Attracting eyeballs is hard work! 3 It helps to look through this - - PowerPoint PPT Presentation

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Attracting eyeballs is hard work! 3 It helps to look through this - - PowerPoint PPT Presentation

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T alk to Me: Permission in a Multichannel World Dela Quist CEO Alchemy Worx January 22 nd 2010 2 Attracting eyeballs is hard work! 3 It helps to look through this end! Eyeballs Cost $ ! Acquisition Other Nov 1998 - AOL buys

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Talk to Me: Permission in a Multichannel

World

Dela Quist CEO Alchemy Worx January 22nd 2010

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Attracting eyeballs is hard work!

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It helps to look through this end!

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Eyeballs Cost £ $ €!

  • Nov 1998 - AOL buys

Netscape for $4.2 Billion

  • Oct 1999 - excite@home

Buys Blue Mountain Arts for $780 Million

  • Jul 2005 - News Corp buys

MySpace for $580m

  • Dec 2005 – ITV buys

Friends Reunited for £120m

  • Oct 2007 – Microsoft buys

1.6% stake in Facebook for $240m

  • Affiliates
  • Co-brand deals
  • Licensing
  • Natural Search
  • Paid search
  • TV Press Radio etc
  • Sponsorships
  • List Rental
  • Opt-in Email

Acquisition Other

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Email should be the primary means by which someone you already know, visits your site, transacts with you or interacts with your brand

  • nline.

THE FIRST LAW OF EMAIL MARKETING IN A MULTI-CHANNEL WORLD

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Permission Options

  • Single
  • Double
  • Soft/Existing Customer
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The Value of Opt-In

Exact Target 2009 Email List Growth Study

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Forget Relevance - It's About Value!

  • Value

1:a fair return or equivalent in goods, services, or money for something exchanged 2: the monetary worth of something 3: relative worth, utility, or importance <a good value at the price>

  • Relevance

a:having significant and demonstrable bearing on the matter at hand b: affording evidence tending to prove or disprove the matter at issue or under discussion <relevant testimony> Instead of asking yourself: "How can I be more relevant?" Ask how you can add more value to your email communications. You will then, by default become more relevant, and more importantly, you will be providing your subscribers with a reason to stay subscribed and interacting with your email program.

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This is all about value

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Why is Email the only channel where FREQUENCY is a dirty word?

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Email as a Branding Tool: Leveraging the Nudge Effect

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Thanks to Derren Brown

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Impact of Unopened Email on Sales and Traffic Via Other Channels

  • Natural Search
  • Paid search
  • Affiliates
  • Bookmarks and typing

in the URL

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Basic Metrics

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The Holistic Approach to Email Marketing

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Reach

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Frequency

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What Difference?

B2B B2C

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Activity Schema

{73,121 combinations – TOP 56 presented}

Key:

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Activity Schema

{N combinations – TOP 56 presented}

Key:

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Credits/Thank You

Big Thanks to:

  • All our clients
  • The consulting team back at Alchemy Worx

Dela Quist Call or email me at: +44 207 025 2100 dela@alchemyworx.com http://www.alchemyworx.com/

Blog Posts: http://dmaemailblog.com/2009/06/10/inactive-or-unemotionally-subscribed/ http://dmaemailblog.com/2008/09/02/maximising-roi-without-overmailing-how-to-determine-the right-send-frequency-for-your-email-campaigns/