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à 2003 L-Soft Successful e-Mail Marketing Practices eMarketing Association May 20-21, 2003 Gabriela Linares.

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Presentation on theme: "Ã 2003 L-Soft Successful e-Mail Marketing Practices eMarketing Association May 20-21, 2003 Gabriela Linares."— Presentation transcript:

1 ã 2003 L-Soft Successful e-Mail Marketing Practices eMarketing Association May 20-21, 2003 Gabriela Linares

2 ã 2003 L-Soft 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

3 ã 2003 L-Soft Defining e-Mail Marketing Objectives

4 ã 2003 L-Soft Common Objectives 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 ã 2003 L-Soft Response Rates by Campaign Objective Source: IMT Strategies, September 2001

6 ã 2003 L-Soft Acquisition versus retention AcquisitionRetention Search engine positioning94%6% Banner ads91%9% Referral/viral programs85%15% Affiliate programs/ sponsorships75%25% Incentive programs51%49% E-Mail Marketing37%63% Source: DMA- April, 2002

7 ã 2003 L-Soft Sales Conversion Costs AcquisitionRetention E-mail$57.10$2.50 Direct Mail$25.00$60.00 Banner ads$140.00N/A Source: IMT Strategies, September 2001

8 ã 2003 L-Soft Determining Communication Strategies

9 ã 2003 L-Soft Popular e-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 ã 2003 L-Soft Average CTR for B2C and B2B e-mail newsletters Source: Opt-in News, May 2002

11 ã 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 ã 2003 L-Soft Top reasons 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 ã 2003 L-Soft Viral Marketing: 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 ã 2003 L-Soft How US internet users learn about new web sites Source: IMT Strategies, Sept. 2001

15 ã 2003 L-Soft Reaching your Target Audience

16 ã 2003 L-Soft US Internet User Attitude towards e-Mail Volume, 2001 Source: IMT Strategies, September 2001

17 ã 2003 L-Soft E-mail overload: Number of e-mail marketing e-mail sent in the US Source: Forrester Research, August 2001

18 ã 2003 L-Soft Response to permission e-mail versus unknown senders

19 ã 2003 L-Soft Opt-in, opt-out, double opt-in, spam: Preferred e-mail marketing methods Source: Opt-In News, May 2002

20 ã 2003 L-Soft Rates for US e-mail permission- based marketing campaigns Source: IMT Strategies, Sept. 2001

21 ã 2003 L-Soft Permission e-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 $515%3.7%$1 Direct Mail to in- house list $761N/A3.9%$20 Source: Forrester Research, August 2001

22 ã 2003 L-Soft Building your 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 ã 2003 L-Soft Building Customer Intelligence Harness your Customer Database Evaluate Customer Behavior Effective personalization and targeting Common Segmentation Factors: oPurchase history oLocation/zip code oDemographics oLifestyle/hobbies/interests oPsychographics

24 ã 2003 L-Soft US Internet Users Level of Concern Regarding Online Privacy Source: UCLA Center for Communication Policy, November 2001

25 ã 2003 L-Soft US Consumers Privacy concerns Source: Harris Interactive, February 2002

26 ã 2003 L-Soft US E-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 ã 2003 L-Soft Most Important 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 ã 2003 L-Soft Why customers 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 theyre likely to be interested in

29 ã 2003 L-Soft E-mail Appending Source: Opt-In News, May 2002

30 ã 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. More information about spam regulations visit: www.spamlaws.com www.spamlaws.com

31 ã 2003 L-Soft Creating the Content

32 ã 2003 L-Soft E-Mail Message 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 – dont re-use the same content Relevance – the more you understand your customers, the more targeted and relevant messages will be Frequency Test messages

33 ã 2003 L-Soft Email users 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 ã 2003 L-Soft Preferred e-mail advertisement formats worldwide, Q1 2002 Source: Opt-IN News, May 2002

35 ã 2003 L-Soft Response rates per format Source: IMT Strategies, Sept. 2001

36 ã 2003 L-Soft Evaluating results

37 ã 2003 L-Soft How to measure the effectiveness of e-mail marketing campaigns Click-through rates ounique 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 ã 2003 L-Soft Response time and cost per unit, e-mail vs. direct mail Be prepared to handle responses E-MailDirect Mail Response Time3 days3-6 weeks Cost per unit$0.25$1.25 Source: DMA, Forrester Research, Gartner Group, 2002

39 ã 2003 L-Soft To Outsource or not to Outsource

40 ã 2003 L-Soft Maintain your 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 companys schedule

41 ã 2003 L-Soft Outsourced e-Mail Marketing Services Source: Forrester Research, August 2001

42 ã 2003 L-Soft Evaluating Options Evaluate software product or hosting service before purchasing Determine if solution provides appropriate features Decide what reporting features you need oonline 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 ã 2003 L-Soft Main Recommendations 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 ã 2003 L-Soft Questions? 5:45pm Consulting Session - Today Gabriela Linares L-Soft international, Inc. www.lsoft.com Info@lsoft.com 301-731-0440 800-399-5449


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