AIMIA Queensland Digital PR Event

1. Digital PR: How to Manage PR in the Online Channel Thoughts on Email David Smerdon Head of Strategy - Vision 6

3. Why is email a powerful PR tool?

4. Campaign Finishes Customer contact is broken with no details captured The prospect or customer is gone without a trace…

5. The exploding ‘Groudswell’ Source: Forrester, Groundswell Silence propagates assumption

7. Speed to market Why email?

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 – 10,000 2 cents > 10,000 1 cent

11. Why are we similar? PR world email world

13. PR = spin

14. email = spam

17. Why direct makes sense “ 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 Brookes”

18. 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)

19. We’re in a time of microscopic accountability “ I know at least half of my advertising is wasted I just don’t know which half” Henry Ford

25. 3 list growth tips

26. 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

27. 2. Call centre / in-store registration

28. 3. Audit existing assets

29. Spam compliance

36. Triggered campaigns leading up to a holiday Capitalising on the holiday emotion

37. Questions? Contact: David Smerdon [email_address] Ph. 07 3123 5005 http://www.slideshare.net/davidsmerdon/vision-6-david-smerdon-pr-email-final