What Is Relevancy?Written and Presented by: Ira Dolin

Ira Dolin is the Vice President of Digital Strategy and Email Practice for Aspen Marketing Services, the largest privately held marketing services agency in the U.S., leading the strategy and development of Aspen’s email marketing.

Responsible for driving business performance and cultivating long-term relationships with consumers across a variety of brands, Mr. Dolin is accountable for acquiring more than 40MM email addresses and permissions. He leads Aspen in all digital and email channel strategy, as well as and the development and architecture of solutions that leverage a variety of ESP platforms. One of his more recent initiatives was the production of an ongoing product development roadmap for an enterprise-wide Web-to-email platform, allowing auto dealers, franchisees and agents to create HTML emails, manage and segment mailing lists and track email campaigns in four easy steps.

Mr. Dolin’s 18 years of experience encompasses a wide range of industries such as automotive, financial services, CPG, QSR, retail and travel industries. Prior to joining Aspen, Mr. Dolin served as Director, Internet Marketing for The Marketing Store, where he led online marketing efforts for brands such as McDonald’s, Miller, Coca-Cola, PetSmart and Dyson.

Ira earned a B.A. in Journalism and Mass Communication from Drake University.

who am i?

What is Relevancy?In these times, it doesn’t take much to delete a message, toss it in the garbage, unsubscribe, etc... Triage is happening from multiple places, 24x7. As a marketer, you have a few moments before the reader decides where your message will go and if they’ll ever want to hear from you/your brand again. Is it relevant? In this session, we will walk through a myriad of obstacles you face every day trying to be a relevant marketer. The topics will help uncover how you can obtain higher performance metrics that generate results. And most importantly…it will answer the question.

When you read an email, you try to justify why you should delete it.

Optimization doesn’t happen on the page, it happens in the mind.

Source: Dr. Flint McGlaughlin, Crafting an Effective Email Message

6. You’re bragging about your products. It’s disgusting. Just stop.

7. Your marketing “voice” is different from your real “voice”?

8. My trust is not for sale. You need to earn it.

9. You don’t understand me as a customer nor provide me timely content.

10. I don’t trust you. Your copy is arrogant, your motives seem selfish, and your claims sound inflated.

1. You’re solving your problem, not mine.

2. You don’t communicate with me. You talk at me.

3. You don’t know more than my first name, so it seems.

4. You say “sell,” and I hear “hype.” Don’t sell. Be clear.

5. It’s just too much already.

Source: Dr. Flint McGlaughlin, Crafting an Effective Email MessageImage Source Page: http://www.redbubble.com/people/detour/art/5521770-1-magic-8-ball

timeImage Source Page: http://customerexperiencematrix.blogspot.com/2010/03/matching-social-media-to-your-needs-and.html

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Relevance Factors

Internal Factors• Personal interests • Demographics• Shopping habits• Personality• Communication styles• Level of engagement

External Factors• Seasonality• Special discounts• Limited-time offers• News events• Competitive initiatives

Source: Dr. Flint McGlaughlin, Crafting an Effective Email Message

Value

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Value Proposition vs

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value differentiation

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usability

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Trust comes from meeting and beating customer expectations.

trust

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Ira DolinV.P. Digital Strategy and Email PracticeAspen Marketing Services630-930-7250idolin@aspenms.com

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