Email Marketing

Email Marketing Strategy for Central Coast Small businesses & Nonprofits

Email marketing can be one of the most effective and cost-efficient strategies for Central Coast small business owners and nonprofits. Email is often a brand’s best source of a return on their investment, yielding an average 36:1 ROI across all industries.

Screechy Cat Media works with small businesses and nonprofits to develop an email marketing strategy that focuses on all aspects of the marketing funnel: from re-engaging with lost customers or donors, long-term customer/donor retention, and post-sales/donation communications. In general, our email marketing engagements aim to solve two issues:

• Using email beyond newsletters: how to make better use of loyal customer or donor database beyond monthly check-ins.
• What email marketing platform (or CRM) to use based on company/org needs.

email marketing: A Re-introduction

Companies and organizations often struggle with utilizing email beyond sending post-purchase or donation information and newsletters. And while email newsletters are still valuable, limiting your email communications to once-monthly sends is handicapping the performance of your most-loyal audience.

We have seen industry averages of between 3-18 email sends per month: while we rarely develop email marketing strategies with a double-digit number of planned emails, 3-9 per month is not an excessive amount of communication, so long as the message is being diversified.

Included in this 3-18 emails per month figure are newsletters, drip, and trigger emails.

Drip vs. Trigger Emails

For those unfamiliar with those terms, drip emails are pre-written emails that get sent to your database over time, often as a series; while trigger emails are single automated messages sent to a user when an action has taken place.

Type	Examples
Drip Email	New customer welcome series, new product launches
Trigger Email	Cart abandonment, password reminders

Your email newsletters don’t generally fit into either category, though some clients choose to put monthly newsletters on a drip cadence based on a customer or donor’s most recent activity.

Email x marketing automation: drive 22x the roi

Email is a powerful vehicle: marketing automation is the key that gets it going. Automated emails can drive up to a 22x ROI over newsletters alone. Automation starts with a strategy tailored to your business or organization’s needs, designed and set up in the CRM of your choice.

Screechy Cat Media offers marketing automation strategy alongside or independent of an email marketing engagement. Sample marketing automation email flows include a welcome series for new customers, birthday or anniversary emails, post-stay emails for hotels, and cart abandonment emails.

Ways to get started

Whether you need a quick check-up on your existing email marketing strategy, need your CRM set up, or would like to partner on your email strategy long-term, Screechy Cat Media has several ways for small businesses & nonprofits to work with us.

• Learn something: register for a private Screechy Cat Academy workshop. Starting at $150.
• Fix or Create something: Setup your CRM, build new email templates, etc. One project, one flat rate. Starting at $850.
• Run something: email audits, email marketing strategy & management. Starting at $2,500
• Partner on Something: Email marketing support for design, branding, performance advertising agencies. Starting at $1,500/month.