Title: Lecture Six
1Lecture Six
2Email Strategies Part Two
- Lecture Aim To prove that deploying effective
email marketing strategies can be the marketing
tool and killer application
3Lecture Objectives
- To quickly recap on Lecture five
- To look at and study the 10 virtues of email
marketing - We will compare and contrast email marketing with
other marketing media - We will examine the issues and costs surrounding
whether email should be carried out as an
internal function or outsourced to a third
party - We will look at the 10 steps to email marketing
success - Will will examine the 12 common mistakes in email
marketing - We will look at the top 10 most common internet
privacy mistakes - We will examine the metrics surrounding email
success - Finally, we will discuss whether or not the last
2 lectures have convinced you that email is
really the killer application - All the above is backed-up throughout with
pertinent facts and figures
4Content
- Recap of Lecture Five
- 10 Virtues of Email Marketing
- Facts and Figures eBusiness Benefits By Type
- Facts and Figures eBusiness Activities With
Customers - A Comparison of Email Marketing With Other
Marketing Media - Email In-House or Outsource
- Top 10 Steps to Email Marketing Success
- 12 Common Mistakes in Email Marketing
- Top 10 Internet Privacy Mistakes
- Email The Metrics for Success
- So Is Email Really the Killer Application
5Recap of Lecture Five
- What is Email Marketing?
- Uses of Email Marketing
- Writing Good Email Messages
- After You Have Sent The Email
- Empowering Customers with Opt-Ins (Permission
Based Email) - Personalisation
- Email Spam
- 20 Ways Opt-in Emailers Can Outsmart Spam Filters
- Email List Development
- Types of Email Marketing
- Different Types of Email
610 Virtues of Email Marketing
- Email is highly trackable
- Email can become an integral part of the
relationship you have with your prospects and
customers - Email marketing can be extremely cost-effective
if you clearly define your goals and expectations
with regard to cost per lead - Email allows you to manage undeliverable messages
in a cost- and time-efficient manner - Bounces / returned emails are quickly identified.
You can correct the problem and resend the
message inexpensively and painlessly - Email drives sales
- Email provides quick lead generation
- Email allows you to test quickly and
inexpensively - Email is an opportunity for customer dialogue
- Email can help build your brand
Source http//www.clickz.com/em_mkt/em_mkt/articl
e.php/916721
7Facts and Figures
Source CBI KPMG Consulting, 2002, p43
8Facts and Figures
Source CBI KPMG Consulting, 2002, p26
9A Comparison of Email Marketing with other
Marketing Media
- Direct Mail
- Radio
- Broadcast TV
- Cable TV
- Print and Outdoor
- Telemarketing
Source http//www.clickz.com/em_mkt/
10A Comparison of Email Marketing with other
Marketing Media
- Direct Mail
- Direct mail is frequently compared to email
- As cost-conscious businesses increasingly are
turning to the Internet for its cheapness in
comparison to traditional direct mail campaigns.
A report released by GartnerG2 last week (this
source March 20, 2002) suggests email marketing
will threaten direct mail by 2005 - "Direct mail has reached its peak and will
account for less than 50 of mail received by
U.S. households by 2005, down from 65 in 2001,"
said GartnerG2 media industry research director
Denise Garcia. "As email use, familiarity and
trust increases, consumers will become more
comfortable with accepting advertisements through
their computer." - Gartner suggests direct mail has peaked, while
permission-based email marketing will continue to
grow in acceptance - Some industry observers say the report is flawed,
as it compares two forms of marketing not yet on
equal footing
Source http//www.clickz.com/em_mkt/
11A Comparison of Email Marketing with other
Marketing Media
- Direct Mail - Louis Mastria, director of internal
and public affairs for the Direct Marketing
Association, is among the dissenters. "It's too
premature to make the assumption that people can
go from direct mail to email," he said - Radio - Almost everyone listens to radio.
