Email Marketing: Fitting it into YOUR strategy

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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
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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
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Email Marketing Fitting it into YOUR strategy

• Email Environment Today
• SPAM what is todays 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
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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
• ( yr2006 38000 email messages)
• (Jupiter Media Metrix)

Any marketing initiative is built around goals
that will result in a valued relationship with a
target audiences
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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
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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
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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 departments arsenal of
  tools.
• What tools are presently used in your marketing
  strategy?
• Television
• Radio
• Prints Publications
• Direct mail
• What corporate messages and guidelines will your
  Email initiatives support?

• Outdoor
• Point of purchase
• Tradeshows
• Website

Any marketing initiative is built around goals
that will result in a valued relationship with a
target audience
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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
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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
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Email Marketing Fitting it into YOUR strategy
NDP Leadership Candidate Jack Layton
A winning combination Website Email Strategy

• 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 Laytons
  supporters to polls in massive turnout

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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 campaigns operational
  budget

Any marketing initiative is built around goals
that will result in a valued relationship with a
target audience
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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

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Email Marketing Complete Communication Cycle
Any marketing initiative is built around goals
that will result in a value relationship with
target audiences
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Email Marketing Complete Communication Cycle

• ASK YOUR TEAM
• What are our recipients goal(s) and motivation to
  establish an email based relationship with us?
• What need/desire are we fulfilling?
• ASK YOUR AUDIENCE
• What exact service/information are you interested
  in receiving?
• 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

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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.
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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.
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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.
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Email Marketing Complete Communication Cycle
Web purchases
Web Contests
Membership form
Off-line equivalents existing Databases
Profiles
Web Survey
Feedback form
Web Poll
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.
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Email Marketing Fitting it into YOUR strategy
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Email Marketing Fitting it into YOUR strategy
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Email Marketing Complete Communication Cycle
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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)
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Email Marketing Complete Communication Cycle
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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
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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
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Email Marketing Fitting it into YOUR strategy
If the Practical Know-How section of this
newsletter consistently rates far and away the
highest CTR Perhaps it deserves more prominence
in this newsletter
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Email Marketing Complete Communication Cycle