unlock the brand potential of your email campaigns by @delaquist
DESCRIPTION
Unlock the brand potential of your email campaigns! Dela Quist keynote presentation for Fusion Marketing Experience Brussels. #fusionmexTRANSCRIPT
Unlock the brand potential of your email campaigns!
Presented By: Dela Quist, CEO Alchemy Worx
Alchemy Worx Clients
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What difference?B2B B2C
Disclaimer: Permission is everything
Single
Double
Soft/Existing Customer
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Attracting eyeballs is hard work!
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It help to look through this end!
Reaching People costs £ $ €!
Nov 1998 - AOL buys Netscape for $4.2 Billion
Oct 1999 - excite@home Buys Blue Mountain Arts for $780 Million
Jul 2005 - News Corp buys MySpace for $580m
Dec 2005 – ITV buys Friends Reunited for £120m
Oct 2007 – Microsoft buys 1.6% stake in Facebook for $240m
Affiliates Co-brand deals Licensing Natural Search Paid search TV Press Radio etc Sponsorships List Rental Opt-in Email
Acquisition Other
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SEO Success or Email Failure?
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Email should be the primary means by which someone you already know, visits your site, transacts
with you or interacts with your brand online.
THE FIRST LAW OF EMAIL MARKETING IN A MULTI-CHANNEL WORLD
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What are you trying to achieve?
Higher open rates? Higher click rates?Relevance?
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Relevance Timing Triggered messaging Behavioural targeting
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Current thinking dominated by DM techniques - RFM
In effect what we are trying to do is get everyone to open click and buy from every email they get from us by
sending fewer and fewer messages!
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But what about Branding?
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Send More!
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Branding is about influencing behaviour
Relevance and timing are about being influenced by behaviour
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Opens and Clicks?
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Basic Metrics
Weekly Open & Click Reach
Open and Click Rates/ Open and Click Reach
Open and Click Rates/ Open and Click Reach
2008 2009 2010
Email – The Nudge Effect
Impact of Unopened Email on sales and traffic via other channels
Natural Search Paid search Affiliates Bookmarks and
typing in the url
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Spent over €
20 000 in la
st 12 m
onths
Frequency
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Reach & Frequency
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Email-Worx: Weekly newsletter for email marketers
ArchiveSubscribe
Articles and blog posts by Dela Quist
What to do about inactive subscribersMaximising ROI without overmailing – how to determine the right send frequency for your email campaigns Lies, Damn Lies and Statistics relating to EmailThe Nudge Effect in Email MarketingForget Relevance it’s about value!
Questions?