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#ACTech15
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Membership Director
Membership email strategies: A journey of
discovery through winning content to create energy
and engagement within your community
John Scarrott
Design Business Association

2. Email doesn’t
start
relationships.
People do.

3. Design Business Association
Email doesn’t start relationships. People do.
The idea

4. Design Business Association
Email doesn’t start relationships. People do
• My journey.
• My email experiments.
• Things I know now.
What I am going to talk about

5. Design Business Association
Email doesn’t start relationships. People do
My 5 phases of email
• “It’s all about us”
• “I need to understand you”
• “You’re quite interesting”
• “You’re of interest to each
other.”
• “And that is useful.”
My five phases of email-my email CV

6. Design Business Association
Email doesn’t start relationships. People do.
It’s all about us
• Stop and listen to me.
• We are the solution.
• Here’s the stuff.
• Give us your money.

7. Design Business Association
Email doesn’t kill relationships. People do.
I need to understand you
• Empathy.
• Six themes.
• More fun.

8. Design Business Association
Email doesn’t start relationships. People do.
You’re quite interesting
• Real listening.
• Member involvement.
• HTML
• Not enough empathy.
From: Design Business Association john@dba.org.uk
Subject: What DBA membership does to inspire trust and confidence
Date: 6 September 2012 11:27
To: john.scarrott@dba.org.uk
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John Scarrott
Membership Director, DBA
'Winning and growing new
clients involves inspiring trust
and confidence. It’s tougher to
win work right now, but there
are fantastic opportunities
available. DBA membership
combines with your capabilities
to inspire that trust and
confidence.'
What does belonging to the DBA give you
to inspire trust and confidence?
We’ve covered the Why and the How of DBA membership. Finally, here’s what is
included in membership to take you where you want to go:
Increase overall client confidence in your business. The DBA’s
Directory - a framework for business assurance and clarity.
Help your clients to properly reward your value. Benchmark your
prices with the Salary and Charge Out Rates Survey.
Help your clients see design as an investment by talking design
effectiveness as well as creativity. Get your head around effectiveness
with free webinars on design effectiveness and one-to-one coaching.
Help your clients feel confident in selecting your design
business. DBA’s guides to selecting a design business - a best practice
road map to design buying for your clients.
Show your clients that you’re investing in your business, your
people and your knowledge. Plug into expert knowledge, build your
performance and deliver improved value to your clients.
Show you belong to a community of design businesses with shared
values that benefit clients. Show and tell your clients that you’re a
member of your industry association. Use the collective code of conduct
to open discussions around issues like unpaid creative pitches.
What do you think? Ready to join? Thinking about it? Click on a link below for
more information or email john@dba.org.uk
Peter Barwick
Global Packaging Design
Manager, Nestlé
'Getting design understood
within a business is about
translating the medium into
effectiveness terms. It’s about
translating a picture into a
common language, understood
and respected by both creative
and business elements.'
Client confidence
Take a look at the DBA-endorsed
process to selecting the right design
agency - click here.
Invest in your people
Take a look at what the DBA has to
offer with this Professional
Development overview.
Best outcomes
Download and read this cast iron case
against unpaid creative work – written
by a client.
FOLLOW ON CONNECT VIA FORWARD TO

9. Design Business Association
Email doesn’t start relationships. People do
You are of interest to each other
• This is our value.
• About stories.
• Trust our community.
• Get out of the way.

10. Design Business Association
Email doesn’t start relationships. People do.
You can be useful to each other
• Share and solve.
• 30 Days to Kick Free
Pitching.
• Momentum.

11. Design Business Association
Email doesn’t start relationships. People do.
Beyond email
• CEO Community.
• Linked In
• Conversations

12. Design Business Association
Email doesn’t start relationships. People do
Ten things I’ve learnt along the way
• Challenges
• Fixes
• Limiting beliefs.
• Rewiring

13. Design Business Association
Email doesn’t start relationships. People do
People are squeamish about writing
• Experiment and test.
• Get it reviewed.
• Take on board ideas.

14. Design Business Association
Email doesn’t start relationships. People do.
People get uptight when they write
• Authority pressure.
• Who knows more?
• Author and curator.

15. Design Business Association
Email doesn’t start relationships. People do
We can’t afford a writer, no skill in-house and no time
• Look inside.
• Qualities to look for.
• Minimum not maximum.

16. Design Business Association
Email doesn’t start relationships. People do
If they’ve opened the email-it means something
• Avoid conclusions.
• Spare use of metrics.
• Avoid urge to push.

17. Design Business Association
Email doesn’t start relationships. People do
Our email data is everything
• Yes and no.
• Not a fact.
• Softer interpretation.

18. Design Business Association
Email doesn’t start relationships. People do
I have to be selling something
• Balance
• Intangible
• Sell ‘community’.

19. Design Business Association
Email doesn’t start relationships. People do
I don’t know what to write about
• Talk and listen
• GROW
• Human
• Emotion

20. Design Business Association
Email doesn’t start relationships. People do
We’re not visible enough
• Media partners.
• Trade voices.
• More visibility

21. Design Business Association
Email doesn’t start relationships. People do
We send an email and no one responds
• That’s ok.
• Small commitment.
• Look closer.

22. Design Business Association
Email doesn’t start relationships. People do
We’re getting unsubscribes
• Not easy, but it’s ok.
• Check message against
audience.
• Call some of the un-
subscribers.

23. Design Business Association
Email doesn’t start relationships. People do
Our journey so far…..
• .

24. Design Business Association
Email doesn’t start relationships. People do
Closing thoughts
• Email is great but it can’t do it
all.
• The start of things rather than
the end.
• It’s as much about what you
do with it.

25. Design Business Association
Email doesn’t start relationships. People do
A final word from a real writer
“The biggest single problem with
communication is the illusion that it has
taken place.”
George Bernard-Shaw

26. Design Business Association
Email doesn’t start relationships. People do.
.
Thanks for listening. Do connect and tell me your stories
Email me:
john.scarrott@dba.org.uk
Follow me: @DBAScarrott
Check out my Blog:
www.dba.org.uk
Find me on LinkedIn
Join Creating Conversations
on Linked in.

27. Find out more at
www.dba.org.uk

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