Vision 6 David Smerdon Evolve Your Email Marketing


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Vision 6 David Smerdon Evolve Your Email Marketing

  1. 1. email marketing – beyond the broadcast David Smerdon Head of Strategy - Vision 6
  2. 2. Agenda <ul><li>The perception of email </li></ul><ul><li>Why direct makes sense </li></ul><ul><li>Is your business in e-denial? </li></ul><ul><li>5 list growth tips </li></ul><ul><li>Transactional emails </li></ul><ul><li>What is Lifecycle Marketing? </li></ul>
  3. 3. The perception of email <ul><li>Nigerian scammers – Dear Mr Sir, we congratulate yourself on your $1,000,000 pound inheritrence!!!!! </li></ul><ul><li>Viagra peddlers </li></ul><ul><li>Russian brides – I be good to see you </li></ul><ul><li>Indian web development companies </li></ul><ul><li>20% off MBA degree certificates </li></ul><ul><li>Add 2cms to your penis! </li></ul>BUT many large brands are realising the benefits of legitimate email marketing
  4. 4. Why direct makes sense “ Myer will this year spend more on direct marketing to its Myer One customers than all of its other advertising put together, according to Chief Executive Bernie Brookes”
  5. 5. We’re in a time of microscopic accountability “ I know at least half of my advertising is wasted I just don’t know which half” Henry Ford
  6. 10. Balancing your ROI in tough times <ul><li>Mass media – TV, radio, print </li></ul><ul><li>Constructed by professionals </li></ul><ul><li>High investment </li></ul><ul><li>Targeting new prospects & some existing customers </li></ul><ul><li>Email marketing </li></ul><ul><li>Constructed in-house / DIY solution </li></ul><ul><li>Lower investment </li></ul><ul><li>100% targeted to EXISTING customers + ‘flytrap’ web traffic to grow databases </li></ul>Q: Will encouraging your existing customers to spend more money, more often improve your ROI?
  7. 11. More relevant dialog more often = deeper customer relationships and a more profitable, loyal customer base
  8. 12. Is your business in e-denial?
  9. 13. 5 list growth tips
  10. 14. 1. Best practice enews registration 1. User locates the register area on the website 2. Register for the enews via a web form 3. Thank you for registering page appears 6. User receives their first automated welcome email 5. User hits confirm and are directed to a confirmation page 4. The subscriber receives a confirmation email
  11. 15. 2. Re-contact & send to friend Step 1. First email Step 2. Registration web form Step 3. Thank you page with ‘refer a friend’ link
  12. 16. <ul><li>Step 4. ‘Refer a friend’ web form </li></ul>Step 5. Thank you page Step 6. Friends email
  13. 17. 3. call centre / in-store registration
  14. 18. 4. Acquisition via receipts
  15. 19. 5. Audit your existing assets
  16. 20. Transactional emails Often a missed opportunity
  17. 21. Transactional emails can give you permission to converse <ul><li>What are they? </li></ul><ul><li>Any communication that forms part of the sales process i.e. confirmation email for subscribing to a newsletter, booking confirmations or a receipt email from an online purchase </li></ul><ul><li>Transactional emails get through more spam filters because they consist of important customer information </li></ul>
  18. 23. “ Transactional email offers the highest open and click-through rates of any type of email – 70% open rate for transactional email v 33% for opt in email” ¹ “ Less than 1% of email marketing funds industry wide are spent on transactional emails” ² Source: 1. Harte-Hanks metrics, 2005 2. JupiterReasearch, “E-mail Model” November 2005
  19. 24. Advertising is working hard to get new leads But the conversion engine is letting the team down…
  20. 26. Apple's iTunes Transactional e-mail receipts contain three &quot;if you liked this, you'll also like&quot; recommendations, an approach that turns a cost center into a profit center Clickz 5 th October 2007
  21. 27. What is Lifecycle Marketing? <ul><li>Lifecycle Marketing is the evolution of the broadcast email </li></ul><ul><li>Moving from one list to segmented lists to deliver the right message to the right person at the right </li></ul><ul><li>Basic Lifecycle Marketing can be as simple as; </li></ul><ul><ul><li>An SMS when your dry cleaning is ready </li></ul></ul><ul><ul><li>Email reminder of your dentist check-up </li></ul></ul><ul><ul><li>Email receipt or thank you for your purchase </li></ul></ul>
  22. 28. Triggered campaigns leading up to a holiday Capitalising on the holiday emotion
  23. 29. Questions? Contact: David Smerdon [email_address] Ph. 07 3123 5005