1. Results Oriented E-Mail
Marketing:
My Personal Journey from D-Mail to
E-Mail, and, maybe on to F-Mail
By Dickie Soriano

2. “The real danger is not
that computers will begin
to think like men but that
men will begin to think
like computers.”
Sydney J. Harris

3. This talk
is NOT about: it is ABOUT:
- Technology - Targeting
- Making a one-time sale - Finding and keeping a
and running away customer
- Software - Common sense
- Using the cheapest - Using the most cost-
medium available effective medium
- Sending out e-mails - Developing a marketing
strategy

4. The problem with Email Marketing

5. A bit about my spotted history
• Started direct mail
business in 1988
– Targeted, compared to
mass media
– Results-based: a query, a
sales lead, a sale
– Individual Customer,
rather than faceless AB
Upper C

6. D-Mail Lessons for E-Mail

7. Direct Mail in Philippines
• Mostly unsolicited
(credit cards,
insurance, real
estate, catalogs)
• Mostly worked (at
least the ones we
did) at generating
an ROI

8. What made ‘junk mail’ work?

9. In classic direct mail, the outer envelope
is the first thing the reader sees
Name of organization and sender
is prominently displayed
Teaser
copy to
make you
want to
open the
envelope
and read
contents
List code on label

10. In classic DM, the letter was crucial
A story Johnson box for headline
written to offer, typically bold or
an underlined
individual,
by an
individual
Typeface chosen for
readability for
sustained reading

12. Tested offers
Tested lists

14. The real secret to results
in direct mail:
Ruthless testing

15. Sampaguita Pack vs. Kuya Bill Pack
List: BPI Credit Card Holders
Table. Comparison 55 Days After 1st Mailing / Full Mail-Out
One Time Pledge TOTAL
Pack Response Amount Response Amount # of Responses Project Amount
# Rate (%) Highest Lowest Total Average # Rate (%) Highest Lowest Total Average Resp. Rate (%) to be raised*
835
Sampaguita 779 0.433 50,000.00 10.00 1,088,181.25 1,396.90 56 0.031 2,000.00 100.00 37,250.00 665.18 0.46 1,535,181.25
1816
Kuya Bill 1445 0.723 15,000.00 100.00 1,661,556.00 1,149.87 371 0.1855 6,000.00 50.00 239,588.00 645.79 0.91 4,536,612.00
*assuming pledges w ill last for 12 mos.
Difference 666 0.290 (35,000.00) 90 573,374.75 (247.03) 315 0.15439 4,000.00 (50.00) 202,338.00 (19.39) 981.00 3,001,430.75
(Kuya Bill less 0.44
Sampaguita)
Kuya Bill/Sampaguita 185.49 166.94 30.00 1000.00 152.69 82.32 662.50 596.25 300.00 50.00 643.19 97.09 217.49 295.51
(%) 195.74

16. The obvious problems of direct mail
• Expensive: printing, postage, list rental
• Long gestation: from brief, to creative
development, to tests (creatives, lists, offers)
to analysing results
• The more people send out direct mail, the less
effective it becomes (junk mail vs relevant
mail)

17. The beauty of e-mail

19. My personal experience of a
results-oriented e-mail

20. Sent by our
Creative
Director Deals with a subject Contains
(female) close to any working promising *.jpg
man’s heart files, which,
given the
subject line, is
bound to be
worth opening
Can you relate to this typical e-mail?

21. How many of you will:
a. Open it immediately
b. Wait to make sure no one else is lurking
behind you before opening it
c. Save the files into a secret folder and open it
at your leisure
d. Delete the message without opening any of
the .jpg files

22. If, like me, you answered ‘a’ and
opened the file immediately, here’s
just a small teaser of what you
would have seen

24. There are any number of lessons you
can get from this:
• Never , ever expect that your female creative
director will forward anything enjoyably
pornographic
• The techniques of classic direct mail are used
by the most successful e-mail messages

25. De-constructing effective e-mails

26. 1. The e-mail has to come from a
trusted or known source
• A known brand, a known person
• Opt-ins are important, to get through spam
filters (but even then, not a guarantee)

