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email
  just  do  it!
our clients




  Discover More @ brandmail.com.au
THE stats *
   * it wouldn’t be a presentation without them, would it?
Attitudes to email are changing...
            73% in 2006
            63% in 2008
            59% in 2010
            52% in 2012
Fewer customers are deleting emails
without reading them...
92%
                              61% on a daily basis
of online adults use  email
74%
of online adults prefer  to  receive  email
over social media, direct mail text or
phone calls...
89.2%
Of marketing managers state email
   remains a key  element to their
               marketing strategy
Perspective
renewal campaign explanation




           2.9  billion  Accounts
The number of Facebook & Twitter
 messages sent combined in
 comparison to emails sent*




* NOT including SPAM   0.02%
In 2012
More business leaders plan to increase
     spending in email marketing than
                    any  other  channel
charlie
  chaplin
once came third in a
CHARLIE CHAPLIN lookalike Competition!
Buyers  2.0
OLD                    vs.           NOW

Sales  Holds  The  Power               Customer  Holds  The  Power
Sales  Answer  ALL  The  Questions     Endless  Research  Options
Sales  Enter  Process  Early            Fluid  Movement  When  Buying
Staged  Movement  Thru  Buying          Sales  Enter  Process  Late
Buyer  Research  Difficult             Customers  Find  Most  Answers
People change...


    “Now  I’m  a  LAMP”
more CHOICES




 and MUCH  LESS time...
ATTENTION




 comes in SMALL quantities...
ACTION



needs INSPIRAtION
& IMMEDIATE Satisfaction
the TERMS




are NOT  YOURSanymore...
we are ALL




 in the FASHION business...
is  invisible...
remove
ALL
distraction
things
   TO Know...
1.  MARKETING
                  Owns  the  PIPELINE!  

The  success  or  failure  of  your  business  depends  entirely  
on  the  quality  and  quantity  of  sales-­ready  leads  you  
generate.
2.  MARKETING
                     Owns  INNOVATION!  


“Marketing  is  a  tightly  integrated  effort  to  discover,  
arouse,  create  and  satisfy  customer  needs.”  
3.  MARKETING
              Owns  the  INFORMATION!  
“It’s  often  the  most  important  part  of  the  product,  
or  the  product  itself.  Your  information  has  become  
one  of  the  most  important  differentiator  in  
competitive  markets”  
why?
is it so hard for people to make email
                   campaigns happen?
perceived  
                       technical  ability
         no  reward                            no  strategy



  varied  systems                               no  ownership


no  conversion  plan                          no  specific  campaign


    no  measurement                         no  support/expertise
                       tech/marketing
                           cross  over
content
EVERYTH...
“Fundamentally it’s not just about content. it’s about identity, relationships and content ”


INCREASED  visibility                                                      WORD  of  Mouth

55%
             Blogs on company sites result in                              This is the primary factor behind 50% of buying
                                                                           decisions. Interesting content is the TOP 3 reason why
                                                Thought  Leadership
             55% more visitors.
                                                                           people follow brands in social media.

97%
             Companies with blogs get 97%
             more inbound links than others        white pa
                                            s               pers

37%                                     log
                                       b esentations
     37% of marketers say blogs are
                                         pr
                                                        ARTICLES
     most valuable form of marketing                                        6 out of 10 Twitter or Facebook users are more
                                                                            likely to recommend a brand they follow.
                                           infographics
                                     case s                  podcasts
                                            tudies
                                                          eB
                                                            oo
                                                               ks
INCREASE  reach  with  blogs                     guides                     IMPROVES  Social  Interaction

434%
                                                                                         Compelling content drives successful
                    more indexed pages                                                   social media campaigns - cited by 3 out of
                                                                                         4 marketers as a factor in closing sales.


97%                                                                         70%
                                                                                         Of consumers prefer “getting to know” a
                  more indexed links                                                     company via articles rather than ads.



