Using email to enhance your brand Presented by Peter Luetjens – Interactive Strategist, BCM

Using email to enhance your brand The role of email in branding Enhancing brand perception – via relationship and content Enhancing brand recognition – via smart branding The future of email and impact of mobile

The role of email in branding

Enhancing brand perception – via relationship and content

Enhancing brand recognition – via smart branding

The future of email and impact of mobile

What is a brand? A brand is not a logo

A brand is not a logo

What is a brand? A brand is not an identity

A brand is not an identity

What is a brand? A brand is not a product

A brand is not a product

What is a brand? It's a gut feeling! Because… Brands are defined by individuals, not companies, markets or the public People are emotional, intuitive beings who crave RELATIONSHIPS … perhaps you’re already thinking about how email impacts on this ‘gut feeling’ about your brand?

It's a gut feeling!

Because…

Brands are defined by individuals, not companies, markets or the public

People are emotional, intuitive beings who crave RELATIONSHIPS

… perhaps you’re already thinking about how email impacts on this ‘gut feeling’ about your brand?

What do consumers look for in a brand? Are you already seeing how email impacts on these things?

The role of email in branding

Interlink

Unique benefit of email - relationship

Enhance brand perception – delight! Make it easy Content Value

Make it easy

Content

Value

Make it easy Sign-up Give them something

Sign-up

Give them something

Relevant content Segment Quality and usefulness

Segment

Quality and usefulness

Segment Prospects/clients Product lines purchased Average spend Most recent visit Demographics Interest-based preferences Open rate or CTR action rates Acquisition Channels Geography

Prospects/clients

Product lines purchased

Average spend

Most recent visit

Demographics

Interest-based preferences

Open rate or CTR action rates

Acquisition Channels

Geography

Quality and usefulness

Add value

Beer fanatic (never bought wine!) Beers specials/ stories Frequency of purchase Locality – staff profile? Instead… I think I will unsubscribe!

Beer fanatic (never bought wine!)

Beers specials/ stories

Frequency of purchase

Locality – staff profile?

Instead… I think I will unsubscribe!

Enhance brand recognition

EMSA 2008 - Australia’s Only Dedicated Email Marketing Summit November 6 th – 7 th , Royal Pines Resort, Gold Coast

The future Substantial Person-to-Person Communication Email Broadcast Twitter, Blogs Discussion Forum, Blogs Business Events, CRM

http://www.internetevolution.com/ "Which medium do you foresee as your primary mode of communication and messaging on the Internet in five years?" How will you interlink with new communication tools?

http://www.internetevolution.com/ Messaging Preference by Age Group Are you prepared for the mobile revolution?

Ensure email is interlinked into your communications strategy to best enhance your brand Harness the power of email relationships by delighting recipients Make it easy Relevant content Add value Consider email’s place in future online communication And don’t forget about mobile! In summary…

Ensure email is interlinked into your communications strategy to best enhance your brand

Harness the power of email relationships by delighting recipients

Make it easy

Relevant content

Add value

Consider email’s place in future online communication

And don’t forget about mobile!

Thank you! Any questions

Any questions