1. E-COMMERCE
WEALTH CREATION Make your decision now as the
B efore wealth can be managed it needs to be created In McKinsey’s July 2007
Targeted marketing
answer is coming – in fact, the
– as Ivor Kellock, the prime mover behind Kellock global survey of
campaigns
first subject line produced a
Wealth Management outlines. marketeers, more
23% lift in sales. respondents used email
You are now targeting specific
WEALTH MANAGEMENT for you are infringing someone’s
than any other form of
people with relevant product
us simply means taking your privacy rights).
In conclusion
unique set of circumstances, digital advertising vehicle.
offerings or services and start-
values and priorities: periodi- Don’t get blacklisted 51% said their spending
ing to segment your email
cally monitor their progress Why engage in email market- on email would increase
database and analyse behav-
and ensure they maintain the It is also important to under- Wealth Creation –
ing? Here’s a sample from a over the next three years,
ioural responses in a highly
right balance and meaning for stand that if you are going to the combination of
long list of survey responses while only 11% said it
personal way. This should im-
you. Management and creation be sending more than 1,000 materials, labour, land
available to digest. would decrease.
prove your response rates
cross over and potentially con- emails at a time (there are no and technology in such
which either means that you
flict when a comparison of di- Marketeers responding to
rules here, this number is a a way as to capture a
sell more products directly on-
rect investment in your busi- a July 2007 global survey Creating additional wealth
guide) you need to negotiate profit.
line or that you build more re-
ness and extracting wealth and by McKinsey put email
with ISPs (Internet Service
investing outside the business lationships ready for your or- Adam Smith (baptized
second only to paid Email has evolved into perhaps
Providers) or your domain
is made. ganisation’s sales process to June 5 1723 – July 17,
keywords in terms of the most sophisticated,
could be blacklisted, which
There is no doubt that in a begin. 1790) Scottish moral
online marketing targeted and measurable form
would mean that you would be
well-managed business the If you have an organically philosopher and pioneer-
efficiency. of personalised marketing
unable to send emails in the
likely internal rate of return grown database then you will ing political economist
available today. Significant
future. A July 2007 survey of over
will be highest. Don’t forget already have knowledge about (Scottish Enlightenment),
organisations have been
This is where using a rep- 3,000 marketeers involved
though that part of successful your customers or prospects accredited as partly instru-
evolving the strategy and
utable email broadcaster be- in search marketing by
management is risk control. and so the targeting should be mental in founding the
techniques for the last decade,
comes effective: not only be- MarketingSherpa saw
This means diversification, more effective from the begin- movement that formed
which means that they have
cause they are working with email marketing to a
spreading your assets across dif- ning. It is not unusual for a the modern discipline of
paid for the research,
the ISPs and therefore under- house list garner the most
fering asset classes and utilising well-targeted and relevant economics.
knowledge and development
stand their rules and quirks so votes as the strongest
shared intellect. email marketing campaign to
of the technology platforms
your broadcasts are not seen as Perhaps most famous for
marketing tactic. And it
achieve a click-through rate of
that are now available for small
spam; but also, most impor- writing An Inquiry into
gained more votes than
Technology and email 60%-70%.
and medium sized business.
tantly, because you then have the Nature and Causes
any other tactic for “good
Where else can you get such
access to monitoring and sup- of the Wealth of
Assumptions made return on investment.”
How then, by investing in cur-
highly measurable tangible
port functionality that will Nations.
rent technology and email
A 2007 survey of over results?
I have made a few assumptions
make your campaign more suc-
marketing, does this provide How true does his defini-
1,000 advertisers by We would be delighted to
here. First, you need to have
cessful, which is likely to im-
the ability to increase your tion of Wealth Creation fit
Outsell Inc. put email as have an informal discussion
excellent market knowledge (if
prove the return on your in-
wealth (turnover and profit)? with your own values and
the second most effective with you in developing your
you don’t, it can easily be im-
vestment.
Simply by utilising a sophisti- outlook today?
online marketing tool email marketing strategy and
proved with some research)
cated email marketing strategy
after the company's own
Starting with nothing what it will mean for your
and you need good copywrit-
that fits adeptly into your over-
website. bottom line and your future.
ers, designers and an effective
all marketing plan. What does this mean? If you
website with email capture. We
Every business should have start with a cold database you
can fill any or all of these gaps
WEALTH CREATION USING TECHNOLOGY
a marketing machine; tried and don’t know who is going to re-
for you with our in house ex-
tested methods of delivering spond to what. But if you un-
pertise or business partners.
sales prospects and new busi- derstand your market you Highest likely rate of return on marketing investment
You are all different and
ness into your organisation. know that if people click
therefore your target markets Quickest rate of return on marketing investment
Every organisation is different through on certain subjects
will all be different. This Highly measurable results
and targets new business in a within your emails, or series of
means that how you all com- Sophisticated multi faceted campaigns at the touch of a button
different way, but there is a sin- emails, they are likely to be in-
municate with your customers Ability to evolve campaign as audience evolves
gle common principle for all: terested in specific products or
will be different. Active moni-
For someone to buy from Applicable to B2B and B2C
services. This means that they
toring of what you do and how
you, you first have to have a re- Develops relationship building and online sales
are likely to want to know
you do it is crucial, as you test,
lationship with them. One of Doesn’t require paper, envelopes, stamps, postal delivery
more about you as an organi-
monitor and further under-
the most cost effective ways of sation and about your products Planet friendly marketing
stand your target audience.
developing and establishing or services; and that they are Why aren’t you doing this??
Subtle changes can either im-
this is to utilise email, with tar- particular types of buyers, with Cost of email database from £500
prove or reduce results. This
geted campaigns, segmenting particular types of habits.
testing will ultimately improve
your database and conducting Armed with this knowledge Emails Initial Email Ongoing Template Standard Sophisticated
the return on your investment.
sufficient research to have (and using the right email Sent per Template Updates Per Broadcast Broadcast
strategic insight into what your broadcaster with sophisticated Which is best month Build Broadcast Cost Cost
target audience wants. back end functionality) you
Technology is now at the 1,000 £150 £60 £75 £600*
As an example, for an online
can then analyse how people
stage where you can start florist, which subject line do
are behaving and set up auto- 2,000 £150 £60 £100 £600*
broadcasting messages cost ef- you think produced the great-
mated follow up response cam- 5,000 £150 £60 £150 £600*
fectively to your customer base est results?
paigns dependent on how they
12,000 £150 £60 £300 £600*
or you can develop new rela- click through your emails and
Last chance to order for 100,000 £150 £60 £750 £800*
tionships with purchased email your website.
Valentine’s Day is this
lists. (When purchasing a list, 1,000,000 £150 £60 £3,000 £1,500*
What other form of mar-
Wednesday, order now or
ensure that addressees have keting offers you such measur-
* There will be an additional training establishment cost of between £500 & £2,000 dependent
opted in to receiving marketing Only 48 hours to order for
able responses as well as the
emails or you could be spam- on your ability and time required. All prices are subject to VAT.
guaranteed Valentine Day
ability to be highly targeted
ming – which can be illegal if with your campaigns? delivery
Kellock Wealth Management is a trading style of
Trinity House Financial Planning Limited – Highland Suite, St Albans
Great Hollanden Business Centre, Mill Lane, Underriver,
01727 870613
Sevenoaks, Kent TN15 0SQ – which is authorised and
regulated by the Financial Services Authority. www.kwm.cc
Registered in England No: 4740530
Registered Address as above ivor@kwm.cc
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