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Permission Marketing

Permission Marketing. 92% go to internet to see email. Advantages of email Cost Virtually real time distribution Interactivity – direct links to web sites Higher click through rates Email is proactive and better at targeting. E-mail marketing strategies. Acquisition Permission marketing

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Permission Marketing

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  1. Permission Marketing

  2. 92% go to internet to see email. Advantages of email • Cost • Virtually real time distribution • Interactivity – direct links to web sites • Higher click through rates • Email is proactive and better at targeting

  3. E-mail marketing strategies Acquisition • Permission marketing • Sponsored newsletter • Sponsored discussion list • Advocacy marketing (referrals) • Partner co-marketing • Retention • CRM • Corporate newsletter • Reminder service

  4. Plain text/link – 10% use – 3-4% response – 2 c • Clickable text – 60% - 6-8% response – 3 c • Images and HTML – 30% - 12-15% response – 5c • Interactive and Graphics • Broad • Segmented • One-to-one • Browser sniffers – find which browser a customer uses and optimizes for the richest media

  5. Why don’t advertisers do this themselves? • Large technology investment – bounced messages, spam blocking software, bandwidth, management of large databases, expertise • Spam – can affect reputation of brand • Online different from off line • Opt-out versus Opt-in

  6. CTR Conersion • Banner 0.5% 1.0% • Direct mail – purch list 0.7% NA • Direct mail house list 1.0% NA • Email – purch list 10% 10% • Email – House list 14% 10% • 1500 per campaign set up cost and 2-5 c/mail

  7. Low barriers to entry • Scalability • Rich Data • Relationship management • On and off line convergence

  8. Competitors • Avenue A (AVEA) • CyberGold (CGLD) • Digital Impact (DIGI) • Double Click (DCLK) • Message Media (MESG) • MyPoints.com (MYPT) • 24/7 Media (TFSM) • YesMail

  9. What is opt-in email?It is the most successful online marketing tool ever devised. It is 2-3 times more effective than conventional direct email and 10 times more effective than banner advertising.

  10. Why opt-in email? • Cost effective 20c per email • Fast and responsive – 5% within 24 hrs • 15% within 72 hrs • Politically correct • Versatile – product, catalogs, coupons, newsletter, surveys etc.

  11. EmailMaestro.com - Tips • The subject line is the most important part of your email message.  Create a powerful subject by combining an action phrase with a response-boosting incentive • Take our quick survey and win! • Get $20 off your favorite music!

  12. Personalize your email message to your audience's interests, needs, and the benefit of responding to your offer. • NOT GOOD: For more info, visit our website at http://www.emailmaestro.com

  13. Use an incentive to boost response to your offer.  Powerful incentives include contests, sweepstakes, discount coupons, free trials, free gift with money order, free shipping, and free email newsletters • Make your offer time-sensitive to create urgency and get prospects to act now. • EXAMPLE:Hurry, this special $20 discount ends at midnight on Friday, December 19th!

  14. Add impact with power words like free, win, discover, new, bonus, special, save and easy. • Keep your email message short (15-25 lines maximum) and easy to read by limiting paragraph length to 4-6 lines. • Make it easy for prospects to respond to your offer by including a prominent, direct link to your wed site with more details about your offer. • EXAMPLE:Take our fast 2 minute survey now at:http://www.emailmaestro.com

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