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Email Marketing: Fitting it into YOUR strategy
Email Marketing Strategy
• Today's Environment
• Traditional vs. Electronic (incorporating new tools)
• Developing a Strategy (Complete Communication Cycle)
• Questions and Answers
Any marketing initiative is built around goals that will result in a
successful relationship with target audiences
Email Marketing: Fitting it into YOUR strategy
Email is Pervasive
• Global Internet users 400 million +
• Canada – 16 million + internet users (one of the highest
adoption rates in the world)
• Canada – by 2004 an estimated 19 million +
• 90% of internet users have tried to send email – almost all
plan to continue to use email
• Revenue generated by email marketing – $1.26 billion
(2002 :survey Ipsos-Reid)
Any marketing initiative is built around goals that will result in a
valued relationship with a target audience
Email Marketing: Fitting it into YOUR strategy
Email Environment Today
•SPAM – what is today’s definition?
•Between 10-20% of opt-in mail is blocked by ISPs
•Opt-in email programs
•81% have deleted opt-in mail before opening
(2002 :survey Ipsos-Reid)
Any marketing initiative is built around goals that will result in a
valued relationship with a target audiences
Email Marketing: Fitting it into YOUR strategy
Email Environment Today (2002)
•6 messages / day
•48 messages / week
•2184 message /year
•Estimated to grow to over 3800 / year by 2006
•Over ½ are not classified as SPAM
•ADJUST NUMBERS FOR YOUR INBOX REALITY
( yr:2006 – 38000 email messages)
•(Jupiter Media Metrix)
Any marketing initiative is built around goals that will result in a
valued relationship with a target audiences
Email Marketing: Fitting it into YOUR strategy
Opt-in Email
% of worldwide consumers say they would be more likely to buy
products or services from opt-in email marketing
50% would likely buy
13% say the same about direct mail
• Number or Canadian internet users who OPT- IN to receive email
campaigns 79%
• Average number of campaigns they subscribe to 5.2
(2002 :survey Ipsos-Reid)
Any marketing initiative is built around goals that will result in a
valued relationship with a target audiences
Email Marketing: Fitting it into YOUR strategy
Opt-in Email
• Number or Canadian internet users who have OPTed -OUT of
receiving an email campaign after OPTing In 77%
-71% opt out because - email received was not of interest
Imperative:
* Ensure your opt-in email is not one of the many discarded
campaigns.
* Deliver – DESIRED, RELEVANT, VALUED information
* To deliver valued information you must get to KNOW your
Audience
(2002 :survey Ipsos-Reid)
Any marketing initiative is built around goals that will result in a
valued relationship with a target audiences
Email Marketing: Fitting it into YOUR strategy
Marketing Mix
Email marketing should compliment existing initiatives. You have already spent resources:
learning about your market, customers and competition. You have developed your
marketing message, choosing mediums and setting goals and marketing budget.
Email marketing done properly is a powerful addition to the marketing department’s arsenal
of tools.
What tools are presently used in your marketing strategy?
•Outdoor
•Television
•Point of purchase
•Radio
•Tradeshows
•Prints Publications
• Website
•Direct mail
•What corporate messages and guidelines will your Email initiatives support?
Any marketing initiative is built around goals that will result in a
valued relationship with a target audience
Email Marketing: Fitting it into YOUR strategy
Digital Mediums: Website and Email
Support Existing Marketing Initiatives:
In combination a website and email campaigns are powerful tools
to help implement a thought out e-marketing strategy that
supports and enhances existing traditional marketing initiatives.
Any marketing initiative is built around goals that will result in a
valued relationship with a target audience
Email Marketing: Fitting it into YOUR strategy
Digital Mediums: Website and Email
•Digital Advantageous:
•Execution Speed
•Ability to test
•Cost Savings
•Feedback loop – measuring success
Any marketing initiative is built around goals that will result in a
valued relationship with a target audience
Email Marketing: Fitting it into YOUR strategy
A winning combination: Website + Email Strategy
NDP Leadership Candidate Jack Layton
• Targeted email newsletters and bulletins
• Viral campaign that helped sign up 8,000 +
new memberships and record donations
• 10 different databases online in 48 hours…
with call centre integration
• Sophisticated voter tracking and profiling
• Strategically timed emails help pull Layton’s
supporters to polls in massive turnout
Email Marketing: Fitting it into YOUR strategy
Toronto Mayoralty Candidate Barbara Hall
• Viral campaign takes traffic from 200
users per month to 6,000 users per month
in less than 3 months
• Targeted volunteer coordination via email
cements lead in online polls throughout
Toronto
• Email generates 10% of campaign’s
operational budget
Any marketing initiative is built around goals that will result in a
valued relationship with a target audience
Email Marketing: Fitting it into YOUR strategy
Winning Combination: Website + Email Strategy
Our work with Toronto Raptors Star
Jerome Williams (JYD)...
