Title: eMail Marketing, the marketing tool you can't afford to ignore.
1eMail Marketing, the marketing tool you can't
afford to ignore.
- Gabriela Linares
- eMarketing Association
- January 2003
2- 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
3Why eMail Marketing?
- Cost Savings
- Quick Response Cycles
- Generates Revenues
- Popular Medium
- Effective Medium
- Results are Measurable
- Builds Customer Relations
4Average Cost per Marketing e-Mail sent in the US
(2001-2006)
Source Forrester Research, August 2001,
extrapolated by eMarketer, June 2002
5Cost Savings due to eMail Usage among US
companies, 2002
As a percentage of respondents
Source AIM, April 2002, n110 companies
6Revenue Generated through eMail Usage among US
companies, 2002
As a percentage of respondents
Source AIM, April 2002, n110 companies
7Top 5 Activities of Americans Online, 2001
As a percentage of respondents
Source US Dept. of Commerce, February 2002
Source AIM, April 2002, n110 companies
8Effectiveness of Marketing Techniques used by US
Marketers to drive web-site traffic
Source Forrester Research, March 2001
9Effective eMail Marketing Strategies
- Common eMail Marketing Objectives
- Acquisition vs. Retention
- Popular eMail Models
- Recipient response
10Common 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
11e-Mail marketing campaign response rates by
campaign objective
Source IMT Strategies, September 2001
12Online Marketing Methods used for effective
acquisition versus retention
Acquisition Retention
Search engine positioning 94 6
Banner ads 91 9
Referral/viral programs 85 15
Affiliate programs/ sponsorships 75 25
Incentive programs 51 49
E-Mail Marketing 37 63
Source DMA- April, 2002
13Conversion Costs for Retention and Acquisition
Goals
Acquisition Retention
E-mail 57.10 2.50
Direct Mail 25.00 60.00
Banner ads 140.00 N/A
Source IMT Strategies, September 2001
14Popular 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
15Top 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
16Top 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- 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
18Questions?
- Gabriela Linares
- L-Soft international
- 301-731-0440
- 800-399-5449
- info_at_lsoft.com
- www.lsoft.com