This presentation, is one of my projects created during ma scholastic year.

1. Hitting the bulls-eye in E-mail

2. Communicating with Millions
1. What is e-Mail Marketing
2. Defining e-Mail Marketing
Objectives
3. Determining Effective Strategies
4. Reaching your Target Audience
5. Designing e-Mail Content
6. Evaluating Results

3. Communicating with Millions
It is a blend of

4. Communicating with Millions
@ Build brand awareness
@ Acquire new leads/ registrants/ customers
@ Drive immediate sales
@ Enhance customer retention
@ Build stronger relationships with existing customers
@ Provide company or product information
@ Increase revenues by up-selling to existing
customers
@ Post-order targeted e-mails
@ As part of an integrated marketing strategy

5. Communicating with Millions

6. Communicating with Millions
Everyone is doing it! E-MAIL ME THAT
• 75% of businesses have email lists
• 13% of total marketing budget is
When asked e-mail usage in daily
spent on email
Business activities, 85% said they
use e-mail to communicate with
When asked what consumers would
Customers.
like email to replace:
71% of online consumers spent 20
• 54% replace telemarketing
minutes or more weekly
• 45% replace in-person sales calls
exchanging email with friends
• 40% direct mail
and family in 2009.
Source: Association for
Source: Interland and new survey from Merkle
Interactive Marketing, DoubleClick Study

7. Communicating with Millions
Increase Sales Successful e-mail marketing is a strategic process
that can and will:
@ Increase online sales – shortens sales cycle
@ Reduce marketing costs
@ Produces customer retention and loyalty
@ Helps acquire new customers
@ Announces new products
Acquire new customers @ Save time by automating your marketing
@ Can be the most powerful and cost effective
marketing method that marketers have
available today– particularly in an economic
downturn

8. Communicating with Millions
e-Mails have different models:
@ Sales Promotions We must
@ Transaction confirmations stand out
@ Account status e-mails
@ Recommendations from friends
@ (viral marketing)
@ Scheduled corporate newsletters
@ Time-based reminders
@ Rewards program
@ E-mail discussion groups
@ Product updates of interest
@ Entertainment (humor, film
clips)
@ E-Mail education series

9. Communicating with Millions
1.Creating MyPC 2. Sending an 3. Tracking Results
customer Database
e-mail campaign
• On service • Newsletters • Messages sent/
• Trade Shows • Promotional bounced
• Guestbook Messages • Delivery rate
• Networking events • Discussion forum • Forwards
• Website Signup posts • Unsubscribed
• Spam complaints

10. Communicating with Millions
It is important to
define a plan,
“roadmap”
before starting
an e-mail
marketing How will the
campaign message be
Define the delivered
message
Define the
audience
Define
our goals

11. Communicating with Millions
• Motivate purchases • Mainly home users,
• Reinforce myPC i.e families and
brand students.
• Bring visitors back Goals Audience
• Also there is a
to the site range targeted to
• Prompt request for business people
more information
• Post-order
• targeted e-mails Message Tools to convey
the message
• Our message will An e-mail can take the form of:
be that home • Newsletter
computing is easy • Promotion
and reliable • Announcements
(the form will be adjusted according
to what we need to convey.)

12. Communicating with Millions
How do we increase performance?
How do we measure performance:
• Segmentation
• CTR (click through Rates)
- type of user
• Open Rates
• Website Traffic
• Personalisation
• Calls/ Service conversions
- Attributes for a user ex: Dear
• E-Mails delivered
(name of recipient)
• Unsubscribed users
- Fully dynamic e-mails is our goal
• Deliverability
- getting the e-mail into the inbox
and not as a spam
• Design/ content
- crucial to engage the recipient

13. Communicating with Millions
Which marketing campaigns are delivering
the best result?
4%
4%
11%
11%
14%
23%
33%
Source: Sapient Interactive "Smart Agency survey"

14. Communicating with Millions
Having found out that one of the best results is being achieved
by e-Mail, one has to build a contact list
@ Build in–house opt-in list
@ Capture web site visitors
@ Ask already made contacts for authorization
@ Use database to collect demographic & behavioral information
@ Re-confirm subscription requests
@ Offer easy unsubscribe option

15. Communicating with Millions
E-Mail Message Content
@ Subject Line – getting recipients to open mail is
half the battle
@ Creativity
@ Personality and dynamic content
@ Keep it short and use links to draw reader to your
web site
@ Keep it fresh – don’t re-use the same content
@ Relevance – the more you understand your
customers, the more targeted and relevant
messages will be
@ Frequency
@ Test messages

16. What is your preferred format for
receiving e-mails?
HTML
18% 26%
Plain Text
50% 6% No Preference
Don't Know
this Means
Source: Epsilon Global e-Mail Study, 2009
(North America)

17. Communicating with Millions
How to measure the effectiveness of e-mail marketing campaigns
@ Click-through rates
- unique and sum of events & comparisons
@ Unsubscribe rates
@ Open rates
@ Conversion rates (website tracking)
@ Click-stream analyses
@ E-mail pass along rates –viral marketing
@ Coupon codes
@ Unanimous tracking to respect privacy

18. Communicating with Millions
E-Mail Marketing Metrics
Branding Value
Visitor Demographics
Bounce Rate
Time spent on Site
Click Path Analysis
Conversion
0% 5% 10% 15% 20% 25%
Source: Marketing Sherpa, Search Benchmark
Guide, June 2008

19. Communicating with Millions
• Create a bigger Database
• Proper HTML Coding & Design
- It is important to see how users view
our company emails
- Including in our newsletters interactive
media such as videos.
• Relevant Content
• List Segmentation
• Deliverability & Sender Reputation
• Lifecycle Marketing
Customize email marketing messages based on
subscriber preferences and segments.

20. Communicating with Millions

21. Communicating with Millions