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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. Fast and cost-effective, e-mail must become an important part of your integrated marketing and media plan.” Peppers & Rogers Group

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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

ã2003 L-Soft


“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

ã2003 L-Soft


Why eMail Marketing?

  • Cost Savings

  • Quick Response Cycles

  • Generates Revenues

  • Popular Medium

  • Effective Medium

  • Results are Measurable

  • Builds Customer Relations

ã2003 L-Soft


Average Cost per Marketing e-Mail sent in the US (2001-2006)

Source: Forrester Research, August 2001, extrapolated by eMarketer, June 2002

ã2003 L-Soft


Cost Savings due to eMail Usage among US companies, 2002

As a percentage

of respondents

ã2003 L-Soft

Source: AIM, April 2002, n=110 companies


Revenue Generated through eMail Usage among US companies, 2002

As a percentage

of respondents

Source: AIM, April 2002, n=110 companies

ã2003 L-Soft


Top 5 Activities of Americans Online, 2001

As a percentage

of respondents

Source: US Dept. of Commerce, February 2002

ã2003 L-Soft

Source: AIM, April 2002, n=110 companies


Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic

Source: Forrester Research, March 2001

ã2003 L-Soft


Effective eMail Marketing Strategies

  • Common eMail Marketing Objectives

  • Acquisition vs. Retention

  • Popular eMail Models

  • Recipient response

ã2003 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

ã2003 L-Soft


e-Mail marketing campaign response rates by campaign objective

ã2003 L-Soft

Source: IMT Strategies, September 2001


Online Marketing Methods used for effective acquisition versus retention

ã2003 L-Soft

Source: DMA- April, 2002


Conversion Costs for Retention and Acquisition Goals

Source: IMT Strategies, September 2001

ã2003 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

ã2003 L-Soft


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

ã2003 L-Soft


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

ã2003 L-Soft


“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

ã2003 L-Soft


Questions?

Gabriela Linares

L-Soft international

301-731-0440

800-399-5449

info@lsoft.com

www.lsoft.com

ã2003 L-Soft


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