Email Marketing Workshop Closing: Now What?
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Transcript of Email Marketing Workshop Closing: Now What?
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So Far….So Far….
• Email Bootcamp• Database
Management• Advanced Targeting• Creative Content• Deliverability
• Now What?
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Selling It to The BossSelling It to The Boss
• Don’t– Talk Opens, Clicks, or
Deliverability– Talk Design, Content,
Timing, or Frequency• Do
– Talk Revenue over Costs
– Talk Percentage of Company Revenue
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Doing the MathDoing the Math• You Know
– List Size– Open Rates– Click Rates– Conversion Rates– Average Order Value
• You Show– Annual Revenue = List
Size x Open Rate x Click Rate (of Opened) x Conversion Rate (of Clicked) x AOV
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Determining ImplementationDetermining Implementation• Available ResourcesAvailable Resources
Program Name Current Rev
Proj. % Growth
Proj. Rev ($)
Proj. LOE (labor hours)
Internal Costs
(hourly)
Implementation Costs
Proj Gross Proj Annual Gross
Basic Broadcast $0.00 0.00% $10,000 5 $120 $600 $9,400 $9,400
Simple Segmentation
$0.00 0.00% $25,000 10 $120 $1,200 $23,800 $23,800
Behavior Based $0.00 0.00% $32,000 20 $120 $2,400 $29,600 $29,600
Program Name Current Rev
Proj. % Growth
Proj. Rev ($)
Proj. LOE (labor hours)
Internal Costs
(hourly)
Implementation Costs
Proj Gross Proj Annual Gross
Example Program $10,000 16.00% $11,600 5 $120 $600 $11,000 $138,600
Example Program $25,000 3.00% $25,750 10 $120 $1,200 $24,550 $307,800
Example Program $32,000 1.00% $32,320 20 $120 $2,400 $29,920 $385,440
• Level Of Effort / Return On Level Of Effort / Return On InvestmentInvestment
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Determining Labor-HoursDetermining Labor-Hours• Content
– Research– Copy– Revisions
• Design– Artwork/Graphics– Revisions
• Coding– HTML– Text
• Data/Tech Support– Simple Data Pull– Automated Data Transfer
• Operations– Assembly– QA– Deployment
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Automated Program ProjectionsAutomated Program Projections
1stmo
2ndmo
3rdmo
4thmo
5thmo
6thmo
0
10
20
30
40
50
60
Costs in 1k
ROI in 100k
• Costs are one-time development with minimal maintenance of program
• Maintenance includes content development as needed• ROI revenues amortize over time
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ConclusionConclusion
• Don’t use geek-speak with the C-Suite– Translate your metrics values to dollar values
• Know costs of campaign implementation – It’s more than just deployment
• Balance ROI with LOE in determining implementation priority
• Compare short-term development costs to long-term revenue gains
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John CaldwellJohn CaldwellFounder, Red Pill EmailAn email marketing practitioner since 1996, Red Pill Email founder, John Caldwell, has worked on the agency side, the client side, and as a consultant, using deployment tools from ESPs to in-house to homegrown email systems.
[email protected] | @jacaldwell