eMail-Marketing--the-marketing-tool-you-cant-affor

2003L-SofteMailMarketing,themarketingtoolyoucan'taffordtoignore.GabrielaLinareseMarketingAssociationJanuary20032003L-Soft“e-MailMarketingisthewaveofthefuture.Fastandcost-effective,e-mailmustbecomeanimportantpartofyourintegratedmarketingandmediaplan.”Peppers&RogersGroup2003L-SoftWhyeMailMarketing?CostSavingsQuickResponseCyclesGeneratesRevenuesPopularMediumEffectiveMediumResultsareMeasurableBuildsCustomerRelations2003L-SoftAverageCostperMarketinge-MailsentintheUS(2001-2006)0.720.770.680.620.470.4500.51200620052004200320022001Source:ForresterResearch,August2001,extrapolatedbyeMarketer,June20022003L-SoftCostSavingsduetoeMailUsageamongUScompanies,200276%75%60%37%16%PostalCostsMarketingCostsTimeCostsCallCenterCostsOtherAsapercentageofrespondentsSource:AIM,April2002,n=110companies2003L-SoftRevenueGeneratedthrougheMailUsageamongUScompanies,200230%9%18%22%64%0%20%40%60%80%OtherOpt-inListRentalSelf-banneradsSponsorede-newslettersTransactionsgeneratedfromemailAsapercentageofrespondentsSource:AIM,April2002,n=110companies2003L-SoftTop5ActivitiesofAmericansOnline,200139.1%42.1%61.8%67.3%84.0%00.20.40.60.81Product/ServicesPurchasePlayingGamesNews,Weathers,SportsProduct/ServicesInfoSearcheMailSource:USDept.ofCommerce,February2002AsapercentageofrespondentsSource:AIM,April2002,n=110companies2003L-SoftEffectivenessofMarketingTechniquesusedbyUSMarketerstodriveweb-sitetraffic2.52.62.62.72.72.83.13.23.43.84.1012345eMailtoopt-inlistsNewspapersRadioSponsorshipsMagazinesBannersPublicRelationsTelevisionDirectMailAffiliateProgramseMailtoCustomersSource:ForresterResearch,March20012003L-SoftEffectiveeMailMarketingStrategiesCommoneMailMarketingObjectivesAcquisitionvs.RetentionPopulareMailModelsRecipientresponse2003L-SoftCommone-MailMarketingObjectivesBuildbrandawarenessAcquirenewleads/registrants/customers/clientsDriveimmediatesalesEnhancecustomerretentionBuildstrongerrelationshipswithexistingcustomers/clientsProvidecompanyorproductinformationIncreaserevenuesbyup-sellingtoexistingcustomers/clientsPost-ordertargetede-mailsAspartofanintegratedmarketingstrategy2003L-Softe-Mailmarketingcampaignresponseratesbycampaignobjective15.30%15.20%17.10%7.90%5.60%6.80%LeadsSalesAwarenessConversionCTRSource:IMTStrategies,September20012003L-SoftOnlineMarketingMethodsusedforeffectiveacquisitionversusretentionAcquisitionRetentionSearchenginepositioning94%6%Bannerads91%9%Referral/viralprograms85%15%Affiliateprograms/sponsorships75%25%Incentiveprograms51%49%E-MailMarketing37%63%Source:DMA-April,20022003L-SoftConversionCostsforRetentionandAcquisitionGoalsAcquisitionRetentionE-mail$57.10$2.50DirectMail$25.00$60.00Bannerads$140.00N/ASource:IMTStrategies,September20012003L-SoftPopulare-MailmodelsSalesPromotionsTransactionconfirmationsAccountstatuse-mailsRecommendationsfromfriends(viralmarketing)ScheduledcorporatenewslettersCustomizableinformationupdatesTime-basedremindersRewardsprogramE-maildiscussiongroupsProductupdatesofinterestIndependentmedianewsletters2003L-SoftTopInterestAreasforPermissione-MailUsersintheUSSpecials/offersfromonlinemerchantsSpecials/offersfromlocalretailersorrestaurantsHouseholdtips/recipes/craftsHumorTravelEntertainmentWeatherLocalnewsTech/businessnewsFinance/stockinformationSports2003L-SoftTopreasonswhyUSInternetusersrespondtoe-mailoffersKnowandtrustbrandRelevantinformationGoodpricesFriendhasrecommendedPrice/coupon/rewardTimelyCompellingsubjectEntertaining2003L-Soft“e-MailMarketingisthewaveofthefuture.Fastandcost-effective,e-mailmustbecomeanimportantpartofyourintegratedmarketingandmediaplan.”Peppers&RogersGroup2003L-SoftQuestions?[e-mail]