EEmail MMarketing

TTrawut LLuangsomboonby

Adults Online Reported Activities

Source: marketingprofs.com

Relationship builder:80% of visitors never return

(eMarketer)

Critical mass:Reaches 93% of internet users

(Jupiter Research)

Response rates:10x greater than

direct mail (DMA)

Lower costs:1/10 the cost per communication

(Andersen)

Email Usage on Smartphones

Source: ExactTarget’s 2009 Channel Performance Survey

Email Marketing Model

FindingFinding

GettingGettingKeepingKeeping

GrowingGrowing

FindingFinding The Right Prospect

YouTubeYouTube

Pay Per ViewPay Per View

Link ExchangeLink Exchange

Forum SignaturesForum Signatures

Social BookmarkingSocial Bookmarking

Offline Advertising MethodsOffline Advertising Methods

ArticleArticle

ViralMarketing

ViralMarketing

TwitterTwitter

Blog ReviewsBlog Reviews

Pay Per ClickPay Per Click

FaceBookFaceBookBanner AdsBanner Ads

Affiliate Marketing Affiliate Marketing

Search Engine OptimizationSearch Engine Optimization

GettingGetting Opt in Email

Get Permission

• Opt-in– Recipient volunteeredto receive your email

• Opt-out– Recipient did not want to receive your email anymore

Get Permission

• Double Opt-in/ Confirm Opt-in– Recipient confirm their

need to get your email

Email Acquisition: Calls to Action

source: www.JeanneJennings.com

• AIR MILES Reward Program (Canada)

Email Acquisition: Calls to Action

source: www.JeanneJennings.com

Peeling Script: www.peelyourads.com

KeepingKeepingyour Relationship

Personalization

Look &

Feel

Follow up email

Broadcast email

Easy to Read Email

• Word Wrap• White Space• Stress the important

Every email is customized and includes agent’s• Photo• Email Address• Phone

Results• 5.5% Higher Open Rates• 23% Higher CTR

GrowingGrowing Your Business

Conversion Conversion RateRate

Open RateOpen Rate

Click Through RateClick Through Rate

Email Performance by Industry

Source: marketingprofs.com

Email Segmentation

Knowing Your Customers

Give what they Want

and

“We want to continue building relationships with our customers by sending them targeted communications and offers.”

Email 2 times/ month

Product NewsStore LocationsSpecial Store OffersSpecial Online offers

Promotion Depends on Geo Location Over 50% Open Rates

Email Marketing

Social Media

Store Your Email Online

Archive Every Email

Automatically Automatically Send EmailSend Email

from from BlogBlog UpdateUpdate

Sharing Email to FaceBook/ Twitter

Desired Content in Permission Based Email

Source: marketingprofs.com

Quick Tip: Transactional Messages

• Higher open rates and higher click-through rates– Than other types of

email• Incorporate relevant

promotional messages– Even better: position as

a benefit

Customer Retention is the Key

• Aim to build relationships and gain trust from your customers

• Aim to create brand advocates

Develop brand loyalty to improve customer lifetime value.