Email Branding & Relationships To Build Business

Email Branding & Relationships To Build
Business
Jeanniey Mullen
Jeanniey.mullen@ogilvy.com
October 25, 20062"Email also does not convey emotions nearly as
well as face-to-face or even telephone
conversations.
It lacks vocal inflection, gestures, and a shared
environment.
Your correspondent may have difficulty telling if
you are serious or kidding, happy or sad,
frustrated or euphoric.
Sarcasm is particularlydangerous to use in
email."Does email have an impact on brand?
My brand
My email brand disasters
1.The email started out:
"If you want me to fire him, I will
have him gone within 10
minutes.."
2.The email subject line said
"Look at me."The content said
"tell me what you think and
send back to me. I want to edit
your comments before sending
to the executives."
4Email has a significant impact on brand: Good and Bad
The Good
>In a study of 100,000 direct emails sent as part of individual campaigns on
behalf of consumer brands, we found that email marketing can lift brand
awareness by as much as 58 percent or more. In one example, a credit
card company, email lifted intent to apply for that credit card by 66
percent or more. (Source: MediaPost09/2006)
The Bad
>One "negative"email experience can cause a recipient to stop doing
business or patronizing your organization: Doubleclickreports that 90% of
users will use email to engage in and determine the value of a relationship
with a company.
5A "Perceived"Branding Story
>Too many "people" images which
did not relate to the product. I had
to look for information that interest
me and I did not find the offer
easily.
>LOVED this one. If I already know
I'm going to be getting marketing
email from IBM, a little wit and a
sense of story made the difference
for me.
>Guys in ties and IBM, it fits nicely.
>I like the two guys in ties. It's kinda
old-school feeling. I like that one
guy is in profile. The large font, red
link, brought me in. The offer itself
is not easily identifiable
6The Four Truths about Email as a Branding Vehicle
1.Email delivery and rendering is not only a critical but strategic aspect of
your messaging efforts
2.Branding in an email is = to Word of Mouth marketing. Caution isadvised
3.Email can no longer be thought of as "a single communication vehicle"-
email has evolved into the backbone of digital communication
4.There distinction between direct and brand is disappearing. Email is the
driver!
7Email delivery and rendering is not only a
critical but strategic aspect of your messaging
effortsKnow your brand's reputation
when it reaches the inbox
THISis John Chambers
THISis NOT
FACT:
.20-30% of all email never make it to the recipient.
.Of those that do, 25% or more will render with
broken images and/or missing links.
.Email Deliverability is CRITICAL.
9Branding in an email is = to Word of Mouth
marketing. Caution is advisedBad Branding
11Another Oops
This email was
"accidentally"sent to the
entire mediapostopt-in
base.
OOPS
12Dialogues
6
13Email can no longer be thought of as "a single
communication vehicle"-email has evolved
into the backbone of digital communicationWhy the
need for
Digital
Dialog?
15Center on the Consumer
Home
On-The-Go
Work
16Email is the backbone of our Digital World
RSS
Mobile
Social
Tactics
Networking
Promotions
Websites
Blogging
Viral
Marketing,
Community
Transactional,
Service
Desktop
Apps
Widgets
17The distinction between direct and brand is
disappearing. Email is the driver!19202122See email examples
23The time to elevate email has arrived!
Email delivers the highest return on investment by an eye-popping margin, according to
the Direct Marketing Association.
Email return... [download for more]