TEEC Company Confidential Call E-Marketing Backgrounder! Prepared by TEEC

TEEC Company Confidential Call E-Marketing Agenda Why use E-Marketing? –Why use marketing? –How is SMS/3G relevant? –Why combine with the Web? Can E-Marketing be stand alone? Cost Comparison The Rules Sourcing Addresses Pharmacia Case Study Conclusions

TEEC Company Confidential Call Why Use Marketing? Types of Marketing –Retention –Customer Acquisition is not direct mail without paper and postage – lowers cultivation costs –Ties together the entire buying cycle –Customizes the marketing message –Widens the response options –Gives customer more control Marketers can combat decreasing response rates with personalization and relevancy

TEEC Company Confidential Call How is SMS/3G relevant SMS & 3G have similar features to –Can be triggered by –3G offers similar formats and bandwidth to

TEEC Company Confidential Call Why combine with the Web An trail alone, fails to meet the customer needs. with links to Dynamic Web pages delivers closer to the customer’s expectations. Web banners are failing, but banners as part of a customized offer via still work well.

TEEC Company Confidential Call Can E-Marketing be stand alone? Yes but –Maximum effect is achieved with combining online and offline campaigns. Not all users want electronic documents TV/Radio/Print still have a place (Just not the centre) An E-Marketing strategy is the lowest cost option and therefore whenever possible communications should be driven down this route

TEEC Company Confidential Call Best Practice Blasting will turn your customers off to your offer! Engage in dialogue - don’t broadcast messages –Responsive (Instant web pages) –Evolutionary (Ask for small bits at a time) Offer Value - don’t just promote products –Initiate service to improve experience –Embed commerce in message –Reward reading with a smile Grow the relationship –Start simply

TEEC Company Confidential Call Best Practice Continued Must have: – campaigns are addressed only to those people who have given their permission to send them information from specific companies or about specific topics, products or services. As this guideline depends on various circumstances, it will need to be evaluated on a case-by-case basis. –Every message should be segmented and contain only that information that is relevant to the person receiving it. –The purpose of the message should be clearly stated in the subject of the message –The sender should be clearly identifiable –Every message needs to have an opt-out feature. The person receiving the message needs to be able to stop receiving the message. –The website needs to have a clear privacy statement and each should refer to this privacy statement

TEEC Company Confidential Call Best Practice Continued Recommendations: –Use a double opt-in to get permission to send people information. Ask for their permission to send them information about products and services when registering and send an asking them to confirm their registration. This enables the business to verify that the person requesting information via did actually initiate the request. –Stick to the permission that is given. If permission is given for a specific product, do not send information about another product. Rather ask for this permission explicitly in a message sent for the original product. –Use a landing page for unsubscribes (personal web page), where people have the possibility to not just unsubscribe, but also to change their personal data and possibly a way to reduce the frequency of the messages. This will provide a ‘way-out’ for these people without actually unsubscribing. –Deliver the in the format that best suits the customer (HTML, RTF or Plain TEXT)

TEEC Company Confidential Call Legislation requires Unsolicited must include a mechanism for opt out must state source data ing out of UK must adhere to local rules address sourced directly from an individual must seek opt-in

TEEC Company Confidential Call Cost Comparison Medium Hypothesis Cost Cost/client Web 1% click £5/000£50 banner 1% redemption Mailing1% response £400/000£40 3% click £25/000£ % redemption /Web25% click £30/1000£1.20 Personalized & Relevant

TEEC Company Confidential Call Sourcing Addresses New Customers - collate at source –Online - Web sign up, incentivised banners –Offline - DM, incentivised response, multi options List purchase – controlled response Existing Customers –Telemarketing 20p-£1 per address –List matching –Direct Mail Incentivise response Tailor made options based on purchase/relationship history Address Accuracy (Data Entry & Telemarketing) Personal versus Group Addresses

TEEC Company Confidential Call Issues: Corporate –Market Leader (Billion Dollar Product) –Coming Off Patent –Coming Off Prescription –Coming Competition Customer –Considered Purchase Model –$30/month –Must use consistently, but no results for the first few months –Possible Side effects Results: Wired Demographic: Traditional Push to Web Wired Demographic: Traditional Push to Web Multiple Interactive 33 week campaigns Multiple Interactive 33 week campaigns Prospect -to- Trialist -to- Repeat Buyer -to- Loyalist Prospect -to- Trialist -to- Repeat Buyer -to- Loyalist Pharmacia Discontinued Direct Mail!

TEEC Company Confidential Call Conclusions (Invest in eMarketing) Invest in our system that can help nurture your customers with this channel. contact Adrian Abbs on –Direct – at