Email Marketing: Fitting it into YOUR strategy Email Marketing Strategy Today's Environment Traditional vs. Electronic (incorporating new tools) Developing a Strategy (Complete Communication Cycle) Questions and Answers Any marketing initiative is built around goals that will result in a successful relationship with target audiences

Email Marketing: Fitting it into YOUR strategy Email is Pervasive Global Internet users 400 million + Canada – 16 million + internet users (one of the highest adoption rates in the world) Canada – by 2004 an estimated 19 million + 90% of internet users have tried to send email – almost all plan to continue to use email Revenue generated by email marketing – $1.26 billion (2002 :survey Ipsos-Reid) Any marketing initiative is built around goals that will result in a valued relationship with a target audience

Email Marketing: Fitting it into YOUR strategy Email Environment Today SPAM – what is today’s definition? Between 10-20% of opt-in mail is blocked by ISPs Opt-in email programs 81% have deleted opt-in mail before opening (2002 :survey Ipsos-Reid) Any marketing initiative is built around goals that will result in a valued relationship with a target audiences

Email Marketing: Fitting it into YOUR strategy Email Environment Today (2002) 6 messages / day 48 messages / week 2184 message /year Estimated to grow to over 3800 / year by 2006 Over ½ are not classified as SPAM ADJUST NUMBERS FOR YOUR INBOX REALITY ( yr:2006 – 38000 email messages) (Jupiter Media Metrix) Any marketing initiative is built around goals that will result in a valued relationship with a target audiences

Email Marketing: Fitting it into YOUR strategy Opt-in Email % of worldwide consumers say they would be more likely to buy products or services from opt-in email marketing 50% would likely buy 13% say the same about direct mail Number or Canadian internet users who OPT- IN to receive email campaigns 79% Average number of campaigns they subscribe to 5.2 (2002 :survey Ipsos-Reid) Any marketing initiative is built around goals that will result in a valued relationship with a target audiences

Email Marketing: Fitting it into YOUR strategy Opt-in Email Number or Canadian internet users who have OPTed -OUT of receiving an email campaign after OPTing In 77% 71% opt out because - email received was not of interest Imperative: * Ensure your opt-in email is not one of the many discarded campaigns. * Deliver – DESIRED, RELEVANT, VALUED information * To deliver valued information you must get to KNOW your Audience (2002 :survey Ipsos-Reid) Any marketing initiative is built around goals that will result in a valued relationship with a target audiences

Email Marketing: Fitting it into YOUR strategy Marketing Mix Email marketing should compliment existing initiatives. You have already spent resources: learning about your market, customers and competition. You have developed your marketing message, choosing mediums and setting goals and marketing budget. Email marketing done properly is a powerful addition to the marketing department’s arsenal of tools. What tools are presently used in your marketing strategy? Television Radio Prints Publications Direct mail What corporate messages and guidelines will your Email initiatives support? Outdoor Point of purchase Tradeshows Website Any marketing initiative is built around goals that will result in a valued relationship with a target audience

Email Marketing: Fitting it into YOUR strategy Digital Mediums: Website and Email Support Existing Marketing Initiatives: In combination a website and email campaigns are powerful tools to help implement a thought out e-marketing strategy that supports and enhances existing traditional marketing initiatives. Any marketing initiative is built around goals that will result in a valued relationship with a target audience

Email Marketing: Fitting it into YOUR strategy Digital Mediums: Website and Email Digital Advantageous: Execution Speed Ability to test Cost Savings Feedback loop – measuring success Any marketing initiative is built around goals that will result in a valued relationship with a target audience

Email Marketing: Fitting it into YOUR strategy NDP Leadership Candidate Jack Layton A winning combination: Website + Email Strategy Targeted email newsletters and bulletins Viral campaign that helped sign up 8,000 + new memberships and record donations 10 different databases online in 48 hours… with call centre integration Sophisticated voter tracking and profiling Strategically timed emails help pull Layton’s supporters to polls in massive turnout

