Dave Smerdon | EMSA 2010
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Transcript of Dave Smerdon | EMSA 2010
Creative ideas to add a touch of flair to your email marketing strategy
David Smerdon, Digital Strategist, Clemenger BBDO Brisbane
Agenda
• Fundamentals vs. flair• 15 ways to create flair
How to win a Grand Final
FUNDAMENTALS
TALENT STRATEGY
FLAIR
FUNDAMENTALS
TALENTSTRATEGY
FLAIR
FUN
DA
ME
NTA
LS
TALE
NT
STR
ATEG
Y
FLAIR
15 ways to create flair
1. Content
2. SMS
Virtual SMS
– “Text your email address to 04… to receive full details about this property”
– Also triggers an email and SMS to the agent to follow-up
3. Automation
Header
Footer
Introduction
Conditional content based on favourite foods
Latest menu
4. Conditional Content & Segmentation
5. Promotions
6. Design
People ignore design that ignores people.
FRANK CHIMERO
7. Language
Design + Language = Personality
9. Learn to share
10. Interaction
11. Behavioural targeting
12. Using an email / video combination
13. Events
14. Don’t be boring
15. Retaining unsubscribers
Closing
FUNDAMENTALS
TALENT STRATEGY
FLAIR