ALAN'SEMAIL SERVICE PROVIDER RECOMMENDATION

MAIL CHIMP VS. CONSTANT CONTACT

JANUARY 2017

210 Peachtree St NW, At lanta, GA 30303 • www.alansconfect ions.com Prepared by Maggie Johnson , Market ing Analyst

AGENDAintroduct ion

object ives

target audience

strategies & tact ics

segmentat ion

price

analyt ics

customer service & other features

comparison summary

f inal recommendation

INTRODUCTIONAs the leading upscale bakery, del i , andconfect ionary in the Metro At lanta area, Alan'sstr ives to uphold their reputat ion of qual i ty ,rel iabi l i ty , and fr iendly service by regular ly engagingwith customers through both digita l and tradit ionalchannels. In an effort to dr ive repeat business, betop-of-mind for br ides, and increase cater ingorders, Alan's has decided to implement an emai lmarket ing campaign through which customers wi l lstay informed about menu specials , cater ingoptions, tast ing part ies , and VIP events. As thedigita l market ing analyst for Alan's , I have beentasked with recommending an Emai l Service Providerto carry out our emai l market ing campaign. Includedin this report is a comprehensive overview of bothMai l Chimp and Constant Contact and concludeswith my f inal recommendation for an Emai l ServiceProvider.

OBJECTIVESDRIVE REPEAT BUSINESS

BE A TOP-OF-MIND WEDDING CAKEDESIGNER FOR ATLANTA BRIDES

INCREASE CATERING ORDERS

SOCCER MOM SUSAN

TARGET AUDIENCE

As a stay at home mom,Susan, l ikes to treat hersel fby going out to lunch with

her tennis g ir ls twice aweek. When she isn't eat ingat Alan's , she's most l ikelydrinking a green smoothie

or she is at Panera.

BRIDE-TO-BE BECCABride-to-Be Becca is newly

engaged and fast on thewedding planning train. Her

dream wedding Pinterest boardis quickly f i l l ing up as she

fantasizes about her big day.Oh, and she just said yes to the

$5,000 wedding dress at theGreat Br idal Expo!

LUNCH BREAK LAURENLunch Break Lauren just landed her

dream job at Deloitte At lanta.Lauren and her work wives l ike tograb lunch together a few t imes a

week. They can't even with the ATLlunch rush, so they usual ly only go

to restaurants they can walk to.When they aren't taking their lunch

break at Alan's , they are probs atPanera or Chipot le. Oh, and she is in

charge of off ice cater ing.

STRATEGIES &TACTICS

BLAST EMAILS TO LUNCH CROWD 2X/WEEK (~200K)

SEGMENT BRIDES BASED ONWEDDING MONTH, SEND OUT EMAILS12X/ YEAR

SEND PERSONALIZED EMAILS TO PASTCUSTOMERS REMINDING THEM OFTHE ANNIVERSARY OF THEIR SPECIALOCCASION

FEATURES

SEGMENTATION

Abi l i ty to segmentsubscribers by groupsSend relevant content(August br ides vs. Januarybrides) Subscribers can s ign upfor groups& Alan's can segment withinternal dataIncludes pre-bui l tsegments based onsignup date, engagementlevels , purchase history ,or demographicsSave and auto-updatesegments

SEGMENTATION

Abi l i ty to segmentsubscribers by taggingUse tags to groupsubscribers based oninterests , customerstatus, locat ion, weddingdate, etc.Create emai l l istsAdd custom f ie lds tocontact information

$875/month

$895/month

PRICE

~200K SUBSCRIBERS

~200K SUBSCRIBERS

EASY TO USE FEATURES & DESIGN

Drag-and-dropdesignerMult i -usercol laborat ionoptionsCode your owntemplateDesign inspirat ionexamplesMobi le responsivePre-designedtemplates

EASY TO USE FEATURES &DESIGN Customizable

templatesIntuit ive drag-and-dropexperienceVisual ly impactful cal ls-to-act ion that dr iveengagementPDF to Emai l a l lowsusers to upload a pre-designed PDF and turnit into an editableemai l Mobi le responsivedesignSocial integrat ion

ANALYTICSTrack performance Interact ive graphsMonitor trendsSubscriber act iv i tyreportRevenue reportA/B Test ingOpens by locat ionTrack bouncesManage unsubscribesIndustry comparisonCustomize pr intablereportsTrack emai l domainperformance

a/btesting

ANALYTICS

Engagement reportCompare campaignsCl ick tracking heatmapMobi le open rateConstant ContactApp to trackmarket ing on-the-go

CUSTOMERSERVICE

& OTHERFEATURES

Market ing automationMobi le apps to managereports and send campaignsRobust e-commerceintegrat ionGoogle Analyt icscompatible Integrat ion with other appsand services

Omnivore- Abuse preventioninit iat ive scans contact l ist toprevent bounces and badaddressesKnowledge Base Support Siteprovides step-by-step guides(even a guide to transit ion fromConstant Contact ! )

CUSTOMERSERVICE

& OTHERFEATURES

Online webinars andlocal training seminarsMarket ing blog with t ips& adviceOnl ine tutoria lsPubl ished contact info

Emai l Template Design Helpteam wi l l help design acustom templateMobi le apps to managecampaigns on-the-goSupport page for industryspeci f ic emai l t ipsGoogle Analyt ics compatible

COMPARISONSUMMARYSEGMENTATION

PRICE

EASY TO USEFEAT. & DESIGN

CUSTOMER SERVICE& OTHER FEATURES

ANALYTICS

MailChimp's segmentat ion features are moreuser-fr iendly and t ime-saving than ConstantContact . Not only does Mai lChimp al lowusers to save the segments, but i t auto-updates info regular ly .

With analyt ics being essentia l to continualimprovement, i t is important that Alan's selects theEmai l Service Provider with the most robust analyt icsand report ing package. Both Mai lChimp and ConstantContact integrate with Google Analyt ics , which is aplus. However, Mai lChimp's A/B test ing capabi l i t iesmatched with their extensive reports and graphsmake them the better provider for analyt ics andreport ing.

The monthly cost for roughly 200ksubscribers at Mai lChimp is about $20 lessthan that of Constant Contact .

Mai lChimp offers several easy-to-use featuresand design opt ions that Constant Contactdoes not. Although they both ut i l ize a drag-and-drop interface, Mai lChimp al lows formore customizat ion opt ions that wi l l helpAlan's show their brand in the best possiblel ight .

In regards to customer service, Constant Contactcomes out on top. With extensive support pages,publ ished contact info, webinars, and local trainingseminars, Constant Contact goes above and beyondin making sure their customers are sat isf ied.

When i t comes to addit ional features, though,Mai lChimp does i t best . Unl ike Constant Contact ,Mai lChimp is reaching towards market ing automationand ecommerce integrat ion in order to providesubscribers with the most personal ized and relevantcontent.

WHO TAKES THE CAKE?

THANK YOU!

FINAL RECOMMENDATION

As a f irst step in bui lding out Alan's new emai lmarket ing campaign, I recommend Mai lChimp to beour Emai l Service Provider. After conduct ing acomprehensive review of Constant Contact andMai lChimp, I bel ieve that Mai lChimp wi l l be the besttool to carry out our strategies and tact ics in orderto meet our business object ives of br inging SoccerMom Susan in several t imes a month, being a top-of-mind wedding cake designer for Br ide-to-BeBecca, and reminding Lunch Break Lauren to orderAlan's cater ing for Deloitte 's monthly planningmeetings.

With Mai lChimp's ease of use and wide array offeatures, i t wi l l help Alan's engage regular ly withour customers and ref lect our brand in the best andmost professional l ight .