According to the Radio Advertising Bureau, radio
reaches 77 of consumers daily, 95 of consumers
weekly. A radio media buy can cast a very wide
net, especially if you're buying network time
across stations. Radio is great for marketing
communications and can be good for direct
response. People can be moved from radio to
online. We have a client doing that successfully
Source http//www.clickz.com/em_mkt/
12A Comparison of Email Marketing with other
Marketing Media
- Broadcast TV - TV is great for reaching a lot of
people. You can target a specified audience
(demographic) and plan media "weight" (amount of
advertising and where) according to your
businesses campaign's goals. For instance, if you
are undertaking an image and awareness
campaign, the amount of advertising you would
envisage would be considerably less than if your
campaign had a sense of urgency, such as a
going-out-of-business sale. Broadcast TV is an
established marketing communications channel.
Like radio, people can and have been moved from
television to online - Digital / Cable TV Digital and Cable TV is more
targeted than wholesale generic TV broadcasts.
This is because audiences using these mediums are
smaller than generic TV. The audiences
(demographics) of generic TV and digital /cable
TV will vary, which must also be taken into
account
Source http//www.clickz.com/em_mkt/
13A Comparison of Email Marketing with other
Marketing Media
- Print and Outdoor - Advertising in newspapers,
magazines, and other print media can be a good
marketing communication channel to enhance
awareness of your product or service. Other
opportunities include advertorials. Print can be
expensive on a cost-per-lead basis. It's also
hard to keep track of which channel medium your
customers came from - Telemarketing - Telemarketing can be effective -
or not - depending on your target audience.
Everyone will agree telemarketing is intrusive.
On a cost-per-lead basis, it can also be
expensive
Source http//www.clickz.com/em_mkt/
14Email In-House or Outsource?
- When considering an email Marketing Campaign
businesses really only have three options - Handle the management of this operation
themselves - via in-house management and IS systems and / or
by - using off-the-shelf software
- Outsourced distribution
- Or, outsource the whole operation to a third
party
Reference http//www.opportunitywales.co.uk
(Section on email)
15Email In-House or Outsource?
- In-House Email Management
- To drive forward ones own email marketing
campaign will use a tremendous amount of time,
money and staff resources - For a business wishing to manage the whole
process themselves will need to ask the following
questions - Do we have people on staff already who can create
strategic email programs that drive results,
improve customer relationships, and integrate
with other marketing communications efforts - Can we access industry-specific and
vertical-market-specific benchmarks? If not do we
have processes to set our own - Do we have email specific design and copy
capabilities - Do we have strong knowledge of the complexities
involved with coding email which will render
efficiently and seamlessly across the many ISPs
and Web based email providers - Do we have the projects managers and analysts
with experience in the email channel who can set
up, execute, and analyse our email initiatives,
from start to finish
Source http//www.clickz.com/em_mkt/
16Email In-House or Outsource?
- In-House Email Management
- Does our current system allow you to import,
export, and analyse data easily and in a
consistent format to enable the business to
create highly targeted and effective email
communications - Does the system also easily update legacy systems
with performance data - Can our current email platform assemble, deliver,
and track high volumes of email in proper formats - Can the business tap into all of its databases
and automate email communications - Do we have sufficient data reporting tools and do
they provide the information we need - Who supports the email system and how
- What are or would be the businesses process for
resolving issues arising from our email
communication efforts data quality, bounce backs
(undeliverable email), delivery, replies,
customer questions, and so on
Source http//www.clickz.com/em_mkt/
17Email In-House or Outsource?
- In-House Email Management
- Complete in-house email management could
potentially be very expensive. However, this will
depend on the scale of the businesses
requirements and can actually also be relatively
cheap and cost effective - In-House Email Management
- For many small to medium sized enterprises
without the required skills set or resources
in-house then it may be more cost effective for
them to use email marketing software packages - These packages have to be maintained, managed and
administered effectively but require less skills
and resources
Source http//www.clickz.com/em_mkt/
18Email In-House or Outsource?
- In-House Email Management
- Email marketing software packages need different
features to standard email software. As well as
facilities to create messages (such as your mail
shots or newsletters) and broadcast them to
customers on your mailing lists, features should
also include - Reporting / tracking tools to track and analyse
email campaigns - Subscription manager to handle subscriptions
and remove users wishing to unsubscribe from
lists - Returned mail handler i.e. email which is
undeliverable - List manager i.e. list cleaning, merging,
checking and removing duplicate addresses and so
on - Personalisation facilities to personalise email
campaigns for customers - Filters to sort incoming emails e.g. for a
particular campaign - Import / export information e.g. from an existing
customer database
Source http//www.opportunitywales.co.uk
(Section on email)
19Email In-House or Outsource?
