Global independant community-based publisher, Econsultancy tell all about email marketing. A presentation created for the iStrategy2010 conference.

1. iStrategy - Email Marketing 10 February 2010 Peter Abraham Econsultancy.com

5. ROI of Digital Channels 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

6. Who killed email? - Wall St Journal... 10 Feb 2010 iStrategy - Email Marketing | 6

8. Email has a widely-aged audience? 10 Feb 2010 iStrategy - Email Marketing | 137 Source:

10. 10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 1. Your Email Marketing capabilities and a plan to excellence | 5

12. Your email capabilities... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Econsultancy Email Marketing Best Practice Guide

13. Your email capabilities... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com

14. 10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 2. Email Marketing budget allocation and ROI, how they compare to other media. | 5

16. Spend on Email Marketing 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

17. ROI of Digital Channels 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

18. ROI of Digital Channels 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

19. ROI of EMail Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com 10 Feb 2010 iStrategy - Email Marketing | 134

20. Spend on Email Marketing 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

21. Budgets are moving from print to online - how much are you grabbing? 10 Feb 2010 iStrategy - Email Marketing | 6

22. Conversion model for email response 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com

23. 10 Feb 2010 iStrategy - Email Marketing 05 March 2008 Advanced Email Marketing 3. Challenges that affect email marketing success... ...and thoughts on how to improve them - back to basics... | 5

24. Who said email was easy? It’s taken 20yrs! It’s taken 20yrs! 10 Feb 2010 iStrategy - Email Marketing | 134 Source: The Email Best Practice Guide: Econsultancy.com

27. Where do you need focus? 10 Feb 2010 iStrategy - Email Marketing | 137 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

28. Sending less - better targeted? 10 Feb 2010 iStrategy - Email Marketing | 137 Source: Email Marketing Census 2009: in association with Adestra (ESP): Econsultancy.com

32. Does it need to be image rich? No images required, just the facts No images required, just the facts 10 Feb 2010 iStrategy - Email Marketing

33. Would you prefer text…as part of registration process? 10 Feb 2010 iStrategy - Email Marketing | 135

34. Here’s a Blacklist checker… 10 Feb 2010 iStrategy - Email Marketing | 150 Source: http://www.mxtoolbox.com/blacklists.aspx Or get your Email provider to do it.

35. Self service - Adjust number of messages/alerts received 10 Feb 2010 iStrategy - Email Marketing | 134

36. Self service - announce other channels available 10 Feb 2010 iStrategy - Email Marketing | 134

37. More self service...reminders 10 Feb 2010 iStrategy - Email Marketing | 20 Gives you an excuse to bring them back

38. Alert me when in stock 10 Feb 2010 iStrategy - Email Marketing | 66

39. Clear navigation - don’t make me think - assists customer journey 10 Feb 2010 iStrategy - Email Marketing Good analytical insight - feedback

40. If your product is complex...assist! 7 days of free training by email...Day 7 7 days of free training by email...Day 7 10 Feb 2010 iStrategy - Email Marketing

41. Landin page - Lazy marketing...you know me!! 10 Feb 2010 iStrategy - Email Marketing | 115 So pre-fill please - don’t make me think

43. What did I ask you again? Repeat back what the user asked... Repeat back what the user asked... 10 Feb 2010 iStrategy - Email Marketing | 134

44. Freemium model? Up click rates 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com

47. Free Shipping = Higher transactions 10 Feb 2010 iStrategy - Email Marketing | 134 But it doesn’t have to be a small purchase! Bigger bundles. Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf

48. Free Shipping = Higher transactions 10 Feb 2010 iStrategy - Email Marketing | 134 Some of the best-performing campaigns are sent to small, highly targeted segments of subscribers , with both the product and free shipping offers geared to the selected audience AND The use of dynamic content to automatically populate the most relevant product images and copy also can significantly strengthen this tactic and make it easier to employ. Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf

50. Mobile - sms alert in email 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /

51. Mobile and Social - drive traffic 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /

52. Make life easier for them and you... 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /

53. Announcements - Offers to your mobile Offers to your mobile 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /

54. Mobile and Social Just because it’s email doesn’t mean you should forget all those other channels - conversion is your goal! It’s all about Joined up marketing. 10 Feb 2010 iStrategy - Email Marketing | 134 Source: http://stylecampaign.com /

55. Local personalisation 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf

59. Mobile and Social = Kickstart Viral 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Smith-Harmon_Retail_Email_Guide_to_Multichannel_Engagement.pdf

60. Multi-channel 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Cheetahmail Case study Source: Cheetahmail Case study

61. Multi-channel - TV & Email 10 Feb 2010 iStrategy - Email Marketing | 134

62. Dual landing pages 10 Feb 2010 iStrategy - Email Marketing | 134

63. Different landing pages 10 Feb 2010 iStrategy - Email Marketing | 134

64. How many calls to action? Think! What do you want them to do? Think! What do you want them to do? 10 Feb 2010 iStrategy - Email Marketing | 134 Source: Email Marketing Best Practice Guide: Econsultancy.com

66. Be Strategic. have an email testing programme 10 Feb 2010 iStrategy - Email Marketing Q1 tests Registration incentives From Fields Subject Lines Q2 tests Frequency testing Personalisation Price tests Q3 tests Automated campaigns Re-activation strategies Q4 tests Segmentation models Churn analysis New format | 52