Its not spam but are you cooking bacn | EMSA 2011

It’s not Spam – but are you
cooking bacon?

Matthew Johnson
EDM Specialist
Vision6

EMSA 2011 | Innovation and Inspiration
October 19 | Brisbane Powerhouse | Queensland

Bacon???


3 little pigs of email marketing

Unwanted
No consent



Unwanted Un-interested
No consent Gave consent once



Unwanted Un-interested Wanted
No consent Gave consent once Consent given


The moral of the story
Put time and effort into building solid
relationships with subscribers

Come on in!


Bacon and your database
1. Building your database the right way

2. Collecting the right type of information in your
database and then using it

3. Keeping your database in shape so it
continues to work hard for your business


Email the right people

Made a general enquiry
over email

Purchased a holiday
package

Subscribed to receive
promotional deals


It all begins with your database
How do I improve the open rates
on this campaign?

Open rates (%)
60
50
40
30
20
10
0
Email 1 Email 2 Email 3 Email 4


Avoid purchased or rented lists
No relationship
= poor results
= spam complaints
= damaged reputation
= compromised future
deliverability

It’s just not worth it!

Effective email list growth tactics


Focus on the right things
Between 20 – 30% of your database contacts will
churn each year

• Don’t sacrifice quality for quantity

• List growth must be aligned with your
business objectives

vs

Focus on the right things
After 6 months, research suggests 60% of
subscribers become in-active

• Reactivating these people is very
difficult

• Focus energy on attracting the
right people first and then keeping
them engaged


Refer a friend initiatives
• Leverage existing
database as a source for
growth

• Remember to build
relationships with new
subscribers beyond the
competition


Incentivised growth initiatives

60
days later


Build relationships


Build relationships
“Great relationships are built on trust. And
trust is gained by delivering on clear
expectations”

• Provide a consistent experience

• Set expectations around message frequency
and content

• Communicate the benefits (WIIFM)


Building relationships in action


Collect the right information
• Keep it simple

• Only ask for information you’ll use

• Explain how providing more information
will benefit the subscriber


Keep it simple


Ask nicely


Make it easy to provide info


And then use it


Build profiles across platforms
CRM Website e-Commerce POS Email System


Maintain a clean database
• Allow subscribers to easily
update their profile

• Run dedicated campaigns and
surveys and incentivise for best
results

• Use preference centres for
complex or infrequent
campaigns

Some people will unsubscribe
Top 3 reasons why people unsubscribe:

• Emails came too frequently

• Content became repetitive
and boring

• Receive too many emails


Make it easy to do so

67% - Click the link to unsubscribe

17% Delete emails as they arrive

8% Click spam or junk button

6% Nothing, just ignore the emails

2% Setup a filter in my email program


Final thought
What are you dishing up to your database?


Thank you

Matthew Johnson – EDM Specialist
mjohnson@vision6.com.au
www.vision6.com.au

Its not spam but are you cooking bacn | EMSA 2011

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Its not spam but are you cooking bacn | EMSA 2011