Writing emails for success


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

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  • So much has been written about the basics of successful email marketing. Consumer centricity, relevance, good content, compelling copy and continuous improvement. Today, I’d like to take a step further and address how to take email planning to the next level, and look at some of the changes that will affect how we as marketers write for leverage email in the near future. How to leverage current Direct Marketing best practices and knowledge and synthesise it with the paradigm shift in the way consumers interact and leverage technology to access their email (what defines relevant, best practices when communicating with the youth generation, what changes do 3G deliver to the way we communicate via email?) How to leverage (and anticipate) advances in technology to write and plan emails for success How these advances in technology will render what content remains personal and relevant and how you as a marketer can stay ahead of the curve. This session will take a look at what relevant and personal communication might look like in the near future, and how to apply changes in the way people are interacting with technology to writing successful emails.  
  • Writing emails for success

    1. 1. Writing Emails for Success Presented by Rebecca Johnson Data & Direct Strategist, BCM
    2. 2. The media landscape is changing
    3. 3. Social media is more than a passing fad Source: Nielsen Online Australian Internet and Technology Report’
    4. 4. Technology is shifting the paradigm
    5. 5. 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
    6. 6. What does the future hold?
    7. 7. Australian Generational Segments
    8. 8. <ul><li>What does this have to do with writing effective email copy? </li></ul><ul><li>Everything! </li></ul>
    9. 9. Planning for direct communication online <ul><li>Permission </li></ul><ul><li>Relevance </li></ul><ul><li>Simplicity </li></ul><ul><li>Consistency </li></ul><ul><li>Extension </li></ul>Email can be used as the glue that synthesises all communication
    10. 10. Permission and data are crucial
    11. 11. Be clear on objectives
    12. 12. Do your research
    13. 13. Content is king <ul><li>- Subject line </li></ul><ul><li>- User experience </li></ul><ul><li>- Get to the point </li></ul><ul><li>- Know the features, promote the benefits </li></ul><ul><li>- What’s in it for the reader? </li></ul>
    14. 14. Test, test and test some more
    15. 15. Permission is critical Clear, simple call to action with one objective in mind - permission
    16. 16. A personal appeal <ul><li>Email landing page </li></ul>
    17. 17. Simplicity is key <ul><li>Plain and simple language </li></ul><ul><li>Straightforward design with balance of text to image </li></ul><ul><li>Clear call to action in both text and image formats </li></ul><ul><li>Consistent messaging carried through to custom landing page </li></ul>
    18. 18. Consistent messaging carried to landing page
    19. 19. Pulling together to extend your messaging
    20. 20. Examples of Message Extension
    21. 21. Extended Personalisation <ul><li>Additional data capture opportunity </li></ul>
    22. 22. In summary <ul><li>Media landscape is changing </li></ul><ul><li>Permission and data are crucial </li></ul><ul><li>Be clear on objectives </li></ul><ul><li>Do you research </li></ul><ul><li>Content is king </li></ul><ul><li>- Subject line </li></ul><ul><li>- User experience </li></ul><ul><li>- Get to the point </li></ul><ul><li>- Know the features, promote the benefits </li></ul><ul><li>- What’s in it for the reader? </li></ul><ul><li>Test, test and test some more </li></ul><ul><li>Leverage your communication assets to extend your messaging </li></ul>
    23. 23. Thank you! <ul><li>Any Questions </li></ul>