The document outlines tips for successfully executing a permission based email marketing program in 3 steps:
1) Decide on a program that provides value for both the marketer and their audience.
2) Acquire email permissions by offering a compelling reason for people to opt-in and respecting legislation around permission marketing.
3) Improve email marketing efforts through testing, differentiating content using profiling, and focusing on the target audience and their needs. Following these tips can help marketers get started on a successful permission based email marketing program.
Technology Trends Customer Insight, a copy of the presentation delivered by Giles Pavey, Head of Retail Solutions, dunnhumby from the CIM East of England Summer Marketing Conference held on 9 June 2011 at ARU, Chelmsford
Ljubljana: Michael Leander at Lisac & Lisac Tom Schreiter eventMichael Leander
Michael Leander's email marketing presentation from the Tom Big Al Schreiter event in Ljubljana, Slovenia - organized by Lisac & Lisac on 14 April 2011.
Get more like this:
http://www.michaelleander.me
Technology Trends Customer Insight, a copy of the presentation delivered by Giles Pavey, Head of Retail Solutions, dunnhumby from the CIM East of England Summer Marketing Conference held on 9 June 2011 at ARU, Chelmsford
Ljubljana: Michael Leander at Lisac & Lisac Tom Schreiter eventMichael Leander
Michael Leander's email marketing presentation from the Tom Big Al Schreiter event in Ljubljana, Slovenia - organized by Lisac & Lisac on 14 April 2011.
Get more like this:
http://www.michaelleander.me
ICICI Bank: Fueling Interactive Marketing through AnalyticsCustomer Centria
The document sheds light on the needs of today's consumers; the marketing paradox and consumer touch points. Communication through various channels.
The document also elaborates on the concept of Marketing as a bridge, Customer Experience Management and the Customer Analytics framework.
Latency, Need based marketing, Channel innovation and the optimization process is also mentioned in the document.
The Customer Experience Summit will present an opportunity to leverage and enhance the mechanisms, tools and metrics to enhance a company’s cost effectiveness of pursuing customer centric initiative, accomplish more with fewer resources and formulate ideas on how to generate a higher level of revenue and customer satisfaction.
THE CUSTOMER IS YOUR MOST IMPORTANT ASSET. HAVING A FANTASTIC PRODUCT OR EXCELLENT PROCESSES WILL NOT RESULT IN MORE REVENUE WHEN THE CUSTOMERS DON’T SEE THE NEED FOR IT. THAT’S WHY YOU NEED TO UNDERSTAND YOUR CUSTOMER AND ALIGN YOUR BUSINESS TOWARDS THEM. COMPANIES THAT SUCCEED IN THIS ARE THE ONES THAT TRULY STAND OUT, BUT EVEN FOR THEM, THIS DIDN’T COME OVERNIGHT.
LET’S EXPLAIN THE DIFFERENT STEPS IN BECOMING MORE CUSTOMER CENTRIC.
2020 Social Workshop on Social Media For B2B Marketers2020 Social
Slides from the 2020 Social workshop on Social Media for B2B Marketers.
This deck has been used for the following workshops:
- NASSCOM Emerge Workshop, New Delhi, April 2010.
Update history:
- April 2010
This is a presentation about how to PREPARE, CREATE and DELIVER an effective presentation. It was first delivered at the AMA MR Conference in Palm Desert, October 2009.
This is a draft for all stakeholders in business education, executives, deans, professors, Phd's and lecturers.
This draft needs refinement so every feedback is appreciated. This story provides the essence of 'innovation&efficiency' in a book we are preparing about business development, innovation efficiency, leadership and organisational development.
The first feedback was from Roger Martin writer of both 'The opposible mind'(2007) and 'The design of business' (2009)
Koud bellen behoort tot het verleden. De website pre-kwalificeert en nurtured leads en Sales volgt op met kwalificatie, maken van een verkoop propositie en closen van de deal.
Is your organization ready to embrace the social customer by providing an experience that meets them where they are to deliver what they want? Telvista and Verint offer this content to help you think through how you can use social media to build deeper, more meaningful customer relationships that last.
