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Email Recommendation

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Email Recommendation

  1. 1. Constant Contact vs. MailChimp Created by: Anna E. Steele January 28, 2016 Alan’s Email Package Recommendation  
  2. 2. Business Objectives Alan’s is a bakery, confectionery, and deli.The deli prepares fresh, locally sourced breakfast and lunch items, and offers catering services. However, we are most well-known for wedding cakes and baked treats. Alan’s has a strong reputation for quality, reliability, and a friendly staff. …………………………………………………………………………………..…………………………………………………   Thus, the business objective is to encourage repeat business through an email program that enables Alan’s to stay in touch with customers.  
  3. 3. Target Consumers Alan’s has 10 locations in the Metro Atlanta area. Shops are located near large office buildings in Downtown Atlanta and in the affluent northern suburbs. Therefore, target consumers include office workers, the lunch crowd, brides, and middle to upper class party - throwers. …………………………………………………………………………………..…………………………………………………  
  4. 4. Strategies Target customers through email with: -  Menu specials of the day -  Place order online -  Reminder about catering options for 10+ people -  Send special emails targeting brides with offers for wine and cake testing parties -  Invite VIPs to “best customer events” -  Offers to cater office Christmas parties, summer picnics, etc. …………………………………………………………………………………..…………………………………………………  
  5. 5. Our Needs The current email database contains 200,000 customer names, sorted by location, and a list of local brides’ email addresses from the Great Bridal Expo. The new mailing system needs the following capabilities: -  Segmentation based on location -  Segment brides based on wedding month and send about 12 emails per campaign -  Send emails out twice a week to the 200,000 person lunch crowd -  Send emails to specialty cake customers to remind them about the anniversary of their special day and Alan’s readiness to help celebrate -  User-friendly interface -  Robust analytics package …………………………………………………………………………………..…………………………………………………  
  6. 6. Service Providers…………………………………………………………………………………..…………………………………………………   In order to choose the best email package, I will be analyzing Constant Contact and MailChimp according to the business’s needs.
  7. 7. Attribute Values Attributes Constant Contact MailChimp Customizable Templates ✓ ✓ Multi-User Accounts ✓ ✓ Marketing Automation ✓ ✓ Segmentation Capabilities ✓ ✓ Reporting Capabilities ✓ ✓ Mobile Apps ✓ ✓ Social Media Integration ✓ ✓ Customer Support Phone, Email, Live Chat, Twitter Self-help, Email Pricing $895/Month $875/Month …………………………………………………………………………………..…………………………………………………  
  8. 8. Segmentation Capabilities…………………………………………………………………………………..…………………………………………………   Preferred: Rather than collect data on each customer and manually tag them according to their data, MailChimp’s segmentation capabilities are more automated and allow for quicker segmentation.   Constant Contact MailChimp Categorizes contacts with tags Segmentation based on: - 100% customizable - Entire list Captures new contacts with sign up tools - Pre-saved segments - Location (radius) - Subscriber activity - Date subscribers were added Discovers similar subscribers based on your lists
  9. 9. Reporting Capabilities…………………………………………………………………………………..…………………………………………………   Preferred: Both options sufficiently meet the needs of Alan’s, but MailChimp offers a more robust analytics reporting package, which makes it easier to track the effectiveness of all marketing efforts. Constant Contact MailChimp Contact growth report Subscriber activity reports Revenue report Revenue reports Engagement report Engagement by country Bounce rate Bounce rate & reason for bounce Unsubscribes Unsubscribes Mobile open rate Website usage metrics Marketing on-the-go mobile app Email domain metrics Track email performance Track email performance
  10. 10. Pricing…………………………………………………………………………………..…………………………………………………   Subscribers Emails Per Month Monthly Cost Constant Contact 150,001 – 200,000 Unlimited $895.00 MailChimp 185,001 – 200,000 2,400,000 $875.00 We estimate that we will send emails out twice a week to the lunch crowd of 200,000. We will also send 12 emails per campaign to brides segmented according to wedding month. Additionally, we will send emails to specialty cake customers to remind them about the anniversary of their special day and Alan’s readiness to help celebrate. This would require about 1,600,000 emails per month to the lunch crowd. If half of the lunch crowd purchases specialty cakes or desserts, 100,000 emails would be sent to them.This leaves 700,000 emails to send to brides, VIPs, offices, etc.Therefore, MailChimp’s standard emails per month is not a restriction and we can choose the cheapest option, MailChimp.
  11. 11. Interface…………………………………………………………………………………..…………………………………………………   When creating emails in Constant Contact and MailChimp, the templates and design possibilities are very similar. Interface feasibility depends primarily on segmentation and tracking/reporting capabilities. I recommend using MailChimp, because the segmentation, tracking, and reporting is easier to navigate and customize.
  12. 12. Integrations Both Constant Contact and MailChimp have countless integration possibilities, including CRM software, blogging platforms, and social media platforms. Below are some of the biggest integrations for each email package. Constant Contact -  WordPress, Facebook, Hootsuite, Salesforce, Outlook, Quickbooks, as well as it’s own social media marketing, events, and surveys. MailChimp -  WordPress, Facebook,Twitter, Salesforce, Magento, Google Analytics, Eventbrite, SurveyMonkey, and all 9 CRM software solutions. Preferred: Social media integration is necessary for Alan’s, and both packages offer integration on all social platforms.Therefore, Google Analytics made the biggest impact when choosing the best integrations package. …………………………………………………………………………………..…………………………………………………  
  13. 13. Customer Support Constant Contact -  7 day a week phone, chat, and email support -  Training and classes offered nationwide and in-person -  Recorded webinars, tutorials, step-by-step guides -  Community forums MailChimp -  24 hour chat and email support Monday through Friday -  Email support during weekends -  Video tutorials -  MailChimp glossary Preferred: …………………………………………………………………………………..…………………………………………………  
  14. 14. Results Either Constant Contact or MailChimp would be a suitable email tool for Alan’s. However, in my opinion, MailChimp is more suitable for Alan’s business goals and email needs. According to the previous analysis, MailChimp has better segmentation capabilities, reporting capabilities, prices, user interface, and integration capabilities.The one drawback to using MailChimp is customer support. …………………………………………………………………………………..…………………………………………………  

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