http://www.smartinsights.com/email-
marketing/email-communications-strategy/email- marketing-evolution/
http://www.smartinsights.com/email-
marketing/email-communications-strategy/email- marketing-evolution/
http://blog.hubspot.com/blog/tabid/6307/bid/24396/11
-Excellent-Email-Marketing-Infographics.aspx History
Slide 4
While email began as a communications tool for academic and
business purposes, it soon became a tool for personal
communications among friends, relatives and even people who had
never met in real life! As people began to spend more and more time
using email as their primary communications tool, smart marketers
realized that email communications were the future of marketing
communications and began to make the shift into using email as a
way to effectively communicate with customers. Email Marketing,
even in its earliest days, presented a number of benefits over both
postal marketing and telesales as a form of direct-to- consumer or
direct business-to-business communications. We'll look at those
benefits in detail in the next section of this book, but today
email marketing is a robust portion of any complete marketing plan
and has entire industries built around helping businesses of all
sizes effectively email market. History
Slide 5
Email come into existence in the 1990s as the internet was
starting to become more popular. Businesses quickly figured out
this was a great way to reach customers. It was also less expensive
than mailing out advertisements to homes. By 1995 the number of
email advertisements sent out that year was more than the number
sent out by regular mail. Businesses spend a great deal of money
creating email marketing campaigns that wont be confused with spam.
In fact, email marketing hit a huge road block when spam filters
became so popular. Many email marketing campaigns had to be
revamped as they were being wiped out by the filters. Businesses
were losing money on the marketing campaigns and not getting any
results. However savvy computer programmers and businesses soon
learned that effective email marketing titles and headlines as well
as using their real email address helped get the emails past the
various spam filters. The internet was once used for research,
entertainment and work related functions. The idea of shopping
online has become very convenient in our society. After all, it
allows you to compare prices in a flash. Most of us are too busy to
run from store to store. Shopping online has given those in remote
locations the chance to get all the gadgets out there they desire.
It is only logical that consumers are paying more attention to
email marketing since this is the method they are using to do a
large portion of their shopping. Email marketing has become
mainstream. Almost every website gives the consumer the opportunity
to give their email address and consent to being solicited with
email advertising. History
Slide 6
Slide 7
Slide 8
Strengths Inexpensive It can be rather cheap due to the nature
of what it is Reliable Even though the rate might be low, it is
still a reliable method of marketing Build Relationships Targeting
It works well targeting publics who actually are interested in
receiving the message Sporting goods Fast you can promote campaign
same day-same moment Good Tracking You can easily keep track of who
is opening and clicking on your page - Weaknesses Ignored messages
The amount of people who actually take the time to open the email
and view it is minimal Purchased lists are ineffective Usually can
just be a huge waste of time and resources Building a good list can
take time It will take time until the list you build becomes
efficient Building a list is a lot faster with money - Strengths
& Weaknesses -
Slide 9
Amazon Brands who Keep Loyal consumers Successful
Campaigns
Slide 10
Amazon are an email marketing powerhouse. They have some of the
most sophistacted lifecycle marketing campaigns in the world, so
its only natural we should look to them for inspiration! Amazon
Amazon spends a massive amount of time optimizing user flows and
driving customers back to Amazon.com. Getting your customers back
on your site is a golden opportunity to get them to interact with
new features or buy products. It drives customers back to Amazons
website even though the customer initially they initially
interacted on the Kindle which exposes the customer to a full range
of purchases: not just more digital books. You can bet this is good
for Amazons bottom line. Its not sales-y at all. Its a clear,
simple email that really encourages you to take the key call to
action: rate the book. AMAZON
Slide 11
The New York Times In December 2011, the New York Times sent an
email to people who recently cancelled their subscription asking
them to reconsider, and giving them a discount to sweeten the deal.
Sounds like a good idea to get a customer back, right? Too bad an
employee accidentally sent it to 8 million subscribers instead of
the list of 300 that it was meant for. Subscribers instantly
assumed that this spam email was the result of hackers, and some
were even mad that they weren't getting the same discount as a
loyal customer. Of course, employees responded immediately
apologizing and telling people it was an unfortunate human error.
Still, this is every email marketer's nightmare, and it serves as a
much-needed reminder to always double check your list before
clicking 'Send' on any campaign! UnSuccesful Campaings