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Bringing	
  personality	
  to	
  your	
  
Email	
  Marketing
Kelvin	
  Newman	
  
Rough	
  Agenda	
  
Managing	
  Director...
Rough Agenda...
!

Helping digital marketers meet, learn and do their job
a little better

brightonSEO.

BiddableWorld

CO...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@kelvinnewman

The business was built
wi...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@kelvinnewman

The fundamentals
We all k...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

What
motivates you
create an
email?

ww...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

what	

customers 	

want

what	

you	

...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

what	

customers 	

want

what	

you	

...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

We all know it, but
never forget it

ww...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

The importance of
personality in email
...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

Hands up who wants
more email?
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

Supply is ∞
!

Demand ≠ Supply
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

Gestalt Effect

www.flickr.com/photos/jd...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

Your Inbox
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

Personality makes your
Personality is t...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

design

content
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

Personality is good

via https://twitte...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

But you can have ‘too much’

via https:...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

Knowing what you aren’t
it often easier...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

Inclusive
Surprising
Involved
Agile

Co...
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  

Five general rules

www.flickr.com/photo...
A real person is always
better than a company

www.flickr.com/photos/jdhancock/
nothing says
“I care” like
noreply@domain.com

www.flickr.com/photos/jdhancock/
Surprise is good

www.flickr.com/photos/jdhancock/
Where
might your
subscribers
be
surprised to
see your
personality?
www.flickr.com/photos/jdhancock/
If it doesn’t work in plain
text, it doesn’t work

www.flickr.com/photos/jdhancock/
If you’re competitor could
have sent the same email
you’ve failed

www.flickr.com/photos/jdhancock/
Talk about Benefits not
Features

http://www.useronboard.com/features-vs-benefits/
London	
  |	
  10–13	
  February	
  2014	
  |	
  #SESLON	
  |	
  @SESConf	
  	
  
@kelvinnewman

tl;dr
!

email really mat...
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Bringing personality to your email marketing #seslon @kelvinnewman

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email really matters but it’s hard to stand out, one of the easiest ways to get noticed is by being different to everyone else

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Transcript of "Bringing personality to your email marketing #seslon @kelvinnewman"

  1. 1. Bringing  personality  to  your   Email  Marketing Kelvin  Newman   Rough  Agenda   Managing  Director London  •  10–13  February  2014  •  #SESLON  @SESConf
  2. 2. Rough Agenda... ! Helping digital marketers meet, learn and do their job a little better brightonSEO. BiddableWorld CONTENT MARKETING SHOW Completely Email MeasureFest AffiliateHuddle
  3. 3. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @kelvinnewman The business was built with two channels ! Twitter & Email
  4. 4. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @kelvinnewman The fundamentals We all know this but it is worth repeating
  5. 5. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     What motivates you create an email? www.flickr.com/photos/jdhancock/
  6. 6. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     what customers want what you want to tell them
  7. 7. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     what customers want what you want to tell them
  8. 8. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     We all know it, but never forget it www.flickr.com/photos/jdhancock/
  9. 9. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     The importance of personality in email marketing
  10. 10. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Hands up who wants more email?
  11. 11. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Supply is ∞ ! Demand ≠ Supply
  12. 12. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Gestalt Effect www.flickr.com/photos/jdhancock/
  13. 13. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Your Inbox
  14. 14. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Personality makes your Personality is the best way for your email to get noticed content stand out www.flickr.com/photos/jdhancock/
  15. 15. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     design content
  16. 16. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Personality is good via https://twitter.com/iamelliot
  17. 17. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     But you can have ‘too much’ via https://twitter.com/hollybrocks
  18. 18. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Knowing what you aren’t it often easier to define than what you are
  19. 19. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Inclusive Surprising Involved Agile Corporate Obvious Serious Neutral
  20. 20. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     Five general rules www.flickr.com/photos/jdhancock/
  21. 21. A real person is always better than a company www.flickr.com/photos/jdhancock/
  22. 22. nothing says “I care” like noreply@domain.com www.flickr.com/photos/jdhancock/
  23. 23. Surprise is good www.flickr.com/photos/jdhancock/
  24. 24. Where might your subscribers be surprised to see your personality? www.flickr.com/photos/jdhancock/
  25. 25. If it doesn’t work in plain text, it doesn’t work www.flickr.com/photos/jdhancock/
  26. 26. If you’re competitor could have sent the same email you’ve failed www.flickr.com/photos/jdhancock/
  27. 27. Talk about Benefits not Features http://www.useronboard.com/features-vs-benefits/
  28. 28. London  |  10–13  February  2014  |  #SESLON  |  @SESConf     @kelvinnewman tl;dr ! email really matters but it’s hard to stand out, one of the easiest ways to get noticed is by being different to everyone else
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