27. Consumers find promotional emails from companies
they already have a relationship with most useful!
68%
Promotions/Offers
Site/Prod. Info 47%
Useful Info 24%
Entertainment 22%
Promotions/Offers 14%
Useful Reminders 13%
Companies with Relationship
6%
Site/Prod. Info
Companies with
No Relationship

28. A case in point:

29. In contrast

30. 2. The e-mail must be relevant

31. An even more relevant e-mail!

32. The value of relevance
Email marketing is increasingly more effective as marketers
learn to segment and target their customers
with individualized, relevant information and
offers at a time that is right for them, rather than
the organisation. According to Epsilon’s Email Trend and
Benchmark Report11, volume of email has increased, as
too have open and click rates. Deliverability rates have also
increased – 91% of email is thought to now hit the inbox
compared with 84% in 2008, and bounce rates are on the
decline. The advent of social media has enhanced the
efficacy of email rather than caused it to decline.

33. 3. The shorter the email, the better
• This is in marked contrast to direct mail,
where the more information you put in the
mailing pack, the better the response rate
• Then again, in an e-mail with hyperlinks and
an active internet connection, the receiver has
information he needs at his fingertips

34. email Offer based
Short text 4,120 open rate
email Product Based Long text 3,642 open rate
Short text 4,376 open rate Short text 23.67% CTR
Long text 4,174 open rate Long text 18.47% CTR
Short text 23.61% CvTR
Long text 18.47% CTR

35. 4. E-mail use is strategic, not
promotional
• Look within the marketing context, not as a
stop-gap measure
• Never as a ‘panic button’ to push when sales
are down

36. The Bigger Picture
Information
Product & Service Detailed brand support
Attributes Differentiation
Value  Questionnaire
Solutions Consideration  Virtual trial/demonstration
 Target and identify:
Attitude (configurators & locators)
registration process Gap  Information on demand
(Personalization)  Call to Action
Prospect
Prospect
Brand Suspect
Awareness Acquisition Conversion
Gap
Customer
 Response Mgt.
Market  Lead Cultivation
Sales  Close Sale (Build-In Metrics;
ROI/LTV)
Gap
Data Capture
 Profiling
 Segmentation Retention Customer
Cross-Sell  Cross-sell/Upgrade
 Customer Moments of Gap Care  Loyalty Build
Truth  Enterprise wide service & support
 Link to db and legacy
systems
Post-Sale
Service/Support

37. 5. An e-mail should make it easy for
me to give you my business

38. Links to different
landing pages of
website

41. Real time
choices of
available
inventory,
with
specific
prices

42. 6. Results-oriented e-mail does not
have to be boring

44. Putting our brains together for a
quick exercise
The Ateneo Family Business
Development Center

45. Quick Case
• Ateneo Family Business Development Center is
holding a series of seminars on family businesses
– They have a database of previous seminar participants
– They do not want to spend on a print ad due to likely
election clutter
– They have access to Ateneo alumni e-mail
– They are given space on the Ateneo web site
• How should they get people to enroll in their
seminars, given their limited budget?

46. Your suggestions

47. What we actually did
• Small cheap and dirty website
(www.ateneofambiz.com)
• Facebook ad
• E-mail Blast
• Fax Blast
• Outbound telemarketing
• Tarp on campus
• Small print ad on PDI

48. The results?

51. And the winner
is:
Page 3, Business
Section,
Philippine Daily
Inquirer

52. From D-Mail To E-Mail.
Is F(B)-mail about to take over?

54. “More people now spend more time
on social networking than on e-
mail”
Nielsen, 2009

55. Global Consumer Trust in Ads
1. Friends recommendations
2. Brand websites
3. Consumer forums
4. Editorial content
5. Branded sponsorships
6. Television
7. Newspapers
8. Magazines
9. Radio
10. Billboards

56. “Social networks are arguably having
an even greater impact on small
businesses than on the big league.”
Economist, January 30, 2010

58. What’s next for the people in this
room?

60. Thank You
dickie.soriano@bcdpinpoint.com