E-Mail Strategy
                                      Marketing
                                        Mix




          ...
E-Mail Strategy

                                              Contents
   •Current state of the channel and its viability...
E-Mail: Channel continues to perform


                                 •E-Mail = real people always there and qualified
  ...
...and business is ramping up




                              eMarketer



Tuesday, September 29, 2009
...where Social Media will play a part




Social media is the future and successful strategies will involve the integrati...
E-Mail: KPIs and performance
                                  KPIs                            Analytic Tools


          ...
EDM commercial model

                        These key players control
                       ~$30,000,000 of the
       ...
EDM commercial model




Key takeaways: Advertising revenue earned through the e-mail channel scales upward relative to
da...
How businesses use social
                            media and e-mail




                                               ...
Success Case for E-Mail and Social




                              DMNews
                              May 26, 2009



...
Strategy for acquisition




Tuesday, September 29, 2009
PR can capitalise on E-Mail...
                                                STRATEGY

Core objectives
     Develop nati...
...as a high yielding channel...




Tuesday, September 29, 2009
...with commercial savvy...




Tuesday, September 29, 2009
...to drive multiple KPIs...




Tuesday, September 29, 2009
...and the regard of bitter enemies
                              Text




Tuesday, September 29, 2009
Promotion best practice learnings




Tuesday, September 29, 2009
Strategy for growing databases

                                    Strategy                                              ...
Strategy for retention

                                  6 Months Post Acquisition
                                      ...
...focuses on the customer journey...




Tuesday, September 29, 2009
...and impacts the P&L
!




Tuesday, September 29, 2009
...this also works for media properties
                              6 Months Post Acquisition
                          ...
What works
                                          Newsletters as a product
                                           •...
When the user talks...listen...




Tuesday, September 29, 2009
...and innovate with co-creation




Tuesday, September 29, 2009
...managed profitably


                      Your news...your way         Weekly Editors Review




Tuesday, September 29,...
What does not work

                                Newsletters as a product
                                 •Staid repur...
Challenges of publishing organisation


        Sales                                         Editorial

                 ...
Early stages



                                                        Product


                              Editorial
...
But customer acquisition is expensive




    Now you got them, how do you keep them happy?
Tuesday, September 29, 2009
...you give the customer what they want




                              Editorial

                                     ...
How can we not make money when the demand
 for media has increased more than 10 fold?




Tuesday, September 29, 2009
Make it easy for customer to consume




                    Editorial

                               Marketing

        ...
...with a modern platform




Tuesday, September 29, 2009
A worst case scenario workaround...

                                 Vendor System



         Telesales system data




...
Print |e-mail | mobile collaboration...




Tuesday, September 29, 2009
...can pay dividends to the business




Tuesday, September 29, 2009
...Best case
Enterprise Communications platform




Developing an enterprise application platform allows the business to s...
Recommendations
                                             Providers
         Communications                  Transactio...
EDM commercial model
                                                                                                     ...
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Apn E Mail Strategy Slideshare

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Transcript of "Apn E Mail Strategy Slideshare"

  1. 1. E-Mail Strategy Marketing Mix E-Mail and SEM Analytics SEO PR Mobile Tuesday, September 29, 2009
  2. 2. E-Mail Strategy Contents •Current state of the channel and its viability •Commercial Models •Examples of how e-mail databases deliver value beyond clicks •Analytics and measures of performance for goals and objective setting •Challenges with e-mail in a publishing organisation •Learnings from NEWS and Fairfax •Strategy for developing a valuable list •Strategy for growth in a publishing business •Strategy for engagement and retention •What works and what does not •How to leverage e-mail channel into print subscriptions •Research and findings from primary research on user wants/needs from e-mail •Products in the market and concepts •Dealing with operational and capacity challenges through technology •Recommendations Tuesday, September 29, 2009
  3. 3. E-Mail: Channel continues to perform •E-Mail = real people always there and qualified •The quality of traffic off of newsletters higher than SEM •The yields for direct e-mail marketing higher than display •Figures are significantly below several Aussie newsletters Open rates (key performance measure) increasing across most industries from 2008-2009 shows that this channel remains an effective direct messaging medium with end users. While display ads have declined in yield and SEM stands to go up in cost, e-mail has maintained its commercial viability when strategy is delivered properly. Tuesday, September 29, 2009
  4. 4. ...and business is ramping up eMarketer Tuesday, September 29, 2009
  5. 5. ...where Social Media will play a part Social media is the future and successful strategies will involve the integration of e-mail with social media environments and contexts. In fact, both channels complement each other well. Social media sites deliver content and relevance above and beyond static sites while e-mail complements Social Media through targeting and fulfillment. Tuesday, September 29, 2009
  6. 6. E-Mail: KPIs and performance KPIs Analytic Tools Open rates Click rates Follow on traffic Omniture/Web Trends/Unica Traffic retention E-Mail platform Display Revenue Sales Force system EDM Revenue Profitability These elements provide measures of commercial value delivered by e-mail that can be quantified into dollars. (ie. Clicks=PIs that are worth ~1 cent each). The sum of commercial value must exceed the costs of maintaining e-mail products. Tuesday, September 29, 2009
  7. 7. EDM commercial model These key players control ~$30,000,000 of the revenue being earned in the e-mail/affiliates market Opt in APN commercial co-branded messages to consumers E-Mail Cash Zoom Direct SMSpup - Empowered Great Aussie Survey Survey Databases Key takeaways: There is over $50,000,000 nationally being made in this space with more room for growth. Commercial eDMs may command $100cpm or more depending on content and data. Tuesday, September 29, 2009
  8. 8. EDM commercial model Key takeaways: Advertising revenue earned through the e-mail channel scales upward relative to database size for dedicated ‘paid eDM’ promotional e-mail messages to each database. Tuesday, September 29, 2009
  9. 9. How businesses use social media and e-mail DMNews May 26, 2009 The traditional commercial e-mail models continue to have a place, but the user context is evolving. Businesses must have a joint e-mail and social media strategy. Social Media is where the business needs to go to find customers and e- mail is a key fulfillment mechanism. Tuesday, September 29, 2009
  10. 10. Success Case for E-Mail and Social DMNews May 26, 2009 Tuesday, September 29, 2009
  11. 11. Strategy for acquisition Tuesday, September 29, 2009
  12. 12. PR can capitalise on E-Mail... STRATEGY Core objectives Develop national report on consumer sentiment for renovation Create IP for PR and trade Marketing Strategy Populate survey with required sample data Drive additional traffic to homesite.com.au Drive incremental e-mail sign ups Create/leverage competitive advantage Target Audience National (all sexes and age groups renting or owning) Prize and promotion mechanics Survey on housing sentiment/renovation with aspirational offer Create sense of legitimacy via survey and HIA partnership RON ad spots and e-mail to network list Known competitor tactics Several entities running local surveys of poor quality No one delivering this output quality on national level Tuesday, September 29, 2009
  13. 13. ...as a high yielding channel... Tuesday, September 29, 2009
  14. 14. ...with commercial savvy... Tuesday, September 29, 2009
  15. 15. ...to drive multiple KPIs... Tuesday, September 29, 2009
  16. 16. ...and the regard of bitter enemies Text Tuesday, September 29, 2009
  17. 17. Promotion best practice learnings Tuesday, September 29, 2009
  18. 18. Strategy for growing databases Strategy Effectiveness Speed Difficulty Progress Value add all newspaper subscriptions with free e-editions with opt ins via telesales Deliver sustained editorial promotion in drop zone areas Add newsletter sign up call to action in article level headers and footers Use aggressive acquisition based e-mail campaigns with promotional inducements Use viral promotion and e-mail campaign tactics as part of competitions Require sign up to newsletters as part of all competition T&Cs Undertake contra advertising arrangements with outside parties for acquisition Cross promote newsletter databases in e-mail campaign swaps between brands (geo targeted) Cross sell multiple newsletters on a single sign up page Use house inventory to promote newsletter sign ups Tuesday, September 29, 2009
  19. 19. Strategy for retention 6 Months Post Acquisition APN Tuesday, September 29, 2009
  20. 20. ...focuses on the customer journey... Tuesday, September 29, 2009
  21. 21. ...and impacts the P&L ! Tuesday, September 29, 2009
  22. 22. ...this also works for media properties 6 Months Post Acquisition APN Tuesday, September 29, 2009
