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Robert Burko

 

As with every year, Super Bowl XLIX was half about the actual game and half about the commercials. Well, actually, this year we’ll have to carve out 5% for talk about deflated balls.

While the game itself was epic and probably among the best in recent memory, we also saw marketers bust out some great creativity and big budgets for their moment in the spot light.

Here at Elite Email we were going to run a Super Bowl ad but due to an error in an Excel spreadsheet, we forgot to budget the $4,000,000 required to do so! =)

But, just because we didn’t have an ad doesn’t mean we shouldn’t showcase all the others because the big game is truly where you see some of the best marketing material.

As we do every year, here is the round up of Super Bowl 2015 commercials.

Personally, I think some were great and some really fell short, but you can be the judge for yourself!

Happy watching!

BMW i3: Newfangled Idea

This one was probably my favorite!

Doritos: When Pigs Fly

Doritos: Middle Seat

Bud Light: Coin – The Pac Man Super Bowl Spot

Wix.com: #ItsThatEasy

Mercedes: Fable – The Tortoise and the Hare

Loctite Glue: Positive Feelings

Jeep: Beautiful Lands

Skittles – Settle It

Budweiser: Brewed the Hard Way

Snickers: The Brady Bunch

Mophie: All-Powerless

Sprint: Sprint’s Super Apology

Kia: The Perfect Getaway

T-Mobile: Chelsea Handler and Sarah Silverman

Microsoft: Estella’s Brilliant Bus

Carl’s Jr.: Au Naturel

Always: #LIKEAGIRL

Disney: Tomorrowland

Dodge: Dodge Wisdom

Pitch Perfect 2: 2015 Super Bowl Commercial

Toyota Camry: My Bold Dad

Microsoft: Braylon O-Neill

GoDaddy: Working

Fast and Furious: Furious 7

Fiat 500X: Blue Pill

McDonald’s: Pay with Lovin’

Nissan: With Dad

Avocados from Mexico: #FirstDraftEver

Weight Watchers: All You Can Eat!

Dove Men + Care: #RealStrength

GrubHub: Because Burrito

NO MORE

Coca-Cola: #MakeItHappy

Terminator – Genysis

Budweiser: Lost Dog – the Bud Puppy

Carnival Cruise: 2015

Lexus: Make Some Noise

T-Mobile: #KimsDataStash

Victoria’s Secret

 

Super Bowl 2015 Commercials

 

 

 

For Canadian email marketers, 2014 will go down in history as one of the most interesting years ever. The launch of CASL in July rocked the digital landscape and changed the game forever. This, of course, was preceded by an absolute flurry of confirmation requests being sent to Canadians en masse, as organizations scrambled to salvage as many mailing list subscribers as possible. Let’s put aside the obvious irony: an anti-spam law causing a massive influx in the amount of email people received, with little value other than “click here to confirm”. In fact, it did result in organizations trimming the excess fat on their databases. This means that as organizations close out 2014, they have a much leaner and cleaner database comprising an audience that actually wants to be engaged. With a new rulebook and a refined (albeit smaller) database, how will email marketing change in 2015? In this article we’ll take a look at the trends to watch in 2015 as email celebrates it’s 43rd birthday (…for those scoring at home, the first email was sent in 1971).

List Segmentation 2.0

Gone are the days of treating everyone on a mailing list like they are the same. Organizations of all sizes are now realizing the amazing power a good mailing list can have when managed correctly. What previously seemed like one long, never-ending list of email addresses all lumped together in one glorious unsegmented and undivided group, is now a wealth of data ripe for the most meticulous of segmentation.

Every email address has a story, has buying habits, has interests, and has a certain way it reacts to different types of messages. In 2015 marketers are going to really focus on the persona of the email address (…well, really the person behind the address) to segment their data in new ways that allow for much better targeting.

