an advertiser's guide

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an advertiser’s guide
Contents
     Chapter 1
04   The web’s mass-reach channel

     Chapter 2
06   The original social network

     Chapter 3
08   Email as an advertising channel

     Chapter 4
10   Case study 1: Springfield
12   Case study 2: Cellcast
14   Case study 3: Snapfish
16   Case study 4: Immoweb
18   Case study 5: Quecursar.com

20   Chapter 5
     Contact information
 Chapter 1




the web’s
                                                                                                 EMail’s powErhousE
                                                                                                                                                                 cent of participants said that
                                                                                                 Windows Live Hotmail
                                                                                                                                                                 email is the most important
                                                                                                 dominates the world’s
                                                                                                                                                                aspect of the internet to
                                                                                                 experience of email, with
                                                                                                                                                               them*.
                                                                                                 over 100 million users in




mass-reach
                                                                                                 Europe alone: that’s 55 per
                                                                                                                                                            More popular than ever
                                                                                                 cent of all email users in the
                                                                                                                                                         Email’s appeal to young and
                                                                                                 region and 60 million more
                                                                                                                                                  important audiences is, if anything,
                                                                                                 users than the next most
                                                                                                                                                growing. Synovate’s global study of young
                                                                                                 popular email provider.




channel
                                                                                                                                                adults found that 94 per cent use email
                                                                                                 Worldwide, Hotmail boasts
                                                                                                                                                regularly**. Nine out of ten web users check
                                                                                                 an audience of over 280
                                                                                                                                                their email on a daily basis*.
                                                                                                 million people†.
                                                                                                 Sources:
                                                                                                 *Email Delivers, Microsoft Advertising, 2008
                                                                                                                                                Beyond big numbers
                                                                                                 **Synovate, Young Adults Revealed, 2008        Numbers alone should make it impossible
                                                                                                     comScore Media Metrix Q4/08
Email is the mother of all web communication   check first. Email’s audience beats that of any                                                  to ignore email as an online medium; yet
                                                                                                 †




channels, used regularly by a mass-reach       commercial television station – and offers                                                       they only tell a part of the story. More than
audience that few media could hope to          targeted access to a far broader range of                                                        a means of sending and receiving messages,
match. It is the internet application that     demographics than traditional media. In a                                                        email today is taking on a broader and more
people use most often, the web page they       recent study by Continental Research, 55 per                                                     influential role in consumers’ online lives.




4 Microsoft advertising: Email solutions                                                                                                                                                        5
  Chapter 2




the original
                                                                                                   EMail insights                                     most popular response was ‘email’*. And email’s
                                                                                                   To engage a user’s                                 role at the centre of online communication is
                                                                                                   attention, the Direct                              just as clear amongst younger users. Today’s
                                                                                                   Marketing Association                              young adults stay in touch with more contacts




social network
                                                                                                   recommends keeping                                 via email than they do through any other online
                                                                                                   email subject lines to 70                          channel: more than social networks, more than
                                                                                                   characters or below.                               IM services. Almost half of young adults share
                                                                                                                                                      photos via email; 38 per cent forward product
                                                                                                   80 per cent of active web                          links from their inbox**.
                                                                                                   users regularly share
Email has evolved from an electronic              storage spaces for carefully filed links and     opinions about brands and                          Brand dialogue welcome
substitute for letters and telephone calls to     recommendations, organised through               products over email‡.                              None of this should come as a surprise.
a central element of the online experience;       folders and smart mailboxes. Faced with an       Sources:                                           Consumers today have more and more reasons
                                                                                                   *EIAA Mediascope, October 2008
the channel through which the vast majority       often-bewildering range of online media,         **Synovate, Young Adults Revealed, 2008            to keep visiting their email. They check for
of pictures, video clips, links and information   consumers increasingly depend on these           †
                                                                                                       Email Delivers, Microsoft Advertising, 2008    video clips and pictures sent by friends, but
                                                                                                   ‡
                                                                                                       Universal McCann, When did we start trusting
are shared. For most users it’s their real        trusted recommendations to guide them to         strangers? September 2008                          email also gives them a dialogue with brands; a
homepage, the first site they check upon          new sites.                                                                                          dialogue that the consumers themselves have
turning on their PC.                                                                                                                                  often requested. In a recent study, 64 per cent
                                                  Your connection to the world                                                                        of respondents said that they like receiving
More than just a message centre                   When the European Interactive Advertising                                                           newsletters from websites that they are
Today’s inboxes are more than collections         Association (EIAA) asked web users about the                                                        interested in, with 61 per cent saying that they
of messages; they are navigational tools,         online channel they couldn’t live without, the                                                      look forward to receiving special offers†.




