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An Introduction to Direct Email

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This evening seminar is a practical introductory guide to direct email marketing, from creative and strategic issues to methods of delivery, tracking and reporting.

Email marketing is coming of age as major businesses switch marketing budgets from direct mail to direct email.

But what are the issues involved in such a change, and how do we avoid potential pitfalls? This evening seminar brings together a group of leading practitioners and experts in the field to present a practical guide to email marketing, from devising your strategy and creative approach to email delivery and reporting.

Outline

Topics covered include:

• Who is using direct email?
• How do you start to exploit email marketing?
• Does creativity make a difference?

Introduction

• Who is using email marketing
• Why is it growing so fast?

Strategy

• Campaign construction – use of follow ups, auto-responders
• Email for customer acquisition
• Email for customer loyalty

Creative

• Ten top tips for email creative

Delivery

• Formatting email
• Tracking & reporting
• In-house or ASP?

What’s Next?

• Legal/data protection pressures
• Technology: SMS, wireless

About the Speakers

Mike Teasdale, Creative Partner, Harvest Digital
Mike Teasdale is Creative Partner at Harvest Digital (www.harvestdigital.com), a specialist email-marketing agency set up in October 2001 to help clients exploit email as a standard marketing channel alongside direct mail or brand advertising. Mike began his career as a copywriter in the direct marketing industry with the UK’s largest below-the-line agency, WWAV Rapp Collins. In 1995 he co-founded one of the first new media agencies in London, Tequila Digital (www.tequila-uk.com), where he worked as Creative Director with clients including Motorola, Michelin, Capital Bank, the BBC and IBM. More recently he has worked as a marketing consultant with Answerthink (www.answerthink.com), and is a frequent conference speaker on topics such as writing for the web, email copywriting and web usability.

David Hughes, Group Account Director, E-Mail Vision
David Hughes is Group Account Director of E-Mail Vision and has over 15 years sales and marketing management experience, He worked in a business-to-business market before spending 6 years with Claritas, where he was responsible for highvolume, consumer survey projects in 9 European countries and on-line data acquisition projects.

Rory Teeling, Managing Partner, Harvest Digital
Rory Teeling is Managing Partner of specialist email marketing agency Harvest Digital. Before joining Harvest, Rory worked for Hyperlink Marketing as Director of Strategic Consultancy, where he was responsible for the new business development and corporate strategy of the company. Prior to Hyperlink, Rory worked for The Forward Group - a communications solution provider - as a Planning Director. He was responsible for the the creation of the company's internet arm - Realsubstance.com. From February 1996 to June 1999 Rory was the Head of Strategic Planning at DM agency Tequila Payne Stracey, where he created the group's below-the-line strategic methodology Tequila Disruption.

Location

PSI