1. ADMA Digital Marketing Course 2009 Email David Smerdon Head of Strategy - Vision 6

4. Why consider email?

5. Campaign Finishes Customer contact is broken with no details captured The prospect or customer is gone without a trace…

6. The exploding ‘Groudswell’ Source: Forrester, Groundswell Silence propagates assumption

7. Speed to market Why email?

8. Tailored one to one communications that can inspire action - one click away from a sale

9. More relevant dialog more often = deeper customer relationships and a more profitable, loyal customer base

10. Cost Sending 5,000 emails per month; Access fee $50.00 Email send costs $100.00 $150.00 per month Monthly access fees Total Records Monthly Fee 0 - 1,000 $30 1,001 - 5,000 $50 5,001 - 15,000 $90 15,001 - 50,000 $150 50,001 - 500,000 $220 Cost per email Number of Emails Cost per Email 1 - 200 4 cents 201 - 2,000 3 cents 2,001 – 10,000 2 cents > 10,000 1 cent

12. Why 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”

13. Will encouraging existing customers to buy more often be more cost effective than finding new customer? Those who buy products marketed through email spend 138% more than non-readers of email (Forrester Research, 2008)

14. We’re in a time of microscopic accountability “ I know at least half of my advertising is wasted I just don’t know which half” Henry Ford

20. Is your business in e-denial?

21. Design, construction and deliverability 5 best practice tips

23. Width over 650px. Recipient has to scroll left to write to read the email

28. Images switched off Images switched on

29. Content & Anticipation

31. But what am I going to write about? Who is going to write my content?

32. How elastic is your brand?

36. Q: Do all your customers want the same thing from your business / brand? i.e. The target groups for a travel company might range from a 20 year old backpacker to a 65 year old couple who love cruising Segment for relevancy

37. Retaining unsubscribers

38. Transactional emails Often a missed opportunity

40. My trip to the coast…

41. “ 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

42. Advertising is working hard to get new leads But the conversion engine is letting the team down…

44. 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 5 th October 2007

45. 3 list growth strategies

46. 1. Best practice enews registration 1. Website registration 2. Registration web form 3. Thank you page 4. Confirmation email 5. Confirmation page 6. First eNewsletter

47. 2. Call centre / in store registration

48. 3. Audit existing assets

49. Spam compliance

56. Lifecycle marketing, conditional content and geo-targeting Header Footer Standard introduction Conditional content based on area of interest Property listings Open houses

59. Questions? Contact: David Smerdon [email_address] Ph. 07 3123 5005