Unlock the brand potential of your email campaigns by @delaquist

Unlock the brand potential of your email campaigns! Presented By: Dela Quist, CEO Alchemy Worx

Alchemy Worx Clients

What difference?
B2B
B2C

Disclaimer: Permission is everything
Single
Double
Soft/Existing Customer

Attracting eyeballs is hard work!

It help to look through this end!

Reaching People costs £ $ €!
Nov 1998 - AOL buys Netscape for $4.2 Billion
Oct 1999 - excite@home Buys Blue Mountain Arts for $780 Million
Jul 2005 - News Corp buys MySpace for $580m
Dec 2005 – ITV buys Friends Reunited for £120m
Oct 2007 – Microsoft buys 1.6% stake in Facebook for $240m
Affiliates
Co-brand deals
Licensing
Natural Search
Paid search
TV Press Radio etc
Sponsorships
List Rental
Opt-in Email
Acquisition
Other

SEO Success or Email Failure?

Email should be the primary means by which someone you already know, visits your site, transacts with you or interacts with your brand online.
THE FIRST LAW OF EMAIL MARKETING IN A MULTI-CHANNEL WORLD

What are you trying to achieve? Higher open rates? Higher click rates? Relevance?

Relevance
Timing
Triggered messaging
Behavioural targeting
Current thinking dominated by DM techniques - RFM

In effect what we are trying to do is get everyone to open click and buy from every email they get from us by sending fewer and fewer messages!

But what about Branding?

Send More!

Branding is about influencing behaviour
Relevance and timing are about being influenced by behaviour

Opens and Clicks?

Basic Metrics

Weekly Open & Click Reach

Open and Click Rates/ Open and Click Reach

2008 2009 2010

Email – The Nudge Effect

Impact of Unopened Email on sales and traffic via other channels
Natural Search
Paid search
Affiliates
Bookmarks and typing in the url

Spent over €20 000 in last 12 months

Frequency

Reach & Frequency

Questions? Email-Worx: Weekly newsletter for email marketers Archive Subscribe Articles and blog posts by Dela Quist What to do about inactive subscribers Maximising ROI without overmailing – how to determine the right send frequency for your email campaigns Lies, Damn Lies and Statistics relating to Email The Nudge Effect in Email Marketing Forget Relevance it’s about value!

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Unlock the brand potential of your email campaigns by @delaquist

by J-P De Clerck

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Unlock the brand potential of your email campaigns by @delaquist Presentation Transcript