Eis tue 0900 arthur hughes

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Eis tue 0900 arthur hughes

  1. 1. Arthur Middleton Hughes The Database Marketing Institute May 3, 2011 May 3, 2011
  2. 2. <ul><li>It is the profit you will receive from your opt-in e-mail subscribers over a three year period </li></ul><ul><li>It varies from company to company, depending on the product and the effectiveness of their e-mails. </li></ul>
  3. 4. <ul><li>E-mails can sell directly in shopping carts. </li></ul><ul><li>They also get people to go to a mall, or pick up the phone to order. </li></ul><ul><li>For every sale in the e-mail, there are 1,2,3,4 or more sales that result from the e-mail . </li></ul><ul><li>E-mails are like TV ads. They get people to do something which is hard to measure. </li></ul>
  4. 5. The e-mail produced 79% of its sales in the store and only 21% online The multiplier is 3.76 Multipliers vary from 0 (no sales beyond the shopping cart) to 6 or more.
  5. 7. Note: each of these 4,330,913 subscribers is worth $27.18 in 3 year profit. Even though most of them will leave, and most will buy nothing.
  6. 8. <ul><li>Use it to justify your e-mail marketing budget </li></ul><ul><li>Use it to determine the value of your unsubscribers – so you can work to keep them. </li></ul><ul><li>Use it to justify a subscriber acquisition program </li></ul><ul><li>Use it to justify scores of new e-mail strategies, </li></ul>
  7. 10. <ul><li>E-mail account teams are busy sending out e-mails. They don’t have time for much else. </li></ul><ul><li>To get them to focus on the uses of LTV is not easy </li></ul><ul><li>For three years, I trained 46 teams serving 213 clients. </li></ul>Results: in 2010 acquisition programs brought in 75,928,572 new subscribers that generated $477,970,361 in annual profits.
  8. 14. One clothing retailer with 900 stores scattered these terminals inside his stores with compelling signage. To enter your e-mail, slide your credit card through these terminals, and a keyboard appears. You enter your e-mail. He got 300,000 new e-mails per month! They were worth $8.26 each. LTV justified the costs for the system.
  9. 15. They boost not only acquisition, but also the open rate.
  10. 17. <ul><li>Ratings and reviews </li></ul><ul><li>Abandoned shopping cart </li></ul><ul><li>Building a marketing database </li></ul><ul><li>Transactions and Triggers </li></ul><ul><li>Social and mobile marketing </li></ul><ul><li>Analytics and Modeling </li></ul><ul><li>Loyalty Programs </li></ul><ul><li>Interactivity: links and clicks </li></ul><ul><li>LTV gives you POWER </li></ul>
  11. 18. <ul><li>Calculate LTV. </li></ul><ul><li>Determine your off-e-mail multiplier. </li></ul><ul><li>Use LTV to assure you are spending enough on e-mail marketing. </li></ul><ul><li>Empower your e-mail teams. </li></ul><ul><li>Grow your profits. </li></ul>
  12. 19. [email_address] www.dbmarketing.com

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