6 Microsoft advertising: Email solutions
 Chapter 3




email as an                                                                                                           are email campaigns
                                                                                                                                                   Email marketing
                                                                                                                                                   with Microsoft

advertising
                                                                                                                     difficult to organise?        three tailored packages
                                                                                                                    Microsoft Email Solutions      make it easy to create the
                                                                                                              is an end-to-end solution: we
                                                                                                                                                   most impactful and cost-
                                                                                                   administer the email addresses, provide the
                                                                                                  address list, handle the email sending and
                                                                                                                                                   effective email solution.



channel
                                                                                                  provide detailed reporting on open and           sending your own emails:
                                                                                                  click-through rates. Advertisers are able to     Microsoft Offers
                                                                                                  deal with a single point of contact throughout   Direct offers, delivered to
                                                                                                  the campaign process, and campaigns can be       Windows Live Hotmail users with
                                                                                                  turned around quickly in response to tactical    a pre-registered interest in specific
                                                                                                  marketing requirements.                          product categories. Advertisers
                                                                                                                                                   generate their own email and pay
                                                                                                                                                   per thousand email addresses,
Email has come of age as an advertising         how can i be sure my email will get               Will email fit my budget?
                                                                                                                                                   making this one of the most
channel, with consumers willingly engaging      past junk filters?                                Email campaigns with Microsoft are
                                                                                                                                                   effective and cost-efficient channels
with brands through their inbox. Microsoft      Our emails bypass spam filters and avoid junk     completely scaleable, delivering excellent       for driving response.
Email Solutions has helped advertisers to       folders. We have a 99.8 per cent delivery rate,   value whether advertisers send out 10,000
make the most of email, by addressing their     10 per cent above the industry average.           emails – or 10 million.                          Microsoft Newsletters
key concerns:                                                                                                                                      Designed to build loyalty and
                                                                                                                                                   consumer dialogue: an annual or
                                                                                                                                                   six-monthly fee enables advertisers
will my email get to the right people?
                                                                                                                                                   to target relevant consumers from
Microsoft Email Solutions provides detailed
                                                                                                                                                   one of the largest databases in the
targeting by demographic groups and markets.                                                                                                       world. Advertisers are free to send
Our email address list is cleaned every week,                                                                                                      as many emails as they like to these
ensuring every email in every campaign                                                                                                             consumers.
goes to a real person.
                                                                                                                                                   advertising within
                                                                                                                                                   requested Microsoft
                                                                                                                                                   newsletters
                                                                                                                                                   Channel-specific, consumer-
                                                                                                                                                   requested email newsletters provide
                                                                                                                                                   advertisers with access to a highly
                                                                                                                                                   engaged audience, delivering brand
                                                                                                                                                   impact where most relevant.



8 Microsoft advertising: Email solutions                                                                                                                                                   9
 Chapter 4            Case study 1




Quickfire
promotion
turns heads                                                                                                                                                     “The emails had all of




for Springfield
                                                                                                                                                          the hoped-for results, building the
                                                                                                                                                         brand with young people and driving
                                                                                                                                                           sales for the new collection. The
                                                                                                                                                         campaign was turned around quickly
                                                                                                                                                          and easily and represented a great
                                 An attention grabbing Microsoft Offers email campaign proved        message, the email promotion invited                        return on investment.”
                                 the perfect catwalk for Spanish fashion label Springfield. Turned   women to register for the chance to win a                 VicTOriA AbAD cALVO,
                                 around rapidly to meet client objectives, the campaign reached      trip around Europe and invite three friends                 Marketing manager,
                                 over 50,000 Windows Live Hotmail subscribers, building brand        to register alongside them. In this way, the                   Springfield
                                 awareness and ongoing dialogue with women aged 25 to 35.            campaign built brand loyalty and provided a
                                 The creative approach used the chance to win a trip around          platform for ongoing dialogue at the same time as
                                 Europe to engage the target audience, build the Springfield         raising awareness of the new collection.
                                 brand’s awareness and drive purchase consideration for
                                 Springfield’s new collection.                                       results
                                                                                                     The campaign delivered on all client objectives:
                                 Creative solution                                                   Email open rate:        12.6 %
                                 Using Springfield’s provocative “La conquista de las Mujeres”       click-through rate:     19.4 %


10 Microsoft advertising: Email solutions                                                                                                                                                11
 Chapter 4            Case study 2




Cellcast calls up
new audiences
with targeted
mobile offers
                                 The ability to target Microsoft Offers campaigns at both new     results:
                                 and established audiences helped Cellcast Media to establish     A compelling offer and bold targeting paid off: the click-
                                 a broader market within Belgium for its downloads of mobile      through rates for both categories in Cellcast’s campaign were
                                 phone ringtones, logos and videos.                               around 20 per cent higher than European averages.
                                                                                                  Music and Video:
                                 Creative solution                                                Opens:                     7,194
                                 Cellcast Media designed its offer of free mobile downloads to    clicks:                    4,023
                                 appeal to an audience of young music lovers, reached through     click-through rate:        55.92%
                                 Microsoft Offers’ Music and Video category. By adding further    Music and books:
                                 reach through the Music and Books category, the company          Opens:                     5,105
                                 was able to expand its market – and establish the relevance of   clicks:                    2,403
                                 its product offering to a broader audience.                      click-through rate:        47.1%


