Mika Tuupola

Rok Hrastnik of Studio Moderna recently held an presentation at Eturundus! 3. Eturundus! is an ongoing series of events organized by Altex Marketing. I recommend these events to all marketing professionals located in or near Tallinn.

Here are the interesting parts of my notes from Rok’s presentation. It does not include RSS marketing since Rok ran out of time.

Email marketing

The most powerfull method of email at the moment is transactional email marketing. Transactional means you have a dialogue with a client. Two simple examples to follow:

1. Client registers at your website.
2. You send a Thank you for registering email to the client. Within this email you promote interesting parts or products from your site. This mail will most likely have a very high click through rates.

1. Client purchases something from your website.
2. You send Thank you for purchasing email to the client. Within this email you cross-sell additional products. Think about Amazon.com’s Customers who shopped for xxx also shopped for feature.

50% of sales of an example sport / health related product was generated by the following transactional email dialogue

1. Client registers to a website which is a minisite designed to only sell this product.
2. Client receives a Thank you for registering email. This email includes an electronic discount coupon valid for 7 days.
3. If the client has not used her coupon in 6 days a Your coupon expires today email will be sent.
4. Client buys the product and is asked to join to Weekly health tips newsletter.
5. The newsletter cross-sells some additional products

Email can be a powerfull tool as long as it is targeted properly.

Cross-selling by callback

Cross-selling by calling the person back apparently works quite well in countries which are still relatively new to e-commerce (Slovenia, Poland, Romania etc). The record has been a sale of 21 additional items.

E-zine publishing

E-zines are not dead nor too old-school. They are still a powerfull medium.

Banner optimization

Banners are not dead yet. To optimize them these points need to be considered (Art Directors are not going to like the first one):

1. One color has to be black, yellow or red.
2. There has to be a pull factor (visual element to attract the eye).
3. There has to be a motivational factor (get fit before summer!).
4. Pull factor has to be related with the landing page. If you sell something link to a specifig product page or minisite. Not to a company mainpage.

In Slovenia a person makes a purchase after seeing the banner in average 16.9 times or 12.4 days after first seeing the banner.