3. Brand elements and Integrated Marketing Communications play a
very important role in Creating salience. But with thousands of tv
Channels , radio channels, magazines, billboards flooding the market
It is very tough to touch consumers meaningfully. Consumers are
Getting bombarded with billions of advertisements everyday,
Dividing consumer attention and creating absolute confusion.
4. Interesting Case Fact:
American people were exposed daily to a total
of more than
• 12 billion display ads
• 3 million radio ads
• 300,000 tv commercials
• 9 billion direct marketing emails were sent
only in 1998
5. Competition - (Case Facts)
• Internet Advertizing Industry
– Fragmented
– Constant Changing – high competition
– Absence of Significant Barrier to entry
• Competition
– BANNER ADS
• Double Click
• 24/7 Media
• Fly Cast Communications
– Incentive based permission email marketing companies
• Netcentives
• Lifeminder (reccomendations )
– Direct Competition
• NetCreation – Email List Provider
6. Interruption Marketing
• The last slides had examples of interruption marketing. A way of
communicating with potential customers whether they want to hear from
you or not.
• As more and more such advertisements are encroaching our space their
effectiveness is getting reduced.
The New mantra is Personalized Marketing.
YESMAIL.com is an example of personalized marketing
using Permission Marketing
7. Paradigm Shift
• With the development of new technologies and the rise
of media lead to Information Clutter & Email SPAM
• SPAM is sending unsolicited bulk messages, especially advertising,
indiscriminately
• Spam is in the eye of the beholder Email Statistics
• Consequences of Spamming
• “Flames,” i.e. hate email
• Harassment from spam vigilantes
• Badmouthed in discussion forums
• Blacklisted
• You may even have your Internet privileges revoked by your ISP
• Remember, perception is 9/10ths of reality
• How do you reach your consumer and Target Audience?
8. Get Permission
• Opt-in, not opt-out. Get recipient’s consent in advance!
– Opt-in: recipient volunteered to receive your email
– Opt-out: recipient didn’t have the opportunity to avoid
receiving your first email, only to avoid receiving
subsequent ones
– “Hand-raisers” are a lot more likely to not only tolerate
receiving your emails, but also to respond favorably
• Permission Marketing :
– “Turning Strangers Into Friends And Friends Into
Customers ” - seth godin – 1991
– It is the method of delivering anticipated, personal and
Relevant Messages to consumers who actually want to
receive them
9. Changes in Trends of Email Marketing
• Focus on Relationship Building
– HTML vs. Plain Text
– Building own database by
• Opt in list
• Collaboration with other networks / businesses
– Personalization of email
– List segmentation by demographics, psychographics,
clickographics (visiting behavior and transaction history)
– Target who’s most relevant, most profitable, or most likely
to respond
– Email Campaign Testing
– Tractability & Greater Measurability
10. Business Models Of Permission Marketing
• Model 1
Message
Advertiser Consumer
Permission Model 2
Partner1
Message
Partner 2
Portal/
Consumer
Media site
Permission
Partner 3
12. Advantages of Permission Marketing
Increased Lower Email Unsubscribe
Response Rate Deletion Rate Option Improved Click &
• 5% – 15% for opt in vs • 6% for Opt in Vs 59% in • No Hate mail Open Rates
1% - 2% for direct mail Direct Mail
Reduction in No.
Reduced cost by More Targeted Of Emails being
75% to 90% Email sent implies less
cost
13. Network Model of YESMAIL
• To build the member database through partners.
Revenues will be shared in 50:50 basis with the partner
companies. Permission emails would be sent by
YESMAIL but with an explicit reference to the partner
site from which the member originated.
• Registered users can choose upto 20 categories, but
with an option to choose from around 200 sub-
categories in the future.
• To have a dedicated sales team to connect to clients
offering a high customer database a value proposition
• To have it’s own proprietary database of members in
the long term to remove any revenue sharing.
14. Value Proposition
• YESMAIL stands for Anti Spam and Privacy
protection services.
• It differentiates itself from the category by
touching with only interested customers and
thus respecting their privacy.
15. Top 10 Email Marketing Companies
Source : toptenreviews.com
16. Happy Customers lead to more involvement ,
lending more meanings to marketing
communications and building better brand
equity.
