Email Marketing pt. 1
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00:00Okay, guys, welcome. Thanks so much for joining. Happy Labor Day. I hope you all had a wonderful
00:08holiday weekend. You relaxed, you spent family time, and now you feel rejuvenated and refreshed
00:15for this Tuesday. We have a lot to cover in 30 minutes. Today we're covering email marketing.
00:22It's part one of a two-part series, and we have some new faces on today's call that we haven't
00:28had before. We have Samantha Grande, Digital Marketing Coordinator with us, and Blair Williams,
00:34Digital Account Coordinator, and then we have back Dan Deanna, Director of Sales for the Dedicated
00:40Team in Philadelphia. So we are all going to cover first an overview of email marketing,
00:47then the importance of email marketing, our solution, audience-targeted emails, go through
00:52all of our capabilities, and then the good-to-know information, of course, at the end. At the end of
00:57this session, I'll go through what we're going to be discussing in part two of email marketing in two
01:03weeks. Before I hand it off to Dan to kick us off into email marketing, I just want to cover a few
01:08updates with you. Next slide, Kim. First, we have Salesforce how-to guides that will be available
01:19on Friday. They are one-sheeters that go through a step-by-step visual to understand everything we're
01:26doing in Salesforce. So they're quick visuals to look at, but they will have a link to many videos
01:32if you want further information. So I hope if you have a small question or just forgot how to do
01:37something, these will help you, and then you can get more detail into the videos. So in the Finish
01:42Strong Friday email that's sent out between 8.30 and 9 on Friday, I will make sure that the link is there
01:49so you guys can find them in Academy. The second update is Fuse has two new features. First one,
01:59there is now a built-in lead times. And these lead times are based around turnaround times of the ticket
02:05request. So right now, they're available for the creative team. They're already live. And then this
02:09week, they will also be available for the fulfillment team. So it's going to force us, the users, to
02:15actually check a date off based on the turnaround time of the request. So it's going to keep everyone
02:22on the same page and keep everyone under the same expectations. And the second new feature is
02:29assignment kickoff emails are now in place. So the fulfillment team has the ability to mark a checkbox
02:35so they can receive email notifications when something is assigned to them. So everything's organized and no one
02:41misses anything. I'll also have more detail on this on the Finish Strong Friday email that goes out
02:47Friday. And that's it for our updates right now. And now I'm going to hand it off to Dan to kick us off
02:53into email. Hey, good morning, everybody. Hope you're doing well and hope you had a great family fun
02:58weekend. Email marketing. When we think about email marketing, we think one thing, and I'm going to bet
03:06our clients are thinking another. And I want to spend a moment or two before we dive into what
03:12certainly our offerings are, to probably put yourself in the shoes of what our clients are
03:18thinking. So you go out and you say, I want to pitch email marketing. You're pumped to do it. You're
03:24listening to their needs. And you come back with a solution. And they're thinking, I already have email
03:29marketing. And it's free or it's very little cost. Why would I spend money on email marketing?
03:36What are they thinking? The screen that's up there right now shows you some of the larger what they
03:43call ESPs, email service providers that are out there in the market right now. All right. In their
03:49eyes, probably our clients are dealing with MailChimp, Constant Contact, Emma, I see on there,
03:56Aweber, Maripost. And as you can see, many, many more. And by the way, it's beyond this.
04:03This is just a quick snapshot. What they're thinking of is their own email list with their
04:08own opt-ins. People have either signed up through a sign-up form online or a trade show or an
04:16advertisement online or business cards that they receive. But these people have come in and requested
04:23information. Something that's so, so, so important is they're taught spam. And I'm going to talk about
04:30spam a couple of different times today. But they're taught spam. And what's spam? Spam is sending emails
04:36that you didn't ask for, long and short. Email spam, also referred to as drunk mail, is unsolicited message
04:44sent in email. Now, when you look at this list, who's the best known? Who's the largest? MailChimp by far
04:53is the largest. MailChimp has 20 million customers. To put that in context, I want to talk about market
05:00share. Constant Contact is probably the second largest. And they have 600,000 customers. 20 million,
05:09600,000. That's a crazy market share differentiator. But when you look at what, what MailChimp has done
05:17is they have a free offering. And that's why I say most of these customers are getting email marketing
05:23for free. If you have fewer than 500 email contacts, which a lot of our hyperlocal customers probably are
05:30in that range, they're probably doing their own email marketing for free. So next slide, if I can, please.
