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Successful e-Mail Marketing Practices. eMarketing Association May 20-21, 2003 Gabriela Linares. Managing e-Mail Marketing . Defining e-Mail Marketing Objectives Determining Communication Strategies Reaching your Target Audience Designing e-Mail Creative Evaluating Results

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Successful e mail marketing practices l.jpg

Successful e-Mail Marketing Practices

eMarketing Association

May 20-21, 2003

Gabriela Linares

ã2003 L-Soft

Managing e mail marketing l.jpg
Managing e-Mail Marketing

  • Defining e-Mail Marketing Objectives

  • Determining Communication Strategies

  • Reaching your Target Audience

  • Designing e-Mail Creative

  • Evaluating Results

  • Selecting a Solution

  • Final Recommendations

ã2003 L-Soft

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Common Objectives

  • Acquire new leads/ registrants/ customers/ clients

  • Drive immediate sales

  • Enhance customer retention programs

  • 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

  • Build brand awareness

  • As part of an integrated marketing strategy

  • Increase web site traffic

ã2003 L-Soft

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Response Rates by Campaign Objective

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Source: IMT Strategies, September 2001

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Acquisition versus retention

ã2003 L-Soft

Source: DMA- April, 2002

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Sales Conversion Costs

Source: IMT Strategies, September 2001

ã2003 L-Soft

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Popular e-Mail models

  • Discount sales promotions

  • Sales transaction confirmations

  • Account statements

  • Scheduled corporate newsletters

  • Press release list

  • News alerts from Media outlets

  • Time-based reminders

  • E-mail discussion groups/ communities

  • Product announcements

  • Entertainment (humor, film clips)

  • Online education courses

  • Product user/support groups

  • Auto-responders

ã2003 L-Soft

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Average CTR for B2C and B2B e-mail newsletters

ã2003 L-Soft

Source: Opt-in News, May 2002

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Top Interests 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

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Top reasons why US Internet users respond to e-mail offers

  • Know and trust brand

  • Relevant information

  • Friend has recommended

  • Price/coupon/reward

  • Timely

  • Compelling subject

  • Entertaining

ã2003 L-Soft

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Viral Marketing: Types of messages that are forwarded

  • Merchandise deals and promotions

  • Prize/coupon/reward

  • Social/political messages and petitions

  • Warnings and advisories

  • High level of relevance

  • Funny

  • Work related

  • Informative

  • Cool

  • New Technology

ã2003 L-Soft

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How US internet users learn about new web sites

ã2003 L-Soft

Source: IMT Strategies, Sept. 2001

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US Internet User Attitude towards e-Mail Volume, 2001

ã2003 L-Soft

Source: IMT Strategies, September 2001

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E-mail overload: Number of e-mail marketing e-mail sent in the US

ã2003 L-Soft

Source: Forrester Research, August 2001

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Opt-in, opt-out, double opt-in, spam: Preferred e-mail marketing methods

Source: Opt-In News, May 2002

ã2003 L-Soft

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Rates for US e-mail permission-based marketing campaigns marketing methods

Source: IMT Strategies, Sept. 2001

ã2003 L-Soft

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Permission e-mail marketing vs. direct mail retention costs marketing methods

Source: Forrester Research, August 2001

ã2003 L-Soft

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Building your marketing methodspermission-based lists

  • Subscriber form on web site

  • Sponsor lists of sites with a similar demographic

  • Send to a friend button – viral marketing

  • Ask for permission to customer base

  • Maintain list hygiene

  • E-mail appending…

ã2003 L-Soft

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Building Customer Intelligence marketing methods

  • Harness your Customer Database

  • Evaluate Customer Behavior

  • Effective personalization and targeting

  • Common Segmentation Factors:

    • Purchase history

    • Location/zip code

    • Demographics

    • Lifestyle/hobbies/interests

    • Psychographics

ã2003 L-Soft

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US Internet Users’ Level of Concern Regarding Online Privacy

