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The Power of eMail Marketing: Cost-effective Strategies for Success

Explore the impact of eMail marketing on business growth, with insights on cost savings, response cycles, revenue generation, and customer relations. Learn effective strategies and common objectives to build stronger customer relationships and drive immediate sales.

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The Power of eMail Marketing: Cost-effective Strategies for Success

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  1. eMail Marketing, the marketing tool you can't afford to ignore. Gabriela Linares eMarketing Association January 2003 ã2003 L-Soft

  2. “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 ã2003 L-Soft

  3. Why eMail Marketing? • Cost Savings • Quick Response Cycles • Generates Revenues • Popular Medium • Effective Medium • Results are Measurable • Builds Customer Relations ã2003 L-Soft

  4. Average Cost per Marketing e-Mail sent in the US (2001-2006) Source: Forrester Research, August 2001, extrapolated by eMarketer, June 2002 ã2003 L-Soft

  5. Cost Savings due to eMail Usage among US companies, 2002 As a percentage of respondents ã2003 L-Soft Source: AIM, April 2002, n=110 companies

  6. Revenue Generated through eMail Usage among US companies, 2002 As a percentage of respondents Source: AIM, April 2002, n=110 companies ã2003 L-Soft

  7. Top 5 Activities of Americans Online, 2001 As a percentage of respondents Source: US Dept. of Commerce, February 2002 ã2003 L-Soft Source: AIM, April 2002, n=110 companies

  8. Effectiveness of Marketing Techniques used by US Marketers to drive web-site traffic Source: Forrester Research, March 2001 ã2003 L-Soft

  9. Effective eMail Marketing Strategies • Common eMail Marketing Objectives • Acquisition vs. Retention • Popular eMail Models • Recipient response ã2003 L-Soft

  10. 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 ã2003 L-Soft

  11. e-Mail marketing campaign response rates by campaign objective ã2003 L-Soft Source: IMT Strategies, September 2001

  12. Online Marketing Methods used for effective acquisition versus retention ã2003 L-Soft Source: DMA- April, 2002

  13. Conversion Costs for Retention and Acquisition Goals Source: IMT Strategies, September 2001 ã2003 L-Soft

  14. 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 ã2003 L-Soft

  15. 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 • Entertainment • Weather • Local news • Tech/business news • Finance/stock information • Sports ã2003 L-Soft

  16. Top reasons why US Internet users respond to e-mail offers • Know and trust brand • Relevant information • Good prices • Friend has recommended • Price/coupon/reward • Timely • Compelling subject • Entertaining ã2003 L-Soft

  17. “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 ã2003 L-Soft

  18. Questions? Gabriela Linares L-Soft international 301-731-0440 800-399-5449 info@lsoft.com www.lsoft.com ã2003 L-Soft

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