Email Content, Segmentation & Growth Strategies (ad:tech sydney 2009)
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Email Content, Segmentation & Growth Strategies (ad:tech sydney 2009)

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ad:tech sydney - 10 March 2009....

ad:tech sydney - 10 March 2009.

Email Content, Segmentation & Growth Strategies.

Panel Leader - Adam Franklin (Bluewire Media)

Panellists - David Smerdon (Vision 6), Matthew Raumer (Stockland) & Luke Hilton (Dick Smith)

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Email Content, Segmentation & Growth Strategies (ad:tech sydney 2009) Presentation Transcript

  • 1. Email Content, Growth & Segmentation Strategies Acquisition, Retention & Growth
  • 2. Acquisition enews registration process 1. User locates the register area on the website 2. Register for the enews via a web form 3. Thank you for registering page appears 6. User receives their first automated welcome email 5. User hits confirm and are directed to a confirmation page 4. The subscriber receives a confirmation email
  • 3. Step 1. First email Step 2. Registration web form Step 3. Thank you page with ‘refer a friend’ link
  • 4.
    • Step 4. ‘Refer a friend’ web form
    Step 5. Thank you page Step 6. Friends email
  • 5.
    • Clearly identify customer expectations and why email?
    • Implement a dedicated enews registration process
    • Audit your existing assets and think laterally about how you can acquire new contacts
    Acquisition ‘ take home’ summary
  • 6. Case Study - Retention Keeping your prospects engaged via email 4 Rules of thumb Live. Work. Shop. Invest
  • 7. Retention The Purchase Cycle & Electronic Direct Mail (EDM) Online Registration Purchase with Stockland Re-purchase investment property EDMs 1. Database purchase 2. Referral emails EDMs 1. Welcome note 2. Targeted product messaging EDMs 1. Thank you note 2. Post-purchase service + product messaging Case Study : Apartment purchase with Stockland Pre-purchase (3-9 months) Post-purchase (1-10 years)
  • 8. Retention Rule 1: EDM Creative Layout
    • Points to consider
    • Email notification description
    • Identifiable Sender name
    • Personalisation
    • Menu
    • Emotional connections through images
    • KISS
  • 9. Retention Rule 2: Segmentation & Relevance
    • Example Segmentation
    • Investment EDM
    • <$600k
    • $600-750k
    • >$750k
  • 10.
    • 3. Communications Plan & Sales Buy-in.
      • Combination of promotions
      • Newsworthy stories & buy-in
    • 4. Part of the Promotional Mix
      • EDMs don’t work in isolation
      • Link with website and other tactics
    Retention Rules 3 & 4
  • 11. Retention Take Home message: 4 Rules of thumb
    • EDM Creative layout (KISS)
    • Segmentation & Relevance of content
    • Communications Plan & Sales Buy-in – combination of promotions & newsworthy stories
    • Part of the Promotional Mix
    Case Study : Apartment purchase with Stockland
  • 12. Case Study - Growth Send to friend initiatives Dicksmith.com.au
  • 13.
    • Opt-in form with minimal capture on all pages
    • Capture of email with every purchase
    • Exclusive offers for email marketing members
    • Include a “Send to friend” mechanic for viral spread
    • Choose prizes based on consumer buzz e.g. the iPhone
    • Competitions, competitions and more competitions
    How has Dick Smith grown their database?
  • 14. Send to friend initiatives
    • Banner Ad
    • Landing Page
    • Web Confirmation
    • Send to Friend email
  • 15.
    • Results
    • 8,502 Entries
    • 3,708 Send to Friends
    • Send to Friend form
    • Web Confirmation
    • Send to Friend email
  • 16. Top 3 Take Home Messages
    • Build loyalty through pushing exclusivity e.g. Competitions, competitions, competitions
    • Mine your data
      • Who are your VIP’s?
      • Which customers are engaged?
      • Send relevant targeted emails
    • Include a “Send to Friend” mechanic!