Opportunities
Expand into E-Newsletters/E-Marketing
• Interactive media such as video
Threats
Competition is already doing!
• Pierce Phelps
Magazine/Newspaper Industry in trouble
• Ad revenue down as much as 50%
• Cutting Circulation 6- 8% and RAISING PRICE!!
People HATE Spam
Email Acquiring
Mailing List on Website
Email Question on Credit App
Call Center when calling on new
customers
Research Customer’s websites
Converting customers to email billing
CUSTOMER EMAIL LIST 4.24
Send out “Permission Email”
Survey
Survey
Begin segmentation of customer
Obtain Emails not in our system
Incentive to customer for completing and
receiving an email
2 surveys
Electronic
Handwritten
Sample Survey.doc
Target
Decision Makers
within companies
Owners
Buyers
Service Men
Content
APR
Promotion Email
• New Product Announcement
Newsletter Email
• Eddie’s Training
• APR Press Release, Awards, New Branches
• APR Reporter info
• APR XVI Rewards
• Calendar of Events
OASIS
Promotion Email
Newsletter
Short Term Goal
Increase Sales Dollars
Develop Metrics with Terry
Increase profitability of Marketing
Develop Metrics with Beth and John
Gain 2,000 useable AND subscribed
customer emails
Increase our conversion rates from
flyers to emails
Long Term Goal
5 Year Plan
Email Market “EVERY” customer
Decrease in Marketing Expenses
Reducing APR Reporter Newsletter costs to set
metric (Terry/John)
Reduce customers dependency on mailing flyers
Use Email Marketing Software to cascade
messages to all Employees with email
Maintaining Course
Quarterly/Semiannual surveys on email
marketing to customers to gain
feedback
Monthly Content meeting with Sales
and Marketing to lay out Quarterly
plans
Oversight from senior team on progress
References
Vistage; Foss, Troy “How to Use Email to Drive Sales: Get the Highest
ROI with Email Marketing” www.vistage.com/featured/how-to-use-emailto-drive-sales.html September 2009
The Wholesaler; Schmitt, Rich “Put Marketing to work on customerrelated tech initiatives” December 2008
Elsevier; Kirby, Justin and Marsden, Paul “Connected Marketing the Viral,
Buzz, and Word of Mouth Revolution” Burlington, MA 2006
Ezine Article; Crane, Peter “Email Marketing Frequency – How often
should my company send emails” http://ezinearticles.com/?EmailMarketing-Frequency---How-Often-Should-My-Company.....February
2009
FOLIO Magazine Article; Stableford, Dylan “Newspaper Industry Sees
Biggest Ad Revenue Decline in More than 50 Years” March 2008