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E-mail
Marketing
Zeynep ÇIKIN
Why Email Marketing ?
• It doesn't clog your company mail server.
• It's extremely cost-effective and sometimes even
FREE
• Outbound emails can be scheduled and sent
automatically
• Take advantage of email message templates for a
professional look
• Manage your contacts, distribution lists, and
subscription links
• Edit your content directly or insert content from
external feeds
• Easy to read, up-to-the-minute reports
Benefits of E-mail
Marketing
•

Global reach - a website allows you to find new markets and
trade globally for only a small investment.

•

Lower cost - a properly planned and effectively targeted emarketing campaign can reach the right customers at a much
lower cost than traditional marketing methods.

•

Trackable, measurable results - web analytics and other online
metric tools make it easier to establish how effective your
campaign has been. You can obtain detailed information about
how customers use your website or respond to your advertising.

•

Personalisation - if your customer database is linked to your
website, then whenever someone visits the site, you can greet
them with targeted offers. The more they buy from you, the more
you can refine your customer profile and market effectively to
them.
Benefits of E-mail
Marketing
• Openness - by having a social media presence and
managing it carefully, you can build customer loyalty
and create a reputation for being easy to engage with.
• Social currency - e-marketing lets you create engaging
campaigns using different types of rich media. On the
internet these campaigns can gain social currency being passed from user to user and becoming viral.
• Improved conversion rates - if you have a website, then
your customers are only ever a few clicks away from
completing a purchase. Unlike other media which
require people to get up and make a phone call, or go
to a shop, e-marketing can be seamless and immediate.
Types of campaign
There are two types of campaign:
• an acquisition campaign – creating awareness and
desire amongst a target market unfamiliar with your
offering
• a retention campaign – for keeping in touch with
existing customers or qualified prospects.
Develop an e-marketing
plan
• Identify your target audience
• Understand your competitors

• Set your objectives
• Plan your tactics
• Agree a budget
Types of e-mail marketing
• Employee Newsletters & Bulletins: Internal
communication is an important and often
overlooked function. Email blasts to employees on
new programs, initiatives, products. and services
can be a very effective way to communicate what
is going on in your organization.
• Press & Media Releases: Public Relations companies
have really picked up on email campaign software
to streamline the design and distribution of
professional press releases. With a click of a button
media contacts can be notified immediately.
Types of e-mail
marketing
Customer Newsletters &
Bulletins: Online enewsletters and bulletins
are a great way to
connect with customers
on new programs,
products, and services, as
well as communicate
other important
information about your
organization.
Types of e-mail
marketing
Email Marketing
Campaigns: Email
marketing campaigns are a
great way to market new

programs, products, services
and communicate other
important information to
your customers.
Types of e-mail
marketing
News Services and
Announcements: Email
event notifications and
announcements are also

important to communicate
to your customers and
prospects.
Measuring success
The delivery rate is the number of emails that get
through to the recipient’s inbox – in other words those
that don’t bounce.
There are two types of bounce.
• A hard bounce is where the email address is not
valid – for example where there is a typing error in
the address or the person has left – both of these
are easily checked.
• A soft bounce is where the email cannot be
accepted by the mail server – for example if
someone is on holiday and their inbox is full or the
firewall blocks it.
Measuring success
• After each campaign has been sent, it is important
to download the list of the bounces and research
and clean this data to ensure that the database is
in prime condition for the next emailing.
• When an organization starts emailing having not
done so before, bounce rates might be as high as
25%. Over time, with continuous management, it is
possible to get that down to 2 or 3%.
Measuring success
• Delivery rate:
o acquisition – 88%
o retention – 97%

• Open or view:
o acquisition – 23%
o retention – 33%

• Unique click-through:
o acquisition – 14%
o retention – 25%

(Source: Berners Marketing – September 07 to August 08)
Reporting
Reporting
Reporting
Selecting an email system
All organisations will be concerned about security of
data, reliability of the system and will be keen to avoid
any risk relating to viruses or server failure.

There are three main options to send bulk emails:
• sending directly from the server, usually via
Microsoft Outlook
• investing in a specialist email service provider
• using the website or marketing agency to manage
campaigns.
Evaluating costs
• There will be some sort of licence fee for access to the
software, and this will usually depend on the number of
users or sending identities.
• There may be a cost per send or this may be included in
the licence fee up to a maximum number of contacts in
the database.
• It is likely that the system will include some templates
where you can add your own branding. But if you want
a truly unique email template you need to budget
for design and programming. The cost will depend on its
complexity, for example at the top end you might want
to commission an interactive game.
• Some suppliers charge an ‘additional fee’ for making
the “Sender” email address appear to come from your
organisation.
Developing a mailing list
• Gather addresses
First, develop a list of your
current customers' e-mail
addresses. Currently,
many businesses are
capturing e-mail
addresses along with their
customers' other contact
info.
Developing a mailing list
Developing a mailing list
• You can add the data
you gather to an
existing database by
using programs such as
Microsoft Access,
Microsoft Excel, — or
you can add it to your
Microsoft Outlook®
address book.
Sectors
•
•
•
•
•
•
•

Retail and E-Commerce
Financial Services
Insurance
Travel and Hospitality
Health
Architecture
Media and Consultancy
Case Studies
•

Borusan generates leads with its email marketing activities. With the help
of euro.message Live email marketing platform, Borusan achived the
highest number of leads through their emailing activities.

•

Turkcell increases the delivered emails to clients inbox. In order to be
effective in the challenging online market.

•

Soyak Yapı reached the right customers with relevant information and
increased customer retention. As a result there has been seen a high
raise in house sales of Soyak Yapı.

