³ Electronic Mail Marketing ± E-mail and Online Tactics That Work´

PRSA e-workshop October 28, 2003 Gabriela Linares, Vice President Marketing
¥ 2003 L-Soft

Advantages of E-Mail


¥ 2003 L-Soft

Benefits of E-Mail
‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Inexpensive communications medium Generates additional revenue opportunities Builds relationships Results are measurable Quick response cycles Drives web-site traffic Popular Medium - 45% US population ± 119 million Complements other communication channels

¥ 2003 L-Soft

Cost Savings due to E-Mail Usage among U.S. Companies
76% 75%



As a percentage of respondents

Postal Costs

Marketing Costs

Time Costs

Call Center Costs

¥ 2003 L-Soft

Source: AIM, April 2002, n=110 companies

ail nline 84 o ct/ e vices Info ea c News.Top Activities of Ame icans . of Commerce. February 2002 . po ts layin o Games 8 42 9 2 4 8 ¥ 2003 L-Soft ct/ e vices c ase As a percentage of respondents Source: US Dept. Weat e s.

Fast and cost-effective. e-mail must become an important part of your integrated marketing and media plan.´ Peppe s & Roge s oup ¥ 2003 L-Soft .³E-Mail Marketing is the wave of the future.

´ Casey Cichowicz.United a of Ame ica Use e-mail to improve communication with staff. said.000 September 11th Fund donors who asked to hear from us about how their money was being used and what needs were being addressed. we've used L-Soft products to reach out to more than 700." Use LISTSERV®. through our network of Web sites. donors.´ ³ Already. United Way Online Manager. and volunteers: ³With LISTSERV® Maestro and the other L-Soft products. LISTSERV® Maestro & LSMTP® software ¥ 2003 L-Soft . ³we will be able to better tailor our message to meet the interests not only of donors but of people who. express an interest about knowing more.

¥ 2003 L-Soft .

a consulting firm hired by Bell Canada to implement its billing solutions." Using LISTSERV® HPO and LSMTP® unlimited software ¥ 2003 L-Soft .ca Using E-Mail to s ift to nline Billing Provide its 12 million customers with personalized e-mail messaging services Sending online billing monthly reminders. promoting new services and products. "The language is so straightforward it's hard to go wrong." said Bill Attia. Senior Consultant at CGI. L-Soft's solution is the natural choice for us.bell. and announcing special promotions "One of the greatest things about LISTSERV® and LSMTP® is the configuration process.Bell Canada .

¥ 2003 L-Soft .

´ -.Lifetime Television fo ‡ ‡ ‡ ‡ omen Newsletters inform about TV programming. prompt recipients to tune in to TV or go to web site SELFEXAM newsletter designed to raise public awareness of breast cancer and the importance of early detection Health newsletters tie in with Speaking of Women¶s Health and Denise Austin shows Golden Girls and Weekly Movie Countdown newsletters increase show viewership LISTSERV® allo s Lifetime to: ‡ Integrate its e-mail operation with its database ‡ Manage over 1 million subscriptions ‡ Implement top security measures to protect the personal information that viewers have entrusted Lifetime with ‡ Have announcement-only lists to prevent non-Lifetime messages from reaching the list ³«a product that had gone through the burn test before we used it and LISTSERV definitely fit the bill.Shobhit Kapoor. Director of Internet Technology ¥ 2003 L-Soft .

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4. 3.What it ta es to get sta ted« 1. 2. 5. Establishing Objectives Reaching Target Audiences Developing Message Program Evaluating Results To Outsource or not to Outsource ¥ 2003 L-Soft .

1. Establish bjectives ¥ 2003 L-Soft .

Common E-Mail Communication ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ bjectives Enhance relationships & loyalty Maintain contact with web site visitors Promote internal communication Acquisition versus retention programs Build brand awareness Establish image of expertise Drive immediate sales: Increase revenue by up-selling to existing customers/clients and prospects Support sales cycle: Post-order targeted e-mails ¥ 2003 L-Soft .

2002 .Online Methods used fo Acquisition ve sus Retention Acquisition Search engine positioning 94% Retention 6% Banner ads Referral/viral programs Affiliate programs/ sponsorships 91% 85% 75% 9% 15% 25% Incentive programs E-Mail marketing 51% 37% 49% 63% ¥ 2003 L-Soft Source: DMA.April.

. March 2001 .S. . . . Ma ete s to D ive Web Site Traffic eMai to Custo ers ffi iate ro ra s Direct Mai Te evision ub ic e ations Banners Ma azines S onsorshi s adio e s a ers eMai to o t in ists . . ¥ 2003 L-Soft Source: Forrester Research. . . . . .Effectiveness of Techniques Used b U.

Response Rates b Campaign Objective Conve sion C R a eness a es Lea s Source: IMT Strategies. September 2001 ¥ 2003 L-Soft .

Reaching Target Audiences ¥ 2003 L-Soft .2.

