Traction DigitalYour Supplier

and Your Team’s Skillset

Current Situation?

*Source: Responsys Big Australia report / EConsultancy's Email Marketing Census 2012

In-house or External Specialist ?

In-House: Full time resource needed. Considerable communication activity required. Not straight forward to drive on results. Not core business.

External Specialist: Use on as needed basis. Result driven. Core business, constantly challenged to outperform.

Skillset key to low acquisition and conversion costs!

How do I know that my team needs up-skilling?

Source: EConsultancy's Email Marketing Census 2012

Digital is highly measurable

•Measurement of interactions•Bounce from home page•Opens and Clicks on Emails

•Call Centre Activity

Benchmark Yourselves – Are you improving?

What tools are available for Benchmarking?

Source: EConsultancy's Email Marketing Census 2012

eConsultancy

Hub Spot

Monetate

MediaPost

Maturity Assessments

What might I need to assess?

Source: EConsultancy's Email Marketing Census 2012

Design – Multiple Device and Browser

Testing Processes – Are they defined?

Reporting – Do you have KPI’s?

Best Practice – Do you meet these?

Legislative – Are you compliant?

Technology Advances – Do you know what is out there?

Design and Optimisation

• Responsive Design

• Testing for multi browser/multi device

• 76% of Australian organisations do not run AB

testing of subject lines or AB testing of images

• Do you team have a process around this?

If an email does not display correctly,69.7% will delete it immediately.

As of end 2012, more people view email on mobile devices than on their Desktop or Webmail

clients.

How do I get the RFP right?

Have a defined strategy(or get expertise to help you with this)

Digital is highly measurable

RFPs should be written around specific business outcomes

What should I be looking for in the response?

StrategyUnderstanding of your current situation

Partnership ApproachRegular reviews

Focus on your outcomesSupport around expertise

Proactive advice on effective executionFlexibility and Scalability

Budget Beyond Your Platforms

Technology does not drive resultsExpertise and strategy do

Expertise can cost as much as the platforms

Skill+

Expertise__________________________

Stronger EngagementRight Content, Right Audience

Right Format, Right Timing__________________________

Questions?

Nigel Lindsay-SmithSales Director(02) 9469 5769