Emarketing Basics
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The document provides an overview of emarketing basics and strategies in 2003. It discusses the demographics of online users at the time, noting that over half of online users were between 25-49 years old and earned $25,000-$75,000 annually. It also profiles affluent online users and encourages integrating websites with other marketing efforts. Specific emarketing tips are offered, such as using calls to action and guarantees to boost click-through rates. Email marketing is positioned as a low-cost alternative to direct mail.
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Emarketing Basics
- 1. Emarketing Basics 2003 Dawn Marie Yankeelov www.aspectx.com [email_address]
- 2. The Web Today: 2002 Total Active Web Population is 452 million worldwide; US makes up to 174 million of those users 52 Percent of Total are Female 47 Percent of Total are Aged 25 to 49 Olds 58 Percent of Total earn from $25,000 to $75,000; half with a high school degree and some college 22 Percent of Total have a College Degree
- 3. Affluent Online Users Profile $100,000+ incomes defines Affluent Netizens More than 75 Percent Have Been Online for More Than Three Years Half Have Been Online for Five Years They Go Online Three to Five Times a Week Number of Affluent Households in General Growing and Represents 22 Percent of Total Online Users Women Head 54 Percent of Affluent Households and Make Buying Decisions Destination-Driven on the Web Use it As a Resource Tool for Business News, Travel, and General Business Use (Top 3)
- 4. Use the Internet Go beyond using the Internet for an electronic brochure outpost. Find out what your competitors are doing on the web. Create an Internet Business Plan and live it. Don’t be inconsistent with your offline brand. Email marketing works, but send to careful choices. Do not rent out your lists. Be sure your website is integrated into other marketing activities.
- 5. Tune Into the Internet as a Medium Integrate web activity with other marketing and sales decisions. Segment and target. Enhance customer service with online help. Make your site an information resource. Do user testing and find out what is working and what is not. Care about privacy. Develop a privacy policy.
- 6. Cost Savings: Email vs. Direct Mail The advantages of email to corporate marketers are obvious none of the postage, paper or printing expenses that account for about 60 percent of the cost of direct mail. Whereas mailing a catalog usually runs 50 cents to $1 , an email costs just five cents to 10 cents to deliver . Forrester Research expects U.S. marketers alone to send 200 billion emails in 2004.
- 7. Email to the Masses Marketing Approaches People want bargains Clients will buy “expert” counsel, so use newsletters to build expert status A regular message is branding—send to qualified lists once or twice a month “Free” is a great advertising word For service companies, offer a free trial or promotional period
- 8. Emarketing Concepts Think Out of the Box—Ex. Casino used a fake scratch-off in its email and got 70 Percent Click-throughs Translate Urgency—Ex. Few Seats Remaining at Event Shout the Guarantee—Key: Letting people know you care works on the web Call to Action—Ask for the Order! Speak in Terms of Needs and Wants
- 9. Manage Your Emarketing Drive customers to your website for demo, free offer, appointment, contact form, order entry Track your results and know when to followup Send out manageable batches for followup Use in conjunction with other marketing mix concepts: Ex. To promote booth at upcoming trade show; to cite change or new product offerings at company
- 10. Do the Analysis Use Webtrends or similar program Investigate Confluent approach of Data Mining Use eMarketing tools that allow tracking of clicks and opening of message Evaluate Customer Service email feedback on interactions with staff
- 11. WrapUp Plan for a connection between online and offline activity in the company Look for ways to “Keep It Simple” on Your Website Investigate websites of companies you trust and evaluate what works for them—then use it Look for ways to have “high touch” through the web Customer Service Emarketing Online Newsletter Chat Be Dr. Freud: Analyze what works after three months Use analysis web tools
- 12. ASPectx.com * Competitive Intelligence * Sales Development * Marketing * Public Relations *Advertising * Web Consulting W: 502-292-2351 * F: 502-292-2364 [email_address]