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


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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)

Published in: Technology, Business
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  • Email Content, Segmentation & Growth Strategies (ad:tech sydney 2009)

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