1. 9/30/2011
So Far….
• Email Bootcamp
• Database
Management
• Advanced Targeting
• Creative Content
• Deliverability
• Now What?
Selling 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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2. 9/30/2011
Doing 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
Determining Implementation
• Available Resources • Level Of Effort / Return On
Investment
Program Name Current Proj. % Proj. Rev Proj. LOE Internal Implementation Proj Gross Proj Annual
Rev Growth ($) (labor Costs Costs Gross
hours) (hourly)
Basic Broadcast $0.00 0.00% $10,000 5 $120 $600 $9,400 $9,400
Simple $0.00 0.00% $25,000 10 $120 $1,200 $23,800 $23,800
Segmentation
Behavior Based $0.00 0.00% $32,000 20 $120 $2,400 $29,600 $29,600
Program Name Current Proj. % Proj. Rev Proj. LOE Internal Implementation Proj Gross Proj Annual
Rev Growth ($) (labor Costs Costs Gross
hours) (hourly)
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
Determining 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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3. 9/30/2011
Automated Program Projections
60
50
40
30
20 Costs in 1k
10 ROI in 100k
0
1st 2nd
3rd 4th
mo mo 5th 6th
mo mo mo mo
• Costs are one-time development with minimal maintenance of
program
• Maintenance includes content development as needed
• ROI revenues amortize over time
Conclusion
• 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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4. 9/30/2011
John Caldwell
Founder, Red Pill Email
An 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.
jacaldwell@redpillemail.com | @jacaldwell
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