3di – how do we fit in? permission marketing overview using permission marketing email marketing - statistics elements of a successful email campaign case studies integration with other online or DM activities recommendations topics

3di – how do we fit in?

permission marketing overview

using permission marketing

email marketing - statistics

elements of a successful email campaign

case studies

integration with other online or DM activities

recommendations

who are we 3d interactive is a team of people who passionately believe that the future of marketing and advertising is in the mediums that provide interactivity interactive media sales network - representing Australasia's premium interactive media properties championing 1-to-1, permission marketing solutions to advertisers, marketers and media owners online data marketing specialists mission statement: “ To represent a network of Australasia's premier permissioned databases, fixed and mobile websites, and be at the forefront of interactive advertising opportunities.”

3d interactive is a team of people who passionately believe that the future of marketing and advertising is in the mediums that provide interactivity

interactive media sales network - representing Australasia's premium interactive media properties

championing 1-to-1, permission marketing solutions to advertisers, marketers and media owners

online data marketing specialists

mission statement:

“ To represent a network of Australasia's premier permissioned databases, fixed and mobile websites, and be at the forefront of interactive advertising opportunities.”

our clients

the consumer can, ... and is, controlling: who what when where and ... how much control to the consumer

the consumer can, ... and is, controlling:

who

what

when

where

and ... how much

consumers LOVE it control to the consumer

consumers LOVE it

...and they listen

...and they listen

key benefits: pull marketing targeting timing relevance and ... how often permissioned data marketing

key benefits:

pull marketing

targeting

timing

relevance

and ... how often

spam act 2003 consent permission opt-in / opt-out identify where sent from why receiving contact details unsubscribe ability to opt - out

consent

permission

opt-in / opt-out

identify

where sent from

why receiving

contact details

unsubscribe

ability to opt - out

email usage the number of marketing emails sent by U.S. retailers and wholesalers this year will hit 158 billion and grow 63% to 258 billion in 2013. - Forrester's US Email Marketing Volume Forecast (2008) more than 90% of internet users between 18 and 72 said they send and receive email, making it the top online activity just ahead of search engines,- Pew Internet and American Life Project (Feb 2009) The only other activity to even approach e-mail's popularity on the internet - is using a search engine to find information.

the number of marketing emails sent by U.S. retailers and wholesalers this year will hit 158 billion and grow 63% to 258 billion in 2013. - Forrester's US Email Marketing Volume Forecast (2008)

more than 90% of internet users between 18 and 72 said they send and receive email, making it the top online activity just ahead of search engines,- Pew Internet and American Life Project (Feb 2009)

email usage consumer nearly 25% of Internet users surveyed said they were most likely to check their email upon waking. - AOL/Beta Research Corporation (June 2008) more than 33% said they checked throughout the day. - AOL/Beta Research Corporation (June 2008) more than 70% employed respondents also said they checked their personal email at work - and nearly one-third said they did so more than three times a day. - AOL/Beta Research Corporation (June 2008) nearly 70% of respondents said they had multiple email accounts. - AOL/Beta Research Corporation (June 2008)

nearly 25% of Internet users surveyed said they were most likely to check their email upon waking. - AOL/Beta Research Corporation (June 2008)

more than 33% said they checked throughout the day. - AOL/Beta Research Corporation (June 2008)

more than 70% employed respondents also said they checked their personal email at work - and nearly one-third said they did so more than three times a day. - AOL/Beta Research Corporation (June 2008)

nearly 70% of respondents said they had multiple email accounts. - AOL/Beta Research Corporation (June 2008)

email brand awareness and sentiment email marketing increases brand awareness by 9% during the launch of a new product. - Unilever, eCircle and GfK (2008) 54% of respondents in a consumer survey said they had a more favorable opinion of the companies that send them email. - Epsilon (Oct 2008) 57% of consumers feel they have a more positive impression of companies when they receive email from them. - Epsilon "Branding Survey" (Feb 2009)

email marketing increases brand awareness by 9% during the launch of a new product. - Unilever, eCircle and GfK (2008)

54% of respondents in a consumer survey said they had a more favorable opinion of the companies that send them email. - Epsilon (Oct 2008)

57% of consumers feel they have a more positive impression of companies when they receive email from them. - Epsilon "Branding Survey" (Feb 2009)

email brand awareness and sentiment consumers are growing more accustomed to offers from companies they trust and seem to appreciate the relationship. No less than 84% of respondents said they like receiving email from companies with whom they register, because even if they don’t always read the message, it’s good to know the information or offer will be there when they’re ready. this response rate is up significantly from 69% in the 2005 study. - Epsilon "Branding Survey" (Feb 2009)

consumers are growing more accustomed to offers from companies they trust and seem to appreciate the relationship. No less than 84% of respondents said they like receiving email from companies with whom they register, because even if they don’t always read the message, it’s good to know the information or offer will be there when they’re ready.

