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ã 2002 L-Soft Advanced e-Mail Marketing Strategies eMarketing Association Conference Redondo Beach, California September 5, 2002 Gabriela Linares L-Soft international, Inc. www.lsoft.com Info@lsoft.com 301-731-0440 800-399-5449
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ã 2002 L-Soft Steps for an e-Mail Marketing Plan Defining e-Mail Marketing Objectives Determining Effective Strategies Reaching your Target Audience Designing e-Mail Content Evaluating Results Selecting a Solution
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ã 2002 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 Defining e-Mail Marketing Objectives
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ã 2002 L-Soft e-Mail marketing campaign response rates by campaign objective Source: IMT Strategies, September 2001
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ã 2002 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 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%
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ã 2002 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 Entertainment (humor, film clips) E-Mail education series Contests for address Determining Effective Strategies
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ã 2002 L-Soft E-mail overload: Number of e-mail marketing e-mail sent in the US Source: Forrester Research, August 2001 Reaching your Target Audience
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ã 2002 L-Soft Response to permission e-mail versus unknown senders
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ã 2002 L-Soft Opt-in, opt-out, double opt-in, spam: Preferred e-mail marketing methods Source: Opt-In News, May 2002
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ã 2002 L-Soft CTR and Conversion rate of US e-mail marketing campaigns – for permission based lists Source: IMT Strategies, Sept. 2001
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ã 2002 L-Soft US Consumers’ Privacy concerns Source: Harris Interactive, February 2002
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ã 2002 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
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ã 2002 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
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ã 2002 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 on products they are interested in Access to more or better content or information Affinity points Receive targeted ads they’re likely to be interested in
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ã 2002 L-Soft Building Customer Intelligence Harness your Customer Database Effective personalization and targeting Common Segmentation Factors: Purchase history Location/zip code Demographics Lifestyle/hobbies/interests
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ã 2002 L-Soft Building your 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…
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ã 2002 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 – don’t re-use the same content Relevance – the more you understand your customers, the more targeted and relevant messages will be Frequency Test messages Creating the Content
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ã 2002 L-Soft Email users’ preferred e-mail marketing personalization models Communication Control Self-select content Name recognition Personal events & reminders Geography Account History Lifestyle Purchasing Behavior
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ã 2002 L-Soft How to measure the effectiveness of e- mail marketing campaigns Click-through rates unique 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 Unanimous tracking to respect privacy Evaluating results
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ã 2002 L-Soft Response time and cost per unit, e-mail vs. direct mail Be prepared to handle responses E-MailDirect Mail Response Time 3 days3-6 weeks Cost per unit$0.25$1.25 Source: DMA, Forrester Research, Gartner Group, 2002
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ã 2002 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 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 company’s schedule To Outsource or not to Outsource
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ã 2002 L-Soft Evaluate Options Evaluate software product or hosting service before purchasing Determine if solution provides appropriate features Decide what reporting features you need online 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
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