eMail marketing is one of the most succesful method for driving on-line, but also off-line sales. This presentation educates on the 7 important phases of an e-mail marketing campaign and offers some indicative tips on optimization.

2. eBusiness
Consultant
@pgezerlis

3. Let’s see some global e-mail statistics first…

4. 3.3 billion
e-mail accounts
in 2012
Source: The Radicati Group [Link]

5. 145 billion
e-mails sent
per day
Source: The Radicati Group [Link]

6. 34%
e-mail users access
of
their e-mail though
their mobile
device
(this is a huge opportunity, BTW)
Source: The Radicati Group [Link]

7. So, everyb
Agenda
ody reads
& sends
emails

8. eMail
is extremely Branding Hard-Sell
important in
eCommerce. E-mail

Website
Marketing
eMail drives Social Media Search CPC
sales, Mobile App eCommerce
period.

9. Why e-mail marketing
With a successful e-mail Marketing Strategy
operated internally you can:
• Drive traffic & sales at your physical stores
• Drive traffic & sales at your e-shop
• Kill bad stock
• Respond quickly to competitor’s campaigns
• Educate your customers & keep them loyal
• Show your expertise to the world

10. Why e-mail marketing
Let’s talk about important 7 phases of an
e-mail campaign, and then let’s add some date
to see how sales are driven

11. Business Case
•Total e-mails in Database. Recruiting & re-
Database activating members is very important here.
Deliverability •Total e-mails arrived to members inbox
Open Rate (OR) •Total e-mails opened
CLICK THROUGH •How many members will click in a link in the
RATE (CTR) newsletter (from those who opened)
•How many members from those who clicked will
CONVERSION convert to a purchase
•The average spending by members who converted
AV. BASKET to a purchase
•Frequency of mailing, quiet period, targeting, re-
CONTACT RULES activation mechanics, etc.
REVENUES :-) •Revenues from e-mail marketing

12. Business Case
100.000 • DATABASE: Total e-mails in Database. Recruiting
& re-activating members is very important here.
95%: 95.000 • DELIVERABILITY: Total e-mails arrived to
members inbox
30%: 28.500 • OPEN RATE (OR): Total e-mails opened
12%: 3.420 • CLICK THROUGH RATE (CTR): How many
members from those who opened will click
2,5%: 86 • CONVERSION : How many members from those
who clicked will convert to a purchase
€50: €4.250 • AV. BASKET: What’s the average spending by
members who converted to a purchase
50 weeks • CONTACT RULES: Frequency of mailing, quit
period, targeting, etc.
€ 213.750 • REVENUES: Revenues from e-mail marketing
Note: These numbers are considered acceptable in a an average eCommerce Newsletter

13. There’s an art & science behind e-mail marketing
optimization – but it’s fun & easy

14. Pan’s inbox
Pan’s inbox 

16. Example of optimization
Optimize Open Rate of e-mails
(through A/B testing in Subject Line)
(or, by including tips for your target audience)
Using a piece of paper about 1/2 inch by 1/2 inch wrap head
of screwdriver and slip it in to the slot on the screw. Will
work best when slot is deepest. May have to bend paper once
to tighten the slot. This also works for nut drivers.

17. Source: KISSMetrics [Link]
Best weekday time to send mails
Optimize Contact Rules

18. Source: KISSMetrics [Link]
Best weekday time to send mails
Optimize Contact Rules

19. Υπομονή & Επιμονή
OK, e-mail marketing creates
sales… but what about the
Economy Crisis?

20. Thank God, eCommerce is
crisis proof
Source: Forrester Research

21. The e-mail marketing platform
E-mail marketing Platforms

22. eBusiness
Consultant
www.beebusiness.gr
pgezerlis@gmail.com
@pgezerlis