How SMBs Use Email Marketing + Groupon to Drive Sales
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This presentation was done for Groupon business customers who wanted to learn how to use email marketing to accelerate sales.
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How SMBs Use Email Marketing + Groupon to Drive Sales
- 1. Email Marketing 101 How Small Businesses Use Email to Drive New and Repeat Sales
- 3. Teaches companies how to leverage customer data and interactive marketing technology to drive sales, serve customers, and build long-term brand loyalty
- 4. Voted one of the “50 Most Influential People in Sales Lead Management” in 2009Joel Book Principal, Marketing Research & Education Group ExactTarget @joelbook jbook@exacttarget.com
- 5. Digital Media Has Revolutionized Marketing
- 6. Addressable Voice Mobile Email SMS + MMS IM Email Direct Mail Telephone Marketing Media (R)evolution Mobile Email SMS IM Email Direct Mail Telephone IM Email Direct Mail Telephone IM Email Direct Mail Telephone Direct Mail Telephone <1990 1990s 1999 2000s 2011 TV Radio Print Display TV Radio Print Display Website Search Online Display TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Affiliate Marketing Webinars Blogs RSS Podcasts Wikis Social Networks Mobile Web Behavioral Social Media & Ads Virtual Worlds Widgets Twitter TV Radio Print Display Website Search Online Display Paid Search Landing Pages Microsites Online Video Webinars Affiliate Marketing
- 7. What’s Different about Marketing in 2011?
- 8. 1to1 Marketing has Replaced Mass Marketing Marketing has shifted from a one-way broadcast to a two-way conversation. One Size Fits All
- 10. Relevant
- 12. How do Businesses Compete for & Keep Customers?
- 14. Improves Service
- 16. Business Keeping 82% of top marketers report that email is their channel of choice for retention. Source: Winterberry Group, 2009
- 17. Why is Email so Important to Your Business?
- 18. 58% of Online Consumers Begin their Day with Email. Source: ExactTarget SUBSCRIBERS, FANS, & FOLLOWERS Report #1, Digital Morning Full report available at www.exacttarget.com/sff
- 20. Email drives repeat usage.
- 22. Invite customer to contribute to blog
- 23. Reward customer for loyalty.
- 24. Send purchase transaction confirmation
- 25. Thank customer for purchase
- 26. Invite feedback and reviews
- 27. Send product news and service updates
- 30. Provide links to endorsements and videos from satisfied customers
- 31. Reinforce the value they will receive from becoming a customer
- 32. Invite customer to join discussion group on website
- 33. Provide links to product-related resources on website
- 34. Provide incentive to renew or repurchase
- 35. Send purchase-triggered cross-sell offer
- 36. Send Welcome Email; Thank customer for visiting website
- 37. Provide link to Preference Center; Invite customer to identify product needs and interests
- 38. Provide Information to aid purchase decision
- 39. Send invitations to webinars and live events
- 41. How Businesses Use Email to Drive Sales
- 42. LaROSA’S PIZZERIA DRIVES TRAFFIC WITH “DAILY DEAL” SPECIALS
- 43. HUBERT WHITE USES EMAIL TO STAY CONNECTED WITH CUSTOMERS
- 45. WINDSOR JEWELRY USES EMAIL TO STAY TOP-OF-MIND WITH CUSTOMERS
- 46. DREAMFIELD’S USES EMAIL TO FUEL WORD OF MOUTH MARKETING
- 47. Mike’s Carwash An Email Marketing Success Story
- 49. Responsible for Mike’s email programs
- 50. Quarterback of Mike’s successful Groupon campaignSusan Knight Marketing Coordinator Mike’s Carwash
- 52. 37 locations in Indiana and Ohio; Breaking ground for the 38th location in March
- 53. Mike’s Carwash is the 4th largest carwash chain in the country and employs 600 people
- 54. Mike’s uses the most technologically advanced, state-of-the-art equipment available -- 65% of which is manufactured by Mike’s
- 56. MIKE’S USES EMAIL TO REWARD CUSTOMER LOYALTY AND INCREASE FREQUENCY
- 57. MIKE’S USES EMAIL TO DRIVE ONLINE SALES 150% Increase in Online Sales Using Email! 2009 Christmas Holiday Email Online Sales Promotion
- 60. + 62% of consumers who redeemed Groupons at MikesCarwash.com have become Mike’s Carwash email subscribers! KKBWSTD jbooth@sampleemailaddress.com jbooth@sampleemailaddress.com
- 62. Send email that is of value to the customer such as special promotions, discount pricing, and exclusive access to sales.
