New Tricks for an Old Channel
Paul Otness Senior Consultant - Digital
Electronic Direct MarketingBreakfast Presentation 12 October 2011
What is eDM?Marketing Universe
Marketing
Relationship marketing
Direct marketing
Online Marketing
Permission based marketing
Electronic direct marketing*
Micromarketing**
More than simply sending emails
• Database and list management
• Planned and strategic
• Complimentary to other marketing
activities
• Accountable and accurate
• Efficient and manageable
• Attainable activity
Who can you use eDM for and why?
• Existing customers
• New customers
• New leads and lead conversion
• Start dialogue
• Refresh (relationships, messages,
offerings)
• Opportunities
• Corporate communications
Electronic direct marketing is
• Relevant
• Effective
• Cheap
• Engaging
• Segmentable
• Measurable
Why is it important?
More than 93% of online [consumers] are
*subscribers
What (or who) is a *subscriber?
“A subscriber is an individual who has
decided to take the time to let an
organisation know that they would like to be
specifically and relevantly communicated
with”
88% of subscribers check email daily
Subscribers receive an average of 44 emails a day
25% are permission based
Subscribers
• Believe all subscribed email is important
• Don’t always want to ‘buy’ something
• Don’t appreciate irrelevant messages
• Allow themselves to be easily managed
• Trustworthy (privacy, information sharing)
Subscribers
• Advocates
• Familiar
• Interested (messages, brand, offerings)
• Want to be known by you
• Want you to know them
• Asking for relevance
• Benefitting from receiving your
information
So subscribers are gold.
Secrets of success
Decide on what needs to be done
• All – database, list, create, build, send,
report
• Some – any of the above without doing all
• Existing – what is it? Could it be better? Is
it fine?
• New – Great, an opportunity!
• Reports and measurement – learn, grow,
share
• Refine – optimal, maximum, superlative
etc
Define the market segment you wish to target
• It is distinct from other segments (different
segments have different needs)
• It is homogeneous within the segment
(exhibits common needs)
• It responds similarly to a market stimulus
• It can be reached by a market intervention
Relevant and specific messages are critical.
Be relevant
Which means….
Remember:
• Think, plan and deliver
• Develop a strategy
• Remain dedicated
• Be friendly and honest
• Ask, never demand
• Educate, never sell
THANK YOU
CreditsRoland T. Rust and Richard W. OliverThe Death of Advertising Journal of Advertising – American Academy of Advertising 1994Wikipedia – Market segmentationExact Target – Email X-Factors 2011Marketo – 2011All images remain the copyright of their respective owners. All images are used for educational purposes only, not for commercial gain.
