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Successful e mail_strategies_kody_media
Successful e-mail marketing requires defining objectives, determining communication strategies, designing effective content, and evaluating results. Key factors include permission-based opt-in lists to respect privacy, personalizing messages for relevance, and measuring metrics like open and click-through rates to optimize campaigns. Outsourcing delivery and list management can help scale an e-mail program if legal and privacy best practices are followed.
Successful e mail_strategies_kody_media
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- 2. Managing e-Mail Marketing •Defining e-Mail Marketing Objectives • Determining Communication Strategies • Reaching your Target Audience • Designing e-Mail Creative • Evaluating Results • Selecting a Solution • Final Recommendations
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- 4. 2003 L-Soft CommonObjectives • Acquire new leads/ registrants/ customers/ clients • Drive immediate sales • Enhance customer retention programs • Build stronger relationships with existing customers/clients • Provide company or product information • Increase revenues by up-selling to existing customers/clients • Post-order targeted e-mails • Build brand awareness • As part of an integrated marketing strategy • Increase web site traffic
- 5. 2003 L-Soft ResponseRates by Campaign Objective 15.30% 15.20% 17.10% 7.90% 5.60% 6.80% Leads Sales Awareness Conversion CTR
- 6. 2003 L-Soft Acquisitionversus retention Acquisition Retention Search engine positioning 94% 6% Banner ads 91% 9% Referral/viral programs 85% 15% Affiliate programs/ sponsorships 75% 25% Incentive programs 51% 49% E-Mail Marketing 37% 63%
- 7. 2003 L-Soft SalesConversion Costs Acquisition Retention E-mail $57.10 $2.50 Direct Mail $25.00 $60.00 Banner ads $140.00 N/A
- 8. 2003 L-Soft DeterminingCommunication Strategies
- 9. 2003 L-Soft Populare-Mail models • Discount sales promotions • Sales transaction confirmations • Account statements • Scheduled corporate newsletters • Press release list • News alerts from Media outlets • Time-based reminders • E-mail discussion groups/ communities • Product announcements • Entertainment (humor, film clips) • Online education courses • Product user/support groups • Auto-responders
- 10. 2003 L-Soft AverageCTR for B2C and B2B e-mail newsletters 3.40% 2.80% 1.90% 0.90% 0.50% 0.30% 0% 2% 4% 2000 2001 2002 B2C B2B
- 11. 2003 L-Soft •Specials/offers from online merchants • Specials/offers from local retailers or restaurants • Household tips/recipes/crafts • Humor • Travel • Entertainment • Weather • Local news • Tech/business news • Finance/stock information • Sports Top Interests for Permission e-Mail Users in the US
- 12. 2003 L-Soft Topreasons why US Internet users respond to e-mail offers • Know and trust brand • Relevant information • Friend has recommended • Price/coupon/reward • Timely • Compelling subject • Entertaining
- 13. 2003 L-Soft ViralMarketing: Types of messages that are forwarded • Merchandise deals and promotions • Prize/coupon/reward • Social/political messages and petitions • Warnings and advisories • High level of relevance • Funny • Work related • Informative • Cool • New Technology
- 14. 2003 L-Soft HowUS internet users learn about new web sites 19% 22% 48% 56% 59% 80% 0% 20% 40% 60% 80% 100% Radio Guess URL Television Viral Marketing Link from other site Search engines
- 15. 2003 L-Soft Reachingyour Target Audience
- 16. 2003 L-Soft USInternet User Attitude towards e-Mail Volume, 2001 49% 3% 34% 15% 0% 20% 40% 60% Just right Somewhat more Too many Cannot handle
- 17. 2003 L-Soft E-mailoverload: Number of e-mail marketing e-mail sent in the US 939 796 674 549 430 289 0 200 400 600 800 1000 2014 2013 2012 2011 2010 2009
- 18. 2003 L-Soft Responseto permission e-mail versus unknown senders 52% 21% 15% 12% 1% 3% 6% 29% 49% 13% 0% 20% 40% 60% Delete Open but annoyed Indifferent Curious to read Eager to read Unknown senders Permission e-mail
- 19. 2003 L-Soft Opt-in,opt-out, double opt-in, spam: Preferred e-mail marketing methods 64% 31% 4% 1% Double Opt-In Opt-in Opt-out Spam
- 20. 2003 L-Soft Ratesfor US e-mail permission- based marketing campaigns 2.10% 7.80% 7.00% 17.80% 0% 5% 10% 15% 20% Unsubscribe Bounce Net conversion Click- through
- 21. 2003 L-Soft Permissione-mail marketing vs. direct mail retention costs Cost per thousand (CPM) Click- Through Rates (CTR) Conversion Rate Cost per sale E-mail to in-house list $5 15% 3.7% $1 Direct Mail to in- house list $761 N/A 3.9% $20
- 22. 2003 L-Soft Buildingyour permission-based lists • Subscriber form on web site • Sponsor lists of sites with a similar demographic • Send to a friend button – viral marketing • Ask for permission to customer base • Maintain list hygiene • E-mail appending…
- 23. 2003 L-Soft BuildingCustomer Intelligence • Harness your Customer Database • Evaluate Customer Behavior • Effective personalization and targeting • Common Segmentation Factors: o Purchase history o Location/zip code o Demographics o Lifestyle/hobbies/interests o Psychographics
