It’s not Spam – but are you cooking bacn? (pronounced like bacon) We all know about Spam and that we need to keep away from it, but what about Bacn? Bacn is considered to be the more legitimate cousin of Spam. The big difference is that at some point you did sign up for Bacn. The big question is do your recipients still want their Bacn? Matthew Johnson, EDM Specialist, VISION6

1. It’s not Spam – but are you
cooking bacon?
Matthew Johnson
EDM Specialist
Vision6
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

2. Bacon???
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

3. 3 little pigs of email marketing
Unwanted
No consent
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

4. 3 little pigs of email marketing
Unwanted Un-interested
No consent Gave consent once
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

5. 3 little pigs of email marketing
Unwanted Un-interested Wanted
No consent Gave consent once Consent given
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

6. The moral of the story
Put time and effort into building solid
relationships with subscribers
Come on in!
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

7. Bacon and your database
1. Building your database the right way
2. Collecting the right type of information in your
database and then using it
3. Keeping your database in shape so it
continues to work hard for your business
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

8. Email the right people
Made a general enquiry
over email
Purchased a holiday
package
Subscribed to receive
promotional deals
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

9. It all begins with your database
How do I improve the open rates
on this campaign?
Open rates (%)
60
50
40
30
20
10
0
Email 1 Email 2 Email 3 Email 4
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

10. Avoid purchased or rented lists
No relationship
= poor results
= spam complaints
= damaged reputation
= compromised future
deliverability
It’s just not worth it!
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

11. Effective email list growth tactics
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

12. Focus on the right things
Between 20 – 30% of your database contacts will
churn each year
• Don’t sacrifice quality for quantity
• List growth must be aligned with your
business objectives
vs
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

13. Focus on the right things
After 6 months, research suggests 60% of
subscribers become in-active
• Reactivating these people is very
difficult
• Focus energy on attracting the
right people first and then keeping
them engaged
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

14. Refer a friend initiatives
• Leverage existing
database as a source for
growth
• Remember to build
relationships with new
subscribers beyond the
competition
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

15. Incentivised growth initiatives
60
days later
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

16. Build relationships
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

17. Build relationships
“Great relationships are built on trust. And
trust is gained by delivering on clear
expectations”
• Provide a consistent experience
• Set expectations around message frequency
and content
• Communicate the benefits (WIIFM)
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

18. Building relationships in action
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

19. Collect the right information
• Keep it simple
• Only ask for information you’ll use
• Explain how providing more information
will benefit the subscriber
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

20. Keep it simple
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

21. Ask nicely
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

22. Make it easy to provide info
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

23. And then use it
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

24. Build profiles across platforms
CRM Website e-Commerce POS Email System
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

25. Maintain a clean database
• Allow subscribers to easily
update their profile
• Run dedicated campaigns and
surveys and incentivise for best
results
• Use preference centres for
complex or infrequent
campaigns
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

26. Some people will unsubscribe
Top 3 reasons why people unsubscribe:
• Emails came too frequently
• Content became repetitive
and boring
• Receive too many emails
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

27. Make it easy to do so
67% - Click the link to unsubscribe
17% Delete emails as they arrive
8% Click spam or junk button
6% Nothing, just ignore the emails
2% Setup a filter in my email program
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

28. Final thought
What are you dishing up to your database?
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

29. Thank you
Matthew Johnson – EDM Specialist
mjohnson@vision6.com.au
www.vision6.com.au
EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland