Arthur Middleton Hughes The Database Marketing Institute May 3, 2011 May 3, 2011
It is the profit you will receive from your opt-in e-mail subscribers over a three year period
It varies from company to company, depending on the product and the effectiveness of their e-mails.
E-mails can sell directly in shopping carts.
They also get people to go to a mall, or pick up the phone to order.
For every sale in the e-mail, there are 1,2,3,4 or more sales that result from the e-mail .
E-mails are like TV ads. They get people to do something which is hard to measure.
The e-mail produced 79% of its sales in the store and only 21% online The multiplier is 3.76 Multipliers vary from 0 (no sales beyond the shopping cart) to 6 or more.
Note: each of these 4,330,913 subscribers is worth $27.18 in 3 year profit. Even though most of them will leave, and most will buy nothing.
Use it to justify your e-mail marketing budget
Use it to determine the value of your unsubscribers – so you can work to keep them.
Use it to justify a subscriber acquisition program
Use it to justify scores of new e-mail strategies,
E-mail account teams are busy sending out e-mails. They don’t have time for much else.
To get them to focus on the uses of LTV is not easy
For three years, I trained 46 teams serving 213 clients.
Results: in 2010 acquisition programs brought in 75,928,572 new subscribers that generated $477,970,361 in annual profits.
One clothing retailer with 900 stores scattered these terminals inside his stores with compelling signage. To enter your e-mail, slide your credit card through these terminals, and a keyboard appears. You enter your e-mail. He got 300,000 new e-mails per month! They were worth $8.26 each. LTV justified the costs for the system.
They boost not only acquisition, but also the open rate.
Ratings and reviews
Abandoned shopping cart
Building a marketing database
Transactions and Triggers
Social and mobile marketing
Analytics and Modeling
Interactivity: links and clicks
LTV gives you POWER
Determine your off-e-mail multiplier.
Use LTV to assure you are spending enough on e-mail marketing.