Interaction Bridges: Strategic Tool for Keeping Customer PromisesClearAction
How to overcome communication gaps with different personality types, to collectively meet customer commitments for great customer experience. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
Digiday Brand Conference: Workshop with Nielsen: Leveraging Reach and Resonan...Digiday
Using real customer case studies, Nielsen will demonstrate how using audience and viewability data in conjunction with brand lift data can improve ROI.
Speaker: Randall Beard, global head of advertiser solutions, The Nielsen Company
ICICI Bank: Fueling Interactive Marketing through AnalyticsCustomer Centria
The document sheds light on the needs of today's consumers; the marketing paradox and consumer touch points. Communication through various channels.
The document also elaborates on the concept of Marketing as a bridge, Customer Experience Management and the Customer Analytics framework.
Latency, Need based marketing, Channel innovation and the optimization process is also mentioned in the document.
The Customer Experience Summit will present an opportunity to leverage and enhance the mechanisms, tools and metrics to enhance a company’s cost effectiveness of pursuing customer centric initiative, accomplish more with fewer resources and formulate ideas on how to generate a higher level of revenue and customer satisfaction.
THE CUSTOMER IS YOUR MOST IMPORTANT ASSET. HAVING A FANTASTIC PRODUCT OR EXCELLENT PROCESSES WILL NOT RESULT IN MORE REVENUE WHEN THE CUSTOMERS DON’T SEE THE NEED FOR IT. THAT’S WHY YOU NEED TO UNDERSTAND YOUR CUSTOMER AND ALIGN YOUR BUSINESS TOWARDS THEM. COMPANIES THAT SUCCEED IN THIS ARE THE ONES THAT TRULY STAND OUT, BUT EVEN FOR THEM, THIS DIDN’T COME OVERNIGHT.
LET’S EXPLAIN THE DIFFERENT STEPS IN BECOMING MORE CUSTOMER CENTRIC.
2020 Social Workshop on Social Media For B2B Marketers2020 Social
Slides from the 2020 Social workshop on Social Media for B2B Marketers.
This deck has been used for the following workshops:
- NASSCOM Emerge Workshop, New Delhi, April 2010.
Update history:
- April 2010
This is a presentation about how to PREPARE, CREATE and DELIVER an effective presentation. It was first delivered at the AMA MR Conference in Palm Desert, October 2009.
This is a draft for all stakeholders in business education, executives, deans, professors, Phd's and lecturers.
This draft needs refinement so every feedback is appreciated. This story provides the essence of 'innovation&efficiency' in a book we are preparing about business development, innovation efficiency, leadership and organisational development.
The first feedback was from Roger Martin writer of both 'The opposible mind'(2007) and 'The design of business' (2009)
Koud bellen behoort tot het verleden. De website pre-kwalificeert en nurtured leads en Sales volgt op met kwalificatie, maken van een verkoop propositie en closen van de deal.
Is your organization ready to embrace the social customer by providing an experience that meets them where they are to deliver what they want? Telvista and Verint offer this content to help you think through how you can use social media to build deeper, more meaningful customer relationships that last.
Interaction Bridges: Strategic Tool for Keeping Customer PromisesClearAction
How to overcome communication gaps with different personality types, to collectively meet customer commitments for great customer experience. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
Digiday Brand Conference: Workshop with Nielsen: Leveraging Reach and Resonan...Digiday
Using real customer case studies, Nielsen will demonstrate how using audience and viewability data in conjunction with brand lift data can improve ROI.
Speaker: Randall Beard, global head of advertiser solutions, The Nielsen Company
Social media for acquisition and retention Power Up Direct & Digital Marketin...Michael Leander
Power Up Direct & Digital Marketing Workshop in Lisbon presentation by Michael Leander about social media acquisition and retention.
Organized by http://www.markedu.com
Tim Watson, Independent Email Marketing Consultant
49% of email marketers in the recent Econsultancy Email Marketing Census 2012 said the lack of email strategy was a major barrier to effective email marketing.
This presentation was given at a Markedu marketing web seminar presented to marketers from more than 20 countries.
The title Power Up Your Direct & Digital Marketing is also the name of a workshop/seminar which Markedu intend to bring to a number of cities in Europe and the Middle East in 2012.
The speaker is Michael Leander - an accomplished international marketing expert, trainer and speaker. He has presented current marketing topics to professionals in more than 35 countries.
