Nigerian scammers – Dear Mr Sir, we congratulate yourself on your $1,000,000 pound inheritrence!!!!!
Russian brides – I be good to see you
Indian web development companies
20% off MBA degree certificates
Add 2cms to your penis!
BUT many large brands are realising the benefits of legitimate email marketing
Why direct makes sense “ Myer will this year spend more on direct marketing to its Myer One customers than all of its other advertising put together, according to Chief Executive Bernie Brookes”
We’re in a time of microscopic accountability “ I know at least half of my advertising is wasted I just don’t know which half” Henry Ford
Balancing your ROI in tough times
Mass media – TV, radio, print
Constructed by professionals
Targeting new prospects & some existing customers
Constructed in-house / DIY solution
100% targeted to EXISTING customers + ‘flytrap’ web traffic to grow databases
Q: Will encouraging your existing customers to spend more money, more often improve your ROI?
More relevant dialog more often = deeper customer relationships and a more profitable, loyal customer base
Is your business in e-denial?
5 list growth tips
1. Best practice enews registration 1. User locates the register area on the website 2. Register for the enews via a web form 3. Thank you for registering page appears 6. User receives their first automated welcome email 5. User hits confirm and are directed to a confirmation page 4. The subscriber receives a confirmation email
2. Re-contact & send to friend Step 1. First email Step 2. Registration web form Step 3. Thank you page with ‘refer a friend’ link
Step 4. ‘Refer a friend’ web form
Step 5. Thank you page Step 6. Friends email
3. call centre / in-store registration
4. Acquisition via receipts
5. Audit your existing assets
Transactional emails Often a missed opportunity
Transactional emails can give you permission to converse
What are they?
Any communication that forms part of the sales process i.e. confirmation email for subscribing to a newsletter, booking confirmations or a receipt email from an online purchase
Transactional emails get through more spam filters because they consist of important customer information
“ Transactional email offers the highest open and click-through rates of any type of email – 70% open rate for transactional email v 33% for opt in email” ¹ “ Less than 1% of email marketing funds industry wide are spent on transactional emails” ² Source: 1. Harte-Hanks metrics, 2005 2. JupiterReasearch, “E-mail Model” November 2005
Advertising is working hard to get new leads But the conversion engine is letting the team down…
Apple's iTunes Transactional e-mail receipts contain three "if you liked this, you'll also like" recommendations, an approach that turns a cost center into a profit center Clickz 5 th October 2007
What is Lifecycle Marketing?
Lifecycle Marketing is the evolution of the broadcast email
Moving from one list to segmented lists to deliver the right message to the right person at the right
Basic Lifecycle Marketing can be as simple as;
An SMS when your dry cleaning is ready
Email reminder of your dentist check-up
Email receipt or thank you for your purchase
Triggered campaigns leading up to a holiday Capitalising on the holiday emotion
Questions? Contact: David Smerdon [email_address] Ph. 07 3123 5005