Traditional marketing segments on the most obvious of categories such as age, gender, race, income, etc. But email marketers are going to dig way deeper in 2015 and build segments not only based on profile data, but on behavioral data too. Mailing list subscribers who click on links about “blue pants” will be added to behavioral segments for people who like the color blue and are interested in pants. At Elite Email we saw a rise in this type of segmentation across our Canadian clients in the back half of 2014 and the expectation is that this will continue to be a prominent trend throughout 2015.

Emails For Me, Not Emails For Everyone

As marketers build targeted segments, it will also pave the way for much more personalized emails in 2015. Organizations that currently send one main newsletter to their entire mailing list are going to shift to a model where multiple variations of that email are deployed. For some organizations, the differences may be rather small, while for others the email may be completely different. The underlying idea is that the email content needs to be specifically targeted to the segment that receives it to produce the greatest chance of engagement and conversion.

To email recipients this will be a welcome trend because emails that are received will be much more relevant to their unique interests. As an example, your local community center runs programs for everyone, from toddlers to senior citizens. They used to send out a newsletter to everyone covering “All Activities This Week”. Now, they’re going to send a specific email to each age bracket (after all, very few seniors are going to sign-up for a toddler music program… so it’s kind of a waste of email real estate to promote something like that!)

This does mean that email marketers are going to be investing more time throughout 2015 in terms of content creation and building out the emails. However, this is going to lead to a much greater ROI for organizations, because open rates and conversion rates will soar to new heights. This means that in 2015 organizations should be getting their email marketing staff to spend more time optimizing this critical communication channel.

Mobile First Mentality

The amount of organizations that still sent non-mobile friendly emails throughout 2014 is absolutely shocking. The statement “everyone checks email on their smartphone” would not surprise any marketer, and yet so many have not taken steps to provide a better mobile experience. This is a huge missed opportunity and something that will simply not be allowed in 2015. At Elite Email, every year the amount of emails opened on mobile devices has increased, then increased, and then increased some more. That trend is not likely to slow down. Currently every email sent from Elite Email is fully responsive, which means it looks perfect on desktops, mobiles, and everything in between. That will be the new defacto standard for 2015 and beyond.

Creating emails for mobile requires a different thought process. On a mobile device, marketers need to get used to their layout stacking to one column and familiarize themselves with how that impacts click-through rate and what displays ‘above the fold’. In addition to having a responsive mobile-friendly email, marketers will have to make sure that all the links in an email link to a responsive mobile-friendly landing page as well. 2015 will be the year when all points of engagement become as optimized for mobile as they are for desktops.

Tighter Messaging Between Email & Social for One Cohesive Messaging Strategy

In 2015, organizations are going to pay more attention to their cross-channel messaging to ensure greater integration with their communication strategy. Posts on social media will now be more in-sync and aligned with the messaging contained in their email. Organizations of all sizes will take a more holistic look at all their digital channels and craft content calendars that keep everything focused on shared common goals. The days of the social media person operating in a silo (separate from the email marketing person) are absolutely behind us.

As consumers access each of these digital channels on a daily basis, organizations will need to ensure not only that they have a presence on each network, but that it’s all part of the larger integrated strategy. The blog article, newsletter, tweet, Facebook post, and photos on Instagram and Pinterest must answer the question ‘how does this achieve our overall goal’. When all channels have a shared goal, the digital footprint of an organization will lead to greater conversions.

The future is bright for email marketers as that channel continues to drive the greatest ROI and highest level of engagement. The email marketer of 2015 is armed with a wealth of strategies that can drive goals and raise the bar of what is possible with this tried, tested, and true channel.

2015 Trends To Watch

 

Today, Brenda Bouw, published an article for The Globe And Mail all about Canada’s Anti-Spam Legislation… abbreviated to “CASL”.

Her article, titled “New anti-spam law ‘a big deal’ for small businesses ” explores the new legislation and how it effects small businesses in Canada. The entire Elite Email team was happy to see that the final four paragraphs of this great article are referencing an interview I did with this reporter.