The Power Up Your Direct & Digital Marketing event format is focused at bringing direction to focus on the many areas of marketing that are often neglected.
In this web seminar presentation Michael Leander covered only bits and pieces of what attendees at one of the workshops in the physical space will experience.
[Webcast] How to Get Your Email Marketing Off the GroundSendGrid
Are you seeing a 4,000% return on investment with your email program? If not, your program is achieving below average performance.
Get the tools to:
Create cost effective transactional and marketing email programs
Get your emails delivered to the inbox
Analyze the performance of your programs
Scale your program to meet the needs of your growing business
Every Marketer’s Imperatives! • Relevancy and readiness • Customer understanding • Customer experience and relationship • Be ready when the customer is ready • Master especially the internet & mobile channel
To download visit:
blog.cequitysolutions.com and www.cequitysolutions.com
Slide set from the June 12, 2012 webinar, Demystifying Digital Marketing, a process to help insurance agents the right digital marketing tactics based on objectives, opportunity, aptitude, available time, and budget.
Ron j.is social media the new direct marketing - 3 march 2011 -- final.pptdmadetroit
During dmaDetroit's 15th Annual AIMS event, Ron Jacobs, President of Jacobs and Clevenger presented on: "Is Social Media the new Direct Marketing"
This is his presentation.
eMail marketing is one of the most succesful method for driving on-line, but also off-line sales. This presentation educates on the 7 important phases of an e-mail marketing campaign and offers some indicative tips on optimization.
Media Measurement for (Search) Marketers by Encore Media MetricsEncore Media Metrics
Media Measurement for (Search) Marketers was presented at SES San Francisco 8/11 by Steve Latham, ceo of Encore Media Metrics.
To request a copy please tweet to @encoremetrics or @stevelatham, or request via form on http://EncoreMetrics.com
Email marketing is one of the oldest digital marketing tactics, yet it continues to deliver a higher ROI than just about any other online strategy. But this is not your father's email marketing anymore. That's right: this strategy has matured, and if you haven't revisited how you create email content since the early 2000's, you're most likely missing out on the major ROI and benefits of email. This topic takes an in depth look into six key areas of email marketing and how each has evolved. It's time to update your old email marketing strategy and move it to 2016 and beyond.
Digital Marketing Omnichannel Training in DubaiMichael Leander
Training in Dubai: Digital Marketing & Omnichannel Marketing Training delivered by Michael Leander. Contact to get more information about this Dubai Training program.
Boost your email marketing and marketing automation results by over 17%. Work with Michael Leander one-on-one. He is one of the earliest email marketing pioneers
His email marketing experience started in 1996. He has been using marketing automation back before the term became popular.
With his extensive background in anything to do with direct marketing and digital marketing, he can assist your organization on many levels. From strategy over creation to execution and measurement.
Find his contact details in the slides.
Innowave Summit Keynote Presentation Michael LeanderMichael Leander
Michael Leander keynote speaker presentation at Innowave Summit in Varna, Bulgaria.
Martech and innovation conference attended by around 3.000 attendees. #innowavesummit #michaelleander
State of Email Marketing Europe - Email marketing and marketing automation re...Michael Leander
Report for the state of email marketing and marketing automation in Europe. Includes comparative data between several countries in Europe.
Includes expert tips and suggestions from leading email marketing and marketing automation practitioners including Dave Chaffey, Drayton Bird, Dela Quist, Michael Leander and other great practitioners.
Published by Markedu with support from GIDMA
Digital Business Transformation Workshop in RwandaMichael Leander
Digital Business Transformation Workshop in Kigali, Rwanda. A one-day event for executives.
Attend this workshop in Kigali to fuel high ROI growth for your business.
Digital Business Transformation Workshop in KigaliMichael Leander
The Executive Digital Business Transformation Workshop in Kigali is designed to help executives plan their digital transformation.
The rise of digital will most certainly impact your business. The question is not if, but when.
This workshop is aimed at leaders who want to stay ahead of the curve. Attending the Executive Digital Business Transformation workshop will give you the insight, tools and strategies you need to craft a winning digital business transformation plan.
Invitation til marketing automation netværksmøde i Danmark. Mød ligesindende, der arbejder med at få succes med marketing automation, email marketing og data-driven marketing.