  23. 23. What works Newsletters as a product •Fresh new content •Personalisation •Alerts •User control over delivery •User input into product E-Mail as commercial proposition •Cleansing of dead e-mails •Surveys of how to improve •eDMs on a regular schedule •Quality messaging Tuesday, September 29, 2009
  24. 24. When the user talks...listen... Tuesday, September 29, 2009
  25. 25. ...and innovate with co-creation Tuesday, September 29, 2009
  26. 26. ...managed profitably Your news...your way Weekly Editors Review Tuesday, September 29, 2009
  27. 27. What does not work Newsletters as a product •Staid repurposed content •No customer contribution to product •No interactivity E-Mail as commercial proposition •Too many eDMs •Daily newsletters (non-premium content) •Bad creative •Bad design and standards Tuesday, September 29, 2009
  28. 28. Challenges of publishing organisation Sales Editorial IT Product Marketing The organisation may operate like an Amoeba, housed by a commercial brand and culture but able to find touch points with the customer from different business units (with business units often unaware of what the other is doing). Strategy must find ways to harvest e-mail and data through its unique touch points BUT WITH A STRUCTURE AND VISIBILITY. Tuesday, September 29, 2009
  29. 29. Early stages Product Editorial IT Sales Marketing Customers are a precious resource, use marketing to identify and segment - coordinating the rest of the business to acquire and retain them through technology and process. Tuesday, September 29, 2009
  30. 30. But customer acquisition is expensive Now you got them, how do you keep them happy? Tuesday, September 29, 2009
  31. 31. ...you give the customer what they want Editorial Marketing Sales IT Product Tuesday, September 29, 2009
  32. 32. How can we not make money when the demand for media has increased more than 10 fold? Tuesday, September 29, 2009
  33. 33. Make it easy for customer to consume Editorial Marketing Sales IT Product .and sometimes new products and diets emerge! Making it easy for users to digest APN content (e-mail is one way), leads to trust and sharing of ideas. A good business listens to those ideas, lets the customer in and a similar co-creation process emerges. The old business is not dead, just continuously re-invented. Tuesday, September 29, 2009
  34. 34. ...with a modern platform Tuesday, September 29, 2009
  35. 35. A worst case scenario workaround... Vendor System Telesales system data Tuesday, September 29, 2009
  36. 36. Print |e-mail | mobile collaboration... Tuesday, September 29, 2009
  37. 37. ...can pay dividends to the business Tuesday, September 29, 2009
  38. 38. ...Best case Enterprise Communications platform Developing an enterprise application platform allows the business to support a variety of functions, scale to the business and minimise or eliminate much of the overhead required to support large user base. ASP solution can integrate with internal systems, enforce business rules and eliminate IT architecture issues. Tuesday, September 29, 2009
  39. 39. Recommendations Providers Communications Transactional E-Mail Technology Platform Newsletter Open architecture Outsource for Alerts API specialisation and Mobile interoperability with internal systems Leadership and Process Capacity Centralise control within Use technology to devolve specialised Marketing tactical capability to department to manage privacy greater business to scale and privileges as a resource to growth and activity the business Management Empower senior management that understands business units and how they fit together; how to foster autonomy as it benefits the customer and where to create discipline and compliance where it is required; robust planning to educate all parts of the business to evolve Tuesday, September 29, 2009
  40. 40. EDM commercial model Emails Email Pis Page Impressions Email Subscribers @ 4% Open sent / Distribution Click-thrus (avg. 91% of @1.06% of Email Pi Contribution Time Ubs @ 7% growth @22.16/UB growth Rate % month costs open) total Pis to total % Month 1 300,000 6,648,000 20,000 31% 80,000 $800.00 22,568 70,469 1.06% Month 2 321,000 7,113,360 20,800 31% 83,200 $832.00 23,471 75,402 1.06% Month 3 343,470 7,611,295 21,632 31% 86,528 $865.28 24,410 80,680 1.06% Month 4 367,513 8,144,086 22,497 31% 89,989 $899.89 25,386 86,327 1.06% Month 5 393,239 8,714,172 23,397 31% 93,589 $935.89 26,401 92,370 1.06% Month 6 420,766 9,324,164 24,333 31% 97,332 $973.32 27,457 98,836 1.06% Month 7 450,219 9,976,855 25,306 31% 101,226 $1,012.26 28,556 105,755 1.06% Month 8 481,734 10,675,235 26,319 31% 105,275 $1,052.75 29,698 113,157 1.06% Month 9 515,456 11,422,502 27,371 31% 109,486 $1,094.86 30,886 121,079 1.06% Month 10 551,538 12,222,077 28,466 31% 113,865 $1,138.65 32,121 129,554 1.06% Month 11 590,145 13,077,622 29,605 31% 118,420 $1,184.20 33,406 138,623 1.06% Month 12 631,456 13,993,056 30,789 31% 123,156 $1,231.56 34,742 148,326 1.06% Month 13 675,657 14,972,570 32,021 31% 128,083 $1,280.83 36,132 158,709 1.06% Assume sell one EDM to database per month at $2,000 Projections Time Subs Cost Pis EDM Revenue Display PI $ ($1.60 CPM) Month 1 20,000 $1,000.00 70,469 $2,000.00 ??? $112.75 Month 2 20,800 $1,040.00 75,402 $2,080.00 ??? $120.64 Month 3 21,632 $1,081.60 80,680 $2,163.20 ??? $129.09 Month 4 22,497 $1,124.86 86,327 $2,249.73 ??? $138.12 Month 5 23,397 $1,169.86 92,370 $2,339.72 ??? $147.79 Month 6 24,333 $1,216.65 98,836 $2,433.31 ??? $158.14 Month 7 25,306 $1,265.32 105,755 $2,530.64 ??? $169.21 Month 8 26,319 $1,315.93 113,157 $2,631.86 ??? $181.05 Month 9 27,371 $1,368.57 121,079 $2,737.14 ??? $193.73 Month 10 28,466 $1,423.31 129,554 $2,846.62 ??? $207.29 Month 11 29,605 $1,480.24 138,623 $2,960.49 ??? $221.80 Month 12 30,789 $1,539.45 148,326 $3,078.91 ??? $237.32 Month 13 32,021 $1,601.03 158,709 $3,202.06 ??? $253.93 $16,626.84 1,419,287 $33,253.68 ??? $2,270.86 Year 1 Year 2 YR1 Revenue $33,254 YR2 Revenue $33,254 YR 1 Cost 16,627 YR 2 Cost 16,627 Once off YR1 build cost 5,000 -- -- YR1 Net ROI 54% YR2 Net ROI 100% Tuesday, September 29, 2009

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