- Potential Costs of In-House Email Management
- If you are going to do it yourself, be sure that
you have the resources and means to carry it out.
You will also need appropriate eMail marketing
software. An example of such software is
Broadc_at_st HTML which starts at 249 or 175
approx. See mailworkz) - Some software packages have a restriction on the
size of the lists they can handle e.g. Broadc_at_st
HTML Business Edition can handle any number of
mailing lists but each list can not exceed 500
eMail addresses Broadc_at_st HTML Commerce Edition
can handle lists up to 5,000 eMail addresses and
is more expensive at 795
Source http//www.opportunitywales.co.uk
(Section on email)
Further Resource http//www.ifmodules.com/
(Software resource) http//www.mailworkz.com/ind
ex.htm (Software resource)
20Email In-House or Outsource?
- Outsource Email Management
- Why outsource your email management
- Cost Effective
- Reliable
- Full-Feature Convenience
- Virus and Spam Protection
- Affordable Scalability
Source http//www.everyone.net/solutions.html
21Email In-House or Outsource?
- Outsource Email Management
- An outsourcing company may offer the following
facilities and benefits to a business - Anti-virus Protection
- Spam Protection
- Free Domain Names and Domains Supported
- Firewall and Security
- Full Backups
- Mailboxes
- List Rental
- List Management e.g. your own in-house email
lists - Email Design (Creative Content)
- Campaign Testing
- Response Management
- Tracking and Reporting this is very important
as you must be able to measure your campaign
(Usage Statistics)
Source http//www.opportunitywales.co.uk
(Section on email)
22Email In-House or Outsource?
- Potential Costs of Outsourcing Email Management
- In the UK emailtools.co.uk will charge anywhere
between 99-199 for setting up the email
management system. With a monthly charge of
anywhere between 24.95-49.95 depending on the
package a business chooses - A company such as SparkList will charge monthly
to manage subscriptions and distribution. There
is a one-off set-up fee dependant on the size of
the list with prices starting at 50 per month
depending on the size of the eMail itself e.g.
set-up fee of 25 for a list of 0-2000 eMail
addresses plus 1 for every 1,000 messages based
on a 10k message size (2 for every 1,000 for a
20k message) - A company such as IFModules will charge anywhere
between 50 through to 500 per month dependant
on space and usage requirements
Source http//www.emailtools.co.uk/compare.htm
Source http//www.opportunitywales.co.uk
(Section on email)
Source http//www.ifmodules.com/
Further Resource and http//www.everyone.net/solu
tions.html
23Top 10 Steps to Email Marketing Success
- Set Marketing Objectives
- Develop a Privacy Policy
- Collect Opt-In Names
- Develop a Message
- FROM, TO Subject Lines
- Test Your Message
- Three, Two, OneLaunch!
- Unsubscribe Undeliverables
- Track Campaign Results
- Send Additional Messages Based on Campaign
Results
SourcePersona P-CRM, No date or URL Provided
(sales_at_persona.com)
24Top 10 Steps to Email Marketing Success
- Set Marketing Objectives
- It is important for a business to decide exactly
what its marketing objectives are. Are you trying
to drive more traffic (business) to the website?