Gruppen mødes 6 gange årligt.
EDDM Awards - Email marketing and data driven marketing awards EMEAMichael Leander
The rules, categories and deadlines for the EDDM Awards - Email Marketing and Data-Driven Marketing Awards for EMEA.
The EDDM Awards is organized by Markedu. Brands and agencies from all over Europe, Africa and the Middle East are eligible to participate.
Email Marketing Assessment Template for SuccessMichael Leander
Use this template for email marketing assessment and marketing automation assessment to evaluate your email marketing and marketing automation programs.
Developed by Michael Leander for GIDMA - data-driven marketing and marketing automation experts.
Contact us if you want to learn how GIDMA can help you accelerate your email marketing and marketing automation efforts.
NOTE: This template covers many relevant areas related to email marketing and marketing automation, but is not exhaustive. The full template is only available to paying clients.
Social media and analytics masterclass in Mumbai and Delhi. Delivered by Michael Leander, organized by Programic Asia. Learn how to achieve high ROMI on social media.
Digital Marketing Masterclass Nairobi in KenyaMichael Leander
Digital Marketing Masterclass in Nairobi, Kenya. Two days of digital marketing tips and tips. Delivered by experts.
The workshop format is highly engaging with emphasis on sharing methodologies, tips and tricks attendees can implement right away.
5 Critical Skills for Digital Marketing CareersMichael Leander
These are 5 of the critical skills to succeed in a digital marketing career. From the Upgrad.com (India) webinar entitled #5 Critical Skills for Digital Marketing Careers".
The second cohort cna join The Chartered Marketing Analyst Course taking place in Nairobi, Kenya. The 5 day marketing course promises to be intensive, highly engaging and lots of fun.
Mobile and Digital Marketing Masterclass in Nairobi, KenyaMichael Leander
The Mobile marketing and digital marketing masterclass is a 2 day, highly interactive and engaging marketing masterclass. It takes place in Nairobi, Kenya. The masterclass is delivered by Michael Leander and organized by A.B.M.C International.
The Marketing Analyst Course is a 5 day chartered marketing analyst course taking place in Dubai. Check brochure for more information and learn why you should attend this course
Digital and mobile marketing masterclass TanzaniaMichael Leander
2 day digital marketing and mobile marketing masterclass in Dar es Salaam in Tanzania. Organized by ABCM International and delivered by marketing speaker Michael Leander.
The masterclass caters to professionals wishing to get results with digital marketing and mobile marketing. Hands-on exercises and lots of attendee interactions during the masterclass.
Kenya Chartered Marketing Analyst Certificate CourseMichael Leander
The Chartered Marketing Analyst Executive Certificate Course takes place in Nairobi, Kenya from June 13th to June 17th.
The course is delivered by Michael Leander and organized by A.B.M.C. International.
See the course brochure for more information and contact details.
This course is also offered in Accra, Ghana from 20th June to 24th June.
Fixing your email- and data driven marketing - on demand contentMichael Leander
Email marketing ekspert Dr. Torsten Schwarz from Absolit interviews customer lifecycle marketing magement expert Michael Leander on email marketing and data driven marketing related issues.
Data driven marketing and email marketing conferenceMichael Leander
The DialogSummit is an important conference on data driven marketing and email marketing. Featuring two language tracks - English and German - you can meet acknowledged email marketing and data driven marketing experts such as Dietmar Dahmen, Kath Pay, Michael Leander, Dela Quist, Jordie van Rijn, Tamara Gielen, Gregor Wolf, Dr. Torsten Schwarz and many, many others.
It takes place in Frankfurt, Germany on 3rd May 2016. The day before you can attend a data driven marketing masterclass in English and several email marketing workshops in German.
More here http://www.dialogsummit.de
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
1. How to setup and successfully
execute a permission based email
marketing program
• Michael Leander Nielsen
• CEO, Fokus Integrated
• mln@fokusintegrated.com
(c) Michael Leander Nielsen, 2008 1
2. Presented by Michael Leander at the Baltic
Direct Marketing Conference in Riga, Latvia
on 26th. November 2008
(c) Michael Leander Nielsen, 2008 2
3. Michael Leander
• 10 years on the business side
- CEO, midsize companies, IT software
- VP sales/marketing, 2 * public companies
- VP sales/marketing, 1* midsize
10 years on the agency/consulting side
- Advertising agency, consultant
- CEO, marketing consulting + ESP
Contact details:
Email: mln@fokusintegrated.com
Newsletter:
http://www.fokusintegrated.com/meemoo2/
(c) Michael Leander Nielsen, 2008 3
4. The agenda
Why permission based email marketing?
