8. Хэдэн удаа явуулах вэ ? Source: UK DMA National Benchmarking Survey ( www.dma.org.uk )
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10. Е-майл маркетинг: олон дахин явуулах Хариу үйлдэл 25% -р нэмэгдсэн First Campaign, Open rate, 8 to 10% Second Campaign, Open rate, 50 to 75% Source: E-consultancy Masterclass 2005 - BCA
11. Олон сувгийг ашиглан хэрэглэгчид хүрэх - Event Jan Feb April CRM product launch event E-mail (E1-3) Direct mail mailer (M1-4) Mar M1 (15) M2 (14) M3 (16) M4 (11 ) E1 (29) E2 (17) E3 (14) Explanatory notes: 1. Each list member received 4 mails and 3 e-mails unless they responded. 2. Number of individuals who attended event from each ‘wave’ in brackets. 3. Total list size unavailable. 4. M1 generated 100 visits to site, E1 120 visits to site. 5. Offer and creative varied for each wave. Telemarketing (list creation)
19. Бүх 3 байдлаар харж үз … Plain Text Version No images Full HTML The MIME standard (Multipart Internet Mail Extension) defines how text and image versions of Email are formatted.
E-mail marketing Excellence – JD Edwards launch CRM system using an integrated campaign Campaign objectives Software supplier JD Edwards wanted to launch its CRM programme into the UK. A ‘Window into the World of CRM’ event was organised for 21st March 2002 with a minimum of 30 attendees required from the direct marketing campaign. Campaign tactics An integrated campaign using four direct mail and three direct mail campaigns was produced (Figure 3‑9). All messages were each received by each list member. These were supported by a microsite to gather customer details. Telemarketing was used throughout the campaign to gain prospects. Those contacted were offered the choice of hearing about a new product and hearing from independent experts on CRM. Those contacted included both JD Edwards customers and prospects obtained from a bought-in list. Creative A series of high impact direct mail pieces using key statements and imagery related to a Valentines day theme were used. The background of the e-mail was red to fit in with the theme and to achieve high impact. The following images and strap lines were used: Mailer One / E-mail 1 - Man wrapped in rope: ‘There Are Other Ways Of Keeping Your Customers.’ Mailer Two - Cheesecake: ‘Keep Them Coming Back For More.’ Mailer Three / E-mail 2 - Man in straight jacket: ‘Once You’ve Got Them You’ll Want To Keep Them.’ Mailer Four /E-mail 3 - Heart shaped chocolate box: ‘Keep Them Sweet.’ Results The target of 30 attendees was exceeded with 80 registrations achieved via the microsite (see Figure 3‑9). Over 200 prospects showing an active interest in the product were also gained. The e-mail was more effective at generating visits to microsite than the direct mail, but not significantly so, e.g. Mailer 1 generated 100 visits to the site while E-mail 1 generated 120 visits. Source: Philippa Edwards, Anderson Baillie Marketing ( www.andersonbaillie.com )
This is what Bryan Eisenberg, author of “Call-to-action”, says about scanning and skimming. Scanning ‘ A visitor arrives and her eyes immediately begin scoping out the situation to determine if she's in the right place. First, she'll scan the visible screen for prominent elements, determining if they mesh with her mental image of her mission. As she scans, in addition to collecting top-level clues such as headlines, she'll evaluate larger-scale issues, such as legibility, arrangement, and accessibility. This is where more prominent features, including type size, page layout, and color use come into play. You want to help her to minimize the time she spends finding, sorting, and selecting information and to engage her in the conversion process. If she doesn't find top-level clues she's in the right place or if she finds the page hard to deal with, she's back on her horse, galloping to another site.’ Skimming ‘ Skimming is the second, but equally important, activity. It's reading based, a refinement of the information-gathering process. When a visitor has a fairly good idea of the lay of the land, she's going to start engaging with the copy. She's not ready to stop and read anything thoroughly -- yet. She's not sure if it's worth her while. She'll start with a superficial skim, looking for highlights and important keywords that help direct further involvement. This is where bold keywords, bullets, short text blocks, strong first and last sentences in each paragraph, legible fonts, and even effective hyperlink use make a difference.’
Use text blocks such that the message and offer are still clear and encourage pictures to be downloaded. Mailer-Mailer June 2006 surveys shows that response rate is 2.71% for Text and 3.31% for HTML.
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