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DMA client benchmark report 2012 email still my favourite channel


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DMA client benchmark report 2012 email still my favourite channel. Presentation sponsored by Alchemy Worx. By Odigeo The Online Travel Group.

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DMA client benchmark report 2012 email still my favourite channel

  1. 1. Email: still my favourite channelOlly Beckett, web editor, Opodo #dmaemail
  2. 2. Email: still my favourite channel DMA 17 May 2012
  3. 3. Overview1. Email vs Social marketing2. Ways in which Opodo use emailmarketing3. Challenges4. Future trends 3
  4. 4. Email vs Social marketingWhy I think email marketing is easier than social mediamarketing 1. Email marketing is an established channel with relatively predictable outcomes 2. There is more room to get messages across clearly on emails along with engaging design 3. By its general nature, email marketing is a one-way conversation, whereas social media can sometimes feel like an exercise in customer relations 4. Customers are still more disposed to purchase from an email 5. You can get many more offers in an email than in one social marketing message 6. Organisations are ‘sold’ on email marketing but still need to be convinced about social marketing 4
  5. 5. Ways in which Opodo use email marketing Weekly newsletter: Emailregular and dedicated lifecycle cruise Welcome Birthday email subscriber Lapsed subscriber Newsletter Pre-departure Welcome back Lapsed booker Lapsed Pre- Birthday booker departure 5
  6. 6. Challenges - generalSpam Relevance- Understanding deliverability - Always evolving (keeping designproblems fresh)- Keeping up-to-date with ESP rules - Ever-increasing need to provide customer with exactly what theyStagnation want- Same type of subject lines alwayswin List growth- Repetition of offers and same - Need to provide content thattimings of sales every year other marketing cannot 6
  7. 7. Challenges - OpodoOn-site sign up- Limited space (mostly taken up by offers)- How much info should be required (i.e. Just email or name etc. As well) Segmentation - Need to provide special offers from suppliers - Time required for data miningSeasonality- Customers don’t buy holidays every day- How to keep people enticed throughout the year? 7
  8. 8. Future trendsEmail via social media- Facebook now allow individual direct messages- Possibility of mass email marketing via FacebookDatabase shrink- Smaller databases, with much higher engagement- Shedding more inactive customersMore customer control- Customer will choose when and how often they receive emails- Customer will choose exactly what they receive in email 8
  9. 9. Olly Beckett Web Editor Opodo 9
  10. 10. Panel DiscussionJustin Pearse, New Media AgeFiona Robson, RocketseedAnthony Wilkey, EmailvisonDela Quist, Alchemy WorxOlly Beckett, Opodo #dmaemail
  11. 11. Closing remarks from chairJustin Pearse, editor, New Media Age #dmaemail
  12. 12. Upcoming eventsEmail customer lifecycle: List growthSponsored by SilverpopTuesday 22 May 2012Ready steady emailPartnered with the IABMonday 25 June 2012The DMA summer lunch- with Alastair CampbellSponsored by Mobile Marketing GroupThursday 12 July 2012To see our full events listing please visit