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“Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.

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“Why Email?” The Case for Email Marketing
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Page 1: “Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.

“Why Email?”

The Case for Email Marketing

Page 2: “Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.
Page 3: “Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.

Email Works

Socia

l

Internet D

isplay

Adverti

sing

Paid Se

arch

Email$0

$10 $20 $30 $40 $50

$12.90 $19.71 $22.38

$39.40

Return on $1

Source: Direct Marketing Association

Page 4: “Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.

Overall B2C B2B and/or B2G Both B2B and B2C Over 100,000 emails per month

Under 100,000 emails per month

0%

20%

40%

60%

80%

100%

120%

140%

119% 114%127%

108%94%

139%

Estimated ROI from email marketing programs What is the estimated ROI from email marketing programs for your organization?

Source: ©2013 MarketingSherpa Email Marketing Benchmark Survey Methodology: Fielded December 2012, N≥42

Page 5: “Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.

Email Remains the Most Popular Online Activity

Of Adults Online:

65 % use Social Networking sites

92 % send or read email

Email is Universal

Source: Pew Internet & American Life Project

Page 6: “Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.

Email versus IS Social

New Subscribers

“Email and Social Media

work together to share your content to your audience.

Your newsletter subscribers can share your best email content to social networks where more of your fans can discover it.

Your social followers can upgrade to an email subscription for even more personal, relevant content.”

Page 7: “Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.

“Even as retailers debate the efficacy of social-media marketing on Facebook and Twitter, they have no doubts about the power of a decades-old technology to drive sales.

The killer app is called e-mail.”

BloombergDec. 2012

The Killer App

Page 8: “Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.

Why is Email So Effective?“Reports and Metrics are what make email marketing a conversation between your organization and your audience.”

“It’s how you send the right message to

the right person at

the right time.”

Page 9: “Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.

Segmentation Works

Right Person, Right Message, Right Time

Email allows marketers to reach subscribers with

exactly the right message when the

subscriber is most likely to respond.

The worlds top brands routinely use their marketing channels to try to win a customer’s email address.

They know that the

unparalleled data and metrics provided by email allow for powerful segmentation.

Interested in Shoes

Lives Near Store

Opened Last Message

Page 10: “Why Email?” The Case for Email Marketing. Email Works Source: Direct Marketing Association.

MV Split Testing

Vs.

Content

Subject Lines

Sending Time

Split testing allows marketers to scientifically test versions of a message.

Think of it as a focus group at your fingertips.

Optimize Campaigns in Real Time

Personalization


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