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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.