                                                                            60%
Blogs give sites: More pages + more links = bigger                                        Of consumers feel more positive about a
slice of the search results for your business.                                            company after reading custom content
                                                                                          on its site.
22
 ways to
 create
 content
3.  BRAIN  
1.  CURATE:  list           2.  SUCCESS:  
                                                       STORMING:  Ask  
your  favourite  blog          Share  your  
                                                      your  friends,  off  and  
       posts                   successes
                                                               online

                           5.  MASH  UP:  “What  
  4.  GUEST:  Ask  
                                                         6.  ASK:  Speak  to  
                           Batman  Can  Teach  
someone  to  you  want  
                                                        your  database  and  
                           You  About  Success”
   to  connect  with
                                                              customers


  7.  MEMORIES:             8.  INTERVIEW:  Speak      9.  REVIEW:  Pick  a  
 Revise  and  revive          to  your  database        product/service  
      old  content              and  customers            and  review  it
10.  CHALLENGES:             11.  CASE  STUDIES:  
                                                                   12.  BOOKS:  Using  popular  
         Share  your             Things  that  work  and  
                                                                     book  names  or  titles
         Challenges                   don’t  for  you
                                                                    “50  Shades  of  Email”


       13.  MOVIES:           14.  WATCH  A  PLAY:  This  
                                                                       15.  COMICS:  Super  
      Characters  &           is  incredibly  stimulating  and  
                                                                        heroes  make  great  
      stories  trigger          better  than  watching  a  
                                                                           article  themes
           ideas                           movie!

16.  TV:  Choose  popular             17.  TRENDS:  Use  
                                                                      18.  CELEBRITY:  
    shows  with  your                 Google  trends  it  will  
                                                                        Any  one  will  do!
       audience                         boost  your  hits!
19.  GET  PERSONAL:    
                                  20.  TAKE  A  WALK:  
   Personal  stories  
                                  This  will  restart  your  
 ALWAYS  connect
                                           brain!




    21.  RECYCLE:                22.  STEREOTYPES:    
Take  your  old  information     Deal  with  you  industry  
    and  recycle  them!           stereotypes  head  on
We ASSUME too much...




i.e.  Frankenstein  was  a  nice  guy  trapped  in  a  monsters  body!
^ledge
Know
Email Marketing - Just DO it!
Thought is the
  ENEMY of...



  Action
THE CONFUSED MIND
ALWAYS SAYS...




“NO”
Educate
your prospects to be
Better customers!
THIS  IS  NOT
   About  
BLOWING  your
 TRUMPET!
Email Marketing - Just DO it!
REMoving
the  BARRIERS...
9 steps to keeping it simple
 1.  GIVE  one  person  SOLE  ownership  and  time  to  complete  the  task
   2.  GRAB  your  contacts  (EVERYTHING  from  EVERYWHERE)

      3.  DEFINE  what  your  business  wants  to  be  known  for  (3  words)

        4.  FIND  OUT  what  your  customers  biggest  problems  are

           5.  WRITE  OUT  a  lot  of  headlines  and  bullet  points  to  solve  it
              6.  ORGANISE  them  based  on  related  products  &  services  

                 7.  OUTSOURCE  your  brief  to  a  writer  (you  WON’T  do  it!)

                    8.  ADD  &  LINK  your  articles  to  your  email  &  hit  send!
                       9.  RECORD  your  results  and  improve  on  them  next  time
Email Marketing - Just DO it!
Email Marketing - Just DO it!
JV  +  Action
Value  Trade  
 +  Traffic
start here...
your website must
1 capture data
2 create a position of expertise
3 create top of mind brand recognition
4 sell
your database must
1 be in a centralised location
2 captures from every media
3 segmented to drive relevance
4 communicate with purpose & value
your content must
1 be relevant
2 be valued & shareable
3 position your business as experts
4 education
  provide emotion, experience &
content
 sales page




                  X50
site




                             awareness
                              interest
                              DESIRE
              Email           action
home
                      blog
people thinking about                                                                “good diet”
“summer fashion”                                “succession planning”   “facebook”                     “designer”

“nights out”
                             “online betting”
                “grocery shopping”         “self-publishing” “custom printing”       “new tyres”
“business consultant”        “driving instructor”         “online agency” “blu ray player”    “getting fit”



PROMOTED                                         shared                                 SEARCHED



                                                 clicked
                                                    page
                web site                                                 sale page

                                                     qualified
                                                       lead
Choose  Your  Weapons...

  website   database   email   content marketing   joint ventures   seo / sem   social media   pr
choose 3 AT MOST and...




