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Email Marketing  David Hughes Co-Founder,  The Email Academy [email_address]
The 1 minute summary... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
John Caples,  Tested Advertising Methods 1932  "In planning an advertising campaign, the first step should be to clear the decks of all opinions … … the next step should be to find a scientific method of testing."
That’s a lot of opinions... ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What’s in a Name? 56% more Traffic. CONTROL From : PriceMinister Advice Click-Through rate: 100 TEST   From : Sophie at PriceMinister Click-Through rate : 156
Remember me Don’t frighten me
Date of Last Transaction
Date of Last Log-in
Web click-stream
“ How nice of them to think of me” Drayton Bird “ Just a note to say...”
Email driven by registration
 
Personalisation Dynamic and Conditional Content
Conditional Amsterdam  Budapest
“ Dynamic”  <Insert> Points over  Points over “ Conditional” <If – Then – Else>
Surprise People Don’t sell to them all the time
 
 
Get close and stay close Speak to people differently
It’s about Lifecycle Marketing
Don’t Shout Monthly Newsletter
Sony Welcome programme I  Choose I Need I  Become  Aware I Buy I Use I Enjoy I Want
Survey information said: ,[object Object],[object Object]
Messages or Programmes? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Driving traffic?  That’s the old way
The beating heart pushing content out... Staff Journalists Customers News Alerts Updates Competitions Discussion Connection Newsletter Alerts Updates
“ This is what we’re all talking about”
If they can do it...
The future of viral? www.silverpop.com
One Click Beyond
Lazy marketing...you know me!!
Pre-population of Landing Page
Lovely!
Good Luck! [email_address] www.theemailacademy.com

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Email Marketing David Hughes

Editor's Notes

  1. Once step further after targeting customers better is to create the email which is suited to their needs or interests. This can be achieved by using the customer information gathered making the emails more dynamic, personalised and relevant increasing the customer experience with the ultimate goal of increasing response rates. Some clients who are implementing this affectively are: - Sony - Eurostar - Hotel Connect
  2. Once step further after targeting customers better is to create the email which is suited to their needs or interests. This can be achieved by using the customer information gathered making the emails more dynamic, personalised and relevant increasing the customer experience with the ultimate goal of increasing response rates. Some clients who are implementing this affectively are: - Sony - Eurostar - Hotel Connect