dave smerdon | emsa 2010

Creative ideas to add a touch of flair to your email marketing strategy

David Smerdon, Digital Strategist, Clemenger BBDO Brisbane

Agenda

• Fundamentals vs. flair• 15 ways to create flair

How to win a Grand Final

FUNDAMENTALS

TALENT STRATEGY

FLAIR

FUNDAMENTALS

TALENTSTRATEGY

FLAIR

FUN

DA

ME

NTA

LS

TALE

NT

STR

ATEG

Y

FLAIR

15 ways to create flair

1. Content

2. SMS

Virtual SMS

– “Text your email address to 04… to receive full details about this property”

– Also triggers an email and SMS to the agent to follow-up

3. Automation

Header

Footer

Introduction

Conditional content based on favourite foods

Latest menu

4. Conditional Content & Segmentation

5. Promotions

6. Design

People ignore design that ignores people.

FRANK CHIMERO

7. Language

Design + Language = Personality

8. Anticipation

http://woot.com/WhatIsWoot.aspx

9. Learn to share

10. Interaction

11. Behavioural targeting

12. Using an email / video combination

13. Events

14. Don’t be boring

15. Retaining unsubscribers

Closing

FUNDAMENTALS

TALENT STRATEGY

FLAIR