Vibrant MediaInnovative Electronic

Marketing

Email marketing in SA

• Web traffic in SA has increased by 50% in the past year

• Local audience expanded by 42.5% to 6.48m users

• The number of active Internet and email users has doubled in the past year

• 66% of internet usage takes place in businesses

About Vibrant Media

• Vibrant Media has been providing business to business Digital Marketing solutions for 15 years

• At the forefront of email marketing since 1998

• Focussing on tailor made messages designed to reach the correct target market, therefore generating the correct leads

• Currently distributing more than 1 million targeted emails each month

The Database

• The “Decision Makers Database” have been developed over the past 15 years

• The database can be segmented via geographic area, industry, type of management and level of management

• All record are updated on a continuous basis

• All records can Opt out at any time. This is not just about following the law, it makes business sense

Focussing on B2B

• Business executives prefer receiving email on Mondays and Tuesdays

• Opening rates are highest on Fridays (6.2% - 7.1%)

• Best days for click through rates will vary according to: the month of the year; the type of product; and the target market

• Open and click through rates decrease as list size increases – strongest case for effective segmentation

Calculating Response Rates

• Opening rates - declining dropping by an average of 1.8% per quarter

• Declining opening rates are due to image blockers and firewall software

• Click through rates - remain stable• Unsubscribe rates – remain steady at 0.25%• 65% of unsubscriptions are due to “irrelevant”

emails – remain focussed on the target market

Calculating Response Rates

Calculating Response Rates

Open, Click & Unsubscribe Rates

50%

6.90%

1%

47%

5.90%

0.60%

46%

6%

0.50%

43%

6%

0.40%

41%

6.20%

0.20%

39%

6%

0.30%

38%

6.40%

0.30%

36%

6.60%

0.20%

0%

10%

20%

30%

40%

50%

60%

2004Q1

2004Q2

2004Q3

2004Q4

2005Q1

2005Q2

2005Q3

2005Q4

Open Click Unsubscribe

Open, Click & Unsubscribe Rates

Average Email Campaign Stats of Customers by Industry

Type of Compay

Open Rate Click RateSoft

Bounces

Hard Bounces

Abuse Complaints

Unsubscribes

Education 37.50% 7.08% 4.80% 7.39% 0.02% 0.11%

Entertainment 22.16% 6.63% 5.67% 8.80% 0.04% 0.08%

Financial Services

27.01% 18.30% 10.01% 7.47% 0.00% 0.29%

Government 32.01% 10.46% 2.02% 1.49% 0.03% 0.17%

Healthcare 30.71% 11.13% 4.65% 9.57% 0.14% 0.62%

Hotel 38.02% 15.71% 6.24% 15.15% 0.08% 0.86%

Manufacturing 29.58% 22.91% 7.12% 12.03% 0.04% 0.68%

Real Estate 26.73% 8.71% 5.31% 6.75% 0.09% 0.64%

Retail 31.95% 24.62% 2.94% 8.30% 0.08% 0.26%

Software 23.93% 14.52% 10.36% 11.52% 0.01% 0.11%

Technology 23.75% 23.27% 11.24% 8.85% 0.01% 0.07%

Telecommunications

34.03% 7.42% 6.07% 6.79% 0.00% 0.59%

Email Tracking

• All emails that contain hyperlinks to other pages are tracked

• This is known as the “click-through rate”• The tracked data is captured onto the

online system to show the number of recipients that has clicked on those specific hyperlinks

• This can give the client an idea of the type of information the recipients are interested in

Email Tracking

Email Tracking

Newsletters

• Building long term relations ships with existing and future

• Creating constant brand awareness• Tool for supplying information, but can be

effective marketing tool as well• 36% of recipients favour monthly

newsletters, 25% favour weekly• BUT, nearly one quarter (24%) of people

subscribing to newsletters use a false or secondary email address when opting in

What Makes an Email Successful?

• The Subject Line – choose the correct words to ensure that you recipient will become interested

• Make use of pictures and graphics that will help to sell your product/service

• Place the most important information at the top

• Focus on the benefits and value your product and service has to offer

• Make sure that people are able to respond

Email Marketing :: Property

Email Marketing :: Software

Email Marketing :: Education/Training

Email Marketing :: Financial Services

Email Marketing :: Telecommunications

Email Marketing :: Research

Email Marketing :: Manufacturing

Email Marketing :: Careers

Email Marketing :: Consumer

Email Marketing :: Health/Wellness

Email Marketing :: Hotel/Leisure

Other Services

• Online Event Management• Viral Campaigns• Website Development• Online Surveys• Digital Design• Database Platforms• Database Maintenance

Database Maintenance

• Data deteriorates at an estimate 27% per annum

• Keeping in touch with current clients are as important as attracting new clients

• Old and invalid data blocks the flow of communication and can cost you valuable time and money

• Vibrant Media specialises in: business to business database cleaning; call centres; CRM applications; developing and maintaining in-house database

Database Maintenance :: Platforms

Online Event Management

• The designing of invitations and all other promotion material

• Campaign Management Software which tracks responses

• Extract of a targeted database, as well as distribution of personalised invitations

• Recipients are able to register online – all responses captured

Online Event Management

• All data stored electronically in a password protected environment, accessible to the client through the Internet

• Automatic confirmation of registration • Reservations and online updates of

availability • Payment and other reminders are

regularly scheduled prior to the event

Online Event Management