          BE  EXCELLENT!
THANK  YOU!
Discover More @ brandmail.com.au

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Email Marketing - Just DO it!

  • 1. email just  do  it!
  • 2. our clients Discover More @ brandmail.com.au
  • 3. THE stats * * it wouldn’t be a presentation without them, would it?
  • 4. Attitudes to email are changing... 73% in 2006 63% in 2008 59% in 2010 52% in 2012 Fewer customers are deleting emails without reading them...
  • 5. 92% 61% on a daily basis of online adults use  email
  • 6. 74% of online adults prefer  to  receive  email over social media, direct mail text or phone calls...
  • 7. 89.2% Of marketing managers state email remains a key  element to their marketing strategy
  • 8. Perspective renewal campaign explanation 2.9  billion  Accounts
  • 9. The number of Facebook & Twitter messages sent combined in comparison to emails sent* * NOT including SPAM 0.02%
  • 10. In 2012 More business leaders plan to increase spending in email marketing than any  other  channel
  • 11. charlie chaplin once came third in a CHARLIE CHAPLIN lookalike Competition!
  • 13. OLD vs. NOW Sales  Holds  The  Power Customer  Holds  The  Power Sales  Answer  ALL  The  Questions Endless  Research  Options Sales  Enter  Process  Early Fluid  Movement  When  Buying Staged  Movement  Thru  Buying Sales  Enter  Process  Late Buyer  Research  Difficult Customers  Find  Most  Answers
  • 14. People change... “Now  I’m  a  LAMP”
  • 15. more CHOICES and MUCH  LESS time...
  • 16. ATTENTION comes in SMALL quantities...
  • 18. the TERMS are NOT  YOURSanymore...
  • 19. we are ALL in the FASHION business...
  • 22. things TO Know...
  • 23. 1.  MARKETING Owns  the  PIPELINE!   The  success  or  failure  of  your  business  depends  entirely   on  the  quality  and  quantity  of  sales-­ready  leads  you   generate.
  • 24. 2.  MARKETING Owns  INNOVATION!   “Marketing  is  a  tightly  integrated  effort  to  discover,   arouse,  create  and  satisfy  customer  needs.”  
  • 25. 3.  MARKETING Owns  the  INFORMATION!   “It’s  often  the  most  important  part  of  the  product,   or  the  product  itself.  Your  information  has  become   one  of  the  most  important  differentiator  in   competitive  markets”  
  • 26. why? is it so hard for people to make email campaigns happen?
  • 27. perceived   technical  ability no  reward no  strategy varied  systems no  ownership no  conversion  plan no  specific  campaign no  measurement no  support/expertise tech/marketing cross  over
  • 30. “Fundamentally it’s not just about content. it’s about identity, relationships and content ” INCREASED  visibility WORD  of  Mouth 55% Blogs on company sites result in This is the primary factor behind 50% of buying decisions. Interesting content is the TOP 3 reason why Thought  Leadership 55% more visitors. people follow brands in social media. 97% Companies with blogs get 97% more inbound links than others white pa s pers 37% log b esentations 37% of marketers say blogs are pr ARTICLES most valuable form of marketing 6 out of 10 Twitter or Facebook users are more likely to recommend a brand they follow. infographics case s podcasts tudies eB oo ks INCREASE  reach  with  blogs guides IMPROVES  Social  Interaction 434% Compelling content drives successful more indexed pages social media campaigns - cited by 3 out of 4 marketers as a factor in closing sales. 97% 70% Of consumers prefer “getting to know” a more indexed links company via articles rather than ads. 60% Blogs give sites: More pages + more links = bigger Of consumers feel more positive about a slice of the search results for your business. company after reading custom content on its site.