•

Creating projects based on customer satisfaction Doğuş Otomotiv, has
decided to to use digital channels more effectively in order to strengthen
customer relations. Doğuş Otomotiv became to be able to meausure its
e-mail and SMS campaigns for all its brands and so that could create
more effective campaigns according to previous campaign results.
Thank you for your
attention

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e-mail marketing

  • 2. Why Email Marketing ? • It doesn't clog your company mail server. • It's extremely cost-effective and sometimes even FREE • Outbound emails can be scheduled and sent automatically • Take advantage of email message templates for a professional look • Manage your contacts, distribution lists, and subscription links • Edit your content directly or insert content from external feeds • Easy to read, up-to-the-minute reports
  • 3. Benefits of E-mail Marketing • Global reach - a website allows you to find new markets and trade globally for only a small investment. • Lower cost - a properly planned and effectively targeted emarketing campaign can reach the right customers at a much lower cost than traditional marketing methods. • Trackable, measurable results - web analytics and other online metric tools make it easier to establish how effective your campaign has been. You can obtain detailed information about how customers use your website or respond to your advertising. • Personalisation - if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer profile and market effectively to them.
  • 4. Benefits of E-mail Marketing • Openness - by having a social media presence and managing it carefully, you can build customer loyalty and create a reputation for being easy to engage with. • Social currency - e-marketing lets you create engaging campaigns using different types of rich media. On the internet these campaigns can gain social currency being passed from user to user and becoming viral. • Improved conversion rates - if you have a website, then your customers are only ever a few clicks away from completing a purchase. Unlike other media which require people to get up and make a phone call, or go to a shop, e-marketing can be seamless and immediate.
  • 5. Types of campaign There are two types of campaign: • an acquisition campaign – creating awareness and desire amongst a target market unfamiliar with your offering • a retention campaign – for keeping in touch with existing customers or qualified prospects.
  • 6. Develop an e-marketing plan • Identify your target audience • Understand your competitors • Set your objectives • Plan your tactics • Agree a budget
  • 7. Types of e-mail marketing • Employee Newsletters & Bulletins: Internal communication is an important and often overlooked function. Email blasts to employees on new programs, initiatives, products. and services can be a very effective way to communicate what is going on in your organization. • Press & Media Releases: Public Relations companies have really picked up on email campaign software to streamline the design and distribution of professional press releases. With a click of a button media contacts can be notified immediately.
  • 8. Types of e-mail marketing Customer Newsletters & Bulletins: Online enewsletters and bulletins are a great way to connect with customers on new programs, products, and services, as well as communicate other important information about your organization.
  • 9. Types of e-mail marketing Email Marketing Campaigns: Email marketing campaigns are a great way to market new programs, products, services and communicate other important information to your customers.
  • 10. Types of e-mail marketing News Services and Announcements: Email event notifications and announcements are also important to communicate to your customers and prospects.
  • 11. Measuring success The delivery rate is the number of emails that get through to the recipient’s inbox – in other words those that don’t bounce. There are two types of bounce. • A hard bounce is where the email address is not valid – for example where there is a typing error in the address or the person has left – both of these are easily checked. • A soft bounce is where the email cannot be accepted by the mail server – for example if someone is on holiday and their inbox is full or the firewall blocks it.
  • 12. Measuring success • After each campaign has been sent, it is important to download the list of the bounces and research and clean this data to ensure that the database is in prime condition for the next emailing. • When an organization starts emailing having not done so before, bounce rates might be as high as 25%. Over time, with continuous management, it is possible to get that down to 2 or 3%.
  • 13. Measuring success • Delivery rate: o acquisition – 88% o retention – 97% • Open or view: o acquisition – 23% o retention – 33% • Unique click-through: o acquisition – 14% o retention – 25% (Source: Berners Marketing – September 07 to August 08)
  • 17. Selecting an email system All organisations will be concerned about security of data, reliability of the system and will be keen to avoid any risk relating to viruses or server failure. There are three main options to send bulk emails: • sending directly from the server, usually via Microsoft Outlook • investing in a specialist email service provider • using the website or marketing agency to manage campaigns.
  • 18. Evaluating costs • There will be some sort of licence fee for access to the software, and this will usually depend on the number of users or sending identities. • There may be a cost per send or this may be included in the licence fee up to a maximum number of contacts in the database. • It is likely that the system will include some templates where you can add your own branding. But if you want a truly unique email template you need to budget for design and programming. The cost will depend on its complexity, for example at the top end you might want to commission an interactive game. • Some suppliers charge an ‘additional fee’ for making the “Sender” email address appear to come from your organisation.
  • 19. Developing a mailing list • Gather addresses First, develop a list of your current customers' e-mail addresses. Currently, many businesses are capturing e-mail addresses along with their customers' other contact info.
  • 21. Developing a mailing list • You can add the data you gather to an existing database by using programs such as Microsoft Access, Microsoft Excel, — or you can add it to your Microsoft Outlook® address book.
  • 22. Sectors • • • • • • • Retail and E-Commerce Financial Services Insurance Travel and Hospitality Health Architecture Media and Consultancy
  • 23. Case Studies • Borusan generates leads with its email marketing activities. With the help of euro.message Live email marketing platform, Borusan achived the highest number of leads through their emailing activities. • Turkcell increases the delivered emails to clients inbox. In order to be effective in the challenging online market. • Soyak Yapı reached the right customers with relevant information and increased customer retention. As a result there has been seen a high raise in house sales of Soyak Yapı. • Creating projects based on customer satisfaction Doğuş Otomotiv, has decided to to use digital channels more effectively in order to strengthen customer relations. Doğuş Otomotiv became to be able to meausure its e-mail and SMS campaigns for all its brands and so that could create more effective campaigns according to previous campaign results.
  • 24. Thank you for your attention