Email Marketing: Fitting it into YOUR strategy Toronto Mayoralty Candidate Barbara Hall Viral campaign takes traffic from 200 users per month to 6,000 users per month in less than 3 months Targeted volunteer coordination via email cements lead in online polls throughout Toronto Email generates 10% of campaign’s operational budget Any marketing initiative is built around goals that will result in a valued relationship with a target audience

Email Marketing: Fitting it into YOUR strategy Winning Combination: Website + Email Strategy Our work with Toronto Raptors Star Jerome Williams (JYD)... From 3,000 users total… to 100,000 users in less than three months Targeted event email draws 150 people to press conference in less than 48 hours… ThinData forges campaign partnerships with: Krispy Kreme, UNICEF, White Ribbon Campaign and Barbara Hall Campaign

Email Marketing: Complete Communication Cycle Any marketing initiative is built around goals that will result in a value relationship with target audiences

Email Marketing: Complete Communication Cycle ASK YOUR TEAM: What are our recipients goal(s) and motivation to establish an email based relationship with us? What need/desire are we fulfilling? ASK YOUR AUDIENCE: What exact service/information are you interested in receiving? How do they want to receive this information? (frequency, format etc.) The answers to these questions are the basis of a commitment you are making to your market. Your relationship will be judge on how well you deliver

Email Marketing: Complete Communication Cycle You create content that will speak to the people you are building a relationship with. This content can exist in many forms: web, print, television are a few examples.

Email Marketing: Complete Communication Cycle Set Relationship Parameters Centralize Data Marketers segment their audiences according to the profiles they have constructed. And, then they find interactive ways to discover more about these audience profiles.

Email Marketing: Complete Communication Cycle Set Relationship Parameters: The information your audience has requested to receive via email should be stored with all other available information regard this individual in a living growing profile. Centralize Data: This data must be collected and centralized through many touch points over the course of the client lifecycle. You create content that will speak to the people you are building a relationship with. This content can be delivered/displayed in many forms: web, print, television are a few examples.

Email Marketing: Complete Communication Cycle Web purchases Web Contests Membership form Off-line equivalents existing Databases Profiles Web Survey Web Poll Feedback form Subscribe form Through these on-line and off-line touch points a profile holding the desired services and other demographics is created. The desired service should indicate: Content choice, desired Format, desired frequency Marketers find interactive ways to discover more about these audience profiles.

Email Marketing: Fitting it into YOUR strategy

Email Marketing: Fitting it into YOUR strategy

Email Marketing: Complete Communication Cycle

Email Marketing: Complete Communication Cycle Before Broadcasting: Segment: Sending Relevant Email Identify the target Audience Through filtering your centralized database of profiles using appropriate demographics Create Email: insert your ‘creative’ into system, applying proper personalization – (including subject line, from line, insert token personalization) Test Email: Choose test group and test your Emails effectiveness –(multiple formats, subject line, from line, personalization)

Email Marketing: Complete Communication Cycle

Email Marketing: Complete Communication Cycle After Broadcasting: Access Reports: Access email reports and web statistics generated by linking the recipient back to webpages Analyze Results: Interpret the email reports and web statistics and hold them up against pre-determined success markers. - Open Rates - CTRs - Purchases - Traffic Spikes Refine Message: The results of the broadcast will provide insight that helps refine future communications to this target audience based on their reaction to this broadcast

Email Marketing: Complete Communication Cycle After Broadcasting: Analyze Results: Interpret the email reports and web statistics and hold them up against pre-determined success markers. 66% of US direct Marketers DO NOT measure the effectiveness of their interactive media campaigns (Direct Marketing association, April 2002) - CTRs – 64% - Unsubscribe Rates – 61% - Open Rates - 47% - Conversion Rates (website) – 46% - Unique CTR – 43% - Direct Revenue – 38% Refine Message: The results of the broadcast will provide insight that helps refine future communications to this target audience based on their reaction to this broadcast

Email Marketing: Fitting it into YOUR strategy If the ‘Practical Know-How’ section of this newsletter consistently rates far and away the highest CTR –Perhaps it deserves more prominence in this newsletter

Email Marketing: Complete Communication Cycle