Transcript John Arnesen

Using email for
Marketing
ISPA 8 September 2004
John Arnesen
Background
• IPSA requested that a representative of
the Marketing Federation of Southern
Africa present the mfsa Guideline on using
email for marketing to this conference
– www.mfsa.co.za
– mfsa setting up GAMPP (Generally Accepted
Marketing Principles and Practice) which
would include this guideline.
Acknowledgement – Marketing Federation of Southern Africa
Background continued
• GAMPP
– Codes, Standards, Legislation, Guidelines, Best
practice. First edition 2005.
– Profession is gaining substance (teeth)
• Also wanted a non-technical marketer.
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Professional member of mfsa
Chartered Marketer
Commercial perspective
Still in a strategic marketing role at SAQA
Acknowledgement – Marketing Federation of Southern Africa
The Marketer’s perspective
Acknowledgement – Marketing Federation of Southern Africa
Consider
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Mercedes vs BMW
ABSA vs Standard Bank
Vodacom vs MTN
Pick‘nPay vs Checkers
SAA vs British Air
Castle vs Windhoek
• All actually very similar ito specifications,
performance and price
Acknowledgement – Marketing Federation of Southern Africa
Differentiation
• In addition to providing quality and value
they maintain and grow market share by
continuously enhancing:
– Brand equity (perception)
– Experience (sensory)
– Design (look and feel)
• The digital medium provides new and
exciting ways to do this
Acknowledgement – Marketing Federation of Southern Africa
Acknowledgement – Marketing Federation of Southern Africa
Marketing paradigms!
Acknowledgement – Marketing Federation of Southern Africa
Paradigm 1
• 20th Century
– Customer was satisfied
with tangibles.
• 21st Century
– Tangibles are a given!
Intangibles will provide
the significant
differentiator
Acknowledgement – Marketing Federation of Southern Africa
Paradigm 2
• 20th Century
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–
–
–
–
Idea
Product
Market
Sell
Happy consumer
• 21st Century
–
–
–
–
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Understand customer
Understand need
Develop solution
Present and Satisfy
Receive payment
Acknowledgement – Marketing Federation of Southern Africa
Paradigm 3
• 20th Century
– The important things
were
• Value for money
• Good service
• reliability
• 21st Century
– The important things
are
• Values of the
corporation
• Relationship with the
community
• Integrity/reputation
Acknowledgement – Marketing Federation of Southern Africa
Marketing today
• Way beyond the 4 P’s
– Product, Price, Promotion, Place
• Is both a Science and an Art
– GAMPP
• Is becoming a profession in its own right
– 4 Std Based Q’s on NQF 7 plus Professional
status CM(SA)
Acknowledgement – Marketing Federation of Southern Africa
Marketing perspectives
Just like Finance:
• Marketing is everyone’s responsibility
• Marketing is disciplined
• Marketing requires a unique set of
resources
• Marketing has a range of sub functions
• Marketing is measurable
Acknowledgement – Marketing Federation of Southern Africa
Marketing scope
• Research
– Needs, Trends, Opportunities
• Strategy
– Position, Branding, Products/Services, Packaging,
Channels, ROMI
• Communications
– Above the line, Below the line, PR
• Customer Management
– Retention, Acquisition, Service, Data
Acknowledgement – Marketing Federation of Southern Africa
The guideline….
Acknowledgement – Marketing Federation of Southern Africa
Understanding the Guideline
• Mfsa Corporate and individual members
subscribe to the code of conduct
– Moral obligation to comply with all codes and
guidelines
– Mfsa, if need be, will take action against a
member. (self regulation)
– mfsa adopts a positive approach of
encouraging compliance
Acknowledgement – Marketing Federation of Southern Africa
Email a new form of Direct Mail?
• Initially thought by most marketers to be
similar. In fact just a new medium similar
to Print, Radio, TV and Outdoor!
• mfsa Committee (born out of the DMA)
which I joined concluded that email was in
fact significantly different and therefore
need a separate guideline. (to counter
SPAM)
Acknowledgement – Marketing Federation of Southern Africa
Core differences in business
(my perspective)
• No effective filters
– Post and for that matter all other mediums
can be screened out
• Cost insignificant
• Invades time I could be using to do other
work
Acknowledgement – Marketing Federation of Southern Africa
Reason for guideline
• Excellent tool that unless well managed
would be “blocked” out of the marketers
tool kit
– Some worrying trends in that regard already
• Educate the marketing community of how
best to make use of the tool.
– Still a long way to go…
Acknowledgement – Marketing Federation of Southern Africa
SPAM is…
• Unsolicited email - in other words there
has been no prior relationship between
the two parties
• Can be done individually or in bulk
• All commercial (advertising and
promotions) communications included in
the definition
Acknowledgement – Marketing Federation of Southern Africa
Upfront requirements
• Express verifyable permission
• Clear understanding of purpose
• Choice to opt out simple
• Ongoing choice to opt out
Acknowledgement – Marketing Federation of Southern Africa
Senders must also ensure….
• Data bases are clean
• Failures are regularly deleted permanently
• Publish their privacy policy
• Have a valid postmaster and abuse
address
• Ensure email is not objectionable
Acknowledgement – Marketing Federation of Southern Africa
Bulk email senders must…
• Maintain complete and accurate records
• Have a valid and workable removal
procedure
• Apply the same removal procedure per
unique brand
• The agent (if outsourced) complies as
above
Acknowledgement – Marketing Federation of Southern Africa
All marketing messages must
include….
• Accurate sender details
• Valid contact information
• Clear honest subject line
• Automatic option for un-subscribing
• Authorisation if sent by agent
Acknowledgement – Marketing Federation of Southern Africa
Where responses are called for…
• The terms and conditions must be clear
• This is especially important where
personal data is requested. A specific
message should be included stating that
this data will not be used for other
commercial activity.
Acknowledgement – Marketing Federation of Southern Africa
Senders must also…
• Use extreme caution when using third
parties
• Focus on properly segmented customer
groups
• Respond promptly
Acknowledgement – Marketing Federation of Southern Africa
Who needs to know this?
• Academics
• Marketers
• IT Practitioners
• Marketing industry service providers
– Research
– Communication
– Agents
– CRM partners
Acknowledgement – Marketing Federation of Southern Africa
Where do we stand?
• Extensive communication to mfsa members has
•
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been done
Also significant media exposure
IT world is still leading the discussion!
– IT world is introducing anti SPAM products
• Marketers by “osmosis” are integrating email
into the marketing mix
– 1998 IMM ran the first 3 day course on e Marketing!
Acknowledgement – Marketing Federation of Southern Africa
Closing comments
• Too valuable to loose
• Lots of educating still needs to be done
• Blow the whistle where needed
• Work together with all the parties in the
value chain
• Compliance become a natural a way of
doing business
Acknowledgement – Marketing Federation of Southern Africa
Thanks for listening
Questions
Remember www.mfsa.co.za
Acknowledgement – Marketing Federation of Southern Africa