Advanced eMail Strategies 0902

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© 2002 L-Soft

Advanced e-MailMarketing Strategies

eMarketing Association Conference

Redondo Beach, California

September 5, 2002

Gabriela Linares

L-Soft international, Inc.

www.lsoft.com

[email protected]

301-731-0440

800-399-5449

mailto:[email protected]






© 2002 L-Soft

Steps for an e-Mail Marketing Plan

Defining e-Mail Marketing Objectives

Determining Effective Strategies

Reaching your Target Audience

Designing e-Mail Content

Evaluating Results

Selecting a Solution



© 2002 L-Soft

Common e-Mail Marketing Objectives

Build brand awareness

Acquire new leads/ registrants/ customers/ clients Drive immediate sales

Enhance customer retention

Build stronger relationships with existingcustomers/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

Defining e-Mail Marketing Objectives



© 2002 L-Soft

e-Mail marketing campaign response

rates by campaign objective

15.30%

15.20%

17.10%

7.90%

5.60%

6.80%

Leads

Sales

Awareness

Conversion

CTR

Source: IMT Strategies, September 2001



© 2002 L-Soft

Conversion Costs for Retention and

Acquisition GoalsAcquisition Retention

E-mail $57.10 $2.50

Direct Mail $25.00 $60.00

Banner ads $140.00 N/A

Source: IMT Strategies, September 2001

Acquisition versus retentionAcquisition Retention

Search engine positioning 94% 6%

Banner ads 91% 9%

Referral/viral programs 85% 15%

Affiliate programs/ sponsorships 75% 25%

Incentive programs 51% 49%

E-Mail Marketing 37% 63%



© 2002 L-Soft

Popular e-Mail models

Sales Promotions Transaction

confirmations Account status e-mails

Recommendationsfrom friends (viralmarketing)

Scheduled corporatenewsletters

Customizableinformation updates

Time-based reminders

Rewards program

E-mail discussion

groups Product updates of interest Independent medianewsletters

Entertainment(humor, film clips)

E-Mail educationseries

Contests for address

Determining Effective Strategies



© 2002 L-Soft

E-mail overload: Number of e-mailmarketing e-mail sent in the US

939

796

674

549

430

289

0 500 1000

2006

2005

2004

2003

2002

2001

Source: Forrester Research, August 2001

Reaching your Target Audience



© 2002 L-Soft

Response to permission e-mail versus

unknown senders

52%

21%

15%

12%

1%

3%

6%

29%

49%

13%

0% 20% 40% 60%

Delete

Open but annoyed

Indifferent

Curious to read

Eager to read

Unknown senders Permission e-mail



© 2002 L-Soft

Opt-in, opt-out, double opt-in, spam:

Preferred e-mail marketing methods

64%

31%

4%

1%

Double Opt-In

Opt-inOpt-out

Spam

Source: Opt-In News, May 2002



© 2002 L-Soft

CTR and Conversion rate of US e-mail

marketing campaigns – for permissionbased lists

2.10%

7.80%

7.00%

17.80%

0% 5% 10% 15% 20%

Unsubscribe

Bounce

Net

conversion

Click-through

Source: IMT Strategies, Sept. 2001



© 2002 L-Soft

US Consumers’ Privacy concerns

69%

70%

75%

66% 68% 70% 72% 74% 76%

Hackers will

steal info

Transactions

not secure

Sharing info

with third

parties

Source: Harris Interactive, February 2002



© 2002 L-Soft

US E-Mail users’ preferred e-mail

marketing privacy and customer-supportpractices Unsubscribe option in all e-mails

Explicit no-share-address policy

48-hour e-mail support answers Editable personal preferences page

Provide phone numbers in e-mail

Explicit privacy policy

Double opt-in confirmation

Unchecked default opt-in box

Third-party privacy seal in e-mail



© 2002 L-Soft

Most Important e-Mail Marketing trust-

building factors among US users

Secure sign-up form

Trustworthy reputation

Loyal customer Well-known brand

Friend recommendation

Trusted site referral

Relevant offers



© 2002 L-Soft

Why customers would give personal info

Guarantee that the information will not bemisused

Eligibility to win a prize in a sweepstakes

Regular e-mail updates on products they areinterested in

Access to more or better content or

information Affinity points

Receive targeted ads they’re likely to beinterested in



© 2002 L-Soft

Building Customer Intelligence

Harness your Customer Database

Effective personalization and targeting Common Segmentation Factors:

Purchase history

Location/zip code

Demographics

Lifestyle/hobbies/interests



© 2002 L-Soft

Building your lists

Subscriber form on web site

Sponsor lists of sites with a similar

demographic Send to a friend button – viral marketing

Ask for permission to customer base

Maintain list hygiene

E-mail appending…



© 2002 L-Soft

E-Mail Message Content

Subject Line – getting recipients to open mail is half thebattle

Creativity Personality and dynamic content

Keep it short and use links to draw reader to your website

Keep it fresh – don’t re-use the same content Relevance – the more you understand your customers,

the more targeted and relevant messages will be

Frequency

Test messages

Creating the Content



© 2002 L-Soft

Email users’ preferred e-mail marketing

personalization models

Communication Control

Self-select content

Name recognition Personal events & reminders

Geography

Account History

Lifestyle

Purchasing Behavior



© 2002 L-Soft

How to measure the effectiveness of e-mail marketing campaigns

Click-through rates

unique and sum of events & comparisons

Unsubscribe rates

Open rates

Conversion rates (website tracking)

Click-stream analyses E-mail pass along rates –viral marketing

Coupon codes

Unanimous tracking to respect privacy

Evaluating results



© 2002 L-Soft

Response time and cost per unit, e-mail

vs. direct mail

Be prepared to handle responses

E-Mail Direct Mail

Response Time 3 days 3-6 weeks

Cost per unit $0.25 $1.25

Source: DMA, Forrester Research, Gartner Group, 2002



© 2002 L-Soft

Maintain your server

Hardware/computernetwork

Dedicated InternetConnection

Software for e-mailmanagement and delivery

Best for large loads andthose with experience

More cost-effective

Flexibility to createcampaigns on the fly

Outsource your list hosting

Reliability and experience

Redundant servers anddelivery capacity

Flexibility to maintaincompany Internet presence

Ability to move fromhosting to in-house whenready

More expensive

Rely on company’sschedule

To Outsource or not to Outsource



© 2002 L-Soft

Evaluate Options

Evaluate software product or hosting service beforepurchasing

Determine if solution provides appropriate features

Decide what reporting features you need

online real-time reporting, compatibility with othersoftware you employ

Differentiating levels of privacy tracking

Campaign manager to organize jobs Integration with your database and other applications

Handle bounces

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