8. Tailored one to one communications that can inspire action - one click away from a sale
9. More relevant dialog more often = deeper customer relationships and a more profitable, loyal customer base
10. Cost Sending 5,000 emails per month; Access fee $50.00 Email send costs $100.00 $150.00 per month Monthly access fees Total Records Monthly Fee 0 - 1,000 $30 1,001 - 5,000 $50 5,001 - 15,000 $90 15,001 - 50,000 $150 50,001 - 500,000 $220 Cost per email Number of Emails Cost per Email 1 - 200 4 cents 201 - 2,000 3 cents 2,001 â 10,000 2 cents > 10,000 1 cent
11.
12. Why direct makes sense â Myer will this year spend more on direct marketing to its Myer One customers than all of its other advertising put together, according to Chief Executive Bernie Brookesâ
13. Will encouraging existing customers to buy more often be more cost effective than finding new customer? Those who buy products marketed through email spend 138% more than non-readers of email (Forrester Research, 2008)
14. Weâre in a time of microscopic accountability â I know at least half of my advertising is wasted I just donât know which halfâ Henry Ford
36. Q: Do all your customers want the same thing from your business / brand? i.e. The target groups for a travel company might range from a 20 year old backpacker to a 65 year old couple who love cruising Segment for relevancy
41. â Transactional email offers the highest open and click-through rates of any type of email â 70% open rate for transactional email v 33% for opt in emailâ Âč â Less than 1% of email marketing funds industry wide are spent on transactional emailsâ ÂČ Source: 1. Harte-Hanks metrics, 2005 2. JupiterReasearch, âE-mail Modelâ November 2005
42. Advertising is working hard to get new leads But the conversion engine is letting the team downâŠ
44. Apple's iTunes Transactional e-mail receipts contain three "if you liked this, you'll also like" recommendations, an approach that turns a cost center into a profit center Clickz 5 th October 2007
46. 1. Best practice enews registration 1. Website registration 2. Registration web form 3. Thank you page 4. Confirmation email 5. Confirmation page 6. First eNewsletter
56. Lifecycle marketing, conditional content and geo-targeting Header Footer Standard introduction Conditional content based on area of interest Property listings Open houses