The Email Marketing Wars: The Constant Contact and MailChimp story (Eric Groves, Alignable)
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© Alignable, Inc. 2017 EMAIL MARKETING WARS THE CONSTANT CONTACT AND MAILCHIMP STORY Presented by: Eric Groves
Transcript of The Email Marketing Wars: The Constant Contact and MailChimp story (Eric Groves, Alignable)
© Alignable, Inc. 2017
EMAIL MARKETING WARSTHE CONSTANT CONTACT AND MAILCHIMP STORY
Presented by: Eric Groves
© Alignable, Inc. 2017
“SCIENCE” THE LIFECYCLE
Geoffrey Moore
Where is your Industry Segment in its Lifecycle?
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“ART” OF AIDA
Awareness
Interest
Desire
Action
Of the problem your product or service solves
“Bringing customers back is important to my success”
In solving the problem using the solution you provide
“Email Marketing can help me bring customer back”
To learn how others like them have found success
“What pet store has done Email Marketing successfully?”
How can I try it with limited investment to see if it works
“Free 60-day Trial”
Art of AIDA - the optimal balance of media, social media, inbound
marketing, telesales, direct sales,… and onboarding
Goal: the best overall Cost of Acquisition
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FRICTION GROWS IN THE CONVERSION ZONE
Awareness
Interest
Desire
Action
“Conversion Zone”
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DISCOVERED WHILE WINNING A BATTLE...
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INCEPTION: A NEW HOPE
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2001
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BATTLE ROUND 1: BUILDING AN EMPIRE
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Constant Contact Wins the Battle!
Channel provides reach into market
Pricing captures attention of most viral
Human touch and education take
conversion to new heights
Constant Contact NPS: mid 30’s
2002 - 2009
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BATTLE ROUND 2: CHIMP ATTACK
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MailChimp Won The War
Freemium captures the pond
Multiple “S Curves” provides multiple
paths to revenue
Freddie’s voice & integrated education
minimizes customer success expense
MailChimp NPS: 46
Constant Contact NPS: 18
2003 - 2015
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KEY TAKEAWAYS
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Paths to SMBs are Constantly Evolving
Importance of AIDA Grows with
Saturation
Brand Trust off-sets increasing COA
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GETTING BACK TO THE FUTURE
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Traditional
$$$
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¢
Co
st o
f A
cq
uis
itio
n
Broadcast
Sales Force
Broadcast
Direct Mail
Broadcast
Outbound Calling
Search &
Inbound
Google (‘98)
SEO & PPC
Salesforce
SEO & PPC
Hubspot (‘06)
SEO, PPC
Enterprise
SMBs
Consumer
Alignable (‘14)
Social
LinkedIn (‘02)
Facebook (‘04)
Referral
“Virality”
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SHIFT TO SOCIAL WITH SMBS
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Anticipate Historic Social Shift• Brand ownership to SMBs willing to share opinions with others
• Brand sentiment spreads effortlessly
Build Trust with SMBs• Work locally with those they trust (high affinity)
• Empower high affinity advocates and resellers to share with others
• Partner with brands they trust most
• Measure and Improve NPS
Know Segment Net Promoter Scores• How likely are you to Recommend [BRAND] to another SMB
• SMB Trust Index℠
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SMBS SHARE INSIGHTS ON BRANDS
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SMBS ALREADY “OWNING” THESE BRANDS
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