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E-mailing : an efficient marketing tool – Part 2/2

E-mailing : an efficient marketing tool – Part 2/2

In the first part of this article, Product Managers explained to you the best practices of emailing marketing.
In the second part, Product Managers discuss the budget and the results you can expect to obtain with an emailing campaign.

Creating and diffusing an emailing to an already known data base requires:

  • Resources, intern or extern, for the creation of the content and the monitoring
  • A budget, to obtain the email addresses and for the creation and content producing work.

You can’t talk about budget without talking about results. What realistic goals can you set for an emailing campaign? We provide you the average results to give you bearings to monitor your campaigns.

NB: All the useful definitions are in the previous article Emailing-un outil marketing efficace- Part 1/2

The budget

An emailing campaign has to be conceived over the long term, with regular mailing all along the year. The budget essentially depends on the pursued goal.

Goal n°1 :
Keep in touch
with existing customers

Goal n° 2 :
Recruit new customers


Purchase @ mail

100 000 @

50 000 à 150 000 € depending on
the quality of the segmentation

Creativity work (graphism / pictures / design)

Content created by the company: 3 to 5 J

Plan a graphism budget
(500 to 1 000 €)

1 500 € (1st mailing)

650 € (following mailing)

Content (basis : 2 pages, 3 articles et 4 à 5 sections)

Monitoring / Results

Intern ressources:
0,5 day / mailing

3 500 € /year

(Subscription to statistics)

To sum up,

  • The purchase of email addresses is the biggest budget item of an emailing campaing
  • You need to put an effort on graphism/pictures so you need a budget for that.
  • You cannot set up an emailing project without planning monitoring. And this monitoring is not always free…
The results you could achieve

Is emailing the miraculous solution? “Not miraculous, but particularly interesting, yes! But, only if the goals were clearly defined and the execution was perfect”.

Check out this chart. You have the key metrics of emailing depending on the sector in France for the first semester in 2011;

Sector

Open

Click

Reactivity

Unsuscribers

Not delivered

BtoB

19,29%

2,04%

9,05%

0,13%

10,40%

Distribution

19,65%

4,32%

22,43%

0,06%

4,28%

Luxury

23,22%

8,98%

36,03%

0,10%

7,26%

Public Markets

21,82%

2,13%

9,04%

0,21%

10,11%

Media

16,90%

4,53%

21,42%

0,04%

5,88%

Pure Player

8,35%

1,62%

13,23%

0,03%

4,12%

Tourism

20,45%

4,89%

22,92%

0,18%

4,68%

Home shopping

13,90%

2,81%

20,38%

0,03%

4,93%

Average rate

15,20%

3,06%

16,79%

0,05%

5,69%

Benchmark by activity sector,  Experian CheetahMail S1 2011

What do we learn?

  • Click rates are low it leads to the need to increase the number of email addresses targeted
  • B2B rates are much lower than B2C ones!
Conclusion

Imagine that as a supplier of a new product for professionals you decide to launch an emailing campaign.

To obtain 1 000 click, you will have to purchase around 50 000 email addresses for a cost between 25k€ and 75k€! This database will be reusable for several campaigns. Considering the wearing down of the addresses, you can depreciate it over 3 campaigns for examples.

In addition, the achievement of the emailing campaign requires resources: you need to allocate several days per campaign depending on the content (graphism/creativity, quality of the content…).

Then, since the first mailing, think about monitoring the results and set up a dashboard. Il will help you to adapt your strategy over time.

Catherine Kokoreff

Sources : Experian Marketing Services – Cheetah Mail-chiffres 2011

Catherine Kokoreff

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