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

2. © 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 email marketing company. Worked with the IDM for 4 years. –Presenting –Lecturing –Training –Consulting About Steve Kemish

3. © IDM Academy 2008 … A selection of Adestra Clients:

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

5. © IDM Academy 2008 When do you send your email?

6. © IDM Academy 2008 Time of sends

7. © IDM Academy 2008 Emails every Friday… Emails on a Thursday… Emails at the start of the month… It’s what we’ve always done

8. © IDM Academy 2008 What governs when to send at the moment… When it’s ready. Boss told us to! When our email 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

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

10. © IDM Academy 2008 Regionalisation/previous purchase

11. © IDM Academy 2008 Reactivations

12. © IDM Academy 2008 Not using what you know

13. © IDM Academy 2008 Not using what you know

14. © IDM Academy 2008 Cross Sells & relationship building

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

16. © IDM Academy 2008 Driving offline

17. © IDM Academy 2008 We have a great offer

18. © IDM Academy 2008 We have a great offer

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

20. © IDM Academy 2008 Filling the gaps

21. © IDM Academy 2008 Using web analytics

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

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

24. © 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

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

26. © IDM Academy 2008 Full copies of the 52 page 2008 Email Marketing Industry Census are available by: Email: whitepaper@adestra.comwhitepaper@adestra.com Web: www.adestra.co.uk/censuswww.adestra.co.uk/census Stand: drop your card off with me or on stand E171 Further reading Any questions?