using email for marketing ispa 8 september 2004 john arnesen

Using email Using email for Marketingfor Marketing

ISPA 8 September 2004ISPA 8 September 2004

John ArnesenJohn Arnesen

Acknowledgement – Marketing Federation of Southern Africa

BackgroundBackground

• IPSA requested that a representative of IPSA requested that a representative of the Marketing Federation of Southern the Marketing Federation of Southern Africa present the mfsa Guideline on Africa present the mfsa Guideline on using email for marketing to this using email for marketing to this conferenceconference– www.mfsa.co.zawww.mfsa.co.za– mfsa setting up GAMPP (Generally Accepted mfsa setting up GAMPP (Generally Accepted

Marketing Principles and Practice) which Marketing Principles and Practice) which would include this guideline.would include this guideline.


Background continuedBackground continued

• GAMPPGAMPP– Codes, Standards, Legislation, Guidelines, Best Codes, Standards, Legislation, Guidelines, Best

practice. First edition 2005.practice. First edition 2005.– Profession is gaining substance (teeth)Profession is gaining substance (teeth)

• Also wanted a non-technical marketer.Also wanted a non-technical marketer.– Professional member of mfsaProfessional member of mfsa– Chartered MarketerChartered Marketer– Commercial perspectiveCommercial perspective– Still in a strategic marketing role at SAQAStill in a strategic marketing role at SAQA


The Marketer’s perspectiveThe Marketer’s perspective


ConsiderConsider

• Mercedes vs BMWMercedes vs BMW

• ABSA vs Standard BankABSA vs Standard Bank

• Vodacom vs MTNVodacom vs MTN

• Pick‘nPay vs CheckersPick‘nPay vs Checkers

• SAA vs British AirSAA vs British Air

• Castle vs WindhoekCastle vs Windhoek

• All actually very similar ito All actually very similar ito specifications, performance and pricespecifications, performance and price


Differentiation Differentiation

• In In additionaddition to providing quality and to providing quality and value they maintain and grow market value they maintain and grow market share by continuously enhancing: share by continuously enhancing: – Brand equity (perception)Brand equity (perception)– Experience (sensory)Experience (sensory)– Design (look and feel)Design (look and feel)

• The digital medium provides new and The digital medium provides new and exciting ways to do thisexciting ways to do this


Marketing paradigms!Marketing paradigms!


Paradigm 1Paradigm 1

• 2020thth Century Century– Customer was Customer was

satisfied with satisfied with tangibles.tangibles.

• 2121stst Century Century– Tangibles are a Tangibles are a

given! Intangibles given! Intangibles will provide the will provide the significant significant differentiatordifferentiator



• 2020thth Century Century– IdeaIdea– ProductProduct– MarketMarket– SellSell– Happy consumerHappy consumer

• 2121stst Century Century– Understand Understand

customercustomer– Understand needUnderstand need– Develop solutionDevelop solution– Present and SatisfyPresent and Satisfy– Receive paymentReceive payment



• 2020thth Century Century– The important The important

things were things were • Value for moneyValue for money

• Good serviceGood service

• reliabilityreliability

• 2121stst Century Century– The important The important

things arethings are• Values of the Values of the

corporationcorporation

• Relationship with the Relationship with the communitycommunity

• Integrity/reputationIntegrity/reputation


Marketing todayMarketing today

• Way beyond the 4 P’sWay beyond the 4 P’s– Product, Price, Promotion, PlaceProduct, Price, Promotion, Place

• Is both a Science and an ArtIs both a Science and an Art– GAMPPGAMPP

• Is becoming a profession in its own Is becoming a profession in its own rightright– 4 Std Based Q’s on NQF 7 plus 4 Std Based Q’s on NQF 7 plus

Professional status CM(SA)Professional status CM(SA)


Marketing perspectivesMarketing perspectives

Just like Finance:Just like Finance:

• Marketing is everyone’s responsibilityMarketing is everyone’s responsibility

• Marketing is disciplinedMarketing is disciplined

• Marketing requires a unique set of Marketing requires a unique set of resourcesresources

• Marketing has a range of sub functionsMarketing has a range of sub functions

• Marketing is measurableMarketing is measurable


Marketing scopeMarketing scope

• ResearchResearch– Needs, Trends, OpportunitiesNeeds, Trends, Opportunities

• StrategyStrategy– Position, Branding, Products/Services, Position, Branding, Products/Services,

Packaging, Channels, ROMIPackaging, Channels, ROMI

• CommunicationsCommunications– Above the line, Below the line, PRAbove the line, Below the line, PR

• Customer ManagementCustomer Management– Retention, Acquisition, Service, DataRetention, Acquisition, Service, Data


The guideline….The guideline….


