using viral marketing and email marketing
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Web Design, Development and e-marketing
Using viral marketing and email marketing as part of an integrated marketing campaign
By Tink Taylor
Web Design, Development and e-marketing
About Ellipsis Media
Established 8 years Built dotMailer a leading
email marketing service provider
DMA email marketing council member
Websites, microsites, intranets
Specialist expertise Not-for-profit Corporate
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Case Study - Overview
Effective use of email marketing
Maximising viral website traffic
Raising brand profile and increase organisational awareness
Increasing subscriber lists
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The Virus
You have to admire the virus. It has a way of
living in secrecy until it is so numerous that it
wins by sheer weight of numbers. It
piggybacks on other hosts and uses their
resources to increase its tribe. And in the right
environment, it grows
exponentially…..doubling with each iteration
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What does a virus have to do with marketing?
Viral marketing:A strategy that encourages individuals to pass on a marketing message to others.
Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions
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Why do it?
Cost effective way to:
Increase website traffic Raise brand profile Increase organisational
awareness Build like minded product
advocates Create loyalty schemes
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Characteristics of a viral campaign
Provides for effortless transfer to others
Scales easily from small to very large
Exploits common motivations and behaviours
Utilises existing communication networks
Takes advantage of others' resources
The result is enhanced knowledge of products and services
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Critical success factors
Establish clear goals Define target audience Approve budget Assign resources internally Accountable project manager Allow sensible timescales Innovative ideas
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A Case Study: Plastics Europe
Represents the interest of the plastics manufacturing industry in Western Europe at European level and promotes the benefits of plastics in every aspect of life
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Plastics Europe - Goals
Raised awareness of plastics good uses
Positive environmental issues Subtle product information Link to good cause
Sponsorship of Wateraid*
* Global charity established by water companies eg Thames Water
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WaterAid Benefits / Aims
Increase e-mail subscriber database
Pool of future donors Raise awareness water
sanitation programmes No financial outlay from the
reader Users involvement Increased donations to the
organisation
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Integrated Campaign Features
Campaign Functionality Design & build branded microsite Launch via email across Europe Linear ‘call to action’ Daily Competition Daily Quiz Tell-a-friend feature Totaliser of clicks Animations of ‘growing village’ –
triggered email updates Daily email reminders
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Concerns addressed
Anti fraud click detection Correct permissions and opt ins
Information commissioners office
www.ico.gov.uk
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How it worked
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Web Design, Development and e-marketing
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Web Design, Development and e-marketing
Web Design, Development and e-marketing
How was it marketed?
Emailed to all WaterAid opt-in contacts
Promoted on WaterAid / PlasticsEurope websites
Promoted through water authorities
Links from partner websites using banner toolkits
Viral messages seeded in web forums / discussion rooms
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How was it tracked?
dotMailer provides extensive tracking tools Delivered, opened, forwards, opt outs
Microsite content management system tools Daily click reports Anti-fraud click blocking & analysis
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Campaign outcomes
1.5m clicks (€150,000 donation) in just 6 weeks
bonus of 500,000 clicks (€50,000) in under 1 week
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The Overall Results
Benefits to Plastics Europe Increased brand awareness Positive environmental message seen
1.5m times
Benefits to Wateraid Increased online donations More supporters to the cause New ‘e-news’ signups
Follow up campaign based around world cup – “kick to give”
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In Summary
Creative viral marketing allows smaller businesses to punch above their weight
Rapid growth in brand awareness & opt-in lists
Fractional costs of traditional media
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Contact Details
Tink Taylor - Business Development Director
t: 0208 239 1146e: [email protected]
w: www.ellipsismedia.co.uk