Download Email-Marketing-For-Your

Proposal for Permission
Marketing
“Carrying value to our
recipients”
Objectives






REACH THE INBOX!
Experience/Knowledge
Increase ROI
Increase Sales
Increase Knowledge
Cut expenses in Marketing Dept.
Current Marketing Situation






APR Counter markets counter days
APR REPORTER
Word of Mouth
Personal Selling
Advertising
Involvement in Industry Events,
Newsletters, Magazines
Market Segmentation
HVAC
 PLUMBING
 AIR CONDITIONING
 COMMERCIAL
 RESIDENTIAL
 GEOGRAPHICAL
 SALESMAN

Workload

Ryan



Management of customers/profiling, liaison to senior
level, Metric Analyzer
Dan

Template Creation

IT help/layout

Liason to Listrak
Catherine

Administrative

Construction of Content
To Do List

Email Acquiring

Profiling of Email List

Profile Maintenance

Template Creation


Newsletter

Product Announcement (Sales)
Email Content Creation


Develop Metrics for Success


Comes from Senior Level & Beth
Click Rate
Continual Education in Email Marketing through webinars and Listrak
provided programs
SWOT Analysis

Strengths




Market Position
Growth Strategy
Willingness to invest in technology
Weaknesses



Slow with Marketing
Economy
Starting from scratch
• May be a strength?
SWOT Cont.

Opportunities

Expand into E-Newsletters/E-Marketing
• Interactive media such as video

Threats

Competition is already doing!
• Pierce Phelps

Magazine/Newspaper Industry in trouble
• Ad revenue down as much as 50%
• Cutting Circulation 6- 8% and RAISING PRICE!!

People HATE Spam
Email Acquiring





Mailing List on Website
Email Question on Credit App
Call Center when calling on new
customers
Research Customer’s websites
Converting customers to email billing



CUSTOMER EMAIL LIST 4.24
Send out “Permission Email”
Survey
Survey




Begin segmentation of customer
Obtain Emails not in our system
Incentive to customer for completing and
receiving an email
2 surveys



Electronic
Handwritten
Sample Survey.doc
Target
Decision Makers
within companies
Owners
Buyers
Service Men
Content

APR
 Promotion Email
• New Product Announcement
 Newsletter Email
• Eddie’s Training
• APR Press Release, Awards, New Branches
• APR Reporter info
• APR XVI Rewards
• Calendar of Events

OASIS

Promotion Email

Newsletter
Short Term Goal

Increase Sales Dollars


Develop Metrics with Terry
Increase profitability of Marketing

Develop Metrics with Beth and John
Gain 2,000 useable AND subscribed
customer emails
 Increase our conversion rates from
flyers to emails

Long Term Goal
5 Year Plan

Email Market “EVERY” customer

Decrease in Marketing Expenses

Reducing APR Reporter Newsletter costs to set
metric (Terry/John)

Reduce customers dependency on mailing flyers

Use Email Marketing Software to cascade
messages to all Employees with email
Maintaining Course



Quarterly/Semiannual surveys on email
marketing to customers to gain
feedback
Monthly Content meeting with Sales
and Marketing to lay out Quarterly
plans
Oversight from senior team on progress
References

Vistage; Foss, Troy “How to Use Email to Drive Sales: Get the Highest
ROI with Email Marketing” www.vistage.com/featured/how-to-use-emailto-drive-sales.html September 2009

The Wholesaler; Schmitt, Rich “Put Marketing to work on customerrelated tech initiatives” December 2008

Elsevier; Kirby, Justin and Marsden, Paul “Connected Marketing the Viral,
Buzz, and Word of Mouth Revolution” Burlington, MA 2006

Ezine Article; Crane, Peter “Email Marketing Frequency – How often
should my company send emails” http://ezinearticles.com/?EmailMarketing-Frequency---How-Often-Should-My-Company.....February
2009

FOLIO Magazine Article; Stableford, Dylan “Newspaper Industry Sees
Biggest Ad Revenue Decline in More than 50 Years” March 2008