email marketing: fitting it into your strategy any marketing initiative is built around goals that...

Email Marketing: Fitting it into YOUR strategy

Any marketing initiative is built around goals that will result in a successful relationship with target audiences

Email Marketing Strategy

• Today's Environment

• Traditional vs. Electronic (incorporating new tools)

• Developing a Strategy (Complete Communication Cycle)

• Questions and Answers


Any marketing initiative is built around goals that will result in a valued relationship with a target audience

Email is Pervasive

• Global Internet users 400 million +

• Canada – 16 million + internet users (one of the highest adoption rates in the world)

• Canada – by 2004 an estimated 19 million +

• 90% of internet users have tried to send email – almost all plan to continue to use email

• Revenue generated by email marketing – $1.26 billion

(2002 :survey Ipsos-Reid)


Any marketing initiative is built around goals that will result in a valued relationship with a target audiences

Email Environment Today

•SPAM – what is today’s definition?

•Between 10-20% of opt-in mail is blocked by ISPs

•Opt-in email programs

•81% have deleted opt-in mail before opening




Email Environment Today (2002)

•6 messages / day

•48 messages / week

•2184 message /year

•Estimated to grow to over 3800 / year by 2006

•Over ½ are not classified as SPAM

•ADJUST NUMBERS FOR YOUR INBOX REALITY

( yr:2006 – 38000 email messages)

•(Jupiter Media Metrix)



Opt-in Email

% of worldwide consumers say they would be more likely to buy products or services from opt-in email marketing

50% would likely buy

13% say the same about direct mail

• Number or Canadian internet users who OPT- IN to receive email campaigns 79%

• Average number of campaigns they subscribe to 5.2




Opt-in Email

• Number or Canadian internet users who have OPTed -OUT of receiving an email campaign after OPTing In 77%

-71% opt out because - email received was not of interest

Imperative:

* Ensure your opt-in email is not one of the many discarded campaigns.

* Deliver – DESIRED, RELEVANT, VALUED information

* To deliver valued information you must get to KNOW your Audience




Marketing Mix

Email marketing should compliment existing initiatives. You have already spent resources: learning about your market, customers and competition. You have developed your marketing message, choosing mediums and setting goals and marketing budget.

Email marketing done properly is a powerful addition to the marketing department’s arsenal of tools.

What tools are presently used in your marketing strategy?

•Television

•Radio

•Prints Publications

•Direct mail

•What corporate messages and guidelines will your Email initiatives support?

•Outdoor

•Point of purchase

•Tradeshows

• Website



Digital Mediums: Website and Email

Support Existing Marketing Initiatives:

In combination a website and email campaigns are powerful tools to help implement a thought out e-marketing strategy that supports and enhances existing traditional marketing initiatives.



Digital Mediums: Website and Email

•Digital Advantageous:

•Execution Speed

•Ability to test

•Cost Savings

•Feedback loop – measuring success


A winning combination: Website + Email Strategy

NDP Leadership Candidate Jack Layton • Targeted email newsletters and bulletins

• Viral campaign that helped sign up 8,000 + new memberships and record donations

• 10 different databases online in 48 hours… with call centre integration

• Sophisticated voter tracking and profiling

• Strategically timed emails help pull Layton’s supporters to polls in massive turnout



Toronto Mayoralty Candidate Barbara Hall

• Viral campaign takes traffic from 200 users per month to 6,000 users per month in less than 3 months

• Targeted volunteer coordination via email cements lead in online polls throughout Toronto

• Email generates 10% of campaign’s operational budget

Email Marketing: Fitting it into YOUR strategyWinning Combination: Website + Email Strategy

Our work with Toronto Raptors Star Jerome Williams (JYD)...

• From 3,000 users total… to 100,000 users in less than three months

• Targeted event email draws 150 people to press conference in less than 48 hours…

• ThinData forges campaign partnerships with: Krispy Kreme, UNICEF, White Ribbon Campaign and Barbara Hall Campaign

Any marketing initiative is built around goals that will result in a value relationship with target audiences

Email Marketing: Complete Communication Cycle

ASK YOUR TEAM:

1) What are our recipients goal(s) and motivation to establish an email based relationship with us?

2) What need/desire are we fulfilling?

ASK YOUR AUDIENCE:

1) What exact service/information are you interested in receiving?

2) How do they want to receive this information?(frequency, format etc.)


The answers to these questions are the basis of a commitment you are making to your market. Your relationship will be judge on how well you deliver

You create content that will speak to the people you are building a relationship with. This content can exist in many

forms: web, print, television are a few examples.


Marketers segment their audiences according to the profiles they have constructed. And, then they find interactive ways to

discover more about these audience profiles.

Set Relationship Parameters

Centralize Data


You create content that will speak to the people you are building a relationship with. This content can be delivered/displayed in

many forms: web, print, television are a few examples.

Set Relationship Parameters:

The information your audience has requested to receive via email should be stored with all other available information regard this individual in a living growing profile.

Centralize Data:

This data must be collected and centralized through many touch points over the course of the client lifecycle.


Marketers find interactive ways to discover more about these audience profiles.

Profiles

Web purchases

Membership form

Through these on-line and off-line touch points a profile holding the desired services and other demographics is created. The desired service should indicate: Content choice, desired Format, desired frequency

Web Survey

Feedback formWeb Poll

Subscribe form

Web Contests

Off-line equivalents existing Databases


Before Broadcasting:

Segment: Sending Relevant Email

Identify the target Audience Through filtering your centralized database of profiles using appropriate demographics

Create Email:

insert your ‘creative’ into system, applying proper personalization – (including subject line, from line, insert token personalization)

Test Email:

Choose test group and test your Emails effectiveness –(multiple formats, subject line, from line, personalization)


After Broadcasting:

Access Reports:

Access email reports and web statistics generated by linking the recipient back to webpages

Analyze Results:

Interpret the email reports and web statistics and hold them up against pre-determined success markers.

- Open Rates

- CTRs

- Purchases

- Traffic Spikes

Refine Message:

The results of the broadcast will provide insight that helps refine future communications to this target audience based on their reaction to this broadcast


After Broadcasting:

Analyze Results:

Interpret the email reports and web statistics and hold them up against pre-determined success markers.

66% of US direct Marketers DO NOT measure the effectiveness of their interactive media campaigns (Direct Marketing association, April 2002)

- CTRs – 64%

- Unsubscribe Rates – 61%

- Open Rates - 47%

- Conversion Rates (website) – 46%

- Unique CTR – 43%

- Direct Revenue – 38%

Refine Message:

The results of the broadcast will provide insight that helps refine future communications to this target audience based on their reaction to this broadcast



If the ‘Practical Know-How’ section of this newsletter consistently rates far and away the highest CTR –Perhaps it deserves more prominence in this newsletter

email marketing: fitting it into your strategy any marketing initiative is built around goals that...

Documents

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email revenue

marketing message

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target audience email

isps optin email programs