The email marketing evolution
unCase studies
How to get started with an email marketing program
Deciding on a program that brings value to you and your audience
Acquiring email permissions
Tips to improve your email marketing efforts (get all tips at free web-seminar
in January 2009)
Email marketing trends, articles & insights. Free newsletter
http://www.fokusintegrated.com/meemoo2/
(c) Michael Leander Nielsen, 2008 4
5. 1. Why permission based email marketing?
What is it and why is it important?
Permission and why permission based email
marketing
Various stages of permission marketing
Mastering permission marketing as one step
towards engaging integrated marketing
Legislation you must not ignore
(c) Michael Leander Nielsen, 2008 5
6. What is permission based email
marketing?
Email newsletters Transactional emails Customer, product surveys
E-mail marketing can be used for any
purpose, targeted at anybody, anytime
(c) Michael Leander Nielsen, 2008 6
9. Why e-mail marketing?
Cost
savings
Why not?
Demand vs EVP?
(Email Value Proposition)
Retention
Quick
response
Critical mass?
cycles
Revenue
Popular
media
Alternatives?
Why? Resources?
Reach
Measurable
Systems?
Builds
relationships Commitment?
Targetable
(c) Michael Leander Nielsen, 2008 9
10. E-mail seems the logical choice
Faster Cheaper Targeted
Response time Pr. contact/reach Reel time
1-4 weeks USD 10 Behavioral data
New messages/activities based on..
• Opened
• Click-response
• Transactions
• Opened – no
USD 1,50 transaction
0 - 3 days
• Click-response to
pre-defined website
URLs
Direct Mail Email Direct Mail Email
(c) Michael Leander Nielsen, 2008 10
Sources: Forrester, DMA, Gartner Group
11. Media channel effectiveness, simplified
DIRECT & Cost per Cost per Convert to Actions Cost per
OUTBOUND contact thousand action (sale) action
Canvas call by 1.400,- 1.400.000,- 20% 200 8.325,-
sales rep.
Telemarketing 100,- 100.000,- 5% 50 2.000,-
Direct mail 50,- 50.000,- 2% 20 2.500,-
E-mail 10,- 10.000,- 0,75% 7,5 1.333,-
SMS/MMS 7,- 7.000,- 0,15% 1,5 4.667,-
• Test to find your optimal mix
• Decide: sender control or recipient control
• Combinations are often most effective in terms of ROMI
12. 2. The email marketing evolution
(c) Michael Leander Nielsen, 2008 12
13. e-mail marketing Generations
Where are you?
3rd. generation
Value Precision Marketing:
• Highly relevant
• Customized
• “Mail Worth Opening”
2nd.generation • “Mail Worth Acting On”
Permission Marketing: • Develop relationship
• Responsible communication. • Loads of referrals
1st. generation • Poor segmentation • Great ROMI
Broadcast, “SPAM”: • Minimal personalization • Trigger based initiated
• high volume, low cost • Not yet fully committed • Integrated with surveys
• “Send and forget” • Referrals start coming • Life cycle automation
• Often irrelevant to receiver • ROMI improving • Interactive
80%
(c) Michael Leander Nielsen, 2008
19% 1% Time/
Commitment
13
15. The goal for any marketer in 1997, 2009?
Relevant offer A B C D
Target
Effective channel
Right timing Nov
26
(c) Michael Leander Nielsen, 2008 15
16. 3rd. Generation prospect/customer Wheel
Differentiated approach addresses different needs
SMS/Email
6 Travel &
experience
Excursions
Car rental
7 Comming 5 Arrival 1.
home
Recommend destination
to friends
Transactional
8 Evaluation Example 4
Departure Behavioral
& Reliving
Travel Targeted
3 Past Sale Insurance
Pre Departure Car rental
1 2
Pre Sale Sale
9 Next
Pre Sale
Profiling and knowledge of where the customer is in the ”wheel”
opens up for a coordinated and relevant dialogue before sale,
during and after
17. 2. Uncase studies
Learn from the mistakes of others
• 95% of all email marketing programs are unsuccessful
- 98% of them are managed without any clear objective
- Very few email marketers care about the needs of the individual
customers
• The successful ones does
(c) Michael Leander Nielsen, 2008 17
18. An abundance of ignorance
Don’t send me Dubai offers,
when I am already in Dubai ..