• From 3,000 users total…
to 100,000 users in less
than three months
• Targeted event email
draws 150 people to press
conference in less than 48
hours…
• ThinData forges campaign
partnerships with: Krispy
Kreme, UNICEF, White
Ribbon Campaign and
Barbara Hall Campaign
Email Marketing: Complete Communication Cycle
Any marketing initiative is built around goals that will result in a
value relationship with target audiences
Email Marketing: Complete Communication Cycle
ASK YOUR TEAM:
1)
What are our recipients goal(s) and
motivation to establish an email based
relationship with us?
2)
What need/desire are we fulfilling?
ASK YOUR AUDIENCE:
1)
What exact service/information are you
interested in receiving?
2)
How do they want to receive this
information?
(frequency, format etc.)
The answers to these questions are the basis of a commitment
you are making to your market. Your relationship will be judge
on how well you deliver
Email Marketing: Complete Communication Cycle
You create content that will speak to the people you are
building a relationship with. This content can exist in many
forms: web, print, television are a few examples.
Email Marketing: Complete Communication Cycle
Set Relationship Parameters
Centralize Data
Marketers segment their audiences according to the profiles
they have constructed. And, then they find interactive ways to
discover more about these audience profiles.
Email Marketing: Complete Communication Cycle
Set Relationship Parameters:
The information your audience has
requested to receive via email should be
stored with all other available
information regard this individual in a
living growing profile.
Centralize Data:
This data must be collected and
centralized through many touch points
over the course of the client lifecycle.
You create content that will speak to the people you are building
a relationship with. This content can be delivered/displayed in
many forms: web, print, television are a few examples.
Email Marketing: Complete Communication Cycle
Web purchases
Web Contests
Off-line equivalents
existing Databases
Membership form
Profiles
Web Poll
Web Survey
Feedback form
Subscribe form
Through these on-line and off-line touch points a profile holding
the desired services and other demographics is created. The
desired service should indicate: Content choice, desired
Format, desired frequency
Marketers find interactive ways to discover more about these
audience profiles.
Email Marketing: Fitting it into YOUR strategy
Email Marketing: Fitting it into YOUR strategy
Email Marketing: Complete Communication Cycle
Email Marketing: Complete Communication Cycle
Before Broadcasting:
Segment: Sending Relevant Email
Identify the target Audience Through
filtering your centralized database of
profiles using appropriate demographics
Create Email:
insert your ‘creative’ into system, applying
proper personalization – (including subject
line, from line, insert token personalization)
Test Email:
Choose test group and test your Emails
effectiveness –(multiple formats, subject
line, from line, personalization)
Email Marketing: Complete Communication Cycle
Email Marketing: Complete Communication Cycle
After Broadcasting:
Access Reports:
Access email reports and web
statistics
generated by linking the recipient back to
webpages
Analyze Results:
Interpret the email reports and web statistics
and hold them up against pre-determined
success markers.
- Open Rates
- CTRs
- Purchases
- Traffic Spikes
Refine Message:
The results of the broadcast will provide insight that helps refine future
communications to this target audience based on their reaction to this broadcast
Email Marketing: Complete Communication Cycle
After Broadcasting:
Analyze Results:
Interpret the email reports and web statistics
and hold them up against pre-determined
success markers.
66% of US direct Marketers DO NOT
measure the effectiveness of their
interactive media campaigns (Direct
Marketing association, April 2002)
- CTRs – 64%
- Unsubscribe Rates – 61%
- Open Rates - 47%
- Conversion Rates (website) – 46%
- Unique CTR – 43%
- Direct Revenue – 38%
Refine Message:
The results of the broadcast will provide insight that helps refine future
communications to this target audience based on their reaction to this broadcast
Email Marketing: Fitting it into YOUR strategy
If the ‘Practical KnowHow’ section of this newsletter
consistently rates far and away the
highest CTR –Perhaps it deserves
more prominence in this newsletter
Email Marketing: Complete Communication Cycle