WMES1103: Strategic Management in IT

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WMES1103 Strategic Management in IT
Wong Chin Loo WEK040191Kong Lai Pin
WEK040062Tan Mun Teng WEK040173
Marketing Strategic Email Marketing
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Introduction

• Ten years ago very few people had email
  addresses today, very few do not.
• Consumers depend more and more on email as a
  communication tool as it becomes fully integrated
  into their personal and professional lives.
• While email was launched as an acquisition
  vehicle, it is becoming a critical tool for
  customer retention and loyalty marketing.
• Research shows that 94 percent of consumers
  currently expect emails to confirm orders, and 90
  percent expect to receive shipping confirmations.

. Marketing Strategic .
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Growth of Email usage
. Emailing Services .
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What is Email Marketing?

• Use of email in marketing communications
• It is a form of direct marketing which uses
  electronic email as a means of communicating
  commercial or fundraising messages to an
  audience.

. Marketing Strategic .
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What sort of email?

• In general, it is used to refer
• Sending direct promotional emails to try and
  acquire new customers or persuade existing
  customers to buy again
• Sending emails designed to encourage customer
  loyalty and enhance the customer relationship
• Placing your marketing messages or advertisements
  in emails sent by other people

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Cont.

• You can think of email marketing as the
  electronic equivalent of
• Direct mail
• Sending people a print newsletter
• Placing advertisements in subscription magazines
  and newspapers

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The objectives of email marketing

• Email marketing can have two basic objectives
• To drive direct response (customer acquisition)
• To develop ongoing relationships (customer
  retention and loyalty).
• Usually customer retention and loyalty is a major
  goal because marketers believe the resistance to
  email impedes customer acquisition

. Emailing services .
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"Permission"

• Responsible email marketing is based on the idea
  of permission.
• Essentially, you need an email address owner's
  permission before you can send them a commercial
  email. If you don't have this permission, then
  the recipients of your mail may well regard your
  message as spam unsolicited commercial (bulk)
  email

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Spam and legitimate email marketing

• Spam is unsolicited bulk email (UBE). Its
  defining characteristics are
• Recipients have not agreed to have it sent to
  them.
• It is sent as a mass mailing.
• The essential elements of a legitimate email
  marketing campaign are
• It's permission-based messages are sent to
  people that have expressed interest in receiving
  such mailings.
• Typically, messages are sent to a smaller,
  targeted group of recipients.

. Emailing services .
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How legitimate marketers differentiate from
spammers?

• According to Joseph Turow, professor of
  communication at the University of Pennsylvania's
  Annenberg School of Communications, there's a
  straightforward formula for successful email
  marketing "Don't overload people with messages,
  get to them with exactly what you think they want
  to know, and don't bother them too much with it."

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Example SubscriberMail

• provides a full spectrum of functionality for
  developing, delivering and measuring email
  marketing messages through a web-based interface.
  
• continually applauded for interface ease-of-use
  and functionality.

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Intuitive Email Tools

• Create powerful messages
• Custom designed email templates.
• Provide own design or allow design experts to
  create a captivating email template branded
  specifically to your company and your goals.
• Create html emails.
• Easily create completely custom messages with
  your own html and accompanying text.

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Cont.

• Check "Spam Score.
• Spam Score report will identify elements of your
  message that could trigger a spam filter and
  provide suggestions on how to fix any potential
  problems.
• Automatically comply with CAN-SPAM regulations.
• postal address and unsubscribe link is
  automatically appended to every message is sent.

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Easily organize content

• Copy and paste content from Microsoft Word, or
  other sources
• Automatically create and format links with link
  generator
• Add personalization based on imported data fields
• Reuse content across various email messages
• Track content usage and history
• Publish content to your RSS feed

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Target your audience

• Dynamic Filters provide flexibility for list
  segmentation based upon
• A recipient's personal data
• Email activity
• Date subscribers were added to your list

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Cont.

• Use Dynamic Filters to target subscribers based
  on specific criteria. Some examples are
• Send a targeted follow-up message to readers who
  clicked on a specific link in your last campaign
• Suppress subscribers who haven't opened past
  messages

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Deliver relevant content

• Dynamic Content provides extreme flexibility for
  personalizing content to a recipient based upon
• A recipient's personal data
• Past purchases
• Email activity
• Any other data you may have about the recipient

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Cont.

• Use Dynamic Content to engage subscribers with
  content that targets their specific interests,
  personal wants and needs. Some examples are
• State specific updates
• Images or graphics based on personal data
• Cross-sell offers based on previous purchases
• Offers based on past email responses

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Benefit through Email Marketing

• Branding
• Relationship building / Building Loyalty
• Content is powerful
• Educate and inform
• Generate Repeat Sales

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Benefit through Email Marketing

• Gain valuable feedback from your visitors
• Drive web users to make offline purchases
• It's inexpensive
• Increasing sales

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Email vs Snail mail

• Email marketing can be considered a closed loop
  marketing system.
• In other words, able to process how many messages
  were undeliverable and calculate the percentage
  of emails opened as well as actions taken by its
  readers (e.g., clickthroughs). It can even
  determine how effectively the campaign generated
  customers, prospects and advocates (people who
  recommend your goods and services to others) if
  it tie in web based tracking .
• Responses sent by post must be measured in days
  or weeks, and e-mail response can be measured in
  seconds and minutes. (Fast)

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Checklist for email marketing best practices

• 1. In a word opt-in -- why bother sending
  messages to people who aren't interested in
  receiving them?
• (Opt-in - The action of agreeing to receive
  e-mails from a
• particular company, group of companies or
  associated
• companies, by subscribing to an e-mail list.)
• 2. Limit the frequency of mailings.
• 3. Don't pester recipients -- tell people how
  often you intend to send them messages, and don't
  send them more frequently.
• 4. Another important word content -- try to
  engage the reader with interesting and
  informative messages. Make the reader look
  forward to your email!

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Cont

• 5. Include your physical address in your
  messages.
• 6. Include a working mechanism for recipients to
  easily remove themselves from your mailing list.
• 7. Welcome feedback on your messages, and use it
  to improve future mailings.
• 8. Ensure that your messages are sent to the
  right demographic groups. One of the things that
  makes spam such a laughing stock is its
  inappropriate nature. For example, most
  80-year-old nuns are not likely to be interested
  in Viagra, but they might get messages offering
  it just the same.

. Emailing services .
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The end Thank you
. Emailing services .