Using Email to Enhance Your Brand

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Presentation given at EMSA Conference, Gold Coast, Australia - 7 November 2008

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  • Using Email to Enhance Your Brand

    1. 1. Using email to enhance your brand Presented by Peter Luetjens – Interactive Strategist, BCM
    2. 2. Using email to enhance your brand <ul><li>The role of email in branding </li></ul><ul><li>Enhancing brand perception – via relationship and content </li></ul><ul><li>Enhancing brand recognition – via smart branding </li></ul><ul><li>The future of email and impact of mobile </li></ul>
    3. 3. What is a brand? <ul><li>A brand is not a logo </li></ul>
    4. 4. What is a brand? <ul><li>A brand is not an identity </li></ul>
    5. 5. What is a brand? <ul><li>A brand is not a product </li></ul>
    6. 6. What is a brand? <ul><li>It's a gut feeling! </li></ul><ul><li>Because… </li></ul><ul><ul><li>Brands are defined by individuals, not companies, markets or the public </li></ul></ul><ul><ul><li>People are emotional, intuitive beings who crave RELATIONSHIPS </li></ul></ul><ul><li>… perhaps you’re already thinking about how email impacts on this ‘gut feeling’ about your brand? </li></ul>
    7. 7. What do consumers look for in a brand? Are you already seeing how email impacts on these things?
    8. 8. The role of email in branding
    9. 9. Interlink
    10. 14. Unique benefit of email - relationship
    11. 15. Enhance brand perception – delight! <ul><li>Make it easy </li></ul><ul><li>Content </li></ul><ul><li>Value </li></ul>
    12. 16. Make it easy <ul><li>Sign-up </li></ul><ul><li>Give them something </li></ul>
    13. 22. Relevant content <ul><li>Segment </li></ul><ul><li>Quality and usefulness </li></ul>
    14. 23. Segment <ul><li>Prospects/clients </li></ul><ul><li>Product lines purchased </li></ul><ul><li>Average spend </li></ul><ul><li>Most recent visit </li></ul><ul><li>Demographics </li></ul><ul><li>Interest-based preferences </li></ul><ul><li>Open rate or CTR action rates </li></ul><ul><li>Acquisition Channels </li></ul><ul><li>Geography </li></ul>
    15. 24. Quality and usefulness
    16. 25. Add value
    17. 28. <ul><li>Beer fanatic (never bought wine!) </li></ul><ul><li>Beers specials/ stories </li></ul><ul><li>Frequency of purchase </li></ul><ul><li>Locality – staff profile? </li></ul><ul><li>Instead… I think I will unsubscribe! </li></ul>
    18. 29. Enhance brand recognition
    19. 30. EMSA 2008 - Australia’s Only Dedicated Email Marketing Summit November 6 th – 7 th , Royal Pines Resort, Gold Coast
    20. 32. The future Substantial Person-to-Person Communication Email Broadcast Twitter, Blogs Discussion Forum, Blogs Business Events, CRM
    21. 33. http://www.internetevolution.com/ &quot;Which medium do you foresee as your primary mode of communication and messaging on the Internet in five years?&quot; How will you interlink with new communication tools?
    22. 34. http://www.internetevolution.com/ Messaging Preference by Age Group Are you prepared for the mobile revolution?
    23. 35. <ul><li>Ensure email is interlinked into your communications strategy to best enhance your brand </li></ul><ul><li>Harness the power of email relationships by delighting recipients </li></ul><ul><ul><li>Make it easy </li></ul></ul><ul><ul><li>Relevant content </li></ul></ul><ul><ul><li>Add value </li></ul></ul><ul><li>Consider email’s place in future online communication </li></ul><ul><ul><li>And don’t forget about mobile! </li></ul></ul>In summary…
    24. 36. Thank you! <ul><li>Any questions </li></ul>

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