You can read the full article here: http://www.theglobeandmail.com/report-on-business/small-business/sb-digital/biz-categories-technology/businesses-rush-to-comply-with-tough-new-anti-spam-law/article17609044/

All of us at Elite Email have been working hard for months & months to understand every component of CASL. We have seen that many (if not most) of the organizations in Canada and abroad don’t fully understand how CASL is going to shake the Canadian marketing landscape at it’s core and truly impact their day-to-day operations. Our goal is to be the go-to thought leaders on the topic of CASL so that we can help not only our customers, but also all of those who need guidance in navigating the new rule book.

To assist with that, we released the CASL Survival Guide in a variety of formats:

Since the release of the CASL Survival Guide, it has been downloaded and accessed a tremendous amount of times and with the article on the Globe and Mail, we have seen yet another spike in downloads.

It is great to see people accessing this guide and using the information to make sure they are ahead of the curve and fully prepared for CASL. Plus, the feedback we have been getting and the appreciation from people who finally have an easy-to-follow roadmap has been fantastic.

The Globe and Mail: CASL

 

I am very excited to be one of the featured experts on ITbusiness.ca’s twitter chat at 1pm ET today (March 20).

You can learn more about the Twitter Chat here: http://www.itbusiness.ca/news/bitcoinitb-an-itbusiness-ca-twitter-chat/47210

Be sure to follow along with the action using the hashtag #BitcoinITB

While Bitcoin has been around for a while, in the past several months it has really picked up a lot of media attention.

The adoption of Bitcoin has been an amazing thing to witness as businesses of all shapes, sizes and geographic locations start to use this cryptocurrency alongside traditional currencies.

Elite Email customers may recall that we were the first ESP in the world to start accepting Bitcoin for our email marketing subscriptions. While we were excited to be the first ones to dive in, it also gave us some great insight into how this new digital currency affects businesses. (See our Bitcoin acceptance blog post)

Currently Elite Email has subscribes in different parts of the world paying in Bitcoin and we actually pay some suppliers in Bitcoin as well. It will be interesting to see how (or if) Bitcoin will become even more mainstream.

I’m sure today’s Twitter chat will be very interesting and I hope you can join in.

Elite Email: Bitcoin Twitter Chat

 

CASL is coming! CASL is coming! CASL is coming!

What does this mean?
How does this affect me?
What do I have to do?
When should I start preparing?

These are just some of the many questions I have been asked by businesses, nonprofits, and every other type of organization that uses email or SMS text messages to communicate with Canadians.

People are left with lots of questions, but don’t seem to be getting a lot of answers. Myself and the team at Elite Email knew we had to fix that!

There cannot be this new piece of legislation that impacts every marketer with penalties to the tune of millions of dollars, that people do not understand. After all, it’s really hard to comply with something, if you do not understand what you’re complying with, or what compliance would look like.

I had previously written a blog post to help people understand CASL, but now with the July 1, 2014 date looming closer and more organizations placing “CASL compliance” higher on their radar, I knew there was an urgent need for something more comprehensive. People needed one detailed source of information to help them understand the new law, but, even more important than that, give them a step-by-step plan on the road to compliance.

With that being said, I am happy to announce that after a tremendous amount of effort, today we are releasing Elite Email’s CASL Survival Guide.
CASL Survival Guide

 
The guide is available online (as web pages), PDF, and ePub/eBook format.

It covers all the essentials including:

  • Overview of CASL
  • Final Regulations & Recent Modifications
  • CASL’s Bite / Penalties
  • CASL Requirements
  • In-Depth Look at Consent
  • How to Prepare for CASL
  • Will CASL Ultimately Be a Good Thing?

The actual legislation is a massive document that you can read here if you happen to have a lot of time on your hands and enjoy deciphering cryptic language. But, if you want to get all the information written in language you can understand, then this guide is for you!

I also want to take a moment to thank all the people involved in putting this document together. It was a true collaborative effort and the final results clearly shows everyone’s desire and drive to make this the best CASL resource that exists today.

I hope this guide is a great resource to everyone that will help prepare your for the post-CASL era of marketing to Canadians.

