ignite breakfast series - edm's presented by paul otness
DESCRIPTION
With electronic direct marketing and email being used to greater effect, newer and more innovative techniques are being applied to push the boundaries of what this channel can deliver. eDM can be an easily misunderstood marketing function. Perhaps because email carries stigma from earlier times when email was pushy and interrupting. Perhaps messages in your inbox have been completely normalised to the point of being ignored because they are so common, or maybe emails have been created without professional design considerations. Whatever the case used to be, it isn’t so anymore. The digital landscape has changed and email hasn’t been sleeping. The following presentation outlines the basic elements of eDM's and why it is an important communication tool.TRANSCRIPT
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.