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Dave Smerdon | EMSA 2010
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Dave Smerdon | EMSA 2010

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Creative ideas to add a touch of flair to your email marketing strategy …

Creative ideas to add a touch of flair to your email marketing strategy

This session will address one of the biggest challenges faced by email marketers - How to make your email stand out in an overcrowded inbox? We will show you how to take your email marketing to the next level by being creative and adding flair and individuality/excitement to your email marketing strategy. This session will specifically cover: SMS, automation, conditional content and special promotions.


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  • List 5 companies that do it well (palm cards)
  • 3 examples or boring industries and content that could be interesting
    Use elance
  • Hotel example + conversion from the couch
  • Transactional emails
    List other items in this email on palm cards
    Abandoned shopping carts 45%
  • Wider conversation about segmentation.
    Dating service example
  • Shoes, lawyers (designers)
  • Best FAQ from woot
  • Basic behavioural targeting example i.e. RACQ
  • Understand the context of your environment
  • Sorry we missed you email
  • Not being boring doesn’t necessarily mean flashy
  • Transcript

    • 1. Creative ideas to add a touch of flair to your email marketing strategy David Smerdon, Digital Strategist, Clemenger BBDO Brisbane
    • 2. Agenda • Fundamentals vs. flair • 15 ways to create flair
    • 3. How to win a Grand Final FUNDAMENTALS TALENT STRATEGY FLAIR
    • 4. FUNDAMENTALS TALENTSTRATEGY FLAIR
    • 5. 15 ways to create flair
    • 6. 1. Content
    • 7. 2. SMS
    • 8. Virtual SMS – “Text your email address to 04… to receive full details about this property” – Also triggers an email and SMS to the agent to follow-up
    • 9. 3. Automation
    • 10. Header Footer Introduction Conditional content based on favourite foods Latest menu 4. Conditional Content & Segmentation
    • 11. 5. Promotions
    • 12. 6. Design People ignore design that ignores people. FRANK CHIMERO
    • 13. 7. Language
    • 14. Design + Language = Personality
    • 15. 8. Anticipation http://woot.com/WhatIsWoot.aspx
    • 16. 9. Learn to share
    • 17. 10. Interaction
    • 18. 11. Behavioural targeting
    • 19. 12. Using an email / video combination
    • 20. 13. Events
    • 21. 14. Don’t be boring
    • 22. 15. Retaining unsubscribers
    • 23. Closing FUNDAMENTALS TALENT STRATEGY FLAIR