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email marketing – beyond the email marketing – beyond the broadcastbroadcast
David SmerdonDavid Smerdon
Head of Strategy - Vision 6Head of Strategy - Vision 6
www.vision6.com.au
AgendaAgenda
• The perception of email• Why direct makes sense• Is your business in e-denial?• 5 list growth tips• Transactional emails• What is Lifecycle Marketing?
www.vision6.com.au
The perception of emailThe perception of email
• Nigerian scammers – Dear Mr Sir, we congratulate yourself on your $1,000,000 pound inheritrence!!!!!
• Viagra peddlers• Russian brides – I be good to see you• Indian web development companies• 20% off MBA degree certificates• Add 2cms to your penis!
BUT many large brands are realising the benefits of legitimate email marketing
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Why direct makes senseWhy direct makes sense
“Myer will this year spend more on direct marketing to its Myer One customers than all of its other advertising put together, according to Chief Executive Bernie Brookes”
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We’re in a time of microscopic We’re in a time of microscopic accountabilityaccountability
“I know at least half of my advertising is wasted I just don’t know which half”
Henry Ford
www.vision6.com.au
www.vision6.com.au
www.vision6.com.au
www.vision6.com.au
www.vision6.com.au
Mass media – TV, radio, print
• Constructed by professionals
• High investment
• Targeting new prospects & some existing customers
Balancing your ROI in tough timesBalancing your ROI in tough times
Email marketing
• Constructed in-house / DIY solution
• Lower investment
• 100% targeted to EXISTING customers + ‘flytrap’ web traffic to grow databases
Q: Will encouraging your existing customers to spend more money, more often improve your ROI?
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More relevant dialog more often = More relevant dialog more often = deeper customer relationships and a deeper customer relationships and a more profitable, loyal customer basemore profitable, loyal customer base
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Is your business in e-denial?
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5 list growth tips5 list growth tips
www.vision6.com.au
1. Best practice enews registration
1. User locates the register area on the website
2. Register for the enews via a
web form
3. Thank you for registering page
appears
6. User receives their first
automated welcome email
5. User hits confirm and are
directed to a confirmation page
4. The subscriber receives a
confirmation email
Step 1. First email
Step 2. Registration web form
Step 3. Thank you page with ‘refer a friend’ link
2. Re-contact & send to friend
Step 4. ‘Refer a friend’ web form
Step 5. Thank you page
Step 6. Friends email
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3. call centre / in-store registration
4. Acquisition via receipts
5. Audit your existing assets
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Transactional emailsTransactional emails
Often a missed opportunityOften a missed opportunity
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Transactional emails can give you Transactional emails can give you permission to conversepermission to converse
What are they?
• Any communication that forms part of the sales process i.e. confirmation email for subscribing to a newsletter, booking confirmations or a receipt email from an online purchase
• Transactional emails get through more spam filters because they consist of important customer information
www.vision6.com.au
www.vision6.com.au
“Transactional email offers the highest open and click-through rates of any type of email – 70% open rate for transactional email v 33% for opt in email”¹
“Less than 1% of email marketing funds industry wide are spent on transactional emails”²
Source: 1. Harte-Hanks metrics, 2005 2. JupiterReasearch, “E-mail Model” November 2005
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Advertising is working hard to get new leads
But the conversion
engine is letting the team down…
Apple's iTunes
Transactional e-mail receipts contain three "if you liked this, you'll also like" recommendations, an approach that turns a cost center into a profit center
Clickz 5th October 2007
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What is Lifecycle Marketing?
• Lifecycle Marketing is the evolution of the broadcast email
• Moving from one list to segmented lists to deliver the rightmessage to the right person at the right
• Basic Lifecycle Marketing can be as simple as;
– An SMS when your dry cleaning is ready– Email reminder of your dentist check-up– Email receipt or thank you for your purchase
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Triggered campaigns leading up to a holiday
Capitalising on the holiday emotion
