Email Marketing
by
Trawut Luangsomboon
Adults Online Reported Activities
Source: marketingprofs.com
Critical mass: Reaches 93% of internet users (Jupiter Research)
Lower costs: 1/10 the cost per communication (Andersen)
Response rates: 10x greater than direct mail (DMA)
Relationship builder: 80% of visitors never return (eMarketer)
Email Usage on Smartphones
Source: ExactTarget’s 2009 Channel Performance Survey
Email Marketing Model
Growing
Finding
Keeping
Getting
Finding The Right Prospect
Search SearchEngine EngineOptimization Optimization Affiliate AffiliateMarketing Marketing Banner BannerAds Ads
Social SocialBookmarking Bookmarking YouTube YouTube
Blog BlogReviews Reviews
FaceBook FaceBook
Twitter Twitter
Pay Pay Per Per Click Click Link LinkExchange Exchange
Offline OfflineAdvertising AdvertisingMethods Methods Forum ForumSignatures Signatures
Pay PayPer PerView View
Article Article
Viral Viral Marketing Marketing
Getting Opt in Email
Get Permission • Opt-in – Recipient volunteered to 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
Email Acquisition: Calls to Action • AIR MILES Reward Program (Canada)
Peeling Script: www.peelyourads.com
source: www.JeanneJennings.com
Keeping your 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
Growing Your Business
Open Rate Click Through Rate Conversion Rate
Email Performance by Industry
Source: marketingprofs.com
Email Segmentation
Knowing Your Customers
and
Give what they Want
“We want to continue building relationships with our customers by sending them targeted communications and offers.�
Email 2 times/ month
Product News Store Locations Special Store Offers Special Online offers
Promotion Depends on Geo Location
Over 50% Open Rates
Email Marketing Social Media
Store Your Email Online
Archive Every Email
Automatically Send Email
from Blog Update
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.