Successful EMarketing Initiatives

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Successful E-Marketing Initiatives Presented
by Sinan Kanatsiz Kanatsiz Communications, Inc.
(K-Comm) www.kanatsiz.com Donna Terp Day
Software www.day.com James Santagata eBay www.eba
y.com Ben Silva iVast www.ivast.com
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Internet Marketing Strategies

• Utilize the Internet for customer prospects,
  editors and sales reps which will enhance
  your company image
• How to locate industry web sites and/or web
  directories where hot links would be appropriate
• Establish side doors to your web site in order
  to track activity
• Create monthly incentives on your web site to
  encourage visitor registration
• Register customer prospects on web site and send
  monthly distribution e-mails / e-newsletters
• Online editor and end-user seminars / aggressive
  recruitment

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Search Engine Optimization
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AddWeb Search Engine Software
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META Tags and How They Work
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Submission Reporting Statistics
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Viral Marketing and Email Spidering
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Email list generation from spidering
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Opt in and send out subtle email
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Click through to sales lead form
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Daily updates of online sales leads
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Strategic answering by prospect
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Access leads daily with login and password
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Online Newsletters and eAlerts
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Successful E-Newsletters
Viral Marketing Strategies Forward to a Friend
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Newsletter Reporting Statistics
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Enterprise Newsletters and Alerts By James
Santagata eBay / ActiveMessage
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What is Email Marketing?

• Email marketing is
• Personalized
• Targeted
• Relevant
• Timely
• Pro-active versus Re-active (out of sight/site,
  out of mind)
• Always 100 opt-in never SPAM

Ideally captures the granular Recipient Activity
Data and turns that into Actionable Information
so that a company can acquire, retain, and
convert.
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Metrics for Tracking and Reporting

• - Opens / Views / Reads
• Click throughs (in total)
• Click throughs (by redirects)
• Bounces
• Subscribes
• Unsubscribes
• Forwards / Referrals
• Replies
• External Database overlays utilize firms info
  assets
• (Purchase history, demographics,
  psychographics)
• Monitor for List fatigue, tainted lists, trends,
  opportunities

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What Makes a Successful Email Campaign?

• Set Marketing objectives for the campaign
• Develop a campaign to meet those objectives
• Determine what metrics will be used to determine
  Success
• Review the results, testing and improving
  through a closed-loop feedback process.

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Campaign Objectives

• - Acquisition
• Retention
• Conversion (Response marketing)
• Sales (first time, upsells)
• Subscriptions
• Review the results, testing and improving
  through a closed-loop
• Re-marketing
• Cross Sells
• Back-end Sales

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Interpreting The Results with Industry Benchmarks

• Dont judge the success or failure of your
  campaign using Industry Benchmarks.
• Too many variables
• Vertical markets
• Campaign objectives
• Branding
• - Set your sights too low or too high

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Typical HTML Email Content with Dynamic Re-Directs
Re-direct 1
Re-direct 2
Re-direct 3
Re-direct 4
Re-direct 5
Re-direct 6
Re-direct 7
Re-direct 8
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Pareto Analysis of Clickthroughs
Breakdown
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Reporting by host (domain) names provides clear
indication of domain delivery capability
success rates
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Data can be further mined to provide relevant
information such as message format activity by
host name
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Split Runs and Testing

• Use Split Runs and Hypothesis Testing to
• increase Response Rates
• Subject lines
• From line (fancy name)
• Message Particulars
• Ad copy
• - Creative
• - Hyperlink positioning
• Offers
• Prices
• Pricing (nominal versus percentage)
• - Bundling
• - Terms
• - Temporal  (day of week, time of day, seasonal,
  cyclical)
• - Geographic 

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Typical HTML Email Content with Dynamic Re-Directs
Re-direct 1
Re-direct 2
Re-direct 3
Re-direct 4
Re-direct 5
Re-direct 6
Re-direct 7
Re-direct 8
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Pareto Analysis of Clickthroughs
Breakdown
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Offer Message Testing
Responses/Interactions
Offer A
Offer B
450
250
Total Responses
N1,000
N1,000
Optimized Response is attained with Offer A --
45 response Rate
Population is assumed to be normally distributed
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Offer Message Testing
Responses/Interactions
Offer A
Offer B
450
250
Recipient Group 1
50
350
Recipient Group 2
100
200
N1,000
N1,000
Optimized Response is attained with Offer A to
Group 1 (35 response rate) AND Offer B to Group
2 (20 response rate).
Population is assumed to be normally distributed
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Successful E-Newsletters
Incentive Strategies
Click-thru Strategies
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Online Public Relations Tools
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Editorial Database - Emails
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Email Invitation to Editors
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Editors Signup on a Designated Web Site
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Conduct Press Tour Via Placeware
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View Your Coverage in Print and Online
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Video Email and Next Generation Tools
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Thank You Please Feel Free to Contact Us
Sinan Kanatsiz Kanatsiz Communications,
Inc. 714.854.0800 tel. sinan_at_kanatsiz.com A
Copy of This Presentation May be Found at
www.kanatsiz.com