- 63. Send email that rewards customers for their loyalty. (It fuels word-of-mouth!)
- 64. Use email to drive online sales. Mike’s eStore is always open and not weather-dependent.
- 66. 5 Tips for Effective Email Marketing Design your websites(s) to engage visitors. Provide multiple opportunities on site to subscribe to email. Use Search and Social Media to attract prospective email subscribers to your website. Send a Welcome Email to each new subscriber. Thank them for subscribing. (Optional: Invite new subscribers to download coupon for purchase.) Create a Subscriber Preference Center. Use it to identify customer needs and interests. Serve subscribers! Deliver information, offers and invitations that are timely and relevant.
- 67. Resources to Help You Get Started.
- 68. ExactTarget’s New Design Toolkit 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: Design Philosophy. Seven Design Principles That Will Drive Customer Engagement Taking Design Beyond Email. 5 Easy Ways to Improve Conversions Across All Interactive Channels 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
- 70. eNewsletters
- 71. Books and Whitepapers
- 72. Industry Organizations / Associations
Notas del editor
- Dreamfields uses SEO, PPC and Word of Mouth to attract consumers to www.trydreamfields.comConsumers are invited to register for Dreamfields’ email newsletter and receive a $1 coupon as a “Thank You”In less than three years, Dreamfields has built an opt-in database of 500,000+ consumer email subscribers and 20,000 healthcare professional email subscribersDreamfields uses ExactTarget to deliver offers, recipes, and coupons to subscribers; invites them to visit the Dreamfields page on Facebook where they can exchange their recipes and experiences with other consumersDreamfilelds is now using ExactTarget’s Social Forward capability to invite subscribers to forward Dreamfields email with friends in their social networks. This will have an enormous impact on subscriber database growth and product salesAs of August 20, 2009, Dreamfields sales are up 13% year to date while all other brands in the category are down or flat.For FY 2009, Dreamfields 8.3 million pounds of pasta, a 177% increase over FY 2005Dreamfields has reduced its advertising budget by 95% since converting to its digital marketing strategy
- About Mike’s Car WashOpened in 1948 in Fort Wayne, grown to 34 locations. (28 in Indiana and 6 in Ohio)Family-owned and operated500 employeesEmail Marketing Campaign Drives 60% Increase in Fathers Day Gift SalesUsing email marketing software from ExactTarget, Mike’s Car Wash generated a 60% increase in online purchase of Father’s Day car washbook sales over 2008Current goal is focused on expanding the email subscriber database and using this database to execute targeted one-to-one direct marketing promotions of car wash book sales for events like Christmas, Father’s Day, Mother’s Day, etc.Mike’s Email Subscriber Acquisition StrategyMike’s Car Wash ran its “Talk to Mike’s” survey promotion for approximately 30 days at all 36 of our Indiana and Ohio locations. During that time, approximately 400,000 invitations to take our survey were distributed on receipts. Out of the 400,000 Mike’s acquired 37,907 unique, usable addresses. Only allowed one free wash per email address so repeat customers were not able to receive multiple free washes. The promotion we ran was fairly complex. Mike’s elected to give a free wash to each customer who completed the survey with the extra condition that the free wash would mirror whichever wash service the customer had purchased (Express, Choice or Works). This meant that Mike’s had 3 different emails that could be sent via triggered sends depending on the type of wash the customer had purchased. Another condition of the promo was that each wash coupon code had to be unique. Mike’s accomplished issuing a unique code using ET’s live offer functionality which allowed them to create a barcode image with a unique code automatically at the time the email was sent. The codes used in the emails were pulled from a dataset that Mike’s uploaded into ET’s system. So that Mike’s could send the customer the correct type of wash, Mike’s required the customer to provide their “Sale ID” which is a unique identifier in Mike’s POS system database. Using the Sale ID Mike’s was able to pull their sale information from the POS. Once Mike’s had that data, they used the ET web services API to trigger the correct email. Checking the Sale Id also allowed Mike’s to ensure that the individual taking the survey was in fact a customer and that they had not used the Sale ID to complete the survey before.