  • 31. 22 ways to create content
  • 32. 3.  BRAIN   1.  CURATE:  list   2.  SUCCESS:   STORMING:  Ask   your  favourite  blog   Share  your   your  friends,  off  and   posts successes online 5.  MASH  UP:  “What   4.  GUEST:  Ask   6.  ASK:  Speak  to   Batman  Can  Teach   someone  to  you  want   your  database  and   You  About  Success” to  connect  with customers 7.  MEMORIES:   8.  INTERVIEW:  Speak   9.  REVIEW:  Pick  a   Revise  and  revive   to  your  database   product/service   old  content and  customers and  review  it
  • 33. 10.  CHALLENGES:   11.  CASE  STUDIES:   12.  BOOKS:  Using  popular   Share  your   Things  that  work  and   book  names  or  titles Challenges don’t  for  you “50  Shades  of  Email” 13.  MOVIES:   14.  WATCH  A  PLAY:  This   15.  COMICS:  Super   Characters  &   is  incredibly  stimulating  and   heroes  make  great   stories  trigger   better  than  watching  a   article  themes ideas movie! 16.  TV:  Choose  popular   17.  TRENDS:  Use   18.  CELEBRITY:   shows  with  your   Google  trends  it  will   Any  one  will  do! audience boost  your  hits!
  • 34. 19.  GET  PERSONAL:     20.  TAKE  A  WALK:   Personal  stories   This  will  restart  your   ALWAYS  connect brain! 21.  RECYCLE:     22.  STEREOTYPES:     Take  your  old  information   Deal  with  you  industry   and  recycle  them! stereotypes  head  on
  • 35. We ASSUME too much... i.e.  Frankenstein  was  a  nice  guy  trapped  in  a  monsters  body!
  • 38. Thought is the ENEMY of... Action
  • 39. THE CONFUSED MIND ALWAYS SAYS... “NO”
  • 40. Educate your prospects to be Better customers!
  • 41. THIS  IS  NOT About   BLOWING  your TRUMPET!
  • 44. 9 steps to keeping it simple 1.  GIVE  one  person  SOLE  ownership  and  time  to  complete  the  task 2.  GRAB  your  contacts  (EVERYTHING  from  EVERYWHERE) 3.  DEFINE  what  your  business  wants  to  be  known  for  (3  words) 4.  FIND  OUT  what  your  customers  biggest  problems  are 5.  WRITE  OUT  a  lot  of  headlines  and  bullet  points  to  solve  it 6.  ORGANISE  them  based  on  related  products  &  services   7.  OUTSOURCE  your  brief  to  a  writer  (you  WON’T  do  it!) 8.  ADD  &  LINK  your  articles  to  your  email  &  hit  send! 9.  RECORD  your  results  and  improve  on  them  next  time
  • 48. Value  Trade   +  Traffic
  • 50. your website must 1 capture data 2 create a position of expertise 3 create top of mind brand recognition 4 sell
  • 51. your database must 1 be in a centralised location 2 captures from every media 3 segmented to drive relevance 4 communicate with purpose & value
  • 52. your content must 1 be relevant 2 be valued & shareable 3 position your business as experts 4 education provide emotion, experience &
  • 53. content sales page X50 site awareness interest DESIRE Email action home blog
  • 54. people thinking about “good diet” “summer fashion” “succession planning” “facebook” “designer” “nights out” “online betting” “grocery shopping” “self-publishing” “custom printing” “new tyres” “business consultant” “driving instructor” “online agency” “blu ray player” “getting fit” PROMOTED shared SEARCHED clicked page web site sale page qualified lead
  • 55. Choose  Your  Weapons... website database email content marketing joint ventures seo / sem social media pr
  • 56. choose 3 AT MOST and... BE  EXCELLENT!
  • 57. THANK  YOU! Discover More @ brandmail.com.au