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Number of recipients who CLICKTHROUGH to landing page List rental (per thousand) Cost per e-mail sent Fulfilment cost per response, e.g. offers and response management Set-up cost for sending list and or fixed fulfilment costs Figure 3.4 Example of an e-mail campaign budget Costs are divided into variable costs, which are dependent on the number of e-mails sent or responses received, and fixed costs, which are independent of the number of e-mails sent. Typical variable costs are Total list cost...

Stage 4 Maintain dialogue using offline communication

Here, direct mail is the most effective form of communication since this can be tailored to be consistent with the user's preference. The aim here may be to drive traffic to the web site using offers such as news or online competitions. Aaker, D. and Joachimstahler, E. (2000). Brand leadership. New York, NY Free Press. Chaffey, D., Mayer, R., Johnston, K. and Ellis-Chadwick, F. (2003). Internet Marketing Strategy, Implementation and Practice, 2nd edn. Financial Times-Prentice Hall. DMIS (2002)....

Customer retention and extension

Customer retention refers to the strategies and actions that an organisation uses to keep existing customers or to reduce churn. For e-marketers, an important aspect of retention is continuing the customer dialogue using e-mail to encourage repeat visits to a web site. Retention also involves learning more about the customers through their behaviour or through marketing research. Once an e-mail address has been collected, the e-mail can be used to communicate with the customer in a variety of...

Customer acquisition

Customer acquisition involves techniques used to form relationships with new customers leading to a sale. It involves using marketing communications to convert potential customers into actual customers. Figure 2.5 shows the well-known funnel model applied to web marketing. This model, which applies particularly well to B2B permission marketing, shows how e-marketing is used to gain new customers. The web site is at the heart of this model as a lead-generation tool. Lead generation happens as...

Customer profiling and analysis at Deutsche Bank

Technology enables Deutsche Bank to manage its customers on an amazing scale. Deutsche Bank has 73 million customers, of which 800 000 are on-line and 190 000 use its on-line brokerage service, it has nearly 20 000employees, 1250 branches, 250 financial centres and three call centres. To manage customer data, the DataSmart infrastructure was created on four levels to provide a technical infrastructure across the company, consolidate data, enable data analyses and segmentation, and manage...

Permission marketing its more than optin

To summarise this section, a checklist is provided of what permission marketing means in practice. Check it to see to what extent you practise permission marketing 1. Permission marketing is an alternative approach to interruption marketing . 2. The prospect or customer agrees to receive information. This is opt-in, i.e. it is not SPAM . 3. Incentives are usually used to achieve opt-in . 4. The customer is usually profiled when they opt in, or order to place them in a segment and understand...

Virgin Atlantic Fly Free For Life

Creative Landing Page

To celebrate the launch of Virgin Atlantic's new web site, a viral campaign was launched offering one customer the chance to Fly Free For Life paying applicable passenger taxes . A competition and game were used to encourage people to visit a microsite and provide their e-mail address. This campaign was promoted via cold e- Figure 1.5 E-mail creative for the Virgin Atlantic Fly Free For Life campaign Figure 1.5 E-mail creative for the Virgin Atlantic Fly Free For Life campaign mails to...