Email has evolved into a primary means of communication with Customers.  Its capability to execute personalized marketing and promotional campaigns with dynamic personalization has caused email to become one of the most effective tools used in customer retention and promotional efforts.  Email marketing is a cost-effective and packs a powerful punch receiving as much as a 3800% ROI, that is $38 of revenue for every $1 spent!  Email marketing takes little time to plan, implement and deploy your first campaign.  It can be easily tested, evaluated in real time and adjusted mid-stream to optimize the campaign’s effectiveness improving long term profitability and ROI.  All parts of the email creative such as: copy, images, links, headers, offers, subject lines, etc. can be personalized providing relevant, targeted communications to Customers and Prospects that further improve ROI and end-user experience with your Brand.

Email marketing alone fueled by optimized data, or combined with other channels, is a proven effective method to reach a targeted audience.  With the help of our Account Team, Email marketing can be deployed for acquisition campaigns, CRM, cross sell/up sell, surveys, product notification, lead incubation, triggered events, etc.

Email marketing is deployed as an integral part of your Business’ successful marketing mix and is a vital component of a balanced multi-channel strategy.   Email marketing requires a good, competent list building strategy, content development, campaign management and timely deployment.  First in Home has the full service capabilities and best practices to ensure your next email campaign is a success.

Email Marketing gives your business:

  • Lower cost of communication
  • Speed of implementation and Delivery of your message or offer
  • An additional channel of communication to Prospects and Customers
  • Instant Reporting and Feedback
  • Enhanced data intelligence
  • Increased sales conversions
  • Repeat sales
  • An excellent tool for Up-sell and cross-sell of products and services
  • Real-time feedback from your visitors
  • Brand recognition for both on and off line purchases

Some interesting statistics about email marketing:

  • order value of an email is at least three times higher than that of social media. – McKinsey
  • When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. – DMA
  • 6x more likely to get click-through from email campaign than from a tweet- Campaign Monitor
  • 81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email. -eMarketer

For more statistics see attached

Also: 2016 Email Marketing Metrics Benchmark Study by IBM Marketing Cloud

 

List Building

email-list-building

“The lack of a successful strategy is the most significant barrier to the success of an email list” -DMA.

76% of marketers see active growth in their number of email subscribers. –Ascend2

Organic

Email marketing begins with data.  The better the data the better your marketing results.  This is not always easy to implement.  As the above chart by the DMA shows, the many tactics used to implement effective email list strategy vary in their degree of difficulty.  This is why it is always best to develop a strategy that can adapt to the way your Company does business, and then continue to adapt as you learn more.  Some of the main ways to capture email, or build a list organically are:

  • Customer relationship- as part of the relationship email is required.
  • Email Specific Landing pages
  • Content Download Registrations
  • Social Media Integration
  • Website Registrations
  • Subscriber Offers
  • Paid Search
  • Offline/In-Store/Call Center Opt-ins

 Email Append

Marketers can add a large amount of email addresses to any existing database through email appends.  Where terrestrial, or postal addresses lack an email address you can add email addresses through a permission-based email append process that ensures all compliance, and enables you to communicate with those customers, or prospects sooner.  This can be done for both consumer and business data.  Email appends add potential value to both Customer facing and Acquisition marketing efforts.  Summary of Email append process.

Database Enhancement

Marketers can also enhance their Customer or prospect data using demographic, or firmographic attributes from our National Consumer and Business databases, enabling them to perform analytics that fuel personalized, relevant and timely Content that drive increased marketing return on investment (MROI).

New Prospect Database

A Company can also option to build their own custom marketing prospect database from scratch for customer acquisition.  This database can be built for multi-channel purposes, or for email alone.  Using our National Consumer, or Business Databases and all their available demographic and firmographic data attributes, a targeted prospect database can be built that represents a Company’s “sweet spot” (“Customer Profile”).   A prospect list is extracted and submitted for an email append process.  Further analytics such as a Response Model, for example, can be applied to the targeted prospect database to isolate segments further optimizing performance. 

Building an effective email list is the most important strategy for successful MARKETING.  The list is the foundation on which all further marketing is built.  You Email list, once developed, is an invaluable asset for any business looking to communicate with and add long-term, high value Customers.

Acquisition Email

Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey

Companies doing business on the Internet utilize email marketing as a cost-effective alternative to traditional direct mail.  Acquisition email marketing can be done for a fraction of the cost of direct mail, and with over 100 million consumer and business e-mail address available for append, it is now simple for businesses, small-to-large, to promote, extend brand and communicate using email.