Or are you recommending a specific product or
service? Or is it the case that the business is
trying to build a brand by providing relevant
news and information to subscribers - Develop a Privacy Policy
- It is important for a business to let their
customers know exactly what will happen to any
information, which they provide. It is important
for a business to say what they are going to do
and to do what they say. For a business this
links in with CRM technologies (Customer
Relationship Management), which is covered in
lectures 7 8. A business collects information
about its customers to improve relationships with
them - Collect Opt-In Names
- Refer to section 3 Email List Development. It is
important for a business to build its own list of
potential clients, which they can market too
effectively
SourcePersona P-CRM, No date or URL Provided
(sales_at_persona.com)
25Top 10 Steps to Email Marketing Success
- Develop a Message
- According to Seth Godin, author of Permission
Marketing and Marketing Guru of Yahoo, successful
communications should be relevant, anticipated
and personal - FROM, TO Subject Lines
- A business may live or die by the FROM, TO and
Subject Lines of a message. This is the first
point of contact, and a business must inspire the
recipient to open the email message - Test Your Message
- It is important for a message to be tested before
it is officially sent via a businesses full email
marketing campaign. It would need to test which
subject line message gives the most response, it
is also very important that a business test the
message for compatibility with different email
clients, such as AOL, Outlook or Hotmail and also
to ensure the graphics and text are displaying
properly
SourcePersona P-CRM, No date or URL Provided
(sales_at_persona.com)
26Top 10 Steps to Email Marketing Success
- Three, Two, One, Launch
- Make sure everyone in the business is aware of
the marketing campaign. Once the message has been
tested and the website is ready for the potential
increase in visitor numbers then it is ready to
go - Unsubscribe Undeliverables
- It is a good idea to allow customers the right to
opt-out of a businesses future emailing
campaigns. This could potentially be achieved
through an unsubscribe link within the email.
Bounced email or undeliverables should be
monitored and email address corrected where
possible or deleted from the system
SourcePersona P-CRM, No date or URL Provided
(sales_at_persona.com)
27Top 10 Steps to Email Marketing Success
- Track Campaign Results
- Campaigns are measured by how many email messages
were sent, how many were opened, and how many
recipients clicked through on the links within
the message. It is important for a business to
track these results and measure the expenditure
against the income generated - Send Additional Messages Based on Campaign
Results - Once results have been analysed it is important
for a business to extract knowledge from one
particular email marketing campaign and take this
knowledge forward into the next one
SourcePersona P-CRM, No date or URL Provided
(sales_at_persona.com)
2812 Common Mistakes in Email Marketing
- The Desire for Instant Gratification
- Launching an email campaign is like trying get
your car rolling from a dead stop. You think
you're going to manage it all in one push?
Unfortunately this is not the case! It takes time
to work up some momentum. And before you achieve
a decent speed, you are going to start wondering
if you are even up to the task. The key here is
patience - Studies have proved the only variable that
influences the success of any campaign is the
power of your message. So make sure you are
saying the right thing. "Uncover the story that
is uniquely yours focus your campaign commit to
your message." Be prepared to give it time - Once you get your momentum, it will be hard to
stop it! Along the way you are going to have to
give the occasional push, but with the momentum
established, the job becomes much easier
Source www.grokdotcom.com
2912 Common Mistakes in Email Marketing
- Attempting to Reach More People Than the Budget
will Allow - This is the reach versus frequency issue. Let's
say you are going to place an ad in an email
newsletter. You can afford to make 100,000
impressions. Do you go for 10 placements in one
newsletter that goes out to 10,000 people, or do
you opt for one placement that goes out to
100,000 people? Same number of impressions, but
the first option exposes fewer viewers to
multiple impressions - Think about it this way Would you rather reach
100 of the people and convince them 10 of the
way, or reach 10 of the people and convince all
of them all the way? When it comes to maximising
your email marketing efforts, this is a useful
analogy Your message is the nail, repetition is
the hammer, and a block of wood is the customer.
If the nail is sharp and you hammer effectively,
you will pierce through the wood and clinch the
customer
Source www.grokdotcom.com
3012 Common Mistakes in Email Marketing
- Assuming the Business Owner Knows Best
- When it comes to issues in which you have a huge
personal investment (your children, your homes,
your business), you risk losing your objectivity.
