2. Managing Advertiser Expectations
Advertiser Education …
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.
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3. Managing Advertiser Expectations
Pluses and Minuses of Email Advertising
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)
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4. Managing Advertiser Expectations
COMPELLING & RELEVANT
RE: NEW IN ROCKFORD SUBJECT LINE
SOFT SELL
Call-to -Action
WEBSITE
NAV BAR
NEWSY
HEADLINE
IMAGE
ON TARGET
HARD SELL
Call-to-Action
PRODUCTS &
Calls-to-Action
OFFERS &
Calls-to-Action
SOFT SELL
Call-to-Action
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6. 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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7. Managing Advertiser Expectations
Getting Results: Demographic Targeting
• Age • Religion • Homeowner/Renter
• Gender • Marital Status • Home Market Value
• Ethnicity • Presence of Children • Dwelling Type
• Occupation • Number of Children • Length of Residence
• Education • Income: Est. HH. • Presence of Pet
• Language • Net Worth • Veteran
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10. Prospecting and Selling
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.
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11. Prospecting and Selling
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.
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12. Prospecting and Selling
What advertisers are saying …
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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13. Case Studies
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
Impressions Opens % Opens Clicks % Clicks % Clicks-to-Opens
41,666 3,516 8.44% 620 1.49% 17.63%
