eMail Marketing, the marketing tool you cant afford to .ppt

eMail Marketing, the marketing tool you cant afford to ignore.  Gabriela Linares eMarketing Association January 2003 “e-Mail Marketing is the wave of the future. Fast and cost-effective, e-mail must become an important part of your integrated marketing and media plan.” Peppers Rogers Group Why eMail Marketing? Cost Savings Quick Response Cycles Generates Revenues Popular Medium Effective Medium Results are Measurable Builds Customer Relations Average Cost per Marketing e-Mail sent in the US (2001-2006) Cost Savings due to eMail Usage among US companies, 2002 Revenue Generated through eMail Usage among US companies, 2002 Top 5 Activities of Americans Online, 2001 Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic Effective eMail Marketing Strategies Common eMail Marketing Objectives Acquisition vs. Retention Popular eMail Models Recipient response 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 Online Marketing Methods used for effective acquisition versus retention 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 Rewards program E-mail discussion groups Product updates of interest Independent media newsletters Top Interest Areas 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 Enterta