Creating Emails For Maximum Results - EMSA 2009

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Adam Franklin reveals his “secret formula for email marketing success” at EMSA – the Email Marketing Summit Australia.

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  • Blank screen & talk about my 1 st campaign. Learnt 2 brutal lessons. 1. Easy to Stuff Up 2. Most don’t read it. But I’ve made mistakes & learnt so Ill share that.
  • Last year’s presentation was about DESIGN this is about creating great content
  • Whitepaper in work book + 101 Tips
  • I’ve made mistakes, so you don’t need to be this guy!
  • Have you ever received one like this? Not very engaging is it?
  • Stick to your word. Or you’ll erode trust & lose engagement
  • Make it interesting for the user… or they’ll lose interest. Not engaged.
  • Of course you can’t be engaged when you can read it!
  • Hotmail is the biggest culprit..
  • 80% only see subject line. Give it attention it needs. Get the message across for the 80% who don’t open.
  • Mistakes – Dear Adam, WIIFM, Prizes, In This Issue
  • Send it around the office to check rendering, copy etc
  • Born from testing
  • Thought unsubscribes would increase, but reminder is appreciated!
  • KEY IS ENGAGING CONTENT --- but what is that? 3.7m viewers, highest rating show of year. More than Underbelly, AFL final, State of Origin, AFL final… REAL PEOPLE
  • Great way to deliver content in an interesting way
  • Link back to what real people find popular… STORY: when I got an iPhone
  • HOW about SELLING? Need to avert people losing interest after purchase!! Eg. After holidays
  • This is stuff that people FORWARD…!
  • MOST POPULAR link ever 50%+
  • Marketing speak vs. what people can understand…!
  • Turn to person next to you & tell them 1 THING you got out of that section. – 30 secs.
  • Email is about communication.. So is social – PERFECT MATCH..!
  • GAME Time. Stand up with Facebook, Twitter, Linked In, Blog, You tube, MySpace…. Last people standing get a wine.
  • Thank secret vines estate!
  • Check out vid on You Tube -- Facebook 4 th largest
  • If your content is engaging its perfect avenue for it to be shared!
  • Plus unsubscribes…. We even survey people when they unsubscribe
  • Turn to person next to you & tell them 1 THING you got out of that section. – 30 secs.
  • FUN PART
  • Sydney business consultant…
  • Car wash in Brisbane. Update Profile competition  Lambo day!
  • Great tool for listening
  • ask
  • observe
  • All marketers are keen for these 1-on-1 convos.
  • READ 60 sec intro
  • Don’t give expert advice
  • Keep it current – dedicate a resource, 2. Avoid text talk & appeal to a vast audience, 3. Spread the word..!
  • Get a personal
  • Story – Low cost initiative. Contra deal with a supplier…!!
  • If you enjoy, your readers will enjoy it with you. If not, engage a professional to help!
  • Creating Emails For Maximum Results - EMSA 2009

    1. 1. Creating Emails for Maximum Results Adam Franklin , Bluewire Media Ariana Hendry , Hypoxi Australia <ul><li>6 Mistakes to avoid </li></ul><ul><li>How to write engaging & fun content </li></ul><ul><li>How to harness social media </li></ul><ul><li>Hypoxi case study </li></ul>
    2. 2. Adam Franklin <ul><li>Bluewire Media </li></ul><ul><ul><li>Brisbane web design </li></ul></ul><ul><ul><li>Co-founder & MD </li></ul></ul><ul><ul><li> @Bluewire_Media </li></ul></ul>
    3. 3. <ul><li>www.BluewireMedia.com.au/EMSA2008 </li></ul>
    4. 5. <ul><li>It could be that the purpose of your life is only to serve as a warning to others! </li></ul>
    5. 7. Fibbing
    6. 8. ‘ Me’ copy
    7. 9. Image only
    8. 10. Broken
    9. 11. Neglected Subject
    10. 12. 2006 2009
    11. 13. Test, test, test…!
    12. 14. Part 1- Killer Subjects
    13. 15. 1 week later…
    14. 16. Part 2 – Engage with People
    15. 17. Interviews
    16. 18. Popular
    17. 19. Keep it real
    18. 20. Winners
    19. 21. Photos
    20. 22. ‘ 10 year old’ English
    21. 23. <ul><li>Killer Subject </li></ul><ul><li>+ People </li></ul>
    22. 24. Part 3 – Harness Social Media
    23. 25. Stand Up
    24. 26. Prize
    25. 31. Follow
    26. 32. Tweet
    27. 33. Update fans
    28. 34. Blog posts
    29. 35. <ul><li>Killer Subject </li></ul><ul><li>+ People </li></ul><ul><li>+ Social Media </li></ul>
    30. 36. Part 4 – Fun & Interactive Emails
    31. 37. Pet of the week
    32. 39. Listen
    33. 40. Surveys
    34. 41. Reports
    35. 42. Conversation
    36. 43. <ul><li>Killer Subject Line </li></ul><ul><li>+ People </li></ul><ul><li>+ Social Media </li></ul><ul><li>+ Fun = Email Marketing Success! </li></ul>
    37. 44. Ariana Hendry <ul><li>Hypoxi Australia </li></ul><ul><ul><li>Weight & cellulite loss </li></ul></ul><ul><ul><li>Co-founder & MD </li></ul></ul><ul><li>@Hypoxi_Australia </li></ul>
    38. 46. Expert advice
    39. 47. Txt talk
    40. 48. Success Story <ul><li>  </li></ul>
    41. 49. Press
    42. 52. 1 st 50 people
    43. 53. Guess the bum
    44. 54. Guess the bum HINT: Which Australian icon famously had a costume malfunction on the catwalk? 
    45. 56. Q & A
    46. 57. Enjoy Yourself!
    47. 58. Ariana Hendry – Hypoxi Australia [email_address] @HypoxiAustralia HypoxiAustralia HypoxiAustralia LinkedIn.com/in/ArianaHendry
    48. 59. Adam Franklin - Bluewire Media [email_address] @Franklin_Adam BluewireMedia BluewireMedia LinkedIn.com/in/AdamFranklin

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