eCommerce Expo: The Secret Power of the Unopened Email: Why the inbox is the unsung hero of online sales

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Alchemy Worx CEO Dela Quist's presentation from Ecommerce Expo at London Olympia 2nd October 2013

Alchemy Worx CEO Dela Quist's presentation from Ecommerce Expo at London Olympia 2nd October 2013

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Transcript

  • 1. The secret power of the unopened email: why the inbox is the unsung hero of online sales Dela Quist: CEO Alchemy Worx @delaquistuk.linkedin.com/in/delaquist
  • 2. Why Listen To Me?
  • 3. Anyone Without An Email Address Is The Digital Equivalent of Homeless
  • 4. Merkle View from the inbox 2011 Stop Conversing Start Selling
  • 5. Email Is The Work Horse: Facebook Sends More Email Than anyone Else In The World But Very Few People Use Their Email Service So They Are Reducing Socials Oxygen Supply
  • 6. Most Brands Reach More Qualified Customers & Prospects Via Email Than TV
  • 7. How Many Should You Send?
  • 8. Fear & Self Loathing In Email Marketing
  • 9. No She Isn’t My Daughter!
  • 10. Fear And Self Loathing Is Why We Are Obsessed With Best Practice
  • 11. Dela Quist: CEO Alchemy Worx
  • 12. What Are Customers Really Like?
  • 13. How engaged is engaged? Understanding the nature of engagement is key to email marketing success.
  • 14. Being on the list is an expression of interest
  • 15. No Email = No Engagement
  • 16. Demand Response Marketing (Giving You What I think You Want) V Demand Generation Marketing (Making You Want What I have)
  • 17. Our Obsession With Open & Click Rates Is Making Us Blind To The Data
  • 18. Expedia
  • 19. The Open Rate Paradox Data from EDS Analyst
  • 20. Email Drives Sales
  • 21. The Direct Effect
  • 22. Email Drives Sales In Other Channels
  • 23. Email Drives Sales In Other Channels
  • 24. Email Drives Sales In Other Channels
  • 25. The Nudge Effect Subject Lines Influence Non-Openers Too
  • 26. The Nudge Effect
  • 27. BRANDING = Reach Frequency Impact Email should be the primary means by which someone you already know, visits your site or interacts with your brand online. Database Size Send Frequency Subject Lines Offer & Creative Data Segmentation OrderofImportance
  • 28. RFI - Measuring Success
  • 29. The Power of One: Unique Opens Drive Results
  • 30. Open Reach mailings mailings
  • 31. The (Un) Crowded Inbox
  • 32. Purchase From Time Of Deployment
  • 33. No Long Term Messaging Strategy For SL’s
  • 34. Long Term Messaging Strategy For SL’s
  • 35. Long Term Messaging Strategy For SL’s
  • 36. Thank You & Stay in touch www.alchemyworx.com @alchemyworx linkedin.com/company/alchemy-worx www @delaquist uk.linkedin.com/in/delaquist alchemyworx.com/delaquist_ebook dela@alchemyworx.com