\'\'MyPC\'\' email marketing

$Page 1: \'\'MyPC\'\' email marketing$
Hitting the bulls-eye in E-mail

Communicating with Millions

1. What is e-Mail Marketing2. Defining e-Mail Marketing

Objectives 3. Determining Effective Strategies4. Reaching your Target Audience5. Designing e-Mail Content6. Evaluating Results


It is a blend of


@ Build brand awareness@ Acquire new leads/ registrants/ customers@ Drive immediate sales@ Enhance customer retention@ Build stronger relationships with existing customers@ Provide company or product information@ Increase revenues by up-selling to existing

customers@ Post-order targeted e-mails@ As part of an integrated marketing strategy


E-MAIL ME THAT

When asked e-mail usage in daily

Business activities, 85% said they

use e-mail to communicate with

Customers.

71% of online consumers spent 20

minutes or more weekly

exchanging email with friends

and family in 2009.

Source: Interland and new survey from Merkle

Everyone is doing it!

• 75% of businesses have email lists

• 13% of total marketing budget is

spent on email

When asked what consumers would

like email to replace:

• 54% replace telemarketing

• 45% replace in-person sales calls

• 40% direct mail

Source: Association for

Interactive Marketing, DoubleClick Study


Successful e-mail marketing is a strategic process that can and will:

@ Increase online sales – shortens sales cycle@ Reduce marketing costs@ Produces customer retention and loyalty@ Helps acquire new customers@ Announces new products@ Save time by automating your marketing@ Can be the most powerful and cost effective

marketing method that marketers have available today– particularly in an economic downturn


Acquire new customers

Increase Sales

@ Sales Promotions@ Transaction confirmations@ Account status e-mails@ Recommendations from friends @ (viral marketing)@ Scheduled corporate newsletters@ Time-based reminders@ Rewards program@ E-mail discussion groups@ Product updates of interest@ Entertainment (humor, film

clips)@ E-Mail education series

e-Mails have different models:


We must stand out


1.Creating MyPC customer Database

2. Sending an e-mail campaign

3. Tracking Results

• On service• Trade Shows• Guestbook • Networking events• Website Signup

• Newsletters• Promotional

Messages• Discussion forum

posts

• Messages sent/ bounced

• Delivery rate• Forwards• Unsubscribed• Spam complaints

Presenter

Presentation Notes

MyPc strategy will have 3 steps: Create a mailing list- employees are engaged to take a part by asking customers if they would like to receive a newsletter, special promotion, or to be notified of any events. Source: Transact media found out that 57% of those who were surveyed will fill out a card to receive e-mail alerts when asked to. Form an e-mail campaign- content and frequency go hand in hand. Too many unrelated articles may be better received if broken up into more shorter more frequent e-mails to specific groups. Promotional messages such as invitations and special offers. Track Results- this means taking track of the number of messages sent, bounced messages, delivery rate, forwards, unsubscribed and spam complaints


Define our goals

Define the audience

Define the message

How will the message be delivered

It is important to define a plan, “roadmap” before starting an e-mail marketing campaign

Presenter

Presentation Notes

After we have created a mailing list the next step is to form the marketing campaign. The marketing campaign is divided into steps: first we need to define the company goals and finally how the message will be delivered.


Goals Audience

MessageTools to convey

the message

• Motivate purchases• Reinforce myPC

brand• Bring visitors back

to the site• Prompt request for

more information • Post-order• targeted e-mails

An e-mail can take the form of:• Newsletter• Promotion • Announcements(the form will be adjusted according to what we need to convey.)

• Mainly home users, i.e families and students.

• Also there is a range targeted to business people

• Our message will be that home computing is easy and reliable

Presenter

Presentation Notes

MyPC marketing campaign will follow these steps. Each step is followed by under step until the message is delivered.


How do we measure performance:

• CTR (click through Rates)• Open Rates• Website Traffic• Calls/ Service conversions• E-Mails delivered • Unsubscribed users

How do we increase performance?

• Segmentation - type of user

• Personalisation - Attributes for a user ex: Dear (name of recipient)- Fully dynamic e-mails is our goal

• Deliverability- getting the e-mail into the inbox and not as a spam

• Design/ content - crucial to engage the recipient

Presenter

Presentation Notes

1.What do we mean my segmentation? 2. What is Personalisation? Not sending to the whole list - increase reader loyalty and response rate Create smaller lists of distinct groupings - allow users to manage their profile Use multiple signup forms on website to facilitate groupings Data mining may be required 3. Deliverability is important since this is what the users will actually read. There are various threats to delivery such as spam & virus filters, Black lists (RBL) & URLs, and ISPs billions of mail are blocked each day. 4. Design and Content is another important aspect as it will determine if the message will be read or not.


33%

23%

14%

11%

11%

4%

4%

Source: Sapient Interactive "Smart Agency survey"

Which marketing campaigns are delivering the best result?

Presenter

Presentation Notes

“By 2009, 60% of messages will be read outside of the inbox” (handheld devices, social networks etc) source:Email Experience Council 2007


Having found out that one of the best results is being achieved by e-Mail, one has to build a contact list

@ Build in–house opt-in list@ Capture web site visitors@ Ask already made contacts for authorization @ Use database to collect demographic & behavioral information@ Re-confirm subscription requests@ Offer easy unsubscribe option

E-Mail Message Content

@ Subject Line – getting recipients to open mail is half the battle

@ Creativity@ Personality and dynamic content@ Keep it short and use links to draw reader to your

web site@ Keep it fresh – don’t re-use the same content@ Relevance – the more you understand your

customers, the more targeted and relevant messages will be

@ Frequency@ Test messages


50%

18% 26%

6%

What is your preferred format for receiving e-mails?

HTML

Plain Text

No Preference

Don't Know this Means

Source: Epsilon Global e-Mail Study, 2009 (North America)

How to measure the effectiveness of e-mail marketing campaigns

@ Click-through rates - unique and sum of events & comparisons

@ Unsubscribe rates@ Open rates@ Conversion rates (website tracking)@ Click-stream analyses@ E-mail pass along rates –viral marketing@ Coupon codes@ Unanimous tracking to respect privacy


0% 5% 10% 15% 20% 25%

Conversion

Click Path Analysis

Time spent on Site

Bounce Rate

Visitor Demographics

Branding Value

E-Mail Marketing Metrics

Source: Marketing Sherpa, Search Benchmark Guide, June 2008



• Lifecycle MarketingCustomize email marketing messages based on

subscriber preferences and segments.

• Create a bigger Database• Proper HTML Coding & Design

- It is important to see how users view our company emails

- Including in our newsletters interactive media such as videos.

• Relevant Content• List Segmentation • Deliverability & Sender Reputation


Presenter

Presentation Notes

Source: National Retail Federation "As Shoppers Become More Web-Savvy, Online Retailers Up the Ante, According to Shop.org and Forrester Research" on Sept 18, 2007


Documents

\'\'MyPC\'\' email marketing