- 24. 2003 L-Soft USInternet Users’ Level of Concern Regarding Online Privacy 71.30% 61.70% 23.10% 29.50% 5.50% 8.80% 2015 2014 Not concerned Somewhat concerned Extremely concerned
- 25. 2003 L-Soft USConsumers’ Privacy concerns 69% 70% 75% 66% 68% 70% 72% 74% 76% Hackers will steal info Transactions not secure Sharing info with third parties
- 26. 2003 L-Soft USE-Mail users’ preferred e-mail marketing privacy and customer- support practices • Unsubscribe option in all e-mails • Explicit no-share-address policy • 48-hour e-mail support answers • Editable personal preferences page • Provide phone numbers in e-mail • Explicit privacy policy • Double opt-in confirmation • Unchecked default opt-in box • Third-party privacy seal in e-mail
- 27. 2003 L-Soft MostImportant e-Mail Marketing trust- building factors among US users • Secure sign-up form • Trustworthy reputation • Loyal customer • Well-known brand • Friend recommendation • Trusted site referral • Relevant offers
- 28. 2003 L-Soft Whycustomers would give personal info • Guarantee that the information will not be misused • Eligibility to win a prize in a sweepstakes • Regular e-mail updates for products of their interest • Access to more or better content or information • Affinity points • Receive targeted ads they’re likely to be interested in
- 29. 2003 L-Soft E-mailAppending 24% 76% Ethical Not ethical
- 30. 2003 L-Soft Privacy& Regulations • HIPPA covers health personal information • COPPA protects children • Gramm-Leach Bliley Act concerns financial information • FTC supports Corporate Privacy Policies • Federal spam regulation does not exist • State laws exists in 13 US states, including California, Colorado, etc.
- 31. 2003 L-Soft Creatingthe Content
- 32. 2003 L-Soft E-MailMessage Content • Subject Line – getting recipients to open mail is half the battle • Creativity • Personality and dynamic content • Keep it short and use links to draw reader to your web site • Keep it fresh – don’t re-use the same content • Relevance – the more you understand your customers, the more targeted and relevant messages will be • Frequency • Test messages
- 33. 2003 L-Soft Emailusers’ preferred e-mail marketing personalization models • Communication Control: Digests, Frequency • Self-select content • Name recognition • Personal events & reminders • Geographic relevance • Account History • Recognizing Lifestyle Preferences • Purchasing Behavior
- 34. 2003 L-Soft Preferrede-mail advertisement formats worldwide, Q1 2002 35% 62% 3% HTML Text Rich Media
- 35. 2003 L-Soft Responserates per format 1.20% 7.40% 9.00% 18.50% 3.20% 7.70% 5.30% 15.60% 0.00 % 5.00 % 10.00 % 15.00 % 20.00 % Unsubscribe Bounce Conversion Click- Through HTML Text
- 36. 2003 L-Soft Evaluatingresults
- 37. 2003 L-Soft Howto measure the effectiveness of e-mail marketing campaigns • Click-through rates o unique and sum of events & comparisons • Unsubscribe rates • Open rates • Conversion rates (website tracking) • Click-stream analyses • E-mail pass along rates –viral marketing • Coupon codes • Anonymous tracking to respect privacy • Campaign Comparison Reporting
- 38. 2003 L-Soft Responsetime and cost per unit, e-mail vs. direct mail • Be prepared to handle responses E-Mail Direct Mail Response Time 3 days 3-6 weeks Cost per unit $0.25 $1.25
- 39. 2003 L-Soft ToOutsource or not to Outsource
- 40. 2003 L-Soft Maintainyour server • Hardware/computer network • Dedicated Internet Connection • Software for e-mail management and delivery • Best for large loads and those with experience • More cost-effective/ economies of scale • Flexibility to create campaigns on the fly Outsource your list hosting • Reliability and experience • Redundant servers and delivery capacity • Flexibility to maintain company Internet presence • Ability to move from hosting to in-house when ready • More expensive • Rely on company’s schedule
- 41. 2003 L-Soft Outsourcede-Mail Marketing Services 8% 28% 0% 2% 22% 68% 10% 8% 0% 20% 40% 60% 80% Analysis Delivery Creative Strategy 2014 2015
- 42. 2003 L-Soft EvaluatingOptions • Evaluate software product or hosting service before purchasing • Determine if solution provides appropriate features • Decide what reporting features you need o online real-time reporting, compatibility with other software you employ • Differentiating levels of privacy tracking • Campaign manager to organize jobs • Integration with your database and other applications • Handle bounces
- 43. 2003 L-Soft MainRecommendations • Integrate e-mail into your integrated marketing communication plan • E-Mail marketing is best used for retention and other customer permission-based communications • Offering sales promotions is the most successful strategy • Consider double opt-in and build your permission-based lists • Respect recipients’ privacy to earn their trust • Personalize messages to provide relevant information which will increase response rates • Evaluate options and opt for time-tested solutions
- 44. 2003 L-Soft Questions? Feelfree to reach out. Bob Mann Kody media international, Inc. www.kody.media