fairfax session
TRANSCRIPT
The Granddad of
Online MarketingEmail Marketing by Glenn Edley
Consistency
Trust
Loyalty
Bars & BBQs
Why email marketing?
Because it works.
$50 back for every $1 spent. [DMA]
Our benchmark
10X
Example 1: Retailer
1900%Goal: To drive traffic in-store for a 3-day
clearance sale.
Outcome: Record sales over the specified
period. For every $500 they spent with
Spikemail, they got $10,000 in sales.
Example 2: Car Dealer
95,900%+Goal: To gauge interest in a new model and encourage purchasing of the vehicle.
Outcome: The dealership sold six vehicles at the launch event and another three over the following days, which meant that their $1,500 investment with Spikemail earned them $1.4 million + in sales.
The biggest change
94% 50%
3.1 Billion
4.1 Billion by 2015
Glenn’s Top 4 Reasons
1. Keeps you top of mind
2. It’s your database
3. Targeted
4. Measureable
Spam
Email Marketing
Actual Email Marketing
DIYContent reminder
Content in
Content collated
Content sent to builder
Email built
Email tested
Email sent to client
Client feedback
Changes
Test
Repeat
Schedule
Deliver
Review
Resend if required
Report statistics
16
ManagedCollate content – or use copywriter
Send it to provider
Review test
Provide feedback
Approve
Read the provided statistics report
6
BIGGEST difference
Care
Better ROI
Little bit on delivery
How many emails
should I send?
Send less, more often.
Database
Where’s yours?
Who owns it?
Build one
Glenn’s never fail line:
“Have you got an
email address I can
send that to?”
Compliance
Compliance is simple
1. Ask first
2. Tell them what you will be doing
3. Send
4. Have a one-click unsubscribe
Email plays well with
others
Email plays well with SMS
Text copy on flyers, POS,
TV and any other instore or
marketing materials.
Text your email
address to
341 to sign up
and receive …
Thank you email sent. We
can ask them for more
information here.
TIP: This is where we can
start the persons association
of value to our emails with a
triggered follow up campaign.
Email plays well with
Email plays well with Video
To finishStay top of mind
Build a list by asking
Send less, more often
Email with purpose
Start now
Consistency
Trust
Loyalty
Bars & BBQs
Remember
Questions?
PhotosLets dive in http://goatlove.files.wordpress.com/2010/06/maine-3-019.jpg
Earth - http://earth.imagico.de/views/newzealand_whole_large.jpg
Brick wall - http://onlyhdwallpapers.com/
Apple products – http://apple.com
Postman Pat - http://img.thesun.co.uk/multimedia/archive/00597/pat2_682_597218a.jpg
Gold bar - http://www.goldenmoney.ca/buy-gold-bars-silver-coins-online/images/01-gold-bar.jpg
Kids playing - http://upload.wikimedia.org/wikipedia/commons/0/08/Children_playing_tag.jpg
NZ Heart – Glenn Edley
Questions – Glenn Edley