T alk to Me: Permission in a Multichannel World Dela Quist CEO Alchemy Worx January 22 nd 2010
2 Attracting eyeballs is hard work!
3 It helps to look through this end!
Eyeballs Cost £ $ € ! Acquisition Other Nov 1998 - AOL buys • Affiliates • Netscape for $4.2 Billion Co-brand deals • Oct 1999 - excite@home • Licensing • Buys Blue Mountain Arts for $780 Million Natural Search • Jul 2005 - News Corp buys • Paid search • MySpace for $580m TV Press Radio etc • Dec 2005 – ITV buys • Sponsorships • Friends Reunited for £120m List Rental • Oct 2007 – Microsoft buys • Opt-in Email • 1.6% stake in Facebook for $240m 4
THE FIRST LAW OF EMAIL MARKETING IN A MULTI-CHANNEL WORLD Email should be the primary means by which someone you already know, visits your site, transacts with you or interacts with your brand online. 5
Permission Options • Single • Double • Soft/Existing Customer
The Value of Opt-In Exact Target 2009 Email List Growth Study
Forget Relevance - It's About Value! • Value 1 : a fair return or equivalent in goods, services, or money for something exchanged 2: the monetary worth of something 3: relative worth, utility, or importance <a good value at the price> • Relevance a:having significant and demonstrable bearing on the matter at hand b: affording evidence tending to prove or disprove the matter at issue or under discussion <relevant testimony> Instead of asking yourself: "How can I be more relevant?" Ask how you can add more value to your email communications. You will then, by default become more relevant, and more importantly, you will be providing your subscribers with a reason to stay subscribed and interacting with your email program.
This is all about value
Why is Email the only channel where FREQUENCY is a dirty word? 10
Email as a Branding Tool: Leveraging the Nudge Effect 17 Thanks to Derren Brown
Impact of Unopened Email on Sales and Traffic Via Other Channels • Natural Search • Paid search • Affiliates • Bookmarks and typing in the URL 18
Basic Metrics
The Holistic Approach to Email Marketing 23
Reach 25
Frequency 26
What Difference? B2B B2C
Activity Schema {73,121 combinations – TOP 56 presented} Key:
Activity Schema Key: {N combinations – TOP 56 presented}
Credits/Thank You Big Thanks to: • All our clients • The consulting team back at Alchemy Worx Dela Quist Call or email me at: +44 207 025 2100 dela@alchemyworx.com http://www.alchemyworx.com/ Blog Posts: http://dmaemailblog.com/2009/06/10/inactive-or-unemotionally-subscribed/ http://dmaemailblog.com/2008/09/02/maximising-roi-without-overmailing-how-to-determine-the right-send-frequency-for-your-email-campaigns/
Recommend
More recommend
