Email Advertising

Sales Workshop

Integrating Email Case Studies & Specs

Managing Expectations Prospecting & Selling

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o Prospecting email campaigns are different from sending messages to a customer list.

o Email marketing is a hybrid between mass media advertising and direct marketing.

o Sending mass emails to prospects is a new way to attract customers.

o Prospecting email campaigns give you targeted reach at a low, low cost per thousand.

Managing Advertiser Expectations

Advertiser Education …

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Managing Advertiser Expectations

o effective one-to-one targeted medium o significant online traffic o significant, low cost reach o effective for brand building, top of mind awareness o immediate and therefore timely o can be tested and measured

o easily ignored o can be perceived as a nuisance o can be blocked o produces traffic but conversions are low (compared to print)

Pluses and Minuses of Email Advertising

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Managing Advertiser Expectations

RE: NEW IN ROCKFORD

NEWSY HEADLINE

PRODUCTS & Calls-to-Action

SOFT SELL Call-to-Action

COMPELLING & RELEVANT SUBJECT LINE

WEBSITE NAV BAR

OFFERS & Calls-to-Action

SOFT SELL Call-to -Action

HARD SELL Call-to-Action

IMAGE ON TARGET

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Managing Advertiser Expectations

Getting Results … Effective, user-friendly landing pages

Managing Advertiser Expectations

Getting Results: Geographic Targeting

o State o Region o MSA o County o City o Zip code Custom targeting o Retailers’ Trade Area (radius) o Newspaper Zone o Newspaper Circulation Area

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Managing Advertiser Expectations

Getting Results: Demographic Targeting

• Age

• Gender

• Ethnicity

• Occupation

• Education

• Language

• Religion

• Marital Status

• Presence of Children

• Number of Children

• Income: Est. HH.

• Net Worth

• Homeowner/Renter

• Home Market Value

• Dwelling Type

• Length of Residence

• Presence of Pet

• Veteran

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Managing Advertiser Expectations

REPORT AND ANALYZE RESULTS

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Prospecting and Selling

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Talking points … The List

FRESH Email addresses are continuously added to the database.

QUALITY Addresses are harvested from popular websites.

ETHICAL Addresses on the list are 100% opt-in.

ACCURATE Information is self reported by consumers and businesses.

ENHANCED Email addresses are appended with valuable demographic data. TARGETED Email addresses are associated with postal addresses and zip

codes enabling marketers to target campaigns geographically.

ROBUST High volume, near saturation coverage to 6.9 million consumers and 1.1 million businesses in the Chicago MSA and over 250 million email addresses nationwide.

Prospecting and Selling

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Talking Points … The Delivery System

WHITE LISTED Strong relationship with all major ISP’s

REPUTABLE IP Addresses are recognized by both general and commercial ISP’s.

ETHICAL Can-Spam compliant, plus 24/7 monitoring of opt-out functionality.

ACCURATE Real -time-tracking and delivery monitoring.

EFFECTIVE Double the average performance for delivery of prospecting email.

VERSATILE Versioned messaging of subject lines and dynamic personalization.

ROBUST High volume, throttled delivery capable of reaching email boxes during peak day -parts.

Prospecting and Selling

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What advertisers are saying …

Prospecting and Selling

o 68% of small businesses surveyed in mid 2011 by Pitney Bowes listed email a their preferred marketing channel.

o A late 2011 survey of US Small businesses found over a third using email to advertise or promote their business.

o When asked which initiatives they would use to improve website performance the top answer cited was ”send more targeted email”.

o Forrester’s late 2010 survey of US marketers found 88% of B2C firms and 71% of B2B organizations are using email marketing.

o In a 2011 business survey 88% of respondents said they expected their email marketing budget to increase or stay the same over the coming 12 months.

o Email is projected to bring in $39.40 for every dollar spent in 2012, and $35.02 for every dollar spent in 2016.

In a 2011 Focus survey of marketers, the channel cited most often

as the best performer over the previous 12 months was email.

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Vertical: Arts and Entertainment Objective: Show Awareness, Ticket Sales Targeting: Performing Arts Enthusiasts with Children Ages 14-18 in Chicago DMA From: Steppenwolf Theater Subject: New Play for Young Adults - Only 5 Public Performances

Response Analysis

Case Studies

Impressions Opens % Opens Clicks % Clicks % Clicks-to-Opens

41,666 3,516 8.44% 620 1.49% 17.63%

Case Studies

Frequency Campaign: Sustained results & effect of timing and offer

Deployment Date Delivered Opens % Opens Clicks % ClicksClicks-to-

Opens10/12/11 76,847 5,904 7.68% 693 0.90% 11.74%12/14/11 69,000 5,941 8.61% 1,123 1.63% 18.90%01/10/12 75,904 4,968 6.55% 673 0.89% 13.55%01/24/12 69,000 4,712 6.83% 642 0.93% 13.62%03/23/12 84,000 5,533 6.59% 719 0.86% 12.99%

Totals 374,751 27,058 7.22% 3,850 1.03% 14.23%

Email Advertising

Sales Workshop

Integrating Email Case Studies

Managing Expectations Prospecting & Selling

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