With electronic direct marketing and email being used to greater effect, newer and more innovative techniques are being applied to push the boundaries of what this channel can deliver. eDM can be an easily misunderstood marketing function. Perhaps because email carries stigma from earlier times when email was pushy and interrupting. Perhaps messages in your inbox have been completely normalised to the point of being ignored because they are so common, or maybe emails have been created without professional design considerations. Whatever the case used to be, it isn’t so anymore. The digital landscape has changed and email hasn’t been sleeping. The following presentation outlines the basic elements of eDM's and why it is an important communication tool.

1. New Tricks for an Old Channel Paul Otness Senior Consultant - Digital Electronic Direct Marketing Breakfast Presentation 12 October 2011

2. What is eDM? Marketing Universe Marketing  Relationship marketing  Direct marketing  Online Marketing  Permission based marketing  Electronic direct marketing*  Micromarketing**

4. Planned and strategic

5. Complimentary to other marketing activities

6. Accountable and accurate

7. Efficient and manageable

9. New customers

10. New leads and lead conversion

11. Start dialogue

12. Refresh (relationships, messages, offerings)

13. Opportunities

15. Effective

16. Cheap

17. Engaging

18. Segmentable

20. More than 93% of online [consumers] are *subscribers

21. What (or who) is a *subscriber? “A subscriber is an individual who has decided to take the time to let an organisation know that they would like to be specifically and relevantly communicated with”

22. 88% of subscribers check email daily

23. Subscribers receive an average of 44 emails a day 25% are permission based

25. Don’t always want to ‘buy’ something

26. Don’t appreciate irrelevant messages

27. Allow themselves to be easily managed

29. Familiar

30. Interested (messages, brand, offerings)

31. Want to be known by you

32. Want you to know them

33. Asking for relevance

35. Secrets of success

37. Some – any of the above without doing all

38. Existing – what is it? Could it be better? Is it fine?

39. New – Great, an opportunity!

40. Reports and measurement – learn, grow, share

42. It is homogeneous within the segment (exhibits common needs)

43. It responds similarly to a market stimulus

48. Develop a strategy

49. Remain dedicated

50. Be friendly and honest

51. Ask, never demand