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

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

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  1. eMail Marketing, the marketing tool you can't afford to ignore. Gabriela Linares eMarketing Association January 2003 ã2003 L-Soft

  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 ã2003 L-Soft

  3. Why eMail Marketing? • Cost Savings • Quick Response Cycles • Generates Revenues • Popular Medium • Effective Medium • Results are Measurable • Builds Customer Relations ã2003 L-Soft

  4. 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

  5. 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

  6. Revenue Generated through eMail Usage among US companies, 2002 As a percentage of respondents Source: AIM, April 2002, n=110 companies ã2003 L-Soft

  7. 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

  8. Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic Source: Forrester Research, March 2001 ã2003 L-Soft

  9. Effective eMail Marketing Strategies • Common eMail Marketing Objectives • Acquisition vs. Retention • Popular eMail Models • Recipient response ã2003 L-Soft

  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 ã2003 L-Soft

  11. e-Mail marketing campaign response rates by campaign objective ã2003 L-Soft Source: IMT Strategies, September 2001

  12. Online Marketing Methods used for effective acquisition versus retention ã2003 L-Soft Source: DMA- April, 2002

  13. Conversion Costs for Retention and Acquisition Goals Source: IMT Strategies, September 2001 ã2003 L-Soft

  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 ã2003 L-Soft

  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 ã2003 L-Soft

  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 ã2003 L-Soft

  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 ã2003 L-Soft

  18. Questions? Gabriela Linares L-Soft international 301-731-0440 800-399-5449 info@lsoft.com www.lsoft.com ã2003 L-Soft