The document discusses key concepts for email marketing success, including: - Engagement is key and is expressed by customers choosing to be on a brand's email list. Having an email address is now equivalent to digital participation. - Open and click rates alone don't capture the full picture of an email's impact. Nudge effects and influence on non-openers are important. - Long-term messaging strategies for subject lines are more effective than one-off messages. Consistent frequency also drives greater engagement over time. - Email should be the primary way for brands to reach customers online since it directly and indirectly drives sales in other channels. Database size, frequency, creative, and segmentation are important for email marketing success

1. Email as a Mass Media Channel: Unlock
the Brand Potential of Email Marketing
Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist @delaquist

2. Why Listen To Me?

4. Anyone Without An Email Address Is The
Digital Equivalent of Homeless

5. Merkle View from the inbox 2011
Stop conversing start selling

6. Most Brands Reach More Qualified Customers & Prospects
Via Email Than TV

7. How Many Should You Send?

8. Fear & Self Loathing In Email Marketing

9. No She Isn’t My Daughter!

10. Dela Quist: CEO Alchemy Worx

11. What Are Customers Really Like?

12. How engaged is engaged?
Understanding the nature of engagement is
key to email marketing success.

13. Being on the list is an expression of
interest

14. No Email = No Engagement

15. Demand Response Marketing
(Giving You What I think You Want)
V
Demand Generation Marketing
(Making You Want What I have)

16. Our Obsession With Open &
Click Rates Is Making Us Blind
To The Data

17. The Open Rate Paradox
Data from EDS Analyst

18. The Open Rate Paradox
Data from EDS Analyst

19. Perspiration AND Inspiration
Data from EDS Analyst

20. Pain v Gain
Data from EDS Analyst

21. Email Drives Sales

22. The Direct Effect

23. Email Drives Sales In Other Channels

24. Email Drives Sales In Other Channels

25. Email Drives Sales In Other Channels

26. The Nudge Effect Subject Lines Influence
Non-Openers Too

27. The Nudge Effect

28. BRANDING = Reach Frequency Impact
Email should be the
primary means by which
someone you already
know, visits your site or
interacts with your brand
online.
Database Size
Send Frequency
Subject Lines
Offer & Creative
Data
Segmentation
OrderofImportance

29. RFI - Measuring Success

30. The Power of One:
Unique Opens Drive Results

31. Non-cumulative
view of Reach
Two views of Reach
Reach measured as
% of audience at
the end of each
month

32. mailings
mailings

33. The (Un) Crowded Inbox

34. Purchase From Time Of Deployment

35. No Long Term Messaging Strategy For SL’s

36. Long Term Messaging Strategy For SL’s

37. Long Term Messaging Strategy For SL’s

38. Email Marketing: Sidesteps The Follow
Tyranny

39. Thank You & Stay in touch
www.alchemyworx.com
@alchemyworx
linkedin.com/company/alchemy-worx
www
@delaquist
uk.linkedin.com/in/delaquist
alchemyworx.com/delaquist_ebook
dela@alchemyworx.com

40. Frequency Drives Engagement

41. No Email = No Engagement

42. Purchase From Time Of Last Click