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eMail Marketing, the marketing tool you can't afford to ignore.

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eMail Marketing, the marketing tool you can't afford to ignore. Gabriela Linares eMarketing Association January 2003 e-Mail Marketing is the wave of the future. – PowerPoint PPT presentation

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Title: eMail Marketing, the marketing tool you can't afford to ignore.


1
eMail 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

3
Why eMail Marketing?
  • Cost Savings
  • Quick Response Cycles
  • Generates Revenues
  • Popular Medium
  • Effective Medium
  • Results are Measurable
  • Builds Customer Relations

4
Average Cost per Marketing e-Mail sent in the US
(2001-2006)
Source Forrester Research, August 2001,
extrapolated by eMarketer, June 2002
5
Cost Savings due to eMail Usage among US
companies, 2002
As a percentage of respondents
Source AIM, April 2002, n110 companies
6
Revenue Generated through eMail Usage among US
companies, 2002
As a percentage of respondents
Source AIM, April 2002, n110 companies
7
Top 5 Activities of Americans Online, 2001
As a percentage of respondents
Source US Dept. of Commerce, February 2002
Source AIM, April 2002, n110 companies
8
Effectiveness of Marketing Techniques used by US
Marketers to drive web-site traffic
Source Forrester Research, March 2001
9
Effective eMail Marketing Strategies
  • Common eMail Marketing Objectives
  • Acquisition vs. Retention
  • Popular eMail Models
  • Recipient response

10
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

11
e-Mail marketing campaign response rates by
campaign objective
Source IMT Strategies, September 2001
12
Online 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
13
Conversion 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
14
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

15
Top 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

16
Top 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

18
Questions?
  • Gabriela Linares
  • L-Soft international
  • 301-731-0440
  • 800-399-5449
  • info_at_lsoft.com
  • www.lsoft.com
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