Writing Emails for Success Presented by Rebecca Johnson Data & Direct Strategist, BCM

The media landscape is changing

Social media is more than a passing fad Source: Nielsen Online Australian Internet and Technology Report’

Technology is shifting the paradigm

Consumers are leveraging each other and their opinions to determine who to ‘trust’ Consumers trust dialogue with their peers Ranking of “Trusted” Sources of Information 0% 20% 40% 60% 80% 100% “ I trust:” Source: NACTAS Q3 2006 Media & Marketing Online Survey Recommendations from friends/family Ads on mobile phones Web banner ads Search engine ads Branded Web sites Ads in magazines Ads on radio Ads on TV Ads in newspapers Requested email updates Consumer opinions posted online

What does the future hold?

Australian Generational Segments

What does this have to do with writing effective email copy? Everything!

What does this have to do with writing effective email copy?

Everything!

Planning for direct communication online Permission Relevance Simplicity Consistency Extension Email can be used as the glue that synthesises all communication

Permission

Relevance

Simplicity

Consistency

Extension

Permission and data are crucial

Be clear on objectives

Do your research

Content is king - Subject line - User experience - Get to the point - Know the features, promote the benefits - What’s in it for the reader?

- Subject line

- User experience

- Get to the point

- Know the features, promote the benefits

- What’s in it for the reader?

Test, test and test some more

Permission is critical Clear, simple call to action with one objective in mind - permission

A personal appeal Email landing page

Email landing page

Simplicity is key Plain and simple language Straightforward design with balance of text to image Clear call to action in both text and image formats Consistent messaging carried through to custom landing page

Plain and simple language

Straightforward design with balance of text to image

Clear call to action in both text and image formats

Consistent messaging carried through to custom landing page

Consistent messaging carried to landing page

Pulling together to extend your messaging

Examples of Message Extension

Extended Personalisation Additional data capture opportunity

Additional data capture opportunity

In summary Media landscape is changing Permission and data are crucial Be clear on objectives Do you research Content is king - Subject line - User experience - Get to the point - Know the features, promote the benefits - What’s in it for the reader? Test, test and test some more Leverage your communication assets to extend your messaging

Media landscape is changing

Permission and data are crucial

Be clear on objectives

Do you research

Content is king

- Subject line

- User experience

- Get to the point

- Know the features, promote the benefits

- What’s in it for the reader?

Test, test and test some more

Leverage your communication assets to extend your messaging

Thank you! Any Questions

Any Questions