Leveraging the Power of the inbox – Email Marketing 101

2. Leveraging the Power of the inbox – Email Marketing 101 Clevon J. Noel IT Officer Grenada Hotel & Tourism Association April 9, 2013

3. To be discussed: • What is Email Marketing • Email Marketing entails • Emails & Spam • Disadvantages & Advantages

4. What is Email Marketing

5. Marketing The Backbone of Marketing is market analysis and understand

6. Electronic Marketing Principle of Marketing are the same but in a DIGITAL context

7. Email Marketing • Technology is secondary • Permission-based • Value Exchange • It’s a person experience • Another e-marketing channel

8. Email Marketing It is Measureable. We can track… • Open Rates • Click-through rates • Viral Activities • Social Tracking • Forwards etc. • In real time!

9. 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

10. 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)

12. 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)

13. 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

14. 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

15. Advantages of Email Marketing • 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

16. Expectation • Reply • Auto-response? • When are you open for business • 24hrs, 8 – 4, 9-5 • Start Simple • Over achieve • Request Feedback

17. Some Thoughts • Email Marketing creates loyal relationship • Email Marketing technology provide measureable results • Be responsible for your action • Learn the medium

18. Thank You Clevon J. Noel IT Officer Grenada Hotel & Tourism Association www.ghta.org cnoel@ghta.org