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Leveraging the Power of the inbox – Email Marketing 101. Clevon J. Noel IT Officer Grenada Hotel & Tourism Association April 9, 2013. To be discussed:. What is Email Marketing Email Marketing entails Emails & Spam Disadvantages & Advantages. What is Email Marketing. Marketing.

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Leveraging the Power of the inbox – Email Marketing 101


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leveraging the power of the inbox email marketing 101

Leveraging the Power of the inbox – Email Marketing 101

Clevon J. Noel

IT Officer

Grenada Hotel & Tourism Association

April 9, 2013

to be discussed
To be discussed:
  • What is Email Marketing
  • Email Marketing entails
  • Emails & Spam
  • Disadvantages & Advantages
marketing
Marketing

The Backbone of Marketing is market analysis and understand

electronic marketing
Electronic Marketing

Principle of Marketing are the same but in a DIGITAL context

email marketing
Email Marketing
  • Technology is secondary
  • Permission-based
  • Value Exchange
  • It’s a person experience
  • Another e-marketing channel
email marketing1
Email Marketing

It is Measureable. We can track…

  • Open Rates
  • Click-through rates
  • Viral Activities
    • Social Tracking
    • Forwards etc.
  • In real time!
email marketing2
Email Marketing
  • Ensure date integrity
    • Automatically manage bad email addresses
    • Display content accurately despite the email client used
    • Empower user to update their own records
  • Build profile over time
    • Segment messages
    • Feed you CRM
    • Include behavioral demographics
  • Measure impact
    • Personalization works
    • Segment based on profile
    • A Call-to-action works
slide10
Spam
  • 4 in 10 Users have a SPAM filter
  • 90% of spam is in English.
  • 2/3 of all spam is related to pharmaceutical products.
  • 1 in 284 emails contain malware.
  • 1 in 445 emails are phishing emails.
  • As many as 95 billion phishing emails were in circulation in 2010.

(Pingdom, 2012)

email
Email
  • 3.146 billion – Number of email accounts worldwide.
  • 27.6% – Microsoft Outlook was the most popular email client.
  • 19% – Percentage of spam emails delivered to corporate email inboxes despite spam filters.
  • 112 – Number of emails sent and received per day by the average corporate user.
  • 71% – Percentage of worldwide email traffic that was spam (November 2011).
  • 360 million – Total number of Hotmail users (largest email service in the world).
  • $44.25 – The estimated return on $1 invested in email marketing in 2011.
  • 40 – Years since the first email was sent, in 1971.
  • – Percentage of email that was malicious (November 2011).

(Pingdom, 2012)

what does it mean
What Does it Mean
  • In spite the negative perception of email as a marketing channel, the TRUTH is people prefer email.
  • Email Subscribers want relevant content
  • Spam is an issue, so deliver email in a way that ensures in it not mistaken for SPAM
disadvantages of email marketing
Disadvantages of Email Marketing
  • Technology Fails
    • Broken Images
    • Server Traffic
  • Create Suspicion
    • From address
    • People forget that they have subscribed
  • Content
    • Not Valued or relevant
    • Wrong offer, wrong target, wrong time
    • Grammar
  • Design
    • Affects people
    • If it looks clickable…

Your Company = incompetent

advantages of email marketing
Advantages of Email Marketing
  • Relevant - Segment User and Customer Database Information
  • Consistent, Look and Feel, frequency
  • Download Friendly
  • Exponentially Better Ability to Track Sales and User Engagement
  • Test
  • Build Relationships
  • Save the Planet with Email Marketing!

Email must be differentiated in a way that it is:

  • Relevant
  • Meaningful
  • Believable
  • Defensible

Your company = Loyalty

expectation
Expectation
  • Reply
    • Auto-response?
  • When are you open for business
    • 24hrs, 8 – 4, 9-5
  • Start Simple
  • Over achieve
  • Request Feedback
some thoughts
Some Thoughts
  • Email Marketing creates loyal relationship
  • Email Marketing technology provide measureable results
  • Be responsible for your action
  • Learn the medium
slide18

Thank You

Clevon J. Noel

IT Officer

Grenada Hotel & Tourism Association

www.ghta.org

cnoel@ghta.org