Building Contact Lists ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Build in±house opt-in list Capture web site visitors Ask already made contacts for authorization Use database to collect demographic & behavioral information Establish a privacy policy Re-confirm subscription requests Offer easy unsubscribe option Survey recipients to enhance relevancy of messages ¥ 2003 L-Soft .

Opt-in opt-out double opt-in spam: Preferred e-mail marketing methods Double Opt.n Opt-in Opt-out pam Source: Opt-In News. May 2002 ¥ 2003 L-Soft .

. . Sept. Uns bscribe .Rates for U. Source: IMT Strategies. 2001 ¥ 2003 L-Soft .S. e-mail permission-based campaigns lic t ro g et con ersion o nce .

. Source: UCLA Center for Communication Policy. Internet Users¶ Level of Concern Regarding Online Privac . November 2001 .S.U. ¥ 2003 L-Soft . . ot concerned So e at concerned xtre el concerned . .

February 2002 ¥ 2003 L-Soft .S.U. Consumers¶ Privac Concerns S arin in o i ird parties ransac ions no secure Hac ers i s ea in o Source: Harris Interactive.

S.com DMA. states More information about spam regulations visit: www.Privac & Regulations ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ IPPA influences health & personal information COPPA protects children ramm-Leach-Blile Act concerns financial information FTC supports corporate privacy policies Federal spam regulation does not exist State laws exists in 28 U.spamlaws. AIM. AMA have published e-mail guidelines ¥ 2003 L-Soft .

Developing a Message Program ¥ 2003 L-Soft .3.

E-Mail Programs to Implement ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Disseminate announcements & press releases Conduct surveys Corporate newsletters & archiving Product updates & announcements Discussion groups for committee members Internal workgroups Event & service reminders Sales promotional offers Order transaction confirmations Account status e-mails ¥ 2003 L-Soft .

FROM name Format message so it¶s easy to skim Provide hyperlinks to web site for complete message Formats: HTML versus Text.E-Mail Message Content ‡ ‡ ‡ ‡ ‡ ‡ ‡ Subject line is crucial for attaining attention Recipients identify with brand.g. & Multi-Part Mime messages Test HTML message in different e-mail applications Relevancy of the messages is one of the key components for success ¥ 2003 L-Soft . e.

¥ 2003 L-Soft Source: Forrester Research. August 2001 .E-mail overload: umber of e-mail marketing messages sent in the U.S.

Preferred e-mail formats H L e t i edia Source: Opt-IN News. May 2002 ¥ 2003 L-Soft .

Source: Survey of E-Mail Format Preferences and Programs. Ralph F. Wilson. Dr. April 2003 .N=954 ¥ 2003 L-Soft .

Evaluating Results ¥ 2003 L-Soft .4.

E-Mail Metrics ‡ ‡ ‡ ‡ ‡ ‡ ‡ Open-up rates Bounces versus real deliveries Click-through rates Track web site click-stream after clicking from e-mail View tracking results online in real time Analyze results in statistical programs Evaluate results and adjust communication efforts ¥ 2003 L-Soft .

Response time and cost per unit e-mail vs. Gartner Group.25 $1.25 Source: DMA. 2002 ¥ 2003 L-Soft . Forrester Research. direct mail E-Mail Response Time 3 days Direct Mail 3-6 weeks Cost per unit $0.

To Outsource or not to Outsource ¥ 2003 L-Soft .4.

Maintain your server ‡ Hardware/computer network ‡ Dedicated Internet Connection ‡ Software for e-mail management and delivery ‡ Best for large workloads and those with experience ‡ More cost-effective/ economies of scale ‡ Flexibility to create campaigns on the fly Outsource your list hosting ‡ Reliability and experience ‡ Redundant servers and delivery capacity ‡ Flexibility to maintain company Internet presence ‡ Ability to move from hosting to in-house when ready ‡ More expensive ‡ Rely on company¶s schedule ¥ 2003 L-Soft .

August 2001 .Outsourced E-Mail Marketing Services 8% 2% 10% 0% 68% 28% 22% 2001 2003 Strategy reative elivery Anal sis 0% 20% 40% 60% 80% ¥ 2003 L-Soft Source: Forrester Research.

Evaluating Options ‡ ‡ ‡ Evaluate software product or hosting service before purchasing Determine if solution provides appropriate features Decide what reporting features you need o online real-time reporting. compatibility with other software you employ Differentiating levels of privacy tracking Campaign manager to organize jobs Integration with your database and other applications Handle bounces ‡ ‡ ‡ ‡ ¥ 2003 L-Soft .

Concluding Recommendations ‡ ‡ ‡ ‡ ‡ ‡ Integrate e-mail into your integrated communication plan E-Mail is best used for retention and other customer permission-based communications Consider double opt-in and build your permission-based lists Respect recipients¶ privacy to earn their trust Personalize messages to provide relevant information and increase response rates Evaluate options and opt for time-tested solutions ¥ 2003 L-Soft .

com 301-731-0440 800-399-5449 ¥ 2003 L-Soft .Questions? abriela Linares L-Soft international Inc.com Info@lsoft. www.lsoft.

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