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Unlock the brand potential of your email campaigns by @delaquist

Unlock the brand potential of your email campaigns! Dela Quist keynote presentation for Fusion Marketing Experience Brussels. #fusionmex

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Unlock the brand potential of your email campaigns by @delaquist

  1. 1. Unlock the brand potential of your email campaigns! Presented By: Dela Quist, CEO Alchemy Worx
  2. 2. Alchemy Worx Clients
  3. 3. What difference? <ul><li>B2B </li></ul><ul><li>B2C </li></ul>
  4. 4. Disclaimer: Permission is everything <ul><li>Single </li></ul><ul><li>Double </li></ul><ul><li>Soft/Existing Customer </li></ul>
  5. 5. Attracting eyeballs is hard work!
  6. 6. It help to look through this end!
  7. 7. Reaching People costs £ $ €! <ul><li>Nov 1998 - AOL buys Netscape for $4.2 Billion </li></ul><ul><li>Oct 1999 - excite@home Buys Blue Mountain Arts for $780 Million </li></ul><ul><li>Jul 2005 - News Corp buys MySpace for $580m </li></ul><ul><li>Dec 2005 – ITV buys Friends Reunited for £120m </li></ul><ul><li>Oct 2007 – Microsoft buys 1.6% stake in Facebook for $240m </li></ul><ul><li>Affiliates </li></ul><ul><li>Co-brand deals </li></ul><ul><li>Licensing </li></ul><ul><li>Natural Search </li></ul><ul><li>Paid search </li></ul><ul><li>TV Press Radio etc </li></ul><ul><li>Sponsorships </li></ul><ul><li>List Rental </li></ul><ul><li>Opt-in Email </li></ul><ul><li>Acquisition </li></ul><ul><li>Other </li></ul>
  8. 8. SEO Success or Email Failure?
  9. 9. <ul><li>Email should be the primary means by which someone you already know, visits your site, transacts with you or interacts with your brand online. </li></ul>THE FIRST LAW OF EMAIL MARKETING IN A MULTI-CHANNEL WORLD
  10. 10. What are you trying to achieve? Higher open rates? Higher click rates? Relevance?
  11. 11. <ul><li>Relevance </li></ul><ul><li>Timing </li></ul><ul><li>Triggered messaging </li></ul><ul><li>Behavioural targeting </li></ul>Current thinking dominated by DM techniques - RFM
  12. 12. In effect what we are trying to do is get everyone to open click and buy from every email they get from us by sending fewer and fewer messages!
  13. 13. <ul><li>But what about Branding? </li></ul>
  14. 19. Send More!
  15. 20. <ul><li>Branding is about influencing behaviour </li></ul><ul><li>Relevance and timing are about being influenced by behaviour </li></ul>
  16. 21. Opens and Clicks?
  17. 22. Basic Metrics
  18. 25. Weekly Open & Click Reach
  19. 26. Open and Click Rates/ Open and Click Reach
  20. 27. Open and Click Rates/ Open and Click Reach
  21. 32. 2008 2009 2010
  22. 33. Email – The Nudge Effect
  23. 34. Impact of Unopened Email on sales and traffic via other channels <ul><li>Natural Search </li></ul><ul><li>Paid search </li></ul><ul><li>Affiliates </li></ul><ul><li>Bookmarks and typing in the url </li></ul>
  24. 35.
  25. 36.
  26. 37.
  27. 38. Spent over €20 000 in last 12 months
  28. 39. Frequency
  29. 40. Reach & Frequency
  30. 41. Questions? Email-Worx: Weekly newsletter for email marketers Archive Subscribe Articles and blog posts by Dela Quist What to do about inactive subscribers Maximising ROI without overmailing – how to determine the right send frequency for your email campaigns Lies, Damn Lies and Statistics relating to Email The Nudge Effect in Email Marketing Forget Relevance it’s about value!