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“ Electronic Mail Marketing – E-mail and Online Tactics That Work”

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  1. “ Electronic Mail Marketing – E-mail and Online Tactics That Work” PRSA e-workshop October 28, 2003 Gabriela Linares, Vice President Marketing ã2003 L-Soft

  2. Advantages of E-Mail Cost-Effective Global E-Mail Flexible Fast Interactive Reliable ã2003 L-Soft

  3. Benefits of E-Mail • Inexpensive communications medium • Generates additional revenue opportunities • Builds relationships • Results are measurable • Quick response cycles • Drives web-site traffic • Popular Medium - 45% US population – 119 million • Complements other communication channels ã2003 L-Soft

  4. Cost Savings due to E-Mail Usage among U.S. Companies As a percentage of respondents ã2003 L-Soft Source: AIM, April 2002, n=110 companies

  5. Top 5 Activities of Americans Online As a percentage of respondents Source: US Dept. of Commerce, February 2002 ã2003 L-Soft Source: AIM, April 2002, n=110 companies

  6. “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

  7. United Way of America Use e-mail to improve communication with staff, donors, and volunteers: “With LISTSERV® Maestro and the other L-Soft products,” Casey Cichowicz, United Way Online Manager, said, “we will be able to better tailor our message to meet the interests not only of donors but of people who, through our network of Web sites, express an interest about knowing more.” “ Already, we've used L-Soft products to reach out to more than 700,000 September 11th Fund donors who asked to hear from us about how their money was being used and what needs were being addressed." Use LISTSERV®, LISTSERV® Maestro & LSMTP® software ã2003 L-Soft

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  9. Bell Canadawww.bell.ca Using E-Mail to shift to Online Billing • Provide its 12 million customers with personalized e-mail messaging services • Sending online billing monthly reminders; promoting new services and products; and announcing special promotions "One of the greatest things about LISTSERV® and LSMTP® is the configuration process," said Bill Attia, Senior Consultant at CGI, a consulting firm hired by Bell Canada to implement its billing solutions. "The language is so straightforward it's hard to go wrong. L-Soft's solution is the natural choice for us." Using LISTSERV® HPO and LSMTP® unlimited software ã2003 L-Soft

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  11. Lifetime Television for Women • Newsletters inform about TV programming, prompt recipients to tune in to TV or go to web site • SELFEXAM newsletter designed to raise public awareness of breast cancer and the importance of early detection • Health newsletters tie in with Speaking of Women’s Health and Denise Austin shows • Golden Girls and Weekly Movie Countdown newsletters increase show viewership LISTSERV® allows Lifetime to: • Integrate its e-mail operation with its database • Manage over 1 million subscriptions • Implement top security measures to protect the personal information that viewers have entrusted Lifetime with • Have announcement-only lists to prevent non-Lifetime messages from reaching the list “…a product that had gone through the burn test before we used it and LISTSERV definitely fit the bill.” -- Shobhit Kapoor, Director of Internet Technology ã2003 L-Soft

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  17. What it takes to get started… • Establishing Objectives • Reaching Target Audiences • Developing Message Program • Evaluating Results • To Outsource or not to Outsource ã2003 L-Soft

  18. 1. Establish Objectives ã2003 L-Soft

  19. Common E-Mail Communication Objectives • Enhance relationships & loyalty • Maintain contact with web site visitors • Promote internal communication • Acquisition versus retention programs • Build brand awareness • Establish image of expertise • Drive immediate sales: Increase revenue by up-selling to existing customers/clients and prospects • Support sales cycle: Post-order targeted e-mails ã2003 L-Soft

  20. Online Methods used for Acquisition versus Retention ã2003 L-Soft Source: DMA- April, 2002

  21. Effectiveness of Techniques Used by U.S. Marketers to Drive Web Site Traffic Source: Forrester Research, March 2001 ã2003 L-Soft