this response rate is up significantly from 69% in the 2005 study. - Epsilon "Branding Survey" (Feb 2009)

email campaigns - results 44% of email users said email inspired at least one online purchase and 41% said it prompted at least one offline purchase. - JupiterResearch's The Social and Portable Inbox (2008) 66% of those surveyed said they had made a purchase because of a marketing message received through email. - ExactTarget, "2008 Channel Preference Survey" (2008) as a direct result of receiving email, 71% of respondents researched a specific offer online. - Epsilon (Oct 2008) email marketing increases brand awareness by 9% during the launch of a new product. - Unilever, eCircle and GfK (2008) Source for all email statistics – emailstatcentre.com (downloaded 21/7/09)

44% of email users said email inspired at least one online purchase and 41% said it prompted at least one offline purchase. - JupiterResearch's The Social and Portable Inbox (2008)

66% of those surveyed said they had made a purchase because of a marketing message received through email. - ExactTarget, "2008 Channel Preference Survey" (2008)

as a direct result of receiving email, 71% of respondents researched a specific offer online. - Epsilon (Oct 2008)

email marketing increases brand awareness by 9% during the launch of a new product. - Unilever, eCircle and GfK (2008)

Source for all email statistics – emailstatcentre.com (downloaded 21/7/09)

email performance – results AU results to clients own database: unique Click Through Rates - Vision6 (2008) H1 2007 - 4.3% H2 2007 - 4.2% Click Through Rate Relative to Open Rate - Vision6 (2008) H2 2007 - 20.3% Q4 - 2006 Unique Open Rates - 22.40% Unique Click-Through Rates - 4.40% Deliverability Rate - 86.79% tuesday was the day with the highest open and click through rates. - Vision6 (2008)

results to clients own database:

unique Click Through Rates - Vision6 (2008) H1 2007 - 4.3% H2 2007 - 4.2%

Click Through Rate Relative to Open Rate - Vision6 (2008) H2 2007 - 20.3%

Q4 - 2006 Unique Open Rates - 22.40% Unique Click-Through Rates - 4.40% Deliverability Rate - 86.79%

tuesday was the day with the highest open and click through rates. - Vision6 (2008)

www.emailstatcentre.com

www.emailstatcentre.com

email advertising - australia Source: BRW – Australian Online Advertising Trends 2008 2007 2008 % Currently use Increased spend % budget increased plan to increase % budget plan to increase plan to start using* Email marketing 54 59 41 64 34 39 Online directories 52 40 41 31 35 27 Paid search 51 59 57 57 53 40 Display 46 56 42 52 40 27 Search engine optimisation 43 39 46 44 37 40 Online classifieds 22 41 26 41 25 15 Social networking 16 71 62 36 29 13 Affiliate marketing 14 33 15 33 27 22 Online video 12 70 80 60 44 10 Mobile marketing 9 46 33 62 23 8

targeting capabilities personalisation age gender postcode interest categories occupation day of week/ time of day customer acquisition

personalisation

age

gender

postcode

interest categories

occupation

day of week/

time of day

respondents Source – Australian Lifestyle survey 18.1

targeting those (email only): associated with ANZ – 44,004 members associated with Commonwealth – 72,696 members associated with National Australia Bank – 35,096 members associated with Aussie Mortgage/ Aussie Home Loans – 1,074 members considering shares, Self Managed Super Funds (DIY), investment property loan – 71,194 members considering a first home loan – 21,122 members hold a current credit card limit between $5,000 - $10,000 - 35,252 members never pay credit card limit in full – 20,496 members have either an American express, or MasterCard – 68,304 members who would consider changing credit cards or taking out a new card on addition to existing cards – 15,867 members FD Solutions – snapshot profile Source – Australian Lifestyle survey 18.1

targeting those (email only):

associated with ANZ – 44,004 members

associated with Commonwealth – 72,696 members

associated with National Australia Bank – 35,096 members

associated with Aussie Mortgage/ Aussie Home Loans – 1,074 members

considering shares, Self Managed Super Funds (DIY), investment property

loan – 71,194 members

considering a first home loan – 21,122 members

hold a current credit card limit between $5,000 - $10,000 - 35,252 members

never pay credit card limit in full – 20,496 members

have either an American express, or MasterCard – 68,304 members

who would consider changing credit cards or taking out a new card on addition to existing cards – 15,867 members

best practices

best practices

relevant for in-house or 3 rd party list customer retention direct to inbox rather than waiting till consumer visits site integrate creative and offer with other elements of DM list selection data quality- remove hotmail domain, et al c omparison testing all elements of the email campaign important elements of an email campaign

relevant for in-house or 3 rd party list

customer retention

direct to inbox rather than waiting till consumer visits site

integrate

creative and offer with other elements of DM

list selection

data quality- remove hotmail domain, et al c omparison

testing

all elements of the email campaign

creative pending Goals – Images perform over text – sample personalisation Dear Mark – build the one-to-one relationship timing day of week/ time of day subject line think about the spam filters, make it “catchy” campaign support website, call center, database – expect immediate results important elements of an email campaign

creative

pending Goals – Images perform over text – sample

personalisation

Dear Mark – build the one-to-one relationship

timing

day of week/ time of day

subject line

think about the spam filters, make it “catchy”

campaign support

website, call center, database – expect immediate results

unparralled targeting ideal to tight targeted audience - sample direct response competition entries – sample charity – sample build a database – campaign increase targeted traffic to website – mass reach and high CTR go social the new viral medium – here’s how best uses of email campaigns

