DMA client benchmark report 2012 email still my favourite channel. Presentation sponsored by Alchemy Worx. By Odigeo The Online Travel Group.

1. Email: still my favourite channel
Olly Beckett, web editor, Opodo
#dmaemail

2. Email: still my favourite channel
DMA 17 May 2012

3. Overview
1. Email vs Social marketing
2. Ways in which Opodo use email
marketing
3. Challenges
4. Future trends
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4. Email vs Social marketing
Why I think email marketing is easier than social media
marketing
1. Email marketing is an established channel with relatively predictable outcomes
2. There is more room to get messages across clearly on emails along with engaging design
3. By its general nature, email marketing is a one-way conversation, whereas social media can
sometimes feel like an exercise in customer relations
4. Customers are still more disposed to purchase from an email
5. You can get many more offers in an email than in one social marketing message
6. Organisations are ‘sold’ on email marketing but still need to be convinced about social
marketing
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5. Ways in which Opodo use email marketing
Weekly newsletter: Email
regular and dedicated lifecycle
cruise Welcome
Birthday email
subscriber
Lapsed subscriber Newsletter
Pre-departure
Welcome back
Lapsed booker
Lapsed Pre- Birthday
booker departure
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6. Challenges - general
Spam Relevance
- Understanding deliverability - Always evolving (keeping design
problems fresh)
- Keeping up-to-date with ESP rules - Ever-increasing need to provide
customer with exactly what they
Stagnation want
- Same type of subject lines always
win List growth
- Repetition of offers and same - Need to provide content that
timings of sales every year other marketing cannot
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7. Challenges - Opodo
On-site sign up
- Limited space (mostly taken up by offers)
- How much info should be required (i.e. Just email or name etc. As well)
Segmentation
- Need to provide special offers from suppliers
- Time required for data mining
Seasonality
- Customers don’t buy holidays every day
- How to keep people enticed throughout the year?
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8. Future trends
Email via social media
- Facebook now allow individual direct messages
- Possibility of mass email marketing via Facebook
Database shrink
- Smaller databases, with much higher engagement
- Shedding more inactive customers
More customer control
- Customer will choose when and how often they receive emails
- Customer will choose exactly what they receive in email
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9. Olly Beckett
Web Editor
Opodo
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10. Panel Discussion
Justin Pearse, New Media Age
Fiona Robson, Rocketseed
Anthony Wilkey, Emailvison
Dela Quist, Alchemy Worx
Olly Beckett, Opodo
#dmaemail

11. Closing remarks from chair
Justin Pearse, editor, New Media Age
#dmaemail

12. Upcoming events
Email customer lifecycle: List growth
Sponsored by Silverpop
Tuesday 22 May 2012
Ready steady email
Partnered with the IAB
Monday 25 June 2012
The DMA summer lunch- with Alastair Campbell
Sponsored by Mobile Marketing Group
Thursday 12 July 2012
To see our full events listing please visit
http://www.dma.org.uk/event-listing