Too much knowledge about your company and what
you offer leads you to answer questions nobody is
asking. When you're inside the bottle, it's hard
to read the label. But that's also when you risk
pushing your own interests at the expense of your
customers' interests. Sometimes it helps to bring
in an objective outsider to give you some
perspective - Unsubstantiated Claims
- Miss targeting customers' needs with
unsubstantiated claims will simply turn your
customers off YOUR businesses products or
services. Specifics about yourself, your way of
doing business and your products are far more
persuasive and get to the point far more
effectively than generalities. So be credibly
specific
Source www.grokdotcom.com
3112 Common Mistakes in Email Marketing
- Improper Use of Passive Media
- Passive media is sight-based media - newspapers,
magazines, billboards, direct mail, and even
email. This type of media requires the user to
sustain focused attention in order to process the
message. Intrusive media are sound-based - radio
and television. Sound is heads above sight in its
ability to get your message lodged into your
customers' brains. The best use of passive media
is as a follow-up to intrusive media - Passive media is an effective way to reach those
customers who are actively in the market for your
product or service. You'll improve the
effectiveness of your emails if you can use this
to your advantage. Exactness is the key attribute
of passive media - now is not the time to go
lining your emails with .wav files - and that
misses the point anyway. The huge advantage of
email marketing, passive though it may be, is its
relative low cost. It's worth the effort, but be
aware of the limitations
Source www.grokdotcom.com
3212 Common Mistakes in Email Marketing
- Creating Individual Emails instead of Campaigns
- Remember the hammer analogy stated in bullet
number two? Now add this No single ad
constitutes a campaign, Rome wasn't built in a
day, and friendship isn't a first-sight
phenomenon. You have more to say and more to
accomplish than can be said and accomplished in a
single email - A very important thing to do as you develop your
campaign is build upon your previous (successful)
efforts. Your individual emails have to be
interconnected, with a logical flow and a united
presentation - after all, they are all pieces of
that big puzzle that is YOUR business. Remember
this you want to keep your customers eager and
on the lookout for more of what you have to offer
Source www.grokdotcom.com
3312 Common Mistakes in Email Marketing
- Obedience to Unwritten Rules
- Do you really want to be like everyone else? Do
you want to communicate the same message as your
competitors? No, of course not. You want to be
unique and you want to stand out from the crowd.
Dare to be different in a believable way. That's
how you get noticed. Dont go overboard
(commercial relationship-building requires tact
and tends toward the conservative end of the
spectrum), but if your emails sound, act and look
like everybody else's emails, what's the value in
doing business with you rather than them.
Customer relationship management will be covered
in lectures 7 8 - Ignore Timing
- It should come as no surprise that you've got to
think about timing your message. Who is your
audience and when are they most likely to read
your email?
Source www.grokdotcom.com
3412 Common Mistakes in Email Marketing
- Ignore Timing
- Your goal should be to give your customers the
right message and send it when they are apt to
take the time to read it. This isn't the same as
suggesting you should time your message to
exactly when you think your customer is going to
act on it. Seasonal situations aside, an
important principle of belief for advertising is
this "Tell the customer WHY and wait for WHEN.
Quit trying to predict the moment of need." - Over-targeting
- Be careful to avoid over-segmenting your database
in your efforts to reach your target audience.
It's a myth that you only need to get your
message to the decision-makers. Lecture 8 will
cover segmentation and databases in more depth
Source www.grokdotcom.com
3512 Common Mistakes in Email Marketing
- Event Driven Marketing
- It's best to steer clear of designing an email
campaign around a single event (unless it's a
major, well-branded event that strengthens your
Unique Selling Proposition). When an event is
over, people will immediately forget the
marketing pitch behind it, and besides, 99.5 of
the people you've spent the effort to reach won't
be coming to The Event anyway. Where does your
message go when this happens? In the waste paper
bin more than likely - Great Production Without Great Copy
- "Slick, clever, funny, creative and different are
very poor substitutes for informative,
believable, memorable and persuasive." - The name of the eBusiness game is persuasion
getting people to take the action you want them
to take. Don't even dream of neglecting those
magical words that are going to help you craft
your brilliant, perfect message
Source www.grokdotcom.com
3612 Common Mistakes in Email Marketing
- Confusing Response with Results
- Slick, clever, funny, creative and different ads
are most likely to generate comment, or
response." Buzz alone WONT feed YOUR business
and excitement won't bring in the cash!
