Email Marketing Tool You Can Not Ignore

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  • Email Marketing Tool You Can Not Ignore

    1. 1. eMail Marketing, the marketing tool you can't afford to ignore. Gabriela Linares eMarketing Association January 2003
    2. 2. <ul><li>“ e-Mail Marketing is the wave of the future. Fast and cost-effective, e-mail must become an important part of your integrated marketing and media plan.” </li></ul><ul><li>Peppers & Rogers Group </li></ul>
    3. 3. Why eMail Marketing? <ul><li>Cost Savings </li></ul><ul><li>Quick Response Cycles </li></ul><ul><li>Generates Revenues </li></ul><ul><li>Popular Medium </li></ul><ul><li>Effective Medium </li></ul><ul><li>Results are Measurable </li></ul><ul><li>Builds Customer Relations </li></ul>
    4. 4. Average Cost per Marketing e-Mail sent in the US (2001-2006)‏ Source: Forrester Research, August 2001, extrapolated by eMarketer, June 2002
    5. 5. Cost Savings due to eMail Usage among US companies, 2002 As a percentage of respondents Source: AIM, April 2002, n=110 companies
    6. 6. Revenue Generated through eMail Usage among US companies, 2002 As a percentage of respondents Source: AIM, April 2002, n=110 companies
    7. 7. Top 5 Activities of Americans Online, 2001 Source: US Dept. of Commerce, February 2002 As a percentage of respondents Source: AIM, April 2002, n=110 companies
    8. 8. Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic Source: Forrester Research, March 2001
    9. 9. Effective eMail Marketing Strategies <ul><li>Common eMail Marketing Objectives </li></ul><ul><li>Acquisition vs. Retention </li></ul><ul><li>Popular eMail Models </li></ul><ul><li>Recipient response </li></ul>
    10. 10. 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>
    11. 11. e-Mail marketing campaign response rates by campaign objective Source: IMT Strategies, September 2001
    12. 12. Online Marketing Methods used for effective acquisition versus retention Source: DMA- April, 2002 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
    13. 13. Conversion Costs for Retention and Acquisition Goals Source: IMT Strategies, September 2001 N/A $140.00 Banner ads $60.00 $25.00 Direct Mail $2.50 $57.10 E-mail Retention Acquisition
    14. 14. 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>
    15. 15. Top Interest Areas for Permission e-Mail Users in the US <ul><li>Specials/offers from online merchants </li></ul><ul><li>Specials/offers from local retailers or restaurants </li></ul><ul><li>Household tips/recipes/crafts </li></ul><ul><li>Humor </li></ul><ul><li>Travel </li></ul><ul><li>Entertainment </li></ul><ul><li>Weather </li></ul><ul><li>Local news </li></ul><ul><li>Tech/business news </li></ul><ul><li>Finance/stock information </li></ul><ul><li>Sports </li></ul>
    16. 16. Top reasons why US Internet users respond to e-mail offers <ul><li>Know and trust brand </li></ul><ul><li>Relevant information </li></ul><ul><li>Good prices </li></ul><ul><li>Friend has recommended </li></ul><ul><li>Price/coupon/reward </li></ul><ul><li>Timely </li></ul><ul><li>Compelling subject </li></ul><ul><li>Entertaining </li></ul>
    17. 17. <ul><li>“ e-Mail Marketing is the wave of the future. Fast and cost-effective, e-mail must become an important part of your integrated marketing and media plan.” </li></ul><ul><li>Peppers & Rogers Group </li></ul>
    18. 18. Questions? <ul><li>Gabriela Linares </li></ul><ul><li>L-Soft international </li></ul><ul><li>301-731-0440 </li></ul><ul><li>800-399-5449 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.lsoft.com </li></ul>

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