Using PromoServe as a marketing tool

1. Using PromoServe as a marketing tool Andy Barton FIDM www.promoserve.co.uk

2. PromoServe has been developed for emarketing What is emarketing? The use of modern technology to deliver a marketing strategy electronically All the same rules apply to emarketing as traditional marketing it is just about using the technology that is now available to you Often called digital marketing “not just about email”

3. Why should your company consider it? • Not just a tool for multi nationals – helps David compete with Goliath • Do you want to develop your business but have a limited budget? • If you have a computer and a broadband connection – it is free! • Improves the accuracy (hence results) of your marketing • Increases ability to ‘talk’ to customers • Reduces time needed for marketing • Increases your ability to send relevant communications • It is just as effective as direct mail

4. The Financial Case

5. Response Rates • Are affected by junk mail or previous communications • Are improved by accurate targeting – hence databases • Some people are ‘blind’ to certain channels of communication – fax/email test • Will vary dependant on market targeted • Not always a ‘direct’ response • Will vary from 0% to 25% • Is 0% an emarketing disaster?

6. What tools do you need? • Database of email addresses, fax numbers or mobiles • Ability to segment your database • Ability to send bulk personalised emails, faxes, texts or diary calls • Ability to create a message in the required format • Ability to record and measure response • Preferably a website • PromoServe can help you do all of these things

7. Campaign Manager • Unique to PromoServe this helps you plan and manage your campaign • Can be linked to auto alert to remind you to action campaign • Run campaign auto starts a campaign • Send campaign by email, mail, fax,text or telesales

8. Critical Success Factors • 50% Data Quality / Targeting • 25% Relevance • 10% Subject Line • 10% Personalisation • 5% Message Content

9. PromoServe data sources • Customer lists • Customers who have purchased product • Customers who have purchased this but not that • Previous quotations not orders • Customers not ordered for x days • Customers spending less this year • Period spending customers

10. The EMarketing Process • Decide Campaign – to who, saying what & when • Decide Communication Method • Allocate responsibility • Produce Message • Decide your targets & measurement • Send • Measure and learn and replan

11. E-Communication Methods • Text E-mail • HTML E-mail • SMS / Text Message • Fax • Telephone • Presentation (online demos)

12. HTML or Plain Text • HTML has more impact • More difficult to create own HTML • HTML only works with Outlook 98 & above • Really need broadband to view HTML • HTML can more easily be identified as promotional e-mails (spam filters) • Both can be personalised and include URLs

13. Golden Rules for your message • Personalise • Subject Line must have impact • Never more than you view on a page • Tell a story • Add ‘You appeal’ • Always be Polite • Offer an Opt Out (now a legal requirement) • Have a call to action via a URL

14. Measurement & Follow Up in PromoServe • Emarketing offers you the ability to really measure • Create a ‘diary entry’ for every email sent • You must ‘ask’ people how they found you • You must log responses – mandatory campaign code on quotes • The email / telephone relationship – you can create telemarketing follow up lists • No response is not a failure – it enables you to try a different approach • An Email is a good excuse for a telephone call

15. SPAM & The Regulations • You must be careful not to SPAM (however tempting) – it damages future responses – use PromoServe to target • You must offer an option to unsubscribe – it helps clean your database – tickbox in PromoServe Contacts • Do not be scared of the regulations – they are here to help – nobody wants to stop your company expanding • Relevant communication is never resented • PromoServe will always exclude unsubscribe requests and has an automated process to remove

16. Other Marketing Tools Included in PromoServe

17. Useful Additional Tools • HTML Editor – create your own colouful emails with no special skills needed • Quick Order Portal Online Shop – for a call to action • Datamate Forms – for data capture • Email Auto Process – create auto responses, chain follow ups from enquiries or reports • Returns Manager – auto unsubscribe from your website

18. Interested? • Visit our demonstration area outside • Try your free 30 day trial in your entry pack • Visit www.promoserve.co.uk • Attend our next full training course • Review what works in your inbox • Come and discuss your requirements now • Copy slides available