Can Email Remain Relevant | Glenis Carroll, Fairfax Digital | iStrategy Sydney 2010
Transcript of Can Email Remain Relevant | Glenis Carroll, Fairfax Digital | iStrategy Sydney 2010
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Workshop:
Can email remain relevant?
Glenis Carroll
General Manager Marketing - Media
Fairfax Digital
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The end is nigh for email…
…apparently
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Nielsen: Australian Internet & Technology Report 2010
Media by time of day
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Motivations to become subscribers,
fans & followers
Email Facebook Twittter
To receive discounts & promotions 67% 40% 31%
To get a “freebie” 55% 36% 28%
To get updates on future products 45% 33% 38%
To get updates on upcoming sales 50% 30% 30%
To stay informed about the activities
of the company
28% 34% 32%
For fun & entertainment 29% 29% 26%
To show support for the company to
others
11% 39% 23%
To learn about the company’s
products and services
28% 21% 25%
To get access to exclusive content 33% 25% 25%
Someone recommended it to me 17% 22% 14%
For education about company topics 22% 13% 14%
To interact (e.g. Provide feedback) 14% 13% 20%
Source: The Collaborative Future http://www.exacttarget.com/sff
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Task One
What is good about email?
What is bad about email?
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Lazy email marketing
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Batch and blast
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Little interest in relevance
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Engagement
should
matter
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Let’s build a bigger list!
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Deliverability
Global Delivery Rates, 2H 2009
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00%
Inbox Junk/Bulk Missing
North America
Europe
Asia Pacific
Source: Return Path 1H2 2009 Global Deliverability Benchmark Report
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We need to be transparent
• Permission is critical
• Unchecked opt-in box
• Choice at the time address is given
• Clarity of what will be delivered
• Content
• Frequency
• Sender
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We should be inquisitive
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Add value to their experience
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Trust
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Engender loyalty
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Manage your Data
• Address change should be easy – and prompted
• Monitor open rates and clicks
• Don’t overlook your deliverability rates
• Dump non-responders
• Respect bounces, complaints and unsubscribes
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Task Two
What are the three most critical things your
business needs to do to enable email to be a
sustainable channel.
Or do you think email is no longer viable?
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You are not as
sexy as you
think you are
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“The greatest danger to email’s viability as a
communications channel comes from
marketers who don’t respect the channel or
their customers and subscribers.”Loren McDonald, Silverpop
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Glenis Carroll
General Manager Marketing - Media
Fairfax Digital
LinkedIn: http://www.linkedin.com/in/gleniscarroll