dave smerdon | emsa 2010
DESCRIPTION
Creative ideas to add a touch of flair to your email marketing strategy This session will address one of the biggest challenges faced by email marketers - How to make your email stand out in an overcrowded inbox? We will show you how to take your email marketing to the next level by being creative and adding flair and individuality/excitement to your email marketing strategy. This session will specifically cover: SMS, automation, conditional content and special promotions.TRANSCRIPT
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
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