Writing emails for success
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The document discusses writing effective email copy. It notes that the media landscape is changing as social media and consumer opinions gain prominence. It recommends obtaining permission, being relevant, keeping things simple, and maintaining consistency. Email can be used to connect all communication by extending messaging across platforms. Testing is important. The key is to have a clear objective, do research, make the content king with a good subject line and call to action, and consider what's in it for the reader.
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Writing emails for success
- 1. Writing Emails for Success Presented by Rebecca Johnson Data & Direct Strategist, BCM
- 2. The media landscape is changing
- 3. Social media is more than a passing fad Source: Nielsen Online Australian Internet and Technology Report’
- 4. Technology is shifting the paradigm
- 5. Consumers are leveraging each other and their opinions to determine who to ‘trust’ Consumers trust dialogue with their peers Ranking of “Trusted” Sources of Information 0% 20% 40% 60% 80% 100% “ I trust:” Source: NACTAS Q3 2006 Media & Marketing Online Survey Recommendations from friends/family Ads on mobile phones Web banner ads Search engine ads Branded Web sites Ads in magazines Ads on radio Ads on TV Ads in newspapers Requested email updates Consumer opinions posted online
- 6. What does the future hold?
- 10. Permission and data are crucial
- 11. Be clear on objectives
- 12. Do your research
- 14. Test, test and test some more
- 15. Permission is critical Clear, simple call to action with one objective in mind - permission
- 18. Consistent messaging carried to landing page
- 19. Pulling together to extend your messaging
- 20. Examples of Message Extension
Editor's Notes
- So much has been written about the basics of successful email marketing. Consumer centricity, relevance, good content, compelling copy and continuous improvement. Today, I’d like to take a step further and address how to take email planning to the next level, and look at some of the changes that will affect how we as marketers write for leverage email in the near future. How to leverage current Direct Marketing best practices and knowledge and synthesise it with the paradigm shift in the way consumers interact and leverage technology to access their email (what defines relevant, best practices when communicating with the youth generation, what changes do 3G deliver to the way we communicate via email?) How to leverage (and anticipate) advances in technology to write and plan emails for success How these advances in technology will render what content remains personal and relevant and how you as a marketer can stay ahead of the curve. This session will take a look at what relevant and personal communication might look like in the near future, and how to apply changes in the way people are interacting with technology to writing successful emails.