Source www.grokdotcom.com
37Top 10 Internet Privacy Mistakes
- Dont Post a Privacy Policy
- Dont Ask Their Permission
- Dont Tell Them Why Youre Collecting Their
Information - Dont Provide Customers Access To Their Own
Information - Overuse Required Fields
- Ask For Information Only To Forget It
- Leave The Keys In The Door
- Dont Test Your System
- Forget to Record Where Your Customers Come From
- Fail to Meet Expectations
SourcePersona P-CRM, No date or URL Provided
(sales_at_persona.com)
38Top 10 Internet Privacy Mistakes
- Dont Post a Privacy Policy
- Your potential customers who are providing
information to you will need to be aware of your
businesses privacy policy with regard to the
information you are collecting from them - Have a privacy policy
- Display your privacy policy
- Dont Ask Their Permission
- Give customers a clear choice to opt-in or
opt-out the customers who give permission
will look forward to your communications - Dont Tell Them Why Youre Collecting Their
Information - It is important that a customer is made aware of
why your business is collecting or requires
certain information about them
SourcePersona P-CRM, No date or URL Provided
(sales_at_persona.com)
39Top 10 Internet Privacy Mistakes
- Dont Provide Customers Access to Their
Information - Allow customers access to their own
information, which they provided in good faith to
your business so that they are able to update it
as necessary - Overuse Required Fields
- Do not ask the customer to provide to much
required information they may get bored or
may simply not bother so do not overuse required
fields in a web-based submission form - Ask For Information Only to Forget It
- A great way to frustrate your customers is to
forget what they have just told you. If your
customers provide you with information on one of
your web pages, dont ask them to retype the same
information on a different section of your site
focus on the end users experience
SourcePersona P-CRM, No date or URL Provided
(sales_at_persona.com)
40Top 10 Internet Privacy Mistakes
- Leave the Keys in the Door
- When you collect customer information, you are
doing so under the premise that you will take
reasonable security precautions with that
information. This means limiting access only to
necessary employees, employing up-to-date
computer security systems and using a shredder to
dispose of printouts with sensitive information
on them - Dont Test Your System
- Theres nothing worse than going through a
registration process and the system fails to
work. Not only will you miss capturing a new
potential sales lead, a faulty system conveys the
impression that your website is not an important
part of your business operations
SourcePersona P-CRM, No date or URL Provided
(sales_at_persona.com)
41Top 10 Internet Privacy Mistakes
- Forget to Record Where Your Customers Come From
- You will need to record where a new customer came
from so that you can measure the return on
investment (ROI) within your email marketing
campaign. Which click-through did they come
through this helps when justifying expenditure
against sales achieved - Fail to Meet Expectations
- If you ask someone for their postal code so that
you can personalise their web browsing
experience, you have set a customers expectation!
If a business then fails to use this information
someone is likely to think the system isnt
working correctly. Regardless of this fact, your
business has just managed to underwhelm a
potential customer by failing to meet
expectations
SourcePersona P-CRM, No date or URL Provided
(sales_at_persona.com)
42Email The Metrics for Success
- Sorting Through Your Logs
- The Traffic Numbers That Count
- How to get the Numbers
- Definitions for Traffic Metrics
- The Ad Campaign Numbers That Count
- The Sales Numbers That Count
- Put Them All Together
Source http//www.emage-emarketing.com/063002.htm
l
43Sorting Through Your Logs
- Each time a page is requested from the server
that hosts it, that server records the request
and various information associated with that
event. - Data is collected and stored in the server logs
and is a treasure trove of useful, and sometimes
useless, data for the marketer and business
owner. - Also interesting, but not the most valuable, are
- Pageviews - a measure of server requests for a
whole page does not distinguish between unique
and repeat visitors - Browser breakdown - gives an idea of how
technologically savvy your audience is by the use
of the higher - or lower - browser numbers - Geographic demographics - only useful in giving
an idea of where the ISPs of your visitors are
based for instance, Virginia is always highly
ranked because of the AOL servers there - and errors - which may cost you traffic, like bad
links or malfunctioning scripts
Source http//www.emage-emarketing.com/063002.htm
l
44The Traffic Numbers That Count
- The most useful web traffic metrics for marketers
and business owners include - Visitors and unique users - indicate how many
people visited your site in any given space of
time - Referrers - show where your traffic is coming
from and can be very helpful in identifying sites
with which to build a more significant
partnerships - Site paths, entry pages, exit pages - give an
idea of how visitors use your site, where you
lose them and which areas may be ripe for further
development or elimination - Search engine referrers and keywords - show how
people are searching for and finding your site on
the search engines
Source http//www.emage-emarketing.com/063002.htm
l
45How to get the Numbers
- The server logs should be found in the directory
that holds your default.html file (or index.html
or home.html, depending on what you called it).
