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à 2003 L-Soft eMail Marketing, the marketing tool you can't afford to ignore. Gabriela Linares eMarketing Association January 2003.

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Presentation on theme: "Ã 2003 L-Soft eMail Marketing, the marketing tool you can't afford to ignore. Gabriela Linares eMarketing Association January 2003."— Presentation transcript:

1 ã 2003 L-Soft eMail Marketing, the marketing tool you can't afford to ignore. Gabriela Linares eMarketing Association January 2003

2 ã 2003 L-Soft “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

3 ã 2003 L-Soft Why eMail Marketing?  Cost Savings  Quick Response Cycles  Generates Revenues  Popular Medium  Effective Medium  Results are Measurable  Builds Customer Relations

4 ã 2003 L-Soft Average Cost per Marketing e-Mail sent in the US (2001-2006) Source: Forrester Research, August 2001, extrapolated by eMarketer, June 2002

5 ã 2003 L-Soft Cost Savings due to eMail Usage among US companies, 2002 As a percentage of respondents Source: AIM, April 2002, n=110 companies

6 ã 2003 L-Soft Revenue Generated through eMail Usage among US companies, 2002 As a percentage of respondents Source: AIM, April 2002, n=110 companies

7 ã 2003 L-Soft Top 5 Activities of Americans Online, 2001 Source: US Dept. of Commerce, February 2002 As a percentage of respondents Source: AIM, April 2002, n=110 companies

8 ã 2003 L-Soft Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic Source: Forrester Research, March 2001

9 ã 2003 L-Soft Effective eMail Marketing Strategies  Common eMail Marketing Objectives  Acquisition vs. Retention  Popular eMail Models  Recipient response

10 ã 2003 L-Soft Common e-Mail Marketing Objectives  Build brand awareness  Acquire new leads/ registrants/ customers/ clients  Drive immediate sales  Enhance customer retention  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  As part of an integrated marketing strategy

11 ã 2003 L-Soft e-Mail marketing campaign response rates by campaign objective Source: IMT Strategies, September 2001

12 ã 2003 L-Soft Online Marketing Methods used for effective 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

13 ã 2003 L-Soft Conversion Costs for Retention and Acquisition Goals AcquisitionRetention E-mail$57.10$2.50 Direct Mail$25.00$60.00 Banner ads$140.00N/A Source: IMT Strategies, September 2001

14 ã 2003 L-Soft Popular e-Mail models  Sales Promotions  Transaction confirmations  Account status e-mails  Recommendations from friends (viral marketing)  Scheduled corporate newsletters  Customizable information updates  Time-based reminders  Rewards program  E-mail discussion groups  Product updates of interest  Independent media newsletters

15 ã 2003 L-Soft Top Interest Areas for Permission e-Mail Users in the US  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

16 ã 2003 L-Soft Top reasons why US Internet users respond to e-mail offers  Know and trust brand  Relevant information  Good prices  Friend has recommended  Price/coupon/reward  Timely  Compelling subject  Entertaining

17 ã 2003 L-Soft “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

18 ã 2003 L-Soft Questions? Gabriela Linares L-Soft international 301-731-0440 800-399-5449 info@lsoft.com www.lsoft.com

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