 

These days the Super Bowl might only be half about actual football with the other half being about the crazy high-production value amazingly costly commercials that air during the game.

Super Bowl XLVIII was no different, except that with the huge lead the Seahawks had out of the gates, by the 3rd and 4th quarter it might have only been the ads that people were still really paying attention to… except for the Broncos fans who had tear filled eyes and the Seahawks fans probably to drunk in celebration to pay attention to anything!

This year’s ads really showcase a lot of creativity from marketers who know the stakes are high to break through the clutter and generate the amount of buzz to warrant the price tag of a 30 second spot.

According to Paul Farhi of the Washington Post, the average cost per ad is around $4 million. Certainly the biggest advertisers get substantial discounts for running multiple ads or longer ads, but no matter what it is a steep price to pay, plus they have to produce the commercial.

Below are all the ads from the 2014 Super Bowl so you can decide for yourself which ones were great, which ones fell short, and which ones will have people talking.

Bud Light – Epic Night (Extended)

During the game this ran as a multi-part commercial. But, since it was probably my favorite commercial of this year’s Super Bowl, I have included the full-length extended version here.

Cheerios – Gracie

Great job General Mills for sending a clear message to all the haters from last year’s ad! I personally loved last year’s ad, and I’m glad to see the interracial family brought back for 2014.
According to AdWeek, the 2013 spot boosted Cheerios’ exposure by 77 percent… will it have the same impact this year?

GoDaddy – Body Builder

Doritos – Cowboy Kid

Budweiser – Puppy Love

T-Mobile – We Killed the Long Term Contract

Butterfinger Cups

Dannon Oikos Greek Yogurt – The Spill

Jaguar – Good To Be Bad

Microsoft – Empowering

Hyundai – Nice

Coca-Cola – Going All The Way

Chrysler – Bob Dylan

Budweiser – A Hero’s Welcome

Honda – Hugfest

Heinz Ketchup

Kia – The Truth

Chobani – Ransacked

Axe – Peace

Intuit – GoldieBlox

T-Mobile – Still No Contract

Audi – Doberhuahua

Pepsi (Halftime Spot) – Soundcheck NYC

Jeep – Restless

Sonos – Face Off

Toyota – Muppets Mos Wanted

Coca-Cola – It’s Beautiful

H & M – David Beckham

Wonderful Pistachios – Part 1

Wonderful Pistachios – Part 2

Carmax – Slow Clap

Volkswagen – Wings

T-Mobile – No Contract, No Worries

Bank of America – U2 “Invisible”

Chevrolet – Life

Radio Shack – The Phone Call

Bud Light – Cool Twist

Squarespace – A Better Web Awaits

GoDaddy – Puppet Master

Hyundai – Dad’s Sixth Sense

Chevrolet – Romance

Doritos – Time Machine

Maserati – Ghibli

Ford – Nearly Double

Banned Ad:

SodaStream – Sorry, Coke and Pepsi

And that’s the round-up of the 2014 Super Bowl commercials. It’s clear that big brands put big money behind some of these spots.

It’s also noteworthy to see how many commercials were leaked before the game and had already wracked up millions of views even before anything hit the airwaves. There is basically an entire secondary market to Super Bowl ads that can draw in big numbers for advertisers and get the chatter going before the big game.

As always, it will be interesting to see what marketers take away from the 2014 ads, as they prepare for 2015.

Super Bowl 2014 Commercials

 

I have been consulting about social media since it was brand new. I remember when people moved from MySpace to this thing called Facebook…. and, at that time, Facebook was really easy to use with limited options. :)

When social media was just emerging, CBC created a documentary called “The Selling Game” that profiled some of the groundbreaking work we were doing with Sauza Tequila & Facebook. It was new, different, and hadn’t been done before.

Since that time, I have probably had a thousand conversations with organizations and brands of all sizes from all over the world about how to properly use social media, develop a good content calendar, measuring social ROI, and more.

Throughout all those conversations, I have always seen the different stages the leadership teams go through, especially when it’s their first time dipping their tool into the social media ecosystem.

