The secret power of the unopened
email: why the inbox is the unsung
hero of online sales
Dela Quist: CEO Alchemy Worx
@del...
Why Listen To Me?
Anyone Without An Email Address Is The
Digital Equivalent of Homeless
Merkle View from the inbox 2011
Stop Conversing Start Selling
Email Is The Work Horse: Facebook Sends More
Email Than anyone Else In The World
But Very Few People Use Their Email Servi...
Most Brands Reach More Qualified Customers & Prospects
Via Email Than TV
How Many Should You Send?
Fear & Self Loathing In Email Marketing
No She Isn’t My Daughter!
Fear And Self Loathing Is Why We Are Obsessed
With Best Practice
Dela Quist: CEO Alchemy Worx
What Are Customers Really Like?
How engaged is engaged?
Understanding the nature of engagement is
key to email marketing success.
Being on the list is an expression of
interest
No Email = No Engagement
Demand Response Marketing
(Giving You What I think You Want)
V
Demand Generation Marketing
(Making You Want What I have)
Our Obsession With Open &
Click Rates Is Making Us Blind
To The Data
Expedia
The Open Rate Paradox
Data from EDS Analyst
Email Drives Sales
The Direct Effect
Email Drives Sales In Other Channels
Email Drives Sales In Other Channels
Email Drives Sales In Other Channels
The Nudge Effect Subject Lines Influence
Non-Openers Too
The Nudge Effect
BRANDING = Reach Frequency Impact
Email should be the
primary means by which
someone you already
know, visits your site or...
RFI - Measuring Success
The Power of One:
Unique Opens Drive Results
Open Reach
mailings
mailings
The (Un) Crowded Inbox
Purchase From Time Of Deployment
No Long Term Messaging Strategy For SL’s
Long Term Messaging Strategy For SL’s
Long Term Messaging Strategy For SL’s
Thank You & Stay in touch
www.alchemyworx.com
@alchemyworx
linkedin.com/company/alchemy-worx
www
@delaquist
uk.linkedin.co...
eCommerce Expo: The Secret Power of the Unopened Email: Why the inbox is the unsung hero of online sales
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eCommerce Expo: The Secret Power of the Unopened Email: Why the inbox is the unsung hero of online sales

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Alchemy Worx CEO Dela Quist's presentation from Ecommerce Expo at London Olympia 2nd October 2013

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eCommerce Expo: The Secret Power of the Unopened Email: Why the inbox is the unsung hero of online sales

  1. 1. The secret power of the unopened email: why the inbox is the unsung hero of online sales Dela Quist: CEO Alchemy Worx @delaquistuk.linkedin.com/in/delaquist
  2. 2. Why Listen To Me?
  3. 3. Anyone Without An Email Address Is The Digital Equivalent of Homeless
  4. 4. Merkle View from the inbox 2011 Stop Conversing Start Selling
  5. 5. Email Is The Work Horse: Facebook Sends More Email Than anyone Else In The World But Very Few People Use Their Email Service So They Are Reducing Socials Oxygen Supply
  6. 6. Most Brands Reach More Qualified Customers & Prospects Via Email Than TV
  7. 7. How Many Should You Send?
  8. 8. Fear & Self Loathing In Email Marketing
  9. 9. No She Isn’t My Daughter!
  10. 10. Fear And Self Loathing Is Why We Are Obsessed With Best Practice
  11. 11. Dela Quist: CEO Alchemy Worx
  12. 12. What Are Customers Really Like?
  13. 13. How engaged is engaged? Understanding the nature of engagement is key to email marketing success.
  14. 14. Being on the list is an expression of interest
  15. 15. No Email = No Engagement
  16. 16. Demand Response Marketing (Giving You What I think You Want) V Demand Generation Marketing (Making You Want What I have)
  17. 17. Our Obsession With Open & Click Rates Is Making Us Blind To The Data
  18. 18. Expedia
  19. 19. The Open Rate Paradox Data from EDS Analyst
  20. 20. Email Drives Sales
  21. 21. The Direct Effect
  22. 22. Email Drives Sales In Other Channels
  23. 23. Email Drives Sales In Other Channels
  24. 24. Email Drives Sales In Other Channels
  25. 25. The Nudge Effect Subject Lines Influence Non-Openers Too
  26. 26. The Nudge Effect
  27. 27. BRANDING = Reach Frequency Impact Email should be the primary means by which someone you already know, visits your site or interacts with your brand online. Database Size Send Frequency Subject Lines Offer & Creative Data Segmentation OrderofImportance
  28. 28. RFI - Measuring Success
  29. 29. The Power of One: Unique Opens Drive Results
  30. 30. Open Reach mailings mailings
  31. 31. The (Un) Crowded Inbox
  32. 32. Purchase From Time Of Deployment
  33. 33. No Long Term Messaging Strategy For SL’s
  34. 34. Long Term Messaging Strategy For SL’s
  35. 35. Long Term Messaging Strategy For SL’s
  36. 36. Thank You & Stay in touch www.alchemyworx.com @alchemyworx linkedin.com/company/alchemy-worx www @delaquist uk.linkedin.com/in/delaquist alchemyworx.com/delaquist_ebook dela@alchemyworx.com

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