vibrant media innovative electronic marketing. email marketing in sa web traffic in sa has increased...
TRANSCRIPT
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Vibrant MediaInnovative Electronic
Marketing
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Email marketing in SA
• Web traffic in SA has increased by 50% in the past year
• Local audience expanded by 42.5% to 6.48m users
• The number of active Internet and email users has doubled in the past year
• 66% of internet usage takes place in businesses
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About Vibrant Media
• Vibrant Media has been providing business to business Digital Marketing solutions for 15 years
• At the forefront of email marketing since 1998
• Focussing on tailor made messages designed to reach the correct target market, therefore generating the correct leads
• Currently distributing more than 1 million targeted emails each month
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The Database
• The “Decision Makers Database” have been developed over the past 15 years
• The database can be segmented via geographic area, industry, type of management and level of management
• All record are updated on a continuous basis
• All records can Opt out at any time. This is not just about following the law, it makes business sense
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Focussing on B2B
• Business executives prefer receiving email on Mondays and Tuesdays
• Opening rates are highest on Fridays (6.2% - 7.1%)
• Best days for click through rates will vary according to: the month of the year; the type of product; and the target market
• Open and click through rates decrease as list size increases – strongest case for effective segmentation
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Calculating Response Rates
• Opening rates - declining dropping by an average of 1.8% per quarter
• Declining opening rates are due to image blockers and firewall software
• Click through rates - remain stable• Unsubscribe rates – remain steady at 0.25%• 65% of unsubscriptions are due to “irrelevant”
emails – remain focussed on the target market
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Calculating Response Rates
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Calculating Response Rates
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Open, Click & Unsubscribe Rates
50%
6.90%
1%
47%
5.90%
0.60%
46%
6%
0.50%
43%
6%
0.40%
41%
6.20%
0.20%
39%
6%
0.30%
38%
6.40%
0.30%
36%
6.60%
0.20%
0%
10%
20%
30%
40%
50%
60%
2004Q1
2004Q2
2004Q3
2004Q4
2005Q1
2005Q2
2005Q3
2005Q4
Open Click Unsubscribe
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Open, Click & Unsubscribe Rates
Average Email Campaign Stats of Customers by Industry
Type of Compay
Open Rate Click RateSoft
Bounces
Hard Bounces
Abuse Complaints
Unsubscribes
Education 37.50% 7.08% 4.80% 7.39% 0.02% 0.11%
Entertainment 22.16% 6.63% 5.67% 8.80% 0.04% 0.08%
Financial Services
27.01% 18.30% 10.01% 7.47% 0.00% 0.29%
Government 32.01% 10.46% 2.02% 1.49% 0.03% 0.17%
Healthcare 30.71% 11.13% 4.65% 9.57% 0.14% 0.62%
Hotel 38.02% 15.71% 6.24% 15.15% 0.08% 0.86%
Manufacturing 29.58% 22.91% 7.12% 12.03% 0.04% 0.68%
Real Estate 26.73% 8.71% 5.31% 6.75% 0.09% 0.64%
Retail 31.95% 24.62% 2.94% 8.30% 0.08% 0.26%
Software 23.93% 14.52% 10.36% 11.52% 0.01% 0.11%
Technology 23.75% 23.27% 11.24% 8.85% 0.01% 0.07%
Telecommunications
34.03% 7.42% 6.07% 6.79% 0.00% 0.59%
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Email Tracking
• All emails that contain hyperlinks to other pages are tracked
• This is known as the “click-through rate”• The tracked data is captured onto the
online system to show the number of recipients that has clicked on those specific hyperlinks
• This can give the client an idea of the type of information the recipients are interested in
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Email Tracking
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Email Tracking
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Newsletters
• Building long term relations ships with existing and future
• Creating constant brand awareness• Tool for supplying information, but can be
effective marketing tool as well• 36% of recipients favour monthly
newsletters, 25% favour weekly• BUT, nearly one quarter (24%) of people
subscribing to newsletters use a false or secondary email address when opting in
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What Makes an Email Successful?
• The Subject Line – choose the correct words to ensure that you recipient will become interested
• Make use of pictures and graphics that will help to sell your product/service
• Place the most important information at the top
• Focus on the benefits and value your product and service has to offer
• Make sure that people are able to respond
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Email Marketing :: Property
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Email Marketing :: Software
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Email Marketing :: Education/Training
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Email Marketing :: Financial Services
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Email Marketing :: Telecommunications
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Email Marketing :: Research
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Email Marketing :: Manufacturing
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Email Marketing :: Careers
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Email Marketing :: Consumer
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Email Marketing :: Health/Wellness
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Email Marketing :: Hotel/Leisure
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Other Services
• Online Event Management• Viral Campaigns• Website Development• Online Surveys• Digital Design• Database Platforms• Database Maintenance
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Database Maintenance
• Data deteriorates at an estimate 27% per annum
• Keeping in touch with current clients are as important as attracting new clients
• Old and invalid data blocks the flow of communication and can cost you valuable time and money
• Vibrant Media specialises in: business to business database cleaning; call centres; CRM applications; developing and maintaining in-house database
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Database Maintenance :: Platforms
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Online Event Management
• The designing of invitations and all other promotion material
• Campaign Management Software which tracks responses
• Extract of a targeted database, as well as distribution of personalised invitations
• Recipients are able to register online – all responses captured
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Online Event Management
• All data stored electronically in a password protected environment, accessible to the client through the Internet
• Automatic confirmation of registration • Reservations and online updates of
availability • Payment and other reminders are
regularly scheduled prior to the event
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Online Event Management