The document discusses email marketing strategies. It notes that email is a cost-effective marketing channel with high returns on investment. However, it warns that marketers are often motivated by low costs per thousand impressions rather than relevance, such as by sending to large lists including inactive subscribers. The key to successful email, it argues, is sending timely, targeted, and relevant messages only to subscribers who have opted in.

1. RECESSION PROOF EMAIL MARKETING Online Marketing Summit Chicago 27 May 2009

5. Flickr Photo: a2gemma

8. HUH?

9. Good News Email is cost effective “ Discussions with marketers and vendors indicate that CPM sending costs are at their lowest levels in years” Forrester (2009)

11. Good News Email has a killer ROI *more than 2x search and other marketing channels DMA And Reality… Year ROI 2008 $45.06 (actual) 2009 $43.52* (proj) 55% of respondents expect ROI from email to be higher than any other channel. Datran Media (2008) Perception…

12. Good News Anyone can send email 47% of marketers planning to boost their traditional marketing budgets this year Aberdeen Group (2009)

14. Good News = Bad News Email marketers are motivated by low-CPM tactics that conflict with relevancy. Untargeted email that does not involve the use of dynamic content and more advanced features will continue to enjoy lower CPM (cost per thousand) sending costs than their more sophisticated counterparts, since these advanced email marketing features are typically associated with premiums. Additionally, email marketers are often motivated by the wrong incentives — such as sending to larger lists that include nonresponsive subscribers — simply to benefit from lower CPM sending costs. However, such practices often conflict with best practices such as reducing list sizes to weed out dormant subscribers, the use of relevancy to dictate frequency, and the notion that email marketers should be rewarded based on subscriber engagement rather than list size. (Forrester, 2009)

19. The Secret to Successful Email Marketing

20. The Secret to Successful Email Marketing Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them “… delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)

21. The Secret to Successful Email Marketing "I DELETE ALL OF THAT JUNK EMAIL!" But wait. Many consumer are saying…

22. The Secret to Successful Email Marketing THE PERFECT EMAIL IS LIKE THE PERFECT MEAL

23. Timely

24. Timely

25. Targeted Flickr Photo: biskuit

26. Targeted

27. Relevant

28. Relevant

29. Relevant

30. Relevant

31. Subscribers Who’ve Asked

32. Subscribers Who’ve Asked

33. Subscribers Who’ve Asked

34. Subscribers Who’ve Asked