1. © Presenter: Catriona Walsh March 2007 OSD Ltd. ©

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

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

6. © 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. http://www.focusireland.ie/ Happy Christmas and Best wishes for 2007 !!! Catriona ~ Marie ~ Victor Graham & Mary

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

8. © Tip 1- Email Strategy Integrate Email into your Marketing Strategy Remember Consistency = Familiarity = Improved Response Consider – could email 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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11. © Tip 2 Building an OPT IN Database Integrate Email 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 email Develop specific campaign with timeline/target no. of email addresses etc

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

13. © 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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15. © 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 emails

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18. © Tip 5 – Manage an Email 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

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

20. © 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

21. © Data Protection Checklist Have you ? 1.Registered with www.dataprivacy.ie 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

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

23. © Back in the Office! 1.Subscribe to relevant Ezines e.g.competitors 2.Implement email collection into your business processes 3.Document & communicate an email strategy 4.Register with Data Commissioner 5.Use testing & build your email 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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26. © Thank You! For Further Information Contact: Catriona Walsh catriona@emarketing.ie 071 91 700 24 086 814 24 24 www.emarketing.ie