© IDM Academy 2008 Not who, not what but the WHEN of Email Marketing Steve Kemish Client Services Director Adestra.

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Presentation transcript:

© IDM Academy 2008 Not who, not what but the WHEN of Marketing Steve Kemish Client Services Director Adestra

© IDM Academy 2008 Been “digital” for 10 years. Worked client-side for 8 years – IT, Education, Publishing, B2B & B2C. Consulted & trained clients such as: Client Services & Strategy Director for Adestra, leading marketing company. Worked with the IDM for 4 years. –Presenting –Lecturing –Training –Consulting About Steve Kemish

© IDM Academy 2008 … A selection of Adestra Clients:

© IDM Academy 2008 This session then… Choose a perfect time to send your marketing Segmentation opportunities for added intelligence and success. How frequency can have a real impact on your campaign ROI

© IDM Academy 2008 When do you send your ?

© IDM Academy 2008 Time of sends

© IDM Academy s every Friday… s on a Thursday… s at the start of the month… It’s what we’ve always done

© IDM Academy 2008 What governs when to send at the moment… When it’s ready. Boss told us to! When our provider can send it. Before lunch. Sent overnight so it’s in the inbox first thing. Insight from web analytics and previous sends. When our recipients told us they wanted it. When we have something to say. Complimenting other channels

© IDM Academy 2008 When… …we know something about you

© IDM Academy 2008 Regionalisation/previous purchase

© IDM Academy 2008 Reactivations

© IDM Academy 2008 Not using what you know

© IDM Academy 2008 Not using what you know

© IDM Academy 2008 Cross Sells & relationship building

© IDM Academy 2008 When… …we have something to say

© IDM Academy 2008 Driving offline

© IDM Academy 2008 We have a great offer

© IDM Academy 2008 We have a great offer

© IDM Academy 2008 When… …we know is best for you

© IDM Academy 2008 Filling the gaps

© IDM Academy 2008 Using web analytics

© IDM Academy 2008 The wider world Their profile: International audiences Sensitive Content (jobs) Religion

© IDM Academy 2008 Basket 1 of 3 Basket 2 of 3 send (?) Telesales(?) Follow up (?) Opened/clicked Download “takeaway” Homepage DM(?) Multi channel targeting

© IDM Academy 2008 Call Centre: - Quiet time - Need staffing Service - Availability of stock - Available staff for visits - Further info available Web site: - Handle Load - Scheduled maintenance And looking at ourselves

© IDM Academy 2008 AN APOLOGY Vistaprint, I am wasting your budget and diluting your results Or, we could just blast the world and hope

© IDM Academy 2008 Full copies of the 52 page Marketing Industry Census are available by: Web: Stand: drop your card off with me or on stand E171 Further reading Any questions?