Copyright © 2008 Constant Contact Inc. The Power of Marketing list practices for retention and acquisition of customers Presented by Richard Israel Samson

Copyright © 2008 Constant Contact, Inc. 2 It Takes Relationships to Build a Business

Copyright © 2008 Constant Contact, Inc. 3 Acquiring Customers Time… Money… Energy… Effort 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

Copyright © 2008 Constant Contact, Inc. 4 One-time touch Unlikely to Return Interested (Buy Later) Not Now (Maybe Later) No Interest Immediate PurchaserImmediate Purchase Communications Impact Unlikely to Return No Interest Capture Interests & Communicate Interested (Buy Later) Not Now (Maybe Later) Immediate & Follow-on Purchases Immediate Purchaser Ongoing Interaction Converting Leads to Customers

Copyright © 2008 Constant Contact, Inc. 5 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 1 ■ They spend more ■ Repeat customers spend 67 percent more 2 ■ They are your referral engine ■ After 10 purchases, a customer has already referred up to 7 people 2 Sources: 1. Harvard Business Review 2. Bain and Company, 2002

Copyright © 2008 Constant Contact, Inc. 6 Why ? Because almost everyone your business needs to reach reads it: ■ 91% of Internet users between the ages of 18 and 64 send or read ■ An even higher number of users ages 65 or older do the same ■ 147 million people across the country use , most use it every day. Sources: eMarketer

Copyright © 2008 Constant Contact, Inc. 7 Why ? It’s Cost-effective: Direct Mail vs. ■ For the same response, direct mail costs 20 TIMES as much as 1 ■ ROI is the highest when compared to other internet marketing mediums 2 1 Forrester Research, Inc. 2 Direct Marketing Association

Copyright © 2008 Constant Contact, Inc. 8 Junk Unsolicited and unwanted from an unknown sender Dubious opt-out (if any) Marketing Is Not…

Copyright © 2008 Constant Contact, Inc. 9 Marketing Is… ■ Delivering professional communications ■ To an interested audience ■ Containing information they find valuable

Copyright © 2008 Constant Contact, Inc. 10 Basics Checklist Ask yourself before you begin marketing… ■ Do repeat and referral customers help your business? ■ Do you have a plan for delivering multiple communications? ■ Is your audience interested in your message? Is it valuable to them? ■ Can you make your s look professional and reflect your brand? ■ Do you have an Service Provider to help manage your strategy?

Copyright © 2008 Constant Contact Inc. Building a Quality List The benefits of permission-based marketing Building a valuable contact list Keeping your list current

Copyright © 2008 Constant Contact, Inc. 12 List Building Key Points to review: ■ Collecting contact information. ■ Asking for permission. ■ Clearly describing frequency. ■ Clearly describing content. ■ Welcome or confirmation .

Copyright © 2008 Constant Contact, Inc. 13 Build Your List Where You Connect! Website Signup Service or Sales Calls Events and Meetings & Social Networking Customer & Prospect Database In-store Guest Book Making the Connection 57% of those surveyed will fill out a card to receive alerts when asked to. Source: Transact Media Group

Copyright © 2008 Constant Contact, Inc. 14 Service, Sales & Phone Calls: Face to face interactions and one-to-one conversations represent great opportunities to engage individuals in an interesting dialog and collect information. Build your list where you connect!

Copyright © 2008 Constant Contact, Inc. 15 Events & Meetings: When you meet people at networking events, meetings and trade shows tell them about your free e-newsletter or your -only specials and ask them if they would like to join your list. Build your list where you connect!

Copyright © 2008 Constant Contact, Inc. 16 & Social Networking: Build your list where you connect! Connect using your signature! Richard Samson Israel Director, Western Region Subscribe to my free emarketing newsletter which provides creative tips on list building! Click HERE! OR Subscribe to my free emarketing newsletter which provides creative tips on list building! Your ______________ Sign me up!

Join My List Physical Sign up Forms Copyright © 2008 Constant Contact, Inc. Have Printed Sign up Options Including:  Guestbooks on your counter  Cards on your restaurant tables  Form at your tradeshow events Include a sample of your newsletter so they know what to expect Create TEAM incentives! Have contests with employees competing to bring in the most addresses.

Copyright © 2008 Constant Contact, Inc. 18 Website: Build your list where you connect! 18 copyright © Constant Contact, Inc. website / signup box Add your logo and personal message to subscribers Learn about your customers’ interests Collect names to personalize s Use data collected to send your customers only what they want

Join My List Incentives Copyright © 2008 Constant Contact, Inc. Build your Subscriber list by offering incentives Offer discounts, free shipping, gift wrap, etc. exclusively to your newsletter readers. - MarketingSherpa Special Report: Marketing During a Down Turn 2008

Copyright © 2008 Constant Contact, Inc. 20 Collecting Information and Permission ■ Include your logo and brand identity. ■ Describe your content and how often you’ll be sending ■ Ask about your customers’ interests to stay relevant ■ Ask for additional contact information when necessary

Copyright © 2008 Constant Contact, Inc. Keeping Them on your List Target Marketing/Segmenting Identify groups of Subscribers who have similar interests or behaviors. ■ Demographic ■ Source of Contact ■ Geographic ■ Buying Behavior ■ Giving Behavior ■ Self Identified Interests Define Topics of Interest and send only what appeals to each segment. Segmentation delivers, on average, a 7x increase in open rates and a 14x increase in click-through rates for promotional s. - Understanding ISP-Level Filtering, Sept 2006 Retention can lead to a 25 – 95% increase in profits. - Fred Reichheld, “The Loyalty Effect”

Copyright © 2008 Constant Contact, Inc. 22 ■ Include your logo and brand identity ■ Personalize your message ■ Reinforce permission and ability to change preferences Sending a Welcome

Copyright © 2008 Constant Contact, Inc. 23 Using a Permission Reminder

Copyright © 2008 Constant Contact, Inc. 24 Keeping Your List Current ■ Include your logo and brand identity ■ Provide a link so subscribers can update contact info ■ Ask for feedback

Copyright © 2008 Constant Contact, Inc. 25 List Building and Permission Checklist Ask yourself as you build your list… ■ Are you collecting contact information at every customer touch point? ■ Are you asking for permission as well as contact information? ■ Are you clearly describing your frequency and content? ■ Are you sending a welcome or a confirmation ? ■ Are you using permission and subscription reminders to stay current?

Copyright © 2008 Constant Contact, Inc. 26 Any Questions?

Copyright © 2008 Constant Contact Inc. Thank You! Richard Samson Israel Director, Western Region for Constant Contact