Understanding the Understanding the GuidelineGuideline• Mfsa Corporate and individual Mfsa Corporate and individual

members subscribe to the code of members subscribe to the code of conductconduct– Moral obligation to comply with all codes Moral obligation to comply with all codes

and guidelinesand guidelines– Mfsa, if need be, will take action against a Mfsa, if need be, will take action against a

member. (self regulation)member. (self regulation)– mfsa adopts a positive approach of mfsa adopts a positive approach of

encouraging complianceencouraging compliance


Email a new form of Direct Email a new form of Direct Mail?Mail?• Initially thought by most marketers to Initially thought by most marketers to

be similar. In fact just a new medium be similar. In fact just a new medium similar to Print, Radio, TV and Outdoor!similar to Print, Radio, TV and Outdoor!

• mfsa Committee (born out of the DMA) mfsa Committee (born out of the DMA) which I joined concluded that email was which I joined concluded that email was in fact significantly different and in fact significantly different and therefore need a separate guideline. therefore need a separate guideline. (to counter SPAM)(to counter SPAM)


Core differences in business Core differences in business

(my perspective)(my perspective)• No effective filtersNo effective filters

– Post and for that matter all other Post and for that matter all other mediums can be screened outmediums can be screened out

• Cost insignificantCost insignificant

• Invades time I could be using to do Invades time I could be using to do other workother work


Reason for guidelineReason for guideline

• Excellent tool that unless well Excellent tool that unless well managed would be “blocked” out of managed would be “blocked” out of the marketers tool kitthe marketers tool kit– Some worrying trends in that regard Some worrying trends in that regard

alreadyalready

• Educate the marketing community of Educate the marketing community of how best to make use of the tool.how best to make use of the tool.– Still a long way to go…Still a long way to go…


SPAM is…SPAM is…

• Unsolicited email - in other words Unsolicited email - in other words there has been no prior relationship there has been no prior relationship between the two partiesbetween the two parties

• Can be done individually or in bulkCan be done individually or in bulk

• All commercial (advertising and All commercial (advertising and promotions) communications promotions) communications included in the definitionincluded in the definition


Upfront requirementsUpfront requirements

• Express verifyable permissionExpress verifyable permission

• Clear understanding of purposeClear understanding of purpose

• Choice to opt out simpleChoice to opt out simple

• Ongoing choice to opt outOngoing choice to opt out


Senders must also ensure….Senders must also ensure….

• Data bases are cleanData bases are clean

• Failures are regularly deleted Failures are regularly deleted permanentlypermanently

• Publish their privacy policyPublish their privacy policy

• Have a valid postmaster and abuse Have a valid postmaster and abuse addressaddress

• Ensure email is not objectionableEnsure email is not objectionable


Bulk email senders must…Bulk email senders must…

• Maintain complete and accurate Maintain complete and accurate recordsrecords

• Have a valid and workable removal Have a valid and workable removal procedureprocedure

• Apply the same removal procedure Apply the same removal procedure per unique brandper unique brand

• The agent (if outsourced) complies as The agent (if outsourced) complies as aboveabove


All marketing messages All marketing messages must include….must include….

• Accurate sender details Accurate sender details

• Valid contact informationValid contact information

• Clear honest subject lineClear honest subject line

• Automatic option for un-subscribingAutomatic option for un-subscribing

• Authorisation if sent by agentAuthorisation if sent by agent


Where responses are called Where responses are called for…for…

• The terms and conditions must be The terms and conditions must be clearclear

• This is especially important where This is especially important where personal data is requested. A specific personal data is requested. A specific message should be included stating message should be included stating that this data will not be used for that this data will not be used for other commercial activity.other commercial activity.


Senders must also…Senders must also…

• Use extreme caution when using Use extreme caution when using third partiesthird parties

• Focus on properly segmented Focus on properly segmented customer groupscustomer groups

• Respond promptlyRespond promptly


Who needs to know this?Who needs to know this?

• AcademicsAcademics• MarketersMarketers• IT PractitionersIT Practitioners• Marketing industry service providersMarketing industry service providers

– ResearchResearch– CommunicationCommunication– AgentsAgents– CRM partnersCRM partners


Where do we stand?Where do we stand?

• Extensive communication to mfsa Extensive communication to mfsa members has been donemembers has been done

• Also significant media exposureAlso significant media exposure

• IT world is still leading the discussion!IT world is still leading the discussion!– IT world is introducing anti SPAM productsIT world is introducing anti SPAM products

• Marketers by “osmosis” are integrating Marketers by “osmosis” are integrating email into the marketing mixemail into the marketing mix– 1998 IMM ran the first 3 day course on e 1998 IMM ran the first 3 day course on e

Marketing!Marketing!


Closing commentsClosing comments

• Too valuable to looseToo valuable to loose

• Lots of educating still needs to be Lots of educating still needs to be donedone

• Blow the whistle where neededBlow the whistle where needed

• Work together with all the parties in Work together with all the parties in the value chainthe value chain

• Compliance become a natural a way of Compliance become a natural a way of doing businessdoing business


Thanks for listeningThanks for listeningQuestionsQuestions

Remember www.mfsa.co.zaRemember www.mfsa.co.za

using email for marketing ispa 8 september 2004 john arnesen

Documents