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Emarketing Basics

Emarketing Basics






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    Emarketing Basics Emarketing Basics Presentation Transcript

    • Emarketing Basics 2003 Dawn Marie Yankeelov www.aspectx.com [email_address]
    • The Web Today: 2002
      • Total Active Web Population is 452 million worldwide; US makes up to 174 million of those users
      • 52 Percent of Total are Female
      • 47 Percent of Total are Aged 25 to 49 Olds
      • 58 Percent of Total earn from $25,000 to $75,000; half with a high school degree and some college
      • 22 Percent of Total have a College Degree
    • Affluent Online Users Profile
      • $100,000+ incomes defines Affluent Netizens
      • More than 75 Percent Have Been Online for More Than Three Years
      • Half Have Been Online for Five Years
      • They Go Online Three to Five Times a Week
      • Number of Affluent Households in General Growing and Represents 22 Percent of Total Online Users
      • Women Head 54 Percent of Affluent Households and Make Buying Decisions
        • Destination-Driven on the Web
        • Use it As a Resource Tool for Business News, Travel, and General Business Use (Top 3)
    • Use the Internet
      • Go beyond using the Internet for an electronic brochure outpost.
      • Find out what your competitors are doing on the web.
      • Create an Internet Business Plan and live it.
      • Don’t be inconsistent with your offline brand.
      • Email marketing works, but send to careful choices. Do not rent out your lists.
      • Be sure your website is integrated into other marketing activities.
    • Tune Into the Internet as a Medium
      • Integrate web activity with other marketing and sales decisions.
      • Segment and target.
      • Enhance customer service with online help.
      • Make your site an information resource.
      • Do user testing and find out what is working and what is not.
      • Care about privacy. Develop a privacy policy.
    • Cost Savings: Email vs. Direct Mail
      • The advantages of email to corporate marketers are obvious
        • none of the postage, paper or printing expenses that account for about 60 percent of the cost of direct mail.
        • Whereas mailing a catalog usually runs 50 cents to $1 , an email costs just five cents to 10 cents to deliver .
        • Forrester Research expects U.S. marketers alone to send 200 billion emails in 2004.
    • Email to the Masses
      • Marketing Approaches
        • People want bargains
        • Clients will buy “expert” counsel, so use newsletters to build expert status
        • A regular message is branding—send to qualified lists once or twice a month
        • “Free” is a great advertising word
          • For service companies, offer a free trial or promotional period
    • Emarketing Concepts
      • Think Out of the Box—Ex. Casino used a fake scratch-off in its email and got 70 Percent Click-throughs
      • Translate Urgency—Ex. Few Seats Remaining at Event
      • Shout the Guarantee—Key: Letting people know you care works on the web
      • Call to Action—Ask for the Order!
      • Speak in Terms of Needs and Wants
    • Manage Your Emarketing
      • Drive customers to your website for demo, free offer, appointment, contact form, order entry
      • Track your results and know when to followup
      • Send out manageable batches for followup
      • Use in conjunction with other marketing mix concepts:
        • Ex. To promote booth at upcoming trade show; to cite change or new product offerings at company
    • Do the Analysis
      • Use Webtrends or similar program
      • Investigate Confluent approach of Data Mining
      • Use eMarketing tools that allow tracking of clicks and opening of message
      • Evaluate Customer Service email feedback on interactions with staff
    • WrapUp
      • Plan for a connection between online and offline activity in the company
      • Look for ways to “Keep It Simple” on Your Website
      • Investigate websites of companies you trust and evaluate what works for them—then use it
      • Look for ways to have “high touch” through the web
        • Customer Service
        • Emarketing
        • Online Newsletter
        • Chat
      • Be Dr. Freud: Analyze what works after three months
        • Use analysis web tools
    • ASPectx.com
      • * Competitive Intelligence
      • * Sales Development
      • * Marketing * Public Relations
      • *Advertising * Web Consulting
      W: 502-292-2351 * F: 502-292-2364 [email_address]