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Die Top-Trends Im E Mail Marketing

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Vortrag auf dem Online-Marketing Forum (http://www.onlinemarketingforum.de) am 24.05.07 in Düsseldorf.

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Die Top-Trends Im E Mail Marketing

  1. 1. Die Top-Trends im E-Mail Marketing Online Marketing Forum 25.05.2007 artegic AG Nico Zorn, Leiter Online-Marketing
  2. 2. artegic entwickelt Technologien für digitale Kommunikation und ist Hersteller der E-Mail und RSS Marketing-Lösung ELAINE PX.
  3. 3. Web 2.0: • ein Logo (Beta) • ein Newsletterformular • ein Absenden-Button • ?
  4. 4. E-Mail Nutzung steigt weiter an
  5. 5. 60% der Deutschen nutzen das Internet für den privaten E-Mailversand. * Quelle: Bitkom / Eurostat (Zahlen von 2006)
  6. 6. 2004: 51%
  7. 7. 2002: 38%
  8. 8. Mobile E-Mail Marketing
  9. 9. E-Mail wird mobil • Mobile E-Mail wird einfacher – Vorinstallierte Software, große Geräteauswahl • Datentarife werden bezahlbar – Simyo: Preissenkung um 98 % • Unternehmen drängen in den Privatkundenmarkt – 1&1 Pocket Web, Blackberry • ECO-Expertenumfrage: „E-Mail wird SMS und MMS auf mobilen Endgeräten den Rang ablaufen“
  10. 10. Praxisempfehlungen: Mobile E-Mail Marketing • Plaintext-Version (Multipart) • Above the fold – meint: Im ersten Satz! • Kurze Texte (2-3 Absätze) • Mobiler Rückkanal – Telefon-Nummer – mobile Landing Page • Kurze Betreffzeilen
  11. 11. Darstellung auf mobilen Endgeräten Plattform / Endgerät Zeichenanzahl Betreff Beispiel HTML? Windows Mobile 5.0 39 Lorem ipsum dolor sit amet, consectetue - Windows Mobile 6.0 39 Lorem ipsum dolor sit amet, consectetue a Blackberry (blue, ältere Modelle) 18 Lorem ipsum dolor - Blackberry (silver, neuere Modelle) 10 Lorem ipsu - iPhone ? ? a
  12. 12. RSS? • Standard für die Verbreitung von Online-Content • Ermöglicht das Abonnieren von Websites • 27% der US Internet-User nutzen RSS* • Nutzungszeit: 4 Stunden pro Woche* RSS „on board“: • Windows Vista (!) • Firefox • Internet Explorer 7 • Safari / Mac OS • Webbasierte RSS-Reader * Yahoo: RSS – Crossing the Mainstream
  13. 13. RSS Marketing
  14. 14. Vorteile von RSS • Keine False Positives • Einfacher An- und Abmeldevorgang • Anonymer Bezug möglich • Bereits hohe Nutzerakzeptanz bei Opinion Leaders • Plattform-unabhängig
  15. 15. Nachteile von RSS • Bislang geringe Verbreitung / Nutzerakzeptanz • In d. Regel hohe Aktualisierungsfrequenz • Unpersönlicher Eindruck – „Ein Angebot nur für Sie“? • u.U. fehlende Profildaten (anonymer Bezug)
  16. 16. Praxisempfehlungen RSS-Marketing • RSS-Icon prominent platzieren • RSS-Link im Header der Website • Regelmäßige Veröffentlichungsfrequenz • RSS erläutern und Vorteile kommunizieren • Newsletter als Alternative
  17. 17. Märkte sind Gespräche * Cluetrain Manifest, www.cluetrain.de
  18. 18. E-Mails sind Gespräche
  19. 19. „The ideal solution to being truly one-to one with an interactive medium like email is to hire and train as many frontline staff as it takes.“ * Nick Usborne: Net Words – Creating High Impact Online Copy
  20. 20. Werden Sie persönlich! • Personalisierte, individualisierte Mails • Ansprechpartner und Kontaktmöglichkeiten • Kein PR-Deutsch • Inbound-Mails schnell und persönlich beantworten
  21. 21. bittenichtantworten@unternehmen.de
  22. 22. bittenichtantworten@unternehmen.de
  23. 23. E-Mail Marketing wird mobil, um RSS ergänzt und noch persönlicher.
  24. 24. Vielen Dank! Informationen zu ELAINE: www.elaine.de Newsletter mit Praxistipps für erfolgreiches E-Mail Marketing: www.elaine.de/newsletter Kontakt: nico.zorn@artegic.de Tel.: 0228 22 77 97-31 www.artegic.de

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