โดย โดย คุณตราวุทธิ์ เหลืองสมบูรณ์ กรรมการผู้จัดการบริษัทอินโฟจิเนชั่น จำกัด จากจากเอกสารประกอบการอบรม Digital Marketing เมื่อวันที่ 26-27 กรกฎาคม 2554 ณ โรงแรม FX Resort Chaweng จังหวัดสุราษฎร์ธานี

1. Email Marketing
by Trawut Luangsomboon

2. Adults Online Reported Activities
Source: marketingprofs.com

3. Critical mass:
Reaches 93% of internet users
(Jupiter Research)
Lower costs: Response rates:
1/10 the cost per 10x greater than
communication direct mail
(Andersen) (DMA)
Relationship builder:
80% of visitors never return
(eMarketer)

4. Email Usage on Smartphones
Source: ExactTarget’s 2009 Channel Performance Survey

5. Email Marketing Model
Growing Finding
Keeping Getting

6. Finding The Right Prospect
Social Bookmarking
Social Bookmarking
Search Engine Optimization
Search Engine Optimization
YouTube
YouTube
Affiliate Marketing
Affiliate Marketing Blog Reviews
Blog Reviews
FaceBook
FaceBook
Banner Ads Pay Per View
Pay Per View
Banner Ads Twitter
Twitter
Pay Per Click
Pay Per Click Article
Article
Link Exchange
Link Exchange Offline Advertising Methods
Offline Advertising Methods Viral
Viral
Forum Signatures
Forum Signatures
Marketing
Marketing

7. Getting Opt in Email

8. Get Permission
• Opt-in
– Recipient volunteered
to receive your email
• Opt-out
– Recipient did not want to receive your email anymore

9. Get Permission
• Double Opt-in/
Confirm Opt-in
– Recipient confirm their
need to get your email

10. Email Acquisition: Calls to Action
source: www.JeanneJennings.com

11. Email Acquisition: Calls to Action
• AIR MILES Reward
Program (Canada)
Peeling Script: www.peelyourads.com
source: www.JeanneJennings.com

12. Keeping
your Relationship

13. Personalization

14. Look
&
Feel

15. Follow up email

16. Broadcast email

17. Easy to Read Email
• Word Wrap
• White Space
• Stress the important

18. Every email is customized
and includes agent’s
• Photo
• Email Address
• Phone
Results
• 5.5% Higher Open Rates
• 23% Higher CTR

19. Growing Your Business

20. Open Rate
Click Through Rate
Conversion
Rate

21. Email Performance by Industry
Source: marketingprofs.com

22. Email Segmentation

23. Knowing Your Customers
and
Give what they Want

24. “We want to continue building relationships with our
customers by sending them targeted communications
and offers.”
Product News
Store Locations
Email 2 times/ month
Special Store Offers
Special Online offers
Promotion Depends
on Geo Location Over 50% Open Rates

25. Email
Marketing
Social
Media

26. Store Your Email Online

27. Archive Every Email

28. Automatically
Send Email
from Blog Update

29. Sharing Email to FaceBook/ Twitter

30. Desired Content in Permission Based Email
Source: marketingprofs.com

31. Quick Tip: Transactional Messages
• Higher open rates and
higher click-through
rates
– Than other types of
email
• Incorporate relevant
promotional messages
– Even better: position as
a benefit

32. Customer Retention is the Key
• Aim to build relationships and
gain trust from your customers
• Aim to create brand
advocates
Develop brand loyalty to improve customer lifetime value.