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Successful E-Marketing Initiatives Presented by:

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  • 1. Successful E-Marketing Initiatives Presented by: Sinan Kanatsiz Kanatsiz Communications, Inc. (K-Comm) www.kanatsiz.com Donna Terp Day Software www.day.com James Santagata eBay www.ebay.com Ben Silva iVast www.ivast.com
  • 2. Internet Marketing Strategies
    • Utilize the Internet for customer prospects, editors and sales reps which will enhance your company image
    • How to locate industry web sites and/or web directories where hot links would be appropriate
    • Establish “side doors” to your web site in order to track activity
    • Create monthly incentives on your web site to encourage visitor registration
    • Register customer prospects on web site and send monthly distribution e-mails / e-newsletters
    • Online editor and end-user seminars / aggressive recruitment
  • 3. Search Engine Optimization
  • 4. AddWeb Search Engine Software
  • 5. META Tags and How They Work
  • 6. Submission Reporting Statistics
  • 7. Viral Marketing and Email Spidering
  • 8. Email list generation from spidering
  • 9. Opt in and send out subtle email
  • 10. Click through to sales lead form
  • 11. Daily updates of online sales leads
  • 12. Strategic answering by prospect
  • 13. Access leads daily with login and password
  • 14. Online Newsletters and eAlerts
  • 15. Successful E-Newsletters Viral Marketing Strategies – Forward to a Friend
  • 16. Newsletter Reporting Statistics
  • 17. Enterprise Newsletters and Alerts By James Santagata eBay / ActiveMessage
  • 18. What is Email Marketing?
    • Email marketing is:
        • Personalized
        • Targeted
        • Relevant
        • Timely
        • Pro-active versus Re-active (out of sight/site, out of mind)
        • Always 100% opt-in – never SPAM
    Ideally captures the granular Recipient Activity Data and turns that into Actionable Information so that a company can acquire, retain, and convert.
  • 19. Metrics for Tracking and Reporting
    • - Opens / Views / Reads
            • Click throughs (in total)
            • Click throughs (by redirects)
            • Bounces
            • Subscribes
            • Unsubscribes
            • Forwards / Referrals
            • Replies
            • External Database overlays: utilize firms info assets
            • (Purchase history, demographics, psychographics)
            • Monitor for List fatigue, tainted lists, trends, opportunities
  • 20. What Makes a Successful Email Campaign?
    • Set Marketing objectives for the campaign
    • Develop a campaign to meet those objectives
    • Determine what metrics will be used to determine “Success”
    • Review the results, testing and improving through a closed-loop feedback process.
  • 21. Campaign Objectives
    • - Acquisition
    • Retention
    • Conversion (Response marketing)
      • Sales (first time, upsells)
      • Subscriptions
      • Review the results, testing and improving through a closed-loop
    • Re-marketing
      • Cross Sells
      • Back-end Sales
  • 22. Interpreting The Results with Industry Benchmarks
    • Don’t judge the success or failure of your campaign using Industry Benchmarks.
    • Too many variables
      • Vertical markets
      • Campaign objectives
      • Branding
    • - Set your sights too low or too high
  • 23. Typical HTML Email Content with Dynamic Re-Directs Re-direct #1 Re-direct #6 Re-direct #5 Re-direct #4 Re-direct #3 Re-direct #2 Re-direct #8 Re-direct #7
  • 24. Pareto Analysis of Clickthroughs % Breakdown 16% 14% 24% 16% 12% 6% 5% 8%
  • 25. Reporting by host (domain) names provides clear indication of domain delivery capability & success rates
  • 26. Data can be further mined to provide relevant information such as message format activity by host name
  • 27. Split Runs and Testing
    • Use Split Runs and Hypothesis Testing to
    • increase Response Rates
    • Subject lines
    • From line (fancy name)
    • Message Particulars:
        • Ad copy
    • - Creative
    • - Hyperlink positioning
    • Offers
        • Prices
        • Pricing (nominal versus percentage)
    • - Bundling
    • - Terms
    • - Temporal  (day of week, time of day, seasonal, cyclical)
    • - Geographic 
  • 28. Typical HTML Email Content with Dynamic Re-Directs Re-direct #1 Re-direct #6 Re-direct #5 Re-direct #4 Re-direct #3 Re-direct #2 Re-direct #8 Re-direct #7
  • 29. Pareto Analysis of Clickthroughs % Breakdown 16% 14% 24% 16% 12% 6% 5% 8%
  • 30. 450 Offer & Message Testing Offer A Offer B N=1,000* N=1,000* 250 * Population is assumed to be normally distributed Responses/Interactions Total Responses Optimized Response is attained with Offer A -- 45% response Rate
  • 31. 450 Offer A Offer B N=1,000* N=1,000* 250 Recipient Group 1 Recipient Group 2 350 100 200 50 * Population is assumed to be normally distributed Responses/Interactions Optimized Response is attained with: Offer A to Group 1 (35% response rate) AND Offer B to Group 2 (20% response rate) . Offer & Message Testing
  • 32. Successful E-Newsletters Incentive Strategies Click-thru Strategies
  • 33. Online Public Relations Tools
  • 34. Editorial Database - Emails
  • 35. Email Invitation to Editors
  • 36. Editors Signup on a Designated Web Site
  • 37. Conduct Press Tour Via Placeware
  • 38. View Your Coverage in Print and Online
  • 39. Video Email and Next Generation Tools
  • 40. Sinan Kanatsiz Kanatsiz Communications, Inc. 714.854.0800 tel. [email_address] A Copy of This Presentation May be Found at: www.kanatsiz.com Thank You – Please Feel Free to Contact Us