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Email Marketing Tool You Can Not Ignore
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Email Marketing Tool You Can Not Ignore

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  • Transcript

    • 1. eMail Marketing, the marketing tool you can't afford to ignore. Gabriela Linares eMarketing Association January 2003
    • 2.
      • “ 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.”
      • Peppers & Rogers Group
    • 3. Why eMail Marketing?
      • Cost Savings
      • Quick Response Cycles
      • Generates Revenues
      • Popular Medium
      • Effective Medium
      • Results are Measurable
      • Builds Customer Relations
    • 4. Average Cost per Marketing e-Mail sent in the US (2001-2006)‏ Source: Forrester Research, August 2001, extrapolated by eMarketer, June 2002
    • 5. Cost Savings due to eMail Usage among US companies, 2002 As a percentage of respondents Source: AIM, April 2002, n=110 companies
    • 6. Revenue Generated through eMail Usage among US companies, 2002 As a percentage of respondents Source: AIM, April 2002, n=110 companies
    • 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. Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic Source: Forrester Research, March 2001
    • 9. Effective eMail Marketing Strategies
      • Common eMail Marketing Objectives
      • Acquisition vs. Retention
      • Popular eMail Models
      • Recipient response
    • 10. 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
    • 11. e-Mail marketing campaign response rates by campaign objective Source: IMT Strategies, September 2001
    • 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. 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. 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
      • Rewards program
      • E-mail discussion groups
      • Product updates of interest
      • Independent media newsletters
    • 15. Top Interest Areas for Permission e-Mail Users in the US
      • Specials/offers from online merchants
      • Specials/offers from local retailers or restaurants
      • Household tips/recipes/crafts
      • Humor
      • Travel
      • Entertainment
      • Weather
      • Local news
      • Tech/business news
      • Finance/stock information
      • Sports
    • 16. Top reasons why US Internet users respond to e-mail offers
      • Know and trust brand
      • Relevant information
      • Good prices
      • Friend has recommended
      • Price/coupon/reward
      • Timely
      • Compelling subject
      • Entertaining
    • 17.
      • “ 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.”
      • Peppers & Rogers Group
    • 18. Questions?
      • Gabriela Linares
      • L-Soft international
      • 301-731-0440
      • 800-399-5449
      • [email_address]
      • www.lsoft.com