unparralled targeting

ideal to tight targeted audience - sample

direct response

competition entries – sample

charity – sample

build a database – campaign

increase targeted traffic to website – mass reach and high CTR

go social

the new viral medium – here’s how

delivered – 95% guarantee open rates unique click thru’s post click tracking pass alongs - viral reporting

delivered – 95% guarantee

open rates

unique click thru’s

post click tracking

pass alongs - viral

reporting follow up campaign email/phone/mailing

integrated DM campaign DAY 1 - EMAIL Supplying Phone Records Members who viewed email Open not completed Mail pack to members who open / clicked but did not successfully complete DAY 4 - EMAIL www.offer.com.au/success FOLLOW UP 1 FOLLOW UP 2 FOLLOW UP 3 Send to members who currently have insurance est. Est. CTR = 10% (guaranteed) CONSUMER INTEREST: OPENS EMAIL 3/10 CLICKS/RESENDS 6/10 REGISTER 10/10 SUCCESS ! CLICK WEBPAGES MEMBERS INBOX Resend to un-opens DATABASE www.offer.com.au

summary key benefits to consumer personal my personal details have been given relevance communication related to my declared interests anticipated “ I want to receive relevant offers to my interests!”

key benefits to consumer

personal

my personal details have been given

relevance

communication related to my declared interests

anticipated

“ I want to receive relevant offers to my interests!”

summary key benefits to advertisers permission - protects your brand personal - 1 to 1 Communication with your clients/potential = relationship environment - relevant to consumers interests highly targeted media - profile questions available for targeting responsive - CTR banner v email

key benefits to advertisers

permission - protects your brand

personal - 1 to 1 Communication with your clients/potential = relationship

environment - relevant to consumers interests

highly targeted media - profile questions available for targeting

responsive - CTR banner v email

sms “info” to: 0413 154 784 [email_address] permission to contact me:

Return almost double the open rate of hotmail some stats click-to-open rates (ctr) email sample ecommerce email ISP/Domain Open CTR AOL 14.4% 8.2% hotmail 24.8% 8.9% Yahoo! 23.5% 9.2% all other domains 40.9% 11.2% total 33.6% 10.9% variance: low-high 33.0% 6.4% Source: EmailLabs

recommendations – graphics v words Delivered % Opened % 87.7% 45.4% Clicks % 13.1% Delivered % Opened % 84.9% 58.0% Clicks % 26.8%

56% of clicks in first 48 hrs 59% of clicks in first 48 hrs 40.9% CTR

case study - targeting objective: generate quotes and package sales for selected Club Med Resorts in Asia-Pacific through 2 for 1 promotion raise awareness of new Club Med Bali resort through competition targeting: people aged 35-49 AND are considering a resort / All Inclusive holiday IN Asia or the Pacific Islands results: open rate over: 40% CTR over: 15%

objective:

generate quotes and package sales for selected Club Med Resorts in Asia-Pacific through 2 for 1 promotion

raise awareness of new Club Med Bali resort through competition

targeting:

people aged 35-49 AND are considering a resort / All Inclusive holiday IN Asia or the Pacific Islands

results:

open rate over: 40%

CTR over: 15%

case study – competition entries objective: generate sign up’s for the win a $10,000 floor promotion raise awareness of the Mountain Range species timer floor – promote the lighter timber floors targeting: females aged over 35 AND are home owners or considering purchasing a home OR members looking to do renovations in the near future results: open rate : 57.59% CTR : 29.80%

objective:

generate sign up’s for the win a $10,000 floor promotion

raise awareness of the Mountain Range species timer floor – promote the lighter timber floors

targeting:

females aged over 35 AND are home owners or considering purchasing a home OR members looking to do renovations in the near future

results:

open rate : 57.59%

CTR : 29.80%

case study - charity objective: to raise funds for women's cancer through The Cancer Council. to raise awareness and for women's cancer and get as many women involved the ‘Girls night in’ campaign. targeting: females aged 18 years+ in Victoria. This campaign was run via Cancer Council Victoria. results: open rate over: 23.00% CTR over: 13.00%

objective:

to raise funds for women's cancer through The Cancer Council.

to raise awareness and for women's cancer and get as many women involved the ‘Girls night in’ campaign.

targeting:

females aged 18 years+ in Victoria. This campaign was run via Cancer Council Victoria.

results:

open rate over: 23.00%

CTR over: 13.00%

build a permissioned database DATABASE

lower cost of permission marketing Source: IMT Strategies 2003 “ The Internet has removed the inhibitors of traditional marketing practices by reducing the financial constraints” * Creative and delivery costs have NOT been considered – and email wins here too return MEDIUM ASSUMPTION CONVERSION COST Web Banners $15 CPM 0.1% click-through rates & 10% conversion $150 Direct Mail $50 CPM 1% click-through rates & 10% conversion $100 Permissioned email $400 CPM 10% click-through rates & 10% conversion $40

social networks expands reach virally

email goes social – set up

social email

social email – recipients share

viral via social media

...of course reporting