Successful E-Marketing Initiatives

Presented by:

Sinan KanatsizKanatsiz Communications, Inc. (K-Comm)

www.kanatsiz.com

Donna TerpDay Softwarewww.day.com

James SantagataeBay

www.ebay.com

Ben SilvaiVast

www.ivast.com

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

Search Engine Optimization

AddWeb Search Engine Software

META Tags and How They Work

Submission Reporting Statistics

Viral Marketing and Email Spidering

Email list generation from spidering

Opt in and send out subtle email

Click through to sales lead form

Daily updates of online sales leads

Strategic answering by prospect

Access leads daily with login and password

Online Newsletters and eAlerts

Successful E-

Newsletters

Viral Marketing Strategies – Forward to

a Friend

Newsletter Reporting Statistics

Enterprise Newsletters and AlertsBy James Santagata

eBay / ActiveMessage

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 thatinto Actionable Information so that a company can acquire, retain,and convert.

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

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.

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

Interpreting The Results with Industry Benchmarks

Don’t 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

Typical HTML Email Content with Dynamic Re-Directs

Re-direct #1

Re-direct #6

Re-direct #5

Re-direct #4

Re-direct #3

Re-direct #2

Re-direct #8

Re-direct #7

0 10000 20000 30000 40000 50000 60000

1

2

3

4

5

6

7

8

Link

Re-

Dire

ct

Numbers of Click-Throughs

Pareto Analysis of Clickthroughs% Breakdown

8%

5%

6%

12%

16%

24%

14%

16%

Reporting by host (domain) names provides clear indication of domain delivery capability & success rates

Data can be further mined to provide relevant information such as message format activity by host name

Split Runs and Testing Use Split Runs and Hypothesis Testing toincrease 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 

Typical HTML Email Content with Dynamic Re-Directs

Re-direct #1

Re-direct #6

Re-direct #5

Re-direct #4

Re-direct #3

Re-direct #2

Re-direct #8

Re-direct #7

0 10000 20000 30000 40000 50000 60000

1

2

3

4

5

6

7

8

Link

Re-

Dire

ct

Numbers of Click-Throughs

Pareto Analysis of Clickthroughs% Breakdown

8%

5%

6%

12%

16%

24%

14%

16%

450

Offer & Message Testing

Offer A Offer B

N=1,000* N=1,000*

250

*Population is assumed to be normally distributed

Responses/Interactions

Total Responses

Optimized Response is attained with Offer A -- 45% response Rate

450Offer A Offer B

N=1,000* N=1,000*

250Recipient Group 1

Recipient Group 2350

100 200

50

*Population is assumed to be normally distributed

Responses/Interactions

Optimized Response is attained with:Offer A to Group 1 (35% response rate)

ANDOffer B to Group 2 (20% response rate).

Offer & Message Testing

Successful E-

NewslettersIncentive Strategies

Click-thru Strategies

Online Public Relations Tools

Editorial Database - Emails

Email Invitation to Editors

Editors Signup on a Designated Web Site

Conduct Press Tour Via Placeware

View Your Coverage in Print and Online

Video Email and Next Generation Tools

Sinan KanatsizKanatsiz Communications, Inc.

714.854.0800 tel.sinan@kanatsiz.com

A Copy of This Presentation May be Found at: www.kanatsiz.com

Thank You – Please Feel Free to Contact Us