05:39What the people have done is their list of people who have subscribed or double opted in and have
05:44asked for those emails. Now, when we look at our solutions, MMI and site impact, picture that the
05:51cold calls of email marketing. Okay, people have agreed to receive marketing emails for products and
05:59services that fit their needs. So they haven't actually asked for it from AAA roofing. But they have said,
06:08I'd be interested in seeing some roofing ads that come across. So picture the cold calls. This is not
06:14spam. Okay, our clients can oftentimes think of that this is going to be a spam. No, these people have
06:20opted in and have 100% want these, you know, want these advertisements and these emails coming across.
06:28So I want you to get over that hurdle. The first thing before we dive into everything that we're
06:33talking about is, when we say email to our clients, they're probably thinking up here and we're over
06:38here. And that's extremely important as we dive into this. So Ashley, back to you.
06:45Thanks, Dan. We wanted to start with making sure we talked about this because we think it's so
06:51important to decipher between the two. Next slide, Kim. So let's say we're talking to someone who has
06:58not done email marketing before. And we're really trying to shed light on why email marketing is
07:04important. Well, the big five can help you remember some key points to talk through with your
07:10advertisers. Number one, email is a complimentary activity. People are checking their emails all the
07:16time, like we know, multiple times an hour on multiple devices. And they're checking their email
07:20while they're doing other things. 69% of the time, people are checking their email while watching
07:26television. And 79% of the time, people are checking their email while on vacation. So what this means
07:33is people are always, always on email. Number two, permission-based. 77% of people prefer to get
07:41permission-based promotional messages via email rather than direct mail, social text, and phone.
07:48Permission-based, like Dan just said, opt-in. So yes, I would like to receive messages from this type of
07:54category. Targeted. Email marketing is another great way to target the right person at the
08:02right time with the right message. There are so many micro moments throughout an advertiser or a
08:08consumer's day to influence buying decisions. And email marketing is huge because people are always on
08:13email. Next slide, Kim. Measurable and trackable. In-depth analytics and tracking capabilities so we can be
08:22very strategic about our campaigns. And number five, it's effective. When it comes to building
08:28relationship, email is still the most business-y type of medium. It actually tops the number of active
08:34users as well, with nearly three times the amount of Facebook and Twitter users combined. So what that
08:41means is lots and lots of users means lots and lots of data behind those users to be able to target
08:48effectively. All right, back to you, Dan. Sure. So I want to put some stats around email and really sell
08:57why we should be selling this and why it should really be part of almost every solution we're talking
09:03to our clients about. All right. I want you to look at this for a moment. 294 billion emails in 2019
09:13were sent each day. Each day. We're not talking weekly, monthly, annually. Each day. They're expecting
09:22that to increase to 347 billion daily emails by 2022. That's an 18% increase over that time period.
09:33Next slide, if we can, please, Kimberly. So what do I want you to walk away with today as you're going in?
09:41You know, the dream is email works. Email works. People get response. So often when we're selling
09:49advertising and you're talking to clients, they're like, well, how can I be sure that I'm going to get
09:53the ROI? Guess what? Email has one of the best ROIs built in. A 4,300% return on your investment.
10:02Some other stats that just jump out at me on this. 60% of marketers believe that email marketing has a
10:08positive ROI. You can't find that with all the different ads. You know, 56% of companies
10:14plan on increasing the amount of their email this year. They're looking to do more. They
10:19understand that it works. It feels good for them. We can sell them and help come up with that solution
10:25for them. 40% of qualified leads come from email. Some other stats that I found when I was doing this
10:32that aren't on the screen, 94% of adults use email marketing while in business. $44 and 25 cents
10:41is the return on investment for every dollar you spend. So you spend one, you're going to get $44
10:48and 25 cents back on average. And 66% of consumers made a purchase online as a result of email marketing.
10:57There's some incredible, incredible stats. So as we go out and we're talking to our clients, email should
11:04be an important part of every single pitch we do. Because when we look at what works, what gets the ROI,
11:10what gets our customers that return they're looking for, email has the stats behind it. So I'm going to turn
11:17it over to Blair at this point.
11:18Hi everyone. Kimberly, you can go to the next slide. And the next one. Here we go. For people who,
11:32if you don't formally know me, my name is Blair Williams. I work for the pre-sales process
11:39on the pre-sales side for pod two. So nice to meet everyone who don't know me. So I'm going to get
11:49into the data and targeting aspect of email marketing. So here, this slide, I want to mainly
11:56focus on what the key points are in the gray rectangle. So basically we have very good quality
12:04data that powers successful campaigns all the time. So we have fresh data that comes in monthly.