12 Microsoft advertising: Email solutions                                                                                                                         13
 Chapter 4            Case study 3




Microsoft Offers
catches the
moment for
Snapfish
                                 Rapid turnaround, precise targeting and mass reach combined       action, impactful subject lines and a compelling offer, this
                                 to hook consumers with a New Year offer from Snapfish.            targeted creative delivered open rates of over 30 per cent in
                                 The Hewlett Packard-owned business, which enables                 some cases.
                                 photographers to share their pictures instantly whether taken       “The process of running an email campaign across a few
                                 with a digital or film camera, achieved click through rates       markets took some organising,” said a Snapfish spokesperson.
                                 of over 5 per cent with a campaign that reached across four       “We are very satisfied with the speed at which things were turned
                                 European markets.                                                 around, and the performance of the campaign. This is the second
                                                                                                   campaign that we have run with Microsoft Advertising and we
                                 Creative solution                                                 would definitely consider another in the future.”
                                 The mass reach of the Windows Live Hotmail subscriber base
                                 provided Snapfish with exposure to over 1 million consumers       Key results:
                                 across the UK, Germany, Netherlands and Belgium. Fun,             When targeting the home and family segment in The
                                 unobtrusive creative was targeted at the interests of Hotmail     Netherlands:
                                 users in different categories, including Gifts, Photography and   Open rate:           31.8%
                                 Recommendations and Offers. Combined with large calls to          click-through rate: 5.6%


14 Microsoft advertising: Email solutions                                                                                                                              15
 Chapter 4            Case study 4




immoweb
gets holidays
launch moving
on email
                                 Microsoft Offers emails handed Belgian real estate website
                                 Immoweb the keys to a new audience of younger holiday
                                 renters, driving significant growth in traffic to the site.       Key results:
                                                                                                   Immoweb’s analysis showed a significant uplift in traffic to the
                                 Creative solution                                                 new holidays section of the site, following the email campaign.
                                 Immoweb built on previous Microsoft email campaigns with a        The uplift attributable to email outweighed that of any other
                                 branding message that stressed its new holiday renting service.   marketing element in the product launch.
                                 Microsoft Offers provided accurate targeting of the holidays
                                 market, including younger audiences who were previously           Open rate:                   28.0%
                                 unfamiliar with the Immoweb brand.                                click-through rate:          24.1%



16 Microsoft advertising: Email solutions                                                                                                                             17
 Chapter 4            Case study 5




newsletters
prove perfect
networking
tool for
                                                                                                                                                            “Our business profitability
                                                                                                     results                                            depends on gaining leads and one
                                                                                                     reaching the key audience                                 of the main channels is
                                                                                                     Over the last year, Quecursar’s emails           through subscribers. Microsoft Offers




Quecursar.com
                                                                                                     reached over 1 million jobseekers, with an           is a key tool in our campaigns
                                                                                                     astonishing open rate of over 30 per cent                to reach our objectives”.
                                                                                                     and click-through rates of up to 20 per cent
                                                                                                     for the best performing newsletters.                 ANTONiO MArTíNEz LUis,
                                                                                                     buiding a network                                    Director Ejecutivo, Quecursar
                                                                                                     The number of Quecursar subscribers increased
                                 Regular email newsletters through Microsoft Newsletters proved      by 30,000 over the course of the year.
                                 the perfect recruitment driver for Quecursar.com, transforming
                                 the site into one of the fastest-growing networks for jobseekers    Key results summary:
                                 in Spain.                                                           Emails delivered since January 08:   1,033,700
                                                                                                     Opens:                               331,574
                                 Creative solution                                                   Open rate:                           32.08%
                                 Quecursar.com compiles relevant information, news and articles      click-through rate:                  15.15%
                                 for subscribers seeking new jobs or fresh career development.       Unsubscribes:                        0
                                 With the site’s business success dependent on building              top performing newsletter:
                                 subscriber numbers, Quecursar.com turned to Microsoft               Opens:                               11,176
                                 Newsletters to target its stories at those most interested in the   Open rate:                           36%
                                 service, raise awareness and build a subscriber base.               click-through rate:                  19.9%


18 Microsoft advertising: Email solutions                                                                                                                                                 19
Contact
information
For more information on making the most of email
advertising, including rates and specifications, contact
your local market representative or visit
advertising.microsoft.com/europe

Microsoft offers
Direct offers, with guaranteed delivery to the inboxes of
your target audience. Rates are charged per thousand
email addresses.

Microsoft newsletters
Access to your target audience through Windows Live
Hotmail, for an annual or six-month period. Designed
for you to deliver your own email newsletters at the
frequency you choose.

advertising in Microsoft emails
With high click-through rates, and a mass-reach, opt-in
audience, Microsoft’s channel-specific newsletters offer
one of the most cost-effective means available to deliver
key brand messages to your target audience.