M O D E R NE - M A I LMARKETINGMECHANICS

Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027

It’s about Email Marketing

SuccessAbout Lars Hilse: Digital Strategy // Interim Management - Strategic Advisory - Trainings // Responsible for 650+ Million EUR Internet-Revenue-Increase for Knowledge Beneficiaries from 20+ Industry Verticals in 26+ Countries like AXA, DHL, Ferrari, Singapore Airlines // Speeches & Keynotes on 4 Continents // Influenced the User Experience of over 1 Billion Internet-Users // Published //

About this Publication: Case-Study Raw-Facts // 74% Email Marketing Click-Through Rate // Consulting Costs: USD $87.000 // Implementation Costs: USD $126.000 // Increased Business: USD $1.5 Million //

Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027

Email will not fly alone...

DisclaimerThis is a Raw-Fact-Case-Study. Email itself will not take you this far.

The Success of the Project was only possible because we went far beyond optimizing the Email Marketing Instruments.

By tightly integrating Marketing, Sales and Customer Relationship Management Efforts we obtained significant amounts of Intelligence on the Subscribers.

This Data was then linked back to the Subscriber-Profile to send more relevant pieces of Email Marketing with better Timing.

Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027

It’s not!You think Email Marketingis dead...

Email Marketing is far from dead. You’re just doing it wrong.

Through Digital Strategy, we managed to increase the click through rate of a Client to an Average of 74%.

Success in Email Marketing relies heavily on List-Segmentation by Geography, Demographics, Interests, etc.

Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027

SegmentationTry the Secret Sauce!

Email Marketing can be quite successful.

But if You’re looking for the Crown Jewels, You need to see Email Marketing as a part of a solid and sustainable Digital Strategy.

This innovative Digital Strategy must incorporate everything from Marketing, over Sales to Customer Relationship Management.

Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027

DivisionOne of the most devastating Mistakes in Email Marketing is the Lack of List-Segmentation.

Remember the night You forgot to turn Your Smartphone off? That Person sending You their Newsletter at 3 in the Morning surely isn’t in-vited for Christmas Dinner.

This is an Example You can immediately avoid. Segment by Nationality/Time Zone and send accordingly.

Divide & Conquer!

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When do You read Email? TimingTime-Segmentation also plays a Role on Recipients Behavior of Reading Mail.

Most Private Email is done before Work, at Lunch and before leaving the Office.

Again: Segmented Lists by Time Zone!

Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027

Nobody likes Asparagus! RelevancePromotional Mailing in the wrong Currency?

You’re not a Guy into wearing those High-Heels?

Email that’s irrelevant won’t be read; really!

It’s time to put away the Shotgun and take out the Rifle and harness Intelligence about the Customer.

Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027

Everyone yearns to feel Special! Uniqueness So why don’t You give Your valued Recipients that feeling?

Instead, you send them to general Links.

Making the Effort of creating Topic-Related Section- or Landing-Pages.

Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027

Refreshing Clarity and Precision! Essentials Get to the point; Quick! You better put in a nice Picture to catch the Eye.

The Term Newsletter is deceiving. Nobody wants to consume Reader’s Digest Material when Time is of the Essence.

And with the On-The-Go-Dynamics of our Society, keep it short and give plenty of Opportunity to save and remind them.

Creating the Leaders of the Digital Economy WWW.LARSHILSE.COM +1 (949) 208 4181 +44 (0)845 5089559 +49 (0)4835 9513027

Don’t get too Personal! Intimacy Over 90% of Recipients delete personalized Junk-Mail.

And You’re walking a fine Line with every Batch You send.

You need to have established Trust to hit that intimate Spot.

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Copyright © 2011 Lars Hilse - Web Strategy and E-Business Development Consultants, All rights reserved. “Lars Hilse”, “Hexagon H” Logo, “Creating the Leaders of the Digital Economy” and “Web Strategy & E-Business Development Consultants” are trademarks of Lars Hilse - Web

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Date of Initial Publication: February, 2014