Email

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Email

• The Digital Dialogue Powerhouse

Jeanniey Mullen, jeanniey.mullen_at_ogilvy.com Execut
ive Director, WW Email and Digital Dialogue
ServicesFounder, Email Experience Council
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The Digital Evolution is Resulting in Deeper
Consumer Engagement
3D Web
Web 2.0
Web 1.0
Access
Find
Share
Participate
Co-Create Experience
Collaborate
ValueProposition
PosterChildren
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User Control is driving Convergence
Traditional Advertising
Public Relations
Virtual Companies and Online Service
The New Playing Field Must Address the
Convergence of Multiple Disciplines and Channels
through a consistent dialogue
User Generated Content and Social Media
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800 million cars
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1.3 billion fixed landline phones
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1.5 billion TV sets in use
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1.4 billion people carry a credit card
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850 million PCs
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1.1 billion people access the internet
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50 million people checkedemail at least 5 times
today
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The Role of Email has Changed
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Email is no longer a one-off it is a dialogue
generator. It is the BACKBONE
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How are people using email today?

• They write it
• They read it
• They send it to others
• They blog about it
• They make videos about it
• They ignore it
• They complain about it
• They delete it
• They buzz about it

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More importantly.. They value it!

• Email delivers the highest ROI among marketing
  vehicles by an eye-popping margin a whopping
  57.25 for every dollar spent on it in 2005,
  according to the Direct Marketing Associations
  The Power of Direct Marketing (October 2006).
• Email is delivering sales at an average cost per
  order of less than 7, compared to 71.89 for
  banner ads, 26.75 for paid search and 17.47 for
  affiliate programs, according to Shop.orgs
  State of Retailing Online 2007 (Sept. 2007).
• Consumers who buy products advertised in emails
  spend 138 more than typical non-readers,
  according to Forrester Research (2007).

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When customers dont respond to our email, either
do we
Percentage E-mail Marketing Executives
Question When subscribers are unresponsive (no
opens or clicks) to repeated mailings, what
actions do you take?
Source JupiterResearch/ClickZ E-mail Marketing
Executive Survey (03/07), n 630 (e-mail
marketers, US only)
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That has to change The Email of Today Has a
Unique Role Dialogue

• Email is a dialogue It must be relevant and
  drive impact at every step across the sales
  cycle
• AND. once a sale has been made, email must work
  even harder to strengthen brand advocacy and
  loyalty

Awareness
Engage
Consider
Buy
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An Email Dialogue Requires Integration
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Multiple Email Vehicles Increase Marketing Impact

• Developing a comprehensive suite of digital
  touchpoints (versus reliance on one method) will
  empower your readers to become brand advocates
  and increase campaign impact and sustainability
  by over 1000

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Churn is Triggered by Irrelevancy and Frequency
Risk
Population
Source Jupiter Research (10/07)
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We need to rethink the way we use email to
dialogueHave you considered this?
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What if.

• emails could drive engagement for other digital
  channels?

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They do
A Digital Dialogue does not have to happen inside
the inbox anymore
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What if.

• personal emails could inform marketing emails
  when to send and what content to talk about?

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They can
Intelligent targeting of email content based on
actual conversation is the newest trend.
Behavioral Target is making relevance Relevant
again
80 of all Hotmail readers plan for the weekend
Wednesday after 6 pm and talk about something
different beginning Saturday at noon.
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What if.

• emails could connect offline and online
  communications seamlessly?

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They do.
Integration opportunities with offline and media
mean stronger bonds and faster sales
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What if

• emails could tell if recipients are reading
  messages on the run?
• and speak to recipients based on what device they
  are using?

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They do...
Within one email campaign you will be able to see
how mobile your audience is
Start with the simple question Would you like
to view this on a mobile device?
Give them mobilly formatted content
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Prediction By 2009, 60 of emails will not be
read inside the inbox
X
Emails will be read On mobile devices On
handhelds Inside social networks RSS readers On
browser toolbars Via the phone
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This changes EVERYTHING we think we know about
good email
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You NEED to be prepared

• Say goodbye to your design best practices. Email
  IS an electronic message plans can no longer
  stick to elements sent to an inbox environment.
• Meet the IT guys outside and duke it out!
  Having an opt-in option prominently placed on ALL
  web destination pages will be critical regardless
  of what IT says.

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You NEED to be prepared

• Bribe your media planners/buyers Integrating
  email opt-in capture with all forms of media will
  be a must by the middle of 2008.
• Get a stiff drink (or five) Use this to erase
  you pre-disposition to email as a direct
  marketing or relationship driving vehicle, and
  realize it is THE digital indicator of trust and
  high value.

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You NEED to be prepared

• Bribe your media planners/buyers Integrating
  email opt-in capture with all forms of media will
  be a must by the middle of 2008.
• Get a stiff drink (or five) Use this to erase
  you pre-disposition to email as a direct
  marketing or relationship driving vehicle, and
  realize it is THE digital indicator of trust and
  high value.

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Its Time to Bring the Love Back and use email to
relate to our customers its a dialogue waiting
to happen
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Thank you

• Jeanniey Mullen
• jeanniey.mullen_at_ogilvy.com
• jeanniey_at_emailexperience.org
• 973-204-0023