beyond the blast | emsa 2011

EMSA 2011 | Innovation and InspirationOctober 19 | Brisbane Powerhouse | Queensland

Beyond the Email BlastThe Diamond Standard of Email Campaigns

Jason KellyExecutive Director

Brand – X


About Us

• Brand-X is a modest ad agency on the North Shore of Sydney, formed in 2007.

• We work across all platforms and in the last 12 months, that has skewed increasingly towards the digital side of advertising and marketing.

• This month we opened an office in Jakarta, Indonesia.


It’s a Growth Industry

• In recent figures (4 Oct) released by Zenith Optimedia

• Total global ad spend, forecast at $460.3 billion for 2011, is expected to grow about 11% to about $510.6 billion in 2013

• With Online share of Global Ad Spend to increase to 20% of all ad expenditure

• Source: Zenith Optimedia Press Release, 3 October 2011 www.zenithoptimedia.com


Who am I talking to?

• Begin with the end in mind• Who am I targeting with this

communication?• How do they consume media

– What is the best time?– What is the best day?– What is the best format?


What are their media habits?

• This report was from Ad Age (adage.com) http://adage.com/article/adagestat/infographic-generational-media-usage-time-day/229831/ and is also available on my LinkedIn page – Jason Kelly, Brand-X

• Understand your target• Don’t make assumptions• Look at previous campaigns (if available).• What can you learn from those reports?

http://adage.com/article/adagestat/infographic-generational-media-usage-time-day/229831/





Diamond Standards?

• We have all heard of the 5 C’s of diamonds – cut, clarity, carats, colour and cash.

• Many people think that a good Email Direct Marketing (EDM) is a pretty picture or a clever headline. In fact these are just minor components of a well constructed campaign.

• Bring it all back to four key elements. What I will creatively call, the Four C’s of EDM.


Diamond Standards

Concise• Talk simply• Remember your time is limited• Be direct• EDM is not the vehicle for story telling


Concise


Diamond Standards

Collaborative• Remember the rest of your media mix• EDM is the hook, web is a great net to

convert them or finish the “story”• Use of multiple media adds to the

credibility of your message


Collaborative


Diamond Standards

Consistent• Say it once, say it twice, say it always• In advertising we refer to what we call a

“single minded proposition”.• This means - what is the one thing I want

them to take away from my message?• Think about old messages that are etched

into your memory – Coke is it, Nike just do it, Fresh Food People, which bank?


Diamond Standards

Consistent• Remember your brand• Consistency must extend to your core

brand elements• Build the message around you brand and

your goals• Do not compromise


Consistent


Diamond Standards

Call to Action• What do I want them to do?• Ask them to do it!• Avoid clichés and hard sell (my opinion)• Honest, open dialogue – remember sales

techniques, it applies to EDM


Call to Action


Diamond Standards

Call to Action• Refer to the message goal• My E6 Communications Model is an

extension of the AIDA concept but incorporates more than the simple sales process.


E6 Marketing Communications Model


The Diamond Standard


The Diamond Standard

• These elements are the framework for truly memorable and effective EDM work.

• Like any blueprint, they give you a solid foundation but you need to choose how you put it into action.

• Work with your creative agency to build campaigns that engage, excite and educate

beyond the blast | emsa 2011

Education

brisbane powerhouse

message emsa

collaborative emsa

cs of edm

media mix edm

diamond standardscollaborative

diamond standardsconcise

diamond standardsconsistent