If you market to Consumers, select from any of our 500+ available demographics. If you market to Businesses, select by SIC code, industry type, employee size, sales volume, and more. Consumer email address are NOT provided at any time for acquisition campaigns; however, they are available for additional deployments through our service bureau.  All email addresses are third party opt-in addresses and comply with permission marketing requirements.  In many cases our customers will not only append the email address, but also add additional demographic, or firmographic attributes to enhance targeting and personalization. All email campaigns offered are CAN-SPAM Compliant – 100%   

How Acquisition Email works:

List Select: Select your list using hundreds of demographic and firmographic variables, or have Custom database built by First In Home.  See New Prospect Database above.
Deploy & Re-deploy: We send a minimum of (2) email deployments to your target audience
Quantities: 0-100,000 Records (Larger campaigns inquire)
A/B Split: Our automated A/B tracking is available. Test with two or more creatives and our system will automatically adjust to send to the creative that is performing the best.
Creative consultation – We can help you develop an HTML creative that will get delivered.
Tracking: Robust & accurate tracking reports include: Opens, Clicks, Soft Bounces, Hard Bounces, Unsubscribe, Clicks, etc. 

Post-deployment:  Throughout the process, we will implement Lead Incubation/Nurturing to the responders who showed an interest in your product or offer. For example, a simple tailored campaign to send the “openers” a second message, while the “clickers” will receive another.

After a series of deployments, First In Home will send you the email, postal, and contact information for those responders who opened and/or clicked your message.  We can even append phone records clearing the Do Not Call to these responders.  These “hot leads” are perfect for your sales team to follow up.  The leads can also be set up and loaded into our Sales Optimization tool to ensure lead optimization, follow through and control over the sales process.

Customer Retention

Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. – QuickSprout

53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. – DemandGen

Your customer database is the most powerful asset in your arsenal.  Your Customers have an established relationship with you.  They have purchased your products and services, and along the way may have provided you with additional profile, feedback and survey information.  You can further enhance your customer database with demographic, or firmographic attributes to support segmentation, profiling and analytics that enable you to send personalized and relevant communications on a timely basis.  Email is therefore the optimal tool in your arsenal for CRM, retention and increasing long-term Customer value.

Email is ideal to send dynamic newsletters based on customer profile information and interests, or promotional offers based on prior interactions, previous purchases, special events, etc.  Email is great to remember Customers’ special occasions such as birthdays and anniversaries as well as important product/service reminders and life style/triggered events.  

We offer a Do it Yourself (DIY) platform that enables you to design, target, launch and track your own permission-based email marketing programs, or we provide full service hands on campaign management.  We work with our technology partners and your in-house team to connect your data points and provide full web site and CRM integration.

Customer Surveys

Learn more about your Customers.  Learn how your Company is performing.  Find out what makes your prospects convert.  First In Home will work with your team to learn about your Company, its products, its service issues and challenges, feedback regarding user experience, etc.  It costs 10 times more to lose a customer then to keep one.  Learn more about your customers and what will make them long term, high value customers for life.

Customer Newsletters 

83% of B2B marketers use email newsletters for content marketing. – Content Marketing Institute

Provide added value for your customers by keeping them in the loop on all the things going on in your company that will be of interest to them.  Include industry items and new products, or white papers you want your customers to be aware of.  Become a thought leader and provide a place of continuous education to your customers, and, at the same time, keep them engaged.  Maintaining communications with your customers is vital in the continuous battle of retention.  Engaged customers are less likely to defect.

Customer Marketing

77% of ROI comes from segmented, targeted, and triggered campaigns. – DMA

Over time you have built up a good amount of information about your customers and now you can put that to good use.  By segmenting the data and providing more personalized offers you will improve results and increase the revenues generated from your existing Customer centric promotions.  Whether your company wants to send a generic blast, personalized promotion, grand opening for specified area, ongoing loyalty and concierge programs, holiday sales, etc., we will make your next email campaign a successful one.

Customer, or “Triggered” Events

Your customers want to be remembered!  Send them something to remember a special occasion: a birthday, an anniversary, renewal, a graduation, abandoned shopping cart, warranty notifications, etc.   By providing us with the database gathered by you, we will set up a program that will grab those records and send them the designated communication/offer you have designed, or have chosen from one of our templates, and keep remembering you!