Source: UCLA Center for Communication Policy, November 2001

ã2003 L-Soft

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US Consumers’ Privacy concerns Privacy

Source: Harris Interactive, February 2002

ã2003 L-Soft

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US E-Mail users’ preferred e-mail marketing privacy and customer-support practices

  • Unsubscribe option in all e-mails

  • Explicit no-share-address policy

  • 48-hour e-mail support answers

  • Editable personal preferences page

  • Provide phone numbers in e-mail

  • Explicit privacy policy

  • Double opt-in confirmation

  • Unchecked default opt-in box

  • Third-party privacy seal in e-mail

ã2003 L-Soft

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Most Important e-Mail Marketing trust-building factors among US users

  • Secure sign-up form

  • Trustworthy reputation

  • Loyal customer

  • Well-known brand

  • Friend recommendation

  • Trusted site referral

  • Relevant offers

ã2003 L-Soft

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Why customers would give personal info US users

  • Guarantee that the information will not be misused

  • Eligibility to win a prize in a sweepstakes

  • Regular e-mail updates for products of their interest

  • Access to more or better content or information

  • Affinity points

  • Receive targeted ads they’re likely to be interested in

ã2003 L-Soft

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E-mail Appending US users

ã2003 L-Soft

Source: Opt-In News, May 2002

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Privacy & Regulations US users

  • HIPPA covers 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 13 US states, including California, Colorado, etc.

  • More information about spam regulations visit:

ã2003 L-Soft

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Creating the Content US users

ã2003 L-Soft

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E-Mail Message Content US users

  • Subject Line – getting recipients to open mail is half the battle

  • Creativity

  • Personality and dynamic content

  • Keep it short and use links to draw reader to your web site

  • Keep it fresh – don’t re-use the same content

  • Relevance – the more you understand your customers, the more targeted and relevant messages will be

  • Frequency

  • Test messages

ã2003 L-Soft

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Email users’ preferred e-mail marketing personalization models

  • Communication Control: Digests, Frequency

  • Self-select content

  • Name recognition

  • Personal events & reminders

  • Geographic relevance

  • Account History

  • Recognizing Lifestyle Preferences

  • Purchasing Behavior

ã2003 L-Soft

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Preferred e-mail advertisement formats worldwide, Q1 2002 models

Source: Opt-IN News, May 2002

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Response rates per format models

ã2003 L-Soft

Source: IMT Strategies, Sept. 2001

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Evaluating results models

ã2003 L-Soft

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How to measure the effectiveness of e-mail marketing campaigns

  • Click-through rates

    • unique and sum of events & comparisons

  • Unsubscribe rates

  • Open rates

  • Conversion rates (website tracking)

  • Click-stream analyses

  • E-mail pass along rates –viral marketing

  • Coupon codes

  • Anonymous tracking to respect privacy

  • Campaign Comparison Reporting

ã2003 L-Soft

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Response time and cost per unit, e-mail vs. direct mail campaigns

  • Be prepared to handle responses

Source: DMA, Forrester Research, Gartner Group, 2002

ã2003 L-Soft

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To Outsource or not to Outsource campaigns

ã2003 L-Soft

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Maintain your server campaigns

Hardware/computer network

Dedicated Internet Connection

Software for e-mail management and delivery

Best for large loads 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


ã2003 L-Soft

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Outsourced e-Mail campaignsMarketing Services

Source: Forrester Research, August 2001

ã2003 L-Soft

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Evaluating Options campaigns

  • 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

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Main Recommendations campaigns

  • Integrate e-mail into your integrated marketing communication plan

  • E-Mail marketing is best used for retention and other customer permission-based communications

  • Offering sales promotions is the most successful strategy

  • Consider double opt-in and build your permission-based lists

  • Respect recipients’ privacy to earn their trust

  • Personalize messages to provide relevant information which will increase response rates

  • Evaluate options and opt for time-tested solutions

ã2003 L-Soft

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Questions? campaigns5:45pm Consulting Session - Today

Gabriela Linares

L-Soft international, Inc.



ã2003 L-Soft