On Track Dec. 2002

December 2002

Hi,

With 2002 almost to a close, isn't it exciting to think about what awaits us in 2003! Professionally, I look forward to continually learning and sharing new email marketing trends and stories with you. When used properly, I'm constantly amazed at the power and potential of email as I'm sure you are too. Personally, I look forward to hearing your feedback and staying on top of matters that are important to you. Please do share your thoughts with me at anytime - they are much appreciated!

Without a doubt, email is the hottest new medium - it continues to be tapped and explored in innovative new ways. The market opportunities and competitive advantages of email marketing can be seen in this month's top trend - e-coupons. In my opinion e-coupons will be more successful than printed coupons since they have the ability to provide highly one-to-one experiences that are more cost-effective than any other medium. Could there be a more attractive part of the marketing mix than email? I think not.

Happy Holidays!
Carolyn Gardner
President, cardcommunications

Last month we wrote about how good subject lines translate to good open rates. Now let's look at the power of your "from" line. Think about emails you receive from people/companies you've never heard of. Odds are you delete them. Now think about emails from people/companies you've not only heard of but also opted in to hear from. Odds are these get your attention. My point is simple - work at building your own permission-based list! Once that's established, you've got the green light to develop and strengthen relationships through email. Combine a recognized "from" line with a compelling subject line and you're bound to get better than average open rates.

If you're like most of us, you receive tons of coupons from a number of sources - mostly in print. You get them because marketers know that discounts and incentives via coupons meet many objectives including increased sales, lead generation and loyalty. Now savvy marketers are realizing the power of email coupons. Grocery retailers and manufacturers of consumer-packaged goods (CPGs) have made email coupons increasingly popular and according to an August 2002 Survey and Report from Forrester Research, the rationale makes sense. See the "Straight Stats" for more on this interesting trend.

Forrester Research reports that 31% of shoppers use "deals" when buying groceries; 92%
(of primary grocery shoppers) also express interest in taking advantage of email services such as coupons and meal suggestions.

Email users earn and spend more money on groceries than non-users of email. According to Forrester Research, the average household income for email users is $47,047 compared to $43,143 for non-users. Users also spend $6,976 on groceries versus $6,558 for non-users. (US figures)


	"Quality Versus Quantity" By Carolyn Gardner As noted in today's tip, permission-based emails are an easy way to build and keep customer relationships alive. When someone opts-in to receiving your emails, the message is pretty simple: they have a sincere interest in your business. Plus, when consumers give permission and you follow-up by delivering content relevant to their needs and interests, the results can be staggering: instead of hitting one million people, you might get the same results or better from 1,000 people. It's also important to remember that if your target group is C-level executives, target only C-level executives. Sure this might mean your list is small compared to other occupational selects, but stay true to your objectives. Learn how!

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