Email Permission Marketing- Promotional

72% people prefer to receive promotional content through email, compared to 17% who prefer social media. – MarketingSherpa

Email is an enormously powerful and cost-effective marketing tool often costing a fraction of traditional direct mail programs, yet delivering far superior results.  It is one tool a company cannot be without in today’s battle to retain the customer.  Send out promotions via email to your customers based on their past interactions, buying and browsing patterns and profile information.  Sound out rewards statements and offers, coupons for special sales, personalized promotions designed just for the recipient, etc.  Any type of promotional to your customers can be easily and quickly deployed using email marketing.

Closed Loop and Reporting:

  • Closed Loop Option1: Customer receives a follow up list via email of all those new Prospects emailed who have opened (acquisition), or clicked through with phone numbers clearing the Do Not Call , where available.  All hot leads can also be loaded into our Sales Optimization platform for direct access to sales automation, follow up and pipeline processing by your sales team.
  • Closed Loop Option 2: Customer has a Web Landing Page, or Micro Site  set up and hosted by First In Home, or at the Customers’ hosting facility.  The mail piece can contain a URL, or PURL for recipient landing page where upon visiting, clicking, downloading, purchasing, or submitting their information the loop has been closed.  Lead Incubation/Nurturing  is another logical stage added to this and option 3 at the call center as a follow on stage to email capture with prospects “sitting on the fence”.   All leads can also be loaded into our Sales Optimization platform for direct access to sales automation, follow up and pipeline processing
  • Closed loop Option3: Inbound Toll Free Numbers for campaigns to track inbound calls for a campaign.  Again both Lead Incubation and sales optimization can be deployed here as well.  The former to initiate an automated campaign via email to incubate and nurture prospects.  The latter to hold all leads, ensure follow through and effect reporting on the tele-sales portion of the campaign 
  • Closed loop Reporting: Live campaign reporting is provided for all email campaigns showing:  List size, delivery rate, opens/rate, click throughs/rate, conversions/rate, unsubscribes/spam, call ins and historical comparisons.  Conversion is dictated by what the Customer defines the goal of the campaign as, i.e.: email capture and lead incubation vs. sale of product.  In the case of conversions, they can be tracked upon email capture, form submission, or sale.  If the latter, some form of shopping cart integration will be set up to receive the conversion data, or a file match back is done where sold transactions are matched back to the mailing file.  The result of conversion tracking provides full ROI calculations for the campaign.

Email Success: What Are the Key Metrics?

List Size

The first metric is the starting point – your email list size. When your email list is smaller, it’s likely that all the names on your email list are loyal to your brand and should expect higher open rate and user engagement. As the list grows, it consists of a less passionate audience; hence, you are likely to see open rates, click-through rates, and even conversion rates drop to lower levels. Before you can determine the success or failure of any email marketing campaign, you’ll need to take a look at your list size and think about what type of users are likely to be on your list.

Deliverability – Delivered Rate

Email deliverability, or delivered rate is the number of emails sent that were actually delivered to recipients. It’s not the number that arrived in the inbox – deliverability rate may include emails that ended up in spam or junk folders.  It tells you how many “bad addresses” or “bounced” addresses you had on your email list. A healthy email list, and one that will not incur sender reputation penalties, will have a limited number of bad or bounced addresses.  If your deliverability rate is low (or the number of undelivered email addresses is high), your list requires immediate attention to restore it to full health.

Open Rate

Email open rate is the number (typically presented as a percentage) of people who received your email and then opened it.  Since the first step of any successful email campaign is getting people to actually open your email, open rate is a critical metric to both monitor and constantly improve upon.

Click-Through Rate

Click-through rate can be the total number of clicks from your email to pages on your website, or it may also be presented as the total number of individuals who clicked through your email to a landing page.

Conversion Rate

Conversion rate is the metric that determines how many of the individuals that you emailed made a revenue-generating transaction or signed-up at your website.  You’ll have to accommodate your conversion tracking with an internal system.  Google Analytic’s goal tool and referring sites tools are an acceptable out-of-the-box solution for this challenge.

Unsubscribe and Spam Complaints

This refers to the number of unsubscribe requests or spam complaints that your emails are generating. A high number of unsubscribe or spam complaints mean that you are jeopardizing the health of your email marketing list and your sender reputation, and that your content or offers aren’t compelling. 

In the event that your unsubscribe requests or spam complaints exceed two percent, it’s time to do some serious investigation into the timing, content, and frequency of your email sends.

Historical Comparisons

You’ll want to not only track the above metrics individually but using a method that compares them to previous email sends. Be sure to optimize both year-over-year, month-over-month and send-to-send metrics to track email engagement activity. You may learn simple best practices that can make your email program more effective.

 

All consumer and business mailing lists and count/query system are provided by the parent company First In Home LLC.

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