What is Email Marketing?

1. What isEmail Marketing?

2. Central Databases Measurement Closed Loop Sales Lead Automation Profiling Segmenting & Targeting Campaign Creation

3. RealBenefits? • Increase Sales • ReduceMarketing Costs • BuildCustomer Loyalty • ShortenSales Cycles • Generate Referrals • Save Timevia Automation • MaximiseBranding Penetration

4. Common Email MarketingActivities Building and managing databases Providing personalised content to customers based on profiles Sending newsletters Special offers Product updates Surveys Event registrations Product training information Staff news Allowing customers to maintain and update their own records Lead generation management (enquiry, order reports)

5. Who’s Doing ItCase Studies WebCentral Publicis Mojo Adcorp Education Qld Qld Rail Seaworld Nara Versace Rydges Hotels Sheraton Warner Bros Movie World Seaworld Chandler Macleod Brisbane BMW Motorline BMW Bruce Lynton BMW Qld Government University of Qld University of Adelaide Ray White Commercial PRDnationwide Remax L J Hooker Konica Minolta World Wide printing View Case Studies at www.vision6.com.au

6. Successful EmailMarketing Requires Two Elements 1.An email marketing system & 2.A strategy plan

7. What You Should Expectfrom an Email Marketing System Build your database using web based data capture forms (implemented on websites, in emails, on desktop computers through multiple departments)

8. What You Should Expectfrom an Email Marketing System Generate lead reports (auto triggers to customers, enquirers)

9. What You Should Expectfrom an Email Marketing System Segmentation of your database (the ability to profile customers and define campaigns based on customer preferences)

10. What You Should Expectfrom an Email Marketing System Management of your database (ability to manage your database keeping all the information up to date, un-subscribes, bounce handling etc)

11. What You Should Expectfrom an Email Marketing System Creation of email campaigns (ability to create highly graphic rich media emails / plain text emails inserting links, images etc as if creating a web page)

12. What You Should Expectfrom an Email Marketing System Send high volumes of data (easy distribution that doesn’t tie up internal networks or those of your ISP)

13. What You Should Expectfrom an Email Marketing System Track and analyse campaign activity (reports detailing no of delivered and opened emails, undelivered emails, bounces, un-subscribes, forwards to friends, click through rates etc.)

14. Developing YourEmail Marketing Program Contacts You will have lists of contacts including prospective customers, existing customers, suppliers and staff all sorted into databases with comprehensive information about each and every one of them.

15. What You Should be Aiming for Ability to Target You will have segmented those databases in ways that allow you to target campaigns to the individual needs, interests and purchasing habits of specific customer groups.

16. What You Should be Aiming for Email Campaigns You will have created a series of high-quality email templates you will use regularly to send campaigns that drive sales, reduce your marketing costs and increase customer loyalty.

17. What You Should be Aiming for Automated Trigger Based Emails/Lead Reports You will have developed a closed-loop lead management system that encourages enquiries, directs leads to the right areas of your company for instant action, automates responses, enhances your professional credibility and brings bottom-line results.

18. Three Steps to Developing Your Email Marketing Program 1. Create your customer database 2. Create and send your email campaigns 3. Measure your results

19. Developing an Email Marketing Program Creating Your Customer Database Contact Information (especially email) Client Status (how this customer compares with your other customers) Lead Source (where your customer first heard about you) Demographic Information (age, sex etc) Personal Information (hobbies – running, sport, movies etc) Personal & Relationship Information (notes on personal contact with the customer) Purchase History (what they have bought and when)

20. Managing Your Database Trigger based emails – automated on any number of defined actions

21. Developing an Email Marketing Program Create and Send Your Email Campaigns Newsletters Product Updates and Information New Products / Service information Special Offers Seasonal Offers Limited Offers Staff Newsletters Event Registrations Invitations Surveys Auto Trigger Emails After Sales Emails Happy Birthday Emails Season Greetings

22. Developing an Email Marketing Program Measuring Your Results No Emails Delivered No of Emails Opened (and who opened the emails, from which country) No of Email Unopened No of Bounced (undelivered emails and reasons why they bounced) No of Un-subscribes Click Through Rate Actual Links Clicked (frequency and who clicked the links) Send to a Friend Percentage (how many thought the email was worthy of passing along) Recipients Who Edited Their Profiles, Updating Information

23. Permission Based eMarketing: Best Practices Avoid 3rd party lists Don’t use electronically harvested lists Ensure lists are clean and remove any addresses that appear to no longer exist The Subject line should represent the content of the message and not be misleading Include an un-subscribe statement e.g. ‘You are receiving this message because you have requested information or updates sent via email. If you no longer wish to receive these emails, please reply to this message with "Please do not send me any more emails" in the subject line or simply click the un-subscribe link below.' If you receive an un-subscribe request ensure you remove that subscriber within 5 working days The best address lists are those you have collected with each owner's direct consent.