The Nuts & The Nuts & Bolts Bolts Email Marketing Email Marketing & Online & Online Surveys/Forms Surveys/Forms
Dec 07, 2014
The Nuts & BoltsThe Nuts & Bolts
Email Marketing & Email Marketing & Online Surveys/FormsOnline Surveys/Forms
Some Quick StatsSome Quick Stats
247 billion247 billion
16,000 copies16,000 copies20 million20 million
13.4 billion13.4 billion
What is email marketing?What is email marketing?
Nothing new to the Nothing new to the world of marketingworld of marketing
What is email marketing?What is email marketing?
As marketers we evaluate the following As marketers we evaluate the following with any medium:with any medium:
1. Who are we speaking to?1. Who are we speaking to?
2. What is the goal of this medium?2. What is the goal of this medium?
3. How are we going to measure success?3. How are we going to measure success?
What is email marketing?What is email marketing?
What does deliver?What does deliver?1. Allows for targeting1. Allows for targeting
2. It is data driven2. It is data driven
3. It drives direct sales3. It drives direct sales
4. Builds relationships, loyalty and trust4. Builds relationships, loyalty and trust
5. Supports sales through other channels5. Supports sales through other channels
email marketingemail marketing
How does it work?How does it work?
You’ve got to remember to You’ve got to remember to
BE BE all about it!all about it!
How does it work?How does it work?
BEBE A model representativeA model representative
How does it work?How does it work?
How does it work?How does it work?
How does it work?How does it work?
How does it work?How does it work?
BEBE HonestHonest
How does it work?How does it work?
How does it work?How does it work?
BEBE RespectfulRespectful
How does it work?How does it work?
How does it work?How does it work?
BEBE RelevantRelevant
How does it work?How does it work?
How does it work?How does it work?
How does it work?How does it work?
How does it work?How does it work?
BEBE ConsistentConsistent
How does it work?How does it work?
BEBE PersonalPersonal
How does it work?How does it work?
How does it work?How does it work?
How does it work?How does it work?
BEBE Up-to-dateUp-to-date
How does it work?How does it work?
How does it work?How does it work?
BEBE SmartSmart
How does it work?How does it work?
How does it work?How does it work?
So I can execute it—can I sell So I can execute it—can I sell from it?from it?
$43.62$43.62$6.85 vs. $19.33$6.85 vs. $19.33
11.9 to 27.8 billion11.9 to 27.8 billion
Show me the numbers!Show me the numbers!Medium Direct Mail Email #1 Email #2
# Sent 10,000 Sent 1,000 sent 10,000
Amount Spent $4200 (.42 per) $100 $100
Response/Open 2% 20% 20%
Closing Rate 35% 2% 2%
Avg. Ticket $999 $999 $99
Cost per Response
$21.00 $.50 $.05
# Buyers 70 4 40
Cost per Buyer $60.00 $25 $2.50
Cost per Person .42 $.10 $.01
I can execute, make money I can execute, make money but I have no emails?but I have no emails?
I have very few—should I I have very few—should I email?email?
YES!YES!
So I’ve been emailing…So I’ve been emailing…what’s next?what’s next?
Continue the ConversationContinue the Conversation
Online Surveys & FormsOnline Surveys & Forms1.1. Online surveys are a great way to:Online surveys are a great way to:
A.A. Receive FeedbackReceive FeedbackB.B. Showcase EventsShowcase EventsC.C. Conduct Market ResearchConduct Market ResearchD.D. Communicate with your Communicate with your
employeesemployees
Online Surveys & FormsOnline Surveys & FormsA. Receiving Feedback:A. Receiving Feedback:
a)a) Customer Service Evaluation Customer Service Evaluation FormsForms
b)b) Product ReviewsProduct Reviewsc)c) Product Sampling SurveyProduct Sampling Survey
Online Surveys & FormsOnline Surveys & FormsA. Receiving Feedback:A. Receiving Feedback:
Online Surveys & FormsOnline Surveys & FormsB. Showcase Events:B. Showcase Events:
a)a) Create an event registration formCreate an event registration formb)b) Follow up with a post-event Follow up with a post-event
questionnairequestionnairec)c) Send an evaluation form a friends Send an evaluation form a friends
and family eventand family event
Online Surveys & FormsOnline Surveys & FormsB. Showcase Events:B. Showcase Events:
Online Surveys & FormsOnline Surveys & FormsC. Market Research:C. Market Research:
a)a) Create an online pollCreate an online pollb)b) Conduct a surveyConduct a surveyc)c) Discover new segments of your Discover new segments of your
audienceaudience
Online Surveys & FormsOnline Surveys & FormsC. Market Research:C. Market Research:
Online Surveys & FormsOnline Surveys & FormsC. Market Research:C. Market Research:
Online Surveys & FormsOnline Surveys & FormsC. Market Research:C. Market Research:
Online Surveys & FormsOnline Surveys & FormsD. Employees:D. Employees:
a)a) Send an employee satisfaction Send an employee satisfaction surveysurvey
b)b) Create a company suggestion Create a company suggestion formform
c)c) Publish a quick staff-wide pollPublish a quick staff-wide poll
Online Surveys & FormsOnline Surveys & FormsD. Employees:D. Employees:
Best PracticesBest Practices1.1. Ensure you are going to get response:Ensure you are going to get response:
A.A. Craft a compelling invitationCraft a compelling invitationB.B. Find lots of ways to remind peopleFind lots of ways to remind peopleC.C. Set an expectationSet an expectationD.D. Offer a reward or incentive of Offer a reward or incentive of
some kindsome kindE.E. Tell (and show) ‘em whyTell (and show) ‘em why
Best PracticesBest PracticesA.A. Craft a compelling invitation:Craft a compelling invitation:
a)a) Build it into your sales strategyBuild it into your sales strategyb)b) Create an online video inviting Create an online video inviting
open discussionopen discussion
Best PracticesBest PracticesB. Find lots of ways to remind people:B. Find lots of ways to remind people:
a)a) Paste links on your emails, web Paste links on your emails, web pagespages
b)b) Place information on your delivery Place information on your delivery packets, POP, in store handoutspackets, POP, in store handouts
Best PracticesBest PracticesC. Set an expectation:C. Set an expectation:
a)a) Specify how long it will takeSpecify how long it will takeb)b) Let her know how her Let her know how her
answers/comments are going to answers/comments are going to helphelp
c)c) Let them know when results will Let them know when results will be posted or how they will bebe posted or how they will be
Best PracticesBest PracticesD. Offer a reward:D. Offer a reward:
a)a) Give them a prize/rewardGive them a prize/rewarda)a) Studies have found that Studies have found that
participation increases 5-20%participation increases 5-20%
Best PracticesBest PracticesE. Tell (and who) ‘em why:E. Tell (and who) ‘em why:
a)a) Inform what the purpose of the Inform what the purpose of the survey issurvey is
b)b) How are answers going to be How are answers going to be handledhandled
c)c) Keep the dialogue open—so they Keep the dialogue open—so they will respond againwill respond again