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RESPONSE & CASE STUDY: WHY USE EMM'S PROMO
E-MAIL MARKETING?

Opt in e-mail marketing is more effective than traditional mediums of Radio TV and Print, or online banners and buttons in driving direct response and return on investment . The average response rate to a direct marketing campaign such as an insert in a magazine, is 0.1%. The average response rate to a well planned and executed opt in e-mail marketing campaign is 10% and can go much higher. That’s a hundred times more effective. The internet is one of the highest consumed media mediums in UK, Europe and the US and is a perfect marketing ground for those interested in entertainment and more specifically movies.

An opt in e-mail has so many attributes which make it more powerful than traditional media. It’s targeted: We can serve Movie Promo Mailers to the exact targeted audience requested. That may be men between 18 and 35 interested in action films, or to females with children interested in animation.

IT'S INTERACTIVE: The recipient can profile themselves further, request more in formation and interact with the MPM. It’s viral: The MPM can be passed on and referred at the click of a button to the recipients friends and colleagues driving the powerful Marketing tool of friend recommendation.

IT'S ADAPTABLE: We can change and adjust the MPM campaign on a daily basis to suit the marketing needs of the distributor.

IT'S ACCOUNTABLE: We can see each broadcast each open, each click and each referral, allowing total accountability for the marketer.

Movie Mailer

Stats: Sent: 60000, Open: 20052, Open rate: 34.2%,
Unique clicks: 5790

 
 

Web Visits ChartEffectiveness at driving web visitors - Ciao Consumer Surveys

Euro ChartInternet Top 10 Countries in Europe 2009 - Internet World Stats

 

See this excellent article below from the New York Times on how Fox Filmed Entertainment used the power of e-mail:

Financial Times 15-Sep-2005 By Aline van Duyn in New York

"If you're female or old, you probably will not have heard of it and almost certainly will not have seen it."

Yet Transporter 2 is a very important film. As well as setting a $20m record during its Labour Day opening weekend at the start of September, its success for Fox Filmed Entertainment was in large part due to internet marketing.

A day or so before the movie opened across the US, about 10m e-mails were sent out with an exclusive clip. The excerpt was of somebody being beaten up – and according to Tom Rothman, chairman of Fox Filmed Entertainment, "the click-through rates were pretty extraordinary".

"On the first weekend, we grossed more than the negative cost of the picture," he told investors this week.

Mr Rothman put much of this down to the 10m e-mails, which were sent by Intermix, the internet company which owns the popular community site MySpace.com and other web properties. Intermix was bought by News Corp, which owns the Fox, for $580m a few weeks before the release of Transporter 2.

Indeed, News Corp has spent over $1.5bn on internet properties in recent months, including gaming and entertainment site IGN Entertainment this week. "MySpace, IGN, these sites are bull's eye demographic partners for us," said Mr Rothman.

With many films aimed at a "young audience, male gamers, etc", Mr Rothman is bullish about the purchases which have catapulted News Corp's internet reach from about 20m monthly users to over 70m. Indeed, so far there are few critics of Rupert Murdoch's decision earlier this year to make the internet a priority for News Corp.

Having shunned the growing internet sector following losses made on investments in the late 1990s, he realised he could no longer ignore the strong growth in internet advertising and the growing use of the internet by the audience he is trying to reach, from newspaper readers to movie-goers. "News Corp was a little bit slow out of the gate, but recently they have made some very smart moves," said Kenneth Marlin, who advises companies on acquisitions. "In the near term one of the principal benefits is to leverage the ability to sell content and advertising on these sites." According to Doug Mitchelson, analyst at Deutsche Bank, the concentrated audience of young males is a demographic "harder to reach through traditional media". He said News Corp had now developed scale positions in internet sites covering entertainment, news and sports. "Remaining is tying the platform together with navigation, convenience and community features such as search, e-mail and blogging."

Mr Murdoch told his senior executives last weekend in Carmel, California, they must find ways to integrate their traditional publishing and broadcasting operations with News Corp's new internet assets. The company has set up a new group, called Fox Interactive Media, to manage the internet divisions.

Richard Greenfield, analyst at Fulcrum Global Partners, said it was unclear whether the internet acquisitions would create value for News Corp shareholders. However, he said it was positive that Mr Murdoch was willing to commit capital to the internet, which will be increasingly important to media companies. Indeed, News Corp is still in talks to buy other internet groups, including search company Blinkx. Meanwhile, young men – as a group the biggest users of the internet for media and entertainment – are being captured by News Corp. As well as getting them into movie theatres, the internet access recently acquired will boost DVD sales, a huge source of profits for News Corp. "This is what they call the beauty part," Mr Rothman said. "With no other added advertising, we will sell about 200,000 DVDs of Transporter 1 in the two weeks surrounding [Transporter 2]."

 
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