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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
                                                                                                                                                                                                                  17

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Wealth Creation

  • 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 17