1. Email Marketing: Fitting it into YOUR strategy
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

2. Email Marketing: Fitting it into YOUR strategy
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 – almost all plan to continue to use
Revenue generated by 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

3. Email Marketing: Fitting it into YOUR strategy
Environment Today
SPAM – what is today’s definition?
Between 10-20% of opt-in mail is blocked by ISPs
Opt-in 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

4. Email Marketing: Fitting it into YOUR strategy
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 – messages)
(Jupiter Media Metrix)
Any marketing initiative is built around goals that will result in a valued relationship with a target audiences

5. Email Marketing: Fitting it into YOUR strategy
Opt-in
% of worldwide consumers say they would be more likely to buy products or services from opt-in marketing
50% would likely buy
13% say the same about direct mail
Number or Canadian internet users who OPT- IN to receive 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

6. Email Marketing: Fitting it into YOUR strategy
Opt-in
Number or Canadian internet users who have OPTed -OUT of receiving an campaign after OPTing In 77%
71% opt out because - received was not of interest
Imperative:
* Ensure your opt-in 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

7. Email Marketing: Fitting it into YOUR strategy
Marketing Mix
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.
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 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

8. Email Marketing: Fitting it into YOUR strategy
Digital Mediums: Website and
Support Existing Marketing Initiatives:
In combination a website and 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

9. Email Marketing: Fitting it into YOUR strategy
Digital Mediums: Website and
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

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

11. 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 cements lead in online polls throughout Toronto
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

12. Email Marketing: Fitting it into YOUR strategy
Winning Combination: Website + 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 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

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

14. Email Marketing: Complete Communication Cycle
ASK YOUR TEAM:
What are our recipients goal(s) and motivation to establish an 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

15. 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.

16. 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.

17. Email Marketing: Complete Communication Cycle
Set Relationship Parameters:
The information your audience has requested to receive via 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.

18. 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.

19. Email Marketing: Fitting it into YOUR strategy

20. Email Marketing: Fitting it into YOUR strategy

21. Email Marketing: Complete Communication Cycle

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

23. Email Marketing: Complete Communication Cycle

24. Email Marketing: Complete Communication Cycle
After Broadcasting:
Access Reports:
Access reports and web statistics generated by linking the recipient back to webpages
Analyze Results:
Interpret the 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

25. Email Marketing: Complete Communication Cycle
After Broadcasting:
Analyze Results:
Interpret the 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

26. 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

27. Email Marketing: Complete Communication Cycle