DM course: ‘Introduction to Direct and Digital Marketing.’

In two-days this course contains numerous proven techniques that can be implemented in the workplace immediately. And so much of it is relevant to all marketing.

“I found this course informative, practical and inspiring. When it finished, I was very keen to get back to the workplace to start implementing the good ideas I learnt.” Nikki Aspropotamitis, Marketing & Events Coordinator, DaimlerChrysler.

Dates: 13, 14 August 2008

Presented by Frank Chamberlin for the Australian Direct Marketing Association (ADMA)

Venue: Clifton’s – 440 Collins Street

Course description: The course looks at all the pillars of dm including targeting, offers, media options, the digital scene, data, measurement, planning for dm, understanding customers, testing, building brands with dm and creative techniques. There’s even a session on DM copywriting! In two days delegates walk away with an overview of everything related to direct and digital marketing.

Price for two days of practical content that you can use at work: $913 (inc GST); reduced to $759 (inc GST) if your company is an ADMA member.

For more information and to enrol:

Email: patrice.fowler@adma.com.au
Phone: 02.9368 0366
Book online: http://www.adma.com.au/asp/index.asp?pgid=30691

Writing Tip - Writing for the Web

When writing for the web, don't write for readers, but write for scanners. Make sure you are as concise as possible.

• Make sentences short and to the point
• Avoid long blocks of text.
• Each paragraph should be about a specific idea
• Use headers and sub-heads so that scanners can navigate information easily
• Use bulleted/numbered copy whenever possible

\Make headers meaningful

Headers and sub-heads are where eyes go first. Your headlines must:

• Make sense as stand-alone elements
• Meaningfully convey the content of the text that follows
• Be dynamic in plain English.

Two tips for making email campaigns more effective

Relevance is key. We all know that. Letting recipients see that what you are offering is relevant, can be challenging but it is of the utmost importance.

1. Refine your segmentation. And how do you do that?

• Base your segmentation on your client behaviour, not just demographic
  information.
• Identify an increased number of sub segments and personalise more relevant
  offers to each.
• Create different versions of your messages.
• Continually test.

2. Improve transactional messaging. Transactional emails are highly relevant and very likely to be opened and read. Therefore, they should offer the customer something, furthering his or her relationship with you. Recommend additional products or services the customer might want or need; offer a subscription to your newsletter; and send transactional messages in HTML format to reinforce your brand.