Transcript Why Email? - Food and Health Communications

“Why Email?”
The Case for Email Marketing
Email Works
Return on $1
$50
$39.40
$40
$30
$20
$19.71
$22.38
$12.90
$10
$0
Social
Source: Direct Marketing Association
Internet
Display
Advertising
Paid Search
Email
Estimated ROI from email marketing programs
What is the estimated ROI from email marketing programs for your organization?
140%
120%
100%
119%
114%
127%
80%
139%
108%
94%
60%
40%
20%
0%
Overall
B2C
B2B and/or B2G
Source: ©2013 MarketingSherpa Email Marketing Benchmark Survey
Methodology: Fielded December 2012, N≥42
Both B2B and B2C Over 100,000 emails Under 100,000
per month
emails per month
Email is Universal
Email Remains the Most Popular Online Activity
Of Adults Online:
65 % use Social Networking sites
92 % send or read email
Source: Pew Internet & American Life Project
Email versus IS Social
“Email and Social Media work
together to share your content to
your audience.
Your newsletter subscribers can share
your best email content to social
networks where more of your
fans can discover it.
Your social followers can upgrade to
an email subscription for even more
personal, relevant content.”
New Subscribers
The Killer App
“Even as retailers debate the efficacy of
social-media marketing on Facebook and
Twitter, they have no doubts about the
power of a decades-old technology to drive
sales.
The killer app is called e-mail.”
Bloomberg
Dec. 2012
Why is Email So Effective?
“Reports and Metrics are
what make email marketing a
conversation between
your organization and your
audience.”
“It’s how you send the right
message to the right
person at the right time.”
Segmentation Works
Right Person, Right Message, Right Time
Email allows marketers to reach
subscribers with exactly the right
Interested in
Shoes
message when the subscriber is most
likely to respond.
The worlds top brands routinely use
their marketing channels to try to win a
customer’s email address.
They know that the unparalleled
data and metrics provided by email
allow for powerful segmentation.
Opened Last
Message
Lives Near
Store
MV Split Testing
Optimize Campaigns in Real Time
Split testing allows marketers to
scientifically test versions of a message.
Think of it as a focus
Content
Subject Lines
Vs.
group at
your fingertips.
Sending Time
Personalization