Advanced Email Marketing Strategies

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  • Advanced Email Marketing Strategies

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

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