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\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
\'\'MyPC\'\' email marketing
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\'\'MyPC\'\' email marketing

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This presentation, is one of my projects created during ma scholastic year.

This presentation, is one of my projects created during ma scholastic year.

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  • 1. Hitting the bulls-eye in E-mail
  • 2. Communicating with Millions 1. What is e-Mail Marketing 2. Defining e-Mail Marketing Objectives 3. Determining Effective Strategies 4. Reaching your Target Audience 5. Designing e-Mail Content 6. Evaluating Results
  • 3. Communicating with Millions It is a blend of
  • 4. Communicating with Millions @ Build brand awareness @ Acquire new leads/ registrants/ customers @ Drive immediate sales @ Enhance customer retention @ Build stronger relationships with existing customers @ Provide company or product information @ Increase revenues by up-selling to existing customers @ Post-order targeted e-mails @ As part of an integrated marketing strategy
  • 5. Communicating with Millions
  • 6. Communicating with Millions Everyone is doing it! E-MAIL ME THAT • 75% of businesses have email lists • 13% of total marketing budget is When asked e-mail usage in daily spent on email Business activities, 85% said they use e-mail to communicate with When asked what consumers would Customers. like email to replace: 71% of online consumers spent 20 • 54% replace telemarketing minutes or more weekly • 45% replace in-person sales calls exchanging email with friends • 40% direct mail and family in 2009. Source: Association for Source: Interland and new survey from Merkle Interactive Marketing, DoubleClick Study
  • 7. Communicating with Millions Increase Sales Successful e-mail marketing is a strategic process that can and will: @ Increase online sales – shortens sales cycle @ Reduce marketing costs @ Produces customer retention and loyalty @ Helps acquire new customers @ Announces new products Acquire new customers @ Save time by automating your marketing @ Can be the most powerful and cost effective marketing method that marketers have available today– particularly in an economic downturn
  • 8. Communicating with Millions e-Mails have different models: @ Sales Promotions We must @ Transaction confirmations stand out @ Account status e-mails @ Recommendations from friends @ (viral marketing) @ Scheduled corporate newsletters @ Time-based reminders @ Rewards program @ E-mail discussion groups @ Product updates of interest @ Entertainment (humor, film clips) @ E-Mail education series
  • 9. Communicating with Millions 1.Creating MyPC 2. Sending an 3. Tracking Results customer Database e-mail campaign • On service • Newsletters • Messages sent/ • Trade Shows • Promotional bounced • Guestbook Messages • Delivery rate • Networking events • Discussion forum • Forwards • Website Signup posts • Unsubscribed • Spam complaints
  • 10. Communicating with Millions It is important to define a plan, “roadmap” before starting an e-mail marketing How will the campaign message be Define the delivered message Define the audience Define our goals
  • 11. Communicating with Millions • Motivate purchases • Mainly home users, • Reinforce myPC i.e families and brand students. • Bring visitors back Goals Audience • Also there is a to the site range targeted to • Prompt request for business people more information • Post-order • targeted e-mails Message Tools to convey the message • Our message will An e-mail can take the form of: be that home • Newsletter computing is easy • Promotion and reliable • Announcements (the form will be adjusted according to what we need to convey.)
  • 12. Communicating with Millions How do we increase performance? How do we measure performance: • Segmentation • CTR (click through Rates) - type of user • Open Rates • Website Traffic • Personalisation • Calls/ Service conversions - Attributes for a user ex: Dear • E-Mails delivered (name of recipient) • Unsubscribed users - Fully dynamic e-mails is our goal • Deliverability - getting the e-mail into the inbox and not as a spam • Design/ content - crucial to engage the recipient
  • 13. Communicating with Millions Which marketing campaigns are delivering the best result? 4% 4% 11% 11% 14% 23% 33% Source: Sapient Interactive "Smart Agency survey"
  • 14. Communicating with Millions Having found out that one of the best results is being achieved by e-Mail, one has to build a contact list @ Build in–house opt-in list @ Capture web site visitors @ Ask already made contacts for authorization @ Use database to collect demographic & behavioral information @ Re-confirm subscription requests @ Offer easy unsubscribe option
  • 15. Communicating with Millions E-Mail Message Content @ Subject Line – getting recipients to open mail is half the battle @ Creativity @ Personality and dynamic content @ Keep it short and use links to draw reader to your web site @ Keep it fresh – don’t re-use the same content @ Relevance – the more you understand your customers, the more targeted and relevant messages will be @ Frequency @ Test messages
  • 16. What is your preferred format for receiving e-mails? HTML 18% 26% Plain Text 50% 6% No Preference Don't Know this Means Source: Epsilon Global e-Mail Study, 2009 (North America)
  • 17. Communicating with Millions How to measure the effectiveness of e-mail marketing campaigns @ Click-through rates - unique and sum of events & comparisons @ Unsubscribe rates @ Open rates @ Conversion rates (website tracking) @ Click-stream analyses @ E-mail pass along rates –viral marketing @ Coupon codes @ Unanimous tracking to respect privacy
  • 18. Communicating with Millions E-Mail Marketing Metrics Branding Value Visitor Demographics Bounce Rate Time spent on Site Click Path Analysis Conversion 0% 5% 10% 15% 20% 25% Source: Marketing Sherpa, Search Benchmark Guide, June 2008
  • 19. Communicating with Millions • Create a bigger Database • Proper HTML Coding & Design - It is important to see how users view our company emails - Including in our newsletters interactive media such as videos. • Relevant Content • List Segmentation • Deliverability & Sender Reputation • Lifecycle Marketing Customize email marketing messages based on subscriber preferences and segments.
  • 20. Communicating with Millions
  • 21. Communicating with Millions

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