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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

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

Gabriela Linares

eMarketing Association

January 2003

ã2003 L-Soft

slide2
“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
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
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
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
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
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
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
Effective eMail Marketing Strategies
  • Common eMail Marketing Objectives
  • Acquisition vs. Retention
  • Popular eMail Models
  • Recipient response

ã2003 L-Soft

common e mail marketing objectives
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
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
Online Marketing Methods used for effective acquisition versus retention

ã2003 L-Soft

Source: DMA- April, 2002

conversion costs for retention and acquisition goals
Conversion Costs for Retention and Acquisition Goals

Source: IMT Strategies, September 2001

ã2003 L-Soft

popular e mail models
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
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
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

slide17
“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
Questions?

Gabriela Linares

L-Soft international

301-731-0440

800-399-5449

info@lsoft.com

www.lsoft.com

ã2003 L-Soft