DMA UK Keynote November 2008

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Keynote from DMA UK Email Marketing Event. The 3 Things You Need to be Good At

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DMA UK Keynote November 2008

  1. 1. So you think you know how to effectively utilize email? 2008
  2. 2. If you have 28% of someone’s attention with 100 other emails there, what chance do you have? 0.0035%
  3. 3. Everything you thought you knew about email is about to change.
  4. 4. How many studies do you need to read that tell you what you can do better and where you are failing?
  5. 5. How can you make an impact with just a fraction of this audience?
  6. 6. From Name Address Subject Line Copy Offer Creative Links Authentication Reports Deliverability Response Sales Analytics Customer Service Integration Mobile RSS Website Landing Page
  7. 7. You can tackle the top things that will bring the most change to your email marketing campaigns.
  8. 8. Each Pound you spend on email efforts will deliver between 1GBP to 30GBP
  9. 9. 296 Emails Since July 27th, 2007
  10. 10. As marketers, we fight for limited attention.
  11. 11. 3...
  12. 12. 1. Delivery 2. Welcome Messaging 3. Creative
  13. 13. IF you do not show value, communicate tone, and set expectations on both sides, you lose 80% of your future audience engagement and campaign results.
  14. 14. You Don’t Need to Design New Creative For Each Campaign
  15. 15. You Need to Refine Creative For Each New Campaign
  16. 16. We give you “The Promise” If you can be experts and perfectionists with all of our industry best practices and studies, then you shall have a strong email program.
  17. 17. You Have 3 Chances
  18. 18. You have 3 chances to set the relationship before you lose 80% of your future email marketing performance.
  19. 19. Are you able to deliver on impulse? Do you want to be delivering on impulse?
  20. 20. We cannot always live up the true expectations of everyone, yet we try.
  21. 21. So What’s Next?
  22. 22. Be Good at 3 Things
  23. 23. 1. Delivery 2. Welcome Messaging 3. Creative
  24. 24. My Beliefs
  25. 25. Don’t Be Afraid to Fail
  26. 26. Come to Work Stupid
  27. 27. Do Your Best Work
  28. 28. Thank you. dylan@eroi.com JMullen@zinio.com Questions?

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