This document provides information about email marketing. It begins by stating that email marketing is an important tool that cannot be ignored. It then discusses what email marketing is, common objectives, why it works, tips for strategy and techniques, the importance of permission, targeting, format, frequency, content, evaluation and results. The document provides details on each of these topics to help explain email marketing and how to effectively implement an email marketing campaign.

1. eMail MarketingChad Miller

2. eMail Marketing, the marketing tool you can't afford to ignore.

3. “e-Mail Marketing is the wave of the future. Fast and cost-effective, e-mail must become an important part of your integrated marketing and media plan.”Peppers & Rogers Group

4. Answering the WHAT? WHY? and HOW? What is eMail Marketing?Why does it work?How to do it?

5. What Is Email Marketing?Utilizing email to deliver professionalcommunications to an interestedaudience containing information therecipient finds valuable in order to:establish regular, on going relationshipeducatepromote identity awarenessstay “top-of-mind” with subscribersspark immediately actionbroaden your audience

6. Common e-Mail Marketing ObjectivesBuild brand awareness

7. Acquire new leads/ registrants/ customers/ clients

8. Drive immediate sales

9. Enhance customer retention

10. Build stronger relationships with existing customers/clients

11. Provide company or product information

12. Increase revenues by up-selling to existing customers/clients

13. Post-order targeted e-mails

14. As part of an integrated marketing strategyTop Interest Areas for Permission e-Mail Users in the USSpecials/offers from online merchants

15. Specials/offers from local retailers or restaurants

16. Household tips/recipes/crafts

17. Humor

18. Travel

19. Entertainment

20. Weather

21. Local news

22. Tech/business news

23. Finance/stock information

24. SportsWhy eMail Marketing?Cost Savings

25. Quick Response Cycles

26. Generates Revenues

27. Popular Medium

28. Effective Medium

29. Results are Measurable

30. Builds Customer RelationsTop reasons why US Internet users respond to e-mail offersKnow and trust brand

31. Relevant information

32. Good prices

33. Friend has recommended

34. Price/coupon/reward

35. Timely

36. Compelling subject

37. EntertainingCost Savings due to eMail Usage among US companies, 2002Source: AIM, April 2002, n=110 companies

38. Revenue Generated through eMail Usage among US companies, 2002Source: AIM, April 2002, n=110 companies

39. Effectiveness of Marketing Techniques used by US Marketers to drive web-site trafficSource: Forrester Research, March 2001

40. Online Marketing Methods used for effective acquisition versus retention Source: DMA- April, 2002

41. Why Does “Good” Email Work?Because people open emailfrom businesses they know and trust…

42. It’s a multi-step process…Make a connection and buildpermission-based listsNurture the connection to form a relationship through your email Campaigns

43. Invest in the relationship to build trust (evaluate your results and refine yourprocess)

44. Step 1: Making the Connection

45. Step 2: Nurture the Connection

46. Step 3: Invest in the Relationship

47. Email Marketing Tips: Strategy and TechniquesWhy Use an Email Service?

48. Permission and SPAM

49. Targeting and Segmentation

50. Format and Frequency

51. Getting Email OpenedEmail Service vs. OutlookStandard Email Programs (e.g. Outlook, Hotmail)Limited # of emails sent at one Time

52. No formatting control