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Vision 6 David Smerdon Evolve Your Email Marketing
1. email marketing – beyond the broadcast David Smerdon Head of Strategy - Vision 6
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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. 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
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11. More relevant dialog more often = deeper customer relationships and a more profitable, loyal customer base
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
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
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
24. Advertising is working hard to get new leads But the conversion engine is letting the team down…
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26. Apple's iTunes Transactional e-mail receipts contain three "if you liked this, you'll also like" recommendations, an approach that turns a cost center into a profit center Clickz 5 th October 2007
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