12:13All of our data is, everybody has to be opted in, double opted in. So we have reliable and clean data
12:20that we use. Everybody has to give their consent. So all the emails that we have on file are in our
12:29database are, you know, reliable and legitimate. We're not just grabbing a list from online that we
12:35search. They have to be opted into our database. So our data is clean and reliable and it's, it's good
12:42quality. Next slide. So data hygiene, basically we want to just kind of go over this. We work off the list
12:52when we get our list. It's a clean list. It's all of, you know, all of the email address are,
13:01addresses are dedupe. So we don't have any, you know, double addresses that we're sending emails to. We
13:08don't have any invalid addresses. It's all a clean list that we're sending the email to. The data is all
13:17permission based. Every piece of information we have on each consumer record has been collecting,
13:22utilizing transparent privacy policies, terms and conditions. We work with and follow the big data
13:29companies in the country, ensuring we are compliant with privacy laws. Some companies that we work with
13:35include Experian and Dunn and Bradstreet. And for email addresses, there are two methods to sign
13:41up, opt in and double opt in. And our database is a mix of both. Next slide, please. So targeting. So this
13:50is, we're going to get into the next two slides as well, but basically we can target up to, we have
13:57close to 750 selects available that we can target. So we can use geography, interests, behaviors,
14:05demographics, and firmographics, which is good for B2B. So if you want to go to the next two slides,
14:12um, it is basically we just want to include our screenshots of our select system. So as you can
14:20see the geography in the top left hand corner, we can target based on state, DMA, county, city, zip code,
14:27etc. We have the occupation, we have interest, we have net worth, pretty much everything, um, you could
14:33possibly think of that we can target here. Um, so just a good example, we've done a lot of campaigns for
14:40blood and plasma centers right now, um, because of the pandemic. So under the donor, we have health
14:46donors. So we've been, um, doing a lot of campaigns where we're targeting health donors in a specific
14:52geographic area. Um, the election is also coming up. So you, if you have a client that's, you know,
14:59a Republican for a specific county, we can target specifically Republicans in that specific area.
15:07So those are just a few examples, but as you can see from these selects, we have a ton to choose from.
15:13Um, and yeah, a ton of selects to choose from that you can go through. And then if you go to the next
15:19slide, um, the business selects on the top left hand corner, we can also do B2B. So just looking at
15:26there, you can just see what kind of targeting we can, we can go with the B2B side of things as well.
15:32Um, and then the next slide is our good to know slide. So targeting a specific audience instead of
15:40saturating a large amount of people in a geographic area, basically, if you want to send 50,000 emails
15:46to, um, you're not just sending 50,000 emails to people in Tampa, Florida, you're sending
15:5550,000 emails to a specific audience that you want to reach in Tampa, Florida. So we're just,
16:01we have that specific audience. We have that capability. Um, and it's before submitting the
16:08sold order, it's definitely recommended to get counts, um, from your pod team. And what I mean
16:14by this, if you have a specific client that wants to, you know, reach a specific audience, um, in an
16:21area, in a specific area, um, definitely get with your pod team, let us know, and we will get counts
16:27pulled for you. So say if you want to target, I don't know, Republicans in a, you know, a specific area,
16:33and it only comes back as 10,000 instead of the 50,000 that you want to submit, we would have to
16:39either broaden our geographic area or put another select in. So it's definitely recommended to get
16:45counts, um, pulled before you get the actual sold order in. So you don't, um, have any disappointed
16:51clients or whatnot. So counts take us usually, they're pretty quick. We're pretty quick about getting
16:57them back to you, but definitely give us at least one to three business days to get them back to you.
17:02Um, and then the last thing I wanted to know, if there is a specific audience not found in the
17:07system, it's important to know that we can reach a similar audience based on net worth, interest,
17:11home value, et cetera. I mean, you saw all the selects in there. So say if we wanted to reach doctors,
17:17um, we don't have a specific occupation that says doctor, but we have, um, health, health care or health
17:23services or something. So we can target that specific occupation and then overlay another
17:30select, say we wanted to do like household income because doctors usually make, you know,
17:36more than the average, you know, consumer or whatnot. So, um, we can overlay stuff like that and still
17:42reach who we want to target. So just want to put those few last notes in there. Um, and yeah,
17:50that's pretty much it. Thank you. Passing it off to Sam. Thank you, Blair. Um, so my name is Samantha
17:57Grandy. I'm the digital marketing coordinator on the corporate digital team and I'm specifically with
18:03pod one. Um, so Blair talked about the targeted emails and I'm going to go into a little bit
18:09of the other capabilities that we have within email marketing. Next slide, please. Thank you. Um,
18:15so once we send a targeted email, um, we can do a couple different things. So we can retarget via
18:22display ads or Facebook ads. Um, the client or advertiser can purchase a wholesale list and we can
18:29redrop a couple different ways. So when we retarget via display ads or Facebook ads, um,
18:36we're sending display ads to those users who have opened your email app, your email within the
18:42deployment. And then let's say, um, you want to send more impressions than we have within the account.
