Languages
Pages
Legal
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
©2008 TEEC Limited. All rights reserved
E-Marketing Backgrounder!Prepared by TEEC
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
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
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
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
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
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
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
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.
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
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
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
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
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
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
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
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)
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
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
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
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 £1.20
Personalized &
Relevant
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
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
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
• 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: Wired Demographic: Traditional
Push to Web Multiple Interactive 33 week
campaigns Prospect -to- Trialist -to- Repeat
Buyer -to- Loyalist
PharmaciaDiscontinued Direct Mail!
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
Conclusions (Invest in eMarketing)
• Invest in our system that can help nurture your customers with this channel.• contact Adrian Abbs on
Direct +44 1635 817515 email at [email protected]
©20
08 T
EE
C L
imite
d. A
ll rig
hts
rese
rved
CONTACTS
Adrian AbbsManaging Director
Derick PriceSales & Marketing Director
Email: [email protected]
Web: www.teec.org
Tel: 01635 817515