www.astech-intermedia.com

Email Marketing

New Opportunities for Reaching Subscribers

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The Traditional Methods

• Direct Mail

• Saturation Mailings / Resident – Occupant Addressing

• Area Level Marketing

• Census Data

• Cluster Systems

• Targeted Mailing

• Household Demographics – Equifax TotalSource, Acxiom InfoBase Premier, etc…

• Gender, Age, Income, POC, Home Owner, Education, etc…

• LifeStyles / Special Interest

• Skiing, Soccer, Knitting, Wine, Home Computer Games, etc…

• Telemarketing

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Status of Direct Marketing

• Postage costs continue rising

• 3 increases in the past 3 years

• Response rate are in a down trend

• Good response rate 1.5 – 2.5% for direct mail

• Realization of results can take too long

• Final result could take up to 3 to 4 months

Source: http://www.clickz.com/em_mkt/em_mkt/article.php/834191

www.astech-intermedia.com

Brave New World

E-MAIL Marketing

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Internet Usage Continues a Growth Trend

Average Web Usage

Month of March 2003, U.S.

Number of Sessions per Month 31

Number of Unique Sites Visited 54

Time Spent per Month 26:43:29

Time Spent During Surfing Session 32: 35

Duration of a Page viewed 00: 56

Active Digital Media Universe 122,436,847

Current Digital Media Universe Estimate 174,188,438

Source: Nielsen//NetRatings Audience Measurement Service.

Source: http://www.nielsen-netratings.com/news.jsp?section=dat_to&country=us

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UCLA Internet Study

• Report released January 29, 2003

• Top 5 Internet Activities

• Email & Instant Messaging

• Web Surfing

• News

• Online Shopping/Buying

• Entertainment Info

• Strong penetration throughout all age ranges

Source: http://ccp.ucla.edu/pdf/UCLA-Internet-Report-Year-Three.PDF

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UCLA Internet Study

• 59.3% of survey respondents use Internet @ home

• 47% of non-users plan to connect in 2003

• 71.2% will purchase more online in 2003 that in 2002

• Total time spent online continues to increase

Source: http://ccp.ucla.edu/pdf/UCLA-Internet-Report-Year-Three.PDF

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Email Marketing Advantages

• Faster to execute, receive responses, and track results

• Email vs Direct Mail

• Completion Time • Email 7 – 10 days

• Direct Mail 4 – 6 weeks

• Response Time • Email 3 – 5 days

• Direct Mail 3 – 6 weeks

• Email should comprise half of all mail received by US HHs by 2005

Source: http://www.idg.net/go.cgi?id=42854

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You Want a Reason, I’ll Give You Several

• Establish online relationships with your current subs

• Online relationships, once established, can mean greater ROI

• Fractional cost to that of Direct Mail or Telemarketing

• Potentially higher response rates

• Drive traffic to your website

• Viral Marketing – Satisfied subscribers/customers may be more likely to forward the offer to a friend than they would be to actually pass on a physical mail piece.

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Compiling an Email Database

• Permission based Opt-In Websites

• Surveys (online & offline)

• Product Registrations (online & offline)

• Warranty Cards

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The Email Append Process

Newspaper Subs

Database

Email Address appended

Where name & address

match found.

Welcome Email Blast

Subscriber Enhanced Email Marketing Database

Email Enhancement Database

All recipients

given opportunity

to OPT-OUT

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Email Reverse Append

• Do you have email addresses for which you do not have a physical address?

• Learn more about the households associated with those addresses through a “Reverse Append” process

• Match your email addresses to data provider email append database

• Deliverables:

• Name

• Full Mail Address

• Append Demographics and Lifestyle Information

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What to Expect – Match Rates

• Email Append Services

• Consumer : 10% - 30%

• Business: 5% - 15%

• Reverse Email Append

• Consumer: 20% - 30%

• Business: 10% - 15%

Source: Equifax Marketing Services

www.astech-intermedia.com

Case Study

Client Test of Equifax Email Data

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Results

• Email Append

• Client Subscriber Records: 1.4 MM

• Matches: 179,490

• Match Rate: 12.63%

• Reverse Append

• Client Email Addresses: 227,963

• Matches: 81,473

• Match Rate: 35.72%

• Total Enhanced: 260,927

• Overall Match Rate: 15.83%

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Privacy Guidelines (DMA)

• January 2002 – The Direct Marketing Association

(DMA) issued a set of guidelines for commercial

solicitations via email.

• Solicitations may be sent to an individual/household when

“The solicitations are sent to the marketers’ own

customers”

• Additionally the “individuals did not opt out after the

marketer has given notice of the opportunity to opt out

from solicitations online.”

Source: http://www.the-dma.org/cgi/dispannouncements?article=158

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Privacy Guidelines (AIM)

• A subsidiary of the DMA, the Association for Interactive

Marketing (AIM) has established a set of “Best Practices” for

email address appending and marketing.

• “Email appending is acceptable if the recipient is a customer of

the marketer or has another previous business relationship with

the marketer.”

• “The data sources used in the match process should be

permission-based in that the data source(s) provide notice and

choice regarding the acceptance of receiving third-party email

offers. In addition, once the marketer’s file is matched with the

data source, all appropriate suppression files should be applied.”

Source: http://www.interactivemarketing.org/councils/CRE/appendbp.pdf

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Privacy Guidelines (AIM)

• “The first time a marketer sends an email message to the recipient of a matched email address, the marketer should clearly express the intent of the email solicitation and provide the recipient the opportunity to exercise choice regarding the receipt of future commercial email messages from the marketer.”

• “When the recipient is a customer, email address data may be appended to the marketer’s file after the initial outreach and provided that the recipient did not opt-out.”

• Security of the email addresses is responsibility of marketer

• The marketer and the vendor share responsibility for responding to recipient inquiries arising from the email append process.

Source: http://www.interactivemarketing.org/councils/CRE/appendbp.pdf

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Questions & Answers

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Thank You!

ASTECH InterMedia

999 18th street # 2740

denver, colorado 80202

303.296.9966 | fax

303.296.9969

www.astech-intermedia.com