Grenada Hotel & Tourism Association. Leveraging the Power of the inbox – Email Marketing 101...
-
Upload
sabrina-daniel -
Category
Documents
-
view
214 -
download
1
Transcript of Grenada Hotel & Tourism Association. Leveraging the Power of the inbox – Email Marketing 101...
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:
• What is Email Marketing• Email Marketing entails• Emails & Spam• Disadvantages & Advantages
Grenada Hotel & Tourism Association
What is Email Marketing
Grenada Hotel & Tourism Association
Marketing
The Backbone of Marketing is market analysis and understand
Grenada Hotel & Tourism Association
Electronic Marketing
Principle of Marketing are the same but in a DIGITAL context
Grenada Hotel & Tourism Association
Email Marketing
• Technology is secondary• Permission-based• Value Exchange• It’s a person experience• Another e-marketing channel
Grenada Hotel & Tourism Association
Email Marketing
It is Measureable. We can track…– Open Rates– Click-through rates– Viral Activities• Social Tracking• Forwards etc.
– In real time!
Grenada Hotel & Tourism Association
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
Grenada Hotel & Tourism Association
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)
Grenada Hotel & Tourism Association
Grenada Hotel & Tourism Association
• 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)
Grenada Hotel & Tourism Association
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
Grenada Hotel & Tourism Association
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
Grenada Hotel & Tourism Association
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
Grenada Hotel & Tourism Association
Expectation
• Reply– Auto-response?
• When are you open for business– 24hrs, 8 – 4, 9-5
• Start Simple• Over achieve• Request Feedback
Grenada Hotel & Tourism Association
Some Thoughts
• Email Marketing creates loyal relationship
• Email Marketing technology provide measureable results
• Be responsible for your action• Learn the medium
Grenada Hotel & Tourism Association
Thank You
Clevon J. NoelIT Officer
Grenada Hotel & Tourism Associationwww.ghta.org