Transcript leveraging_the_power_of_the__inboxx

Grenada Hotel & Tourism Association
Grenada Hotel & Tourism Association
Leveraging the Power of the
inbox – Email Marketing 101
Clevon J. Noel
IT Officer
Grenada Hotel & Tourism Association
April 9, 2013
Grenada Hotel & Tourism Association
To be discussed:
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What is Email Marketing
Email Marketing entails
Emails & Spam
Disadvantages & Advantages
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What is Email Marketing
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Marketing
The Backbone of Marketing is market
analysis and understand
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Electronic Marketing
Principle of Marketing are the same but in a
DIGITAL context
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Email Marketing
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Technology is secondary
Permission-based
Value Exchange
It’s a person experience
Another e-marketing channel
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Email Marketing
It is Measureable. We can track…
– Open Rates
– Click-through rates
– Viral Activities
• Social Tracking
• Forwards etc.
– In real time!
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Email Marketing
• Ensure date integrity
– Automatically manage bad email addresses
– Display content accurately despite the email client used
– Empower user to update their own records
• Build profile over time
– Segment messages
– Feed you CRM
– Include behavioral demographics
• Measure impact
– Personalization works
– Segment based on profile
– A Call-to-action works
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Spam
• 4 in 10 Users have a SPAM filter
• 90% of spam is in English.
• 2/3 of all spam is related to pharmaceutical
products.
• 1 in 284 emails contain malware.
• 1 in 445 emails are phishing emails.
• As many as 95 billion phishing emails were
in circulation in 2010.
(Pingdom, 2012)
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Grenada Hotel & Tourism Association
Email
• 3.146 billion – Number of email accounts worldwide.
• 27.6% – Microsoft Outlook was the most popular email client.
• 19% – Percentage of spam emails delivered to corporate email
inboxes despite spam filters.
• 112 – Number of emails sent and received per day by the average
corporate user.
• 71% – Percentage of worldwide email traffic that was spam
(November 2011).
• 360 million – Total number of Hotmail users (largest email service in
the world).
• $44.25 – The estimated return on $1 invested in email marketing in
2011.
• 40 – Years since the first email was sent, in 1971.
• – Percentage of email that was malicious (November 2011).
(Pingdom, 2012)
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What Does it Mean
• In spite the negative perception of email
as a marketing channel, the TRUTH is
people prefer email.
• Email Subscribers want relevant content
• Spam is an issue, so deliver email in a
way that ensures in it not mistaken for
SPAM
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Disadvantages of Email Marketing
• Technology Fails
– Broken Images
– Server Traffic
• Create Suspicion
– From address
– People forget that they have subscribed
• Content
– Not Valued or relevant
– Wrong offer, wrong target, wrong time
– Grammar
• Design
– Affects people
– If it looks clickable…
Your Company = incompetent
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Advantages of Email Marketing
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Relevant - Segment User and Customer Database Information
Consistent, Look and Feel, frequency
Download Friendly
Exponentially Better Ability to Track Sales and User Engagement
Test
Build Relationships
Save the Planet with Email Marketing!
Email must be differentiated in a way that it is:
• Relevant
• Meaningful
• Believable
• Defensible
Your company = Loyalty
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Expectation
• Reply
– Auto-response?
• When are you open for business
– 24hrs, 8 – 4, 9-5
• Start Simple
• Over achieve
• Request Feedback
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Some Thoughts
• Email Marketing creates loyal relationship
• Email Marketing technology provide
measureable results
• Be responsible for your action
• Learn the medium
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Thank You
Clevon J. Noel
IT Officer
Grenada Hotel & Tourism Association
www.ghta.org
[email protected]