18:48Um, we can backfill with a lookalike audience and the CPM is $15 for that. Um, and then our next option
18:55is here, the postal list. So let's say your advertiser is interested in sending a direct mail campaign along
19:02with their email deployment. They can actually purchase that postal list of the same, um,
19:09of the addresses, the postal addresses of those users who we sent the email to. And that's going
19:14to be a hundred dollar fee per list. Um, and then our different redrop types. So let's say you want
19:20to send a hundred thousand impressions per month, uh, to a certain email account. I would actually recommend
19:27sending 50,000 and 50,000 so we can get that frequency. Um, so you can either resend to the
19:34people that have opened, you can send to the people that have clicked. And then again, you can always
19:38backfill within the account. Um, there are situations where I have eight years that I work with that
19:44want to hit, you know, different email addresses within the account every single time. So we can actually
19:50suppress the previous order. Um, so we can hit different email addresses. Next slide, please.
20:00Okay. Providing, providing ROI. Um, so a couple different ways we can do this. We can either do
20:07the matchback analysis or your client can provide us UTM codes, um, within their URL. So with the matchback
20:15analysis, the client would need to provide us a file, um, 60 to 90 days after our deployment that
20:24has all the sales that they've made in this last 60 to 90 days. And they would send that to me and then
20:31we can essentially match the sales that they made with the same emails that we've deployed to. So we can
20:37help provide, um, ROI to those clients. And then we can also add UTM codes within the URL links in the, um,
20:48the client would need to send us those URLs with the UTM codes. We can't set those up ourselves. They'll
20:55need to set those up within their Google analytics. And if you're not sure if your client provided URLs
21:01with UTM codes, you can see two different examples right there below. Next slide, please.
21:08Okay. Um, and here's my good to know section. So another option we have is called match and deploy.
21:16So let's say your client is interested in sending targeted emails, but they also want to send that
21:20email to some of their clients within their CRM. The client can actually send us their list of email
21:26addresses. And what we can do is called match and deploy. The important thing to note here is,
21:33is let's say your client sends over 500 email addresses and we run the match and deploy through
21:39our system and only 150 match. We can only send to those 150, um, email addresses of your advertiser.
21:47We can't send to the other ones. Um, and that's because they need to be opted in or double opt-ins.
21:52Again, we need permission to send those emails. Um, and I know you say, Hey, you know, my, my
21:57advertisers said we can send to them. Unfortunately we can't, they have to be in our, in our vendor
22:02system. Um, and then for the match back analysis, the postal list and the match and deploy,
22:09the file from the client must be in a CSV format. Um, it can't be in Excel, it can't be zipped and
22:15they have to either provide me the email addresses or just an address and the zip code.
22:23And that is my good to know.
22:29Next slide.
22:34Okay. Wonderful. Thank you guys so much for all that information. There's a lot of questions coming
22:41through the chat box. I'm trying to answer them as we go, but I'm going to post all of those questions
22:48on the course for this week. And then I'm also going to get more information on those questions and I'll
22:53review those on, um, on the next session because I think they're really good questions, um, about
23:00single opt-in, double opt-in, um, spam blocking. So I want to make sure I answer those and give you guys
23:06as much information as possible and not just one or two lines. So I'll do that. We're also going to
23:11discuss tips for success next week, um, results and reporting our process. And then we have some
23:18case studies to go through as well. So all of that to come in two weeks. Um, also I wanted to note
23:24before we end today's session, there is a webinar put on by local media association and it's around the
23:33critical five things media salespeople must do to win in Q4. We think this is going to be a really
23:39good webinar. It it's going next week. So I wanted to make sure you guys saw it to have time to register
23:44if you have time at that, um, the 15th at three o'clock. If not, I am going to record it for everyone
23:50and I'll post it to Academy, but it'd be great if you guys could sit on it as well if you have time.
23:56So we do have a quiz this week. Um, it's on Academy. So I will, um, send out the recap email from today's
24:03session, uh, tomorrow morning, and then it'll have a link to everything you guys need. But
24:09there's a three question quiz. Um, you have by the end of the day, Friday to, um, take that quiz.
24:16And that's all we have today. We got through all of the information in really good time.
24:21Um, I will save all the questions here, post them for you guys, and then reach out to me if a
24:28question comes after the session's over and I'll make sure I'll post those as well.
24:34But that's all we have today. Thank you so much. And we'll see you in two weeks. Have a good one. Bye.