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Advanced e mail_strategies_0902 Advanced e mail_strategies_0902 Presentation Transcript

  • Advanced e-Mail Marketing Strategies
    • eMarketing Association Conference
    • Redondo Beach, California
    • September 5, 2002
    • Gabriela Linares
    • L-Soft international, Inc.
    • www.lsoft.com
    • [email_address]
    • 301-731-0440
    • 800-399-5449
     2002 L-Soft
  • Steps for an e-Mail Marketing Plan
    • Defining e-Mail Marketing Objectives
    • Determining Effective Strategies
    • Reaching your Target Audience
    • Designing e-Mail Content
    • Evaluating Results
    • Selecting a Solution
     2002 L-Soft
  • Common e-Mail Marketing Objectives
    • Build brand awareness
    • Acquire new leads/ registrants/ customers/ clients
    • Drive immediate sales
    • Enhance customer retention
    • Build stronger relationships with existing customers/clients
    • Provide company or product information
    • Increase revenues by up-selling to existing customers/clients
    • Post-order targeted e-mails
    • As part of an integrated marketing strategy
     2002 L-Soft Defining e-Mail Marketing Objectives
  • e-Mail marketing campaign response rates by campaign objective  2002 L-Soft Source: IMT Strategies, September 2001
  • Conversion Costs for Retention and Acquisition Goals  2002 L-Soft Source: IMT Strategies, September 2001 Acquisition versus retention Acquisition Retention E-mail $57.10 $2.50 Direct Mail $25.00 $60.00 Banner ads $140.00 N/A Acquisition Retention Search engine positioning 94% 6% Banner ads 91% 9% Referral/viral programs 85% 15% Affiliate programs/ sponsorships 75% 25% Incentive programs 51% 49% E-Mail Marketing 37% 63%
  • Popular e-Mail models
    • Sales Promotions
    • Transaction confirmations
    • Account status e-mails
    • Recommendations from friends (viral marketing)
    • Scheduled corporate newsletters
    • Customizable information updates
    • Time-based reminders
     2002 L-Soft
    • Rewards program
    • E-mail discussion groups
    • Product updates of interest
    • Independent media newsletters
    • Entertainment (humor, film clips)
    • E-Mail education series
    • Contests for address
    Determining Effective Strategies
  • E-mail overload: Number of e-mail marketing e-mail sent in the US  2002 L-Soft Source: Forrester Research, August 2001 Reaching your Target Audience
  • Response to permission e-mail versus unknown senders  2002 L-Soft
  • Opt-in, opt-out, double opt-in, spam: Preferred e-mail marketing methods  2002 L-Soft Source: Opt-In News, May 2002
  • CTR and Conversion rate of US e-mail marketing campaigns – for permission based lists  2002 L-Soft Source: IMT Strategies, Sept. 2001
  • US Consumers’ Privacy concerns  2002 L-Soft Source: Harris Interactive, February 2002
  • US E-Mail users’ preferred e-mail marketing privacy and customer-support practices
    • Unsubscribe option in all e-mails
    • Explicit no-share-address policy
    • 48-hour e-mail support answers
    • Editable personal preferences page
    • Provide phone numbers in e-mail
    • Explicit privacy policy
    • Double opt-in confirmation
    • Unchecked default opt-in box
    • Third-party privacy seal in e-mail
     2002 L-Soft
  • Most Important e-Mail Marketing trust-building factors among US users
    • Secure sign-up form
    • Trustworthy reputation
    • Loyal customer
    • Well-known brand
    • Friend recommendation
    • Trusted site referral
    • Relevant offers
     2002 L-Soft
  • Why customers would give personal info
    • Guarantee that the information will not be misused
    • Eligibility to win a prize in a sweepstakes
    • Regular e-mail updates on products they are interested in
    • Access to more or better content or information
    • Affinity points
    • Receive targeted ads they’re likely to be interested in
     2002 L-Soft
  • Building Customer Intelligence
    • Harness your Customer Database
    • Effective personalization and targeting
    • Common Segmentation Factors:
      • Purchase history
      • Location/zip code
      • Demographics
      • Lifestyle/hobbies/interests
     2002 L-Soft
  • Building your lists
    • Subscriber form on web site
    • Sponsor lists of sites with a similar demographic
    • Send to a friend button – viral marketing
    • Ask for permission to customer base
    • Maintain list hygiene
    • E-mail appending…
     2002 L-Soft
  • E-Mail Message Content
    • Subject Line – getting recipients to open mail is half the battle
    • Creativity
    • Personality and dynamic content
    • Keep it short and use links to draw reader to your web site
    • Keep it fresh – don’t re-use the same content
    • Relevance – the more you understand your customers, the more targeted and relevant messages will be
    • Frequency
    • Test messages
     2002 L-Soft Creating the Content
  • Email users’ preferred e-mail marketing personalization models
    • Communication Control
    • Self-select content
    • Name recognition
    • Personal events & reminders
    • Geography
    • Account History
    • Lifestyle
    • Purchasing Behavior
     2002 L-Soft
  • How to measure the effectiveness of e-mail marketing campaigns
    • Click-through rates
      • unique and sum of events & comparisons
    • Unsubscribe rates
    • Open rates
    • Conversion rates (website tracking)
    • Click-stream analyses
    • E-mail pass along rates –viral marketing
    • Coupon codes
    • Unanimous tracking to respect privacy
     2002 L-Soft Evaluating results
  • Response time and cost per unit, e-mail vs. direct mail
    • Be prepared to handle responses
     2002 L-Soft Source: DMA, Forrester Research, Gartner Group, 2002 E-Mail Direct Mail Response Time 3 days 3-6 weeks Cost per unit $0.25 $1.25
    • Maintain your server
    • Hardware/computer network
    • Dedicated Internet Connection
    • Software for e-mail management and delivery
    • Best for large loads and those with experience
    • More cost-effective
    • Flexibility to create campaigns on the fly
     2002 L-Soft
    • Outsource your list hosting
    • Reliability and experience
    • Redundant servers and delivery capacity
    • Flexibility to maintain company Internet presence
    • Ability to move from hosting to in-house when ready
    • More expensive
    • Rely on company’s schedule
    VS. To Outsource or not to Outsource
  • Evaluate Options
    • Evaluate software product or hosting service before purchasing
    • Determine if solution provides appropriate features
    • Decide what reporting features you need
      • online real-time reporting, compatibility with other software you employ
    • Differentiating levels of privacy tracking
    • Campaign manager to organize jobs
    • Integration with your database and other applications
    • Handle bounces
     2002 L-Soft