Jason Kelly from Brand-X discusses email marketing best practices. He introduces the "Four C's of EDM": messages should be concise, collaborative with other media, consistent with the brand, and contain a clear call to action. Kelly argues these elements form the "diamond standard" for effective email campaigns, providing structure while allowing for creative execution. The presentation outlines global ad spending trends, the importance of understanding audience habits, and a communications model to maximize results from email blasts.

1. Beyond the Email Blast
The Diamond Standard of Email Campaigns
Jason Kelly
Executive Director
Brand – X
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

2. About Us
• Brand-X is a modest ad agency on the
North Shore of Sydney, formed in 2007.
• We work across all platforms and in the
last 12 months, that has skewed
increasingly towards the digital side of
advertising and marketing.
• This month we opened an office in
Jakarta, Indonesia.
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

3. It’s a Growth Industry
• In recent figures (4 Oct) released by
Zenith Optimedia
• Total global ad spend, forecast at $460.3
billion for 2011, is expected to grow about
11% to about $510.6 billion in 2013
• With Online share of Global Ad Spend to
increase to 20% of all ad expenditure
• Source: Zenith Optimedia Press Release, 3 October 2011 www.zenithoptimedia.com
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

4. Who am I talking to?
• Begin with the end in mind
• Who am I targeting with this
communication?
• How do they consume media
– What is the best time?
– What is the best day?
– What is the best format?
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

5. EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

6. EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

7. What are their media habits?
• This report was from Ad Age (adage.com)
http://adage.com/article/adagestat/infographic
-generational-media-usage-time-day/229831/
and is also available on my LinkedIn page –
Jason Kelly, Brand-X
• Understand your target
• Don’t make assumptions
• Look at previous campaigns (if available).
• What can you learn from those reports?
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

8. Diamond Standards?
• We have all heard of the 5 C’s of diamonds –
cut, clarity, carats, colour and cash.
• Many people think that a good Email Direct
Marketing (EDM) is a pretty picture or a
clever headline. In fact these are just minor
components of a well constructed campaign.
• Bring it all back to four key elements. What I
will creatively call, the Four C’s of EDM.
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

9. Diamond Standards
Concise
• Talk simply
• Remember your time is limited
• Be direct
• EDM is not the vehicle for story telling
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

10. Concise
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

11. Diamond Standards
Collaborative
• Remember the rest of your media mix
• EDM is the hook, web is a great net to
convert them or finish the “story”
• Use of multiple media adds to the
credibility of your message
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

12. Collaborative
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

13. Diamond Standards
Consistent
• Say it once, say it twice, say it always
• In advertising we refer to what we call a
“single minded proposition”.
• This means - what is the one thing I want
them to take away from my message?
• Think about old messages that are etched
into your memory – Coke is it, Nike just do
it, Fresh Food People, which bank?
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

14. Diamond Standards
Consistent
• Remember your brand
• Consistency must extend to your core
brand elements
• Build the message around you brand and
your goals
• Do not compromise
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

15. Consistent
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

16. Diamond Standards
Call to Action
• What do I want them to do?
• Ask them to do it!
• Avoid clichés and hard sell (my opinion)
• Honest, open dialogue – remember sales
techniques, it applies to EDM
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

17. Call to Action
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

18. Diamond Standards
Call to Action
• Refer to the message goal
• My E6 Communications Model is an
extension of the AIDA concept but
incorporates more than the simple sales
process.
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

19. E6 Marketing Communications Model
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

20. The Diamond Standard
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

21. The Diamond Standard
• These elements are the framework for
truly memorable and effective EDM work.
• Like any blueprint, they give you a solid
foundation but you need to choose how
you put it into action.
• Work with your creative agency to build
campaigns that engage, excite and
educate
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland