Presentation for Identity Limited

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EMAIL MARKETING ART OR SCIENCE?

• Science
• any activity that is the object of careful study
  or that is carried out according to a developed
  method.

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EMAIL MARKETING ART OR SCIENCE?

• Art
• the creation of beautiful or thought-provoking
  works, for example in painting, music, or
  writing.

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EMAIL MARKETING ART OR SCIENCE?

• Delivery of email can be viewed as scientific
• deliverability
• behavior analysis
• tracking
• recording
• technology
• Subject lines are tailored
• Segmented audiences
• The research shows the best time to communicate
  is at 2pm on Thursday

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EMAIL MARKETING ART OR SCIENCE?

• What is going to make the difference?
• The creative

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EMAIL MARKETING ART OR SCIENCE?

• Email marketing is about creating a desire to
  know more
• Engage someone
• Provoke a reaction
• Get people talking
• Generate excitement

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EMAIL MARKETING ART OR SCIENCE?

• Which would you rather read?

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EMAIL MARKETING ART OR SCIENCE?

• Two seconds to get attention
• People scan, they dont read
• People recognise good design even if they arent
  designers
• A well designed message offers perception of value

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EMAIL MARKETING ART OR SCIENCE?

• Delivery of the email may be science
• But getting them to read it, is the art.

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IN THE WORDS OF AN ARTIST
Artist
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Contact Edward Weatherall Managing
Director Concep   Direct 44 (0) 207 952
5578 Email edward.weatherall_at_concepglobal.com
Web www.concepglobal.com