Advanced e-Mail Marketing Strategies.ppt

Advanced e-Mail Marketing Strategies eMarketing Association Conference Redondo Beach, California September 5, 2002 Gabriela Linares L-Soft international, Inc. Info@ 301-731-0440 800-399-5449 Steps for an e-Mail Marketing Plan Defining e-Mail Marketing Objectives Determining Effective Strategies Reaching your Target Audience Designing e-Mail Content Evaluating Results Selecting a Solution 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 e-Mail marketing campaign response rates by campaign objective Conversion Costs for Retention and Acquisition Goals 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 E-mail overload: Number of e-mail marketing e-mail sent in the US Response to permission e-mail versus unknown senders Opt-in, opt-out, double opt-in, spam: Preferred e-mail marketing methods CTR and Conversion rate of US e-mail marketing campaigns – for permission based lists US Consumers’ Privacy concerns 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 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 R