  22. Response Rates by Campaign Objective ã2003 L-Soft Source: IMT Strategies, September 2001

  23. 2. Reaching Target Audiences ã2003 L-Soft

  24. Building Contact Lists • Build in–house opt-in list • Capture web site visitors • Ask already made contacts for authorization • Use database to collect demographic & behavioral information • Establish a privacy policy • Re-confirm subscription requests • Offer easy unsubscribe option • Survey recipients to enhance relevancy of messages ã2003 L-Soft

  25. Opt-in, opt-out, double opt-in, spam: Preferred e-mail marketing methods Source: Opt-In News, May 2002 ã2003 L-Soft

  26. Rates for U.S. e-mail permission-based campaigns Source: IMT Strategies, Sept. 2001 ã2003 L-Soft

  27. U.S. Internet Users’ Level of Concern Regarding Online Privacy Source: UCLA Center for Communication Policy, November 2001 ã2003 L-Soft

  28. U.S. Consumers’ Privacy Concerns Source: Harris Interactive, February 2002 ã2003 L-Soft

  29. Privacy & Regulations • HIPPA influences health & personal information • COPPA protects children • Gramm-Leach-Bliley Act concerns financial information • FTC supports corporate privacy policies • Federal spam regulation does not exist • State laws exists in 28 U.S. states • More information about spam regulations visit: www.spamlaws.com • DMA, AIM, AMA have published e-mail guidelines ã2003 L-Soft

  30. 3. Developing a Message Program ã2003 L-Soft

  31. E-Mail Programs to Implement • Disseminate announcements & press releases • Conduct surveys • Corporate newsletters & archiving • Product updates & announcements • Discussion groups for committee members • Internal workgroups • Event & service reminders • Sales promotional offers • Order transaction confirmations • Account status e-mails ã2003 L-Soft

  32. E-Mail Message Content • Subject line is crucial for attaining attention • Recipients identify with brand, e.g. FROM name • Format message so it’s easy to skim • Provide hyperlinks to web site for complete message • Formats: HTML versus Text; & Multi-Part Mime messages • Test HTML message in different e-mail applications • Relevancy of the messages is one of the key components for success ã2003 L-Soft

  33. E-mail overload: Number of e-mail marketing messages sent in the U.S. ã2003 L-Soft Source: Forrester Research, August 2001

  34. Preferred e-mail formats Source: Opt-IN News, May 2002 ã2003 L-Soft

  35. Source: Survey of E-Mail Format Preferences and Programs, Dr. Ralph F. Wilson, April 2003 - N=954 ã2003 L-Soft

  36. 4. Evaluating Results ã2003 L-Soft

  37. E-Mail Metrics • Open-up rates • Bounces versus real deliveries • Click-through rates • Track web site click-stream after clicking from e-mail • View tracking results online in real time • Analyze results in statistical programs • Evaluate results and adjust communication efforts ã2003 L-Soft

  38. Response time and cost per unit, e-mail vs. direct mail Source: DMA, Forrester Research, Gartner Group, 2002 ã2003 L-Soft

  39. 4. To Outsource or not to Outsource ã2003 L-Soft

  40. Maintain your server Hardware/computer network Dedicated Internet Connection Software for e-mail management and delivery Best for large workloads and those with experience More cost-effective/ economies of scale 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 VS. ã2003 L-Soft

  41. Outsourced E-Mail Marketing Services Source: Forrester Research, August 2001 ã2003 L-Soft

  42. Evaluating 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 ã2003 L-Soft

  43. Concluding Recommendations • Integrate e-mail into your integrated communication plan • E-Mail is best used for retention and other customer permission-based communications • Consider double opt-in and build your permission-based lists • Respect recipients’ privacy to earn their trust • Personalize messages to provide relevant information and increase response rates • Evaluate options and opt for time-tested solutions ã2003 L-Soft

  44. Questions? Gabriela Linares L-Soft international, Inc. www.lsoft.com Info@lsoft.com 301-731-0440 800-399-5449 ã2003 L-Soft