Don’t offer me savings
if you do not deliver outside
United Kingdom.
(c) Michael Leander Nielsen, 2008 18
20. Offline instrumentation – no exception
unCase study
1. Unaddressed letter
with 8 different items
at min. cost of € 10
2. They have my
permission to email
3. I am a customer
already
4. Complex sale – lots
of prerequisites
5. Sender name not
personal
6. Not a word on their
website
(c) Michael Leander Nielsen, 2008 20
21. 3. How to get started with an email marketing
program
Rules that apply to everyone
Ask five economists and
you'll get five different
answers - six if one
went to Harvard.
Edgar R. Fiedler
(c) Michael Leander Nielsen, 2008 21
22. ROMI
Return on Marketing Investment
Also known as MROI – Marketing ROI.
PS: Feel free to call it ”commonsense”
23. Your strategic objectives for email
permission marketing
• Build relationship Success defined by
• Sell more stuff (cross-sell/upsell)
• Profile customers Repeat
Customers Sales
• Expand touchpoints with customers Business
• Initiate and build relationship
Success defined by
• Customer acquisition
• Profile prospects
Convert to
Prospects • Survey prospects customer
CTR
• Create referral mechanisms
• Re-activate lost customers (win- Success defined by
back activities)
? # referrals Win-back
(c) Michael Leander Nielsen, 2008 23
24. Why – what is it all for?
(c) Michael Leander Nielsen, 2008 24
25. What is your value proposition? What are
you offering that might interest me?
• Outside in
• ”Subscribe to our newsletter” isn’t a very strong USP
(Unique Selling Proposition)
• Be the first to learn more about
new Pîrâgi recipes made with
Kimmel beer – not milk or water
(c) Michael Leander Nielsen, 2008 25
26. 3. Acquiring (email) permissions
Legislation
When people sign-up to receive news from you,
they buy into the promise you’ve made.
Your obligation is to keep your promise.
(c) Michael Leander Nielsen, 2008 26
27. The EU permission legislation
• Opt-in legislation
• You must receive permission to send e-mails/SMS/MMS containing sales/marketing
related content
• You must respect the opt-out/”no thank you”
• The penalty for not being in compliance is severe
• Large fines imposed on any company in breach
• Largest fine in Denmark so far was in excess of USD 800.000
• Lot’s of grey areas
• Remember that consumers/business buyers define spammers – many marketers
are perceived as spammers – even if they are in legal compliance
• It is outrageously easy for consumers to blacklist a marketer (ask your email
marketing service provider about this)
(c) Michael Leander Nielsen, 2008 27
28. Prioritize: Whom are your Most Wanted
Permissions Fan / Partner
Advocate
Customer
Trial Buyer
Prospect
Suspect
Loyalty
Dissatisfied
Terrorist
(c) Michael Leander Nielsen, 2008 28
29. Acquiring permission across all points of
interaction
Integrated permission acquisition in all channels
• Website
• Campaign websites
• Emails (signature)
• Point of sale
• Direct mail
• Telemarketing
• Customer service (inbound)
• TV/Radio etc
• Print advertising
• Which channel is most effective for you?
• Which channel deliver the most dedicated
subscribers?
• Be careful what you ask for !
(c) Michael Leander Nielsen, 2008 29
30. Acquisition – mind sets
Generation 1 Advantages
- More sign-ups
- Better conversion
Disadvantages rate
- More work
- Irrelevant /
not personal messages
(c) Michael Leander Nielsen, 2008 30
31. Disadvantages
- Less sign-ups
- More content, more work
Acquistion mindsets
Advantages
- Qualifying Information
- Relevant Messaging
Generation 2 - 3
-” Geo-tagging”
- Lead ownership
- Targeted content
(c) Michael Leander Nielsen, 2008 31
32. Example – Denmarks largest furniture
retailer chain
• First implemented in 2005
• Outperforms all other
signup forms
• 99% of all profiles are
complete
- The text
Sex
Birth year
Win 1.000 each month Children at
Tell us about yourself and home
get a chance to win the Type of housing
prize.