So, when I saw this graphic from one of my favorite bloggers, Tom Fishburne, I had to post it here. He just captures each phase so perfectly!

Stages of Social Network Adoption

 
For the most complete information about CASL (Canada’s Anti-Spam Legislation)
please review the complimentary

Elite Email CASL Survival Guide

It took nearly 10 years of hard work and much debate, but Canada’s new anti-spam legislation (known as CASL, or Bill C-28 for those that like to get technical) now has a start date.

All marketers in Canada and elsewhere need to circle July 1, 2014 on their calendars because this is the milestone moment when arguably the world’s toughest spam law will take effect.

It’s been a long journey for this game-changing piece of legislation that has it’s original roots way back in 2004 when the Task Force on Spam was established. Canada was on a mission to wage war on unsolicited email (…cue the fight music…!). After much effort, the bill gained Royal Assent in December 2010 but that set off a slew of debates, complaints, concerns and general wariness about whether this new law would actually afford Canadian inboxes with more protection or just add to the administrative burden of businesses.

On November 28, 2013, the Treasury Board of Canada President (and all around anti-spam superhero), Tony Clement approved the final Industry Canada regulations. These final regulations will be published in The Canada Gazette on December 18, 2013, but at this point we essentially know what is covered.

Yesterday, on December 4, 2013, Industry Minister James Moore announced that Canada’s anti-spam law (CASL) will come into force on July 1, 2014 with these wise words:

Our government does not believe Canadians should receive emails they do not want or did not ask to receive. These legislative measures will protect consumers from spam and other threats that lead to harassment, identity theft and fraud. We are prohibiting unsolicited text messages, including cellphone spam, and giving Canadian businesses clarity so they can continue to compete in the online marketplace.”

This announcement gives marketers 6 months to whip their mailing lists & other databases into shape to ensure CASL compliance.

For those that want to really get into the nitty-gritty details, CASL is actually being rolled out in a phased deployment. Although the bulk of the CASL regulations that impact marketers will take effect on July 1, 2014, there are some components only taking effect down the road.

Here is the technical breakdown from the official order:

  • July 1, 2014 as the day on which sections 1 to 7, 9 to 46, 52 to 54, 56 to 67 and 69 to 82 of the Act, subsections 12(2) and 12.2(2) of the Personal Information Protection and Electronic Documents Act, as enacted by section 83 of the Act, subsection 86(2), section 88 and subsection 89(1) of the Act come into force;
  • January 15, 2015 as the day on which section 8 of the Act comes into force; and
  • July 1, 2017 as the day on which sections 47 to 51 and 55 of the Act come into force.

Based on this, it would appear that starting in July 2014 the government is enforcing the administrative monetary penalty for those that violate the new set of rules. It should be noted there are actually three government agencies tasked with enforcing CASL: Competition Bureau of Canada, Office of the Privacy Commissioner of Canada, & Canadian Radio-television and Telecommunications Commission (CRTC).

Then, in July 2017, things go a bit broader because individuals will be able to apply to the courts to seek compensation for CASL violations. Of course, things may change between now and then, but certainly having individuals file CASL claims takes things to a whole new level because now anyone and everyone can be enforcer of the stringent new rules.

CASL Timeline:

  • May 25, 2010 :: Bill C-28 First Reading
  • Dec. 15, 2010 :: Royal Assent (Passed)
  • July 2011 :: Regulations Drafted
  • July 2011 :: Regulations “gazetted” for Review
  • Sept. 7, 2011 :: Draft Regulations Comment Deadline
  • Mar. 2012 :: CRTC Regulations Gazetted
  • Jan. 5, 2013 :: Industry Canada Draft Regulations Published for Comment
  • Mid 2013 :: Industry Canada Final Regulations
  • July 1, 2014 :: CASL Takes Effect (or at least the majority of the rules)
  • January 15, 2014 :: CASL Rules Related to Installing Computer Programs Takes Effect
  • July 1, 2017 :: CASL Rules Related to People Bringing CASL Violations to the Courts Takes Effect

CASL is not something that can be ignored. So, if you’re one of those marketers who has been turning a blind eye to this, secretly hoping that the new law would never rock your world, then it’s time to wake up and face the music. The penalties for violations are intense (… Canada is not messing around with this!…) and can go as high as a $1 million fine for an individual or $10 million for companies.

