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Its not spam but are you cooking bacn | EMSA 2011
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Its not spam but are you cooking bacn | EMSA 2011

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It’s not Spam – but are you cooking bacn? (pronounced like bacon) …

It’s not Spam – but are you cooking bacn? (pronounced like bacon)

We all know about Spam and that we need to keep away from it, but what about Bacn? Bacn is considered to be the more legitimate cousin of Spam. The big difference is that at some point you did sign up for Bacn. The big question is do your recipients still want their Bacn?

Matthew Johnson, EDM Specialist, VISION6

Published in: Education, Sports, Business

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  • slides were eye-opening to me. I can definitely serve up better dished to my poor list! I'll bet this was a killer presentation in person...
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  • 1. It’s not Spam – but are you cooking bacon? Matthew Johnson EDM Specialist Vision6 EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 2. Bacon??? EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 3. 3 little pigs of email marketing Unwanted No consent EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 4. 3 little pigs of email marketing Unwanted Un-interested No consent Gave consent once EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 5. 3 little pigs of email marketing Unwanted Un-interested Wanted No consent Gave consent once Consent given EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 6. The moral of the storyPut time and effort into building solidrelationships with subscribers Come on in! EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 7. Bacon and your database1. Building your database the right way2. Collecting the right type of information in your database and then using it3. Keeping your database in shape so it continues to work hard for your business EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 8. Email the right people Made a general enquiry over email Purchased a holiday package Subscribed to receive promotional deals EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 9. It all begins with your databaseHow do I improve the open rateson this campaign? Open rates (%) 60 50 40 30 20 10 0 Email 1 Email 2 Email 3 Email 4 EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 10. Avoid purchased or rented listsNo relationship= poor results= spam complaints= damaged reputation= compromised future deliverabilityIt’s just not worth it! EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 11. Effective email list growth tactics EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 12. Focus on the right thingsBetween 20 – 30% of your database contacts willchurn each year • Don’t sacrifice quality for quantity • List growth must be aligned with your business objectives vs EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 13. Focus on the right thingsAfter 6 months, research suggests 60% ofsubscribers become in-active • Reactivating these people is very difficult • Focus energy on attracting the right people first and then keeping them engaged EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 14. Refer a friend initiatives• Leverage existing database as a source for growth• Remember to build relationships with new subscribers beyond the competition EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 15. Incentivised growth initiatives 60 days later EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 16. Build relationships EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 17. Build relationships“Great relationships are built on trust. Andtrust is gained by delivering on clearexpectations”• Provide a consistent experience• Set expectations around message frequency and content• Communicate the benefits (WIIFM) EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 18. Building relationships in action EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 19. Collect the right information• Keep it simple• Only ask for information you’ll use• Explain how providing more information will benefit the subscriber EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 20. Keep it simple EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 21. Ask nicely EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 22. Make it easy to provide info EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 23. And then use it EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 24. Build profiles across platformsCRM Website e-Commerce POS Email System EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 25. Maintain a clean database• Allow subscribers to easily update their profile• Run dedicated campaigns and surveys and incentivise for best results• Use preference centres for complex or infrequent campaigns EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 26. Some people will unsubscribeTop 3 reasons why people unsubscribe:• Emails came too frequently• Content became repetitive and boring• Receive too many emails EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 27. Make it easy to do so67% - Click the link to unsubscribe17% Delete emails as they arrive8% Click spam or junk button6% Nothing, just ignore the emails2% Setup a filter in my email program EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 28. Final thoughtWhat are you dishing up to your database? EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland
  • 29. Thank youMatthew Johnson – EDM Specialist mjohnson@vision6.com.au www.vision6.com.au EMSA 2011 | Innovation and Inspiration October 19 | Brisbane Powerhouse | Queensland