© Presenter: Catriona Walsh March 2007 OSD Ltd. ©

© Catriona Walsh Founder OSD Ltd. Founder eMarketing.ie Services (Online Marketing Agency) Introduction

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© According to Jupiter Research 93% of U.S. Internet users consider their top online activity. Why because is: Fast Inexpensive Effective way to communicate – Prospects – Customers – Vendors Intro to Marketing

© This year we have donated to Focus Ireland and encourage you to do the same. Focus Ireland aims to advance the right of people-out-of-home to live in a place they call home through quality services, research, and advocacy. Happy Christmas and Best wishes for 2007 !!! Catriona ~ Marie ~ Victor Graham & Mary

© 1. Have a Strategy 2. Build an OPT IN Database 3. Develop Effective Content 4. Develop a Design Approach 5. Execute Professional Delivery 6. Measurement / Metrics Data Protection Checklist SPAM Do’s and Don’ts Overview 6 Top Tips

© Tip 1- Strategy Integrate into your Marketing Strategy Remember Consistency = Familiarity = Improved Response Consider – could act as a Sales Channel for your business Communicate Strategy throughout the organisation Think strategically – e.g. what’s the most effective response handling method Online to reduce sales-handling costs OR By telephone Design response mechanisms to suit this

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© Tip 2 Building an OPT IN Database Integrate Collection inc. opt-in into your business processes Create incentive driven opt-ins on your website -freebies/special offers/discounts etc. Offer best deals via Develop specific campaign with timeline/target no. of addresses etc

© Tip 2 Building a Database Remember is a numbers game Best practice Do it legally opt-in for B2C & B2B s Preferred Method Double opt-in Register with the Data Protection Commissioner on Fee €

© Tip 3 Develop Effective Content Revert to Objective Know Your Audience KISS - Keep it Simple Stupid Use Winning Words (Robert Hayes McCoy) You/Win/New/Offer/Special Start with flattery or appeal to greed…… What works offline?? Most people interested in one of 3 things What do you think they are ??? Themselves Getting more biz/cut costs Saving money

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© Tip 4 - Develop a Design Approach Sales Shots Branding is vital Then Image / Headline / Detail Keep size exc. Images below 30k max. Max width usually 570 pixels to avoid scrolling Use Sales Hot Spot – Top Right Personalise s

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© Tip 5 – Manage an Database Split databases - target marketing - acceptable frequency rates - testing (1,000 reasonable test in Irish context) Allow Opt out & Keep Suppression List Use Sniffer technology (A program and/or device that monitors data traveling ) (plain text & html versions) Personalise Sender

© Tip 5 - Effective Delivery Use dedicated software - In-house or Outsource Consider Subject Heading carefully – remember familiarity – use brand Use forward to a friend (Viral Marketing)

© Top Tip 6 – Measurement / Metric Access tracking on a live link Test and compare results Be sure to track by - number of openings - clicks on each link - person who clicked on each - ideally follow through to live tracking on site

© Data Protection Checklist Have you ? 1.Registered with 2.Created opt in Lists or better double opt in 3.Stated the purpose for which the data is being collected 4.Always allow opt – out and implement

© SPAM Do’s and Don’t 1.Get Opt In 2.Allow Opt Out 3.State policy on site – sample policy check out 4.Watch frequency of mail outs 5.Consider Subject Headings carefully – remember familiarity – use brand

© Back in the Office! 1.Subscribe to relevant Ezines e.g.competitors 2.Implement collection into your business processes 3.Document & communicate an strategy 4.Register with Data Commissioner 5.Use testing & build your marketing skills 6.Research software, services and tools on the internet Examples of local eMarketing orientated companies Do it yourself: Infacta – Group mail & Group Metrics Done for you: eMarketing.ie

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© Thank You! For Further Information Contact: Catriona Walsh