Or, maybe you’re the marketer in the USA (or any other country) who is saying “Oh Canada…. who cares about their rules, they don’t effect me…”. Well, you are wrong. Very very wrong. The new regulation doesn’t only effect Canadian organizations, it effects anyone who sends a commercial electronic message (CEM) that is accessed from a device in Canada. What this means is that if you’re a retail store in Florida, but you’ve got some folks on your mailing list who live in Canada (and probably visited your establishment when escaping the cold Canadian winter), then CASL is fully in effect when you message them. The CRTC (in Canada) will be working closely with the Federal Trade Commission (FTC) in the USA to enforce the new laws. So, playing the “but I’m in America” card, will not work!

It should also be noted that CASL isn’t just an “email” law (similar to the CAN-SPAM Act), it covers other digital channels such as text messages (SMS). That means becoming CASL-compliant isn’t an exercise focused exclusively on email mailing lists, but other databases as well.

Show Me The Money Consent

Is it still OK to be using quotes from Jerry Maguire? I figure if CASL started in 2004, then referencing a movie from 1996 is fair game…. and, I’m going to use that to drive home the point that what people are going to be talking about in regards to the new CASL rules is consent, consent, consent.

So much of the new regulations are rooted in acquiring proper express consent to ensure you are only sending messages to people that specifically asked for them. Gone are the days of tricking people into joining your mailing list; gone are the days of having a small pre-checked box that secretly said “receive future emails”; and really gone are the days of doing anything that is not out in the open and super obvious. Keep in mind, the goal of CASL isn’t to stop the use of email/SMS for commercial messages, the goal is to make sure that people only get the messages they asked for.

It should be mentioned that there is no special “grandfather” clause for existing databases. Just because you’ve been emailing someone, does NOT mean you can continue emailing them if you haven’t gotten affirmative consent. This means you need to comb back through your database and anyone you don’t have a really solid opt-in paper trail for, you will need to re-confirm.

There are certainly some exemptions to the new intense explicit consent rules, but the majority of these won’t apply in a typical email marketing or text message marketing scenario. Exemptions include:

  • Messages between organizations that already have a relationship
  • Messages sent internally within an organization
  • Messages sent on behalf of registered charities
  • Messages sent on behalf of a political party or political candidate
  • Messages sent based on a referral made by a third party (although the third party must be disclosed)
  • Messages sent to existing family and personal relationships (phew, your mom can’t sue you for $1 million for inviting her to Sunday brunch!)

OK, I Get It… This is Serious…. What Do I Do Now?

First, take a deep breath. So many marketers are going into panic mode and that is both unnecessary and not helpful.
You still have 6 months to get organized, so we’re not in an emergency situation.

In my previous post All About CASL (Canada’s Anti-Spam Legislation) in Plain English I have an entire section about what you should be doing to prepare. That to-do list is still very accurate and will certainly provide an excellent starting point on the road to becoming CASL compliant.

I should also mention that if you are a customer of Elite Email with a signup form (or link to Subscription Center) on your website, then you are already following the proper double opt-in process that CASL requires. After someone signs up through that form/link, they are sent a welcome/confirmation email to double-check they want to join your list. We capture that confirmation consent, date stamp, and log the IP, so you have that paper trail automatically. On the mobile marketing side, we have already made updates in response to the recent TCPA Guidelines, which really overlaps a lot with CASL in relation to SMS/text-message marketing. This means you can easily enable a double opt-in process on your mobile channels as well.

Will This End Up Being Good For Legitimate Marketers?

For now this new set of regulations is going to add a lot of work for marketers…. and no one likes “extra work”. So, in the short term, there will be grunts and groans.

