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The Internet offers companies the opportunity to market goods and services to more customers than ever before. Reaching these customers and developing their loyalty by delivering quality, convenience, price competitiveness, and the right products and services, begins with a solid emarketing plan. Whether you are making the move to emarketing or are already and emarketer, you will need to develop a plan, implement the plan, be accountable for actual results, and utilize metrics that help propel you towards e-business success. Gone are the days when venture capital flowed abundantly to dot-coms with interesting business models. The great dot-com shakeout has put ebusinesses under pressure to perform. Executives. | eMarketing Planning Accountability and eMetrics White Paper sponsored by Embellix Software Copyright 2000 Embellix Software 1 neagi CùpyrliínộlOOO.EiYieHiìt Table of Contents Introduction.1 Objectives of this White Paper.1 What is eMarketing Planning.2 eMarketing Plan and Your e-Business Model.3 Merchant Model.3 Auction Model.3 Manufacturer Model.3 Affiliate Model.4 Advertising Model.4 Infomediary Model.4 Subscription Model.4 Brokerage Model.4 Virtual Communities Model.4 Logistics Model.4 e-Business Models and eMarketing Planning.5 Preparing the eMarketing Plan.5 Overcoming Writer s Block Templates Help.5 Getting Through the Circular Process of Writing.6 Writing for Clarity Conciseness and Coherence.7 Providing the Right Analysis.7 Choosing an Appropriate Planning Time Horizon.10 Preparing Revenue Forecasts.10 What e-Budgets to Include .10 Towards Achieving Accountability.11 A Sampling of eMetrics.12 Conversion Metrics.12 Making Comparisons Campaign-to-Campaign.13 Making Comparisons Month-to-Month.14 More About Acquisition Costs.15 Frequency Duration Reach and Stickiness.16 Frequency.16 Duration.17 Reach.17 Stickiness.17 Combining Data to Create New Metrics.17 ROI and eMarketing Campaigns.18 Plan Test Predict and Measure E-Mail Campaign.19 Testing the Campaign.20 Predicting Results in Real Time.20 Measuring Final Results.23 e-Mail Churn Rate.24 Summary.25 Appendix.26 List of Exhibits.26 List of Formulas.26 Contributors .27 About Embellix Software.27 copyright 2000 Embellix Software i Ctìp rl jht 2000 Embeflix Introduction The Internet offers companies the opportunity to market goods and services to more customers than ever before. Reaching these customers and developing their loyalty by delivering quality convenience price competitiveness and the right products and services begins with a solid emarketing plan. Whether you are making the move to emarketing or are already and emarketer you will need to develop a plan implement the plan be accountable for actual .
