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Creative ideas to add a
touch of flair to your email
marketing strategy
David Smerdon, Digital Strategist, Clemenger BBDO Brisbane
Agenda
• Fundamentals vs. flair
• 15 ways to create flair
How to win a Grand Final
FUNDAMENTALS
TALENT STRATEGY
FLAIR
FUNDAMENTALS
TALENTSTRATEGY
FLAIR
15 ways to create flair
1. Content
2. SMS
Virtual SMS
– “Text your email address
to 04… to receive full
details about this
property”
– Also triggers an email
and SMS to the agent to
follow-up
3. Automation
Header
Footer
Introduction
Conditional content
based on favourite foods
Latest menu
4. Conditional Content &
Segmentation
5. Promotions
6. Design
People ignore design that ignores people.
FRANK CHIMERO
7. Language
Design + Language = Personality
8. Anticipation
http://woot.com/WhatIsWoot.aspx
9. Learn to share
10. Interaction
11. Behavioural targeting
12. Using an email / video combination
13. Events
14. Don’t be boring
15. Retaining unsubscribers
Closing
FUNDAMENTALS
TALENT STRATEGY
FLAIR

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Dave Smerdon | EMSA 2010

Editor's Notes

  1. List 5 companies that do it well (palm cards)
  2. 3 examples or boring industries and content that could be interesting Use elance
  3. Hotel example + conversion from the couch
  4. Transactional emails List other items in this email on palm cards Abandoned shopping carts 45%
  5. Wider conversation about segmentation. Dating service example
  6. Shoes, lawyers (designers)
  7. Best FAQ from woot
  8. Basic behavioural targeting example i.e. RACQ
  9. Understand the context of your environment
  10. Sorry we missed you email
  11. Not being boring doesn’t necessarily mean flashy