You participate for as long
as you are a subscriber.
(c) Michael Leander Nielsen, 2008 32
33. 4. Tips to improve your email marketing
efforts
Let’s see how many we can do
More tips at free web-seminar in January 2009
(c) Michael Leander Nielsen, 2008 33
35. The ”motor people” approach
• Relentless focus on the target group
and the need of the individual
• Focus on content – relevant content
• Sales process aligned with the
buying process
• Experimental mind – test, test, test •Offer/message first, then creativity
• Return on Marketing Investment • Differentiated communication
• Flowcharts to document activities • Creative to support the end-result, not
creative for the sake of creativity
• Combine on/offline activity for
maximum effect • The Managing Director is not an influencer
To make the motor run
smoooth and with great effect,
nothing is left to chance
36. Tip : Your MWRs Most Wanted Responses
What are you
trying to
accomplish?
What is your most
important MWR?
MOST WANTED
RESPONSES?
37. Tip #3: Getting the attention you deserve
From – never Subject – oh,
change the sender very important
address/name
Preview pane: Be sure that
your compelling reason to open is at
the very top
38. Tip : Test test test
• Test and measure
• Measure and test
• Constantly check
how you are doing and ask
yourself how you can improve
your results.
39. Tip # 4: Differentiate your messages
(content) with profiling
39
40. Tangible increase in your results
What is profiling?
A process of meeting customers needs by collecting
information about them. This information can be obtained
with volunteered/declared information from the customer
or collected passively (observing the customer’s
behavior patterns).
Marketers actively applying profiling get better results
• Open rate by 10 – 30%
• Click-through rate by 20-40%
• Conversion to buy ratio by as much as 80-90%
• Lifetime of a subscriber increases dramatically
• Decrease of opt-out rate
(c) Michael Leander Nielsen, 2008 40
41. First + last Name
My B2B profile Email
My B2C profile
Position? Mobile #
Influence? Male
39-45 yrs. Old
Married (wife)
Size of company Kids (#, sex, age)
Budget for X
Annual use of Y Income (no)
Assets
Bying process Property
When, how
CFO’s
Lifestyle
Soft data Preferences
Preferential Status of X
information
Basic
Demographics
Basic A press photo conceptualized by Affluent
demographics a German creative who spent too much neighbourhood?
time in Berlin….
(c) Michael Leander Nielsen, 2008 41
42. Targeted content – example B2B
Decision Influencer Technical Other parties
maker dude
Finance offer X X
New competitor
X X
benchmark
Company news
X X X X
and stuff
If
Executive White If clicked X or
clicked No If clicked Y
Paper Y
X
Product news with
X
a techie angle
Do not underestimate the power of good content, nor the
work involved in creating good content
42
(c) Michael Leander Nielsen, 2008
43. These 10 tips will get you off
to a good start
1. Start with the development of your permission marketing strategy
2. Ensure that you are offering a compelling reason for people to opt-in
3. Create a certain amount of relevant and unique content
4. Calculate your expected ROMI
5. Build your permission database by utilizing all possible channels
6. Ensure that you have systems in place to handle opt-in, opt-out,
measurement, individualizing and preferably integrated with your
CRM/ERP system
7. Combine media-channels for optimal effect and performance
8. Work with your content, timing and creative
9. Expect quick results quick - and improved results over time
10. Consult an expert if in doubt
(c) Michael Leander Nielsen, 2008 43
44. No more miracles?
Advice:
Successful permission marketing
doesn’t happen over night. Planning
and a long term perspective is required
(c) Michael Leander Nielsen, 2008 44
45. Thank you for being the
perfect listener
• Good luck with permission based e-mail
marketing in the future
• Questions or comments – drop me a line at
mln@fokusintegrated.com
• Sign-up to the Meemoo2 Marketingboss
Newsletter here: http://tinyurl.com/63gjd7
(c) Michael Leander Nielsen, 2008 45