However, there is a school of thought that once all the dust settles and everyone gets off the ledge (don’t jump!), legitimate marketers will actually have a better & easier time of getting their message through. Since non-compliant messages will be weeded out, we’re going to end up in an era where people really only get the emails they asked for. This means that the average consumer won’t have to sift through unwanted email to find your wanted message. It may only be your fully CASL compliant message sitting in their inbox, where they can eagerly see it, open it, and interact with it. Of course, only time will tell whether there is a net ROI gain for marketers who may see their list size decrease but engagement increase, but certainly there does remain a silver lining as everyone works towards implementing CASL compliance.

CASL Goes Live July 1, 2014

This blog post is intended to provide our general comments on the new law. It is not intended to be a comprehensive review nor is it intended to provide legal advice. Readers should not act on information in the publication without first seeking specific advice from their lawyer. In short, I am not a lawyer, nor do I pretend to be a lawyer.

 

Halloween is easily one of our favorite holidays here at Elite Email. It’s just so much fun to see the tremendous amount of emails going out with ghosts, goblins, witches and werewolves.

Everyone seems to jump on the Halloween bandwagon (…obviously!) and yet again we have set another record this year. Our email volume on the morning of October 31 is up 29% over last year. That represents a ton of outbound emails.

One thing I love seeing is how people tie in Halloween to their promotions. I always say that an email is most effective when it’s relevant, and tying back to something as top of mind as Halloween immediately boosts relevancy.

Another thing I noticed this year that I like a lot is an increase in the number of emails that include “Safety Tips” when trick-or-treating. I saw a bunch of retailers sending out promotional emails that had a section devoted to these tips. It’s great to see that businesses are including content like this because if these safety tips are repeated enough, then we can all have a safe and enjoyable Halloween.

On behalf of the entire Elite Email Team, I want to wish everyone a Happy  Halloween!

Happy Halloween

 

Everyone who has ever worked with me or seen me speak at a conference knows that the go-to Robert Burko line about true email marketing success is sending the right message, to the right person, at the right time.
But, there is very much a fourth element that I don’t always say (…mostly because how many times can I use the word “right” in a sentence!….), which is the right place.

As they say in real estate, “location, location, location” and more and more marketers are realizing that the place where you reach your customers with marketing messages matters as well.

Location Based Marketing is definitely on the rise and is something everyone will be hearing a lot more about in the future.

One of the easiest ways to look at “place” in relation to email marketing is the concept of where you want your customer to be when they receive your email: At Work or At Home?
Of course, these days with everyone glued to their smartphone, it’s entirely possible to reach someone anywhere between work, home… or literally anywhere else. But, if we simplify the variables and just assume that daytime messages during the week reach someone at work, while emails in the evening or weekend reach someone at home, then we can ask which location will produce greater engagement and better conversions?

Back in June, Direct Marketing Magazine convened an executive roundtable to discuss the power of place in marketing, which was sponsored by DMTI Spatial.

This roundtable including the following people:

– Robert Burko, President, Elite Email
– John Fisher, CEO, DMTI Spatial
– Allison Fraser, Flyer Distribution & Analytics, Home Depot
– Arvis Gouvis, Principal, TCP Integrated Marketing
– Trevor Newell, Co-Founder & President, Shop.ca
– Ryan Prior, Media Manager, Loblaw
– Diana Simpson, National Flyer Distribution Manager, Loblaw

You can read the article by the very talented Amy Bostock here: View Direct Marketing Magazine: The Power of Place (September 2013)

You can also see a video of the round table here:

The topic of “location” is going to be a hot one for the foreseeable future. Soon enough, you’ll be walking down the cereal aisle at your local supermarket, only to have your phone (which knows exactly where you are in the store), beep and alert you to a special promotion on Cheerios. This type of location marketing isn’t just something we may see in movies depicting the future… it’s almost upon us!

Location Based Marketing

© 2013 Elite Email Inc. Blog Admin