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Why Use Email Marketing?
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Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Mar 26, 2015

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Arianna Doyle
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Page 1: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Why Use Email Marketing?

Page 2: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Reasons for Email Marketing

• Increases lead generation and cross selling

• Increases lifetime customer value

• Opens a two-way dialogue with clients & prospects

• Provides instant, measureable results

Page 3: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Today’s Agenda

• What is email marketing?

• How you can profit with email marketing

• Ways to use email marketing

Page 4: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

What is Email Marketing?

• Professional email communication

• Sent to an interested audience

• Contains information they find valuable

Page 5: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

What Email Marketing is Not

• Not spam or junk email

• Not email to people have not agreed to be contacted

• Not excessive or uninteresting content

Page 6: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Why Email?

• 91% of Internet users between the ages of 18 and 64 send or read email

• An even higher number of users ages 65 or older do the same

• 147 million people across the country use email, most use it every day.

-eMarketer

Page 7: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Email Marketing Helps You...

• Acquire New Customers

• Convert Existing Leads Into Customers

• Keep Customers Coming Back

Page 8: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Acquiring New Customers

• On average, it takes 7 touches for a sale to occur.

– Some buy right away

– Others research and try

– Some show interest but don’t trust you

• No matter where customers are, relevant email will help move them further.

Page 9: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Convert Existing Leads

• Without regular interaction leads will quickly lose interest

• Email lets you build trust and keep top of mind awareness

• Allows you to become an authority in your niche

Page 10: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Keep Customers Coming Back

The Value of a Customer:

• You’ve already paid for them

• It’s 6-7 times more expensive to gain a customer than to retain a customer

-Harvard Business Review

Page 11: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Keep Customers (Cont.)

• They spend more:– Repeat customers spend 67 percent more

• They are your referral engine:– After 10 purchases, a customer has already

referred up to 7 people-Bain and Company, 2002

Page 12: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Keep Customers (Cont.)

• Regularly emailing past customers builds loyalty

• Customers remember your company better

• Special offers keep them interested

Page 13: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Use Email Marketing For...

• Promotions

• Newsletters

• Company Announcements

• Saying Thanks to Customers

Page 14: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Promotions

Benefits

• Increase Sales

• Increase Appointments

• Increase Traffic

• Move excess inventory

• Promote brand

• Clear space for new stock

Common Types

• Sales

• Price/Item

• Time sensitive

• Seasonal

• Preferred Customer

• Product

Page 15: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Newsletters

Benefits

• Build Relationships

• Position as valuable resource

• Obtain/Retain mind share

• Educate and Inform

• Generate referrals

Common Topics

• Topics of interest

• Relevant news & events

• Case studies

• Useful product or service info

• Hints and tips

Page 16: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Company Announcements

Benefits

• Generate Leads

• Show momentum

• Attract new partnerships

• Get publicity

• Build or enhance relationships

Common Topics

• Significant events

• Hiring of new personnel

• Adding a product, line or service

• Acquisitions

• New locations

Page 17: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Say Thanks to Customers

Benefits

• Build relationships

• Retain mind share

• Educate and inform

• Show sincere appreciation

Common Topics

• Holiday greetings

• Company anniversary

• Special campaign or event

• Special Company accomplishment

Page 18: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Your Emails Can Go To...

• Customers

• Prospects

• Professional organizations

• Vendors

• Investors and bankers

• Media

• Civic and government leaders

• Employees and family

Page 19: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Email Marketing Advantages

• Email marketing is inexpensive

• Offers immediate results

• Easy to measure and optimize

• Requires no advanced training to start

Page 20: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Instant Feedback

• Analytics let you know instantly how people responded to your campaign.

• You get a better feel for customer interests and preferences

• Helps you to fine tune your entire marketing campaign

Page 21: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Direct Mail Vs. Email

• For the same response, direct mail costs 20 TIMES as much as email

-Forrester Research, Inc.

• Email ROI is the highest when compared to other internet marketing mediums

-Direct Marketing Association

Page 22: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

What Are Email Service Providers?

• Email Service Providers:

– Platform for creating and managing email marketing campaigns

– Contain templates and formatting software for easy email creation

– Manage email lists, sign-ups, analytics, etc.

Page 23: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Why Use Email Service Providers?

• Approved bulk mailers increase deliverability

• Require no technical skill or support staff

• Handle formatting to create professional emails

• Provide list hosting and management

Page 24: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

What’s Next?

• Research email service providershttps://www.senderscore.org/

• Create a plan of action

• Develop your email list

• Design quality branded content

Page 25: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

What’s Next (Cont.)

• Send regular email communications

• Analyze and measure your results

• Consider professional email marketing help

Page 26: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

Questions?

I’m pleased to answer any questions you have about revving up your online sales with email

marketing.

Page 27: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

About Brian Offenberger

Hundreds of millions of dollars in sales and profits, with complete P/L responsibilities ranging from single units doing $4 million in sales to multiple units with combined sales of nearly $500 million.

Page 28: Why Use Email Marketing?. Reasons for Email Marketing Increases lead generation and cross selling Increases lifetime customer value Opens a two-way dialogue.

How to Reach Us

• Toll Free: (877) 563-8054• Fax: (602) 412-3663• Local: (602) 412-3426

• Website: www.aftermarketerclub.com

• Email: [email protected]

• Address: 5530 East Beck Lane,

Scottsdale, AZ. 85254