Transcript Email Marketing in South Africa

Vibrant Media
Innovative Electronic
Marketing
Email marketing in SA
• Web traffic in SA has increased by 50%
in the past year
• Local audience expanded by 42.5% to
6.48m users
• The number of active Internet and email
users has doubled in the past year
• 66% of internet usage takes place in
businesses
About Vibrant Media
• Vibrant Media has been providing business
to business Digital Marketing solutions for
15 years
• At the forefront of email marketing since
1998
• Focussing on tailor made messages
designed to reach the correct target
market, therefore generating the correct
leads
• Currently distributing more than 1 million
targeted emails each month
The Database
• The “Decision Makers Database” have
been developed over the past 15 years
• The database can be segmented via
geographic area, industry, type of
management and level of management
• All record are updated on a continuous
basis
• All records can Opt out at any time.
This is not just about following the law,
it makes business sense
Focussing on B2B
• Business executives prefer receiving email
on Mondays and Tuesdays
• Opening rates are highest on Fridays
(6.2% - 7.1%)
• Best days for click through rates will vary
according to: the month of the year; the
type of product; and the target market
• Open and click through rates decrease as
list size increases – strongest case for
effective segmentation
Calculating Response Rates
• Opening rates - declining dropping by an
average of 1.8% per quarter
• Declining opening rates are due to image
blockers and firewall software
• Click through rates - remain stable
• Unsubscribe rates – remain steady at 0.25%
• 65% of unsubscriptions are due to “irrelevant”
emails – remain focussed on the target market
Calculating Response Rates
Calculating Response Rates
Open, Click & Unsubscribe Rates
60%
50%
50%
47%
46%
43%
41%
39%
40%
38%
36%
30%
20%
10%
6.90%
1%
5.90%
0.60%
6.20%
6%
6%
0.50%
0.40%
6.40%
6%
0.20%
0.30%
6.60%
0.30%
0.20%
0%
2004
Q1
Open
2004
Q2
2004
Q3
2004
Q4
Click
2005
Q1
2005
Q2
2005
Q3
2005
Q4
Unsubscribe
Open, Click & Unsubscribe Rates
Average Email Campaign Stats of Customers by Industry
Soft
Hard
Abuse
Comp
laints
Unsubscrib
es
7.39%
0.02%
0.11%
5.67%
8.80%
0.04%
0.08%
18.30%
10.01%
7.47%
0.00%
0.29%
32.01%
10.46%
2.02%
1.49%
0.03%
0.17%
Healthcare
30.71%
11.13%
4.65%
9.57%
0.14%
0.62%
Hotel
38.02%
15.71%
6.24%
15.15%
0.08%
0.86%
Manufacturing
29.58%
22.91%
7.12%
12.03%
0.04%
0.68%
Real Estate
26.73%
8.71%
5.31%
6.75%
0.09%
0.64%
Retail
31.95%
24.62%
2.94%
8.30%
0.08%
0.26%
Software
23.93%
14.52%
10.36%
11.52%
0.01%
0.11%
Technology
23.75%
23.27%
11.24%
8.85%
0.01%
0.07%
Telecommunic
ations
34.03%
7.42%
6.07%
6.79%
0.00%
0.59%
Type of
Compay
Open Rate
Click Rate
Education
37.50%
7.08%
4.80%
Entertainment
22.16%
6.63%
Financial
Services
27.01%
Government
Boun
ces
Bounc
es
Email Tracking
• All emails that contain hyperlinks to
other pages are tracked
• This is known as the “click-through rate”
• The tracked data is captured onto the
online system to show the number of
recipients that has clicked on those
specific hyperlinks
• This can give the client an idea of the
type of information the recipients are
interested in
Email Tracking
Email Tracking
Newsletters
• Building long term relations ships with
existing and future
• Creating constant brand awareness
• Tool for supplying information, but can be
effective marketing tool as well
• 36% of recipients favour monthly
newsletters, 25% favour weekly
• BUT, nearly one quarter (24%) of people
subscribing to newsletters use a false or
secondary email address when opting in
What Makes an Email Successful?
• The Subject Line – choose the correct
words to ensure that you recipient will
become interested
• Make use of pictures and graphics that
will help to sell your product/service
• Place the most important information at the
top
• Focus on the benefits and value your
product and service has to offer
• Make sure that people are able to respond
Email Marketing :: Property
Email Marketing :: Software
Email Marketing :: Education/Training
Email Marketing :: Financial Services
Email Marketing :: Telecommunications
Email Marketing :: Research
Email Marketing :: Manufacturing
Email Marketing :: Careers
Email Marketing :: Consumer
Email Marketing :: Health/Wellness
Email Marketing :: Hotel/Leisure
Other Services
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Online Event Management
Viral Campaigns
Website Development
Online Surveys
Digital Design
Database Platforms
Database Maintenance
Database Maintenance
• Data deteriorates at an estimate 27%
per annum
• Keeping in touch with current clients are
as important as attracting new clients
• Old and invalid data blocks the flow of
communication and can cost you
valuable time and money
• Vibrant Media specialises in: business to
business database cleaning; call centres;
CRM applications; developing and
maintaining in-house database
Database Maintenance :: Platforms
Online Event Management
• The designing of invitations and all other
promotion material
• Campaign Management Software which
tracks responses
• Extract of a targeted database, as well
as distribution of personalised invitations
• Recipients are able to register online –
all responses captured
Online Event Management
• All data stored electronically in a
password protected environment,
accessible to the client through the
Internet
• Automatic confirmation of registration
• Reservations and online updates of
availability
• Payment and other reminders are
regularly scheduled prior to the event
Online Event Management