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Successful E-Marketing Initiatives
Southern California BMA
Irvine Marriott
Irvine, CA
May, 6th 2002
Enterprise Email Marke...
What is Email Marketing?
Email marketing is:
• Personalized
• Targeted
• Relevant
• Timely
• Pro-active versus Re-active (...
Metrics for Tracking and Reporting
- Opens / Views / Reads**
- Click-throughs, Total (nominal, percent)
- Click-throughs b...
What Makes a Successful Email Campaign?
- Set Marketing objectives for the campaign
- Develop a campaign to meet those obj...
Campaign Objectives
- Acquisition
- Retention
- Conversion (Response marketing)
- Sales (first time, upsells)
- Subscripti...
Interpreting The Results with Industry Benchmarks
Don’t judge the success or failure of your campaign
using Industry Bench...
Typical HTML Email Content with Dynamic Re-Directs
Re-direct #1
Re-direct #6
Re-direct #5
Re-direct #4
Re-direct #3
Re-dir...
0 10000 20000 30000 40000 50000 60000
1
2
3
4
5
6
7
8
LinkRe-Direct
Numbers of Click-Throughs
Pareto Analysis of Clickthro...
Reporting by host (domain) names provides clear
indication of domain delivery capability & success rates
Successful E-Mark...
Data can be further mined to provide relevant
information such as message format activity by host name
Successful E-Market...
Split Runs and Testing
Use Split Runs and Hypothesis Testing to
increase Response Rates
- Subject lines
- From line (fancy...
Typical HTML Email Content with Dynamic Re-Directs
Re-direct #1
Re-direct #6
Re-direct #5
Re-direct #4
Re-direct #3
Re-dir...
0 10000 20000 30000 40000 50000 60000
1
2
3
4
5
6
7
8
LinkRe-Direct
Numbers of Click-Throughs
Pareto Analysis of Clickthro...
450
Offer & Message Testing
Offer A Offer B
N=1,000* N=1,000*
250
*Population is assumed to be normally distributed
Respon...
450
Offer A Offer B
N=1,000* N=1,000*
250Recipient Group 1
Recipient Group 2
350
100 200
50
*Population is assumed to be n...
Successful
E-Newsletters
Incentive Strategies
Click-through
Strategies
Successful E-Marketing Initiatives: Enterprise Emai...
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Successful E-Marketing Initiatives, Enterprise Email Marketing, eBay & Wells Fargo

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Successful E-Marketing Initiatives, Enterprise Email Marketing, eBay & Wells Fargo. How to capture the granular Recipient Activity Data and turns that into Actionable Information so that a company can acquire, retain,and convert.

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Successful E-Marketing Initiatives, Enterprise Email Marketing, eBay & Wells Fargo

  1. 1. Successful E-Marketing Initiatives Southern California BMA Irvine Marriott Irvine, CA May, 6th 2002 Enterprise Email Marketing eBay & Wells Fargo By James Santagata
  2. 2. What is Email Marketing? Email marketing is: • Personalized • Targeted • Relevant • Timely • Pro-active versus Re-active (out of sight/site, out of mind) • Always 100% opt-in – never SPAM Ideally captures the granular Recipient Activity Data and turns that into Actionable Information so that a company can acquire, retain,and convert. Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  3. 3. Metrics for Tracking and Reporting - Opens / Views / Reads** - Click-throughs, Total (nominal, percent) - Click-throughs by Redirects (nominal, percent) - Bounces (hard vs soft) - Subscribes - Unsubscribes - Forwards / Referrals - Replies - External Database overlays: utilize firms info assets (Purchase history, demographics, psychographics) Always monitor for List Fatigue, tainted lists, trends, opportunities Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  4. 4. What Makes a Successful Email Campaign? - Set Marketing objectives for the campaign - Develop a campaign to meet those objectives - Determine what metrics will be used to determine “Success” - Review the results, testing and improving through a closed-loop feedback process. Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  5. 5. Campaign Objectives - Acquisition - Retention - Conversion (Response marketing) - Sales (first time, upsells) - Subscriptions - Review the results, testing and improving through a closed-loop - Re-marketing - Cross Sells - Back-end Sales Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  6. 6. Interpreting The Results with Industry Benchmarks Don’t judge the success or failure of your campaign using Industry Benchmarks. - Too many variables - Vertical markets - Campaign objectives - Branding - May set your sights too low or too high Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  7. 7. Typical HTML Email Content with Dynamic Re-Directs Re-direct #1 Re-direct #6 Re-direct #5 Re-direct #4 Re-direct #3 Re-direct #2 Re-direct #8 Re-direct #7 Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  8. 8. 0 10000 20000 30000 40000 50000 60000 1 2 3 4 5 6 7 8 LinkRe-Direct Numbers of Click-Throughs Pareto Analysis of Clickthroughs % Breakdown 8% 5% 6% 12% 16% 24% 14% 16% Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  9. 9. Reporting by host (domain) names provides clear indication of domain delivery capability & success rates Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  10. 10. Data can be further mined to provide relevant information such as message format activity by host name Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  11. 11. Split Runs and Testing Use Split Runs and Hypothesis Testing to increase Response Rates - Subject lines - From line (fancy name) - Message Particulars: - Ad copy - Creative - Hyperlink positioning -Offers - Prices - Pricing (nominal versus percentage) - Bundling - Terms - Temporal (day of week, time of day, seasonal, cyclical) - Geographic Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  12. 12. Typical HTML Email Content with Dynamic Re-Directs Re-direct #1 Re-direct #6 Re-direct #5 Re-direct #4 Re-direct #3 Re-direct #2 Re-direct #8 Re-direct #7 Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  13. 13. 0 10000 20000 30000 40000 50000 60000 1 2 3 4 5 6 7 8 LinkRe-Direct Numbers of Click-Throughs Pareto Analysis of Clickthroughs % Breakdown 8% 5% 6% 12% 16% 24% 14% 16% Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  14. 14. 450 Offer & Message Testing Offer A Offer B N=1,000* N=1,000* 250 *Population is assumed to be normally distributed Responses/Interactions Total Responses Optimized Response is attained with Offer A -- 45% response Rate Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  15. 15. 450 Offer A Offer B N=1,000* N=1,000* 250Recipient Group 1 Recipient Group 2 350 100 200 50 *Population is assumed to be normally distributed Responses/Interactions Optimized Response is attained with: Offer A to Group 1 (35% response rate) AND Offer B to Group 2 (20% response rate). Offer & Message Testing Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata
  16. 16. Successful E-Newsletters Incentive Strategies Click-through Strategies Successful E-Marketing Initiatives: Enterprise Email Marketing by James Santagata

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