Email Marketing Netconcepts电子邮件营销 Netconcepts.pptVIP

Getting Started with Email Marketing by Stephan Spencer, Founder President of Netconcepts Poll Question #1 What is your level of experience with email marketing, on a scale from 1 to 5? (1=Never done it, 5=Expert) Poll Question #2 What are your most pressing concerns about email marketing? Check all that apply: Getting and keeping permission Getting the right offer Targeting the right audience Copywriting Design Tracking reporting Getting it to “go viral” Why Market via Email? Critical mass: reaches 93% of internet users (Jupiter Research) Response rates: 10x greater than direct mail(DMA) Lower costs: 1/10 the cost per communication (Andersen) Relationship builder: 80% of visitors never return (eMarketer) Reaching Today’s Consumer Corporate scandals erode trust Growing marketing resistance Receives 100 emails a day(10-20 from people you know) Want to be treated as people, not a mass market Spam is in the eye of the beholder Coping with the Deluge 32% of email messages are official SPAM(Radicati Group) Costs $8.9 billion in lost productivity annually(Ferris Research) Spam filters in Outlook, Hotmail, AOL etc.; Anti-spam tools at the ISPs; Corporate email firewalls 15% of permission-based marketing messages are wrongly blocked (Assurance Systems) Define Business Objectives Audience Prospects, customers, advocates, partners Goals Registrations, Signups, Sales Content Newsletter, Promotions, Reminders, Invitations Metrics Click through, Registration, Visits, Booking/Purchase Spam Unsolicited Commercial Email (UCE) Typical spam has a bogus sender address, bogus unsubscribe instructions, and bogus offers Spam is in the eye of the beholder Ensure recipients don’t misconstrue your message as spam Get Permission Opt-in, not opt-out. Get recipient’s consent in advance! Opt-in: recipient volunteered to receive your email Opt-out: recipient didn’t have the opportunity to avoid receiving your first email, only to avoid receiving subsequent ones “Hand-raisers” are a lot