TEEC Company Confidential Call 01189880237 E-Marketing Backgrounder! Prepared by TEEC.

TEEC Company Confidential Call 01189880237

E-MarketingBackgrounder!

Prepared by TEEC


E-Marketing Agenda

• Why use E-Marketing? – Why use Email marketing?– How is SMS/3G relevant?– Why combine with the Web?

• Can E-Marketing be stand alone?• Cost Comparison• The Rules• Sourcing Email Addresses• Pharmacia Case Study• Conclusions


Why Use Email Marketing?• Types of Email Marketing

– Retention Email– Customer Acquisition

• Email is not direct mail without paper and postage– Email lowers cultivation costs– Ties together the entire buying cycle– Customizes the marketing message– Widens the response options– Gives customer more control

• Marketers can combat decreasing response rates with personalization and relevancy


How is SMS/3G relevant

• SMS & 3G have similar features to Email– Can be triggered by Email– 3G offers similar formats and bandwidth to

Email


Why combine with the Web

• An Email trail alone, fails to meet the customer needs.

• Email with links to Dynamic Web pages delivers closer to the customer’s expectations.

• Web banners are failing, but banners as part of a customized offer via email still work well.


Can E-Marketing be stand alone?

• Yes but– Maximum effect is achieved with combining online

and offline campaigns.• Not all users want electronic documents• TV/Radio/Print still have a place (Just not the centre)

• An E-Marketing strategy is the lowest cost option and therefore whenever possible communications should be driven down this route


Best PracticeBlasting will turn your customers off to your offer!

• Engage in dialogue - don’t broadcast messages– Responsive (Instant web pages)– Evolutionary (Ask for small bits at a time)

• Offer Value - don’t just promote products– Initiate service to improve experience– Embed commerce in message– Reward reading with a smile

• Grow the relationship– Start simply


Best Practice Continued

• Must have:– E-mail campaigns are addressed only to those people who have

given their permission to send them information from specific companies or about specific topics, products or services. As this guideline depends on various circumstances, it will need to be evaluated on a case-by-case basis.

– Every message should be segmented and contain only that information that is relevant to the person receiving it.

– The purpose of the message should be clearly stated in the subject of the message

– The sender should be clearly identifiable– Every message needs to have an opt-out feature. The person

receiving the message needs to be able to stop receiving the message.

– The website needs to have a clear privacy statement and each e-mail should refer to this privacy statement


Best Practice Continued

• Recommendations:– Use a double opt-in to get permission to send people information. Ask

for their permission to send them information about products and services when registering and send an e-mail asking them to confirm their registration. This enables the business to verify that the person requesting information via email did actually initiate the request.

– Stick to the permission that is given. If permission is given for a specific product, do not send information about another product. Rather ask for this permission explicitly in a message sent for the original product.

– Use a landing page for unsubscribes (personal web page), where people have the possibility to not just unsubscribe, but also to change their personal data and possibly a way to reduce the frequency of the messages. This will provide a ‘way-out’ for these people without actually unsubscribing.

– Deliver the email in the format that best suits the customer (HTML, RTF or Plain TEXT)


Legislation requires

• Unsolicited email must include a mechanism for opt out

• email must state source data

• Emailing out of UK must adhere to local rules

• Email address sourced directly from an individual must seek opt-in


Cost Comparison

Medium Hypothesis Cost Cost/client

Web 1% click £5/000 £50 banner 1% redemption

Mailing 1% response £400/000 £40

E-mail 3% click £25/000 £ 7.50

10% redemption

Email/Web 25% click £30/1000 £1.20Personalized &

Relevant


Sourcing Email Addresses

• New Customers - collate at source– Online - Web sign up, incentivised banners– Offline - DM, incentivised response, multi options

• List purchase – controlled response• Existing Customers

– Telemarketing 20p-£1 per email address– List matching – Direct Mail

• Incentivise response• Tailor made options based on

purchase/relationship history

• Email Address Accuracy (Data Entry & Telemarketing)

• Personal versus Group Email Addresses


• Issues:• Corporate

– Market Leader (Billion Dollar Product)

– Coming Off Patent

– Coming Off Prescription

– Coming Competition

• Customer– Considered Purchase Model

– $30/month

– Must use consistently, but no results for the first few months

– Possible Side effects

Results:Results:

Wired Demographic: Traditional Wired Demographic: Traditional Push to WebPush to Web

Multiple Interactive 33 week Multiple Interactive 33 week campaignscampaigns

Prospect -to- Trialist -to- Repeat Prospect -to- Trialist -to- Repeat Buyer -to- LoyalistBuyer -to- Loyalist

PharmaciaDiscontinued Direct Mail!


Conclusions (Invest in eMarketing)

• Invest in our system that can help nurture your customers with this channel.

• contact Adrian Abbs on – Direct +44 1635 231023 – email at [email protected]

mailto:[email protected]

TEEC Company Confidential Call 01189880237 E-Marketing Backgrounder! Prepared by TEEC.

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Transcript of TEEC Company Confidential Call 01189880237 E-Marketing Backgrounder! Prepared by TEEC.