These raw logs are quite unintelligible to the
layperson, but luckily there are some options to
help process this data and generate useful
reports - If you use a use a reliable hosting service,
often they will provide you with some kind of
reporting, which may or may not be detailed
enough for your needs - Or you can outsource this task to a service
provider that specializes in traffic reporting,
such as WebSideStory or the WebTrends Live
service, which often provides real-time data All
of these methods have their pros and cons. Once
you determine what are the most important numbers
for your business and the budget you can afford,
this will go a long way to deciding which service
is the best fit - Unfortunately, these packages are not cheap, for
example at the high end there is WebTrends Live
Enterprise Edition, which costs 1000 per month - However, there are free services available. Try
http//www.webstat.com/?aref1178
Source http//www.emage-emarketing.com/063002.htm
l
46Definitions for Traffic Metrics
- Crawlers Also called spiders or bots (short for
robots), these programs automatically visit
websites, read pages, and collect information - Page Views The number of times a web page is
opened, typically measured per person. Pageview
statistics often do not include the specifics for
frames within those pages. Also, the pageview
count generally does not distinguish between
unique and repeat visitors - Paths The navigation routes visitors take on a
site - a particularly useful measurement of how
difficult a site is to manoeuvre and the
popularity of specific pages - Referrers URLs denoting the portals or websites
through which another site is reached - Retention The measurement of unique users who
return to the same site or page over a given time - Unique Users Individuals, often identified
through the use of cookies, IP addresses, or
passwords, who visit a site. Compare with
visitors, below - Visitors Number of persons who visit a site
Source http//www.emage-emarketing.com/063002.htm
l
Further Resource http//www.marketingterms.com/di
ctionary/ (Directory of IT Terms)
47The Ad Campaign Numbers that Count
- The three most common paid advertising models
are - CPA (cost per action) where the user pays per
action which can be a sale, a download, a lead
etc - CPC (cost per click) where the advertiser only
pays when a user clicks on the ad - CPM (cost per thousand impressions) where the
advertiser buys ad space based upon the number of
ad impressions that are exposed, rather than on
clicks.
Source http//www.emage-emarketing.com/083102.htm
l
48The Sales Numbers That Count
- The Sales Numbers That CountWell, of course, all
sales numbers count. It's what keeps you in
business. But what sales numbers give you
meaningful data about how your site is performing
and where it can improve? The basic numbers to
keep an eye on are the same whether your business
is online or off - Gross sales - Your total sales before any
adjustments - Net sales - Equal gross sales minus discounts,
returns, allowances, and any other adjustments - Marketing costs - Expenses for marketing your
site online, including any related to the
development and upkeep of your website
Source http//www.emage-emarketing.com/083102.htm
l
49Putting Them All Together
- When you combine the numbers from your web logs
with the numbers from your ad campaigns and the
numbers from your online sales you get everything
you need to determine your return on investment
and website effectiveness. These powerful metrics
should be noted monthly and annually. They
include - Visitor acquisition cost
- Customer acquisition cost
- Website conversion rate
- Advertising conversion rate
- Average revenue per sale
- Average revenue per visitor
- Customer retention rate
- Website penetration rate
- Doing business online is a numbers game. Make
sure you find the right numbers for your business
and then take action. Knowledge is only power if
it is acted upon
Source http//www.emage-emarketing.com/083102.htm
l
50So - Is Email Really the Killer Application?
- Absolutelyif employed properly. But a successful
eMail campaign involves more than simply
inserting an ad and forwarding it to a list of
addresses. The main reason that eMail is such a
hot marketing tool is that it allows companies to
offer highly targeted information and build
relationships with individual customers.
