Unlock the brand potential of your email campaigns!

Presented By: Dela Quist, CEO Alchemy Worx

Alchemy Worx Clients

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What difference?B2B B2C

Disclaimer: Permission is everything

Single

Double

Soft/Existing Customer

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Attracting eyeballs is hard work!

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It help to look through this end!

Reaching People costs £ $ €!

Nov 1998 - AOL buys Netscape for $4.2 Billion

Oct 1999 - excite@home Buys Blue Mountain Arts for $780 Million

Jul 2005 - News Corp buys MySpace for $580m

Dec 2005 – ITV buys Friends Reunited for £120m

Oct 2007 – Microsoft buys 1.6% stake in Facebook for $240m

Affiliates Co-brand deals Licensing Natural Search Paid search TV Press Radio etc Sponsorships List Rental Opt-in Email

Acquisition Other

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SEO Success or Email Failure?

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Email should be the primary means by which someone you already know, visits your site, transacts

with you or interacts with your brand online.

THE FIRST LAW OF EMAIL MARKETING IN A MULTI-CHANNEL WORLD

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What are you trying to achieve?

Higher open rates? Higher click rates?Relevance?

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Relevance Timing Triggered messaging Behavioural targeting

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Current thinking dominated by DM techniques - RFM

In effect what we are trying to do is get everyone to open click and buy from every email they get from us by

sending fewer and fewer messages!

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But what about Branding?

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Send More!

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Branding is about influencing behaviour

Relevance and timing are about being influenced by behaviour

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Opens and Clicks?

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Basic Metrics

Weekly Open & Click Reach

Open and Click Rates/ Open and Click Reach

Open and Click Rates/ Open and Click Reach

2008 2009 2010

Email – The Nudge Effect

Impact of Unopened Email on sales and traffic via other channels

Natural Search Paid search Affiliates Bookmarks and

typing in the url

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Spent over €

20 000 in la

st 12 m

onths

Frequency

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Reach & Frequency

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Email-Worx: Weekly newsletter for email marketers

ArchiveSubscribe

Articles and blog posts by Dela Quist

What to do about inactive subscribersMaximising ROI without overmailing – how to determine the right send frequency for your email campaigns Lies, Damn Lies and Statistics relating to EmailThe Nudge Effect in Email MarketingForget Relevance it’s about value!

Questions?