This is the first presentation I did for Blue Lince E-mkt. A consulting company founded to eMarketers that believe and understand that e-mkt is a very valuable comunication channel for sales and relationship;

1. E-mail Marketing Brazil Scenery
2014
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2. Agenda
• The concept of e-mail marketing
• E-mail marketing ecosystem
• The pillars of e-mail marketing management
• Relevance
• Expectations
• E-mail marketing trends
• Local informations

3. The history of e-mail marketing
Everything starts with the concept of delivery an unique and
properly message for those who want or need an information
• The concept of an email as a message (electronic letter) starts in
the 90´s
• Company´s start to use this method as an offer in the end of 90´s
• Since the 00´s emarketers understood the power of this method,
and start to invest more and more in technology and intelligence
to deliver best messages
• The big players on the other side (ISPs like Yahoo, Gmail and
Hotmail) starts to understand that it could be complicated for their
users, so they start to put some obstacles for this practice

4. E-mail marketing ecosystem
Who wants to deliver a message?
Who sends the message?
Who allows the message to be delivered?
Who receives (or not) the message?
eMarketersESP´sISP´sPeople
The environment

5. The Pillars of E-mail Marketing
• How to deliver on
inbox
• Best Practices for
rendering, deliver and
results
• Analysis and Action
plans for better results
• ISP relationship and
stand-in
• Optimize information
and data for better
segmentation
• Garantie performance
based on client needs
• Control every member
of a client
• Understand and
provide custom
development for every
client special needs
• Improve our solution
through client based
developement
Delivery and
Deliverability
Data Management Custom Development

6. Relevance, the key for success on
E-mail Marketing
OPEN CLICK PURCHASE

7. On a practical way:
Why should I OPEN an e-mail marketing?
Everyday, each e-mail user is impacted by a lot of messages

8. On a practical way:
Why should I CLICK an e-mail marketing?
Nice design,
With no relevance for me
Secret Price,
Calling me to action
Double relevance,
my birthday with my name and a discount

9. On a practical way:
Why should I PURCHASE by e-mkt?
When somebody click on a link, the
reason is that they want to buy or
read something.
Taking a long register, a long path or
the product out of stock will make
sites loose some money, and maybe,
client confidence

10. The paths for client relationship
Coquet
• Exchange of
glances
• Try to find a way to
start
Attract
• Start with some gifts
• Demonstrate
common themes
• Try to understand
the expectations
Dating
• Better
Understand
• Know the
preferences
• Start to
remember
some
important
dates
Engagement
• Make sure that
you know
enough
• Never to forget
a important
date or
compromise
Marriage
• Keeping the
relation
always warm
and happy
for both
sides
Acquisition
Retention

11. What eMarketers expecting from
E-mail Marketing
• Low Cost
• High Effectiveness with high value
• Personalization, one to one if its possible
• Consulting on: How to do, metrics and KPI´s for this communication point
• Strategies, with success cases
• ROI, even before they know their own volume for campaigns
• Integrations, with ALL kind of platform (CRM, ERP, ECOMMERCE and etc...)
– Free pricing for it is a plus
• Fast and perfect Implementation with only ESP work side
PS: Sometimes they want a Magic Button too
There is no magic button : /

12. What ESP's expect from eMarketers
• Defined Budget
• Understanding value
• Start with basic and improving their practices with the results they found
• Experience on: How to do, metrics and KPI´s for this communication point
• A pre-defined strategy to use our SaaS solution.
• Knowing in advance the volume and forecast expected return through the
ESP
• Integrators, with ALL kind of understanding on their on platform (CRM, ERP,
ECOMMERCE and etc...) – Just sell the API´s should be enough for a
integration
• Client giving us all of their attention for each demand on our side
PS: Sometimes ESPs wants Magic Things too

13. Pricing
Tecnology
Low Cost Medium Cost High Cost
ESP´s Positioning

14. What eMarketers will want?
Costumer Control:
• Full tracking analytics
• Historic with LTV
• Yield Curve
• Churn Rate
Market Control:
• Long Tail segmentation
• Verticalized Solutions
• Best practices knowledge
• Pricing
Communication Control:
• E-mail, Mobile, Social and Web
• Costumer Services
• Streaming Engines Display
(Netflix, Youtube, PS4)
Best Solution

15. Local Issues
• Bought Mailings
• Mass campaigns with no segmentation
• Lack of business culture of emarketers (the more I can send, the more I will
sell)
• No CRM, BI, ERP or any kind of Costumer control
• Decision based more on price than in technology
• IT keeps taking the decision of wich platform will be choose
• Our local clients portfolio indicates that we could be unreachable for small
and middle business (SMB) clients
Value
Pertinence
Presentation
Functionality
Accessibility
Deliverability
Managing Permissions
We are here at
Brazilian eMarketing

16. Local share of wallet and trends
Pricing comparators
Pricing monitoring and exchange
Retargeting, Behavioural Targeting and Personalisation
Full Service Agencies

17. Clients Results by Verticals in Brazil
Verticals Delivery - % Open Rate - % Click Rate - % CTOR - %
Products and Services for health 70,98% 13,13% 1,95% 14,87%
Travel and Turism 99,12% 10,45% 1,24% 10,70%
Wellness and Entertainment 93,71% 9,52% 1,06% 11,41%
Retail - Fashion 96,62% 9,33% 1,54% 15,31%
IT, Informatic and Telecommunications 84,25% 8,98% 0,36% 3,70%
Media and Publishing 82,20% 8,96% 1,59% 18,06%
Retail - Marketplace 97,28% 8,69% 1,02% 11,50%
Financial and Security institutions 95,94% 8,04% 0,36% 4,51%
Automotive 96,90% 6,36% 0,58% 11,06%
Education 99,99% 5,90% 1,48% 25,56%
Real Estate 99,99% 4,91% 0,90% 17,31%
Sindicates and Associations - - - -
Third Sector - ONGs - - - -
ges 290.932.300

18. Hamilton Ricardo Frausto
hrfrausto@gmail.com