Permission and personalisation are the buzzwords
around eMail marketing. Consumers want to feel
that a company can be trusted and is catering to
their specific needs, and one-to-one,
personalised eMail marketing is the ideal means
to this end.
Source http//www.emage-emarketing.com/102301.htm
l
51Summary of Learning Outcomes
- We looked at the 10 virtues of email marketing
and learnt exactly what those are - We compared email marketing with other
marketing media and learnt that email marketing
is definitely a cost effective communication
medium and channel - We examined the issues and costs surrounding
whether email should be carried out as an
internal function or outsourced to a third
party - We examined the 10 steps to email marketing
success - We looked at the top 10 B2B (Business-to-Business)
internet marketing strategies - We looked at the top 10 most common internet
privacy mistakes and learnt what we need to do to
avoid them - We examined the metrics surrounding email success
and learnt exactly what is involved - Finally, we discussed whether or not the last 2
lectures have convinced us that email is really
the killer application
52Assessment Question
- With the information and references provided in
this lecture. Please compare and contrast the
following situations - The case for a large multi-million pound
business - Utilising its own skills for internal email
management and / or - Outsourcing this function to a third party
- Also, the case for a small business with a
turnover of less than 100k - Utilising its own skills for internal email
management and / or - Outsourcing this function to a third party
- You may wish to argue the advantages and
disadvantages of each scenario separately - You will need to provide answers for both the
large multi-million pound business and that of
the small business with a turnover of less than
100k
53References and Useful URLs
- Bergman, Dr Thomas P 2002, The Essential Guide to
Web Strategy for Entrepreneurs, - Prentice Hall
- Clark, C, eMail Marketing (Word Document) April
2001. - http//www.clickz.com/em_mkt/ (A huge array of
eMarketing material) - http//www.computerweekly.com (Top Stories for IT
including Spam issues!) - http//www.emage-emarketing.com/063002.html
- http//www.emage-emarketing.com/083102.html
- http//www.emage-emarketing.com/102301.html
- http//www.email-filtering-software.com/help/stati
stics.htm - http//www.emaillabs.com/resources_statistics.html
- http//www.emailresults.com/ (Weekly Opt-in
tips and links) - http//www.everyone.net/solutions.html (Software
resource) - http//www.e-zinez.com/ (Advise on starting your
own eZine) - http//www.google.com
- http//www.grokdotcom.com
- http//www.harvestdigital.com/statistics.cfm
(Links to Internet Statistics) - http//www.ifmodules.com/ (Software resource)
- http//www.mailworkz.com/index.htm (Software
resource) - http//www.marketingterms.com/dictionary/
(Directory of IT Terms)
54Glossary of Terms
- Please refer to the following references to help
you understand - IT terms used throughout all of the lectures
- http//www.marketingterms.com/ (Internet
Marketing Dictionary and Acronyms) - http//www.xetg.com/articles/search_engine_secrets
/glossary.shtml (Xtreme eMarketing Techniques and - Guide)
- http//www.activemarketingtips.com/amthome/dict.ht
m (Essential Tips for Marketing Success) - http//www.atwebo.com/glossary.htm (_at_WEBO
eMarketing Glossary) - http//www.matisse.net/files/glossary.html
(General IT Glossary of Terms) - http//www.animatedsoftware.com/statglos/statglos.
htm (Internet Glossary of Statistical Terms) - http//www.weihenstephan.de/schlind/genglos.html
(A Hypermedia Glossary of Genetic Terms) - http//www.webopedia.com/ (The only online
dictionary and search engine you need for
computer and - Internet technology)
- http//www.grantasticdesigns.com/glossary.html
(Glossary of Graphic Design and Web Page Design - Terms)
- http//www.walthowe.com/glossary/ (Glossary of
Internet Terms) - http//www.wwli.com/translation/netglos/glossary/g
lossary.html (Internet Terms) - http//www.sharpened.net/glossary/index.php
(Glossary of Computer and Internet Terms). - http//www.lib.berkeley.edu/TeachingLib/Guides/Int
ernet/Glossary.html (Glossary of Internet and Web