E-mail Marketing Brazil Scenery

2014

® Todos os direitos reservados

Agenda

• The concept of e-mail marketing• E-mail marketing ecosystem• The pillars of e-mail marketing management• Relevance• Expectations• E-mail marketing trends• Local informations

The history of e-mail marketingEverything starts with the concept of delivery an unique and properly message for those who want or need an information

• The concept of an email as a message (electronic letter) starts in the 90´s

• Company´s start to use this method as an offer in the end of 90´s• Since the 00´s emarketers understood the power of this method,

and start to invest more and more in technology and intelligence to deliver best messages

• The big players on the other side (ISPs like Yahoo, Gmail and Hotmail) starts to understand that it could be complicated for their users, so they start to put some obstacles for this practice

E-mail marketing ecosystem

Who wants to deliver a message?

Who sends the message?

Who allows the message to be delivered?

Who receives (or not) the message?

eMar

kete

rsE

SP

´sIS

P´s

Peo

ple

The environment

The Pillars of E-mail Marketing

• How to deliver on inbox

• Best Practices for rendering, deliver and results

• Analysis and Action plans for better results

• ISP relationship and stand-in

• Optimize information and data for better segmentation

• Garantie performance based on client needs

• Control every member of a client

• Understand and provide custom development for every client special needs

• Improve our solution through client based developement

Delivery and Deliverability

Data Management Custom Development

Relevance, the key for success on E-mail Marketing

OPEN CLICK PURCHASE

To be on the clients inbox

A subject that fits client needs, with relevance

Call to action for opening

Have a good reason to be clicked

Be personalized, and very close to the client

Call to action, to see more or buy

To reduce the distance from click to buy

To be redirected for the right page

Fulfill the promise of e-mail with a real and good offer

On a practical way: Why should I OPEN an e-mail marketing?

Everyday, each e-mail user is impacted by a lot of messages

On a practical way: Why should I CLICK an e-mail marketing?

Nice design,With no relevance for me

Secret Price,Calling me to action

Double relevance,my birthday with my name and a discount

On a practical way: Why should I PURCHASE by e-mkt?

When somebody click on a link, the reason is that they want to buy or read something.

Taking a long register, a long path or the product out of stock will make sites loose some money, and maybe, client confidence

The paths for client relationship

Coquet

• Exchange of glances• Try to find a way to

start

Attract

• Start with some gifts• Demonstrate

common themes• Try to understand

the expectations

Dating

• Better Understand

• Know the preferences

• Start to remember some important dates

Engagement

• Make sure that you know enough

• Never to forget a important date or compromise

Marriage

• Keeping the relation always warm and happy for both sides

Acquisition

Retention

What eMarketers expecting from E-mail Marketing

• Low Cost• High Effectiveness with high value• Personalization, one to one if its possible• Consulting on: How to do, metrics and KPI´s for this communication point• Strategies, with success cases• ROI, even before they know their own volume for campaigns• Integrations, with ALL kind of platform (CRM, ERP, ECOMMERCE and etc...)

– Free pricing for it is a plus• Fast and perfect Implementation with only ESP work side

PS: Sometimes they want a Magic Button too

There is no magic button : /

What ESP's expect from eMarketers• Defined Budget• Understanding value• Start with basic and improving their practices with the results they found• Experience on: How to do, metrics and KPI´s for this communication point• A pre-defined strategy to use our SaaS solution.• Knowing in advance the volume and forecast expected return through the

ESP• Integrators, with ALL kind of understanding on their on platform (CRM, ERP,

ECOMMERCE and etc...) – Just sell the API´s should be enough for a integration

• Client giving us all of their attention for each demand on our side

PS: Sometimes ESPs wants Magic Things too

Pricing

Tec

no

log

y

Low Cost Medium Cost High Cost

ESP´s Positioning

What eMarketers will want?

Costumer Control:• Full tracking analytics• Historic with LTV• Yield Curve• Churn Rate

Market Control:• Long Tail segmentation• Verticalized Solutions• Best practices knowledge• Pricing

Communication Control:• E-mail, Mobile, Social and Web• Costumer Services• Streaming Engines Display

(Netflix, Youtube, PS4)

Best Solution

Local Issues

• Bought Mailings• Mass campaigns with no segmentation• Lack of business culture of emarketers (the more I can send, the more I will

sell)• No CRM, BI, ERP or any kind of Costumer control• Decision based more on price than in technology• IT keeps taking the decision of wich platform will be choose• Our local clients portfolio indicates that we could be unreachable for small

and middle business (SMB) clients

ValuePertinence

Presentation

Functionality

Accessibility

Deliverability

Managing Permissions

We are here at Brazilian eMarketing

Local share of wallet and trendsPricing comparators

Pricing monitoring and exchange

Retargeting, Behavioural Targeting and Personalisation

Full Service Agencies

Clients Results by Verticals in Brazil

Count of Clients Verticals Delivery - % Open Rate - % Click Rate - % CTOR - %2 Products and Services for health 70,98% 13,13% 1,95% 14,87%

11 Travel and Turism 99,12% 10,45% 1,24% 10,70%9 Wellness and Entertainment 93,71% 9,52% 1,06% 11,41%

25 Retail - Fashion 96,62% 9,33% 1,54% 15,31%4 IT, Informatic and Telecommunications 84,25% 8,98% 0,36% 3,70%

11 Media and Publishing 82,20% 8,96% 1,59% 18,06%18 Retail - Marketplace 97,28% 8,69% 1,02% 11,50%2 Financial and Security institutions 95,94% 8,04% 0,36% 4,51%5 Automotive 96,90% 6,36% 0,58% 11,06%8 Education 99,99% 5,90% 1,48% 25,56%5 Real Estate 99,99% 4,91% 0,90% 17,31%

Sindicates and Associations - - - -Third Sector - ONGs - - - -

Count of messages 290.932.300

Hamilton Ricardo Fraustohrfrausto@gmail.com